The explosion of content marketing has created new opportunities for marketers to take back control of their brands and the way that consumers interact with them prior to engagement. This presentation will review new methods by which marketers are using content marketing in conjunction with marketing automation to develop consumer interest and protect consumer engagement from competitive infiltration. Focusing on an in depth analysis of direct mail and email marketing campaigns, marketers will learn marketing best practices that will drive brand awareness and credibility while attracting, engaging, nurturing, and converting more leads, customers, and fans.
What will you learn from this presentation?
- How the desire of consumers to research online prior to brand engagement has created an opportunity for brands to generate organic leads
- Best practices for brands to retain consumers in their marketing funnels and not lose them to competitive efforts
- Actionable strategies and creative tips on how to maximize their brand’s marketing campaigns using powerful cross-‐channel marketing automation tools and effective content marketing
This presentation was given by Dennis Kelly, CEO at Boignet, at NEDMA's 2015 Annual Conference.
SEO is beyond keywords and links. Here are future trends for the role of SEO that focuses on a customer centric, integrated marketing approach, Presented by Lee Odden, CEO of TopRank Online Marketing at OMWeek in Madrid, Spain.
Get actionable tips and strategies for using content marketing to support sales, SEO, PR, and more.
You will learn:
- How to execute and promote an effective content marketing campaign
- Marketing strategies for specific types of content Software tools you can leverage for content marketing
- Where to get the scoop on your competition
And last but not least find out how to build a strong foundation for your content marketing efforts by following best practices for the start.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-word-year
Last week I presented on a NewsCred webinar on the future of content marketing. I talked about how marketing has always used great storytelling to connect with people.
I talked about how we are becoming a much more visual society, scanning information for the details we need in less than a second.
I used some stats and research and graphs to show that content marketing is all the marketing that's left. And my focus for the future of content marketing was for brands to be:
Informative
Visual
Shareable (and snackable, consumable, digestible, and always-on)
Entertaining
But I don't think any of these should be content marketing word of the year! I just know that your audience wants stories, not ads. And I hope to help you give it them!
So check out the presentation above
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
SEO is beyond keywords and links. Here are future trends for the role of SEO that focuses on a customer centric, integrated marketing approach, Presented by Lee Odden, CEO of TopRank Online Marketing at OMWeek in Madrid, Spain.
Get actionable tips and strategies for using content marketing to support sales, SEO, PR, and more.
You will learn:
- How to execute and promote an effective content marketing campaign
- Marketing strategies for specific types of content Software tools you can leverage for content marketing
- Where to get the scoop on your competition
And last but not least find out how to build a strong foundation for your content marketing efforts by following best practices for the start.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-word-year
Last week I presented on a NewsCred webinar on the future of content marketing. I talked about how marketing has always used great storytelling to connect with people.
I talked about how we are becoming a much more visual society, scanning information for the details we need in less than a second.
I used some stats and research and graphs to show that content marketing is all the marketing that's left. And my focus for the future of content marketing was for brands to be:
Informative
Visual
Shareable (and snackable, consumable, digestible, and always-on)
Entertaining
But I don't think any of these should be content marketing word of the year! I just know that your audience wants stories, not ads. And I hope to help you give it them!
So check out the presentation above
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
4 Content Marketing Challenges in 2016Katai Robert
2016 will be an interesting year for Content Marketing. Find an ideal balance between content and marketing through an editorial plan and a marketing budget.
Content Marketing: Case studies and strategies for successMarketingSherpa
Presentation by Erin Hogg, Reporter, MECLABS, at UNF's Social Media Marketing class.
This presentation explores the familial relationship of content marketing and social media.
It also provides real examples and case studies of how content marketing is linked to sales and the concept of relationship marketing and establishing a life-long customer by building up company reputation and trust.
Mark Selmi Marketing Plan - Avanti Media - Mark Selmi, Marketing ConsultantMARK SELMI
Quest Nutrition strategic marketing plan - Mark Selmi
Avanti Media - Mark Selmi marketing consulting
I have been fortunate enough to achieve invaluable experience as a Chief Marketing Officer at a prestigious legislative law firm that brought cases before the Supreme Court & catered to an elite clientele, a CMO at a successful, mission-driven, marketing agency & as a Vice President of Marketing at an innovative eCommerce company.
I create unique branding value, while delivering a collaborative, supportive leadership style that mentors & develops team members to achieve their full potential. I am experienced in creating inspired digital strategic marketing & business development plans that leverage deep consumer insights that add value & connect with the customer on a deep, personal level that reflects their core ethical & cultural values.
I am skilled in the ability to address a comprehensive spectrum of marketing challenges, while striking the correct balance between creativity, strategy & execution. Extensive skill-sets in strategic planning, business development, lead generation, website design & conversion insight, SEO, SEM, SMM, all social media management, custom APP & chatbot development, remarketing & OTT ads, Native & display ads, newsletter campaigns, written content, earned media placement, video production, photography & editing.
I also have expertise in public relations & communication with a media list of over 300 reporters from every major national publication, TV & radio network - From the New York Times, to the Wall Street Journal & Washington Post, to all of the major networks. I've placed my clients on magazine covers, secured featured stories in the AP, to creating custom podcasts & webinars which helped bolster their reputation as authoritative thought leaders.
Content Marketing: How to Successfully Convert Content into Customers451 Marketing
We’ve all heard the battle cries – traditional marketing is dead! Content is king! Savvy consumers are tired of being sold to and marketers need to create a constant flow of new content, from blog posts to social media updates, ebooks to webinars. But, how do you get started? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals?
In this 451 Marketing webinar, you’ll learn the steps to planning a dynamic content marketing strategy for your brand. From defining your audience to measuring your results, you’ll learn how to use effective content marketing to improve search rankings, drive traffic to website, and nurture relationships with leads and clients.
Harnessing the Power of Pinterest Promoted Pins JD Prater
Pinterest Promoted Pins make it easier for brands to reach people who are in that “consideration mindset”—open to inspiration from credible sources. This session will walk through a case study highlighting effective and scalable Pinterest tactics that can be applied to your next campaign.
You will learn:
- How to set up a scalable Promoted Pin campaign
- How to analyze and measure performance with Pinterest Analytics & Google Analytics
- How to optimize your campaign to improve Pin performance
How a Content Marketing Company Does Content Marketingion interactive
Uberflip’s VP of Marketing, Hana Abaza and ion co-founder Anna Talerico come together for a content packed, content marketing presentation.
Get the inside scoop from a company that produces hundreds of webinars, thousands of blog posts and many more leads. Hana and Anna take you through:
- Goals and Strategy
- Content Marketing Cycle
- Planning and Process
- Execution and Evaluation
Learn how to use content to raise awareness, boost engagement and fuel lead and demand generation by focusing on more than just great content. We show you what a quality content experience looks like and how that experience differentiates your content from the rest.
Get the roadmap you need to put your content marketing program on the fast track to success.
Social media strategy plan - basic principle - Moses GomesMoses Gomes
Understand the basics of a social media strategy plan and how to create it for pitch. This presentation will help users keep elements that they need to consider and follow to showcase how you can help your client to achieve their business goals.
UID 2015 Presentation - Online Marketing - Where's it going? How to win.Brian Bluff
Since the late 1990’s, manufacturers and distributors have witnessed a tremendous change in marketing technology (search, social, email, etc.). Those that embraced the change have reaped the rewards, and those that ignored it struggle to exist.
