Business in a Social Media World
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The 11 Best Corporate Storytelling Examples of All Time

From ozcontent.com

Check out this list of awesome corporate storytelling examples to jumpstart your company's content marketing game.
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I'm killing most of my email capture. Here's why.

From www.nateliason.com

The best writers don't need to constantly demand your attention, you'll happily give it to them. It's the mediocre writers and products that bombard you.
Cendrine Marrouat - cendrinemarrouat.com:

Very interesting article by Nathaniel Eliason!

There are different schools of thought on the topic. However, the arguments in this post are probably the most solid I have read in a long time.

I totally agree with this: "People with mediocre products and mediocre content think the solution is to become more aggressive about marketing when the solution is to make something better."

Instead of adding to the noise and being aggressive, build something that people will want to get.

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Marketers Are Addicted to the Wrong Tools

From www.adweek.com

Are you using the right marketing tools? It matters.
Cendrine Marrouat - cendrinemarrouat.com:
Tools are not the problem, IMHO. It's the way we look at audiences that is...
 
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What metaphors do you use to explain marketing? (We use Tinder)

From inbound.org

Metaphors are great for explaining things. Try and explain to a client that inbound marketing is about persona development, prospect watering-holes, regular communication, engagement
Cendrine Marrouat - cendrinemarrouat.com:

This is a seriously clever way of describing marketing and social media strategy to complete beginners! 

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Social Media Slang Your Brand Should Know | Sprout Social

From sproutsocial.com

There's always a time and a place to use social media slang and depending on who's your audience, you should know these terms.
Cendrine Marrouat - cendrinemarrouat.com:

For once, I don't like the title, as it doesn't do justice to the post. Jennifer Beese shares some excellent tips to help businesses understand when to use slang or not. 

 
I totally agree that slang can make or break a brand. You really have to know who you are talking to. The edge of your brand has nothing to do with the number of times you use the word "bae". 
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10 Dangerous Online Marketing Myths

From www.intelligenthq.com

6.There is only Google
Cendrine Marrouat - cendrinemarrouat.com:

#6: "There is only Google" made me giggle. What about you? 

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Is Content Marketing Dead? 5 B2B marketing experts weigh in - B2B News Network

From www.b2bnn.com

Content marketing is everything but new. In the B2B space, 88 percent of marketers use content marketing to attract audiences and build loyalty. And, on any given day, they and the rest of online users share 27 million pieces of content. Robert Caruso mentions that, “the total amount of digital content that exists in the …
Cendrine Marrouat - cendrinemarrouat.com:

We hear this question almost every day. Let's put it to rest once and for all!

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Marketers: What is the MOST underrated and underutilized channel that drives new conversions, quickly? What say you?

From inbound.org

My top vote is for native advertising via email (list rental). My second vote would be SlideShare.
Cendrine Marrouat - cendrinemarrouat.com:

There is a great conversation going on on Inbound. org right now! 

Angela Watkins's curator insight, March 22, 9:22 PM

There is a great conversation going on on Inbound. org right now! 

Letitia Owens's curator insight, March 22, 10:38 PM

There is a great conversation going on on Inbound. org right now! 

steve batchelder's curator insight, March 23, 3:36 AM

There is a great conversation going on on Inbound. org right now! 

Our 8 Best Ad Copywriting Tips EVER! | WordStream

From www.wordstream.com

Writing awesome PPC ads that convert well is a lot trickier than it sounds. Check out WordStream's best PPC ad copywriting advice ever in this comprehensive post.
Cendrine Marrouat - cendrinemarrouat.com:

Clickbait title? Not at all. The article is excellent!

Great ad copy = knowledge of audience + emotions + benefits (and a few more things). That's also the recipe for creating any type of content that converts.

Letitia Owens's curator insight, March 22, 10:38 PM

Clickbait title? Not at all. The article is excellent!

Great ad copy = knowledge of audience + emotions + benefits (and a few more things). That's also the recipe for creating any type of content that converts.

