Posts Tagged ‘marketing’

Build Your Business On Solid Ground With A Steady Marketing Campaign

Every website has the potential to be a business. It does not matter whether it is selling anything because an excellent web page can simply sell information to the consumer. You can then attract advertisers and in months your website is a business. You can understand then why there are so many unheard of businesses online. They have not used any marketing techniques to get their site seen and so it becomes a dead space on the internet. No one sees it and businesses lose huge amounts of profit because they do not have an online profile. You do not want your business to end up this way, so you need to be promoting it online from the beginning.

1) Use SEO

SEO is the centre of your marketing campaign. It is how you get people to view your website in the first place. You can do it yourself by learning about search engine optimization online, or you can hire a company to set your business up with SEO. First, you need to understand what it is. We can simplify it by saying that SEO is how you get your site to the top of a search results page. Once your site is at the top, consumers will click on it when looking for products or services that your company is selling. After this occurs, you will see a huge increase in profit. By visiting brandnative.com, you can learn more about this service and what it could do for your business.

2) PPC

Pay by click marketing is quite similar to SEO because it is another way of getting your company seen and noticed online. There are some companies that offer this possibility because it is not a service that you can set up yourself. A company, typically a search engine company like Google, is paid to get your site seen more online. How much you pay will depend on how successful the strategy is for your company. That means that if it doesn’t work at all, you will not have to pay a dime.

3) Website Redesign

Of course, PPC and SEO are only useful if once you get a viewer to your site they turn into customers. The only way this happens is if you have an attractive, easy to navigate, website. It should be colourful and stylish while maintaining a certain level of professionalism. You do not even for a moment, want potential customers to get the idea that your company site is not the real deal. You can ensure this never happens by getting it designed by experts. A good web design company will know exactly what a customer wants to see and experience when they visit a business website. They know how to make you a trusted company.

4) Get Your Company Out There

Our last tip is to do some of the work yourself. You should be active on social media, regularly Tweeting and updating your business Facebook accounts. If you do not do this, your customers will lose interest in your business online, and it will reduce your internet profile. You need to stay active and to keep pushing your marketing further to generate more interest and in turn, bigger profits.

Best Online Reputation Management Services

We know that different businesses and individuals have distinct reputation management needs. Our staff researched and reviewed dozens of reputation management services, and came up with the ones we think are best for both businesses and individuals. Here is a roundup of our best picks and an explanation of how we chose them.

Reputation.com offers reputation management services for both businesses and individuals, but it was the company’s wide range of business services that impressed us. With tailored solutions for various industries, including automotive and health care, along with two different service packages to choose from based on your needs, Reputation.com had an option for every business. We also liked the company’s review kiosk system, through which business owners are given a tablet to use to collect reviews from their customers in person. In addition, we were highly impressed by the company’s great customer service. Go here for a full review of Reputation.com’s reputation management services.

Like Reputation.com, BrandYourself offers services for both individuals and businesses, but its unique approach to personal reputation management is what pushed the company to the top of our list. Its “do-it-yourself” options allow individuals to take care of their online reputations themselves, but the company also offers options for clients who need more help managing their reputation on their own, or for those who’d prefer experts handle it for them. Its prices are low compared to those of many other reputation management services, and the company even offers a free subscription. What really impressed us was how up front the company is about what it does, and how easy it is to use the DIY tool. Go here for a full review of BrandYourself’s reputation management services.

To select the best reputation management services for businesses and individuals, we started by listing more than 40 of the vendors we found online, including those that were reviewed by other websites. From there, we eliminated vendors that didn’t specialize in comprehensive reputation management — many companies focused solely on SEO, social media, online reviews or public relations, rather than a combination of them all.

After narrowing down the list to only the vendors that specialize in comprehensive services, we looked for companies that detailed exactly what they do and how their services work, and most importantly, whether they specialized in reputation management services for businesses, individuals or both. We were able to narrow down the list to six candidates for our best picks: BrandYourself.com, Reputation911, Reputation Communications, Reputation X, Reputation.com, and WebiMax.

We then analyzed each service based on the following factors:

  • Transparency: This included how much information we could gather about the company from its website, how up front it was about its reputation management process and what tactics it uses (avoiding questionable black-hat tactics was key).
  • Cost: This factor was based not only on whether the packages offered were reasonable compared to other services, but also if the companies were up front about their pricing information on their websites.
  • Focus on reputation management: Many top companies offer several other services, but we wanted companies that focused solely on reputation management.
  • Types of services offered (individual vs. businesses, or both)
  • Extra services or unique features offered
  • Customer service (both online and over the phone)
  • Reviews and complaints from websites like Ripoff Report and the Better Business Bureau

Here is a full list of reputation management services and a summary of what each company claims to offer. This alphabetical list also includes our best picks.

1SEO.com — 1SEO.com offers clients a comprehensive reputation management campaign that includes an analysis of your online reputation before your campaign begins and a complete assessment once it’s completed. Along with its reputation management services, 1SEO.com offers a wealth of online marketing and SEO services, including SEO consulting and copywriting, social media marketing, Web design and development, infographic services and more. 1seo.com

*BrandYourself — Our pick for the best reputation management service for individuals, BrandYourself has a unique model that gives clients the ability to manage their reputation online on their own, with some guidance from the company’s experts, as well as other subscriptions at reasonable prices that give clients varying degrees of control over the service. BrandYourself also offers reputation management for businesses. brandyourself.com. To read our full review of BrandYourself go here.

Digital Firefly Marketing — Digital Firefly’s reputation management services include extensive analysis and evaluation of your online reputation, 24/7 news monitoring, negative review monitoring, SEO, and defaced-content removal. The company also offers other SEO services, social media marketing, content marketing and Web services (including design, development and hosting). digitalfireflymarketing.com

GreyBox Creative — GreyBox Creative boasts reputation management services that are “built from the ground up and are completely customized according to your company’s needs.” Its services include constant monitoring of search-engine algorithms and trends, and will help you use positive content to suppress your negative search results. GreyBox Creative also offers other services, including Web design, logo design, social media marketing and more. greyboxcreative.com

Igniyte – Igniyte is a specialist reputation management company working with high net worth individuals and brands to help them with defamation and libel issues online, customer service through social media, managing online reviews and challenging and removing content from Google. Working with legal teams and with extensive digital marketing experience; the team utilizes PR and content marketing to help individuals and brands have a positive presence online. Igniyte.com

LocalEdge — LocalEdge’s reputation management services come in two packages: standard and advanced. Both offerings include features like review monitoring, email alerts, social mention monitoring and more. LocalEdge also offers other services, including Web design, search engine marketing and email/text marketing. internetmarketing.localedge.com

Netmark — Netmark’s reputation management services allow you to set up brand alerts, promote positive reviews and content to bury negative content, and more. Plus, you can get a free quote on the company’s website. Netmark’s other services include enterprise SEO, pay-per-click management, website development and social media marketing. netmark.com

