The formula is as powerful as it is simple. To reach and captivate your most likely buyers in our new digital service economy, simply be more precise and more human in your communication.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
This is the hottest ad sales seminar around and has been for years ...targeted to magazine executives....FOLIO, the CRMA, hundreds of publishers sales meetings and ad sales conferance
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
This is the hottest ad sales seminar around and has been for years ...targeted to magazine executives....FOLIO, the CRMA, hundreds of publishers sales meetings and ad sales conferance
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Do you know where your sales tools come from? Ever wondered where things like trial close and handling objections came from? In this is a report award winning business coach Andrew Priestley explores where some of your sales techniques and tools really come from. and if they even work.
In our research and conversations, we've come across insights from top marketers, business leaders, and content experts that have educated, motivated, and inspired us. Here are some of our favorites. We hope you feel the same.
Interested in learning more about our strategy services and industry research? Have other quotes you love? We’d love to hear from you! Feel free to reach out at michael.brenner@newscred.com.
*Correction: Slide 27 should be attributed to Jonathan Perelman.
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
A presentation that I made to a wonderful crowd at the Ottawa Search & Digital Marketing Meetup on April 15, 2014. Terrific group of people to speak to.
The Good Brief - a no-frills guide to writing creative briefsKam Fatt Chen
A simple, no-nonsense guide to writing creative briefs that work. Complete with tips, pointers and cheat sheets to help you focus and distill the things that really to write an effective creative brief.
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
Rainmaking 101 - 3 ways to get your initial customers to market for youTribetactics
Find the customers that most need your brand and inspire them to spread the word about you.
Here are 3 ways to get your initial customers to market on your behalf, a minibook by TribeTactics.com
An essential read for small businesses and startups focused on growth.
In a recent survey of B2B marketing executives, we learned that messaging is one of the biggest challenges they face. Do they have the right personas? Do they understand the issues that matter to those personas? Do they know how to map the value proposition of their solution to those issues? And do they know how to describe their value in terms that resonate with the people they want to sell to?
It turns out that in many cases, they don't.
When messaging is off, it is like shouting to people in a foreign language -- Nobody understands what is being said. Consequently there will be adverse effects across the marketing spectrum:
- Content Marketing topics will be less relevant
- SEO and SEM strategies will target the wrong phrases
- Web copy will mean little to visitors of your site
- Lead generation campaigns will under-perform
This ebook reviews some of the symptoms and reasons for ineffective messaging, and lists a number of steps readers can take to get it right.
Know:
- Who to call on.
- What to say.
- How to reach them.
More information can be found at:
http://thirdsidesolutions.com/messaging-get-it-right/
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
42 Useful Digital and Social Media Marketing QuotesAlexandra M. Coțe
Are you in need of some inspirational digital and social media marketing tips and suggestions?
Of course you are! Here are some of the best quotes for your upcoming marketing strategy.
More: https://mktodyssey.wordpress.com/
From Jay Baer and Convince & Convert, The Power of Everything is an ebook from an all-star cast of modern marketing practitioners, who provides short reflections on the power of mobile, content, corporate culture, big data and more.
This ebook will inspire you to become a better marketer in 2013 and beyond, and fill you in on some of the key trends shaping social media marketing and digital marketing success in the modern age.
30 min guide: How to reach and captivate your most likely buyers?Anders Lindgren
The battle for attention has changed. In the rumbling digital and urban jungle, people are bombarded with a quad zillion messages. Never have so many had so much content and so many offers to choose from. It has changed how people read and buy.
Firstly, people hate ads. Secondly, there are all sorts of ways to block out the messages you are trying to get through. Simply mashing up lots of content won’t work any longer. There are just too many marketers, news media, bloggers and so-me’s screaming to be heard at the same time.
With two decades of experience as a marketing director for large technology and consultancy firms, I understand how daunting the new digital marketing world can be. So, I started on a quest to find a surefire formula. I looked at all the best marketing methods and tools, and consolidated them into one surefire methodology: The Marketing Marksmanship Code.
It’s an easy to adopt and unbelievable powerful marketing formula. So you can create top-notch content, that’s relevant to your audience and capture high quality leads - all based on one methodology and a set of tactics. No more wondering how to do it all.
