Marketing Mix Monthly Roundup – April

Time for The InfoHound Marketing Mix Monthly Roundup for April!

April showers are bringing May flowers, I hope! Chilly, wet April is ending and better spring weather should be around the corner. Meanwhile, it's always sprouting useful marketing news here in The InfoHound's garden. No marketing ‘weeds', just good-for-you-stuff.

Interesting mix of news on branding, headlines, LinkedIn and social media in general

B2B vs. B2C or Human2Human?AdAge – 4/8/14: ‘I call B.S. on B2B and B2C’ – opinion piece on distinctions (or not?) between business and consumer targeted marketing.

  • Do industries and marketers insist on a categorization or split [Business-to-Business vs. Business-to-Consumer] that’s now irrelevant (was it perhaps always irrelevant? Not so sure).
  • All companies or organizations must convey a message that compels an action – regardless of whether you're a nonprofit looking for donors, a bakery selling cupcakes, or GE selling turbines.

Personally, I (and others too) are wondering if it shouldn't all just be H2H – Human-to-human marketing?  At the end of the day, no matter if we're selling cupcakes, our time, or gala event tickets – it's another person at the cash register or ‘click to buy now' button. We should be talking and acting like humans. Humans make decisions and purchases – even if they work in organizations.

ClickZ – 4/7/14: ‘Social Marketing needs the real you’ – marketers (especially b2b) need to be authentic in online messages, particularly social media.

Wait, didn’t we just read something about the whole b2b vs. b2c dichotomy?!

  • Recommends emotional storytelling – because we all love and respond to stories – and stories are what connect with audiences.  Yep, ok, that's good advice – no matter what kind of marketer or organization you are or what channel you're using.
  • Recommends putting real names and faces to objects, services, papers, content -anything you share online. Again, more good advice. We want to buy from or donate to organizations that seem real and we have some connection with.

Social Media Today – 4/19/14: ‘8 Winning headline strategies and the psychology behind them’

The author recently dug up some research on headline writing to see if there was any science behind why we respond to certain headlines in media and marketing.

Use curiousity in your marketingThe research says the 8 best (most engaging) headline elements to use are:

  1. Surprise
  2. Questions
  3. Curiosity
  4. Negatives
  5. How-to
  6. Numbers
  7. Audience referencing
  8. Specificity

Social Media Today – 4/21/14: ‘How social media amplifies content marketing and SEO’

With the changes to search algorithms (thanks Google) Social Media (SM) isn’t optional anymore – it’s required as part of marketing strategy.Social media amplifies your marketing

SMT talks about how SM, Content Marketing and SEO are becoming more intertwined than ever. You should use SM to foster better relationships and real engagement with your audience of potential customers – not necessarily on SM, but on your site.

Google takes social sharing quite seriously – so should you.

The more cohesive your content strategy, and then promotion, is – the better your results, engagement and search result efforts.

[see also – Larry Kim, Word Stream and PubCon – ]

MarketingProfs – 4/1/14: ‘Develop your brand voice: 3 keys to killer messaging’ – Learn and then repeat after me -“my brand is more than a logo’ – the mantra for all marketers. Doesn't matter if you're into business, consumer, nonprofit, a solo, a start-up or a Fortune 500.

Brand = core promise, essence, your organization's story – and it's so much more than a logo or visual identity. It informs nearly every aspect of marketing and most other organizational efforts too – including operations, customer service, hiring and partnerships.

Your brand needs to be conveyed visually, verbally, and experientially.


EmailMarketingNews_graphicRazoo Foundation – John Haydon (nonprofit social media marketing expert) – 4/16/14: ‘5 ways to capture more emails on your website’ – this is good advice for both small businesses and nonprofits on list building tactics. Lists 5 places you should have forms (or add if needed) to capture your audience's interest and an email address from them. [don’t forget the other good rules of list-building – offer something valuable in return, take good care of your list and always tell people why it benefits them to opt-in]

  1. Sidebar – every page
  2. Separate landing page
  3. Ebook download page (a different kind of landing page)
  4. Footer – small form here, like a ‘P.S.’
  5. End of blog posts

MareketingProfs – 4/3/14: ‘8 secrets of success with LinkedIn PPC ads’ – pay-per-click ads on LI can work well for high-volume leads at low cost per lead, if done well; works like Google AdWords search, but more targeted and more specific for B2B marketers and the business professionals populating LinkedIn. [Note – this is not a tactic that's going to work well for solopreneurs or small businesses with highly targeted or small audiences – but it's worth knowing the option is out there.]