But now, this technology, which provided early adaptors a leg up, has changed again and many manufacturers and distributors have seen their hard fought gains evaporate.
Today Google’s ranking preference for big brands and sites with rich high-quality content, coupled with the social platforms tightening up of organic (non-paid) reach in pursuit of viable “pay for play” revenue models favor large sites/companies and threatens the traditional distributor model.
Building a simple website and tweeting a few times does not constitute a good online strategy. Today online marketing is traditional marketing, strategy is more important than ever, and developing a solid comprehensive plan is the way forward. But where is it all going? When does marketing revolution become evolution?
This session will explore where we are now, what’s coming next, and how to prepare your company to compete in 2015 and beyond. You’ll learn what content prospects and customers want, how to measure success, and how to get started.
A Tale of Two Journeys: Delivering Engaging Content to Your Buyersion interactive
ion's November webinar comparing the buyer's journey through static content versus interactive content and how you can use interactive digital dialog to provide rich insights to sales and marketing.
What the next wave of results-focused content marketing looks like for the coming year.
This year is squarely focused on driving measurable business value from content marketing.
A few of the 2016 trends you need to know:
- Addressing increased content performance and ROI pressure
- Breaking through content clutter for sustainable attention
- Repurposing content through function rather than format
- Increasing lead quantity and quality from content
- Increasing velocity and relevance in the buyer’s journey
Impact your content marketing results in 2016.
4 Content Marketing Challenges in 2016Katai Robert
2016 will be an interesting year for Content Marketing. Find an ideal balance between content and marketing through an editorial plan and a marketing budget.
Content Marketing: Case studies and strategies for successMarketingSherpa
Presentation by Erin Hogg, Reporter, MECLABS, at UNF's Social Media Marketing class.
This presentation explores the familial relationship of content marketing and social media.
It also provides real examples and case studies of how content marketing is linked to sales and the concept of relationship marketing and establishing a life-long customer by building up company reputation and trust.
Mark Selmi Marketing Plan - Avanti Media - Mark Selmi, Marketing ConsultantMARK SELMI
Quest Nutrition strategic marketing plan - Mark Selmi
Avanti Media - Mark Selmi marketing consulting
I have been fortunate enough to achieve invaluable experience as a Chief Marketing Officer at a prestigious legislative law firm that brought cases before the Supreme Court & catered to an elite clientele, a CMO at a successful, mission-driven, marketing agency & as a Vice President of Marketing at an innovative eCommerce company.
I create unique branding value, while delivering a collaborative, supportive leadership style that mentors & develops team members to achieve their full potential. I am experienced in creating inspired digital strategic marketing & business development plans that leverage deep consumer insights that add value & connect with the customer on a deep, personal level that reflects their core ethical & cultural values.
I am skilled in the ability to address a comprehensive spectrum of marketing challenges, while striking the correct balance between creativity, strategy & execution. Extensive skill-sets in strategic planning, business development, lead generation, website design & conversion insight, SEO, SEM, SMM, all social media management, custom APP & chatbot development, remarketing & OTT ads, Native & display ads, newsletter campaigns, written content, earned media placement, video production, photography & editing.
I also have expertise in public relations & communication with a media list of over 300 reporters from every major national publication, TV & radio network - From the New York Times, to the Wall Street Journal & Washington Post, to all of the major networks. I've placed my clients on magazine covers, secured featured stories in the AP, to creating custom podcasts & webinars which helped bolster their reputation as authoritative thought leaders.
Content Marketing: How to Successfully Convert Content into Customers451 Marketing
We’ve all heard the battle cries – traditional marketing is dead! Content is king! Savvy consumers are tired of being sold to and marketers need to create a constant flow of new content, from blog posts to social media updates, ebooks to webinars. But, how do you get started? What types of content should you create and how can you ensure that it will ultimately help your brand achieve measurable business goals?
In this 451 Marketing webinar, you’ll learn the steps to planning a dynamic content marketing strategy for your brand. From defining your audience to measuring your results, you’ll learn how to use effective content marketing to improve search rankings, drive traffic to website, and nurture relationships with leads and clients.
Harnessing the Power of Pinterest Promoted Pins JD Prater
Pinterest Promoted Pins make it easier for brands to reach people who are in that “consideration mindset”—open to inspiration from credible sources. This session will walk through a case study highlighting effective and scalable Pinterest tactics that can be applied to your next campaign.
You will learn:
- How to set up a scalable Promoted Pin campaign
- How to analyze and measure performance with Pinterest Analytics & Google Analytics
- How to optimize your campaign to improve Pin performance
How a Content Marketing Company Does Content Marketingion interactive
Uberflip’s VP of Marketing, Hana Abaza and ion co-founder Anna Talerico come together for a content packed, content marketing presentation.
Get the inside scoop from a company that produces hundreds of webinars, thousands of blog posts and many more leads. Hana and Anna take you through:
- Goals and Strategy
- Content Marketing Cycle
- Planning and Process
- Execution and Evaluation
Learn how to use content to raise awareness, boost engagement and fuel lead and demand generation by focusing on more than just great content. We show you what a quality content experience looks like and how that experience differentiates your content from the rest.
Get the roadmap you need to put your content marketing program on the fast track to success.
Social media strategy plan - basic principle - Moses GomesMoses Gomes
Understand the basics of a social media strategy plan and how to create it for pitch. This presentation will help users keep elements that they need to consider and follow to showcase how you can help your client to achieve their business goals.
UID 2015 Presentation - Online Marketing - Where's it going? How to win.Brian Bluff
Since the late 1990’s, manufacturers and distributors have witnessed a tremendous change in marketing technology (search, social, email, etc.). Those that embraced the change have reaped the rewards, and those that ignored it struggle to exist.
But now, this technology, which provided early adaptors a leg up, has changed again and many manufacturers and distributors have seen their hard fought gains evaporate.
Today Google’s ranking preference for big brands and sites with rich high-quality content, coupled with the social platforms tightening up of organic (non-paid) reach in pursuit of viable “pay for play” revenue models favor large sites/companies and threatens the traditional distributor model.
Building a simple website and tweeting a few times does not constitute a good online strategy. Today online marketing is traditional marketing, strategy is more important than ever, and developing a solid comprehensive plan is the way forward. But where is it all going? When does marketing revolution become evolution?
This session will explore where we are now, what’s coming next, and how to prepare your company to compete in 2015 and beyond. You’ll learn what content prospects and customers want, how to measure success, and how to get started.
A Tale of Two Journeys: Delivering Engaging Content to Your Buyersion interactive
ion's November webinar comparing the buyer's journey through static content versus interactive content and how you can use interactive digital dialog to provide rich insights to sales and marketing.
What the next wave of results-focused content marketing looks like for the coming year.
This year is squarely focused on driving measurable business value from content marketing.
A few of the 2016 trends you need to know:
- Addressing increased content performance and ROI pressure
- Breaking through content clutter for sustainable attention
- Repurposing content through function rather than format
- Increasing lead quantity and quality from content
- Increasing velocity and relevance in the buyer’s journey
Impact your content marketing results in 2016.
Texas Enteprise Speaker Series, May 9, 2013, The University of Texas at Austin.
