OnMarketing: Marketing Tips for Growth
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Marketing topics to help companies grow.
Curated by
Jennifer Palmer Farrington
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With B2B video, it's not about pleasing the masses but engaging directly with a smaller audience who is in position to benfit what you provide.
Jennifer Palmer Farrington's insight:
Case studies are the best way to show your audience how relevant you are to their needs. 
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B2B marketers will go anywhere and everywhere to get leads. It’s what keeps six out of 10 of them up at night: generating leads is their biggest challenge, according to data released this month by eMarketer..
Jennifer Palmer Farrington's insight:
Take a look: "Professionals are networking on social media sites, going to LinkedIn “groups,” Facebook commentary and other social media avenues to get opinions on business purchases. More than one-third said they trust recommendations from associates and peers for the most valued content, and another 23% specifically cited social media."
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Is there any such thing as a perfect social media post? Each social network has a specific set of expectations, limitations — and pros and cons. And each one is constantly evolving in terms of potential.
Jennifer Palmer Farrington's insight:
There is no "one-size-fits-all" for posting to social media. Each platform has specific needs to keep the interest of the readers. This is a great guide to each of the platforms and how to create great posts.
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When the customer is “in control”, the provider who is most well-liked will be chosen. This means there’s work to be done boosting appreciation of the marketing discipline! As marketers, we must aspire to be better liked. We can do this by creating customer-centric marketing, i.e. marketing that is geared to the consumer in terms of content and context. If we are relevant in terms of the content we have to offer and we can bring this in an entertaining and positive manner, we can generate fans.
Jennifer Palmer Farrington's insight:
What a great article - making content about the customer can drive opportunities!
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While generating that first touch or conversion is critical, the move to nurture-based marketing and marketing automation is driving the approach to content marketing for the majority of firms surveyed Aberdeen’s Content Marketing study.
Jennifer Palmer Farrington's insight:
Content marketing that is focused on the prospect helps to move them down the sales pipeline.
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The best content invokes emotional triggers which not only interest the reader, but compel them to share the content as well. Here are six insider secrets.
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Smart sales professionals are using effective network mining techniques combined with content assets to turn what we used to refer to as cold calls into very effective smart calls.
Jennifer Palmer Farrington's insight:
Understanding who is out there reading and responding to your social media, content driven campaigns is the key to being able to approach them with intelligent conversation.
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You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? Via Stefano Principato
Stefano Principato's curator insight,
August 25, 2013 6:17 AM
This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level.
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Good content marketing throws away all the conventional wisdom that's taught in an English class and embraces the culture that the internet has developed.
Jennifer Palmer Farrington's insight:
Knowing your audience and writing to them is better than following old English rules.
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Infographics are a popular topic. Here are tips for using infographics for B2B marketing.
Jennifer Palmer Farrington's insight:
Using infographics well can help define your message in a clear way that sticks with your audience.
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Are you involved in content marketing and still think that turkeys can fly? I suggest you read along.
Jennifer Palmer Farrington's insight:
Make sure the ads you run are a reflection of your company, its history and its culture - and double check the meanings in several languages!
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Don’t listen to social media gurus and forget the buzzwords. Here are the only 2 things you need to get started on a winning social media strategy: Are people talking about you AND did it leading to your desired outcome?
Jennifer Palmer Farrington's insight:
Going back to the fundamentals - is what you are doing on social media impacting your bottom line? If not, look into ways to tailor your approach.
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Change has come to B2B Marketing and now the question on the minds of marketing leaders is how to deal with it.
Jennifer Palmer Farrington's insight:
"B2B Marketers need to stop hiding behind the notion that our products or services are 'complex.'" We need to tell our services story as simply as possible and the audience will follow.
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This past May I wrote an article entitled Why The Value Of Content Is Nothing New. The opening line to that article would also be appropriate here:
Jennifer Palmer Farrington's insight:
"Reuse, Repurpose, Regenerate - The 3 Rs of Content Marketing" We have great materials already developed at most B2B firms, we can simply repackage it for our clients and prospects.
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Jennifer Palmer Farrington's insight:
Link in with us at WeiserMazars!
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Loyal customers are extremely important for businesses as constantly attracting new shoppers and converting them into customers is a costly process.
Jennifer Palmer Farrington's insight:
As marketers, we need to make sure we have a defined plan for our clients to engage them beyond the initial project, and become their first call.
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Digital influencers are your content marketing distribution army. Here's why you need them working for you!
Jennifer Palmer Farrington's insight:
I would also include other service vendors your clients are working with, such as law firms, banks, private equity firms, etc. Getting them to refer their clients on you makes for an easier sale!
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Every company needs a great website, but does it answer these 3 marketing questions about your product? What, Why, and How?
Jennifer Palmer Farrington's insight:
What needs does your service provide to the client? Keep it simple in the answer and use clever tools to get the message across.
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Discover 5 major brands with a YouTube presence you can't help but love, and associated YouTube marketing tips. Via Stefano Principato
Jennifer Palmer Farrington's insight:
Geico is still my favorite ad of all time
Stefano Principato's curator insight,
August 25, 2013 4:27 AM
Companies are embracing video and multimedia marketing and here are five examples of companies that have very compelling YouTube profiles and why they are shining examples of multimedia marketing.
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20 amazing examples of content marketing coming straight from Joe Pulizzi's book, Epic Content Marketing. Examples include John Deere, Google, Adobe, LEGO, Coc Via Stefano Principato
Jennifer Palmer Farrington's insight:
Personally I love Adobe's CMO.com
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Content marketing isn’t just about targeting the consumer. It’s actually a great tool for reaching influencers and decision-makers in the B2B sphere. Although don’t just take my word for it.
Jennifer Palmer Farrington's insight:
89% of those using content marketing believe that customer testimonials are a very effective content marketing tool to employ.
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Learn why context is so important not just for marketing, but also for sales and services, too...calls-to-action which dynamically challenge and are relevant to the view had a 42% higher view-to-submission rate than calls-to-action that were the same for all visitors.
Jennifer Palmer Farrington's insight:
Technology has advanced to the point that we can know specifically what our customers are looking at and for - making our job easier to reach out and be meaningful to them
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The worlds of content marketing and comedy don't exactly overlap, but we're here to tell you that there are lessons to be learned from comedy writing that can apply to content. Seriously, find out ...
Jennifer Palmer Farrington's insight:
Be original in your content and specialize in the tactics you use.
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We should post slide #5 on every office wall!
The top-3 goals of content marketing:
1. Lead generation (71 percent)
2. Thought leadership & market education (50 percent)
3. Customer acquisition (45 percent)