Summary:
Twitter use straddles a fine line between opportunity and liability. To help you navigate successfully, we looked to two experts who offered five optimization tips based on their experiences from working within the Twitter-sphere.
Underestimating the potency of Twitter has been the mistake of many marketers. In this article, two experts offer tips on how to capitalize upon opportunities that Twitter can provide, and some common mistakes to avoid. continue...
Summary:
The newsletter is where two of the most valuable marketing tools come together: email and content. It is a prime opportunity to not only recognize the power shift from marketer to consumer, but also embrace and optimize for it.
Newsletters are an important, but often neglected strategy, with 46% of marketers reporting their email newsletter as staying the course, and 11% having a floundering program, according to the 2012 Email Marketing Benchmark Report. Read on for five steps from two email marketing leaders to help you improve your newsletters. continue...
Summary:
Consistently creating content that engages an audience can be a challenge for companies of all sizes. In this article, content marketers from both ends of the organization size spectrum share tactics for delivering top-notch content that works for you and your readers.
Read on for seven steps on how to improve, or even begin, your content marketing. Learn new ideas for generating popular and compelling inbound content that keeps readers coming back for more, without overloading your team. continue...
Summary:
Email without content to share with a database of potential customers is just technology, not marketing. In fact, Chris Baggott, Chairman, Compendium, and co-founder, ExactTarget, sees email marketing as a three-legged stool comprised of technology, data and content.
This article offers six tactics from Baggott. Read on for tips on content marketing and how it intersects with email, including mining customers for content, why the blog should be the content "hub," repurposing content, and even how to mine outgoing email from Sales and customer service reps for effective, and reusable, content. continue...
Summary:
At MarketingSherpa, we often publish case studies or how-to articles that focus on a specific tactic or campaign. Today's Consumer Marketing newsletter steps back to give you the basics on getting started (or improving your efforts) in an emerging area -- inbound marketing.
The article is based on a recent webinar, "Think Different about Social Media: Four steps to transforming your marketing program," (sponsored by Act-On) presented by MECLABS' Todd Lebo and Sergio Balegno. Read the webinar recap article, and watch the full webinar replay, to learn more about inbound marketing. continue...
Summary:
If the MarketingSherpa B2B Summit 2012 presenters were correct, content marketing is becoming the focal point around which all other marketing channels orbit. Without quality content, email is less effective, social media would probably be unnecessary, and both lead generation and lead nurturing would be more difficult.
To provide some insight into B2B content marketing, MarketingSherpa reached out to two B2B content marketing consultants for seven tactics for this important marketing channel. Read on to learn more about types of B2B content, how to find content topics, and mapping B2B content to the buying stages of the complex sale. continue...
Summary:
The holiday marketing season is rapidly approaching, and consumer marketers should be in the process of finalizing holiday strategies. Even though successful marketing tactics and strategies carry over from year-to-year, each season offers new wrinkles on old ideas and sometimes completely new marketing channels and technologies.
Read on for eight tactics from nine consumer marketing experts, covering retargeting campaigns, what’s happening in social media this year, tailoring campaigns to different devices, taking advantage of technology to personalize the website experience, and a tip on why 2012 is a year to keep a close eye on the calendar. continue...
Summary:
Inbound marketing can use organic search, social media and content marketing to draw prospects in to a point of conversion. A recent MarketingSherpa webinar, "Building an Inbound Marketing Architecture" (sponsored by Marketo) established a tactical plan for accomplishing goals and increasing reach on social networks. MECLABS' Kaci Bower also discussed what inbound marketing is, and its importance to marketers today.
In this follow-up, learn to launch an inbound marketing architecture with a plan and a purpose, driving traffic to a point of convergence and conversion with a result of significantly reduced costs, increased sales and improved ROI. continue...
Summary:
National Instruments, a provider of hardware and software for engineers, has products ranging from hundreds to millions of dollars. Consequently, its website serves as both a lead gen engine and an e-commerce hub.
This how-to article covers seven tactics the marketing team used to serve both functions: driving both online purchases and qualified leads for Sales. These tactics include utilizing tools to learn more about visitors and offer recommendations, and using targeted social proof to gain prospect trust.
Joe Rawlinson, Senior E-commerce Product Manager, National Instruments, will present these tactics at the MarketingSherpa B2B Summit 2012, August 27-30 in Orlando. continue...
Summary:
In this follow-up to a recent MarketingSherpa webinar, we speak with lead presenter W. Jeffrey Rice, to discuss rising expectations of email performance, increasingly stringent delivery requirements, improving relationships with your recipients, and more. continue...
