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.
AdAge – 4/8/14: ‘I call B.S. on B2B and B2C’ – opinion piece on distinctions (or not?) between business and consumer targeted marketing.
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?!
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.
The research says the 8 best (most engaging) headline elements to use are:
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.
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.
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 – https://www.slideshare.net/WordStream/pubcon-contentpromotion ]
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.
Razoo 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]
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.]
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:
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!]
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?!
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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