The Top 12 Marketing Automation Articles Curated Today, Wednesday, 3/6/13

Here are The Marketing Automation Alert’s best marketing automation-related articles curated today, Wednesday, 3/6/13. Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:

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Featured Marketing Automation Article

 

Which Content Marketing Tactics Get the Best ROI? – eMarketer

http://sco.lt/9DQ0uX

From www.emarketer.comToday, 9:20 AM

 

Marketers are increasingly focused on content marketing—and are taking a hard look at which tactics are worth the time and effort.

 

Video was also a content strategy cited by 51.9% of marketers for having among the best ROI. But the study highlighted some of the challenges marketers have faced working with it. Video was the content type the highest percentage of marketers (49.8%) described as “difficult to create.” (Other media types that challenged marketers included interactive media, infographics and motion graphics.) And despite the fact that many marketers are having success with video content, half believed that video was “over-priced.”

 

iNeoMarketing‘s insight:

There is a need in the marketplace for self-creation of high quality video: easy to create, easy to post, professionally presented, easy on the budget. Regardless, please bear in mind that this report covers all B2X, not just B2B. Additionally, consider the repurposing of a Featured Article as a video and a white paper. Sidebar: we wonder where webinars would fit into this chart, and if webinars could act as a substitute for video?

 

7 Ways to Get More Organic Search Clicks – Search Engine Watch

http://sco.lt/6pbx1V

From searchenginewatch.comToday, 10:44 AM

 

Why the hell should people click on your result? Because you’re addressing the user’s intent, capturing attention, and inspiring the click. Give users click-worthy results. See seven strategies that will make your site stand out in the SERPs.

 

How to Get People to Engage (Click)

  1. Build a brand! Last time we talked about building off-site awareness. Leveraging offsite promotions, creating associations and affiliations can inspire users to click through when they see your name (and Google loves brands!)
  2. Pay attention to the title tag and meta description of your page. Do they tell enough of a story about what users will get from a click, and is it differentiated from your competition (if you aren’t doing research in the SERP by actually searching on your “money queries,” then you don’t deserve the click!)
  3. Core optimization is key. Not just around on page and in code tag optimization. Look at your site structure, internal linking and how people are navigating your site to help create breadcrumbs in your search results (look at the TripAdvisor example above).
  4. Are you using rich snippets? Google will like you more if you do… they even give you the tools to make it easier to see how well you’re doing! Markup your data!
  5. Authorship is a buzzword, but an important one! Google tells you how, and I suggest you run – don’t walk – to implement… and then write some great content!
  6. Think multimedia! Especially around explanations of products, services or expertise. Create video and image assets, tag them, caption them, *optimize* them and promote them!
  7. Review the SERP! Having a great looking result is one thing, having the best looking result can bring you more and better traffic. Review often. Tweak. Test. Engage!

 

iNeoMarketing‘s insight:

Yet another valuable list of tips focused on SERP and the corresponding desired clicks.

 

Dramatically Raise the Value of Any Piece of Content with These 27 Tactics – Search Engine Watch

http://sco.lt/76PrKj

From searchenginewatch.comToday, 10:40 AM

 

Excerpt…

 

The SEO world continues to shift its collective focus to all things content: content strategy, content generation, content marketing, etc.  It should come as no surprise that this seismic shift in content attitude among marketers is in lock step with Google’s aggressive crusade (verging on Draconian) to purge the SERPs of low value rank spam, and bubble up content of value.

 

If you really want to dominate your niche and distance yourself from your competitors, you have to take the wheel of the “awesome content” bus, be a leader and set precedent for your industry. And by implementing the following 27 tactics (which range from keyword targeting to link analysis to content usability tips), you will dramatically improve the value of your content for readers, users, customers and engines as well and absolutely own your vertical.

 

iNeoMarketing‘s insight:

Incredibly useful list of tactics to help you improve your content marketing’s SERP.  Too many to scoop here, so we encourage you to click-through to review all 27 tactics.  Bookmark it!