10 Marketing Tips from Father of Marketing David Ogilvy

From www.convinceandconvert.com

There are plenty of tips for the modern marketer in these quotes from David Ogilvy, one of the most influential marketing minds of all time.
Cendrine Marrouat - cendrinemarrouat.com:

Timeless advice, to say the least. 

The point that really hits home the most for me is this one: "Ogilvy knew this long ago, 'Ninety-nine percent of advertising doesn’t sell much of anything.'"

Marketers have to change their ways if they want to remain relevant...

oconnorandkelly's curator insight, March 23, 9:33 AM

Timeless advice, to say the least. 

The point that really hits home the most for me is this one: "Ogilvy knew this long ago, 'Ninety-nine percent of advertising doesn’t sell much of anything.'"

Marketers have to change their ways if they want to remain relevant...

judyhaar's curator insight, March 23, 5:13 PM

Timeless advice, to say the least. 

The point that really hits home the most for me is this one: "Ogilvy knew this long ago, 'Ninety-nine percent of advertising doesn’t sell much of anything.'"

Marketers have to change their ways if they want to remain relevant...

Dejan Nikolic's curator insight, March 25, 5:47 AM

Timeless advice, to say the least. 

The point that really hits home the most for me is this one: "Ogilvy knew this long ago, 'Ninety-nine percent of advertising doesn’t sell much of anything.'"

Marketers have to change their ways if they want to remain relevant...

Are buyers liars?

From blog.close.io

You might have heard the old sales saying, "Buyers are liars." Are buyers liars or is something else going on? Let's get to the bottom of this issue.
Cendrine Marrouat - cendrinemarrouat.com:


I don't think buyers are liars. However, a good business owner will be able to read between the lines.

Asking questions and being empathetic always go a long way.

Martin (Marty) Smith's curator insight, February 28, 12:40 AM

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Buyers and Sellers

We agree with @Cendrine Marrouat - cendrinemarrouat.com. Neither buyers who have a tendency to walk differently than they talk nor sellers who talk differently than they walk are "liars". 

How we see the world is contextual and instinctual. In some context I'm a buyer, at other times I sell.  I think of myself as a marketer so my self-definition falls more in the "sales" category than buyer

Cendrine's cal for "walking in the others' shoes" empathy is smart and rare. We tend to see the world filtered bubbled (see Eli Pariser's TED Talk on filter bubbles). It's no mistake our preconceived notions are confirmed over and over again.  

This "auto-confirmation" built over time and "muscle memory" mean Martin as "seller" may appear dissonant to buyer persona X. Buyer persona X has as many auto-confirmations running as I do with one very big difference. Where my auto-confirmations are all about seeing myself as a sales / marketing person Buyer X's world is confirmed as BUYER.

Not to play the same broken record, but creating online community is the best way we know to create an "empathy bridge" between "buyer " and "seller" personas. Community features such as profiles, forums, comments, reviews and loyalty programs with social kudos make it easy to form "like me" tribes, establish "us" vs "them" identities and reinforce brand aligned and wanted behavior such a social shares. 

No one is a liar. Everyone  is telling their "truth" and smart web developers build in community to build "empathy bridges". 

Cendrine Marrouat - cendrinemarrouat.com's comment, February 28, 1:10 AM
You hit the nail on the head, as always, @Martin (Marty) Smith!

Why Social Marketers Need to Think Like Journalists | Simply Measured

From simplymeasured.com

After I deliver a keynote, I always get the same two questions: How did you get to this point in your career? What hair product(s) do you use? Answers
Cendrine Marrouat - cendrinemarrouat.com:

A very interesting article!

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43 Key Digital Marketing KPIs for 2016 - Zazzle Media

From www.zazzlemedia.co.uk

Setting your digital marketing KPIs for 2016 and 17? If so this is an indispensible guide to getting that right.
Cendrine Marrouat - cendrinemarrouat.com:

How many of these KPIs do you already measure? 

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23 Ways to Build Colossal Pre-Launch Product Buzz

From www.jeffbullas.com

To reach your sales potential, you need to create pre-launch product buzz. With just a few simple tactics, you can have people excited for its release date.
Cendrine Marrouat - cendrinemarrouat.com:


I am currently working on my second photography book, and as always, I'm trying to educate myself on novel ways to help generate a good buzz.