The Cypriot bank deposit crisis has put a modern spin on Mark Twain's "It's not the return on my money but the return OF my money that counts." The unthinkable possibilities ahead emanate from the epic gap between a government's financing needs and its ability to sell debt. This has prompted politicians to consider options that were previously considered unthinkable.
You will learn —
The magnitude of the shortfalls in government funding
The adverse effects of the monetary fixes that are already underway
The means that governments use to confiscate private wealth
The protections being devised by private citizens
The possibility of new reserve currencies and global wealth reallocation
The Texas gold depository as an example of the unthinkables that lie ahead.
My 6th. revision of my Stackato presentation given at the German Perl Workshop 2013 in Berlin, Germany,
More information available at: https://logiclab.jira.com/wiki/display/OPEN/Stackato
Дмитрий Калаев – Три реальных провала при создании ИТ-бизнеса404fest
Дмитрий расскажет о трех разных ошибках: об ошибке основателей компании Naumen на старте компании Naumen, о своих ошибках как инвестора, а также некоторый ошибки из жизни портфельных компаний ФРИИ
http://2014.404fest.ru/reports/3fails/
2019 SITEC E-Commerce Course 301 CN: Internet Marketing Digital Marketing by ...sitecmy
SITEC E-Commerce Course: Internet Marketing
Course Series: Getting Started 301
Internet marketing is the marketing of digital products, especially through online networks to promote products or services. These include mobile phones, display ads, and any digital media.
Online marketing has changed the way companies and brands use technology to market. As the growing number of platforms gradually integrate into everyday life and marketing programs, people tend to use more electronic devices than to visit physical stores, and online marketing has become commonplace and effective.
Company : Stelix Media
Guest Speaker : Stephy Yoong
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
Air Force Research Laboratory Small Business Hub Collider - Small Business Ma...Billy Grill
Presented by Billy Grill, Rebel Marketing, this Collider event through the Air Force Research Laboratory Small Business Hub covers Small Business Marketing with a focus on marketing to the federal government. It covers all aspects of marketing from strategy through tactics and tools.
Enhancing Your Digital Marketing for Cyber MondayIndaba Group
Learn how to improve your digital marketing efforts to drive more visibility, engagement and sales this online holiday shopping season. Angie Pascale, Indaba Group's Director of Marketing, shares tips on leveraging and integrating owned, earned and paid media campaigns. Tips include creating a deals page, running smart, segmented email campaigns, developing valuable content, leveraging advanced Pinterest features, responding to reviews, running retargeting campaigns and much more.
Check out more useful info and tips on digital marketing, ecommerce and web development at Indaba Group's blog: http://www.indabagroup.com/blog.
Increasing Website Traffic to raise online presence and increase internet leads. This presentation gives an overview in how to increase website visitors by having a strategy and using digital marketing techniques - Google Analytics, Google Ads, Google Places, SEO, Social Media and Email Marketing. Presented by Chris Wood, Q Social Media at the Exeter Business Network.
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...Susan Smith
How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.
Tips for Improving Google Shopping Campaign results Elizabeth Clark
Presenter slides from the first Shopping Guru's group meeting at Deloitte in Manchester. Attended by retailers , digital agencies and ad tech companies. Presentations covered the Google Myths to be wary of, rapid growth retailer case study, the agency role in managing feeds, and Manchester's opportunity to play a key role in setting shopping best practice.
There are many marketing tools to pick from: Search Optimisation, Social Media, Paid Ads, Email and Blogging for small and mid sized businesses.
Learn from a seasoned pro the pitfalls of marketing in the digital age and how you can implement real solutions within your budget.
What you'll learn:
• The major marketing errors made by small business
• Practical solutions to implement
• How to figure out what is important and what is not
• Action steps to develop a marketing plan
Leveraging Micro-Moments: Using PPC When It Matters MostHanapin Marketing
As a marketer, your biggest opportunities are in the smallest moments. Reaching your customers in moments that matter, in a way that is relevant to their intent and context is not only needed, it’s absolutely essential to your brand. You should understand this new behavior (micro-moments) and take action to address it, as hearts, minds and dollars are won or lost in these moments.
Join experts from Google and Hanapin Marketing as they set the foundation of understanding these important micro-moments and discuss actionable PPC tactics, like remarketing for search and display and bid strategies, to boost your account’s performance during these moments.
You’ll get expert-level PPC tips like:
How to segment and reach your customers at any point in their purchase journey
Targeting bottom of the funnel customers with long tail keywords
Using remarketing lists to bring in new visitors
Regularly publishing quality content is the most effective SEO strategy a small business can follow.
This presentation explains how to start thinking like a publisher, and begin to promote your business through blogging, infographics, and other popular media.
Similar to NEDMA15: Content Marketing Strategies That Drive and Protect Organic Leads - Dennis Kelly (20)
Using new tools such as :If This Then That" to add followers to networking on LinkedIn, Ellen is a skeptical, but early adopter of technology and believes in harnessing the internet to spread your messages and grow your community.
I think it's safe to say that Instagram isn't going away. It's no longer about the duck faced selfie, and all about the creative ways to weave in subtle branding within a powerful image. With over 400 million users, people from all over the world are logging in to share ordinary content in an extraordinary way - are you tapping into them? It's becoming clear that in order to run a successful marketing campaign today, businesses must deliver top notch visuals that reflect their users interests and personalities. This talk will cover a couple tips and tricks on how to grow your follower base with true fans, how to find your new brand advocates and how to make your businesses Instagram account work for you.
While there's an art and a science to success on social media, there's also a psychology about it all that brands should study closely. Which topics and themes are popular with almost everyone on Twitter, Facebook and Instagram? What can you say or show that will command the undivided attention of your fans, followers and friends? The brand that portrays itself as interesting, entertaining and fun proves it has a personality, not just a pulse, and finds common ground with its audience.
By now, most organizations have taken the first step in marketing automation, acquiring an enterprise class marketing automation system such as Act-On, Eloqua, Marketo, Aprimo or Pardot. However, very few organizations are actually taking advantage of the rich features these platforms offer. So while marketers aspire to leverage triggered events to launch timely customized nurture campaigns, the majority of outbound email from the systems is the same old batch and blast email programs of the past. Many are stuck figuring out where to start.
This presentation will teach you the approach to quickly launch marketing automation nurture campaigns without getting bogged down by overthinking the process. Topics covered include:
- The possible ROI of great nurture programs.
- The components of marketing automation campaigns that go beyond email.
- How to visualize and plan triggered events and nurture programs.
- Tips and best practices to boost ROI.
- Blending nurture with customized site calls to action and media based retargeting.
This presentation was given by Harry Gold, CEO of Overdrive Interactive, at NEDMA's 2015 Annual Conference.
The role of 'modern marketer' often means juggling multiple social channels and wearing too many hats. Meanwhile, customers are looking to social media to be educated and inspired, not pitched and prodded. View this presentation to learn how to use Twitter, content and community to further your B2B business goals. You’ll learn “guerrilla” Twitter marketing techniques, practical tips for building a community around your brand and how to use original and third-party content to earn trust and influence followers.
This presentation was given by Justine Jordan, Marketing Manager at Litmus, and Lauren Smith, Content Marketing Manager at Litmus, at NEDMA's 2015 Annual Conference.