Marketing: How to craft a brand that people love and value?Anders Lindgren
Discover the remarkable simple formula for crafting brands that stand out and people love and value. The formula is as powerful as it is simple: Aim to Serve, Build on Love and Spread the Joy.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Do you know where your sales tools come from? Ever wondered where things like trial close and handling objections came from? In this is a report award winning business coach Andrew Priestley explores where some of your sales techniques and tools really come from. and if they even work.
In our research and conversations, we've come across insights from top marketers, business leaders, and content experts that have educated, motivated, and inspired us. Here are some of our favorites. We hope you feel the same.
Interested in learning more about our strategy services and industry research? Have other quotes you love? We’d love to hear from you! Feel free to reach out at michael.brenner@newscred.com.
*Correction: Slide 27 should be attributed to Jonathan Perelman.
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
A presentation that I made to a wonderful crowd at the Ottawa Search & Digital Marketing Meetup on April 15, 2014. Terrific group of people to speak to.
The Good Brief - a no-frills guide to writing creative briefsKam Fatt Chen
A simple, no-nonsense guide to writing creative briefs that work. Complete with tips, pointers and cheat sheets to help you focus and distill the things that really to write an effective creative brief.
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
Rainmaking 101 - 3 ways to get your initial customers to market for youTribetactics
Find the customers that most need your brand and inspire them to spread the word about you.
Here are 3 ways to get your initial customers to market on your behalf, a minibook by TribeTactics.com
An essential read for small businesses and startups focused on growth.
In a recent survey of B2B marketing executives, we learned that messaging is one of the biggest challenges they face. Do they have the right personas? Do they understand the issues that matter to those personas? Do they know how to map the value proposition of their solution to those issues? And do they know how to describe their value in terms that resonate with the people they want to sell to?
It turns out that in many cases, they don't.
When messaging is off, it is like shouting to people in a foreign language -- Nobody understands what is being said. Consequently there will be adverse effects across the marketing spectrum:
- Content Marketing topics will be less relevant
- SEO and SEM strategies will target the wrong phrases
- Web copy will mean little to visitors of your site
- Lead generation campaigns will under-perform
This ebook reviews some of the symptoms and reasons for ineffective messaging, and lists a number of steps readers can take to get it right.
Know:
- Who to call on.
- What to say.
- How to reach them.
More information can be found at:
http://thirdsidesolutions.com/messaging-get-it-right/
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
42 Useful Digital and Social Media Marketing QuotesAlexandra M. Coțe
Are you in need of some inspirational digital and social media marketing tips and suggestions?
Of course you are! Here are some of the best quotes for your upcoming marketing strategy.
More: https://mktodyssey.wordpress.com/
From Jay Baer and Convince & Convert, The Power of Everything is an ebook from an all-star cast of modern marketing practitioners, who provides short reflections on the power of mobile, content, corporate culture, big data and more.
This ebook will inspire you to become a better marketer in 2013 and beyond, and fill you in on some of the key trends shaping social media marketing and digital marketing success in the modern age.
30 min guide: How to reach and captivate your most likely buyers?Anders Lindgren
The battle for attention has changed. In the rumbling digital and urban jungle, people are bombarded with a quad zillion messages. Never have so many had so much content and so many offers to choose from. It has changed how people read and buy.
Firstly, people hate ads. Secondly, there are all sorts of ways to block out the messages you are trying to get through. Simply mashing up lots of content won’t work any longer. There are just too many marketers, news media, bloggers and so-me’s screaming to be heard at the same time.
With two decades of experience as a marketing director for large technology and consultancy firms, I understand how daunting the new digital marketing world can be. So, I started on a quest to find a surefire formula. I looked at all the best marketing methods and tools, and consolidated them into one surefire methodology: The Marketing Marksmanship Code.
It’s an easy to adopt and unbelievable powerful marketing formula. So you can create top-notch content, that’s relevant to your audience and capture high quality leads - all based on one methodology and a set of tactics. No more wondering how to do it all.
Marketing: How to craft a brand that people love and value?Anders Lindgren
Discover the remarkable simple formula for crafting brands that stand out and people love and value. The formula is as powerful as it is simple: Aim to Serve, Build on Love and Spread the Joy.
Marketing to the B2B Buyer is much more than understanding their pain points, where they live, etc. Our Massive Growth Marketing Series, Part 1, dives deep into how you need to be speaking to your ideal B2B client so your marketing is always successful.
