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Fundamentally, business is about beating the competition. You cannot make judgments around strategies for doing so without first understanding the strengths and weaknesses of competitors.
Data plays a key role in B2B marketing. Here is an outline of three ways marketers can reap the rewards of being more data-driven.
Marketing vs. User Experience. It doesn't have to be a hostile relationship. By using the principles and experiences of one field, you can improve the quality of the other. To improve your marketing, think like a UX designer.
Influencer marketing is one of the most effective ways to drive sales and grow your brand online. But you'll need to take a structured approach to building a long-term relationship.
Sales and Marketing misalignment not only saps marketing ROI but also slows pipeline growth, drags down conversion rates, and contributes to slow growth—or even loss—in revenue. But you can fix it.
Often, the hardest thing for a marketer to do—conceptually—is to separate brand from product. "Our brand and product are inseparable," I've heard it said—by some very successful people. But that's all an illusion.
At a time when marketers are challenged to furnish steady streams of engaging content, curating other people's content is an effective tactic. Still, it merely shifts the challenge to "How do I identify and curate valuable content?"
Personas are not new. What is new is taking personas and applying them to social media. This article provides four approaches to creating personas to increase the relevancy of your social media content.
Four technologies are driving live-event marketering: social, mobile, analytics, and the Cloud (SMAC), providing new ways to know your fans, reach them at the right time via the right channel, and measure results to ensure you spend precious marketing dollars wisely.
How can businesses use location to increase conversions and sales?
Often, great ideas come to us when we least expect them, but it's annoying when we can't generate content on deadline. Still, don't worry, this is the 21st century... We have technology and experience on our side.
To increase engagement and overall effectiveness of email campaigns, marketers need to focus on inboxing. Why? Because higher inboxing rates translate into higher open, click, and conversion rates, all of which ultimately affect program revenue.
The vast number of available marketing technology options is proof that marketing is evolving into a technology-powered discipline. To ensure your tech investments truly help your organization thrive, make sure they constitute an effective, efficient, and sustainable "technology ecosystem."
Generations are shaped to some extent by the times in which they come of age, so it makes sense for marketers who wish to reach millennials to understand the forces and behaviors that drive this diverse group.
You pour weeks into preparing for launch. You finally release the product and eagerly wait for sales to pour in. Yet, they don't. You blame the product: Should we add features? Are the colors wrong? But maybe, your copy is what's falling short.
For most marketers, coming up with content ideas is easy at first. We have them when we are at the gym, driving to work, or sitting at our favorite coffee house. But after a while, the well starts to run dry.
Delivering a great presentation is not only hard but also critically important to your business. If done correctly, a presentation often means the difference between getting that new customer or wondering what went wrong.
If you don't continually re-examine your clients and your brand in order to communicate your company's unique selling proposition, you could be muddling your value or—worse—speaking to the entirely wrong audience.
Most B2B companies are bad at social media marketing. They're too boring, or too product-focused, to engage social media users and develop a following, which leads management to conclude social media is for B2C. Which is wrong, of course.
Companies that mine the otherwise hidden person-to-person chatter of social media gain invaluable market intelligence into what consumers really think of their brands and competitors.
Creating lasting connections with email has never been more challenging. These tips will help you cut through the clutter while adhering to ever-changing regulations and convincing subscribers to stay loyal.
Grab your customers' attention and get them to respond to your television and radio ads by following these seven tips based on 25 years' experience crafting direct response commercials.
One of the hardest financial decisions when naming or renaming a company or product is whether you should splurge for the exact .com domain name—and, if not, how you should adapt the URL.
What if you could make your emails more interesting? And, what if, by making them more interesting, you could increase opens, click-throughs, and conversions?
You'll learn how to optimally display products or services on your pricing page, get your customers to choose the product you suggest, and use incentives and bonuses to increase conversion.
When people fill out your email subscribe form, they're showing a strong indication of purchase intent. Forms are also a first step toward gathering vital data for targeting customers with relevant information.
These days, many business buyers have already made a decision about what they're going to buy even before talking to a vendor. Sales needs to adapt to be on an equal footing with buyers. Luckily, Marketing can help Sales do just that.
Usually, advertising doesn't come cheap, but it can be cost-effective—if you do your homework ahead of time and follow some best-practices.
Just as you would when targeting any niche market, you need to follow some basic rules to effectively market to Spanish-speaking customers.
Success stories (case studies) are a crucial part of the marketing process, especially when complex business issues and solutions are involved. These tips will help you write successful success stories.
Today's brands engage customers daily through social and digital channels. We recently researched how successful companies use those ongoing conversations to shape their new-product development process.
This article will compare various tools for creating infographics to help you find the right tool for your own infographic marketing needs.
How mobile app makers and marketers learn from their peers' mistakes is what empowers them to create an app that engages users. So let's take a look at three common mistakes—and how to avoid them.
For marketers considering push notifications in their mobile marketing strategy, these tips for triggering hyper-personalized notifications will help build brand loyalty, as opposed to pushing users away.
Here's how you can reach Hispanic consumers, who are far less likely to access the Internet from a desktop computer, but more likely to own and use a smartphone, than non-Hispanics.
Are people watching your videos? If so, who is watching? And what are they doing after they watch? Here's how to use YouTube Analytics and Google Analytics to understand the impact your videos are having on your business.
Today's marketing environment is noisy and crowded. We have so many new techniques to promote our products and services that the chaos and clutter are getting worse. How do you get heard above all the noise?
When customers use your e-commerce site's search function, they're very likely looking to buy. If your site search isn't running optimally, you're losing sales.
The Apple Watch has been making a splash with consumers since its launch. For brands, it offers a key moment to make a very personal connection with customers.
Would you like to be perceived by the C-Suite as someone with business acumen? As influential, credible, and relevant to business? Of course you do! Who wouldn't? Yet, only 1 in 5 marketers is perceived that way.
Preparing for presentations is tough, tedious, and time-consuming, and the cardinal rule once you're in the room is to engage those in your audience—not put them to sleep. These seven tips should help.
Gaining leadership support and financial investment for a rebrand requires careful preparation of a rebranding business case that clearly outlines the need, the opportunity, the risks, and the cost of not rebranding.
Many factors go into on-site optimization, but three items stand out as not only crucial but also frequently shortchanged or completely overlooked. Here's how you can give each its due and dramatically boost your SEO performance.
How organized your marketing team is—how information is passed along, how tasks are carried out, how effective the team's communication strategy is—can determine its success or failure.
Converting social media fans requires more than constant sharing; it requires understanding the ways they interact and build relationships.
Brands looking to launch referral programs or fine-tune their current efforts must embrace best-practices that help guide audiences through three distinct phases of engagement.
A LinkedIn marketing or selling strategy is the difference between a B2B sales or marketing team that drives consistent revenue opportunities and one that just has lots of connections it does not engage with.
Managing deliverability can challenge even the most well-respected brand. Government regulations, inconsistent Internet service provider (ISP) policies, emerging technologies, and changes in subscriber behavior all add to the complexity.
Eager to prove its worth, Marketing is moving down the sales funnel, and some marketers are assuming sales enablement roles. Now's the time to become a cost-saver rather than remaining a cost center.
Believe it or not, the Declaration of Independence follows a simple formula dating back thousands of years to one of the original thought leaders about the art of persuasion: Aristotle.
If you want to make sure your ads are seen by the right audience, it's time to combine some advertising tools and strategies that make targeting (almost) as successful as selling hot chocolate at the ice rink.
Say what you will about her music, persona, or awards-show grooving... Taylor Swift is a marketing genius. From product launches and rebrands to borrowed equity and social media domination, her actions read like a strategy textbook.
There are a ton of reasons that top brands—and small companies—are active on SlideShare: It provides an enormous opportunity for any content marketer.
Here's how you can use location data—right now—to boost engagement, offer more personalized experiences, and build loyalty with users.
Whether you're an already-established business or you're just starting out, customer feedback can serve directly as a tool for customer acquisition and, indirectly, as a tool to boost other customer acquisition channels.
With all the buzz about and the allure of content marketing, jumping in quickly and then not seeing the expected results happens a lot. Here are three common mistakes and some ideas for how to avoid them.
Especially in this data-hungry age, all marketers can learn customer-relationship lessons from the healthcare industry's experience with obtaining and sharing data.
These days, PR is not just about getting immediate coverage: It is also about the secondary (i.e., curated) coverage that can make all the difference in winning the attention of the desired audience.
Many marketers are more comfortable with words than with numbers, but if you're willing to run a few equations, you might gain tremendous insights into the success of your content. And, more important, you'll probably be more likely to keep your job.
Choosing the right email service provider could make the difference between adequate results and extraordinary ones. Consider these six must-haves of an ESP for a mutually beneficial partnership.
You need a solid strategy to stage a successful tradeshow exhibit. You're competing for space, attention, and sales, so you can't get lazy with any part of your tradeshow planning.
Using effective imagery is a big part of the marketing process. By combining images with useful information and conveying your brand, you'll be well on your way to building an engaged community of followers.