In today’s digital world, the average person is exposed to over 3,000 marketing messages a day, most of which are immediately forgotten. Regardless of whether you’re a national business, a small mom and pop shop, or a local nonprofit organization, that’s a problem. So how can your organization succeed in creating a lasting impression? Learn how to use the art of storytelling to engage with your target audience and find success in the modern world regardless of the size of your organization, industry, or goals. When it comes down to it, there’s nothing our brains crave more than a well-crafted, captivating story. So if you’re ready to increase sales and engage your listeners, it’s time to forgo some of the data and start using storytelling to make a personal connection with your clients and donors.
This presentation was given by John Foley, Jr., CEO/CEO of interlinkONE and Grow Socially, at NEDMA's 2015 Annual Conference.
As marketers, we know inbound marketing consists of many disparate channels. But which ones will be most effective for our target audience? How do we know which ones to utilize first? What exactly is the goal we are hoping to accomplish? When it comes to campaign planning, these are all mission-critical questions we must answer if we want to successfully generate leads and nurture them into paying customers. In this presentation, Michael F. Griffin explains the best strategic approach to planning and executing an effective, cross-channel inbound marketing campaign.
This presentation was given by Michael F. Griffin, Implementation Specialist at HubSpot, at NEDMA's 2015 Annual Conference.
Like trying to force a square peg into a round hole, many brands are still trying to use the same strategies and tactics that work in traditional marketing channels on social media. They’re learning the hard way that instead of being followed and liked for their conversation and candor, they’re being overlooked and ignored because of their corporate speak and sales jargon. People want to do business with people, after all. In this presentation, you’ll learn not just how important it is to show the human side of your brand on social media, but a number of proven best practices for building a loyal, engaged audience there.
This presentation was given by Bob Cargill, Director of Social Media at Overdrive Interactive, and Amanda Fakhreddine, Senior Social Media Strategist at Akamai Technologies, at NEDMA's 2015 Annual Conference.
The emerging field of decision-science will soon have a game-changing effect on how marketers communicate. More and more evidence is uncovered every day by social scientists, neuroscientists, and behavioral economists that proves people are hard-wired to behave in certain ways. Even though customers THINK they are in control, the fact is they make UP TO 95% of their purchase decisions subconsciously – automatically and instinctively. And these automatic behaviors can be prompted! This has huge implications for how we market – how we design pages and online ads, structure offers, write subject lines and content, etc. By injecting these proven principles of social science into our digital/social creative, we can increase engagement and response. This presentation will explore how to incorporate this emerging field into the work of interactive marketers – leveraging surprisingly persuasive scientific principles like choice architecture, priming, loss aversion & cognitive fluency.
This presentation was given by Nancy Harhut, Chief Creative Officer of Wilde Agency, at NEDMA's 2015 Annual Conference.
Learn the latest in print technology: RFID technology embedded in paper. As costs for RFID and NFC tags continue to decrease, and phone manufacturers incorporate NFC capabilities into their products, RFID is being embraced in marketing campaigns, products, and events across the world. RFID in marketing brings a certain level of interaction to campaigns. Whereas traditional advertising campaigns push a message onto the consumer, interactive campaigns invite the consumer to engage with the brand.
Consumers have their smartphones or tablets in hand all the time. NFC (Near Field Communications) is a technology that invites consumers to connect directly with your advertisements, signage, displays, and other printed communications. NFC shortens the distance between inquiry and action. It lets customers spend more time engaging and making purchases through an interactive experience rather than just visiting a static web page.
This presentation was given by Brook Spaulding, Principal of Verivis Consulting, and Mariah Hunt, Owner of Hunt Direct, at NEDMA's 2015 Annual Conference.
Marketers today hear a lot about the promise of Marketing Automation. But much of what they hear focuses on the conceptual aspects of the technology, leaving marketers unsure exactly how it all works within their daily routine. In this session we'll dig down a few layers and highlight 5 specific use cases that clearly demonstrate the ability of Marketing Automation to drive better results.
This presentation was given by Karl Wirth, Marketo's Director of Product Marketing, at NEDMA's 2014 Marketing Technology Summit.
It's a great time to be a marketer. We are finally feeling a positive shift in the work we do, the results we can drive, and the influence we can wield with the help of tools like marketing automation and personalization. But at the same time, many of us are still reliant on dated, disparate, and otherwise discrepant CRM tools & data. In this session, we'll take a look at some of the most common challenges, the most useful solutions, and the most interesting ideas in how you can command results in using your CRM and marketing automation tools together.
This presentation was given by Jeff Russo, HubSpot's Senior Product Marketing Manager of Marketing Automation & Sales Products, at NEDMA's 2014 Marketing Technology Summit.
In response to the marketplace, leading marketing automation vendors are expanding beyond their original goal of providing a front end lead generation platform and beginning to augment their offerings to enable customer-centric, multichannel, personalized marketing across all stages of the Customer Life Cycle.
This session will explore how marketing automation can be used to track and report digital behavior across all channels and across all stages of the customer lifecycle – from attracting to capturing to nurturing to converting and finally to expanding the customer relationship.
This presentation was given by Linda West, Act-On Software's Group Manager of Demand Generation, at NEDMA's 2014 Marketing Technology Summit.
Marketing has more software available to it today than any other business function in the history of computing. For marketers, this is a two-edged sword: an incredible array of capabilities — but a dizzying set of choices. In this session, we'll cover the marketing technology landscape, its underlying structure, and how to acquire a framework for managing your own cohesive marketing technology strategy.
This presentation was given by Scott Brinker, ion interactive's Founder & CTO, at NEDMA's 2014 Marketing Technology Summit.
Learn how direct response marketers are adapting their strategies, growing revenue and beating their competition as their audience moves to mobile. Attendees will hear case studies highlighting best practices for lead generation, click-to-call and mobile commerce, and will learn successful strategies on how to apply direct response techniques in the mobile world.
This presentation was given by Ted McNulty, Millennial Media's Senior Director of Performance Sales, at NEDMA's 2014 Marketing Technology Summit.
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* Why social media is so essential to successful marketing today
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* What types of content fare best across the social media landscape
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
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2. Today’s Speaker Dennis Kelly
@djkelly1
Boingnet CEO
www.boingnet.com
@boingnet
www.boingnet.com/blog
3. What are we doing today?
• What is content marketing and why it represents both an opportunity
to generate and protect organic leads
• Best practices for brands to retain consumers in their funnels
• Sample Case Studies
4. Content Marketing – What is it?
“Content marketing is the strategic marketing approach of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly defined audience
– with the objective of driving profitable customer action.” – Joe Pulizzi – Content Marketing Institute
5. Content Marketing - Common Misconceptions
Content and Inbound – the same thing?
• Inbound Marketing – Getting found
• Outbound Marketing –Targeting likely buyers
• Lead Nurturing – help them throughTHEIR process
• Loyalty & Retention
Content Marketing is online marketing
• Online – web, social
• Mobile – apps, messaging
• Offline – direct mail, print ads, broadcast
6. Content Marketing – Everyone is doing it
• 93% of B2B marketers use
content marketing, a 2%
increase over 2012.
(Source: CMI)
• Website conversion rate is
nearly 6x higher for
content marketing
adopters than non-
adopters (2.9% vs 0.5%).
(Source: Aberdeen)
• 78% of CMOs believe
custom content is the
future of marketing.