 

19 Sure-Fire Ways to Amplify Your Social Reach – HubSpot

http://sco.lt/7xMK8n

From blog.hubspot.comToday, 9:36 AM

 

Learn 19 helpful tactics that’ll allow you to seriously increase your social media reach…

 

1) Put social sharing and follow buttons on all of your collateral.

2) Make sure social share and follow buttons are visible on mobile versions of your site.

3) Tailor your content to the social network.

4) Tailor your content to the persona.

5) Respond frequently to your fans and followers.

6) Interact and engage with people on social media that aren’t yet following you.

7) Keep your social media profiles up to date.

8) Target your audience through paid advertising.

9) Consider the time of day you post on social media.

10) Newsjack on social media.

11) Adopt new social media “stuff” as it rolls out.

12) Create visuals to use on your social media channels.

13) Host Twitter chats.

14) Create a hashtag for any event you host, and make sure all event attendees know about it.

15) Initiate a guest blogging program.

16) Partner with other organizations to reach their social media list.

17) Host a contest or gamify your social presence to incentivize follows.

18) Post something new every day.

19) Create high quality content.

 

iNeoMarketing‘s insight:

One of the more comprehensive lists we’ve come across, and should you need clarification, please click through. You may want to forward this scoop’s link to staff and/or agency and ask “are we doing this?”

 

A Lead Scoring Checklist for Sales and Marketing | Business 2 Community

http://sco.lt/7NAT3Z

From www.business2community.comToday, 9:42 AM

 

Summary…

 

Here’s a checklist to help you get started:

1. Create and embrace your target buyer persona(s).

2. Know your customer’s buying cycle and buying signals. Certain types of customers buy certain things in cycles. If this is true for your customer base, apply that knowledge to scoring.

3. Score each step, activity or buying signal based on its relative value.

4. Create three to five segments to start (don’t overdo it). This is truly the key to a smooth start and an effective finish.

5. Start with anecdotal data.

6. Get complete alignment with sales.

7. Build a set of specific next steps.

8. Track behavior, and adjust scores and tactics accordingly.

 

iNeoMarketing‘s insight:

What needs to be emphasized is the Lead Scoring is a continual process, i.e., results need to be examined and used to constantly fine tune the model. Conversely, it’d be an error to set it and forget it: too many factors play too many roles impacting the results of the score, and correspondingly the resulting triggered emails and sales pursuit. Please search for additional articles by using the lead scoring tag.

 

[INFOGRAPHIC] How To Write The Perfect Tweet Blueprint – MarketingThink

http://sco.lt/5Bd0Rl

From marketingthink.comToday, 9:23 AM

 

Gerry Moran creates tremendous blueprints, and strongly encourage you to search The Marketing Automation Alert for his other blueprints. Great content, great knowledge.

 

Email Deliverability Drives RevenueThe Annuitas Group | The Annuitas Group

http://sco.lt/7kwNCT

From www.annuitas.comToday, 9:31 AM

 

Key excerpt…

 

Here are a few tips you can follow to get on the right path to maximum deliverability.    

  • Subject lines and message body: Test These First!
  • Images: design email content with ‘images off’ for best inbox experience
    -Never have a Call to Action or unsubscribe as an image
    -Maintain 70/30 ratio with graphics
  • Segment by target audience
  • List hygiene: maintain exceptional list hygiene always! Especially focus on…
    -Unsubscribes
    -Complaints
    -Bounces
    -Use caution with list append and acquisition companies
  • Volumes: smaller volumes work better
    -Major ISPs publish rate limits and connection settings
  • Spam filters: they change thousands of times a day.  Filters watch out for…
    -Recipient engagement
    -Authentication
    -Reputation of the sending IP address
    -Sender’s domain reputation
    -Characteristics of the email content
    -Digital fingerprint

 

iNeoMarketing‘s insight:

Basic tips associated with deliverability (conversely, avoiding the Spam filter). Use this as a checklist or audit tool against your own efforts.