Creating and running an email marketing program can be as difficult as... finding an enjoyable first date. The similarities don't end there. Here are four simple dating rules you can apply to email marketing.
Here's a tried and true way to dramatically increase content success on Facebook: Post engaging content! Easier said than done, of course...
How a business presents its services to potential customers is of paramount importance. And you may get just one shot at it...
If your website runs afoul of Google's website guidelines, you may well be penalized by its Penguin algorithm. And once you've been slapped by Google Penguin, it's difficult to have those penalties revoked. But it's not impossible.
No matter how much effort you've put into designing your website or mobile app, the proof of the pudding is in the testing, which allows you to learn what the actual users of a product think about it and how they use it.
For a lot of companies, finding PR success can be extraordinarily frustrating—especially when just starting out. But the good news is that it's actually fairly simple to get your brand name out there and in the media.
Here's why a content discovery tool must be part of every social media manager's arsenal, and these are some popular content-discovery tools businesses are using.
Marketers can deliver on the value of strategic—not just operational—speed to gain competitive advantage by upping their analytics and alignment game.
Pricing is more than cost plus margin or lowering your prices just a tad below competitors'. Think like a buyer to zero in on profitable pricing strategies tailor-made for you, with the added benefit of setting you apart from the competition.
Technology has changed consumer behavior, in turn forcing marketers to consider newer takes on traditional pricing models. You now have to dig deeper into buyers' thought process to understand what persuades them to buy.
The question of the day among millennials is "where can I capture an unforgettable experience right now?" Instagram presents a unique opportunity for brands or organizations to connect with their communities in new and interesting ways.
Content isn't always easy to write; in fact, depending on the topic or the industry, it can be downright difficult. Here are seven helpful tips for developing relevant, engaging, and creative content.
Ideally, your mobile app will do more with a push message than simply display an "FYI" or reminder. Here are some new ways that you may not have considered before for using push and inspiring action.
As the number of marketing channels and technologies continues to grow, so too does the need to hire specialists for your team. How do you ensure your company is selecting the right marketing expert for your open position?
Even the world's most effectively led, proactive, and well-organized content team is going to end up dead in the water without continuous quality input from within the organization.
Marketers recognize the growing need for timely, relevant content that can engage audiences, but developing original content on a consistent basis can be too costly and too time-consuming.
Big Data-enabled capabilities will require a new level of marketing sophistication and creativity. Your marketing department, and your organization as a whole, needs to prepare for a future IT landscape dominated by Big Data technologies.
Producing video is a pain. You're busy. Really busy. How can you cram a difficult, time-consuming, and expensive process like video production into your daily grind?
How well data and research are integrated into a presentation or pitch can make or break it. But not every marketer is a natural-born data geek. How can you work staid data points into a compelling presentation?
With an integrated content strategy, marketers can provide a more consistent message, expand a company's network of potential customers, and better connect with prospective buyers—all while driving greater returns.
Rather than competing head-to-head, consider the players in your field and how you could combine efforts to help both you and the other company—and, ultimately, your own customers.
Five months into 2015, search and content marketers are deep into the grind of links, keywords, content, and conversions. To keep your momentum going into the next year, adopt these five strategies.
You've heard of influencer marketing—but "marketplaces"? It's a smart idea (and the next big thing): Brands go there to find and hire bloggers to write reviews or mention them in posts; bloggers go to land gigs.
The only way to increase your search engine rankings and achieve long-term results for your business is to implement ethical, white hat SEO techniques that keep you in Google's good graces.
Marketers feel the pressure. They know that their credibility and influence are at risk when they cannot connect marketing activities to business results. Here's how to fix that problem.
A content creation framework can help employees across departments gain recognition as subject-matter experts and thought leaders—while helping the company achieve business development and strategic marketing objectives.
You've been told by "experts" for years that if you blog consistently, you will see truckloads of traffic, thousands of subscribers, and millions of dollars in sales. Here's the truth.
Guest-blogging is one of the most effective and widely used methods of gaining exposure via sites other than yours. But measuring the effectiveness of a guest-posting campaign is where most go wrong.
For many B2B marketers, getting in front of senior decision-makers is tough to do. So how can you get the C-suite to hear your marketing message? These five elements will position your marketing in a way that builds trust.
The reality is you can't run a business without having someone providing an online rating, review, or comment. It's an expectation in the age of transparency.
Taking content marketing from theory to reality can prove complex, time- and resource-prohibitive, and, when not done well, ineffective. That's why you need a crack team with these six key players on it.
Whether you are new to the e-commerce game or you've been selling online for years, there is always room for growth. And these seven tactics are the best way to achieve that growth.
The Web is chock-full of boring copy. But your website doesn't need to hang out with that crowd. Creating copy that connects with your audience is easier than you think; however, vague advice like "talk benefits" and "use your own voice" won't cut it.
What makes social networks so addicting? Here are four ways to apply their tools and tactics to your own online properties and keep your audiences from straying.
Contact forms, request-a-quote forms, market research forms, newsletter subscription forms... so many kinds of forms! If only you had a silver bullet for easily crafting a form that perfectly converts.
Companies and marketers are wasting time and resources on creating sales materials that are not what sales teams need. What can be done to give Sales effective tools it can actually use?
Positioning shouldn't be left to chance. Unless you do your research, your message to the market has almost no chance of getting through and hitting the mark. Here's what you need to do.
As we continue to ask for more an more of our digital campaigns and products, we need to look at where it all starts—with the digital brief. But most briefs are simply too long, too specific, and too tactical.
A few weeks ago, I wrote about six stupid marketing metrics that need to die. The response was overwhelming. But marketers wanted to know which metrics still matter. These four do.
Especially if you're taking an integrated marketing approach, your customers need to be driving the decisions your company makes. If not, your brand could risk becoming irrelevant or—worse—offensive to your audience.
Ideas are the lifeblood of any content marketing campaign. Without new ideas, campaigns will quickly become stagnant. Here's how to consistently deliver winning ideas over the long term.
Learn when conducting a survey is appropriate, get tips on survey design, and understand how to incorporate survey results into PR and marketing activities.
These 10 Web design trends are among the fading. Ditch them if you want to keep with your competition and increasingly demanding audiences.
In a typical inbox, people see only three pieces of information when trying to decide whether to open your email. That's not much. Shrinking attention spans and itchy delete fingers make getting it right crucial.
You've heard of growth hacks... Here are five marketing hacks. They don't take a ton of budget, but they have a huge impact on your content creation, customer relations, and sales tactics.
How can you effectively deliver personalized communications to a consumer base of thousands or even millions of customers and prospects? These five steps can help.
Creative talent can be a major differentiator for your brand, but creatives in corporate offices can be a frustrated bunch; they often feel stifled by rigid parameters. What can you do to keep your creatives from walking out the door?
SEO might seem a Herculean task for local businesses, but it doesn't have to be. Here are seven little secrets to effective local SEO.
When Google decided that mobile-friendliness will influence site rankings in search results, responsive design became a must. But what about the impact on copywriters and other content creators?
Today (April 21), Google's algorithm update will turn mobile optimization from nice-to-have to necessity. If your website isn't mobile-friendly, expect your search rankings and Web traffic to take a hit on April 22.
Learning about how software developers plan and execute their work can offer useful insights into how digital marketers can better structure and implement their own work.
Here you are, charged with exciting media buys, and you find that there are literally thousands of data providers who tell you using their insights will allow you to find the perfect audience.
What is digital rights management, and what does it mean to your business? This article explains how copyright infringement might occur in your organization and offers some practical ways to avoid it.
Many companies are using inbound marketing in their home markets. The good news is that globalizing your inbound marketing is more a matter of localizing existing content than creating it from scratch. Here's what you need.
Keep these six items in mind as you go through the event-planning process; they will help you make sure you and your stakeholders are prepared for the tasks ahead and able to generate a high ROI for your event marketing.
Though marketers use metrics and analytics to prove and improve marketing's value, the two are not the same. We explain each and offer a checklist to help you determine your team's proficiency level.
Generating leads is a huge part of our job as marketers. And even though content marketing has become vital for capturing leads, creating content that actually converts is a constant struggle. That's where quizzes come in.
"Authenticity" has become a word that's bandied about in marketing, and businesses are striving to align with this increasingly valued concept. But what does it mean to be authentic in today's market?
Marketing is supposed to make—not cause you to lose—money. But if you aren't careful, simple flaws in your marketing and website can lead to chargebacks. And nothing can drain profits faster than chargebacks.
To find business truths, the experimentation mindset goes beyond testing—and applies not only to your digital marketing and analytics teams but also your product marketing, user experience, and development teams.
You were hoping for more leads or conversions, yet it seems your SEM campaign is burning through its dwindling budget but not delivering... It's time for campaign optimization.
Writing landing page copy that converts like crazy isn't as simple as running through a checklist of best-practices. But it is as simple as following these three super-powerful pointers.