Outspoken Media — Outspoken Media offers reputation management services that include strategy development and software recommendations so that you can find the right tools to help you manage your online reputation. The company also offers several other SEO and Internet marketing services. outspokenmedia.com

Repumatic.com – Repumatic says it offers full scale, DIY Reputation Management Software, free reputation monitoring, and transparent concierge services that are under $200 per month. The company also offers combination reputation management and SEO services for brands and tips for do it yourselfers to help them regain their positive reputation online.  he company’s software can be used to instantly launch and manage up to 50 positive branding sites as well as the ability to remotely post to social media and WordPress domains. Repumatic.com

Reputation911 — Reputation911 offers reputation management services for both individuals and businesses. It specializes in the removal (when possible) and suppression of negative content. Other features include online brand monitoring and reporting, creation of optimized online profiles and more. reputation911.com

Reputation Communications — Reputation Communications offers services for businesses and individuals, and uses a five-step process that includes protecting your brand from being appropriated or misused by others, addressing incorrect or biased information, deleting your private information from people search databases, ensuring online photos support your professional image, and increasing your brand’s prominence online. reputation-communications.com

Reputation Management Consultants — This company’s reputation management services focus on content creation to help push your negative search results down. Services include social media and professional profile creation, promotion and creation of press releases and syndicated articles, and more. reputationmanagementconsultants.com

Reputation Management Kings — Reputation Management Kings’ services include engaging on social networks, communicative blogging sites, media sharing sites, business profiles and networks, and more. The company focuses on SEO and positive content creation. reputationmanagementkings.com

Reputation Management LLC — Reputation Management LLC’s process includes analysis of your online reputation, strategic planning, requesting removal of defamatory content that can legally be removed and creating positive commentary to push down negative content, and monitoring the Web for any new posts. reputationmanagementllc.com

Reputation Managers — Reputation Managers’ online reputation management services include analyzing the first 10 pages of your search results, promoting positive content, and building online profiles and other content on the Web. reputationmanagers.com

Reputation Rhino — Reputation Rhino covers both businesses and individuals, and specializes in SEO and social media marketing. Its online reputation management services include content development, profile optimization, review management and more. reputationrhino.com

Reputation X — The runner-up for our best pick for businesses, Reputation X offers comprehensive solutions for removal and suppression of negative search results, as well as protection and monitoring of your online reputation. The company offers varying levels of service depending on your needs, all in different price ranges. reputationx.com

*Reputation.com — Reputation.com was our pick for the best business reputation management service. The company offers comprehensive reputation management services for both protecting your brand from attacks and dealing with a reputation crisis, and although it covers any type of business, its has tailored solutions for various business industries, too. The company offers services for individuals as well. reputation.com  To read our full review of Reputation.com go here.

SEO Image — SEO Image has reputation management services for both businesses and individuals, and interested clients can get a free quote and analysis on the company’s website. SEO Image also offers design services, pay-per-click management and social media services. try.seoimage.com

SEO Valley — SEO Valley’s reputation management services cover both businesses and individuals, and include proactively monitoring your online presence, reducing the presence of negative information and promoting positive content. Other services offered by SEO Valley include website development, SEO and social media marketing. seovalley.com

SEO Inc. — SEO Inc. uses SEO techniques, social media plans and content development to help improve and build your brand’s online reputation. The company also offers Web development services, pay-per-click management, social media marketing, mobile optimization services and more. seoinc.com

SEOP — SEOP’s reputation management techniques include the creation of microsites, social media assets, press releases, syndicated articles and more. In addition to reputation management, the company offers a wealth of digital marketing and Web services, ranging from public relations to affiliate marketing. seop.com

Submitedge SEO — Submitedge SEO offers reputation management services that help push down negative results from the first page of Google using the creation of microsites, blogs, RSS feeds and more. The company also offers several other content writing and SEO services. submitedgeseo.com

VJG Interactive — VJG Interactive’s reputation management services include crisis management and prevention, and brand promotion. The company’s other services include Web development, mobile app development and more. vjginteractive.com

WebiMax — WebiMax’s reputation management services include crisis response, brand preservation and strategic PR. WebiMax also offers several other services, including Web design, social media marketing and email marketing. webimax.com

WebpageFX — WebpageFX is an Internet marketing company that offers services in SEO, social media, design and more. Its reputation management services cover businesses and individuals, and include comprehensive tracking of online commentary about your brand and promotion of positive content. webpagefx.com

– See more at: http://www.businessnewsdaily.com/7901-best-reputation-management-services.html

The Content Marketer’s Toolkit: 35 Tools You Can’t Blog Without

Don’t you wish there was an easier way to blog? From coming up with ideas to writing and promoting, there is a lot that goes into content marketing.

So, how can you facilitate the whole process?

You can use a number of tools that can help you generate ideas, make the writing process easier, and even market your content for you.

Here are 35 of them:

Tools for content discovery

Before you can start writing, you need to come up with ideas, ideally ones that will be popular.

  1. Quick Sprout – if you put in a competitor URL on the home page of Quick Sprout and then click on the “social media” tab, you will see a breakdown of the most popular content your competitor has written. This should help you generate some ideas.
  2. Buzzsumo – type in a word or a phrase, and Buzzsumo will show you the most popular posts around the web that contain that phrase.
  3. Portent – if you are struggling to come up with a cool idea or title, just type in a keyword on Portent, and it will generate catchy titles for you.
  4. Quora – this is a great place to look if you need some inspiration. People ask questions in every industry, and Quora will help you spot the hot ones.
  5. Google Trends – the last thing you want to do is blog on a topic that isn’t popular. Google Trends will point you in the right direction as it shows search volume for different keywords and phrases.
  6. Alltop – not every blog is worth following. Alltop ranks and organizes the top blogs around the web so you can see what others are writing about.
  7. Twitter – most people use Twitter for distribution, but I also use it to see what’s trending.
  8. Pulse – LinkedIn created a product that is like an RSS feed. It allows you to subscribe to specific topics and interests so that you know what is being discussed.
  9. Evernote – as a blogger, you’ll eventually have more ideas than time. With Evernote, you can keep track of all your ideas.
  10. Trello – the more organized you are, the smoother the content marketing process will be. Trello is a great place to organize all of your ideas.

Once you have figured out what to blog on, the next step is for you to start writing.

Tools for writing

If you use the tools below, you’ll find that not only will you write better but you’ll also be able to create content faster.

