FREE MASTERCLASS
Join #1 bestselling author of The LinkedIn Code for a free training on "Cracking The LinkedIn Code"
register for our free webinar

How to Improve Your Email Marketing Strategy With User-Generated Content

Ever get the sneaking suspicion that you could be squeezing more out of your email marketing strategy? You’re not alone. Look: we love social media around here, but there’s no denying the sheer power of email. Arguably the last remaining relic of old-school Internet marketing, email has been the go-to solution for brands looking to capture leads, build their lists and monetize subscribers for decades. And email marketing isn’t losing any steam, either. According to a recent eMarketer report, email marketing boasts a median ROI of 122%, which is actually four times higher than the likes of social media or paid search. Although modern brands are indeed laser-focused on turning their social followers into customers, there’s certainly a financial incentive to stick with email. That said, email marketers shouldn’t ignore the best practices of social media when it comes to their marketing messages. In fact, the average email marketing strategy could be fine-tuned into something truly special by including one not-so-secret ingredient. User-generated content. Why Your Email Marketing Strategy Needs User-Generated Content (UGC) We’ve seen time and time again how user-generated content (UGC) helps brands on Instagram by increasing conversions, building trust and painting posts with a more personal touch. […]

7 Keys to Succeed at Content Marketing

Businesses, non-profits and media outlets ignore content marketing at their own peril. A recent experience I had working for a small non-profit client illustrates the point. For 15 years, their success in attracting new donors and sustaining current subscribers came from the wealth of information on their website that educated and informed constituents about the pressing issues of the day and how those issues impact society. In other words: content. What not to do… Recently, they brought in a new Operations Manager who admittedly knew little about content marketing and production and who – as a result – drastically slashed the research and writing staff. In addition, he cut the budget to the point that subscribers began leaving after bombarding the organization with questions about the sudden lack of substance. Today, their website offers almost no new content and the organization continues to lose members. In addition, they have also lost most of their writers, a key graphic artist and their managing editor. All as a result of their ignorance or apathy about the importance of content marketing. While this example is specifically about a non-profit organization, the parallels to business are obvious: without helpful, trusted and credible online content […]

How to Prepare Your Holiday Social Media Strategy

More than at any other time of the year, the holiday season is an integral part of many businesses’ plans at achieving maximum profit. Some entire industries revolve around lasting through the difficult year until holiday sales boost them from the red and into the black. In order to take advantage of this rush in sales, many small businesses have turned to social media to ensure that every customer possible finds their way to their business. With the Christmas rush and other holiday festivities just around the corner, here are three ways to ensure that you’re maximizing your social media strategy just in time for the holidays. 1. Utilize Imagery as Effectively as Possible As a Columbia University study shows, visual imagery is more effective with selling in advertising. As the old adage goes, seeing is believing. Consumers are more easily swayed by seeing the products they’re interested in across social media. Utilizing websites like Instagram to your advantage can set you up for success when selling your products and services online. Many visitors already browse for products there, just to see what others are using, or to see if others have an interest in similar products. Taking photos of […]

How to Increase Your Social Proof to Attract More Customers

If you are like a lot of business owners, professionals and entrepreneurs, you may have heard the term social proof thrown around and used like any of the latest trendy business terms. But I can assure you, social proof is no synergy, paradigm-shift or growth hacking. Social proof is a more inclusive and comprehensive name for a very old marketing concept. One that has been influencing customers since there were businesses to buy from. At its core, social proof is word of mouth advertising in today’s digital market place. Why Social Proof Is So Important Social proof is one of the key influencers that people use when making a decision who to do business with. People look to what others have done when making a decision and that’s why reviews, testimonials and endorsements have been so powerful for businesses. The Social Proof Theory, which I explored in the psychology behind social media engagement, states that: “A person who does not know what the proper behavior for a certain situation is, will look to other people to imitate what they are doing and to provide guidance for their actions.” In simpler terms, social proof helps us make decisions when we are […]

Six Stages to Sales and Marketing Alignment (Framework)

Gone are the days where sales and marketing departments work in silos. In order to attract today’s modern buyer, there needs to be sales and marketing alignment. Today’s digital B2B landscape requires a strategic and collaborative approach to sales and marketing, to grow the sales pipeline. In any kind of collaborative effort, there’s bound to be conflict, or at least some form of disagreement. But if both teams are unable to establish common ground and goals, then collaboration will be impossible. Alignment between sales and marketing is necessary for the success of both initiatives. Neither team can create a significant impact on the buyer’s journey without first establishing how to combine their efforts. Why sales and marketing alignment matters The importance of sales and marketing alignment simply can’t be overstated. When these two work in concert, the results can be amazing. It boosts financial performance, improves the customer’s buying experience and can improve your company’s internal culture. But when these two areas of a business are not in alignment, and in some cases at odds working against each other, the results can be equally disastrous for a company’s bottom line. From working together in composing an overall strategy, to setting […]