Content marketing crash—it's that inevitable decline in engagement and conversion after you've gained huge ground. Even the best B2B content marketers can get mired in these muddy battlefields.
Here are three of the biggest shopping cart turnoffs that can kill your e-commerce sales—and some easy solutions to keep customers engaged throughout the checkout process.
An email marketer should have one goal in mind: capturing readers' attention so they respond to the email's call to action. Here's how you can help ensure your customers engage with your emails.
Creating great CTAs is more than possible, yet so many links in brands' marketing emails remain unclicked. And many of those emails are never even opened in the first place.
When you begin any content marketing initiative, you quickly realize how difficult it is to churn out incredibly good content regularly. How do you solve that conundrum? The solution is content curation.
From renting floor space to designing and building your booth, tradeshow costs can quickly add up—into a five-figure sum. Which is why it's essential to also measure how much you earn as a result of the event.
It's amazing what some marketers are still measuring. Maybe they don't know any better, or maybe they're just married to legacy metrics that once made sense. But they're probably doing their campaigns more harm than good.
After your website visitors arrive at your online shopping cart, it's simply a shame if your cart then fails you by not helping you achieve the conversion.
Being on hold on the phone is probably one of the most attention-focused customer touchpoints there is. It can have a huge impact on how your customers feel about your brand.
Today, you can easily create a website, and even gather a team around it to grow the site through content. But that's not enough to get your site on the first page of SERPs.
When you're recognized as a brand authority, you become the go-to business in your industry, you can be more selective with clients, and you can charge higher rates that reflect your expertise.
Email marketing is likely a vital part of you marketing strategy. You'll need to keep up with these email trends if you want your marketing to remain relevant.
Achieving agility starts with your company's culture—which is where the rubber really hits the road. These four steps will guide your transition from traditional to agile marketing.
The voice channel is not going away any time soon, so spend time considering your options and planning, and be strategic about the branding and marketing opportunities your phone presence affords.
Brand tone of voice is vital to expressing your brand identity. The correct tone can help a company distinguish itself from competitors, reinforce the brand's personality, and underpin the brand's promise to its customers.
Your marketing plan (and accompanying budget) defines the body of work you carry with you for at least 12 months—everything you do on the job. And, if you do it right, it's your golden ticket to successful marketing.
A good company name doesn't have to tell customers exactly what you do. Names that hinge on a compelling narrative are often far more powerful.
Maximizing the lifetime value of your customers is central to maximizing the value of your business. Companies sink or swim based on their ability to retain customers.
As a marketer, you're often wearing many hats and simultaneously managing a variety of responsibilities and tasks—from social media to content creation. Luckily, there's an app or service for almost every marketing activity out there.
Your booth's location at a tradeshow can be either beneficial or harmful. Here's how to make sure you're prepared to select the best location possible for your company's both.
Online reviews appear in search results when people are evaluating your product or service, and professionals regularly frequent review sites when searching for solutions.
Automated email campaigns can help publishers—whether traditional, new, media and entertainment, gaming, or apps publishers—reach the right audience at well-timed moments to drive more website traffic.
This handy little guide will steer you through the best-practices of setting up your digital asset management system—and show you that it's as easy as running a bake sale (but maybe not as tasty!).
Your to-do list never seems to dwindle, no matter how often you hack at it. But chipping away at your marketing tasks would be so much easier if your figurative ax were sharper. These tips can make it razor sharp.
A perceived lack of credibility is one of the silent killers of great sales opportunities, since big potential clients are famously risk-averse. If you don't have great coverage—and therefore credibility—those potential clients won't ink deals with you.
As a B2B marketer, you're responsible for driving leads. But what happens when you overlook a valuable channel, such as inbound phone calls—which are excellent for generating leads? Nothing good...
"Old-fashioned" tactics such as tradeshows are often the most effective for achieving B2B companies' top marketing goal: getting more customers. But far too many spend far too little time on choosing the right sales reps for tradeshows or networking events.
Even after a CMO is accepted into the C-suite, a lot of confusion remains about what he or she should be delivering. The answer starts and ends with demonstrating a significant, positive marketing ROI. But how can a CMO do that?
Mobile marketing is practically made for small and medium-sized businesses (SMBs). Let's talk about how you can get mighty with mobile, and zero in on your audience with pay-per-click mobile campaigns.
In the emerging sharing economy—modeled on collaborative creation and consumption—you can't effectively "create customers" without a deep, empathetic, and evolving understanding of their aspirations, challenges, and needs.
UGC-enabled marketing is no longer a fad; it's become a core part of modern marketers' toolkit. A closer look into UGC benefits, applicability to B2B, and a few key examples from major brands should put to rest any doubts.
Events—if done properly—can be a successful technique for marketing and engagement. Here are five tactics you can use to ensure your attendees thoroughly enjoy your events and, in turn, improve ROI.
Investing in owned media, such as a corporate blog, is crucial to a company's success in content marketing. But what does it take to launch and sustain a successful business blog? These six best-practices and tactics.
Managing content marketing can be stressful. This brief guide will show you how to use time and technology to maximize success without raising your stress levels.
Innovations are helping email to continue leading the way to more contextual and cross-channel experiences for consumers. Here are seven ways to tap into the contextual power of email.
The impulse to acquire what is scarce is wired deep into the oldest part of our brain, alongside our other survival instincts. Here are four ideas for how to implement the scarcity principle in your favor.
Although blogging is an effective marketing, branding, and sales channel, businesses don't make effective and efficient use of it. In fact, most corporate blogs add little real business value.
Your customers' experiences with your brand have the potential to turn them into your advocates who take the message of your company and products and deliver it for you—online and offline.
When you understand your customers' personal aspirations and fears, you can craft emotionally relevant brand messages that humanize your brand and help you communicate more authentically.
To ensure a customer-centric vision takes root in your marketing organization, you need to establish clear metrics that are linked to the company's strategic, operational, and financial goals.
So, you've got a great brand and a dynamite product or service that you offer to the universe. What's next for you? A brand extension, of course. Ah, if only it were that easy.
B2B content marketers consistently cite creating content that engages as a top challenge. Making the task harder still are marketers' preconceptions. Here are reality-based strategies that counter those myths.
Launch day is the end of a long road and the beginning of another. To make sure your startup can thrive during the journey, you'll need to walk through these 11 steps first.
Just a bit of know-how and practice can generate the kind of pins that engage other Pinterest users and drive traffic to your website. Millions of pins go up every day, but you can still make yours stand out.
Clearly, women are attracted to marketing—and, very often, they're good at it. So why are there so few women at senior marketing levels? These tips from top woman marketers can help all of us market ourselves.
These five habits are the most helpful, descriptive, easy-to-learn, and effective for becoming a master of adding meaning to marketing noise—once you learn to put them into action.
You're on a constant quest to connect with prospects, customers, and subscribers. Cultivating a high-performing email list should be a priority. These four steps will help build your list—and boost your marketing.
Many businesses concentrate their social media marketing on Twitter, Facebook, and LinkedIn. But why miss the opportunities afforded by the likes of Tumblr, Instagram, Pinterest, Google +, and Ello?
Marketers want to know what their competition is up to. Setting up Google Alerts and following your competitor's Twitter feed can get you only so far. So what's the best way to gather competitive intelligence?
When your customers are using more devices than ever before, across more channels than we could even fathom 10 years ago, you need to ask, How can we better engage our customers?
The modern marketer can feel overwhelmed by progress: You can feel as though you're drowning in new opportunities, obligations, and demands. To stay ahead of the curve, keep these resolutions in 2015.
To create more connected brand experiences for our customers, we need to go from inside-out digital marketing to outside-in, cross-channel experience marketing—which focuses on the customer's needs and intent.
Innovation is critical to both the success and the survival of organizations, and imagination is the spark that fuels it, Sir Ken argued. That sounds both vague and high-minded, doesn't it? But holy wow... his talk so wasn't!
If you had to choose one digital branding profile to work on, focus on your LinkedIn profile. Why? Because, in business, it's often the first place people go when they want to check you out.
B2C marketers readily capitalize on the benefits of all the conversations and hoopla related to what are considered major consumer events, but the truth is... B2B companies can, too, and they should.
Many email recipients feel compelled to purge their inboxes and subscriptions at the start of each year. How can marketers deal with this detox mode—and make sure their messages (and customers) aren't lost for good?
A whole new marketing phenomenon has blossomed, enriching the user experience like never before: cloud technology. It's innovative... and it's threatening to turn into its own unique nightmare for companies.
To dramatically increase your mobile email open rates, let's take a look at exactly how to optimize the only three lines that matter.
In Part 2, you'll discover more lessons from Westeros's favorite characters and clans about how marketers can develop connections on LinkedIn.
What can you do to counteract the ill effects of Facebook's recent changes to its News Feed algorithm... and continue to get the most out of the social network?
Securing buy-in—and budget—from board-level stakeholders is one of the biggest challenges marketers face. Particularly in B2B firms, Sales often has more influence than Marketing. So what can you do?
