Anne Leuman

Anne Leuman

How to Use Customer Service as a Marketing Opportunity With Shep Hyken

Anne Leuman on Mar 25th, 2019     Online Marketing, Social Media Marketing World

“Fine is the F-bomb of customer service.” @hyken Click To Tweet

What an opening.

The customer experience is all the rage right now. We’ve all heard the statistic that it is expected to surpass price and product as the No. 1 brand differentiator by 2020.

But what if we told you that you’re overlooking one of the most important parts of the customer experience?

While you’ve been focusing on your website’s UX or email nurture campaign, you’ve forgotten about your customer service and the impression that leaves on your customer relationships. As the master of customer service and experience, Shep Hyken had some advice on customer service management to share at last week’s Social Media Marketing World. Hear what he had to say below:

Anne Leuman

Chris Brogan’s Guide to Building a Fast Blogging Framework

Anne Leuman on Mar 22nd, 2019     Blogging Strategy, Social Media Marketing World

Chris Brogan at Social Media Marketing World 2019

Blogging is a part of our origin story here at TopRank Marketing. In fact, we just celebrated the TopRank Marketing Blog’s 15th birthday this past December. But despite our blogging longevity, we’re always refining and optimizing, too.

That’s why I attended Chris Brogan’s session on creating a fast blogging framework at Social Media Marketing World 2019. While there, I learned this bestselling author’s approach to writing blog content (and had a few laughs along the way).

Be Fast

The key to Chris’ framework? The word “fast.”

Being fast matters to Chris, informing the audience that “the average human only read 19 minutes a day. That includes texts, emails, and BuzzFeed articles. They’re not going to read your 2,000-word missive.”

Anne Leuman

Dropping Digital Distractions With Brian Solis

Brian Solis at Social Media Marketing World 2019

Photos. Texts. Emails. Video. Digital is a pivotal part of our daily lives.

So what if we stopped using it?

Brian Solis, the author of Lifescale: How to live a more creative, productive and happy life, wants us to think hard about our digital distractions and drop them from our habitual behavior. As digital marketers, this notion sounds antithetical to our mission. But Brian promises that disconnecting is beneficial to marketers as well.

Below, I share Brian’s thoughts on digital distraction and business from his session at Social Media Marketing World 2019.

Focus Is Elusive

“My ability to be creative, to dive deep, to focus, to give myself time away from my device, was not only difficult but impossible,” Brian said.

Anne Leuman

Why Marketers Need to Care About Blockchain With Joel Comm and Travis Wright

Anne Leuman on Mar 21st, 2019     Digital Marketing, Social Media Marketing World

Everyone has that one family member that invested in Bitcoin (or another cryptocurrency) – without knowing anything about it.

For my family, that person was my brother.

Before he invested in Bitcoin, he probably should have come with me to Joel Comm and Travis Wright’s Social Media Marketing World session on blockchain and cryptocurrency. That way he would understand the real value and potential of this new technology, instead of just blindly jumping on a hot investment trend.

One thing’s for sure after hearing from Joel and Travis – blockchain and cryptocurrency will revolutionize much of the world today, including marketing. Read on to learn why that is.

The World Is Ripe for Disruption

“Everything changes, nothing stays the same,” Joel said, using examples of disruption to prove his statement.

Anne Leuman

Augmented Reality: How to Leverage AR in Marketing With Cathy Hackl

Anne Leuman on Mar 21st, 2019     Digital Marketing, Social Media Marketing World

What do you think of when you think of augmented reality?

If you’re anything like me, you first thought of Snapchat filters, Pokemon Go, or the useful measuring tape app you have on your phone.

Augmented reality (AR) and applying it to marketing campaigns is still a little bit of a mystery. It’s not as popular as other tactics, but it’s attractive because it creates more immersive experiences for customers. As a marketer, it’s something I need to learn a bit more about.

Because of this, Cathy Hackl’s session at Social Media Marketing World 2019 immediately caught my eye. As an AR technology thought leader and futurist, Cathy was able to give insight into how marketers can weave augmented reality into the marketing mix. Below, I share the top takeaways from her session.

Anne Leuman

Social Media Marketing World 2019: What to Do & Who to See

Social Media Marketing World 2019

The average person has 5.54 social media accounts and spends an average of 116 minutes on social media each day. But social media is changing – especially for marketers.

From data and privacy concerns to new product launches like live video and 3D photos, the social media marketing landscape is in constant flux. And you need to quickly adopt and adapt if you want to effectively raise brand awareness and engage audiences over social.

That’s why you can find us at Social Media Marketing World in San Diego this week. We’re excited to hear where the social media industry is headed, how they’ll adapt to potential data regulations, and expert advice on how to account for these changes in our social media marketing strategies.

Anne Leuman

Lovestruck: Why We’ve Fallen in Love with B2B Content Marketing

Anne Leuman     B2B Marketing, Content Marketing

Falling in Love with B2B Content Marketing

Once upon a time, in a land of rainbows, butterflies, and evil content overload, a gripping love story is unfolding.

