Webcasts from the Smart Insights Digital Marketing Priorities 2013 summit
At our recent free summit many viewers asked to share the slide and recordings, so to collect them together we have a short series of posts to point you in the right direction. These is one for each of the topics covering each of Reach, Act and Convert and Engage in the Smart Insights PRACE digital strategy framework:
The full series of posts covering all eight webcasts are:
REACH audiences using SEO, Social media and content marketing
InterACT with audiences on mobile platforms and for B2B audiences.
CONVERT visitors using persuasive design and CRO.
ENGAGE customers through content and email marketing.
You can view all recordings here.
The two webinars focusing on engaging customers and encouraging advocacy were:
1. Content Marketing priorities for 2013 with Dan Bosomworth of Smart Insights and First 10
Dan Bosomworth MD of First 10 discussed…
with new users being added at an average rate of two per second (or 172,800 per day)
Importance: [rating=2]
Recommended source: LinkedIn Blog
That's an impressive growth rate reminding us of the importance of LinkedIn professionally, or if we work in business-to-business marketing. It would be useful to know the number of active members and fake accounts to get a truer picture though. We find LinkedIn Group Spam needs daily moderation.
As is customary with user milestones, the company has produced an infographic celebrating the milestone. It shows the member numbers in different industries and shows that if LinkedIn were a country it would be the 5th largest in the world.
I recommend using the LinkedIn Skills feature to see the growth and key influencers in your sector.
Check out our B2B Digital Marketing Guide for guidance and examples from René Power on how to best use LinkedIn for Marketing. We will be…
Plus 5 things The Hobbit can teach us about email marketing
This is the time of year when we bloggers sit down to write about all the exciting developments and innovations expected over the next 12 months. You know, those game-changing technologies and trends that will represent the "2013 Email Challenge".
It's either that or write about "5 things The Hobbit can teach us about email marketing". Actually, there are a few things the hobbit can teach us, here you go:
Build anticipation
Maintain interest with a multipart content series
Don't try to appeal to everyone (you can't and you don't want to anyway)
Sometimes longer is better...and sometimes it isn't
Use new technology as a tool, not as an end in itself
Anyway, hot trends and innovations are important, but there are basic, less glamorous tasks that need taking care of, too. Perhaps what is most important is things that aren't…
As another new year begins, marketers naturally look to develop their skills and awareness in the areas they are responsible for. For me, social media is a key area and within this, these are the areas that I believe are likely to effect social media marketing effectiveness in 2013. How do you see it?
1. Embrace social search
The launch of Google+ in 2011 and its continued development in 2012 is just one of many signs that traditional search is becoming increasingly influenced by social signals. Whilst great content and effective link building are still the most effective ways of optimising your website for search engines, genuine social media activity is also playing a part, too.
Google’s Search Plus Your World, its numerous algorithm updates and the introduction of the Knowledge Graph are yet more signs that quality…
A review of 2013 trends in Customer Relationship Management
MyCustomer.com recently caught up with CRM expert Paul Greenberg to get his thoughts on what emerged, re-emerged or strengthened in the industry over the past 12 months.
“In 2012, what you saw was the maturation of a lot of things that have been Wild West-y, edgy and unsettled for a long time in the CRM industry. You're now seeing the actual transformation of business on a global scale towards what IBM calls the 'Smarter planet'.”
So says Paul Greenberg, author of the seminal CRM at the Speed of Light and president of The 56 Group. In terms of enterprise software, the re-emergence of customer experience as a message from the vendors was one of the major trends to re-emerge this year, he explains. In…
Techniques for retailers reviewing their email marketing communications
Whether it's online sales for mulitchannel retailers, etailers, big chains or independent stores, everyone knows the power of using email marketing to prospects and customers to boost profits. Used in conjunction with a sophisticated automated email marketing strategy, and email marketing can work even better for you. In this post I hope to give you some ideas to take your email marketing to the next level through email automation, particularly if you just have a basic enewsletter programme in place.
How to boost your e-commerce through email automation
Email automation tools gives many options to create more targeted, relevant messages as customers interact with a retailer.
Split the difference - testing
Do you prefer to read your emails over your cornflakes or just before you go home? Do clever subject lines draw you in or do you prefer something a bit simpler? Not everyone has the same…
By
18 Dec 2012
Last year I made half a dozen resolutions for 2012 as an email marketer. The basic overall theme was to focus more on relating better to people we serve on their terms, be they clients of the company I work for or subscribers to an email newsletter of any of those clients.
I don’t know how you did with your resolutions, but here’s my self-assessment of how I did.
1. Stop talking like a rocket scientist
I’d give myself 7 out of 10 on this one. While like to think I’m naturally talented at putting industry terms and complex ideas into frames of reference which people can understand, I still found myself being lazy at times. Who wants to write out ESP or CTA and so on? I’ll tell you, don't confuse the people who most need to understand what…
Google+ communities and 24 other minor new features
Value/Importance: [rating=2]
Recommended link: Google+ Communities Announcement
Google+ is certainly continuing to grow. In the announcement of this launch, Google reminds us about the adoption rate with these new figures:
“Today Google+ is the fastest-growing network thingy ever. More than 500 million people have upgraded, 235 million are active across Google (+1’ing apps in Google Play, hanging out in Gmail, connecting with friends in Search…), and 135 million are active in just the stream”.
So we have to be aware of new features and question their value for marketing. How relevant do you think the new Communities feature is?
Google+ Communities
Remember Yahoo! Groups and Google Groups? Well, although these quietly continue to exist, the latest version of these is Google+ Communities. As with the equivalents on Facebook and LinkedIn there are public and private groups. Differences are that you can offer hangouts and Events to group members…
10 tips to developing your online community
The emergence of social media platforms, online forums, and company or product blogs has led to a number of consequences for brands, including an opportunity (and compulsion) to embrace new ways to connect with their target audience and a desire to build thriving online communities.
The ‘secret sauce’ that gels a community around a brand can be hard to find, but there are certainly a number of principles which can help take the right approach.
How to lay down the foundations
Preparation tends to play a key part in success, and this is no exception. Make sure you establish a few fundamental pieces as you embark on a mission to develop your brand’s online community through:
1. Internal buy-in
Developing and nurturing online communities is an Art. It requires a specific skillset, time, dedication and perseverance. Don’t underestimate the resources required and make sure that you get buy-in from…
Using Google+ Ripples and other free tools to connect with influencers
Influencer outreach should be a core approach in today's marketing. Google+ gives great new options for identifying and interacting with opinion leaders and industry experts who have the ability to influence others to take positive action. Those interactions may include sharing content, links or even signing up to newsletters or product demos.
Google+ is a very powerful 'information network', a place where many people (100 million active according to the latest estimates) go to connect with others around their interests and passions. Whilst Google+ may not have the sheer size in numbers of Facebook (with over one billion users), those active on Google+ are enthusiastic and highly engaged.
One of the benefits of seeking out influencers on Google+ is the impact Google+ content is having on natural search results. Unlike Facebook or Twitter, where search engines are…