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Green Bay Area Chamber of Commerce sponsored this session for area business owners and leaders. The session was facilited by Tim McAdow, Director of Marketing and Communication for Integrity Insurance; Tom Clifford, Director of Digital Development at HC Miller, Susan Finco, Owner and President of Leonard & Finco Public Relations; Patrick Hopkins, President of Imaginasium; Robert Jahnke, President of Top Hat Marketing; Diane Roundy, Director of Business Development for Schenck SC
3 min guide: How to reach and captivate your most likely buyers?Anders Lindgren
The battle for attention has changed. In the rumbling digital and urban jungle, people are bombarded with a quad zillion messages. Never have so many had so much content and so many offers to choose from. It has changed how people read and buy.
Firstly, people hate ads. Secondly, there are all sorts of ways to block out the messages you are trying to get through. Simply mashing up lots of content won’t work any longer. There are just too many marketers, news media, bloggers and so-me’s screaming to be heard at the same time.
With two decades of experience as a marketing director for large technology and consultancy firms, I understand how daunting the new digital marketing world can be. So, I started on a quest to find a surefire formula. I looked at all the best marketing methods and tools, and consolidated them into one surefire methodology: The Marketing Marksmanship Code.
It’s an easy to adopt and unbelievable powerful marketing formula. So you can create top-notch content, that’s relevant to your audience and capture high quality leads - all based on one methodology and a set of tactics. No more wondering how to do it all.
What is Branding? We created a brand building guide to answer this. Read or download the in-depth guide here to grow your business! https://www.dropshiplifestyle.com/what-is-branding/
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Similar to 30 min guide: Discover the ZEN of B2B marketing (20)
Did you know? Total global wealth just hit a new record. US and Europe are the main drivers, but also emerging markets like Asia Pacific and China. In China and India, millions have risen out of poverty to join the working middle class.
The bad news is that the rich and poor gap is not only chronic - it keeps widening. According to Credit Suisse and Oxfam the richest of the rich are getting richer. The top 1% wealthiest people now own 50% of all household wealth in the world.
At the same time, there are still far too many, who are living with far too little. According to the World Bank and Pew Research Centre, 2 billion people live on less than $3 a day and 71% of the world's population remain low income or poor (living on $10 or less per day).
Is this the kind of society we want - where a few have a lot and many have a little. Extreme unequal societies break with the democratic ideal and they are neither stable nor sustainable in the long run.
Is the digital transformation making your life more convenient or difficult?
The purpose of technology, whether you call it information technology or digital technology, has always been to make our lives more simple and our work more effective.
What about the digital transformation that is now creating rumbling shifts in the marketplace? Everyone is going digital, Soon the entire world will be a digital jungle. Experts claim that we are all either a digital pioneer, digital native, digital immigrant or digital laggard. Personally, I believe there are also some digital monkeys out there.
The word "digitalization" is the hottest buzzword of the decade. If you ask people what it means to go "digital", you'll get a myriad of different answers. The definitions on what it's all about, are are as many as there are bloggers out there.
To put it bluntly, there is only one yardstick to measure the success of your digital transformation: It should make your life and the lives of your customers more convenient, not more confusing and complicated. That's it.
.
Did you know? A lot of evidence indicates that we are destroying the foundations of human life in our quest for prosperity. Yes, it’s true that we have become masters of the planet, but at the same time we have become the terror of the ecosystem. In fact, over the past few hundred years, we have been disturbing the ecological equilibrium of the planet to such an extent that the ability of the planet’s ecosystem to sustain future generations can no longer be taken for granted.
Maybe it's time to remember a fact that is so obvious it's easy to forget. We all depend on the natural resources of this planet for our livelihoods. The food we eat, the water we drink, the air we breath, the fuel we use, the timber in our house, the fibers in our cloth, are all products of Earths natural ecosystems. Honouring these systems will ensure our continued prosperity and well being. It's simple as this: if we look after nature, it will look after us.
How will we live in the future: In cities of dreams or urban nightmares? Did you know that In 1800, only 3 percent of us lived in cities. Now it's 50 percent. 70 million people are added to this total every year. Obviously cities cannot keep growing in the same way. We have tough choices trying to make our cities livable for everyone. Yet, opportunities abound, if we are smart.