This is not the best article I've read on the topic of product promotion, but it contains some worthy tips. My favorites: #1, #2, #4, and #5. 

What else do you do to generate a buzz for your products?

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12 Sneaky Psychological Biases That Affect How You Sell

From blog.hubspot.com

Learn about the different biases sales reps are prone to and how to overcome them with this post.
Cendrine Marrouat - cendrinemarrouat.com:


Psychological biases affect us all. This is especially true for people who own businesses.

Like studies and research, we tend to draw conclusions from limited samples and expect things to happen a certain way. But that's not the way it works.

You need to put yourself in your audience's shoes and pay attention to each customer / prospect individually. What works with one person may not with the next.

An excellent overview of the biases that affect the customer care approach!

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The 7 worst ad campaigns of 2015

From venturebeat.com

In the Information Age, where people are tethered to their smartphones, just waiting to pounce on Donald Trump for announcing something ridiculous, nothing trends faster than insensitive, politically-incorrect statements — this is especially true for ads.
Cendrine Marrouat - cendrinemarrouat.com:

That's what happens when you don't pay attention to your audience...

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It's The Marketing Message, Not Content, That Matters

From www.thesempost.com

A content-first strategy is putting the cart before the horse. Without the right marketing message, content is meaningless.
Cendrine Marrouat - cendrinemarrouat.com:


I found myself nodding at every sentence of this fantastic post written by Stoney deGeyter..

All I can think of is what I keep telling my clients: If you don't first understand what makes you unique, how can you expect to deliver content that speaks to your audience?

Maybe we need to stop saying that content is king and instead award this title to messaging. What do you think? 

ELISA TANGKEARUNG's curator insight, January 22, 12:16 AM

"All Content" already going to THE "GLOBAL ECONOMIC SYSTEM"...

ELISA TANGKEARUNG's curator insight, January 22, 12:25 AM

"All Content" already going to THE "GLOBAL ECONOMIC SYSTEM"...

The 4 Worst Lies Other Marketers Tell

From marketingland.com

From pay-to-play awards to fabricating a disaster, some marketing maneuvers are truly deceptive. Columnist David Rodnitzky explains why you should pass on these sketchy tactics, even though they sometimes end up driving sales.
Cendrine Marrouat - cendrinemarrouat.com:

#1 and #4 are really bad of course. But the worst lies? I'll let you decide for yourself. I feel that these are just tactics that work almost every time, so marketers continue using them. 

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Strong Promotion is like a Turtle at Show and Tell

From www.linkedin.com

When people ask me how to build their social media presence, I often tell them this: you are only as strong as your content and your community. Think
Cendrine Marrouat - cendrinemarrouat.com:

Love this post as it talks about building a social media community from the angle of the inner child in people. I had never thought about it that way.

 

"Inner child" doesn't equate immaturity here. It just means that you have to understand what makes people tick to increase your chances of them responding positively. 

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How I emailed 'dead' list of 14,682 subscribers and only got 5 spam clicks.

From audiencestack.com

I took a big breath and my finger paused over the send button.I was just about to send an email to 14,682 subscribers. Most of whom were not going to remember me or ever subscribing to my websit.e
Cendrine Marrouat - cendrinemarrouat.com:

Excellent case study alert! 

 

What would you do if you hadn't updated your newsletter in more than a year? Would you just send a regular email, as though no time had passed? 

 

Alan O'Rourke was so proactive and audience-focused that his first email was only marked as spam 5 times! Of course, some people unsubscribed, but overall the support he received was incredible.

 

This post is worth a bookmark!

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Added Is Blogging Dead by @CendrineMedia To Make Buffer's Failure Your Success on Curagami

From www.curagami.com

Buffer's Social Failure / Watershed
Last wee Buffer wrote about losing 40% of their "social traffic". While key metrics such as conversion rates or the value of the lost traffic weren't included their panic was unmistakeable. 