  1. Google Docs – instead of blogging in WordPress, consider writing your content first in Google Docs. It will help you spot grammar and spelling issues, plus you can collaborate with others when you need help.
  2. Wunderlist – if you want to write list-based posts, check out Wunderlist. It makes it easy for you to create lists on everything.
  3. Meme Generator – who said creating funny images is hard? With a few mouse clicks and keyboard strokes, you can start generating memes in minutes on Meme Generator.
  4. Visual.ly – infographics don’t have to be expensive. Visual.ly will help you create your own.
  5. Infogr.am – graphs and pie charts don’t have to be ugly anymore. You can now create pretty ones that generate social shares.
  6. Skitch – from screen captures to quick photo edits, Skitch is a simple photo editing tool. It may not have as many features as Photoshop, but it is much easier to use.
  7. Uberflip – sometimes you’ll want to create ebooks or PDFs on your blog. Uberflip is a simple tool that will allow you to do so, plus it gives you stats that show you how popular your content is.
  8. TinyMCE – if you prefer blogging within WordPress, this tool will ensure you are using correct grammar and spelling.
  9. Text Broker – ideally, you should be writing your own content, but if you don’t have the time, Text Broker can take care of the writing process for you.
  10. Problogger Job Board – similarly to finding help on Text Broker, you can find freelance writers on Problogger.
  11. Shareist – from capturing content around the web to embedding links and videos, Shareist helps with the whole content marketing cycle. It’s a platform made for small and medium businesses.
  12. Kapost – if you want a tool that does everything, Kapost is worth checking out. It’s worth using if you need help with scheduling and writing, but it can do much more than that.
  13. Editorial calendar – once you get the hang of blogging, you’ll want to use a content calendar to organize publishing of your posts. This will help you spot holes and figure out how often and when you should be blogging.

Now that you’ve nailed down the writing process, it’s time to focus on distribution.

Tools for distribution

Promoting your content doesn’t have to be hard. There are a lot of tools you can use to help you out.

  1. Yoast – search engines are a great source of traffic. Yoast will optimize your blog for you so that you can maximize your rankings.
  2. Buffer – pushing out your content to all of the social sites can be a pain. But with Buffer, you can do so with just one click.
  3. Click to tweet – by making quotes and phrases within your content tweetable, you will get more social traffic. When I tested this out on Quick Sprout, I was able to generate 26% more tweets.
  4. Tweroid – your followers may not be online when you are tweeting. Tweroid will help you determine the optimal twitting time to get the most exposure.
  5. Slideshare – why not turn your content into a presentation? Submitting your content to Slideshare in a presentation format is a great way to get extra traffic and more branding.
  6. Outbrain – if you want to generate more traffic, Outbrain is a good source for cheap traffic. For a few cents a click, you can get more people reading your blog.
  7. Flare – social sharing buttons don’t have to be ugly. Flare lets you take control of the way your sharing buttons look, plus it tells you the number of clicks they get.
  8. GetResponse – email is the best way to generate traffic to your blog. Through GetResponse, you can start collecting emails on your blog and then do an email blast to your list every time you publish a new piece of content.
  9. Google Webmaster Tools – if you want to know where you rank in the search engine results, this is the only tool you need. You can then take the keywords that rank on page one, build some links to them, and increase your rankings.
  10. LinkedIn Groups – one of the simplest ways to get more traffic is to submit your content to LinkedIn groups. Join groups that have over 100,000 members and are in spaces related to yours. Submit your content, and watch your social traffic grow.
  11. Audience Bloom – these guys have an internal tool that helps companies get guest posts. They only charge you when their tool helps you land a guest post from relevant sites. It’s a great way to increase your referral traffic and gain new readers to your blog.
  12. Google Blog Search – through Google’s blog search, you can find relevant blogs within your industry. Once you find a handful of blogs, read their content, and start commenting, providing great information. This will help drive people back to your blog, which will increase your readership.

Conclusion

Content marketing isn’t rocket science. The tools I mentioned above will make it easier for you to generate ideas, write articles, and promote your content.

I’ve tested all of them, and they’ve helped me with the whole content marketing process. Best of all, they help me save hours each week, which allows me to either focus on other marketing initiatives or write more content.

So, what other content marketing tools do you feel are worth using?

Content Marketing Tools: The Ultimate List

Demand for businesses to provide their readers with the best content available is on the rise and 76 percent of marketers increased their content marketing budget in 2015. Because of this, the content marketing tools universe has expanded.

I have attempted to put together a map of content marketing tools available to online marketers.  My hope is that this will help guide you through the many content marketing technologies and tools alike to the right one that fits your needs.

This Ultimate Content Marketing Tools List has been updated as of July 30, 2015 to include over fifty new tools and several new categories including advocate marketing, event marketing and Content Marketing Platforms.

Click to enlarge the graphic and zoom in.

Why am I doing this
There has been a major growth of content marketing tools available to content marketers.  While many of these tools have existed for years prior to the advent of content marketing and would normally be deemed as simply internet marketing tools, many of them are rechristening themselves as content marketing tools.

Yet many of these tools are quite different from each other and serve vastly different purposes within content marketing.  Some technologies may help create content, some may help distribute your content, yet others may help you simply measure the effectiveness of your content marketing.  Based on attending dozens of content marketing conferences over the years, I have seen most marketers, and even analysts, not know where to start or how to make sense of the universe of content marketing tools.

Hasn’t this been done before?
A few dedicated folks have attempted to put together comprehensive collections of content marketing tools.  But I have found each of these attempts to have fallen short in one regard or another.  Some have been limiting in the amount of tools they covered, while others have been comprehensive but have not grouped the tools together in an intuitive manner.

Regardless here’s a list of honorable mentions of people and organizations who have done this in the past:

  • Everything PR.  In January of 2013, Everything PR put together a list of 100 Content Marketing tools.  While it’s one of the most comprehensive lists, I have seen, it doesn’t strictly list “tools” in the sense of technologies. Many of the entries are resource sites and blogs such as the Content Rules Blog or events such as Content Marketing World 2013.  While such resources can be helpful for marketers, they are not strictly tools.  The list also makes no attempt to organize and group together tools.
  • Eloqua. In December of 2012, Eloqua published an infographic called the Social Business Shift.   While it’s a nice graphic, it doesn’t strictly focus on content marketing and instead focuses on tools with a social component such as Kiva and Kickstarter for crowd funding or Taleo for talent sourcing.
  • Altimeter. In April of 2013, Rebecca Lieb of Altimeter started a list of 15 content marketing vendors.  We were flattered to have Curata included in the initial list. More recently, Altimeter has published a content marketing vendor landscape that includes over 100 tools. However, this list does not include some of the broader categories we have included here.
  • Content Amp. Also in April of 2013, Content Amp, a UK based content marketing agency created an impressive and visually appealing infographic with a wide variety of content marketing tools with an attempt at groupings as well.  While this is perhaps the best map of the content marketing vendor set I have seen, it is still lacking in the number of vendors covered and the categories.  For example, it missed content curation tools entirely and has a confusing category called Curated Content & Forums that including technologies such as the commenting system Disqus, which have no relevance to curated content.  The infographic is not strictly restricted to “tools” and has a category for content marketing agencies (which also includes Content Amp).

