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- Start Smart: A 10-Step Social Media Guide for B2B Marketers
by Christina "CK" KerleyThere's no escaping it, marketers: Amid a flurry of headlines, bestsellers, and reports documenting social media's meteoric rise... the future has arrived. But for a B2B executive tasked with making sense of it all, wouldn't it be nice if the future came with a road map? Follow this 10-step guide. more - Yes, Facebook Is a Business Tool by Paul ChaneyIs Facebook really a tool for business? Paul Chaney says yes. Much the same way a power company connects homes and businesses with electricity, Facebook is a "social utility" designed to facilitate connections between people as well as businesses. Accordingly, it can be highly useful as a business tool. This article ... more
- Mobile Coupons: Your Message on the Move by Bob BentzAsk most US consumers whether they want to receive mobile-marketing messages on their cell phones, and they will usually answer with a resounding "No." Consumers worry they'll start receiving unwanted Viagra ads and messages from a prince in Kenya. Nothing could be further from the truth. more
- Write From Your Reader's Perspective by David FidelerWhen potential customers arrive at your website or look over your marketing materials, they immediately want to know what's in it for them. If that's not obvious, chances are they will move on quickly. By using the word "you," you begin to establish a connection with readers because you address their ... more
- The Surprising Evolution of Online Marketing in Software Sales by Jayson GehriOnline marketing is nothing new for software marketers. It's only natural that the software industry and computer-software users migrated to the Internet early on. So although the idea of online marketing isn't new, how software is marketed online continues to evolve. more
- Want to Better Manage Web Content? Five Questions for Your IT Staff by Ryan StockerWell-run marketing campaigns must be supported by well-run websites to deliver rapid return on investment. By posing these five simple questions to IT staff, marketers can take on a more active role in ensuring a positive Web experience for visitors—delivering campaign results and, ultimately, corporate success. more
- Why 70% of Facebook 'Fans' Don't Want Marketing, and What You Can Do About It by Morgan StewartMost consumers who use Facebook and are a "fan" of a company or brand don't believe they have given those companies permission to market to them; many don't believe marketers are welcome in social networks at all. But here's how companies can connect with fans without turning them off. more
- Eight Ways Marketers Can Benefit From Using Alltop by Mack CollierIn aggregating and organizing content from top sites around the Internet, Alltop goes a long way toward solving the filtering problem that many of us have. Alltop can be an invaluable tool for marketers. This article shares eight ways that we can benefit from using Alltop. more
- Is Anybody Following Your Thought Leadership? Five Best-Practices by Paul McKeonA big part of making market leadership pay off is an ability to convey and promote thought leadership. Thought leadership is the outward expression of market leadership. It conveys your views on where your market-space is heading (or should be heading), and by communicating in that way, you show confidence ... more
- 22 Cheap or Free Web Usability Tools, Part 2 by Craig TomlinIn Part 1 of this series, we discussed the value of usability testing and talked about some testing tools. Here are more reviews of low-cost or no-cost usability tools. more
- Four Case Studies: How These (Very Different) B2B Organizations Are Succeeding With Social Media by Christina "CK" KerleyEven though B2C companies get the lion's share of coverage about the benefits of social media, B2B organizations of vastly different sizes and industries are making striking gains in employing these technologies to increase their market share and solve revenue challenges. more
- The Three Most Popular Social Networks for Business (and Why You Should Use Them) by Paul ChaneyAn ancient proverb states that a "cord of three strands is not easily broken." By way of analogy, I hypothesize that the more individual connections to a particular person you have, the stronger your overall relationship with that person will be. In constructing my social graph (i.e., my network of connections), ... more
- Marketing: Beware of 'Outkicking the Coverage' by Laura PattersonAlthough football metaphors abound in business, this article explores the idea of "outkicking your coverage," which is when an overly strong player can actually be harmful to a team's performance. "Outkicking" refers to when an exceptional punter kicks the ball so far down the field that the runner for the receiving ... more
- Making Your Email 'Social-able' by Kara TrivunovicTake a minute and think about the folks with whom you socialize. You may have a professional network (LinkedIn) and a personal network (Facebook). You may tweet for fun or business, or for both—or maybe you just follow some sports figures on Twitter to keep up to date on the ... more
- Proving ROI for Search-Engine Optimization by Dan SkeenSearch-engine optimization (SEO) provides several return on investment (ROI) measures that can have a positive impact on a company's bottom line far more visibly than most marketing tactics. Yet despite all the potential, and the many SEO success stories, it can still be surprisingly difficult to make a case for investment ... more
- Moving From Data to Action by Justin TalericoYour site visitors are not one big herd of cattle moving from Point A to Point B. So to optimize response, you need to segment your visitors and your analysis. more
- 3-D Analysis, No More Guesswork by Scott BrinkerPost-click marketing at its most basic is a conversion path rather than a single landing page. People who respond to your ad land on a path. As they move along this path, they make choices that give you information. more
- Give the Gorilla the Banana by Justin TalericoHave you heard the concept of “giving the gorilla the banana”? In post-click marketing, the gorilla is the audience you want to convert and the banana is the reason they clicked your ad in the first place. more
- Which Type of Landing Experience is Right for You? by Justin TalericoThe type of landing experience that’s best for you depends on the situation. Check out these guidelines to make sense out of the options. more
- Message Mapping by Scott BrinkerLanding page strategy is about rising above the tactics of landing page optimization to focus on post-click marketing at a higher level. In the spirit of that mission, I’d like to share with you the idea of a “message map” that can be used for broader landing page planning. more
- Lead Generation Tactics Based on Prospect 'Temperature' by Justin TalericoWhen you’re in the trenches of post-click marketing, it’s easy to forget the relationship of what you’re doing to the wider context. This is especially true in lead generation because of the significant number of variables that impact success. more
- Offer Alternatives to Identify Your Best Prospects by Justin TalericoThe art of aligning your strategic objectives with the needs within your clickstream is critical to targeting your message and converting those people who are the best fits for your offering. more
- How Many Segments Do I Need? by Anna TalericoSheena Iyengar is a full professor in the Management Division of the Columbia Business School. I learned of her work in Malcolm Gladwell’s Blink. Iyengar is one of the leading experts on choice, and how choice impacts our decision-making. She is also my new hero. more
- Customer-Centric Segmentation by Scott BrinkerSometimes, when we talk about segmentation, we can get caught up in thinking about it as merely categorization—we’re deciding what labels to put on people into and who belongs where. This is like thinking of segmentation as a kind of filing system. more
- Segmented Audiences are 4X More Valuable by Justin TalericoSegmentation is immensely valuable. Behavioral targeting of ads is hot because—surprise, surprise—when you give people more relevant messaging and content, you get better results. more
Upcoming Online Seminars
- Getting Brand Exposure with an iPhone App: Easier (and Cheaper) Than You Think December 10 with Carla White
- Choosing Your Facebook Marketing Tactics: Fan Pages, Groups, Ads... or All of the Above? December 16 with Jeff Widman
- A Killer Facebook Fan Page: Building It, Keeping It Fresh, and Integrating It into Your Marketing December 17 with Jeff Widman
Most Popular How-to Articles
- Ten Steps for Creating a FANtastic Facebook Fan Page by Mari Smith
- Why 70% of Facebook 'Fans' Don't Want Marketing, and What You Can Do About It by Morgan Stewart
- The Three Most Popular Social Networks for Business (and Why You Should Use Them) by Paul Chaney
- Yes, Facebook Is a Business Tool by Paul Chaney
- 22 Cheap or Free Web Usability Tools, Part 1: An Introduction by Craig Tomlin
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