Lead generation content is quality, targeted content, such as blog posts, emails, whitepapers, eBooks, videos, case studies, and infographics, used to do what else? Generate leads! According to the B2B Content Marketing 2014 Benchmark Report, 93% of B2B marketers use content marketing and 74% of marketers cited lead generation as their goal for content marketing. But in order to generate leads, your content needs to be seen. So how are organizations promoting their B2B lead generation content effectively? Check out the different ways below.
LinkedIn recently launched a new analytics tab for the company pages that can be quite helpful if you want to understand your page’s performance better and use it to drive prospects to your business. Even before LinkedIn launched analytics tab, it provided page insights for the company pages. However, the insights were not as detailed as the analytics and page insights are now. In fact, there are a few elements such as clicks, likes, engagement %, that are common to both analytics and page insights. It might be that eventually LinkedIn would combine these two and make one page, but for now, I thought it would be helpful for our readers to make a note of few metrics that can help them understand the useful metrics for their pages.
If you have been working in a function such as web development or marketing, chances are that you have used A/B testing, also known as split testing, in one of your projects. A/B testing is a methodology, especially popular in advertising, that uses randomized experiments with two variants, A and B, in a controlled experiment.
Like most other online advertising, Facebook ads can be difficult to master. But with the help of A/B testing, you can soon start getting insights that would help you create better campaigns, and next time you want to run an ad on Facebook, you will spend lesser and lesser time creating successful ads.
In this post, I will walk you through all the nitty-gritties you need to know about conducting an A/B testing with your Facebook ad – Continue reading
This just in: Recent research by the Content Marketing Institute shows that LinkedIn has become a preferred channel for B2B content marketing. It surpassed Twitter by nearly 5 percent.
Face it – if you are tweeting, blogging and using other social media on your company’s behalf, you are a “publisher” for your company. Yet, if you’re not thinking like a traditional publisher, your social media marketing efforts might fail to deliver.
Publishing companies are experts at creating content that their readers will like. Reader engagement is just what you want from your social media initiatives. When you define your editorial mission, other aspects of your social media project become easier. We’ve published an article on ZoomInsights that will help you get started on an effective editorial mission. Check it out!
These days, people would rather watch a video than get information by reading. Why? The answer is simple: Video is the closest thing to “being there,” to interacting with a product, or experiencing a service.
Video is the new preferred medium to show off what’s cool and different about your business, educate potential customers, promote your brand in increasingly competitive markets, and even (as sometimes necessary) correct new or lingering misconceptions about your business, product, or service.
Any type of business in any industry can benefit from using video content. Read more in our ZoomInsights article, Why and how to market with online video.
Twitter can be as powerful a tool for marketers as any advertising campaign in years past. Time and perseverance will to get you on the right track and here are a few tips for the Twitter-interested.
1. Install TweetDeck. This free application will make all the difference in organizing and gaining insights into your market and what competitors are doing. The broad layout allows you to easily schedule tweets, see what your friends are saying and easily see comments made about you and your brand. The real genius, however, lies in searching for specific terms that are published in the twitter universe.
2. In TweetDeck, create searches pertaining to industry keywords and your competitors. If you think there won’t be anyone out there pontificating, complaining or questioning certain facets of what you do, you’re wrong. Twitter has 190 million users and certain keywords and issues that your industry faces are certain to be bandied about.
3. Hashtags are your best friend. Written with a “#” followed by a term, think of them as an anchor. No matter what is in the tweet, when a hashtag is present it will be forever linked to those who also use the hashtag, and certain industries will rally around specific terms. In the data services industry, for instance, a good one to start with is #dataquality. You can search for hashtags here: http://hashtags.org/.
4. Be social and keep your content fresh. As you build your community of followers, be generous and polite. Thank people for re-tweeting you and do the same, as building a rapport with your followers and friends is paramount. The more and more you help them, they more they will re-tweet your content, which will be seen by all their followers and on the cycle goes. However, beware of what you tweet. Overusing ideas or content will have a negative effect and eventually your tweets will just be seen as spam.
5. Finally, leverage the information you find on your competition into intelligence and hopefully, leads. Search for your competition by name, find out what people are saying about them and potentially their weaknesses. If you’re lucky you may stumble across someone directly critiquing their products and viola, you have a captive audience for your message.
Of course, this is still a relatively new medium and time is the teller of all evil (or revenue). But there are gains to me made if you leverage these tools correctly. Happy tweeting!
“The Social Network,” about the founding of Facebook, picked up the Oscar for Best Writing (Adapted Screenplay) and also won for Film Editing and Best Original Score. The movie will probably get a surge in sales at the box office, but it will be temporary, whereas people continue to flock to Facebook unabated.
The social site now has more than 500 million users and more than 200 million active users accessing Facebook through their mobile devices. Such phenomenal growth has the obvious implications for companies that need to find new customers and, perhaps more important, keep them, regardless of what they are selling.
Despite becoming the norm in the last few years, marketing automation still hasn’t provided the returns b2b companies thought they had bargained for.
The problem may be velocity. Many of the sales and marketing tools that have emerged this decade were created for conditions that are vanishing, according to Pombriant.
“The tools were built for new markets, where it’s easy to sell undifferentiated products because the category is new,” he said. “But as markets mature, there’s a movement from selling ‘net-new’ to selling enhancements.”
It sounds like an apt term to describe someone who is addicted to posting his or her thoughts on the microblogging service, which allows people to post comments in 140 characters or less.
However, Twitterholic actually calculates individual statistics for each twittering twit in Twitter’s database and is one of a slew of analytics associated with the social network.
Twitter, which launched in 2006 and now has roughly 175 million users, has become de rigueur for companies looking for new customers and fresh revenue streams. But is there a legitimate benefit to b2b sales and marketing executives who use the service or is it just a bunch of babble?
We asked Joshua Waldman (@JoshuaWaldman), founder and CEO of social media consulting firm Cinta Media, for his take. “It’s not for [sales execs] to look at Twitter and have an opinion either way,” said Waldman, whose blog is titled Career Enlightenment. “What matters is where your customers are, and making sure you’re there.” He provided a few priorities for b2b execs who want to tap into Twitter et al. in order to grow sales:
- Scale the hierarchy: With Twitter sellers can create messages that home in on the right buyer(s) without having to navigate the layers of buyers within the four walls, as is the case with traditional prospecting.
- Know whom you’re targeting: “Our prospects are bombarded with information on Twitter. If you know what the person really cares about, you’ll be able to get through to them,” Waldman said. “Do research up front and really think about that tweet (message). Always add a ‘request’ application to move the conversation to another channel e.g. ‘DM me w the best way 2 reach u.’”
- Build on the momentum: If you get a response, more than likely it’ll be an email address in your ‘DM’ inbox, which gives sellers an opportunity to elaborate on the initial message, Waldman said. Here’s an opportunity to move up the ladder of influence, from Twitter to email to telephone call to face-to-face meeting.