Disclaimer
I have been piecing together this graphic for several months now, but it’s hard to keep up with the rapidly evolving space of content marketing tools.  Here are a few disclaimers and areas where things could be better.

  • It’s not comprehensive. For every tool you see in the map, there is a long tail many other tools that are similar or performs parts of functions of the tool included in the graphic.  I have tried to include the tools that I feel stand out the most of their categories. For a further breakdown of some of these categories, see the following lists:
  • It’s not as clear cut as it seems. There are many tools that fall into multiple categories, but I have placed them in the category that represents them the best.  For example, Marketing AI measures analytics for your content, then helps you better optimize your content.  In this case, should Marketing AI fall into Analytics or Optimization tools group? In this case, I placed them in the Analytics group.  However, Parse.ly is a relatively similar tools, which I decided to place into the Optimization category.

It’s not complete. I am sure there are entire categories missing here. I hope you will recommend and suggest additions to this map.

Website Analytics 

Webtrends – This digital marketing company offers tools for measuring and optimizing digital campaigns. Webtrends offers analytic intelligence including customer intelligence and behavioral segmentation, targeting and  scoring, and more.

Mixpanel – Instead of measuring pageviews, this analytics tool measures actions such as searches or shares to gain greater insights into user behavior.

Woopra – Using real-time stats that can be broken down to an individual-level view, Woopra helps brands tracks visitors across multiple devices and build comprehensive timelines for every user.

Kissmetrics – This ecommerce customer intelligence tool person-centric data in real time and ties anonymous activity to known activity once a visitor becomes a customer.

Google Analytics – Google’s web analytics tool allows companies to customize reports, measure the impact of social media and mobile on website traffic, and measure conversion rates.

Docalytics – Cloud-based platform that allows departments across a company to view documents, review analytics and track leads.

Simplereach – By collecting real-time data, this tool helps track the impact of digital content and allows users to gain insight into what direction they should take their created content strategy.

Parse.ly – This predictive analytics tool empowers publishers to track the performance of authors or topics, capitalize on web trends, promote in-demand content, and tap into the potential of recommended topics.

Trial Fire – This visual editor for analytics helps marketers circumvent coding their website in order to put tracking on different pages.

Social Media Analytics 

Curalate – This tool uses data to allow users to discover which images in Pinterest and Instagram are most engaging for their audiences.

Social Bakers – View metrics and statistics for Facebook, Twitter, Google Plus, YouTube and LinkedIn.

Visible – This social intelligence solution lets users monitor, analyze and engage with topics across social media platforms.

CrowdBooster – Track your company’s social media engagement with information about interactions, follower growth and more.

Nuvi- Nuvi provides real-time data visualizations that portray social chatter in a way that is easy to understand and show to others.

Trendspottr – This tool uses real-time data to identify trending information across social media platforms before these topics become popular.

TrackMaven – This tool gathers together information on your competitors from across all social media channels into one platform.

Simply Measured – This tool helps users analyze social media posts across nine different platforms by creating comprehensive reports, such as a competitor comparison analysis.

Crimson Hexagon – Use Crimson Hexagon to measure the impact of past social media campaigns and improve future campaigns by backing up changes with data.

Rival IQ – This analysis tool helps optimize content promotion by reporting on past and competitor performance.

Zuum – Get insights into competitor content on social media with this tool that identifies viral content and popular influencers.

SumAll – This tool measures your social channels, websites and eCommerce to provide you with a complete look at the success of all online initiatives.

IBM Social Analytics – Analyze and predict customer behavior with this tool from IBM, which also allows you to create custom social media campaigns.

Web Analytics

Quantcast – Users will receive audience insight through geographic and demographic data, in addition to information about interests and related website activity.

Alexa – This web traffic tool provides traffic data and global rankings for commercial websites.

Compete – Gain insight into the competition by examining what websites and keywords others are using to drive traffic online, compiling lists of the top websites based on a variety of metrics, and tracking online market share by industry.

Funnel Analytics

Full Circle CRM– A marketing performance management tool that gives Salesforce users insight into their overall marketing impact.

Squeeze CMM – Measure the ROI of content with this tool that generates reports and tracks audience activity and interests.

Insight Squared – An all in one analytics software for sales, finance, marketing and support data.

Bright Funnel – B2B Platform that allows CMOs to attribute, forecast, and benchmark their demand generation efforts

SEO Analytics

Raven Tools– Report on all marketing campaigns using metrics that pertain to SEO, PPC and social media.

SEM Rush – This tool gives users the ability to track keywords across both paid and organic search campaigns.

moz – This platform enables users to monitor social media, manage SEO campaigns, and more.

BrightEdge – Measure and improve the SEO of your site with this content performance tool.

MarketMuse – Allow MarketMuse to crawl your site and identify gaps in content, find prominent keywords and determine how your site stacks up against competitors.

gShift – Gauge your company’s web presence with this analysis tool, then use these insights to improve the discoverability of your brand on search and social.

SerpStat – This software conducts in-depth competitive analysis based on SEO performance through domain lookup.

Marketing Automation

Pardot – This lead management tool lets marketers and salespeople move prospects through the sales funnel by creating automated targeted messaging that based on prospects’ activity.

Genius – Sales and marketing people can collaborate using this online-sales lead tracking software system to send personalized campaigns, see who’s visiting the website or opening emails, and assess prospect interest for follow up.

Marketo – This marketing automation tool integrates email, social media, offline events, content, and more, helping sales and marketing teams prioritize prospects based on demographic and behavioral criteria, measure performance of marketing campaigns, and more.

Eloqua – The flexible campaign editor offers a whiteboard-like canvas where users can drag and drop elements such as email, segments, actions, and more to create smart marketing campaigns.

Act-on – This cloud-based platform helps marketers organize campaigns, integrate marketing into sales and support systems, and measure results.

Silverpop – Using this digital marketing platform that unifies marketing automation, email, social media, and mobile, marketers can carry conversations across multiple devices and measure return on relationships.

HubSpot – Marketers use this integrated inbound marketing system to create personalizable landing pages, emails, web pages, and more, plus tap into HupSpot’s vast knowledge base around content marketing best practices.

Bislr – With this marketing automation tool, users can draw collaborative automated campaigns on a whiteboard, listen to prospect behavior and create database prospects through social media hashtags and keywords.

AutoPilot – Multi-channel marketing automation software for email, SMS and direct mail.

Route – This tool serves as a marketing and sales automation system to convert leads into customers.

Right On Interactive – This lifecycle marketing automation software uses a Customer Lifecycle Map™ to help their users visualize where their prospects and customers are in their lifecycle/journey with the organization.

Personalization

Monetate – Turn real-time into relevant digital experiences by taking a snapshot of every visitor, creating multivariate tests and rules-based product recommendations, and more.