10 min guide to Marketing Automation: What is the one common threat all marke...Anders Lindgren
What is the one common threat all marketers face? Bad customer intelligence say experts. Here's how to get your intelligence gathering in order and your CRM and Marketing Automation efforts more effective.
Key topics: Marketing Automation, E-mail Marketing, CRM, Database Marketing, Account Based Marketing, Relationship Marketing, Services Marketing.
5 min guide to sustainability: Go green - Save money and the planetAnders Lindgren
Going Green – is it just “greenwashing”? Do organizations prefer to just talk about being green rather than really living green? Let’s be pragmatic. The majority of companies do not embrace Green livingprimarily for ideal reasons. It has always been about cost savings. In the form of reduced expenditures or efficiency gains. Nothing wrong with that approach. Actually it’s the core idea of sustainable development. Saving money and the environment at the same time.
10 min guide: Present with punch! Avoid the 8 common mistakesAnders Lindgren
Created by Anders Lindgren. Some of us love to give lectures. Others fear public speaking more than death. They are neither in contact with the audience nor themselves. They use PowerPoint as a crutch and limp nervously through their presentation. Not noticing that their audience are on the brink of being bored to death. Here is how to avoid the eight most common mistakes. To deliver presentation with power and punch, it is useful to be aware of the most common mistakes that even professional speakers make and how to avoid them.
Welcome to a new worldview. Looking at the planet as your home and something you should care for may seem odd to you. Yet, this story will show you how much sense it makes. It is as much the story of your life, as it is the story of our planet.
Megatrends are strong global forces affecting everything and all life on our planet. By viewing the world from a distance and over several centuries, there are 8 global forces of change that stand out. They are: Population boom; Rapid urbanization; Ferocious consumption; Technology rush; Digital transformation; Global connectedness; Environmental degradation and Wealth inequality.
Sustainability - What's wrong with a little climate change? Anders Lindgren
You may have heard about the dangers of “global warming and climate change”. It’s like old news. It hardly get you concerned. Well, there are some recent findings. Our Earth is getting warmer, wetter, wilder and more crowded than ever. It's scaring the hell out of scientists.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
7. – FORRESTER RESEARCH, Inc,
2012 Buyer Insights Survey.
of content is
focused more
on style than
substance.
54% 66%of the material
marketers are
developing
is useless.
FEW GET IT all right, say experts.
8. In the old days it used to be LESS complicated.
You simply
followed the
marketing
rule book
9. All you needed was communication
You know, the
kind that puts
quality over
quantity.
CRAFTSMANSHIP.
10. All you needed was a solid marketing
And spend piles of
cash on sales, cold
calls, direct mails, ads
and tradeshows.
Usually the leads
would be pouring in.
BUDGET.
12. Through the rumble in the digital
and urban media jungle, people are
BOMBARDED
with a quad zillion messages.
13. Never have each of us had so much CONTENT
and so many offers to choose from.
14. It has radically changed how buyers
READ, SHOP and PROCESS information.
15. First of all, most people DISLIKE ads.
Consumers hate ads.
Display ads don’t work.
Users don’t click on
banners. Full screen
pop-ups elicit rage as
they interrupt browsing –
especially on mobiles.”
The Communication Trends Report
2016 from Hotwire, succinctly
sums it all up.
16. Secondly, there are all sorts of ways to BLOCK
out the messages you’re sending out.
Technical devices
provide people
with increasingly
smarter ad filters.
17. The result, is an explosive growth in
people’s use of AD BLOCKING*.
It has left many
advertisers in
block chock.
181
121
54
39
30
21
2010 2011 2012 2013 2014 2015YEAR
Worldwide adblock
users in milllions per
monthon internett
and mobiles.
* Adobe and PageFair Ad Blocking Report 2015.
18. BEWARE!
Ad blocking is just the tip of the iceberg.
Ad blockers
Other marketing
defense systems
20. People simply TUNE OUT – mentally.
And IGNORE all messages
that do not immediately
resonate with their needs.
21. If the content craze continues, people will start
to invoke the ultimate defense system:
CONTENT
NAUSEA.
Doug Kessler, Creative
Director at Velocity Partners,
calls the phenomena: the
‘Content Effluent Deluge‘
in his bright presentation:
Crap.
ow.ly/kDlpN
22. Seth Godin ties it all together for us.
Finding new ways,
more clever ways
to interrupt people
doesn’t work.”
