How agencies and other B2B service businesses can avoid a fatal trap
I've been following Ian Lurie of digital agency Portent, Inc for a few years now, enjoying learning from the type of actionable insights around content marketing, SEO and broader Digital Marketing Strategy that I aspire to. So, I was intrigued to see what One Trick Ponies Get Shot was about - particularly since his new book offers the type of contrarian thinking that is all too rare in our Internet marketing echo-chamber. Certainly packed full of original thinking and advice which can change your approach as this interview shows.
Our interview is directly relevant to agencies owners and new biz dev folk, but his analysis will resonate with many and is also relevant for other types of professional B2B service businesses. Thanks for the interview Ian - I like your…
5 ways to connect on a more personal level across your social media platforms
Establishing a successful social media strategy involves more than just posting the right types of updates about a new product or a service, sharing a piece of relevant information, or accumulating followers. Essentially, it all boils down to human connections, the one thing that most marketers overlook when they plan and execute social media strategies.
If you want to achieve an effective social media strategy with your Facebook, Twitter, Instagram, Pinterest, or LinkedIn accounts, make sure that you are able to engage and interact with your target audience. Operative word: target audience. In social media marketing, it is not about the quantity, but the quality. You want your followers to be comprised of people who are actually interested in you, your brand, your product or service, or your business.
Being liked or followed by your target niche allows your message…
Maps for reviewing the range of insights tools to improve digital marketing
We love tools for managing digital marketing as I think many working in marketing today do... When I'm talking at conferences I often see most pens to paper when I'm recommending the many freemium tools to gain insight to improve results from marketing.
Sharing advice on selecting and using these tools to get better results from digital marketing was one of the drivers behind setting up Smart Insights and we'll soon be launching a marketplace to feature these tools - get in touch if you'd like to be featured in our new directory.
However, the range of tools to gain insight is daunting and this has been highlighted again by the new Gartner Digital Marketing Transit Map - newly updated for Spring 2015.
It's a great complement…
...and what are the implications for managing social media?
Every wondered how different brands share Twitter followers... or not? Simply Measured have analysed over 100,000 new followers against the top 10 most 'followed brands'.
As you might expect, there is little overlap between unrelated brands such as Disney and Nike. For related brands, there is more similarity. Burberry Twitter followers also tend to be Louise Vuitton fans which you would expect considering their demographics and affluence, though it's interesting that they like Disney.
Looking at Starbucks, they share 16% of their followers with H&M. This is aligned to their core demographics who are aged 18-24 year olds and account for 40% of sales, mirroring H&M's segment which account for 30% of their visitor traffic. So Starbucks now know they share 16% of followers with H&M, their fans are fashion conscious adults and even more…
4 copywriting tips for optimising your product pages
In ecommerce, as in life, there are those who are unsuccessful, those who are successful, and there are those that are exceptionally successful. Given the choice, which one of these three groups would you choose to emulate with your own ecommerce business?
There are of course many factors that come into play when determining whether your business becomes the next big thing, or last year’s forgotten disaster – product quality, customer service and price points to name just a few. But how well you handle the product copywriting on your website is one thing that can have a massive impact on how successful your business is.
To help ensure that your product descriptions are successful in turning web users into customers, you could do far worse than attempt to emulate the techniques and methods of those online businesses that are already hugely successful. So who…
Creative tips to plan Vine videos for marketing
If you’re a pro marketer, you must already know that the best advertisements are the shortest (usually 30 seconds long). For some reason, (and let’s not blame everything on technology yet) as time goes on and new generations are born, the attention spans seem to be reducing. So, if your customer loves smart phones, uses Netflix, and owns several different portable devices, his attention span may be shorter than you think.
Like any professional marketer, we could use these odd transformations in time to our advantage. How? Think: applications!
You’d want to market where the crowds are, and clearly that’s not the television anymore. Recently, many companies have been using Twitter’s video uploading application Vine to produce and share creative 6-second videos of their products. That’s right. You get only six seconds to make an impact. Used well, it could be the best shortest ad you’ve…
The Fails and Fixes of using SMS for marketing
As consumers are more on the move, shopping and researching using their mobile devices, getting their attention with SMS is a good option many marketers may be underusing. Yet...
Engagement rates for SMS/Text are 6-8x higher than emails and 90% of SMS texts are read within 3 minutes of receipt.
This infographic from West Interactive shows however that even though it's a good medium, there are dangers lurking since mobile users are highly aware of unsolicited texts and opt-out rates can be high. It recommends to ' Co-ordinate your messages across your channels, be aware of country specific legislation and test load times for a good UX.'
Explaining the differences and options for AB and multivariate testing for email marketing
It can be difficult to know where to start when working on testing your marketing emails to boost the results of your sequences or campaigns. Which elements should you change? CTA, subject line, colour of your button, the list goes on.
In their latest infographic, our friends at EmailMonks have designed a handy checklist to prompt testing ideas, by revealing which elements to test. Plus they share some examples and best practices from Samantha Iodice of the Email M@ven blog. The text is a little on the small side for us, so if you click we have an enlarged version for you.
Tips to help brief on-screen graphics for your videos and animations
Brands are increasingly employing video marketing to communicate their messages, engage online audiences and use content to support the sales and marketing teams. especially n B2B. According to the Demand Gen report, the use of video content in B2B marketing increased from 8% of companies employing it in 2013 to 58% in 2014.
Website Inc reports that 92% of B2B customers watch online video and 43% of B2B customers watch online video when researching products and services for their business. There is little doubt that video is both here to stay and will require your focus.
There are many styles of video from case study to product profile, feature to interview style films. What they have in common for a business is that they are professional, clear, informative and engaging for the viewer and potential buyer.
As part of the commissioning and…
Twitter suddenly becomes more important to marketers with the latest integration - currently only available on Mobile in US
Recommended link: Google's announcement of new Twitter Integration
So, they've made up! You may remember how Google used to partner with Twitter and take their firehose to display tweets in near real-time - I remember it was sub ten seconds. Then they fell out and this feature disappeared back in July 2011. Well a new form of the integration is back as has been previewed over the last few months. I've been taking a look to see how significant it will be for businesses. It looks like a great deal for Twitter to me and an acknowledgment by Google that Twitter, not Google+ is THE source for real-time updates as it had hoped.
What marketers need to know about Google's Twitter integration
1. The new 'Popular on Twitter' feature is available on mobile only to start with.…