Demandbase – Create targeted, relevant conversations with buyers at every stage, personalize the web experience, segment and analyze companies and more using this B2B marketing tool.

40 Nuggets – Harness marketing automation strategies, audience-analytics, and predictive intelligence to personally engage with and tailor content to each customer.

Resonance – This tool retargets content for your audience, and keeps your messaging in front of them, by tracking what your site visitors are viewing and making them aware of more relevant content.

Idio – Improve content marketing strategy by examining specific customer interests and increasing the engagement of content.

Email Marketing Tools

Constant Contact – Design professional-looking emails, grow and manage your email list, and track results. In addition to email, Constant Contact offers tools for social campaigns, online surveys, and more.

iContact – Create HTML emails and signup forms, send campaigns to customers inboxes, track email campaigns, and more. iContact also offers social social media marketing tools.

Campaign Monitor – Customize your email template, send campaigns, conduct A/B testing, integrate with your blog, and more.

Vertical Response – This free tools enables companies to send emails and newsletters that are responsive on all platforms.

RapidMail – RapidMail is an email newsletter software that also delivers statistics and insights needed to grow a subscriber base.

Sales Panda – This tool help to create better marketing collateral, improve SEO and share relevant content on social media to build your sales pipeline.

GetResponse – GetResponse is an email marketing software that assists in the design and distribution of content for better consumer engagement.

Emma – This email marketing software offers several different editions, customized for businesses, agencies, non-profits and universities.

MailChimp – Use this email marketing software to create a subscriber base, automate and personalize emails.

Sales Enablement 

Seismic – This tool helps users make sure all of their content is up to date and relevant to create polished presentations and forecasts.

Savo – Savo benchmarks users’ sales enablement process against the industry they’re in and has a set of integrated sales enablement tools to accompany an organization’s existing process.

Docurated – This tool helps to create presentations with repurposed content and surfaces users’ most relevant content to be included.

Postwire – This solution helps marketers post, edit and share various types of content on their page and manage relevant content for their sales teams in one spot.

Qvidian – These sales enablement solutions help businesses reduce the sales team onboarding time and allow these teams to collaborate more efficiently.

Jive Software – This software allows teams across a company to collaborate in one workspace to get collateral out the door quickly, stay organized and better enable sales.

SalesFusion – Use SalesFusion to align marketing and sales with lead scoring, marketing automation and much more. This tool that was created specifically for mid-sized B2B companies.

Social Media Management & Listening

Sprinklr – Large global companies use this social media management system to engage with customers, connect with CRM systems, build custom widgets, publish and manage content, and more.

Tweetdeck – Track brand mentions and hashtags, manage multiple Twitter accounts, schedule Tweets, and more all in a single Twitter platform.

Hootsuite – Manage multiple social media accounts, analyze social media traffic, track brand mentions, collaborate with other team members, and schedule messages and tweets through this social media management tool.

Buffer – Add articles, photos, and video, and this social media tool will automatically post the content on your social media accounts throughout the day.

Topsy Pro – This tool allows users to track tweets over the last several years, discovering popular topics, trends and experts.

Sprout Social– This management tool lets multiple users schedule, publish and analyze social media posts across several platforms.

Social Bro – Follow trends on Twitter and capitalize upon them with this fully functioning twitter listening and publishing tool.

Salesforce Marketing Cloud – Find and analyze what’s being said about your brand, along with your competitors, with this monitoring tool to find out what customers want, what content is working and how to keep up with the conversation.

Social Mention – Social search engine that searches for and analyzes real-time aggregated content across 100+ social media platforms.

Bottlenose – Users are able to track what’s trending in their industry and get warnings about breaking news stories using advanced topic discovery and NLP (Natural Language Processing).

Spredfast – This tool creates company-wide social media collaboration & monitoring and configures social analysis reports.

Meltwater Buzz – This social media marketing SaaS combines monitoring & analytics with engagement to give users a complete lifecycle approach to social media community management.

Marketwired Resonate – With this platform, users are connected to their industry marketplace in real time through social media and traditional distribution.

CisionPoint – PR software that helps users reach their audiences and manage campaigns across traditional, digital and social media.

Mr. Social – Schedule and manage social media updates across several platforms with this tool that also suggests posts for your target audience.

Mentia – This tool helps you find relevant content and schedule social media updates to earn a better ROI.

MavSocial – Free social media platform for managing distribution.

Post Planner – This tool makes it easy for marketers to find & post content to social media consistently, while getting predictable and measurable results.

ReachPod – This platform helps to monitor and manage web presence and social media accounts

Social Media

Twitter – With over half a billion registered users, Twitter lets users post messages of up to 140 characters, share photos and videos, create custom lists, send direct messages, and more.

Facebook – This social media platform has over a billion users and lets users connect with friends, share links, photos, videos, and events, join groups, and more.

Pinterest – Pinterest users share and tag images and videos on customizable boards, follow brands and individuals, “repin” images, and more. Pinterest has nearly 50 million users.

LinkedIn – A business-focused online network that includes features such as sharing links, adding connections, joining groups, writing recommendations, searching for connections by company, industry, skills, and more.

Google+ – Google’s social network that allows users to set up hangouts using video chat, create “circles” of people for organizing contacts and targeting messaging, and more.

Offerpop – Offerpop is a social media platform for businesses to recruit, engage and convert customers.

For a deeper dive into content promotion tools, consult our ultimate list.

Blogging & CMS

Percussion – This streamlined CMS offers editable templates, shared assets, versioning, automatic link management, drag and drop editing, and more, enabling content producers to simplify their content editing and publishing process.

Tumblr – Known for its community of content creators and curators and its capabilities for sharing multimedia content, this microblogging platform hosts over 100 million blogs.

WordPress – This popular CMS and blogging software lets users create custom themes, add plugins, publish content, moderate comments, and more.

Livejournal – With over 63 million journals and communities, Livejournal offers a free, open-source platform for blogging and sharing content.

Drupal – This open-source CMS powers millions of websites and applications. Add-on modules and designs let companies or individuals tailor a site to their needs.

ScribbleLive – This tool combines content planning and publishing tools to allow marketers to create robust content hubs and websites.

Contentful – Content Management platform helping editors and developers oversee and serve content into mobile and web applications.

Content MX – Platform to help define and implement a content strategy across blogs, social media and email newsletters

Distribution/Syndication Tools

Brightcove –  This provider of cloud content services offers an online video platform for adding custom video players to websites, social media profiles, and mobile destinations.

PR Newswire – Distribute news releases to a global media database of more than 700,000 journalists and blogger contacts, monitor traditional and social media, and engage in real time with journalists, bloggers, and other influencers.

SlideShare – Upload and share slide presentations, gain insight into who’s viewing your presentations, collect business leads, and more.

Cadence9 – This unified solution for managing content marketing lets marketers plan content using an editorial calendar, assign tasks to team members, manage content creation and publishing workflow, and more.