But this love affair isn’t what you’d expect — it’s no “Romeo and Juliet” or “Sleepless in Seattle.”

Rather, it’s an unlikely courtship with a bond sealed by three little words: Business-to-Business.

That’s right. We’ve said. The secret’s out. For the last decade, we’ve been head-over-heels in love with B2B content marketing.

We know what you’re thinking. B2B can’t hold a candle to B2C. B2B is boring. B2B lacks sex appeal. But you don’t know B2B like we do—she’s a knockout and a showstopper.

via GIPHY

What’s so darn attractive about B2B content marketing? Let us remind you of all there is to fall in love with.

Anne Leuman

Embracing Interactive Content: 19 Statistics Every B2B Marketer Needs to Know

Interactive Content Statistics You Need to Know

Modern B2B content marketing evolved out of the opportunity to provide buyers with the information they seek at every stage of their customer journey. But in an increasingly crowded content landscape and as consumer preferences and technology evolve, it’s no longer enough to just inform buyers.

Today and beyond, to connect on an intellectual and emotional level with their audience, B2B marketers need to provide engaging content experiences. And that’s precisely where interactive content can play a massive, highly-effective role.

Not sold on the potential of interactive content for B2B? Let’s look at some of the research and commentary from several sources, including:

  1. Buzzsumo
  2. Content Marketing Institute and Ion Interactive
  3. Inc.
  4. SnapApp
  5. Demand Metric
  6. Cisco
Anne Leuman

5 Marvelous B2B Content Marketing Lessons From Mrs. Maisel

Anne Leuman     B2B Marketing, Content Marketing

WARNING: This post contains spoilers for Season 1 of “The Marvelous Mrs. Maisel.” If you haven’t seen Season 1, please do so immediately. Oh, and read at your own risk.

The year is 1958. You’ve been an amazing wife. You’ve dedicated your entire life’s purpose to your husband—only to find out he’s leaving you for his secretary.

That is the situation that Miriam “Midge” Maisel finds herself in as the first season of Amazon Prime’s “The Marvelous Mrs. Maisel” kicks off.

via GIPHY

However, her reaction is not what you’d expect from a “traditional” 1950’s housewife. While outside forces are pushing her to reconcile with her husband, Midge is firm in putting her own happiness first for once in her life. It’s this decision that leads her to a career (gasp!) in stand-up comedy.

Anne Leuman

Take 2019 By Storm: Get Inspired By These 11 Content Marketing Quotes

Anne Leuman     Content Marketing

Inspiring Content Marketing Quotes

Another year. Another strategy. Another budget. Another long to-do list.

Ushering in the new year is both an exciting and grueling time for content marketers everywhere. We’re celebrating accomplishments from the previous year. We’re taking stock of misses and opportunities. We’re working to weave in emerging content trends into next year’s plan. And we’re setting goals.

But just like New Year’s resolutions, it can be hard to stick to the plan and tick off all of the things you want to accomplish. After all, the year is long and plans change often in today’s evolving digital landscape.

To help you take on 2019 and muster up the motivation and inspiration to achieve your goals, we gathered several inspiring (and perhaps reassuring) quotes from respected and seasoned marketing leaders. From content strategy to execution, they’ll help you find success in the New Year.

Anne Leuman

7 Efficiency-Boosting Martech Tools & Platform Features B2B Marketers Need to Consider

Anne Leuman     B2B Marketing, Content Marketing

Back in 2011, roughly 150 marketing technology solutions were on the market. Today, the growth of this sector and it’s options are staggering. In fact, according to Scott Brinker, the mastermind behind the Chief Marketing Technologist Blog, the martech landscape has grown an impressive 27% in 2018 to include nearly 7,000 solutions.

Of course, B2B  are rejoicing at the increased number of solutions at their disposal. Many have been steadily adding new tools and solutions to their martech stacks as the need arises to help streamline operations, automate the mundane, quickly gain new insights, track campaigns, and generate greater results.

In other words, these tools offer big efficiency gains, giving you the time, insights, or resources to make better marketing decisions.

Anne Leuman

The Key to SEO & Content Marketing Success: Understanding Search Intent

Tips for Understanding Search Intent

From changes in how people search thanks to technological innovations such as voice assistants, to changes in how search engine algorithms identify searcher needs, smart SEO is now rooted in understanding and matching the intent behind search queries.

When we marketers understand search intent, we can create new content and/or optimize existing content to be more tailored to their audience’s specific needs, problems, and questions—helping gain SERP visibility in the increasingly crowded content landscape, and attract more qualified traffic and build trust with those visitors (who will hopefully feel like you “get” them and their needs).

At TopRank Marketing, we call this SEO and content strategy striving to be the best answer for your audiences—wherever and whenever they’re searching. But where do you start?