Website conversion rate increases alone don't mean much. Revenue growth is what really matters. This article gives you seven examples (which you can use) that helped the author increase online sales by $21 million.
We might be in a Game of Thrones dry spell these days, but that's no reason not to glean some real-world lessons from Westeros's favorite characters and clans about how to develop connections on LinkedIn.
Firms with well-known industry experts and thought leaders are more likely to attract leads, command premium fees, and possess strong, recognized brands. Those "Visible Experts" have these seven traits in common.
Case studies are often dry, generic, or pretty much just a high school pep rally (minus the cool letterman jackets) cheering on the company. But they don't have to be.
How do you position your brand for success? What is the most compelling story you can tell about your business? Those are two of the most substantial questions marketers and entrepreneurs have to answer.
PowerPoint's best attributes often turn it into to a sales or marketing presentation's worst enemy and often resulting in a mind-numbing drill of slide-after-slide-after-slide. So how can you build/host an engaging presentation?
Marketing teams need to be innovative, quick-thinking, service-oriented, and committed to the company brand. That's a tall order. How do you keep the company's most creative team performing at their best?
There is no better way to determine the impact of a design, copy, or scheduling change on your email campaigns. But A/B testing can seem overwhelming to take on. These do's and don'ts will steer you in the right direction.
With the right planning and strategy, a selfie business campaign can be a great way to engage and connect both current and potential users and customers with your brand and products.
Most marketers say they cannot measure the ROI of their social media efforts. It's time to start thinking of social as a revenue-building medium—and adopt a results-driven approach toward it. Here's how to start.
Most businesses now look to social media as a tool mainly for creating brand awareness. To do so, though, is to ignore the real power of social media—as a driver of leads and revenue. Here's how you can get started.
The planning, design, writing, programming, and testing... a website can take hundreds of hours to build. The result of all that effort depends on a lot of little things—some of which, when done wrong, can hurt you. Big time.
Words. They can be powerful, passionate, and—if used correctly in marketing and sales communications and presentations—extremely profitable.
To create long-term customer loyalty and profits, marketing professionals need to find a way to extend the yearend holidays' sales momentum into the New Year.
As a marketer, you know that for your content to provide value, it must be (like food) consumed and digested. Straight from the marketer's cookbook, here are four tips for making your content readily consumable.
Facts tell, but stories sell. And there is no better medium than video for storytelling. Here's what to expect from video marketing in 2015.
Changes are coming, actually more quickly than they have in decades. Even for old-school industries, it's time to make important shifts in strategy—to rethink marketing and flip our media plans on their heads.
There is a lot of talk about the death of the sales funnel, but I disagree. The sales funnel is very much alive; it has, however, evolved.
Internet memes—images overlaid with text—are a popular way for brands to reach audiences. As followers and fans share the images, your products, logo, and brand spread to people you wouldn't reach otherwise.
Though pay-per-click (PPC) advertising and content marketing appear to be marketing islands unto themselves, many smart marketers use PPC to enhance their content marketing efforts.
We all know that a steady stream of leads is essential to keeping a business afloat. But coming up with original and effective ways to attract and convert qualified leads is easier said than done.
As you prepare your content marketing strategy for the coming year (and you are preparing one, right?), keep these awesome expert tips and nuggets of valuable advice in mind.
Consistency is important in integrated marketing, but that doesn't mean pushing the same content to every social media channel. Here are three examples of how to adjust content for multiple social channels.
It struck me this Thanksgiving that marketers could take a lesson from turkey gumbo—what I call the "leftover trick" for content marketing. Here are five simple ideas to get you started.
This holiday season, email marketers and online retailers are in a Hunger Games of their own: Keeping their emails alive—and out of the spam folder—will determine their ability to survive this season.
Marketing automation software can add to your workload, alienate important prospects, and cause you to add hundreds of dollars to the swear jar—or... it can deliver real, positive ROI. Here's what can make the difference.
In part 2 of this article, you'll discover six more practical ways to derive valuable insights about your customers.
Using video in email should be a no-brainer, because emails with video are the ones that subscribers find most memorable. But the email-video combo is still a rare pairing. Here's how to use it to your benefit.
From a website's conception to official go-live date, the design and development teams need to have shifted out of their silos and onto the same workbench.
There's no off-season in retail marketing, especially online—where, if you're not moving forward, you're automatically falling behind.
At the core of any marketing campaign are the customers—those who sign up to your email list and purchase your products or services. You need to know more about what they want and how they behave online.
Whether you're a small business marketing to local shoppers, an enterprise with clients to scout out, or a fashion startup with a line of jackets to promote, building a website that draws in leads is no picnic.
When resources are scarce or when growth slows, it's not uncommon to look at Marketing and question the investment. That is, unless Marketing has communicated its goals, metrics, and actions—and it delivers.
SlideShare is one of the world's most powerful B2B sites, and business executives use it much more often than they use other social networks. Your content needs to be there for them to see. But no need to start from scratch.
After helping 2,000 brands create online quizzes, I crunched the numbers to determine which quizzes generate great response and traffic. Here are my insider secrets for creating quizzes that get results.
The core driver of campaign success is the customer data that fuels it. So here's a 12-item checklist of questions; answering them will likely save you time, effort, and money when planning your next campaign.
Giving design feedback should be painless. Going full-on Don Draper and tearing apart your designer's work won't lead to better designs. But providing unclear or insufficient feedback might prove even less effective.
In search of additional revenue, businesses often go off into the unknown, chasing new customers and forgetting about their existing customer or client base and its vast untapped potential.
Unless your data can be effectively collected, analyzed, and transformed into meaningful and actionable insights—and then used to tell a compelling, actionable story—it is essentially useless.
With so many projects, deadlines, channels, and metrics to consider, marketers can easily forget the basics. To keep your eye on the prize—your audience—you should always be asking yourself these five questions.
Collecting contact details from website visitors is crucial for any business. When your visitors give you their contact details, it's the first yes on a "yes ladder" to eventually becoming your paying customers.
Some marketers are reluctant to embrace email automation. Most holdouts think adoption and integration would be too complicated, too costly, or too much of a time commitment. But it needn't be any of those things.
Public relations and marketing professionals know how hard it is to keep on top of a never-ending workload. But we are living in the Digital Age, and we have access to tools for dealing with workload problems.
Social media posts with visuals outperform text-only posts, and visual aids make presentations much more persuasive. So harness this power of images in social media by using presentations you've already created.
As a marketer, you're selling a way to improve people's lives; to do that effectively, you have to make them feel—not just think—that you're the answer to their problem. Feeling is what emotional branding is about.
The US has finally caught up with global trends, and the mobile screen has become the primary screen. That fact will define not just the mobile landscape but also all digital media strategy in 2015.
Attendance alone does not determine an event's success, especially an online event's. Here are four types of metrics to help you measure overall effectiveness and success before, during, and after your next virtual event.
Service marketers—and others—can drive conversions using email with unique calls to action that grab attention in different ways and help turn an opt-in into an appointment.
At launch, few e-commerce sites intend to become a global business, but they soon start to receive inquiries and sales from abroad. With a bit of preparation, you can become a multinational retailer.
Until you've scored a great placement, you can't know the crazy and myriad ways it can help your brand.
Today, each email competes with thousands of digital, mobile, and social messages. It can seem nearly impossible for your email to stand out and get noticed. But you can cut through the clutter.
All the great email content in the world isn't going to do your brand a bit of good if no one opens your emails. Which is why you need attention-grabbing headlines.
Naming agencies exist for a reason: Naming is an art. But if you approach it the way an agency would, you can have success doing it yourself. And the best way to start is to hold a naming workshop.
Your first instinct on seeing a negative online review may be to immediately and vigorously defend your business. But don't overreact. You may well be able to turn the situation in your favor.
By nurturing appreciation for and creating expectations of each function's role, an organization can evolve into an aligned sales and marketing model.
Discover how to identify, contact, and work with influential Instagram users for your own marketing campaigns.
A company's blog is no longer the voice of one person. It's the voice of many telling the story of your brand. How can you keep your blog current and on message using guest contributors? Start with these four fundamentals.
It's easy to get excited by all the sexy new marketing tools. But it is a mistake not to have addressed accountability before you address technology, including automation. So first follow these four steps.
We've all heard presenters who apparently forgot that a tool such as PowerPoint is just a medium for re-enforcing what they have to say. Instead, text-laden slides take center stage—a classic (and costly) mistake.
If you're responsible for generating sales and leads from your company's website, you know that one of the biggest culprits hurting conversion rates is visitor confusion. six ways you can uncover visitor confusion and improve your website performance.
Let's take a look at three content delivery approaches you can use to launch a thought leadership campaign for yourself or the executives you advise.
US marketers haven't tended to their audio brands—their distinct music-based identity—but their European competitors have been doing so for years.
Innovation in email marketing is tied to the customer conversation. If marketers don't keep their end of the conversation up between purchase cycles, they risk becoming irrelevant or forgotten.
Even the most experienced email marketers make mistakes—sometimes time and again. This article discusses five such mistakes and offers tips so you don't sacrifice your emails to the junk folder.