Papershare – Cloud-based promotional tool for content marketers that distributes to multiple channels and alerts marketing and sales teams when content is published. Leads are also integrated into salesforce and marketing automation softwares.

PixxFly – Automate the distribution and syndication of all your content with this outbound marketing automation solution.

Influencer Marketing Tools

Traackr – Manage influencer relationships with this tool, which lets users discover influencers, nurture relationships and then demonstrate the impact of these relationships.

Little Bird – With this social monitoring tool, users can create lists of peer-validation ranked influencers across social platforms on various topics to stay on top of the conversation in their industry.

Onalytica – Onalytica provides influencer marketing software and supporting services to help users identify industry influencers and improve relationships with these influencers.

BuzzSumo – This content performance analysis tool can be used to identify the influencers who are creating popular, newsworthy content.

Klout – Klout scores social media users’ influence on a 100-point scale and takes into account platforms such as Facebook, Twitter, Instagram, WordPress and LinkedIn.

Appinions – This software analyzes and reports on industry topics, influencers, and social channels so users can best decide what topic to write about, which influencers to target, and where to distribute content.

Exposely – Exposely pairs brands with influencers who are willing to sell advertising space on their social channels and other owned platforms.

Tap Influence – This marketplace makes it easy for brands to identify and communicate with social media influencers and collaborate on content creation.

Kred – Users can identify social media influencers with Kred, which measures influence based on Twitter and Facebook output.

Advocate Marketing Tools

GaggleAMP – Amplify social media efforts with this tool that allows you to create “gaggles” of people who can share company social media updates to their followers.

SocialChorus – Create brand ambassadors out of employees, customers and partners with this tool that allows for the amplification of social media posts.

Amplifinity – This tool creates advocacy programs across several mediums such as email, direct mail and social media.

EveryoneSocial – Allow employees and customers to build their own social profiles while simultaneously sharing your company’s created and curated content.

SoAmpli – Encourage employees to become brand advocates with this tool that helps you feed content to employees and reward them accordingly.

Influitive – Create an army of advocates with this tool that fosters a community of customers to share your content across various platforms.

SociaLook – Increase content traffic and conversion rates by sending messages through employees’ social media presence.

Paid Promotion Tools

ContentGain – This widget places links to third-party content on other websites to boost distribution. The original content publisher shares ad revenue with the website sharing the content.

Disqus – This discussion platform helps bloggers and website publisher engage readers through the comment section.

OneSpot – This tool automatically turns owned or earned content into optimized ads, distributes the content across OneSpot’s ad inventory, retargets users, and monitors results.

Gravity – Using algorithms based on users’ reading and sharing history, Gravity enables websites to deliver personalized recommendations.

Limk – Content distribution and discovery platform that helps websites grow traffic while reaching highly engaged audiences.

Outbrain.com – This content discovery tool recommends your content to readers of other premium publishers, offering a personalized reader experience and exposing your content to engaged readers.

Vocus – This tools scans for prospects looking for companies like yours, suggests relevant social conversations and distributes your press for traffic and search.

Taboola – This promotional tool takes your content and places it on publishing websites, targeting it towards your selected audience.

nRelate – This platform helps content developers and publishers find an easier path to their target audience and grow their reader-base from their sites or elsewhere on the web.

Content Blvd – Connect with brands and publishers to create relevant and rewarding product placements.

Vibrant Media – This native advertising tool places content directly within other editorial content and all triggers are user-initiated.

issuu– Publish content such as magazines, catalogs, eBooks and more on this free platform.

Shareaholic – Implement sharing buttons and advertise content with this all-in-one content amplification platform.

Cooperatize – Promote sponsored content with this tool that connects brands with the most popular bloggers and publishers across the internet.

For a deeper dive into content promotion tools, consult our ultimate list.

Zemanta – This plug-in creates connections between bloggers, content creators, and publishers that publish content on similar topics.

Webinar Tools

ReadyTalk – This online conferencing tool offers a single interface for web, audio, and video conferencing, as well as the ability to record and share webinars and integrate with mobile conferencing.

Webex – Using Cisco’s webinar products, users can host or attend meetings using HD video, share files, and more.

BrightTalk – Run interactive live webinars with features including real-time polls, downloads, question and answer, and more.

GoToMeeting – This online meeting platform allows users to host unlimited meetings with up to 25 attendees and is supported for Mac, PC, iPhone, iPad, and Android.

iMeet – A cloud-based video conferencing platform that allows up to 15 users to talk via webcams.

Event Marketing Tools

CVENT – Offers software solutions to event planners for online event registration, venue selection, event management, mobile apps for events, email marketing and web surveys.

Double Dutch –  Mobile event applications, with a unique focus on capturing and surfacing data from live events.

Certain – This tool was designed specifically for marketers and other professionals to easily organize, manage and produce live events.

EventPro – This tool can be used for all of your event scheduling needs, from booking rooms to catering and beverages.

eTouhes – This tool will help your whole team collaborate and manage the event planning process from end to end.

Eventbrite – Use this tool to set up events, control ticket prices and communicate with attendees.

Digital Asset Management

Widen – Create, manage, distribute and preserve content with this digital asset management system.

WebDAM – This tool gives enterprise customers the ability to store, organize, find, retrieve and share digital files.

Canto – Canto simplifies the management of all digital assets within a company, creating smarter workflow processes and organization opportunities.

Razuna– This tool stores, shares, secures and indexes digital files and then makes them available in a search tool.

Adobe Experience Manager – Companies can create, manage, and optimize digital customer experiences across a number of channels including web, mobile apps and sites, as well as social communities.

IntelligenceBank – IntelligenceBank offers four different asset management apps based on your business size and specific needs, providing features such as file storage and risk and compliance.

Media Valet – Access and manage your assets from virtually anywhere with this cloud computing software.

Content Audit Tools

Content Insight – Develop a content inventory with this auditing tool that provides you with a summary all existing content.

Blaze Content

Sources for Content Creation

Scripted – Subcontract writing projects to an online writing team through this online platform, which also offers copyediting and the ability to request pitches from writers.

Textbroker – Assign writing projects including SEO and website localization through this online platform.

Skyword – This content production system allows companies to optimize manage and pay writers, use an SEO scorecard to optimize content, and more.

Brafton – Using its in-house search engine optimization and social media marketing expertise, this online news and content agency creates news content, videos, infographics, and other items for businesses.

Zerys – This project management tool and content marketplace allows businesses to locate professional freelance writers, assign and review content, export or auto-publish content, and more.

Pulse Point – Technology platform that combines programmatic targeting, distribution and optimization with content marketing.

DOZ – This tool sources, qualifies and selects the best local marketing professionals to execute marketing tasks

Contently – Find and collaborate with high-quality freelance writers, manage payments and assignments, and more using this online platform for content marketing.

