Archives for August 2015

How to Avoid Marketing Automation Disaster: 6 Essential Pre-Planning Steps

Marketing-Automation-Strategy

As sales cycles increase and buyers become more informed, marketing automation is on the tip of the tongue of almost every marketer you talk to today. In fact, research has found that 79% of top-performing companies have been using marketing automation for more than 2 years.

Over the past five years, I’ve consulted with clients as marketing automation conversations evolved from “what’s that” to “someday” through to the vendor selection, planning, implementation and measurement of a system. Interestingly, 78% of successful marketers cite marketing automation systems as most responsible for improving revenue contribution, but getting from the “someday” to the “planning” can be daunting.

Where to Find Useful Signal in the Noise of Content and Digital Marketing Events

content marketing signalIn the Digital Marketing and PR world, success requires a continuous effort to stay sharp and on top of what’s working and what is not. Information overload from social media has brought an exponential increase in noise, causing many marketing and PO pros to “overdose” on digital content or shut it out altogether.

I like to think that we’ve done our best to provide you with a nice, clear signal here on TopRank’s Online Marketing Blog and at industry events.

Speaking of events, we’re providing several options for a clear digital marketing and PR signal across 11 different conferences over the next few months. Topics include:

  • Digital & Integrated Marketing
  • Personal Branding With Content & Social Media
  • B2B Content Marketing & Blogging
  • Participation & Influencer Marketing
  • Modular Content Planning & Repurposing

4 Digital Marketing Investments All Companies Should Be Making Now

DIGITAL-MARKETING-INVESTMENTS

It’s safe to say that not one company is sitting around scratching their head saying “I have all of this marketing budget to spare, what can I spend it on?”. Budgets are tight, and marketing budgets are often the first to feel the pain of cuts.

Traditional marketing tactics often come at a high price, and it can be difficult to track return. Alternatively, the vast array of digital marketing tactics evolve frequently and can quickly become overwhelming.

Each year, companies are investing more and more in digital marketing. In fact, Econsultancy found that 77% of marketers were planning on increasing digital marketing budgets in 2015. But the question on many marketers’ minds is: Where exactly should these digital marketing funds be invested?

Study: Content Marketing Inefficiencies Cost BtoB Companies Nearly $1 Billion

Content Marketing InefficiencyHow Efficient is Your Content Marketing? That’s the question Sharon Goldman asks in the August issue of BMA Buzz that Robert Rose and I did our best to answer. The article was inspired by a new study that finds content marketing waste and redundancy cost business to business companies nearly a billion dollars a year.

Not only are companies challenged to create a variety of engaging content on a consistent basis with clear ROI, but the making of the content is wasteful as well.

Whether you’ve made progress towards increasing the effectiveness of your content for marketing or not, I think there are some important choices to be made when it comes to marketing organization, leadership and strategy. Here’s the full article:

Online Marketing News: Victoria’s Secret Is Social, Live From Facebook, Twitter Bulks Up

SEO Mistakes To Avoid

SEO Tactics You Must Stop Right Away [INFOGRAPHIC] – It’s hard out there for content. The top 3 search results on Google get 61% of clicks. And 75% of Google users don’t ever look at second page of search results. So what are some of the most common mistakes that people make when they are trying to get good SEO? This infographic is a great primer. Social Media Today

Connect with Public Figures Through Live On Facebook – We’re excited to introduce a new way for you to connect and interact with your favorite public figures on Facebook — through live video. Facebook

YouTube to Provide More Up-To-Date View Counts, No More 301+ Views – YouTube announced on Twitter today that its about to provide more timely video view counts, which means the infamous “301+ views” will become a thing of the past. Search Engine Journal

5 Elements of a Successful Email Based Lead Nurturing Program

email lead nurturing

Today more than ever, sales needs marketing’s help. Busy customers are making traditional sales methods less and less effective. Sales metrics that once had sales teams fist pumping around the office in success, are making for discouraged sales teams.

In fact, B2B sales prospects often go through 57% of the sales process before even talking to a sales team. The modern buyer educates themselves by reading blogs, downloading white papers and signing up to receive more information.

That means that the chances of catching them on the phone is highly unlikely. According to a past study from MarketingSherpa, 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.

4 Signs That You Belong at a Digital Marketing Agency

digital marketing agency career

Think back to when you were a child, teenager or young adult. When someone asked you “What do you want to be?”, how did you respond? Scientist, superhero, actor or rockstar may come to mind for many of you.

When I was younger, I always knew that I wanted to do something creative. As a child I drove my parents crazy coming up with new ways to create art, often out of things that weren’t art supplies. It didn’t matter if I was sewing clothes for my dolls or painting a “masterpiece”, I loved art.

The Mortified Marketer: 8 Lessons To Help Evolve Your Content Marketing Strategy

The Mortified Content Marketer

Blogging, Day 1
Dear Diary,
Today I wrote my first blog post. Everyone is going to love it! I am going to blog every day.

Blogging, Day 10
Dear Diary,
I can’t think of anything to write. I’ve published one post, and the only person that read it was my mom.

The format above may sound familiar if you’ve ever heard the Mortified podcast (if you haven’t tuned in, you’re really missing out). In this podcast, adults get on stage and read passages from their journals, plays or fan fiction, all penned when they were children or teenagers.

Their understanding of how the world works (and their place in it) has vastly evolved from the time they wrote these entries, to the time they read them on stage.

4 Ways to Build Content Marketing Authority with SlideShare

SlideShare Content Marketing

Managing different types of content and where they fit into an integrated marketing mix across customer segments and stages of the buying cycle can be overwhelming. Amongst all the content that brands, publishers and consumers create, only the most authoritative sources are able to capture consumers’ attention.

Why is authority important in content marketing? Authority engenders trust, confidence and can motivate people to take necessary next steps.

Becoming authoritative in an age of information overload requires more than simply creating additional content. It requires content that attracts relevant audiences and engages readers to take action. Creating content authority also requires strategy, process and the right tools.