(Source: DemandMetric)
7. What’s Changed? Buyers are researching before buying.
• “94% of B2B buyers do some form of online
research”– AcuityGroup (Oct. 2014)
• “44% conducted research from a mobile device”–
AcuityGroup (Oct. 2014)
• “Just 37% of B2B buyers who used supplier websites
to conduct research say this is their most helpful
channel”– Acuity Group (Oct. 2014)
8. GE Capital Bank Consumer Research – Major Purchases
($500 or more)
• 81% Research online before visiting
store
• 80% start research online, at home (up
61% in 2013!)
• Average 79 Days gathering information
• 60 % start the process by visiting a
search engine
9. What are researching buyers seeking?
Fit.They want to find the
right product at the right
price.
Buyers don’t want to waste
time (theirs or yours)
If marketers don’t give
them what they want, they
will go find it.
10. Content Marketing Generates & Nurtures
Leads
Researching buyers want
good content
Buyers will give up
information in exchange
for good content
If your content is engaging,
they’ll listen to more. If
not…
14. Key Takeaways
Content Marketing is exploding
Content Marketing generates & nurtures lead by helping buyers
find the right fit
Marketing Automation gives marketers better tools to efficiently
distribute content in an intelligent way
16. Google Is The Content Gatekeeper
“Google holds a staggering 67.6% of the
U.S. search engine market share”
comScore April 2014
“Google now processes 40,000 search
queries every second on average, over 3.5
billion searches per day and 1.2 trillion
searches per year” Internet Live Statistics
Google has become the free
product & service research tool
for the world.They monopolize
the starting point for buyer
research.
17. Google AdWords – What Google Really Cares about
1.) In 2014, Google officially surpassed
$59 billion in total advertising revenue.
About of their revenue.
2.) Of that $59 billion in ad revenue,
Google reported $14.4 billion in net
income for 2014.
Google doesn’t care about your
content. It wants to use the searches
from your buyers to sell ads to your
competitors.
20. What’s the Best Strategy to Maximize Campaign
Impact?
Ignoring what consumers want to do won’t
work
Defeating Google’s momentum is not
possible
21. Use Marketing Jiu-Jitsu
Use the overwhelming force to your
advantage in 2 ways:
1. Redirect consumers in your
campaigns by giving them what
they want in a “safe space”
2. Link AdWords campaigns to your
campaigns – online and offline
22. 1st Jiu-Jitsu Strategy – Point researchers in the
right direction
1. Develop a landing page/microsite with
quality content buyer want – features,
benefits, pricing, reviews
2. Distribute the URL through ALL OFYOUR
CHANNELS. Web, email, direct mail,
social.
3. Use automation to keep a steady flow of
high quality content to your leads
23. 2nd Jiu-Jitsu Strategy – Buy your own AdWords
real estate
1. Set up a Campaign in Google AdWords
to correspond with your any-channel
campaign
2. Bid on keywords that are related to
your offer (tip – make sure to buy the
brand name!)
3. Link those keywords to variants on the
campaign landing pages that use the
keywords in the URL, the title and copy
24. Landing Pages & Microsites – The “Safe Places”
for brands to help buyers research
A controlled environment that lets
you give consumers what they want
without distraction
Low cost, easy to set up & embed in
online, offline, direct mail & Google
AdWords campaigns
Especially useful for higher priced
products with longer sales cycles
25. No Brainer Best Practice:
Use pURL Landing Pages for Email & Direct Mail Content
Step 1 – set up a pURL for the landing page
to embed in your email and/or direct mail
Step 2 – Set up a landing page that matches
the creative of your email and/or direct mail
Step 3 – Use profile data to personalize the
message AND the landing pages for each
target – keep message match!
26. Your Home Page Isn’t a Landing Page!
▪ Multiple Messages
▪ 7 Calls to Action
• Designed for
navigation, not
designed for
conversion
27. Key Takeaways #2
• Google is the content gatekeeper.You need a strategy to
optimize your activities around it
• Distribute high quality content on landing Pages &
microsites through all of your channels, online and offline
to avoid “Funnel Leaks”
• Set Up Google AdWord to point to your landing pages as a
complement all of your online & offline campaigns. Buy the
real estate that your competitors want
28. Case Study #1 Bose Home Speakers
• 90 Day Risk Free Audition
• Direct Mail & Landing Page
• Google AdWords
29. Case Study – Bose Speaker Direct Mail Offer
Received triple folded letter
from Bose
90 Day Risk Free Offer
Need to unfold for CTA
39. Case Study #3 AIG Advisor Group - Speak
Loud Campaign
• Designed to boost brand awareness among financial advisors and
convince them to join one ofAIG’s 4 broker dealer groups
• Digital Ads, Print Ads, Direct Mail, Email Blasts, Google AdWords,
YouTube,Twitter, OnlineVideo Commercials
• 2 year campaign – Phase 1 dedicated to generating leads, Phase 2
dedicated to nurturing the leads
43. Takeaways, Questions, Thoughts?
• Content Marketing is exploding because
buyers are researching everything before
they buy
• Google represents opportunity and threat to
your campaign – you need a strategy
• Distribute high quality content on landing
Pages & microsites with directed URL’s to
control your environment and protect leads
from Google’s “Siphon”
44. Quick Word on Boingnet
• Rockland, MA SaaS provider of Lightweight Marketing Automation
• Affordable, easy to use, fast to implement
• White LabelVersion forAgencies
• Feature Set:
• Landing Pages
• Microsites
• Email Marketing with Drips/Lead Nurturing
• Direct Mail pURLs
• SMS/Text Messaging
49. Your Direct Mail Google
Strategy?
All of your direct mail targets are
using Google every day
No amount of great creative, CTA,
database targeting can help you
avoid it
Smart mailers bake Google into
their campaign strategy. A good
strategy starts with some
questions:
50. What Makes a Good Landing Page?
Web Page Designed to Convert
Clear & Consistent Headline & Subhead
Single CallTo Action
“Message Match”
51. Use Responsive Design for Mobile
• 20-50% of Landing PageTraffic
Mobile
• Smartphone &Tablets
• 300% higher conversion
53. Use Landing Pages (or microsites). For Everything.
You OwnThem. Facebook,
Google,Twitter, etc. don’t
Easily optimized for SEO &
PPC
Marketing Automation
makes them easy &
affordable
54. Use Landing Pages (or microsites). For Everything.
Cross Channel – online and
offline
For content used for lead
gen through loyalty
Personalization drives
conversion
Editor's Notes
This is me and this is how to get in touch!
I’m the CEO of Boingnet. We’re a lightweight marketing automation platform based in Rockland.
We help small marketing teams and agencies deliver great campaigns across web, email & direct mail channels.
We believe marketing software should be affordable, easy & fast to implement.
Our white label edition is designed for agencies to build their own revenue streams by running campaigns for their clients.
If you’re interested in learning more, stop by our table today or check us out online.
1.) What is Content Marketing & Why is everyone into it?
2.) Why it represents an opportunity to get leads and a threat to lose your leads, all at once.
3.) We’ll see it in action. Look at some real campaigns to see what’s working and what isn’t
What is content marketing?
Joe Pulizzi (Content Marketing Institute – fabulous resource) has six useful definitions of content marketing that could take up the next 20 minutes, but here is a quick version:
In short, instead of always just pitching your products or services, you are delivering information that makes your buyer more intelligent. Make them a better buyer.