Whether you're new to using video to support your marketing program or you've been doing it for years, you won't find the success you seek unless you set a strategy to guide your activity.
Never-ending rounds of review, revision, and approval push marketers' projects past deadlines, endangering campaign launch dates. Here's how marketing teams can get back in the fast lane.
When Twitter remarketing is used alongside Twitter's already familiar Twitter Ads and Cards, Twitter marketers gain a powerful new ally.
Event marketers can use data to plan more personalized events that appeal to attendees, boosting attendee satisfaction and retention, customer relationships, and return on event investment.
Smartphones and tablets are changing our lives. We've never been more connected... and never has it been easier for us to share our thoughts, feelings, and opinions—or for marketers to collect them.
Inbound phone calls convert at up to 10-15 times the rate of traditional Web clicks. Meanwhile, Apple, Google, Twitter, and Amazon recently released products or features that merge calls with multiscreen experiences. Here are five steps to help you deal with what's coming.
Consumers have made a dramatic shift toward mobile, and it's time that marketers finally do the same. These three steps will help you integrate mobile messaging into your marketing campaigns.
Here's a six-step process to dramatically increase the number and quality of your content pieces—in half the time it would otherwise take.
Most global marketers have no strategy for multilingual content marketing. That's a dangerous oversight, because the economic potential of non-English-speaking markets is staggering. Here's how to plan for success.
Congrats, you're sending more email than ever, so it's time to consider a new email service provider. But migrating to a new platform can be tricky, and because email is a major driver of revenue, mistakes can be costly.
As more video content moves online, marketers and brand managers grapple with this question: How do we monetize this investment? The answer lies in regularly checking these four vital signs and taking action accordingly.
Unless you're a Fortune 500 company, mainstream and even industry media probably won't cover your acquisition, new hire, or other news. But you can use content marketing to break into popular news stories.
As marketers grapple with consistently producing high-quality content, many are turning to outsourcing to freelancers and agencies. But which is faster and more agile—and makes more sense for your budget?
By encouraging influential people—bloggers, customers, thought leaders, journalists, consultants, experts—to talk about your products and to recommend them, you quickly score a unique advantage over your competitors.
With every passing day, getting noticed by your audience is becoming more and more difficult. Being in the right place, at the right time, in front of the right people is about implementing the right tactics and ideas, including the following five.
Developing a Millennials-focused marketing strategy is a must: They are, after all, the largest generation by number and they already have enormous purchasing power. They also have unique generational characteristics that require a shift in tactics and strategy.
Building and maintaining a strong brand require constant monitoring and nurturing. And, on occasion, brand strategy needs to be refined, rejuvenated, or entirely reset. In any event, standing still is not an option.
Content marketing's honeymoon is over. You can't just create good blog content and call it a day. You now have to consider the entire content experience you're giving your audiences, and for that you need an optimized blog.
Google has decided to stop showing Authorship in search results, and so the interest in Authorship has dropped. No picture? No byline? What's the point? But there are still good reasons to use Authorship.
Don't take down those back-to-school signs just yet, there's still work to be done. By scoping out styles before buying, Generation Z has stretched the back-to-school season weeks past its traditional stopping point.
How can you maximize content output in the minimum amount of time? The answer, it turns out, isn't particularly complex: Spend time only on content that works. The trick, of course, is figuring out what content will perform.
To get the quality of your content to where you need it to be, you need a road map—or, better yet, a writing GPS of sorts that gets you from discombobulated thoughts to coherent, useful content that engages audiences.
This handy guide breaks down the costs associated with exhibiting, from basic (stands and booths) to the cost of travel, day-of expenses, and entertainment of prospective clients and customers.
Most people tend to trust non-salesy content that businesses post on their corporate, social, and other sites to educate prospects and customers. People may start out believing what you have to say, but that trust is both fragile and fleeting.
Without huge marketing budgets or teams of people to help, startups had to be creative and efficient because capital has been hard to come by recently. Businesses large or small can benefit from their approach.
The branding and design of packaging, seasonal retail themes, product attributes, and so on don't merely have to engage women—they need to do it without losing the men.
How can you make sure your new product programs have the right kinds of competitive advantage? You need to think big—and "outside the box." So follow these steps for a greater probability of success.
Being able to efficiently create, send, and track email campaigns that work takes trial and error and lots of practice. These tips will help you get the most out of your email marketing efforts.
Marketers should be having fun, and their audiences should be having fun, too. Because fun is good for business.
Colleges rarely teach analytics, automation, content, email, mobile, social, and other critical skills in depth. What is your organization doing to build a modern marketing team—and differentiate through talent?
Most sales and marketing teams continue to operate out of alignment. They questions each other's skills and commitment to the job. They fight over the quality of the leads. But it doesn't have to be that way.
With the proliferation of marketing automation tools and increased pressure from the C-Suite to prove the value of Marketing, marketing ops management is gaining traction; for all but the smallest organizations, it is now a "must have."
Implementing these best-practices (and periodically revisiting them to ensure that everything is running smoothly) can make a serious impact on search impressions, traffic, and rankings.
Your top-of-funnel videos are designed for broad reach, but if the content doesn't load quickly, or if it isn't optimized for mobile, you don't get a chance to impress your audience. You're skipped over. End of story.
Young and old alike have their eyes glued to their mobile phones. Some companies haven't caught on yet that this new behavior is an important marketing opportunity. Here's how you can take advantage of it.
Considering switching email service providers? It's possible to get to the short list faster—or skipping the RFP altogether—saving you time and money. How? By optimizing your RFP process with these six tips.
The influencers in your niche are probably receiving hundreds of friendly requests a day. The trick behind successful outreach is to stand out and catch the intended party's attention—and maintain it.
The ALS Ice Bucket Challenge has turned into a viral phenomenon—and a case study for marketers looking to capture audiences' attention. Here's what it can teach us (or remind us) about content marketing.
Email marketing is like driving a car, right? You don't need to know how it all works, you just use it. Except when it breaks down... and then you wish you knew more! So let's take a look under the hood of email delivery.
These tips provide a framework for scaling lead generation strategies as overall business objectives evolve. They also constitute a coordinated, measurable effort that can result in a dramatic pipeline uplift.
Online reviews and other feedback mechanisms can be used to improve nearly all parts of a business, from the quantitative (like higher ROI) to the qualitative (like building trust). Here are five ways to start making reviews work for you.
The implied endorsement of third-party experts holds much more weight than anything a company can say about itself. Learn where to find those experts, how to woo them, and how to make the most of their reviews.
These might not be the most popular video features or the most talked-about options, but they can give your video that extra something it needs to stand out from among the rest and increase engagement and CTR.
A clear call to action (CTA) in email is as vital to ensuring click-throughs as the subject line is to ensuring opens, and video is the king of CTAs.
Marketers must have a full grasp of not only which message to send to whom and at what point but also how to get their messages into the recipients' inbox in the first place.
Change is tough. That's why most people resist it at all costs. So, how do you get people to change an ingrained behavior, such as switching from a competitor's product to yours?
We've constructed an efficient and repeatable process for producing and promoting remarkable blog content. These hard-won tips are derived from a lot of trial and error: We've stumbled in the dark so you don't have to.
How marketing and creative content is consumed is changing on a daily basis. To succeed, the marketing teams of the future will have to keep up with trends shaping how businesses market to their audiences.
If you have ever wanted to be considered an influencer—and in the process get a better understanding of your audiences on social media—a good way of doing so would be to create and grow your Klout profile.
Writing for a website is different from other kinds of writing. If you are new to writing online copy, you have to learn what works and what doesn't, and you have to learn fast. This article can help.
Creative teams are under intense pressure to consistently deliver high-quality work on time. Even one missed deadline can erode trust. Here's how to make sure that doesn't happen.
Understanding causation—including the underlying motivation of various troll types—and the impact trolls seek and have on other people, is essential to understanding how best to handle them.
If you're a marketer in North America, you likely send email to recipients in Canada. New commercial email regulations are being introduced there, and to avoid trouble... you'd best understand the new law.
Turning a negative into a brand goldmine is something every company would want. The 2014 World Cup ban on Beats by Dre headphones—and the brand's victory despite the setback—holds some important lessons.
Being the recipient of Google's algorithmic wrath can result in a penalty that makes your site virtually invisible to searchers, undermining your ability to reach your audience and effectively eliminating your potential to establish a digital presence.
There are lessons for all marketers in these 10 marketing plays that helped the 2014 World Cup become the most watched in history.
Accessibility to media, and how technology has changed what that looks like, is something many marketing organizations are not taking into account. Here are ways to take advantage of the new realities of media.
SEO hearts fell when Google's Matt Cutts published his "The decay and fall of guest blogging for SEO." But Cutts was doing everyone a favor—and guest posting remains a cost-effective way to generate inbound leads.
Having just completed a 60-day marketing automation implementation process, I want to share some lessons learned.