 

4 in 10 Global Marketers Reallocating Budgets to Digital – Marketing Charts

http://sco.lt/89Ufx3

From www.marketingcharts.comToday, 9:12 AM

 

55% of marketers from around the world plan to increase their digital marketing budgets this year, according to results from a Society of Digital Agencies (SoDA) survey conducted by Econsultancy. Notably, the majority of those marketers (39% overall) plan to increase their digital budgets without increasing overall marketing spend, effectively reallocating existing budgets into digital channels. This continues a trend noted in last year’s survey. The results come on the heels of a survey showing a similar shift in spend in the US.

 

iNeoMarketing‘s insight:

This is another in a series of positive budget scoops, especially as it relates to digital marketing. We’ve yet to see a change in the budget amounts (increasing) as well as the transition from analog to digital (increasing).

 

Which Content Marketing Tactics Get the Best ROI? – eMarketer

http://sco.lt/9DQ0uX

From www.emarketer.comToday, 9:20 AM

 

Marketers are increasingly focused on content marketing—and are taking a hard look at which tactics are worth the time and effort.

 

Video was also a content strategy cited by 51.9% of marketers for having among the best ROI. But the study highlighted some of the challenges marketers have faced working with it. Video was the content type the highest percentage of marketers (49.8%) described as “difficult to create.” (Other media types that challenged marketers included interactive media, infographics and motion graphics.) And despite the fact that many marketers are having success with video content, half believed that video was “over-priced.”

 

iNeoMarketing‘s insight:

There is a need in the marketplace for self creation of high quality video: easy to create, easy to post, professionally presented, easy on the budget. Regardless, please bear in mind that this report covers all B2X, not just B2B. Additionally, consider the repurposing of a Featured Article as a video and a white paper. Sidebar: we wonder where webinars would fit into this chart, and if webinars could act as a substitute for video?

 

Recorded Webinar: Secure Your Marketing Edge with Killer Drips | Pardot

http://sco.lt/8YGB3B

From www.pardot.comToday, 9:01 AM

 

Join Mathew Sweezey, Marketing Automation Evangelist with Pardot (An ExactTarget® Company), as he addresses the challenges marketing and sales departments face in staying connected with prospects and leads. Learn how to incorporate killer drips – the how, what and when – that will help give you the marketing edge!

 

Modern B2B Marketing Said Most Influenced by Tech-Tracked ROI, Social Media – Marketing Charts

http://sco.lt/6haEV7

From www.marketingcharts.comToday, 9:06 AM

 

Today’s “modern marketer” has moved from outbound, advertising and intuition-based marketing to a new inbound model that emphasizes digital channels, multiple touchpoints, and data analytics, according to a study from BtoB magazine, sponsored by Eloqua. Respondents to the survey overwhelmingly pointed to the ability to track marketing ROI due to technology (60%) and the use of social media in marketing (58%) as the forces that have contributed most to this change.

 

10 valuable Google Analytics custom reports – Econsultancy

http://sco.lt/7ZHRcf

From econsultancy.comToday, 6:49 AM

 

Google Analytics’s standard reports can be limited, so a little customisation is necessary to improve the quality of insight you can gain.

 

  1. Google https Change Impact
  2. GA time of day report
  3. Referring sites report
  4. Time and ecommerce report
  5. Should I go mobile? report
  6. Better Adwords report
  7. Link analysis report
  8. Keyword analysis report
  9. Non-branded keyword report
  10. Browser report

 

iNeoMarketing‘s insight:

For details on each report, please click through.

 

Why B2B Businesses Should Leverage the Potential of Social Media in 2013 [Infographic]

http://sco.lt/65OMML

From infographicjournal.comToday, 8:09 AM

 

This infographic from Real Business Rescue provides an idea about the immense potential of social media and how B2B marketers are tapping into this potential in their marketing efforts.

iNeoMarketing‘s insight:

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