Here are The Marketing Automation Alert’s best marketing automation-related articles curated today, Thursday, 3/14/13. 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:
Featured Marketing Automation Article
SlideShare for lead generation: Here’s how to use SlideShare as part of your visual content marketing strategy.
#1: Base Your Presentation on a Topic on Which You are an Expert
#2: Your Title Slide is Your Headline
#3: Optimize Each Presentation for Search Engine Optimization
#4: Integrate Your Presentations Across Multiple Channels
#5: Create Your Promotion Strategy before Publishing Your Presentation
#6: Continue to Drive Viewers to Your SlideShare Presentation
#7: Repurpose, and then Repurpose Some More
#8: Check the Analytics
#9: Turn on the Forms Option
#10: Add Your Presentations to Your Personal LinkedIn Profile
OUTSTANDING collection of what you need to do to capitalize on SlideShare! Click through for details!!
When I think of the phrase “white paper”, I think of a paper with lots of white in it and whole lot of boring. Here are the words that come to mind: Boring Dry Lots of typing, a logo, and maybe so…
But marketers are on a creative streak again and it’s awesome for the rest of us. I wrote some recent posts about how organizations are creating moving infographics and video, and today’s post is how marketers are taking on the traditional whitepaper and creating exciting written content. Some of the killer written content we are seeing out there is:
- Designed with exciting colors, images with innovative layouts
- An exciting topic
- Interesting role-based content
- A mix of bullets and paragraphs
- Has new names instead of whitepaper: Handbook, guide, textbook (see below)
We could not agree more. Look: at the end of the day it depends on your audience preferences, e.g., perhaps a good portion of your targets prefer white papers. But we think the major takeaway is this: leverage! Leverage your content across a variety of deliverables. You may find your audience prefers something other than white papers.
LinkedIn Company Pages: Here’s how a number of larger brands are creatively using their LinkedIn company pages, and some of them are doing cool things.
1) Here’s how to develop a campaign on your LinkedIn company page.
Create a campaign that poses an interesting question to a group of influential bloggers in your industry who can respond via their own blog post. Not only can you highlight each of these contributors on your own company blog, you can also create a series of shareable and engaging status updates for your page!
2) Here’s how to create leads with your LinkedIn company page.
Regardless of what products and services your company sells, create marketing offers such as free demos, a free consultation or free ebooks or special reports, and share information on these to generate leads from your LinkedIn company page.
3) Here’s how to cross-promote your other social channels on your LinkedIn company page.
You are allowed to have up to 3 rotating banner images under the Products/Services tab. Within each banner, you can embed a link so the viewer can click through to an outside web page or to another social media profile. Develop banner images and embed links for your company page’s Products/Services tab to cross-promote your other social media communities.
4) How to engage your audience on your LinkedIn company page.
Make sure to create a banner image to insert at the top of your LinkedIn company page to make it more visually appealing. Next, consider creating a series of contests or sweepstakes promotions that are relevant to your company and can be shared as status updates. This is a great way to generate buzz and build followers for your page.
This is an excellent post that you need to click through to fully understand and deploy. What a great way to exploit your LinkedIn company page!
You need a team of superstars to make your marketing automation rock. Read this blog to find out who you should be hiring.
Make sure you have an individual who can create a steady stream of great content. With marketing automation software, it becomes easier to scale programs (e.g. different job functions at different verticals), so you will need someone who can create effective content for the programs and re-purpose it. This could be a product marketer, an evangelist, someone from marketing communications manager, or a new hire such as a brand journalist. Ideally, this person will have some writing in his or her background.
Marketing Operations Manager
You will need someone who enjoys mechanics. Setting up integrations, key reports, segmentation, and flows in the system are just some of the activities a good marketing operations person will do. This is one of the most critical roles to get right because they are essential to building the technological framework. A good framework = total and complete awesomeness. A bad framework = wasted time and added expense, which we all know equals bad things. A good candidate for this is anyone on your team who enjoys technical details, has a good mind for process and how things work, and feels happy when in Excel.
This role makes sure you are squeezing the juice from the orange. They will work with your content manager and make sure their programs have the right content mapped to the buying cycle. It is also a very critical role because when done well, since nurtured leads can produce a 20 percent increase in sales opportunities versus non-nurtured leads. It is ideal to have someone in this role who understands your buyer and user personas, and also is very good at thinking through the right workflows. I have seen strong marketing programs people succeed in this role.
We know from experience that there are many ways to approach how to implement and manage marketing technologies, and at the end of the day, it depends on your budget, your supporting internal resources (and their willingness to work with you!), and your partners’ capabilities. The aforementioned is applicable to not only marketing automation but all marketing technologies.
Tie social media activity to the bottom line with these four social media analytics tools.
Google Analytics Advanced Segments
Utilizing the advanced segment features within Google Analytics, we can collect a wealth of information about how each social channel is performing with respect to driving traffic and conversions on a website. The graphic below illustrates a custom segment that includes visits from Facebook, Twitter, YouTube and Pinterest. We can also create similar segments that isolate visits, conversions and other measurable website behaviors from a single social media channel.
Zuum primarily provides competitive analytics for Facebook pages. Compare up to 10 Facebook Pages over a time period of your choosing. Similar to Facebook Insights, we can also see performance by post to find out which posts earn the most Comments, Likes and Shares. All of the metrics below help us understand the kinds of content we can and should be producing to improve upon share volume.