The writing is on the wall: Either demonstrate how Marketing will contribute to the company's top-line revenue growth... or be prepared to change careers.
Marketers often miss revenue opportunities hiding in plain sight in their customer base. Here's how to take advantage of them.
What does it take to work successfully as a marketing communications professional in today's world?
What you might consider relevant and witty content sometimes simply doesn't get traction. It could be the most insightful blog post you've ever written, but it does not get a response. What went wrong?
Your website is your storefront to the world. If you want to reach targeted locales around the globe, you need to localize your site to meet your audiences' unique needs—and there's more to it than translation.
Why can we watch three movies in a day but we're barely able to manage three books in a week—or a month? Humans are wired for visualization. We can more easily make sense of visual info than text.
If you can constantly create content that adds value to the lives of your audience, then prospects and customers alike will see you as their first—and best—resource.
Here are five things Amazon is doing that your business isn't—and five things you can do that Amazon doesn't.
A rock-solid reputation, a remarkable product, and a price the market believes is fair will get you only halfway toward loyal, repeat buyers. Here's what else you need...
Here's how you can engage your customers, provide them with proactive service, personalize their experience, and go the extra mile for them.
Here's how marketing automation (along with an old-school method) can sync Marketing and Sales to drive revenues.
Does your content do most of the selling for your company? It should. But if it doesn't, your problem may be rooted in not having a content strategy that mirrors an effective sales funnel.
For brands, the question remains: If Facebook is no longer "cool"—but young people are still using it—what should marketers be doing with the channel?
Implementing these 10 tips to boost AdWords search network ads can make a significant difference in your click-through rate, Quality Score, and campaign ROI.
You can find scores of articles about how to grow a Facebook following... But what if you've already achieved that? How do you engage with tens of thousands of social media fans to build a more successful organization?
First of all, good news, being the worst email marketer is a lot easier than being the best, but it still involves some work on your part. So here you go: 10 email marketing worst-practices you can emulate—or avoid. It's up to you.
Marketers make these four common mistakes that drag down their AdWords clickthrough rate. But you can write ads that get two, even three times the average CTR. Here's how.
To avoid having your tradeshow exhibit become a tradeshow apocalypse, don't make these this four fatal tradeshow exhibiting mistakes.
Whatever type of data puzzle you’re trying to solve, you need an analytics team—whether internal or external—to make sense of the trends and patterns in your data. But how do you know your team is effective?
Often, people think the more grandiose the idea for improving their website, the better their conversion rates will be. The truth is that most conversion increases come from changes to small, overlooked details.
To help you navigate the world of PR in today's world, here’s a road map to understanding its contours and features—along with tips on how to get some of that PR yourself.
"Free" for customers is never free for marketers. There are always expenses to be paid for free offers or giveaways. And those costs are often higher than marketers anticipate.
A video conference is an excellent way to communicate information to clients and colleagues—as quickly and efficiently as possible. But people sometimes forget they’re professional events... leading to embarrassing and unprofessional gaffes.
One of the keys to having a successful nonprofit is to ask pointed questions about your organization and to respond with truthful answers. It's better to see problems and fix them than to bury your head in the sand and risk permanent failure.
Deploying a team of remote employees can help companies increase productivity, boost morale, and achieve substantial cost savings. However, managing those workers can be extremely challenging.
Merely hoping your exhibition goes well is much different from planning everything down to the last detail. So here's a "Quick, Easy-to-Remember Exhibition-Planning Checklist" to make sure your effort pays off.
You love sharing content—from articles and videos to posts and photos—across the Web and with colleagues. Chances are, though, you're spreading copyright-protected material—and increasing your risk of infringement.
Hyper-personalization is the latest buzzword—as if it's no longer enough to be personal... you have to add some hyperbole to it. What you really need to do is engage in conversation with leads and customers.
Older brands that have been deeply entrenched in conventional marketing plans for years, sometimes decades, often have difficulty wrapping their heads around how to begin crafting a powerful online strategy.
To draw attention to your brand, video footage must visually engage viewers and provide them with meaningful information. Here's how to get the most out of stock video.
Print marketing works best when designers and marketers can easily work together. So both need to know at least the basics of each other's craft. Here are print design essentials that all marketers should keep in mind.
Conventional wisdom has it that B2B content is workman-like: stolid, dependable, and certainly not as sexy as its B2C counterpart. So is it nevertheless possible to make B2B content twerk, not just work?
Marketing and sales teams function best when in sync, but too often the two are opposed. If that's how it is at your company, here are six ways to change the unhealthy paradigm.
No longer is SEO the main tactic for e-commerce marketing. Online merchants now have numerous ways for connecting with and selling to customers. The future of e-commerce is multichannel marketing.
Before embarking on a return on customer engagement strategy, you must implement these five key components to ensure relevant, timely, and accurate measurement—ultimately, of future business performance.
You've sent your tweet out into the giant black hole that's the Twitter stream. Now what? Is the time you devote to marketing via Twitter paying off? If so, how? Here's how to make sure you get more out of Twitter.
Outdoor sports are in full swing, and even athletes who aren't planning to compete are honing their workouts. Which made me realize that three key metrics categories we apply in sports also apply to marketing.
How can you make sure that search engine marketing is driving business to you? The next evolution in SEM—call tracking—will improve your paid search conversion rate and maximize efficiency.
As marketers have been under more pressure to prove ROI on their efforts, leads have been an easy KPI to measure. Unfortunately, leads don't always lead to revenue, which is of course the most important KPI for any business.
You've asked for a yearend report on your website, and you don't like what you see. Turn things around by giving your creative and digital teams productive goals. Here are six simple fixes to wake up your site.
Gmail has been making lots of waves lately: priority inboxes, promotions tabs... Every new release seems intended to make life harder for email marketers. But if we'd stop complaining for a minute, we'd see a host of hidden opportunities.
LeBron James is one of the greatest basketball players ever. Even when his natural ability reaches its limit, he continues to improve by using simple principles that can be directly applied to your marketing efforts.
Creative marketers worry that organization, structure, and process take away from time that could be spent creating. But without structure and processes in place, you lose more time than you gain.
Remember the cool kids in school who stayed ahead of trends? Back then, catching up seemed impossible. Today, your cool peers are using social media in cool ways, but the good news is that you can, too!
Asking for customer input isn't enough to ensure candid feedback in the post-Snowden era. So how can you make your customers comfortable enough to be honest with you?
Google AdWords is undoubtedly a viable medium for attracting qualified leads. But to fully take advantage of the opportunity, you need to track and monitor for both online and offline conversions.
Businesses should create content for what really matters—the person who could convert and pay for a product or service offered by the content creator. These tips will help you create a solid content marketing strategy.
Most customers enter your store with a secret weapon in their pocket—a smartphone—and plenty of them use that smartphone while shopping. How can you capitalize on consumers' in-store mobile use?
Want to drive more traffic to your YouTube videos? Here are seven steps for getting your videos seen on the third most-visited website in the world.
Some workdays, you have so much to juggle that you just need a quick, easy way to post to your social networks. These 10 ideas can keep your social channels full of relevant, timely, and useful content—fast!
Buyers are busier, they have more choices, and they are better informed than ever. So, what are companies that are bringing in new customers and growing their accounts doing different from the rest?
Sports audiences are particularly receptive to marketing. Here's how to reach the audience of the world's most popular sporting event, the FIFA World Cup, which is right around the corner.
Here's a little secret: Almost all digital communication is actually measurable (direct) marketing. And, if done correctly, it will fatten the bottom line. Here's how to do it correctly.
Increasingly, IT must turn Marketing's data into something more valuable and measurable for the enterprise. At the same time, in this age of the customer, Marketing is directing more technology.
Webinars give marketers a unique opportunity both to interact with prospective clients and to qualify leads based on real-time behavior. Here's how you can tap into the power of webinars.
The director of analytics on the 2008 Obama campaign offers actionable insights to help retailers optimize their sales by running website experiments that help them deliver a better experience to visitors
If you're a newcomer to Facebook marketing, the good news is that a successful promotion can land you hundreds of fans—and plenty of leads. Here's how to run an effective, popular promotion on Facebook.
Hidden persuaders influence what products are bought and how customers rate the shopping experience. Here's how those persuaders work—and how you can make them work for you.
Marketing during global-scale sporting events, when target markets encompass a wide spectrum of cultures and languages, marketers need to make sure their campaigns take into account the nuances created by a multinational audience.
If you want to survive in the new world of social media sales and marketing, here are five handy tips to make sure your social efforts don't look like the walking dead.
The original flavor of PR is dying, and we're in the process of watching a whole new era of marketing rise from the ashes.
Conversion rate optimization is having a moment in the sun because it uses a resource you already have—website traffic—to drive additional growth at little additional cost.
If you approach content marketing thoughtfully and strategically, you can find ways to get more for less.
If you want to boost your website traffic overseas, you need a localized strategy for each market. Here are five SEO tips to keep in mind during that localization process.
Selecting the right images for social media requires some serious thought. Brands that skimp on the quality of their images risk lowering their brand's appeal.