– SETH GODIN, best
selling marketing author
and entrepreneur
In April of 2016, this book was selected by
Forbes as one of six essential books every
marketer should have on their shelf
25. There are too many SCREAMING
to be heard at the same time.
BrandsNews
26. No one does it better than the professionals.
Brands are becoming publishers.
Marketers are becoming editors.
Bloggers are becoming journalists
Journalists are becoming click obsessed.
Everyone is MASHING UP content.
27.
28. Menu
Paid Content
Owned Content
Earned Content
Hijacked Content
Curated Content
Shared Content
Sold Content
All serve the
same menu.
Everyone wants to be the new
digital marketing CHEF.
Everyone cooks in the
same pots: Facebook,
twitter, blogs, online
news…
29. HMM! Isn’t there an old proverb:
When everyone does the same
thing, no one is thi…?
NAAH! It slipped my mind..
30. Let’s not kid ourselves.
Reaching our most likely buyers
has always been hard. In todays
digial and urban media JUNGLE,
it requires more finesse than ever.
31. With two decades of experience as marketing
director, I understand how daunting the brave
new digital marketing world can be.
So, I started on a quest to find
the essence and ZEN of marketing.
What I created will make
your marketing
way more powerful.
33. It’s an easy to ADOPT and unbelievable
powerful marketing formula.
So you can create top-notch content,
that’s relevant to your audience and
capture high quality leads.
All based on one
methodology and
a set of tactics.
35. CAPTIVATE!
The FOUNDATION and twin pillars of the
Marketing Marksmanship Code™ are:
The dual aspect of the marketing discipline
REACH!
If you are not able to reach and captivate your most likely buyers,
nothing else you do as a marketer will matter.
36. The FIRST QUESTION to ask yourself:
What’s the best way
to reach my most likely
buyers?
37. The SECOND QUESTION to ask yourself:
What’s the best way
to captivate their interest
and stimulate buying?
39. Most experts agree, that
people who master marketing
marksmanship have a
special mindset.
40. A TRUSTWORTHY SOUL
A WARM HEART
A PRECISE FOCUS
A CLEAR MIND
The ESSENCE of reaching and captivating
your buyers lies in four essential human skills:
41. The four human skills are FUNDAMENTAL.
1. A PRECISE FOCUS
3. A CLEAR MIND
2. A WARM HEART
4. A TRUSTWORTHY SOUL
They are the building blocks for
creating true marketing magic.
Skill 1 deals with how to
reach your buyers.
Skill 2, 3 and 4 deal with
how to captivate their
interest.
42. The skillset represents the ‘HOLY GRAIL’
of marketing.
It has withstood the test of
time and odds of change.
The 4 skill will likely
always be at the core of
marketing marksmanship.
1. A PRECISE FOCUS
3. A CLEAR MIND
2. A WARM HEART
4. A TRUSTWORTHY SOUL
43. When you are precise in your focus
and bring together the noble energies
of your heart, mind and soul,
then you master the Marketing
Marksmanship Code. ”
– ANDERS LINDGREN, digital
pioneer, PR-veteran, futurist and
services marketing specialist
™
45. A PRESICE FOCUS
Decide precisely what your
business is and identify exactly
who your most likely buyers are,
then act resolutely to reach them.
1
46. When you decide and define precisely what
your business is, a lot of other aspects…
FALL INTO PLACE.
Peter Drucker, the grandfather
of marketing, placed enormous
emphasis on this decision.
He viewed it as the fundamental
marketing decision of any manger.
47. Today, it makes a huge difference if a company
defines itself as an oil drilling company
instead of an energy provider.
For example:
See the classic video
on Marketing Myopia
by Theodore Levitt:
http://bit.ly/1SMiSNG
48. Identify your MOST LIKELY BUYERS.
Who are they?
Decision makers?
Influencers?
Consumers?
How old are they?
Where do they
live and work?
…
Zoom in on your
target groups.
49. IDENTIFY your
ideal buyers
REACH them
with relevant
messages
INTERACT in
a way that drive
more interactions.
SELL them
exactly what
they want
Being targeted is the secret
to getting leads and sales SOARING.
APPLY TARGETED
MARKETING
50. Create from your heart with warmth,
empathy and genuine appreciation
for your buyers, then your creations
will more easily reach their hearts.