What this tool lacks in interface aesthetics, it more than makes up for in helpful data. Retweet Rank is obviously a Twitter analytics tool. While we can still use Google Analytics or our favorite URL shortener to measure clicks to a website link, Retweet Rank shows us a trendline for retweets, the particular posts that have been retweeted, and a list of the most influential accounts to share our content on Twitter.
It seems Pinterest tools are popping up faster than rodents in a game of Whac-a-Mole lately. One tool that has effectively found a way to measure Pinerest account activity including “repins” is PinLeague. This tool allows you to monitor Pinterest follower growth and repin behavior over a specific time period, and monitor repin quantities for boards and individual pins. The ability to see what specific boards and pins are capable of garnering repins is extremely valuable when trying to source or create new Pinterest content.
Great review of important social media measurement tools. You’ll want to click through for the screen shots as well as costs. After deploying these four tools, we can see a potent analytics report.
The announcement of Facebook’s plans to alter the News Feed is important to B2B marketers for a number of reasons. Understanding these changes and properly tailoring a social media strategy to make the most of them is essential.
Some of the News Feed changes that will affect B2B marketing include:
- A stronger emphasis on visual content: Mark Zuckerberg stated that nearly 50 percent of the items shared on the News Feed today are visual, which is one of the driving forces behind altering the News Feed to make this type of content stand out more. Photos will be highlighted in a much more dynamic and centralized manner.
- A choice of feeds: One other major change to the News Feed is the new ability to sort the News Feed by subject choice. Users will be able to receive News Feed updates in various streams such as, Friends Feed, Music Feed, Photos Feed, and Following Feed. These new segmented News Feeds are designed to give users more control over the content they are receiving.
- A more collective design across all platforms: Giving users the same Facebook experience—whether it is on a tablet, mobile device or desktop— is also a significant change to the News Feed. The goal is to make the Facebook experience as seamless as possible from one device to the next.
FB is not high on our hit list of B2B social media channels, but nevertheless, you need to stay abreast of changes including Graph as well as the above.
As marketers, we will soon be the managers of the machines that are managing our marketing. Until the machines don’t need us anymore.
Here are a few of the marketing areas where we are already managing the machines and one area where the machines have already managed us!
1. Search Marketing Platforms
Search marketers have been using bid management systems for the last decade to manage the search campaigns. Today, new solutions like DataPop are even automating ad copywriting!
2. Algorithmic Media Buying
A significant portion of the online media landscape is quickly moving towards algorithmic media buying. Providers like Turn, MediaMath or RocketFuel are able to take your creative, budget and goal and run online advertising programs that are managed and optimized by algorithms, making billions (literally) of ad buying decisions for their clients every single day.
3. Dynamic Creative Optimization
What if you could create a template for an ad, dynamically create hundreds of versions for different audiences, products or messages, and then have an algorithm optimize your creative, determining the best performing version for each audience? Companies like MediaMind make this possible today. Combine it with something like DataPop, mentioned above, and you could have a system that continuously creates, tests, learns and optimizes brand new creative.
4. Marketing Automation
What if everyone could always get the right communication, based on all of the information you have about them? Marketing automation platforms like Marketo and Eloqua allow marketers to create complex business rules that are automatically executed, similar to the early bid management platforms.
5. Identifying Content to Create
Demand Media showed the potential, prior to Google’s Panda and Penguin updates, to automate the identification of content opportunities. In this case, the machine was feeding work to the people instead of the people feeding work to the machine.
We scooped this as a checklist for you to compare your own automation tools against. Not yet appearing: Big Data alerts.
Your email subject line is the single biggest determinant if your message is opened or not. BONUS – get Jill’s top 4 sales prospecting tools at http://www.jillkonrath.com/tools.
Quick, easy pointers. Spend the 1:48!
Almost three-quarters (74%) of businesses believe that the user experience is important for improving sales and conversions, according to data in our new User Experience Survey Report. Increased customer satisfaction (72%) and customer loyalty (44%) were also popular responses, however few business appear convinced of the cost-saving benefits of improving the user experience.
The results show that a majority of business recognise that user experience is fundamental to driving sales.
When asked to list the three most important business benefits of an improved user experience, increased sales/conversions was the most commonly cited answer.
Interestingly reducing costs was one of the least popular answers, with only 16% of client-side respondents and 17% of agency respondents citing reducing cost-per acquisition (CPA) as one of their three most important benefits. This seems to reflect a lack of awareness as to how an improved user experience can positively affect the bottom line by reducing costs as well as by increasing revenue.
Second article in two days that points to the cost savings (increase in productivity) benefits associated with today’s marketing mindset. Yesterday it was Big Data. Today: customer experience. Another post to keep in mind as you build ROI models for your organization.
Broad based, cross industry chart presented as an FYI.
Q: What type of automated, event-triggered, lifecycle email messages does your organization deploy? Please check all that apply.
We’d love to see this crosstabbed by B2X and MAP users. That 18% figure for website behavior automated emails probably correlates with MAP usage.
Competing with more popular websites on keywords is hard. That’s why you need to implement long tail SEO tactics to increase your traffic and popularity.
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