If video is good for business (and it is), and if LinkedIn is good for business (and it is), then combining the two makes perfect sense. Here are three ways to make that combo work for your B2B organization.
See how you can use a feedback survey to maximize effectiveness in relation to employees, customers, and events. Also, read two brief case studies of businesses that simplified their work with feedback surveys.
The strongest-performing companies bring Marketing and Sales together. But, in today's fast-paced environment, keeping the sales team up to date and aligned with marketing is tougher than ever. But there's hope.
With the first quarter of the year behind us, what will you do to maximize email marketing's contribution to your bottom line from here on out? I encourage you to try these program-level objectives.
No reason for Marketing to fear Big Data. Just determine what information is most beneficial for marketing activities and which is most helpful to Sales. Then play nice together. Here are some ideas on how...
Meetings can waste irreplaceable time. To be more productive, consider these invaluable tips to keep the length as well as number of meetings to a minimum.
Savvy digital marketers who use the methodologies of public relations in a sustained and strategic manner across the board can reap a potential world of benefits.
Social video marketing can encourage prospects and customers to help get your message out and reach a wider audience. Here are some easy ways to get started.
We live in a celebrity-obsessed world. No wonder spokespersons are used to promote events, increase product sales, and generate publicity for marketing programs. As you plan your next marketing effort, keep in mind these top 10 tips for using a spokesperson.
Measuring your social media communities purely by the numbers doesn't really count for much. What does count is how engaged your connections are with you, your ideas, and your discussions.
Content marketing is going to become an increasingly important component of virtually every company's overall marketing program.
The digital age has changed how buyers research and buy products. An online rewards program can be a powerful way to reach buyers over and over, helping build a new kind of loyalty toward brands old and new.
How can companies appropriately respond to negative social media comments? That is what this article explores, also providing you with a few examples of how some companies have actually turned negative social media into positive PR.
With so many options available to mobile marketers, where do you start? Is SMS still relevant? How about mobile search? Or banner ads and video? Focus on these five key smartphone choices for the rest of 2014.
If implemented correctly, LinkedIn pay-per-click (PPC) advertising can be a high-volume lead source at a low cost per lead. It is similar to Google AdWords paid search, but it can be more targeted and it is more specific to B2B.
Part 2 covers customer-experience-driven comparative advantages and targeted deployment—the tactical execution of communicating a brand's value proposition and unlocking competitive advantages.
Marketing and basketball teams have traits in common. Though individual superstars account for some wins single-handedly, the teams that go deep in the NCAA Tournament year after year are those that play as a cohesive unit.
Here are three tips to consider when crafting messaging so you can pique interest, create a relationship, and stand out from your competition.
To cultivate a flourishing social media presence, here are five things you need to do.
Content development has many facets. Two that are often ignored are content strategy and the reuse of content.
Through the years I've watched marketing adapt to technology, the Internet, and two-second attention spans. I've also spent much time thinking about how to adapt to effectively manage my teams.
Scientific studies can tell you which words appear with the most frequency in successful email campaigns... but to create a compelling subject line, a simple strategy sometimes works best.
What on Earth can marketers learn from programmers? At first glance, the answer might seem to be "nothing," but my experience tells me otherwise.
In today's competitive restaurant market, having great food and service is no longer enough: You also need great marketing. Here are four tips to make sure the time you spend doing your own restaurant marketing really pays off.
No question about it, brand loyalty is down since the recession. To fight that trend, marketers have been using short-term tactics—with diminishing results. Something different is needed.
Is your site sending traffic down one-way or dead-end streets? Are there places where your user flow completely stops? Sadly, most websites are filled with dead ends—and huge missed opportunities...
Budgets are marketing's biggest myth. If you're running your marketing programs right, your budget shouldn't even matter. It should be uncapped. Get started immediately with the following four critical tips.
The better you plan your B2B customer satisfaction survey, the more you'll get out of it. Done properly, the survey should be a significant source of additional revenue rather than a chore.
If customer retention is a top priority for you, and you haven't embarked on a customer experience mapping initiative, you need to get on it! Here are five key steps you need to take to create your customer experience map.
Developing a productive environment where marketing team members can do their best work even under stressful deadlines is a true leadership skill. But how does one create an environment where creativity can grow and productivity is king?
Competitive advantage these days demands customer-centricity. The more customers your organizations can engage meaningfully—especially those who care enough to tell you how to do things better—the better off you'll be.
To reap the proclaimed benefits of marketing automation, marketers have to shift their focus from technology to the creation of personalized, segmented, and customized content matched to customers' needs.
The solution to marketing and business problems—and the identification of strategic opportunities—often lies in the realm of Little Data, not Big Data.
Consumers are demanding mobile-optimized emails, and businesses need to adjust their content and tactics accordingly. Those that don't adapt to meet this new customer demand are fated to fall behind.
These are the podcasting lessons I've learned after hosting 40 episodes of the Marketing Smarts podcast.
Video is the future of personal branding. It's your best opportunity to stand out from the pack and increase your influence.
Nothing sends potential customers away faster than dead content. But how do you find it—then remove it—without disrupting the flow of marketing work and causing the SEO manager's blood pressure to spike?
You're at the point of social media burnout, so you've decided it's about time your business had a dedicated social media manager. Good move. But what skills, traits, and experience should an effective social media manager have?
Marketing automation serves many purposes, but its biggest advantage is in enabling marketers to tailor their activities to the customer's buying process—which has changed dramatically in the past few years.
Part 2 of this two-part article series outlines more ways that comedy—in this case, improvisation—can help us become better marketers and connect more easily with our audiences.
Expanding into new markets abroad is never as easy as "translation." Instead, the key is "localization"—adapting a product or service and your marketing to conform to the language, culture, and legal and technical requirements of a country.
Guest article or post submissions can be a great asset to a publication, but they can also be an excuse for bad content to slip through the cracks. Here's what makes for the best guest content.
Today's key to subscriber engagement is personalized and relevant email content. Behavioral segmentation is one of the best ways of reaching your target audience and sending exactly what they want.
In data-driven marketing channels, such as paid search, having the most relevant and recent data possible is vital, because you're competing in real time (usually with real budget constraints) for clicks.
In the entire scheme of search engine optimization, social media has a useful role to play, one that compliments the internal and external factors of a search friendly website.
Market segmentation and customer insights are only part of what you need to enter the competitive market. You need to take your marketing to the next level.
Many companies attempt website redesigns to boost their search engine optimization. In reality, though, redesigns can have a negative impact on prior SEO achievements. Luckily, you can take steps to negate losses.
The oldest, most basic form of online navigation (think .com, .org, .net, etc.) is getting overhauled. New generic top-level domains—.app, .sports, .club, .healthcare, and many more—have already begun to launch.
Marketers have long collected and analyzed data to enhance customer experience and boost sales. But Big Data poses new challenges. Here are some ways of capitalizing on it to improve customer experience.
Every great marketer doesn't need to have every single skill or trait. Rather, it's the mix of each marketer's skills, experience, and traits blended with those of others on your team that produces success. But here are the traits that the best marketers have in common.
Marketers simply can't create enough original, quality content for each channel every day, which is why many rely on content curation. But, all too often, it's not done well. Avoid these five mistakes if you want to provide value to your audience.
There are proper and improper ways to use QR codes—which, when used correctly, are marketing marvels. Here are 10 of the worst, and best, examples of QR code use.
Effective follow-up equals more sales, yet most businesses do not follow up enough with prospects. Drip email marketing allows you to easily follow up as much as you want via automated emails.
How should productivity be measured? Here are three types of internal marketing metrics you should be tracking to help ensure greater effectiveness, efficiency, and predictability for your marketing team.
Embracing these tactics can extend your reach on Facebook, engage your audience, and drive revenue from your Facebook marketing—despite recent News Feed changes.
Don't get hung up on where and when to start your marketing program. These four steps are easy to follow. And if you get them right, you will be well on your way to success.
Marketers have access to more data than ever before, so the ability to identify data patterns and use that information to make strategic decisions is vital for success.
Regardless of form or viewing device, video is an ideal medium to engage, inform, and entertain prospective buyers and clients. Here's what you need to know to get in on the action.
Although some people believe there's no such thing as bad publicity, most businesses would prefer to stay out of the spotlight of a social media mistake.
Here are some approaches to assigning subscriber value even if you can't clearly attribute revenue by channel. You'll learn how to determine what each email subscriber is worth to your business.
You bit the bullet and decided to hire a naming firm for your next branding initiative. You researched and you vetted, and you picked a firm that feels like a good match. A lot is riding on this. So now what?
If you are a services professional of any kind, or you market for a services firm, here are five steps to take to improve you influence and the ROI of your online and social media efforts.
No matter how big or small, your nonprofit can improve its social media results by doing these three things.
The "consumerization" of B2B marketing is about reducing friction at all customer touchpoints. B2B vendors need to learn from friction-reducing techniques of consumer goods firms and retailers.