Copify – Platform that helps users looking to outsource content creation. Marketers can find qualified copywriters by providing details such as topic and format.

For a deeper dive into content writing services, consult our ultimate list.

Concept and functions of marketing

Many people often think that marketing is only related to the promotion or advertising a business, but the fact is that the promotion and advertising are just two of the many aspects covered by the marketing.

Overall, marketing (also known as marketing or marketing) is the set of activities that allow a company to find a market to target and serve you in the best way possible.

Examples of these activities are seeking business opportunities, analysis of consumers, competitive analysis, product design, product promotion and distribution of products.

So when you are looking for business opportunities, analyzing consumers and competition, and designing, promoting and distributing products, it can be said that it is “applying marketing”.

But this explanation has not yet become clear what the marketing, the best way we can understand their concept is through knowledge of its main functions.

Let’s look at what are the main functions of marketing, in other words, what are the main features of the area, department or persons responsible for marketing in a company are:

Search for business opportunities

The first function of marketing is to find, identify and analyze business opportunities that may exist in the market.

This search for business opportunities is through a market research to identify and analyze needs, problems, desires, changes and trends in the market. For example:

  • the need to save energy could mean the opportunity to develop products which address this need.
  • the problem of the lack of security could mean the opportunity to offer services to help deal with the problem.
  • the desire to wear unique, original and innovative clothing could mean the opportunity to start a clothing business meets that desire.
  • changes in consumer preferences for healthy foods could mean the opportunity to start a business healthy food.
  • the trend of increasing numbers of elderly persons could mean the opportunity to create a business dedicated to these people.

People often think that the only business opportunities include opportunities to start a new business; however, they also occur when there is already a going concern; for example, when given opportunities to create a new product venture into a new market, or go for a new line of business.

Consumer analysis

The second function of marketing is to analyze consumers , which involves analyzing your needs, tastes, preferences, desires, habits, purchasing behavior (where to buy, when to buy, how often they buy, why they buy), customs and attitudes.

The consumer analysis allows a company to know them better and, thereby, to design strategies that allow you to meet your needs, tastes, preferences and desires, or taking into account its other characteristics. For example, you can:

  • identify new needs or desires in them and, thereby, to design new products to be responsible for such needs or desires.
  • detect changes in their tastes and preferences and, thus, to adapt existing products to such changes.
  • detect trends in their purchasing behavior and thus to select sales channels based on these trends.

Note that this function analysis of consumers permanently and does not always through extensive market research, but also, for example, by observing their behavior at points of sales, talk to them, or make small surveys.

Competitive Analysis

The following function of marketing is to analyze the competition , which involves analyzing your location, target audience, sales volume, market share, market experience, skills, resources, key strategies, competitive advantages, strengths and weaknesses.

The competitive analysis allows a company to know her better and, thereby, to design strategies that allow you to properly compete with it. For example, you can:

  • know their main strengths and, thereby, to focus on other aspects that could compete better with it.
  • know their main weaknesses and, thereby, to take advantage of these (for example, if you discover that production costs are high, you may choose to reduce their prices).
  • learn about the strategies you are giving better results and thus be able to take them as a reference for developing their own.

Like the consumer analysis, analysis of competition is also constantly performs and not always through extensive market research, but also, for example, by visiting their local, buy your products, or converse with their former workers.

Design of marketing strategies

This function is to formulate, evaluate and select marketing strategies that meet the needs, tastes, preferences and desires of consumers or to take into account its other characteristics, and that adequately compete with the competition.

For a better analysis, marketing strategies are usually classified into strategies for the four elements of the marketing mix (product, price, distribution and promotion):

  • strategies for product : include, for example, add new features or attributes to the product, launch a new product line, or offer complementary services such as home delivery service.
  • strategies for Price : include, for example, lowering prices to boost sales, increase prices in order to increase the sense of quality in the product, or offer discounts for volume purchases.
  • distribution strategies : include, for example, working with intermediaries to increase product coverage, opening new outlets, distributors or acquire new vehicles.
  • promotion strategies : include, for example, offering sales promotions such as offering to carry two products for the price of one, Internet advertising, or enable tasting stalls.

Note that in addition to the analysis of consumers and competition analysis, when designing marketing strategies are also taken into account the capabilities and resources (human, financial, technological, etc.) resources are there in the company .

Implementation, monitoring and evaluation strategies

Finally, the function implementation is to implement marketing strategies, for which the necessary steps for implementation are set first, using the resources allocated, the deadlines are determined and calculated the budget required.

And then the tasks necessary for the implementation are organized, resources are distributed, are named controllers and the activities are coordinated, and the implementation of strategies directed.

The control function is to ensure that strategies are being implemented correctly according to the steps provided for and within the agreed deadlines, and that the staff responsible for the implementation is performing well both individually and in groups.

And the evaluation function is to check that the results match the expected results, for otherwise the corrective measures or, in any case, are designed and implemented new marketing strategies are taken.

How To Do Market Segmentation

Market segmentation is to segment or divide the total market that exists for a homogeneous product in different submarkets composed of consumers with similar characteristics, and then select from all the resulting sub-markets, the market or markets more attractive to venture.

The reason to segment the market today is that the total market that exists for a product is so wide and varied that it is not profitable to adapt a product for every type of consumer who formed, but it is reasonable to identify types of consumers with similar characteristics, and focus only on one of these.

Focusing on a segmented but attractive market and direct our products or services only to it, allows us to specialize in it and thus achieve greater efficiency because, for example, we can better understand the needs and consumer preferences that shape it, and to care for the best possible way.

Let’s look at what are the steps to perform market segmentation, along with a simple example that will help us gain a better understanding:

1. Segment the total market

The first step is to identify the total market that exists for our product and segment or divide it into different homogeneous submarkets composed of consumers with similar features.

To do this segmentation we use different variables; for example, we can segment or divide markets by:

  • location (country, region, city).
  • age group (children, adolescents, adults).
  • gender (men and women).
  • socioeconomic level (Level A, Level B, C level).
  • income (monthly income range).
  • degree of (primary, secondary, university) education.
  • social status (high, medium, low).
  • lifestyle (activities, interests, hobbies).

Example: for a business engaged in the manufacture and sale of clothing we decided to segment the market into men and women, ages 0-15, 15-35 and 35-60 years and monthly income of 0-500, 500 1500, and 1500 to $ 3000.

2. Select the target market

Once you have segmented the total market that exists for our product, the next step is to select among all resulting submarkets, the most suitable or attractive to venture, given our resources, capacity, expertise and experience; but considering also that is sufficiently broad and has sufficient financial capacity.

The submarket chosen would become in our target market, target market, niche or target audience; market to which we will direct and upon which we design our marketing strategies.

Example: once we have segmented the market we decided that the submarket which will direct our clothing and, therefore, our target market, will consist of women 15 to 35 years with monthly incomes of 500 to $ 1,500.