3 Ways to Convert Blog Traffic in to Sales

If you are like many hard-working bloggers, you may not be sure how to convert your existing blog traffic in to sales, which is ultimately an unsustainable marketing strategy. It is a big job to consistently create and publish quality content that your community and potential leads find of value. And while it can be greatly satisfying to know that they find your content helpful, most of us can not to afford to create content for content’s sake alone. That content needs to pay off in some form – ultimately increasing your sales and income. According to the New York Times, blogs actually have a higher fail rate than restaurants. Many people assume that this is because of the absence of traffic, and while this may be the case in some instances, more often than not most blogs are doomed by their lack of effective integration into a sales funnel. If you have a sales funnel or strategy in place, your B2B blog will help you drive significant revenue with even small amounts of traffic. This money can then be used to invest in creating more content, promoting existing content and further optimizing the blog for sales. But without aligning […]

The B2B Marketer’s Guide to Social Advertising

It’s no secret that social media has become an important part of any B2B marketing strategy. In fact, 93% of B2B marketers report using social media as part of their strategy (source). However, as social media continues to grow and evolve, it’s become increasingly difficult for marketing teams to produce results with their social media efforts. The reason for this is simple; as more and more businesses jump onto the social media bandwagon, the social sphere becomes increasingly clogged and cluttered. As a result, today’s social media users face content overload and it’s harder than ever to stand out. If your message doesn’t cut through the social media noise, you’re sure to miss your prospects. So, what’s the solution? Paid social advertising. The Promise of Paid Ads Social media advertising is not a new concept to the seasoned marketer. However, many in the B2B realm don’t fully grasp the promise of this tactic. After all, when your organic social strategy doesn’t produce results, it’s hard to justify spending even more time and money on it. But, paid social can have a huge impact on your marketing efforts. Having a hard time believing? Consider these statistics: 86% of marketers now combine […]

The Small Business Guide to Facebook Video Marketing

Love Facebook or hate it, you’ve got to admit it, Facebook’s video marketing capacities offer a much-needed boost to the small business owner looking to get the most out of their marketing budget. Blending (almost) seamlessly into the newsfeed of your carefully chosen demographic, you can convey your message and gain traction with low-cost home-made videos. However, there are several nuances of which to be aware before you leap into Facebook video marketing to make the most of this contemporary opportunity. This small business guide for Facebook video marketing covers the key points for creating videos that will produce results. Key Points To Consider When Using Facebook Video Marketing. Brevity is a virtue The traditional TV commercial usually lasts less than 30 seconds. Facebook, captures the attention of the viewed you can make it longer than 30 seconds. But any more than two minutes, and you’re likely to lose them. YouTube is a sin There are many benefits of YouTube marketing but link your video from YouTube to Facebook and you are likely to see distinctly less views than if you upload it directly to Facebook as a native video. No sales pitches Instead of creating a commercial, try to […]

Content Marketing Roadmap: The B2B Buyer’s Journey

I am sure you’ve heard this a million times. Content is king. Most businesses have realized the importance of having content at the core of their business. Content marketing is not a fad, it’s here to stay. The internet and social networks have completely changed the sales process. The modern buyer has access to more information than ever before. For example: 90% of customer buying decisions start online (Forrester) 75% of B2B buyers use social media to research vendors (IDC) As a consequence, companies need to provide helpful online content and information, to build trust and credibility and to become a part of the buyer’s journey in selecting a product or service. This approach is frequently referred to as social selling and it doesn’t work without a healthy dose of content marketing. In both B2B and B2C, buyers prefer getting all the information they need to make an educated decision. If this is the case, how can businesses and marketers such as yourself provide just the right kind of support they need, without being too salesy? The answer lies in a simple C-word: Content. The crucial role of content marketing in B2B With high-quality and informative content, today’s careful and […]

The Ultimate Guide to LinkedIn Profile Optimization

What if I told you that your LinkedIn profile is quite often MORE important than your website? Would you think I was crazy? Here’s why I believe this. What’s the first thing someone does if they want to learn more about you? They Google your name. Your LinkedIn profile will almost always show up within the top three positions in the search results, and it’s often the first place they’ll click to learn more about you. What kind of “first impression” are you currently making in representing your personal brand? For professionals, LinkedIn is king. The top-of-mind social media platform for businesses, employees, and professional service providers, LinkedIn plays a vital role in connecting the world’s vast business network, allowing them to meet, greet, and get the chance to work with one another. Given all of that information, if you’re still not making the most out of your LinkedIn profile to further boost your professional and personal brand, the biggest question that you’d have to answer is… why haven’t you? Why LinkedIn profile optimization matters – and how to do it well LinkedIn profile optimization simply means that your LinkedIn profile is fully updated to maximize your visibility by your […]

Pin It on Pinterest