Content marketers believe that if they deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
Many people get inbound and content marketing confused. With good reason, they appeared about the same time on the marketing landscape, and they both focus on educating rather than interrupting.
In reality, Inbound is the about the top of the funnel – getting found. Content Marketing includes getting found along with outbound, direct marketing tactics that apply throughout the customer’s journey, including mid funnel and post sale, loyalty and more.
Many folks think content marketing is all online, with e-books, whitepapers, cases studies and the like. This is not the case at all. Content can and should be created to touch buyers through all channels. Marketers have been using print and broadcast channels for decades, content marketing is about using these channels to educate & inform, rather than just sell.
Tons of stats to back up the premise that everyone is generating content to help buyers make educated decisions
My favorite is Google Trends – which shows the explosion of interest over the past 3 years in particular. Relative to Inbound Marketing, which has had a great trajectory, interest in Content Marketing has blown it away.
Show of hands – how many of you are involved in content marketing? How many are heavy into it?
What has caused this? Why has it become so popular? Who has an opinion?
What’s changed? Buyers are conducting research prior to buying anything. They are looking around for information to help them make better decisions. Search Engines and mobile devices - a few keystrokes or finger swipes, they have easy access to everything they need to help make their decision, including:
1.) Price & product comparison information (am I getting a fair price?)
2.) Detailed product or service information such as spec sheets, videos, e-books, whitepapers & case studies
3.) Reviews from professional sources as well as fellow consumers
Not just B2B buyers are researching…
Content Marketing Isn’t Just for B2B –detailed consumer survey information from GE Capital Bank (2013)
3,220 consumers nationwide who made a major purchase of $500 or more
12 segments including: Applicances, Electronics, Flooring, Home Furnishings & Bedding, Home Improvements, Jewelry, Eyewear, Sports Products and Lawn & Garden Equipment.
As you can see, consumers are spending lots of time researching
Higher price point – higher percentage of consumers go online to research decisions.
Products with a price point of $116 generate twice the amount of research as lower priced products.
Think about what that means for things like auto purchases, financial services, non profit donations, college tuitions. Especially college tuitions (says the parent of two college students as of this fall).
So what are all of these buyers looking for in their research?
Buyers are looking for the right fit. They want information to help them figure it out on their own. They don’t want to waste time (in their minds) talking with salespeople before they need to. They don’t want to be hassled with calls, emails and other interruptions while they are in their information gathering stage.
Our jobs as marketers is to give them the information they want in the channels they want to access the information in. Marketers have responded, in force. Hence, the explosion of content marketing.
All this evidence points out how content marketing can help generate leads
Marketers that publish high quality content will generate leads. The key then becomes to capture & organize the leads, keep in touch with them so they grow their interest over the course of their buyers journey
There are some great tools out there that can help you capture & organize the leads, distribute the content and automate the delivery of it
There’s a lot of content that needs to be organized, distributed & targeted to a lot of leads that need to be captured & nurtured.
Marketing automation has really taken off, especially on the B2B front. Large B2B brands with big budgets have lead the way. Given the consumer research we just looked at, Boingnet believes strongly that B2C brands will follow, as the purchasing characteristics of big ticket B2C items is similar to big ticket B2B items.
There are some great tools out there that can help you capture & organize the leads, distribute the content and automate the delivery of it. According to our friend Scott Brinker, there are 1,876 vendors across 43 different categories. That was in January.
Why is this such a strong trend?
MA helps distribute content quickly, on scale, with intelligence
MA gives marketers low cost, easy ways to target leads at each stage of the funnel
MA works at marketing speed, not IT speed
Marketing Automation helps marketers do more, and do more faster. How specifically is it helping?
The bread & butter of marketing automation typically revolves around tools that help marketers develop and publish email and landing pages. They tend be to at the center of just about every activity that marketers are involved in. Some packages help out with creation & distribution of other channels, like direct mail, social & mobile as well. Boingnet started off with pURL technology for direct mail, as we’ve grown we’ve surrounded with lots of other channels & feature.
Personalization & Drip Campaigns – this is where the cutting edge lies today. Better packages make this easy & simple.
CRM & Analytics – Good MA fits into the processes that already exist. Integration can be standard or custom, it shouldn’t be 6 months & tens of thousands of dollars.
In order to research – buyers have figured out that they just need to type or tap on Google and a few words describing their interest. Google has become the default “free” product & service researcher for the world (except in China, interestingly). When it comes to search, and more importantly when it comes to online research, buyers around the world have come to rely on Google to provide them with the information they are looking for in ways that are easy to access & understand. As a near monopoly on the “starting point” activity that just about every consumer is doing, Google has the power to make or break your success.
More & more consumers are hopping online whether they are at home, work or walking around on the street to check things out before buying. This is happening before picking up the phone, or responding to any type of offer from brands. You can reach out to them email, direct mail, social, radio or TV, they catch your interesting headline, offer or Call To Action, and they think “Hey, I think I’ll check this out further, on Google”
As the Content Gatekeeper - What does Google really care about? Their Google AdWords product.
Google is a spectacularly successful business that almost entirely depends upon selling ads to their search users. While they generate headlines for things like self driving cars, Google Glasses and all sorts of other geeky research projects, AdWords is really their business.
After reinventing the online search business in the early 2000’s Google has achieved a dominant status in online advertising. AdWords lets businesses & organizations bid on “keywords” that are associated with searches and place ads that are designed to get consumers to click on them when they express interest in a topic via those keywords.
As you can see, it’s a nice little business that kicked off about $14 billion in profit last year and has a nice little growth rate of 31% annually. We should all have nice little businesses like this.
So what happens when buyers – online, offline, email & mobile, use Google to do a little research after you’ve grabbed them with your clever headline?
Here’s an example of a simple online search for donations to AIDS. Perhaps this user has gotten an email or direct mail piece soliciting a donation, and thought they’d go online to do some research before deciding what to do. Why not? Its free, its comprehensive, its fast & easy to use.
As you might expect, when consumers come to Google to use their free search engine, Google wants to get paid. The way they get paid is through Adwords Campaigns.
Each of the items in the red boxes are ads that Google has strategically placed for maximum impact. The ads are designed to make consumers click to see what content is behind the solicitation.
What happens when your leads go to Google to research?
Your funnel all of a sudden has sprung several leaks!
Google is selling ads to the eyeballs that you’ve driven to them with your campaign. These ads are designed to distract your clients from whatever their original intent was in going online to research. Once your clients click on an ad – you risk losing them to competitors trying to entice people to spend their dollars with them.
In this case, the non profit who sent out the email or direct mail campaign to generate donations for AIDS is having its hard earned leads being “siphoned” by organizations like Unicef, an AIDS orphan organization, Heifer.org, Goodwill, a Find AIDS charities company, an AIDS research organization, and the Elton John Foundation. All great causes. All of them siphoning off interest in your campaign.
We’ve discussed how consumers are increasingly using Google to make research decisions prior to responding to any call to action in any campaign, online or offline.
We’ve discussed how Google is generating billions in profits from their AdWords product that is designed to distract your campaign targets from their original intent in learning more about the offer that you’ve spent your hard earned money putting in front of them in your mail piece.
You can’t pretend this isn’t happening. Great businesses develop strategies to deal with reality.