Never panic may be the hardest lesson my team and I learned during my 7 year tenure as Director of Ecommerce for a multimillion dollar website. We didn't start that way.

We started as frightened and panic stricken as Buffer. We learned the hard way how little panic matters. The web is MATH and GAMBLING. Sometimes the math turns FOR you and sometimes against.

@Cendrine Marrouat - cendrinemarrouat.com makes great points in her LInkedIn post (linked along with my comment with a jump link on Make Buffer's Social Failure Your Success (http://www.curagami.com/wp-content/uploads/2015/10/buffer-failure-your-success.png ). One of my favorite points, and one overlooked by the Buffer team, is LOOK TO THYSELF. 

Cendrine points to a harsh new truth - the world is FASTER, LEANER and more VISUAL than before. She notes how poorly Buffer has tuned their content to our new mobile, social and gamified world. Brilliant point well made (as usual form a favorite #mustfollow curator), 

My point is Buffer ISN'T asking the right questions in the right way. They assume they want their traffic back, but they don't explain what if any deeper meaning their traffic has to their WHY - the reason they exist, the reason users love them. I point out that if traffic goes down but conversions go UP life is good since Buffer would be paying less for more subscribers.  

The abject terror in Buffer's post would seem to indicate conversions are off too. As I noted in my original post, conversions are a TRAILING indicator and so unlikely to be off nearly as much as their traffic. Another way of saying that is losing some of their "social traffic" is nothing but net (good).

If I were part of Buffer's team we would be exploring Cendrine's important point - has our content and so our brand lost touch with our customers? What do we stand for? Why do our customers love us? Why might a new generation of customer love us?

None of those questions seem to be on Buffer's agenda. Instead they are on a "traffic hunt", a mistake so many make since meaningless metrics such as followers, traffic and likes abound. As I point out in our Curagami post - NO METRIC MEANS ANYTHING ON IT's OWN. Every metric is TIED to some other metric.
 
We tied traffic to money. Our $ by visitor was a great way to VALUE traffic in a meaningful way. When traffic went up or down money per visitor usually trailed. If traffic was down 40% money per visitor was probably down 15% or 20%. Eventually those lines cross or reach zero and you don't want that (lol).

Best way to avoid having your metrics reach zero is to avoid PANIC (it doesn't help and can distract), test, create a new plan, seek input and ask for help. Buffer is doing some of those, but they are using community tactics in a pedantic way - telling instead of showing, asking for help but not curating responses, not handing their keys over to the kids (their community).

So they started GREAT but have slipped back into the solipsism virus that effects so many web marketers. Cendrine's brilliant point about the TYPE of content being created is getting more of an airing on my blogs and social than Buffers (not good).

What about you? Are you experiencing "social traffic decline"? Have you stopped using tools like Buffer recently? Why? What do you think Buffer can do to recover?

Share your answers here, in comments on the Curagami post or email martin(at)Curagami.com and we will curate your thoughts in with a link back. Thanks, Marty 

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10 big trends happening in social video

From econsultancy.com

Cendrine Marrouat - cendrinemarrouat.com:

 

Trends are always important to take into account. But I feel that the ones in this article just cater to Millennials and Gen Zers. 

Maybe I missed something? 

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A copywriter's template for excellent product page descriptions

From econsultancy.com

Cendrine Marrouat - cendrinemarrouat.com:

 

Writing winning product descriptions doesn't just require a deep knowledge of what your products can achieve. You also have to put yourself in your customers' shoes. 

 

From tone to copy, formatting and research, this is far from an easy feat. And good posts on the topic aren't a dime a dozen.

 

Ben Davis' is an exception. I find it very easy to follow and understand. And the examples are on point. 

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10 powerful examples of upselling online

From econsultancy.com

Last week I wrote a post about cross-selling online and how it can benefit online businesses. This week I want to focus on cross-selling’s slightly better looking cousin: upselling.
Cendrine Marrouat - cendrinemarrouat.com:


When done well, upselling can be a very effective technique. These real-life examples are stellar IMO. 

ansibicycling's comment, September 3, 2015 11:42 PM
nice one