  • Make sure your audience is large enough – b/c Ads w/ small audience are viewed less and get fewer clicks – fewer chances to be seen. [However, not all marketers will find/have an audience of 50k as MProfs recm’ds]
  • Make sure audience targeted enough – be specific: target by location, company, industry, job title, seniority, skills, age, etc. E.g. software company targeting Web developers might choose members w/ listed skills of PHP, Python, Javascript, etc
  • Bid more than suggested bid range – a bid = amount you’re willing to spend each time a prospect clicks ad; higher bids more likely to get shown; the recm’d bid from LI is average for comparable companies, so bidding more means your ad gets shown instead of your competitor
  • Turn off low-performing ads – LI system can quickly help you figure out what’s working or not; review after just a few days and kill the ads that get no clicks
  • Use imagery that works well for your org – use whatever is eye-catching and relevant – and gets clicks; doesn't seem to matter if image is of things or people
  • Optimize based on click-through rate – LI offers to rotate your ads evenly or show best-performing more
  • Link to dedicated landing page w/ a form – [d’uh, but many still don’t] you’re trying to capture leads, so you need to capture info; use a different landing page and form for every offer (and have a good, relevant freebie)

Social Media Examiner – 4/23/14: ‘ 3 Ways to generate leads with LinkedIn groups’ – apparently it IS possible!

Why LinkedIn, why LI Groups?

Because apparently 64% of all the traffic going to corporate or business websites via ‘social media’ is coming via LinkedIn. It is THE B2B and business network of choice … of 300 million people. And there are 2.1 million professional groups, of every kind, size and niche. Kind of too big to ignore, eh?!

Tips recommended for using LI Groups for lead building:LinkedIn_GroupsSearch

  1.  Use search filters to find leads  – go to the Members page of the Group and use a filtered search to look for members by title, company, location, etc.
  2.  Personalize every invitation to connect [Boy does it bug me that so many people still fail to do this! However .. if you’ve ever connected with someone via LinkedIn’s mobile app, or the ‘suggested contacts’ pages – the default is that the system just sends the default message automatically and never gives you the option to personalize! D’OH!! So be careful!]
  3. Reverse engineer your content – remember, it’s useful content that wins, not sales-y, pushy, one-sided crap. So post an article that's helpful, on a topic you've already seen the Group discuss – show your expertise. Include a case study or example and go easy with the calls to action or links to your own material.

MarketingProfs – 4/29/14: ‘Which marketing channel gives you the most bang for your click?’ [Infographic] – from research by a vendor partner of theirs – details which channels or traffic sources they deem to be most engaged and ‘sticky’ [they stick around on your site longer – that’s good!]

However, note that this may or may not apply for all businesses or for nonprofits. There are differences if you’re in the B2B realm or you’re an e-commerce site. MProfs_Conductor_TrafficResearch42914

  • Social media may drive traffic, but those visitors don’t stick around – they most often aren’t finding what they were expecting when they get to whatever URL they clicked
  • Do not overlook email’s potential – it’s the 2nd largest driver of traffic beyond Organic Search. If you aren’t building your list and reaching people this way, you’re missing out.

Good news – we’re going to work on showing you how to make better use of email marketing here at The InfoHound. Maybe you also want to sign-up for OUR emails– so you don’t miss the extra goodies we only send via email?!


About the Author Jennifer Burke

I want all of my solopreneur pals to feel confident and mighty in their marketing - sharing what makes their work special and so vital to their clients. No B.S. or fluff here. I do the digging and research for you, translate "marketing-ese" into simpler terms, and help you avoid marketing headaches.

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