While Google may eventually be slayed by a new competitor, it probably won’t be one of us here today that does it. Their cash hoard of about $64 billion will ensure they will be a player for some time.
So what’s a marketer supposed to do?
While I’m no martial arts expert, there’s much to be learned from some of the philosophies that have evolved over the years – in this case when an overwhelming force is being applied to a marketplace – an economic battleground of sorts.
We are all marketers – we need to give consumers what they want, while directing them to a “safe” spot (away from Google and your competitors ads) to dig in further and to quench the thirst to use online resources to learn more about the offers you are putting in front of them.
This can be done both in the creative in your campaigns – both online and offline, as well as within Google AdWords campaigns themselves
1st – develop a landing page/microsite strategy for every campaign that gives the buyers what they want: Features, benefits, pricing & reviews. Transparency! Buyers who crave information want transparency.
2nd Develop a simple URL that can be distributed across all channels. All buyers who click on or type in your URL AREN’T going to Google. If you don’t give a URL to go to, expect leads to get siphoned off by AdWords
3rd – gather leads, organize them and give them great content over their life cycle using marketing automation. It’s the only way to be sure EVERY lead is followed up on with great content.
2nd Jiu-Jitsu Strategy – Buy your own AdWords real estate. For every campaign. Or, just let your competitors steal your leads that you’ve just spent time & money generating.
You can’t beat Google, so use it for what it does best.
Set up a Google campaign that works in conjunction with your online or offline campaign
Bid on the right keywords
Link those keywords to variations of the landing page/microsite content. MA can help the creation of lots of variants with optimized keywords for each so it doesn’t have to be a massive undertaking.
Landing Pages and Microsites are the “Safe Space” where marketers control the content, the message and the options for buyers. Good landing pages are opportunities for marketers to give buyers a place to go online where they can learn more, compare & contrast, without being distracted by competitors.
Low cost, easy to set up & embed in online, offline, direct mail & Google AdWords campaigns
Especially useful for higher priced products with longer sales cycles
Personal URLs are a great, low cost and easy way to develop personalized campaigns that keep your targets engaged, and away from Google. Marketing automation platforms make it easy to develop these campaigns, using profile data to personalize both the email/direct mail content as well as the landing page/microsite.
Message match is a massively important concept as you hand buyers off from one channel to the next. By keeping your landing page consistent and embedded, there’s less chance they’ll get distracted from your call to action, they’ll stay engaged instead.
Finally – don’t use your home page as a landing page.
Often, direct mailers & others in the offline marketing world assume that because the brand has a home page, people will just respond to an offer by going to that home page and getting what they need online. This isn’t the case.
The home page is a wonderful portal to many things, and rightly has huge time and effort put into it to ensure it accomplishes its many tasks. What the above example points out is that it just can’t keep up with marketing. Marketing campaigns come and go quickly – they are, by definition, limited time efforts. Home pages really struggle with message match – the ability of a marketing effort (in this case, web page) to line up with the messaging that originated the viewing of the page. Marketers have learned that by building landing pages and microsites with the sole purpose of acknowledging and building upon the messaging that prompted the consumer to act, conversion rates skyrocket.
1. Google is the content gatekeeper. You need a strategy to optimize your activities around it
2. Distribute high quality content on landing Pages & microsites through all of your channels, online and offline to avoid “Funnel Leaks”
3. Set Up Google AdWord to point to your landing pages as a complement all of your online & offline campaigns. Buy the real estate that your competitors want
As Boingnet does a lot of with cross channel, direct mail campaigns, the case studies that I have here all have a direct mail component. The principals apply to any distribution channel.
First up – Bose Speakers
90 Day Risk Free Audition
Direct Mail & Landing Page
Google AdWords
Bose First Fold
Received triple folded letter from Bose
90 Day Risk Free Offer
Need to unfold for CTA
Bose 2nd Fold
Do the fine folks at Bose really think in 2014 that I’m going to find a pen, out a form in tiny spaces, and put something back in the mail as my first option? There’s no mention of anywhere to go on the web to learn more, to fill out this form, or to do anything else. For me, and for many people, this is the point where the paper meets the bottom of my garbage can. But wait…maybe I’ll go online to do some research first
So of course I go to Google – I type in “Best Home Speakers” as my search phrase.
Bose does show up – they set up a Google AdWords campaign to list an ad (as did Crutchfield) for the keyword phrase “Best Home Speakers” – any offer for 90 days risk free?
Unfortunately for Bose, my eyes are immediately drawn to:
The images of the high end speakers that Google decided to present front and center. Non of them are from Bose
2013 Speaker of The Year at OrbAudio.com
Best budget home theater speakers – CNET
Lots of distraction – I’m forgetting about the nice offer that I got for 90 days free – especially since there’s no mention of it anywhere – even on the Bose Google Ads. Assuming that I haven’t gone completely down another path at this point, back to the mailer.
Bose 3rd Fold – Landing Page
Just for kicks, there is more to the Bose mail piece.
If I do unfold all the way, and scan to the bottom of the page – I can find a URL to go to. It is in black & white (to save money), the font is smaller than the 800 number (which is okay, but ultimately a futile exercise).
The landing page Bose designed for this offer is pretty well executed. It has a nice image of the product, I have some options to see different views of the product, to watch a video about it, the price is prominently displayed. It is, however, lacking an important element – the offer that compelled me to research – 90 day free trial, is in tiny print below the “Add To Cart” button. It should be the headline!!
This lack of “message match” can kill an integrated landing page campaign.
Overall – a pretty poor effort from Bose. I got a relatively lackluster piece of mail, I had to really work to find where to go online, and when I got to the landing page I didn’t immediately see the offer that drove me there. As an online research first buyer, I’ve been prompted to spend time researching home speakers, but none of the content that I’m likely to use to research is from Bose.
2nd up Vector Marketing
Vector Summer Job
Direct Mail & Landing Page
Googling – a bit of an issue
My son received this letter offering summer employment. Pretty cool, as not many kids are getting mail offering them jobs. He was immediately interested. As you can see, this appears to be a personal letter from the District Manager. My son is personally addressed, indicating that variable print technology was used in the production. The call to action is clearly stated at the top of the letter in bold type. They want my son to call them. Now.
But, before my son calls anyone (he much prefers to text), he wants to do a little research. Since Vector hasn’t given him any direction, he turns to Vector’s good friends at Google.
As you can see, this isn’t a “safe place” for Vector. The 2nd headline that Google has come up with for “Vector Summer Jobs” is “Don’t get suckered into their scam! VM is a bunch of con-artists!”
Not exactly what the marketers at Vector had in mind when they reached out to Patrick.
After seeing this, there’s no way that my son calls them.
The Vector story is not yet complete. Shortly after receiving the letter from the District Manager, my son received another letter, from the same guy, with the same offer. This time, the marketers at Vector included a personal URL for Pat to go to. PatrickKelly38.VectorApply.com. Nice & simple, easy to type in.
Rather than seeing a page that says “Don’t get suckered into their scam! VM is a bunch of con-artists!”, Pat sees the following:
Here’s a pretty well done page – while spare, speaks to him directly with personalization techniques, gives some benefits from working for Vector, and gives him a very easy call to action – enter the zip code – to begin finding him a job. It also has images of some happy teens about his age.
