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How To Articles: 929 and counting...

How To #HOW32216:

Develop a Winning Combination for Social Media Integration: 9 tips from a recent MarketingSherpa webinar

Summary: In the recent MarketingSherpa webinar, "Develop a Winning Combination for Social Media Integration" (sponsored by Aquent), MECLABS’ Kaci Bower discussed how big a role your team plays in social integration effectiveness, as well as some practices you can use to improve results.

In the following webinar recap, which includes the full webinar replay, we asked Bower to expand upon some highlights of her presentation. continue...
Posted: Jul 11, 2012
How To #HOW32207:

Improve Your Email Programs: 5 test ideas

Summary: Late last year, we made a major change here at MarketingSherpa in our newsletter article access. Previously, new case studies and how-to articles were available with free, open access for only 10 days.

Now, our entire library of case studies and how-to articles is available to you. This marketing resource contains 2,986 MarketingSherpa articles, dating back to 1999.

We pulled this article from the MarketingSherpa library to show that a how-to on testing email programs from two years ago is still relevant today. Read on for five ideas to include in your email testing and optimization program. continue...
Posted: Jun 26, 2012
How To #HOW32185:

Brand-side Marketing How-to: 6 content marketing lessons learned from a B2B IT company

Summary: As a B2B marketer, you have likely read about the importance of content marketing countless times over the last few years. And, MarketingSherpa has been no exception, having published a wealth of articles highlighting effective content marketing efforts.

In this article, Softchoice, a B2B IT company, offers six content marketing lessons it has learned after placing a stronger focus on content strategy over the last three years. Read on to see why the company puts the customer at the forefront of its content efforts; how it utilizes internal sources to create successful content; and how it measures content's effect. continue...
Posted: May 23, 2012
How To #HOW32179:

B2B Lead Generation: 6 social media tactics from 7 experts

Summary: Making social media part of the B2B marketing strategy can be a challenge. One notable use of this channel is lead generation, which can be done effectively when connecting social media with an overall content marketing strategy.

For this article, we reached out to seven social media experts who provided a range of tactics for generating leads through social media platforms such as Twitter, LinkedIn, Facebook, Quora. continue...
Posted: May 16, 2012
How To #HOW32166:

Offline and Online Optimization: Cabela’s shares tactics from 51 years of offline testing, 7 years of digital testing

Summary: Digital marketing makes testing and optimization efforts easier than ever, with a constant flow of data and relatively low cost compared to testing traditional marketing channels.

Learn how Cabela's has maintained a testing culture over its entire history, alongside details about its digital split testing and optimization program. Plus, get an inside look at how the team combines offline channel data to get a full view of its marketing and optimization efforts.

Tony Uhlir, Internet Customer Experience Manager, Cabela's, will present at the upcoming Optimization Summit 2012 in Denver, June 11-14. continue...
Posted: Apr 26, 2012
How To #HOW32164:

Gamification: 6 tactics for B2B marketers

Summary: Gamification is a fun marketing channel, but it's really just for consumer marketers. Right?

Not so fast. B2B marketers have many opportunities to take advantage of with gamification. This how-to article includes two gamification experts who provide six tactics on B2B gamification applications.

The topics covered include motivating employees, getting Sales to engage with the CRM, driving online community engagement, driving website engagement for lead nurturing, and appealing Gen Y. One key takeaway: gamification is not about the games -- it's about measuring and motivating. continue...
Posted: Apr 25, 2012
How To #HOW32149:

Measuring Content Marketing: How to measure results, find gaps and grab opportunities

Summary: Content marketing can drive results, but it's not always easy to connect the dots. You might feel like your blog is starting to pay off, but how can you be sure? More importantly, how can you prove it to managers and directors?

In this article, two content marketing experts explain how to measure and improve results. You'll get tactics for companies large and small and a MarketingSherpa research chart. continue...
Posted: Apr 05, 2012
How To #HOW32142:

B2B Email Deliverability: 11% of B2B email is classified as spam, these 6 tactics will help

Summary: Deliverability is a complex topic that challenges every marketer using email. However, it is an even greater challenge for B2B marketers.

B2B marketers must meet unique deliverability rule sets for each individual domain in databases filled with hundreds or more. Whereas B2C marketers likely have a database full of freemail accounts, and can resolve an issue with that provider and settle a huge portion of the list with a single effort.

Read on for six tactics from two email deliverability experts. They cover tactics on reputation, testing, domain distribution reports, mediation and more. continue...
Posted: Mar 28, 2012
How To #HOW32139:

Link Building: 5 tactics to build a better SEO strategy

Summary: Search engines use a torrent of factors to rank your pages. Marketers have guessed at which are the most important for years, and one continues to top the list: inbound links.

We interviewed three SEO experts to get their best tactics for attracting valuable links. Find out how to uncover competitors' search marketing tactics and how to keep links pouring in for years. continue...
Posted: Mar 22, 2012
How To #HOW32131:

Email Design How-to: 5 insights to improve open and clickthrough rates

Summary: We spend so much time picking lists, choosing offers, and writing subject lines that it's easy to neglect email designs. But, your email's presentation, and organization, can be critical to its success.

Improve your open and clickthrough rates by seeing what to cut, what to keep, and how to focus your message. We spoke with three design experts to find out how to make your emails look great and perform even better. continue...
Posted: Mar 13, 2012

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