3. Define the consumer profile

Once we have selected our target market, to make a better analysis, we define the consumer profile that conforms; ie, we describe what are its main characteristics, based mainly on the variables that have previously been used to segment the market.

The definition of the consumer that makes up our target market might include where it is, what is your age range, what their socioeconomic status, what their preferences are, what their habits profile, what their habits, what their interests, etc.

Example: Once you have selected our target market and we have analyzed, we determined that the consumer profile that shape it is striking women seeking models for garment that will provide, pay for it usually average 30 dollars, usually acquire primarily in shopping centers, and often have as main pastime surf the Internet.

4. Develop marketing strategies

Once you have clearly defined the consumer profile that makes up our target market, based on that profile, we design the marketing strategies that we will use to assist you.

The design of marketing strategies could include designing products that seek to meet their tastes and preferences, pricing commensurate with their economic capacity, choosing sales channels that are accessible, selecting advertising media available to them scope, copy-writing messages that cause impact, etc.

Example: Once you have defined the consumer profile that makes up our target market, striking design models for our garments, we put a price of $ 30, we sell primarily in shopping centers, and we promoted mainly through Internet.

5. Select new markets

When starting a business it is advisable to target small but attractive markets, but as we increase our sales and experience, can choose to turn to broader markets.

So the final step is to make new segmentation’s and select new markets to which venture that allow us to launch new products, create new brands, establishing new sales channels, open new stores and perform other actions that allow us to grow as a company.

Example: once we have grown as a company and gained sufficient experience, and we have established in the market of women, we also decided to enter the market of men and, therefore, launch a new line of clothing for men.

Top 10 Recommendations to Revitalize Your B2B Marketing

 

We are coming up to the last holiday weekend of a wonderful summer. The countdown for back-to-school has begun. Corporate team leaders can’t wait to get their teams back in full strength. Managers are gearing up for strategy meetings to make the last quarter of the year count. Let’s just say it’s “get serious, get back to work” time for the majority of us.

For B2B marketers, this is a good time to review what has worked in this year so far and what needs to change before the year is over. The State of Marketing* report offers valuable insights from over 5,000 global marketers. Let’s examine the top 10 recommendations to cover 3 key areas of marketing. ”The Customer Journey, Mobile and Social.

The Customer Journey

86% of senior level marketers surveyed in the report stress the critical importance of tracking and understanding the customer journey in order to implement an effective marketing strategy. How will you achieve this?

Here are 3 useful recommendations:

  1. Look beyond buyer personas and lifecycle marketing: In our enthusiasm to plan lead generation campaigns based on proper segmentation, we tend to sometimes get carried away with marketing to buyer personas. In the ideal world, every buyer would perfectly fit at least one persona we have thought of. With the increasing demand for personalization, however, B2B marketers need to focus more on the individual behaviours of different buyers instead of planning for broad patterns across different categories.
  2. Trace the customer journey beyond email: Email marketing has stood the test of time as an effective lead generation and nurturing methodology. The limitation of this method when it comes to viewing the customer journey is that email communication is linear and follows a set pattern. You can only trace the customer’s interaction with your brand along that one path of receiving, opening and acting upon email stimulus. In an integrated marketing approach, we need to look beyond email to examine multiple channels, including social, where our customers are spending time. The last thing you want to do is upset a customer by responding officiously to their email while ignoring their much more emotional communication on a social media platform.
  3. Make customer journey mapping a team exercise: You can’t possibly sit in the board room and try to map the full customer journey. There are multiple touchpoints and various people within your organization that can offer keen insights into how your customers react and interact at every stage of the customer journey. A regular brainstorm with your team is a great way to stay updated on what your customers are thinking, feeling, doing, and wanting you to do! Discover the gaps in your marketing strategy where customer experience has suffered, and focus on making improvements rather than trying to sweep those instances away under the carpet.

Mobile

This year is considered the “last call” for joining the mobile marketing train. Experts say it is a is now or never situation because a majority of the corporate workforce now functions as “phablet” users or users with smartphones that have tablet-like screens and features. Here are 4 critical steps you need to take with regard to mobile marketing:

  1. Define your mobile marketing strategy: You will see from your customer journey mapping exercise recommended above that one of the most important and frequent customer touchpoints is facilitated via mobile. In the absence of a clear strategy to optimize customer experience at every mobile-enabled interaction, you are losing a huge opportunity to make an impact on the dominant majority of your buyer population.
  2. Use an integrated approach to manage mobile campaigns: It’s no longer enough to have a mobile campaign once in a while. That is like spike marketing, you may get a sudden peak in lead generation but it won’t last. If your customers are on the go and using their mobile devices 24/7, what choice do you have really? Think about it! Mobile campaigns must become a part of your integrated marketing plan, communicating brand messaging consistent with all other channels and media you are using.
  3. Take advantage of location-based mobile content marketing: 67% of global marketers, according to this report are already doing this. If your business is just starting out to test the waters, a location-based mobile marketing campaign is a better way to test and learn before you spread out nationally or globally. Relevant content served up at the right time, in the right place to your mobile buyers will drive traffic to your target location faster, better, easier. It doesn’t necessarily have to be promotion or offer based either. Remember that the customer journey is more than 70% independent research for the vast majority. If your mobile content fits right in and adds value, you will be more successful in helping the buyer complete that last 30% of the decision making process in your favour.
  4. Monitor mobile analytics to devise loyalty programs: This report shows that more than in-store and web-based loyalty programs, mobile loyalty campaigns have an 86% effectiveness rating. That is huge! When planning your loyalty program, take into account the data from your mobile analytics and incentivize loyalty for your mobile buyers.

Social

While social has become an everyday, all the time phenomenon, it is far from easy. With all the automation available, there is still no silver bullet. Here are 8 Techniques that Work for B2B Social Media. You have to work at social relationships steadily and you can’t expect unrealistic returns. Let me remind you of the 5 Laws of Real Social ROI.

  1. Explore new and niche social channels: Mainstream social media channels may or may not work for your B2B audience. Consider niche channels where your target buyer spends time. For example, we created this exclusive, invitation-only LinkedIn Group for B2B thought leaders. feel free to join and exchange ideas with B2B thought leaders.
  2. Dedicate resources for social marketing: It takes time and effort to do this right. Rather than trying to build volume through more fans, allocate capable and trained resources to run your social campaigns selectively on the channels that work.
  3. Focus on engagement and keep testing: Leave the selling to your sales team or even to your website. On social media, your buyers are looking for meaningful content to engage and enlighten. That’s what you need to do consistently. Conversion is always the ultimate goal, but you can’t make that the primary one, especially on social platforms.

How will you refresh and rejuvenate your B2B marketing efforts? Feel free to add to the list of recommendations above. I look forward to hearing from you, so please leave me a comment. If you would like to receive updates and information about B2B lead generation, please click here.

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