A warm
heart
2
51. Buyers shall not only understand your messages.
Make them FEEL what
you try to get across.
The better your content
stir people hearts, the more
response you get.
52. It’s the single most important word in marketing.
empathy
noun | em·pa·thy |
ˈem-pә-thē
The ability to identify
with the situation
and emotions of
other people.
The capacity to
understand what
other beings are
experiencing as if
we were feeling it
ourselves.
To reach people’s heart, you need to have...
53. Place yourself in the BUYER’S SHOES.
The better you do it,
the easier it will be to do
and say the right things
in your communication.
54. A stimulus sparks
an interest that
meets a need.
People ask around
and go online to
find out more.
People reevaluate
the purchase
and share their
experiences.
People decide
to buy, join,
sign up etc.
People try demos
and seek proof points
to compare solutions.
People use the
product or
service.
Understand every step of the
BUYER JOURNEY.
Do what you can
to create a seamless
buying process.
55. Clarity of writing follows clarity of
thought, so think about what you
want to say, then say it as clearly
as possible.
3
A CLEAR MIND
56. In a complex world SHORT OF TIME,
buyers crave for clarity and simplicity.
You save space.
The viewer saves time.
It seldom gets boring.
57. When you communicate with
both clarity and from the heart,
you seldom need many words
to captivate people.
58. Demonstrate that you can and
know your stuff, share insights
that is useful for your buyers and
highlight customer testimonials
and your credentials.
A trustworthy soul
4
60. Understand that nothing builds CREDIBILITY
like people advocating your offers..
That’s the power of word of mouth.
61. Imagine that someone wants to convince
women of their skill as a lover.
“He’s a great lover!”
THIS IS ADVOCATING
“I’m a great lover!”
THIS IS SELLING THIS IS ADVERTISING
Let me illustrate:
Which tactic is most effective?
Buy your lover now!
GREATLOVER.COM
62. W E L C O ME Apple
Google
Microsoft
IBM
VISA
AT&T
Verizon
Coca-Cola
McDonalds
Marlboro
CLIENTS
Showcase your referrals, awards and
certifications in your reception area and
upfront on your website. Nothing say
more about your credibility.
HOT
TIP!
64. The Marketing Marksmanship Code™
COMPLETES Aristotle’s classical rhetorical triangle.
Ethos
Pathos
Logos
The worlds
most influential
method of
persuasion.
65. The formula adds the apparent,
yet overlooked VITAL ELEMENT.
Ethos
Pathos
Logos
It makes all
the difference!
Akribos
It’s the Greek
word for
precision.
66. To have a precise focus is the ZEN
of the Marketing Marksmanship Code™.
It gives focus to your energy
and channels it in the
right direction.
70. Getting the ‘right people‘
to view the content
is marketer’s greatest
challenge.”
– LORI WIZDO, principal analyst,
Forrester Research, Inc
Mythbusting 101: Insights into
the Tech Buying Journey, 2014.
72. To adopt the mindset of
the Marketing Marksmanship
Code™, most of us‘creatives‘
need to take a MENTAL
SHIFT:
A change in how we see
and perceive the world.
73. How it has changed the battle for attention
Specifically, we need to fully understand the
the DIGITAL REVOLUTION.
and people’s purchasing
behavior and reading
habits.
75. 1. We have become digital animals.
2. We try to avoid content overload.
3. We want things to be easy.
4. Everything should happen quickly.
5. We seek help and guidance.
6. We want to be seen and heard.
7. We trust word of mouth.
85. When you are precise in your focus
and bring together the noble energies
of your heart, mind and soul,
then you master the Marketing
Marksmanship Code. ”
– ANDERS LINDGREN, digital
pioneer, PR-veteran, futurist and
services marketing specialist
™
89. ABOUT THE AUTHOR and creator of
The Marketing Marksmanship Code™.
Hey, my name is Anders Lindgren.
People who know me well, will label me
as a B2B services marketing specialist,
digital pioneer, PR-veteran and futurist.
I have two decades of experience as a
marketing and communication director
for large professional services firms,
primarily PwC, AT&T and Sopra Steria.
Throughout my career I have been
passionate about sharing insights, and
helping people and brands communicate
in a way that makes them shine and
stand out from the crowd.