Using well-executed sweepstakes promotions, drawings, and contests to reach fans can increase the likelihood that members of your audience will share with their friends—AKA, your future audience.
The greatest story never told (until now) about content as a marketing tool is that it helped to deliver humans to the moon in the late 1960s and early 1970s.
Learn how to set up a Google+ Local account, where besides Google you can find local customers, what offline marketing tactics to use to spur online activity, and why every local biz needs a social marketing plan.
Emotions are powerful, and your customers cannot make buying decisions without them. To take your brand from good to ridiculously amazing, focus your marketing on building emotional connections with customers.
We can learn plenty by observing how people use social media—and those lessons can apply to how we function as marketers at our places of work.
In contrast to LinkedIn's Company Pages, its Showcase Pages are focused on one aspect of your business. The idea is to create a dedicated space for your prominent brands, products, and other initiatives, allowing people to follow the page for related content.
Social media contests are a great way to promote your company, and they can create customers for life. But not all companies have successful experiences with contests. For best results, follow these do's and don'ts.
Based on a recent successful campaign, here are five ways to make sure you get good results from your native advertising efforts.
An unexpected twist in your marketing can gain you the spotlight and your audience's attention. But how do you add the element of surprise to your marketing without going too far and tarnishing your image?
Comedy can teach marketers a lot about marketing. From finding your tribe to being more human, all comedy is great marketing in action! This article summarizes some of the most important lessons.
Using some of the concepts that have the power to make or break your public address, you can dramatically transform the effectiveness of your marketing campaigns. The best part? You never have to give a speech to do it.
Make the most of the evolving mobile marketing and advertising landscape to foster better brand awareness and growth, engage customers, and create loyal fans.
A good call to action is a lot more than just a link. Rarely will you get someone to follow your CTA simply by asking them. So use these lessons learned from the world of direct mail to enhance your calls to action and get people to respond.
"Anchorman 2: The Legend Continues" has earned high praise for breaking new ground in marketing. It owes much of its success to great content—and great content strategy. Here are five lessons to take away.
Marketers know that good data management is critical to the success of their lead generation programs. Still, many fail to ensure that their contact databases are as accurate, complete, and up to date as possible.
Creative needs to go through one last stage (after briefing, concepting, and the selecting of the right medium) before it can deliver measurable results: It has to match the step-by-step lead generation process.
Here are easy ways to choke off traffic to your website, kill leads, and push your stats into the basement. They're listed in general order from bad to worse, from serious flaws to utterly devastating ones.
Executing an innovative and successful augmented reality (AR) marketing campaign doesn't have to be complicated. For retail marketers considering experimenting with AR, here are a few simple tips to keep in mind.
Did you get a piece of this holiday pie, or were you left out in the cold with just a piece of coal to show for your troubles? Now that the holiday season is behind us, here are lessons about what marketing teams can do to make the holidays in 2014 even merrier.
When using a free or subscription-based online tool to create a survey, you must be certain that the survey is carefully designed to yield the most valuable data.
Understanding these trends will help you to strategize ways of harnessing them to enhance your brand and expand your career success.
2014 promises to be just as transformative as 2013 was. Here are five trends that will be affecting marketing; keep them top of mind.
Our fast-changing media environment is unpredictable. So we have to pay attention to how our medium affects our audience, and we must consider how to use what we learn to our (or our clients') advantage.
So how can you go about determining the value of new subscribers—as well as the limits of what you’d be willing to pay to get one?
Here's a to-do list to jump-start your video marketing and make 2014 the year you excel in video—and impress prospects, demonstrate commitment to a medium customers crave, and remain relevant and competitive.
If you've made your marketing New Year's resolutions, we hope you devoted at least one to marketing performance management. As inspiration, here are four to choose from, along with a few tips for bringing them to fruition.
2014 will be the year when the idealism and hype of big data and analytics will die down as retailers start to focus on how and where to take action.
The first step to a successful website testing and optimization program is ensuring that you have buy-in from your executives. However, buy-in is also crucial for ensuring long-term success.
The digital landscape continues to change at light speed. Here are six key resolutions that digital marketers should follow to make sure they are delivering better than expected results in 2014—and beyond.
The creative concept helps define the very core of your marketing message. It underpins your campaign content, and encapsulates the major themes to be communicated to your target audience.
Throughout the year, I monitor the world of personal branding. At year's end, I analyze the data to predict future trends. My take on 2014? It will be a year of personal branding evolution—not revolution.
As digital marketing grows ascendant, the relationship between marketing and IT departments will become more dependent. Here's how to ensure both departments are working toward the same goal of delivering the most business impact.
Most online marketers are familiar with retargeting—or they should be. Search retargeting, a more recent incarnation, is uniquely powerful, and on the rise... These six steps will help you launch a search retargeting campaign.
We aim, as marketers, to gain the trust of customers and prospects. To accomplish this we must engage with the individual, building trust and understanding by asking for appropriate information, at the right time, and treating that information with care and respect.
Even as technology evolves and online marketing grows, print is (and will remain) an effective tool for delivering your marketing messages to your audience.
Social marketers should keep in mind these five insights to help their brands and organizations prepare for and succeed in 2014 by connecting with customers.
Together with placement and execution, creative can make or break your marketing campaigns. This series explores the four steps you or your creative agency should take to achieve better results from your marketing creative.
What metrics can marketers track to make sure their content strategy is headed in the right direction?
The key to authoring good written content is to use language that doesn't detract from your message. That's where readability scores can help.
Remarketing emails aren't a new thing, and marketers have been doing it for years. But many companies still don't have a proper welcome series set up to welcome new subscribers and turn them into new customers.
Dealing with simultaneous projects is simply the nature of the marketing beast. As the pressure builds, projects end up over budget and behind schedule, which leads to higher overall costs, lower ROI, and missed opportunities. There has to be a better way.
In social advertising, where is your money better spent—on Twitter, or on Facebook? Here are the key findings of a study across four measurement categories.
With the right strategy and a smart approach, companies of any size can harness the power of social selling to boost sales results, without adding to their already long To Do list, and without adding staff.
You may be doing a stellar job of bringing in new customers, but if you're not doing enough to keep those customers, you're just wasting resources. The good news: retention is easier and less costly than you think.
Google is integrating Google+ directly into its ecosystem, which means marketers are eventually going to have to pay attention to it. But how do you get started on this extensive social network that has so many features?
What makes CMOs great at their job would make them really good CEOs, too. Follow the marketing career advice outlined here, and who knows how far up the ladder you might climb...
Aside from the hands-on, nuts-and-bolts skills that are required for success in e-commerce, SEM, mobile marketing, Web analytics, social media, and email, expect employers in 2014 to put increasing emphasis on these eight key qualities when sizing up candidates.
Marketing professionals and their nonmarketing counterparts, particularly those who come from a finance background, might as well be denizens of different planets. But they can communicate. Here's how.
How do you upgrade email out of the servants' quarters and into the manor house without causing companywide upheaval that makes a season of Downton-Abbey seem like a child's fairy tale? Focus on these five objectives.
You can go about direct response in two common ways: An extremely targeted one-shot approach that goes for the sale right away, or a campaign approach that has a distinct, planned follow-up component.
Accurately tracking customers is critical to Sales and Marketing. But the simple "who is our customer?" has a complicated answer. Here's a proven approach that will enable you to answer in a way that's useful across the company.
Every publisher wants to attract big brand advertisers. It's not an easy task, but if you're willing to get your hands a little dirty, here are the six things you'll need to do to attract those brand advertisers.
Despite competition from a plethora of e-newsletters, you shouldn't conclude that newsletter marketing is inevitably losing effectiveness. Rather, you need to be more resourceful, creative, and goal-oriented.
With the right tools, a little know-how, and some scrappy can-do spirit, anyone can make a holiday promotion landing page to be proud of.
Tailored to marketers, this presentation covers what the Smart Revolution is and why you need to begin focusing on these emerging technologies. It also lays out a five-point framework of best-practices, with examples.
Compared with the creation of original content, curation can be a faster and easier way to generate content. But bad curation can damage your brand's credibility and potentially lead to legal issues. Here's how to do content curation right.
In professional services, relationships and referrals are the anchor of business development. In the past, those referrals were driven by geographic proximity. Today, conducting business from afar is the new norm, so how can professional services reach far-away prospects? Enter content marketing.
The winner of the "Best B2B Marketing Project" Bright Bulb Award during the MarketingProfs B2B Marketing Forum offers takeaways based on common themes between her tradeshow campaign and the Forum's main messages.
Whether in the form of a book, a movie, or a marketing campaign, great storytelling will always resonate with audiences. As consumers become increasingly mobile and social, however, they want to interact with the story, not just be exposed to it.
Here are some specific tactics for getting more happy customers to share the good word about your business, product, or service.
Responsive Web design has become the gold standard for website redesign projects due to its fluid nature and ability to adapt to the size of device screens.
We are about to move from an age of smartphones... to an era of smart everything. And in this era, technology will not only change how we market our brands but also transform the core brands themselves.