This is an experience that is “safe” for Vector. The marketers took a little more time to develop a direct mail & landing page integration that gives Pat what he needs, but shields him from the mess that is out on Google.
Case Study #3 AIG Advisor Group - Speak Loud Campaign
Designed to boost brand awareness among financial advisors and convince them to join one of AIG’s 4 broker dealer groups
Digital Ads, Print Ads, Direct Mail, Email Blasts, Google AdWords, YouTube, Twitter, Online Video Commercials
2 year campaign – Phase 1 dedicated to generating leads, Phase 2 dedicated to nurturing the leads
The folks at Jameson Advertising Group nailed this content campaign. The centerpiece is a multi page microsite with deep, high quality content designed to appeal the several very clear buyer segments.
The home page of the microsite that you see here has a URL (https://aigspeakloud.com/) that is easy to remember and is short – a key for direct mail or in a print ad. Above the fold I see links to lots of appropriate content as well as images of financial advisors who have switched – and their stories that I can relate to.
As I scroll down, in the middle panel I get an Infographic with key stats and information about the advisors and the key benefits of joining AIG’s group.
Finally, at the bottom, I get the pitch. I can learn how easy it is to switch to AIG Advisor Group, and I can fill out a form for customized solutions. Putting the form at the bottom of a long page is not considered a best practice. By using a strong automation platform, AIG (or the agency running the campaign for them) can swap out the page quickly for another with a form more easily accessible.
This same automation platform can use the form data to help target personalized email and landing page content offers for the leads that come in.
Taking a quick look at some of the other channels, there are several supporting videos (some used on the microsite, some as video commercials) with a reminder of the URL and the social hashtag.
The print ads back up the exact microsite creative, with the financial advisor stories highlighted and the URL printed clearly. If a financial advisor sees this ad in an industry trade magazine, they are just as likely to type in the easy “Friendly” URL as they are to go to Google.
In addition to directing online & offline traffic to the microsite, explicitly, there’s been a Google AdWord keyword buy for the campaign. By typing “broker dealer firms” in the search bar, there’s an ad for the campaign that appears on the right hand. There’s a ton of competition here, but at least AIG is in the game. By referencing the EXACT campaign slogan (#SpeakLoud), they’ve done a great job remaining consistent across channels – if you’d previously seen a print ad or direct mail piece with this creative, you are more likely to respond to it while searching.
Overall a great job here by AIG and their agency partners at Jameson Advertising
Content Marketing is exploding because buyers are researching everything before they buy
Google represents opportunity and threat to your campaign – you need a strategy
Distribute high quality content on landing Pages & microsites with directed URL’s to control your environment and protect leads from Google’s “Siphon”
I hope you enjoyed the presentation! I’ll be around at the Boingnet table top for the rest of the day if you want to chat.
Yodle Cross Channel Customer Acquisition Campaign
Yodle is a fast growing company that helps over 50,000 small businesses in over 250 industries find and keep customers through website development, local SEO and other online marketing techniques.
With this campaign, we have 3 different messaging strategies, 3 audiences and 2 offers to test. Our focus is on specific small business verticals – two that are more blue collar (HVAC and General Contractors) and one that’s white collar (Real Estate Agents). Across these segments, we’ll be testing different potential audience mindsets:
Hasn’t Been Worth It: Using/used a service, but unhappy
Google Searches: Not using a lead generation service, but just needs a little nudge
48 Hours: Not using a lead generation product and doesn’t know where to start
This page is devoted to the General Contractor segment
Yodle Cross Channel Customer Acquisition Campaign
Yodle is a fast growing company that helps over 50,000 small businesses in over 250 industries find and keep customers through website development, local SEO and other online marketing techniques.
With this campaign, we have 3 different messaging strategies, 3 audiences and 2 offers to test. Our focus is on specific small business verticals – two that are more blue collar (HVAC and General Contractors) and one that’s white collar (Real Estate Agents). Across these segments, we’ll be testing different potential audience mindsets:
Hasn’t Been Worth It: Using/used a service, but unhappy
Google Searches: Not using a lead generation service, but just needs a little nudge
48 Hours: Not using a lead generation product and doesn’t know where to start
This page is devoted to the General Contractor segment
Here’s the same landing page devoted to a different audience (HVAC Contractor) with a different message for testing (Maximize your presence online). The visual content of the page is designed to appeal directly to the audience segment.
So, Google is out there, what is your strategy?
We’ve established that Direct Mail Campaigns Drive your targets online to do research prior to taking action. Many of them will use search. We’ve also established that Google is the dominant player in search.
In formulating a strategy on how to maximize the effectiveness of your campaigns, the next logical questions to ask are:
1.) “What does Google REALLY care about, since everyone uses their free search, there must be more to the story”
2.) “What happens when consumers use Google to do research when I send a direct mail campaign?”
3.) “What happens to my consumers after they use Google to do research?”
Landing pages are web pages designed with a single purpose - conversion! By focusing their intent on exactly their goals, landing pages deliver better results than “normal” web pages.
What do we mean when we say “designed with a single purpose” At the most basic, fundamental level, we mean:
1.) All Content and all Navigation not needed to achieve the conversion is stripped away – images, text, linkes, buttons, etc.
2.) The Headline of the page is clear, simple and to the point. If a sub head is used, it builds upon the headline with simple, clear language describing the product/service or offer.
2.) There is a SINGLE call to action on a landing page. By limiting the choices of actions that a user can take, you are purposely driving them to accomplish the one task you’ve set out to do – CONVERT! That call to action is usually the focal point of the design of the page – the layout, use of “whitespace”, the coloring choices should all be driving the eyes to focus on the Call To Action (CTA for jargon). The CTA will often be expressed in a button that requires the user to click. This button needs to be designed carefully, with color, size, font & word choice being thought through to attract the eye and convince the user to take the desired action.
3.) The primary messaging of a good landing page will match that of the messaging that DROVE THE USER TO THE PAGE. It doesn’t matter if the user got to the page via a Google search, an email message or an offline advertisement. The messaging needs to be consistent or you will lose a high % of your potential targets when they arrive at the page. We call this “message match” & we’ll dig in on this shortly.
As everyone knows, mobile usage is on a massive growth curve
Smartphone & Tablets are being used more & more for all purposes
When landing pages are designed for mobile – they convert mobile traffic at a much higher rate than non mobile. Think about your own experiences, if you have to zoom, scroll around, pinch and do a lot of extra work, you are much more likely to click out & keep moving
Research backs up the obvious. Many more people convert on pages that are optimized for the device being used.
Build Once – run anywhere
One set of code
Automatically resizes for desktop, tablet & smartphone
What is Google doing to your campaigns?
While H. Ross Perot famously described the “giant sucking sound” of jobs leaving America because of NAFTA in 1992, I think a better image for the effect of Google AdWords on your campaign is that of a siphon.
Google is selling ads to the eyeballs that you’ve driven to them with your campaign. These ads are designed to distract your clients from whatever their original intent was in going online to research. Once your clients click on an ad – you risk losing them to competitors trying to entice people to spend their dollars with them.
In this case, the non profit who sent out the email or direct mail campaign to generate donations for AIDS is having its hard earned leads being “siphoned” by organizations like Unicef, an AIDS orphan organization, Heifer.org, Goodwill, a Find AIDS charities company, an AIDS research organization, and the Elton John Foundation. All great causes. All of them siphoning off interest in your campaign.