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Tips & Trends
Four tips for effective whitepaper design
Whitepapers are a marketing tool that can be used to showcase your company's area of expertise. They are a great, free informational resource to offer your customers or clients. The can also offer many SEO benefits. Although a whitepaper's purpose is to provide information, it's important to keep a few design pointers in mind to provide an effortless reading experience.
Audiences are not created equal
Three things executives care about: "Will it take my time or my company's time? Am I incurring significant risk? Will it cost me or make me money?"
Three things managers think about: "Can I trust the quality? Will I get good service? Is the price the best deal I can get or is it fair?"
Think about your audience. Maybe it's managers and executives. Students. New hires. Recruits. Vendors. Partners. Existing customers. One message does not fit all.
Here are five practical ways your Web assets can speak to different audiences.
Customer retention tips for B2B marketers
Acquiring new customers can cost five times as much as retaining existing customers. But that doesn't mean that getting repeat B2B business is easy. Eric Fraterman is a customer-focus "transformist" who has B2B customer service consulting experience in more than 20 industries and six countries over 25 years. He told ZoomInsights that one of the keys is proactively staying in tune with your customers.
Customer Churn
Better targeting with smarter, not more, content
For most organizations, the biggest barrier to delivering a more relevant customer experience is not technology, not business process, but content. Having finally tackled the learning curve of content management, mastered the art of user segmentation, and aligned those segments across media channels, marketers have never been in a better position to improve user engagement with targeted content.
The case for sharing great content to drive business results
Content marketing is "the practice of developing awareness, recall, purchases and loyalty through the use of content published online or offline."
It goes by many names: thought leadership, social media, email marketing, whitepapers, press releases, etc.
Through the mass adoption of smart phones, tablets, data plans and ubiquitous high-speed internet plans, the market has made it clear that it wants content. Not spam, but value-adding, quality content.
