Blog

Savvy Sisters @savvy_b2b - Fri Oct 26, 2012 @ 08:00AM
Comments: 22

Savvy Week in ReviewHave you had that crazy weather we have head here? Eighty degrees yesterday and then a much brisker 40 degrees this morning. Even though we have come to accept these sweeping changes for October, it reminds me of marketing. We know things are changing quickly, yet it can sometimes take us by surprise. To stay on top of all of the changes -- and get ideas for things that never go out of style -- check out these posts below. 

Have a great weekend!

The Savvy Sister

5 Content Strategies for Shaping Exceptional Executive Events by via @cmicontent

Are you missing an opportunity to connect with prospects and customers in person? Here are solid ideas for how to do it, along with two real-world case studies.

31 Easy Ideas To Create Content Your Customers Want by

Here's a list you'll want to keep handy.

Bent out of shape because of low B2B website conversion rates? A fix is in by @bhas

Interesting post on going beyond Google Analytics to tailor content on the fly based on a site visitor’s profile.

What Michael J. Fox Taught Me About Marketing by @JayBaer

Love this Big Picture thinking. It really makes a difference.

8 Methods to Turn Email Subscribers into Renewable Traffic by @RyanHanley_com

You know how important your mailing list is. Do you know what to do to get the most out of the relationships you're building?

3 Questions Every Brand Must Answer by @davidbrier

Excellent focus and a great example to show you how it's done.

6 Ways to Shake Up Your Storytelling Style by @melissatydell via @write_practice

This post was written with creative writers in mind, but apply these principles to your B2B stories and see where they take you.

SEO Simplified: 7 Techniques You Can Do in One Hour or Less  by @singlegrain

Mystified by SEO? You don't have to be. Here are seven quick but powerful tactics to improve your performance.

How To Write Seductive Sales Copy Like Apple by @HennekeD via @KISSmetrics

This post gives all the secrets away.

 

 

Comments: 22
Savvy Sisters - Fri Oct 19, 2012 @ 07:00AM
Comments: 22

Savvy Week in ReviewHere in New England we're enjoying some crisp fall weather. These invigorating days make you appreciate the moment. And with that in mind, it's time to savor all the inspiring thoughts that have been added to the blogosphere this past week. So take a few moments and let yourself get fired up. Enjoy!

The Savvy Sister

7 Content Marketing Strategies for 2013 via @junta42

Such sensible and easy-to-follow advice. Get on it! 

3 Digital Marketing Strategies you Should Not Ignore via @jeffbullas

Search, content, social - bring it together for a WOW 2013.

5 Steps to Make Your Organization Sound Human Online by @davidleeking via @ShellyKramer

No one likes dealing with a faceless company. Bring the human element to your marketing with these 5 steps.

Social Media Good Samaritan donates tweets to save businesses by by @PavelNovel via @markwschaefer

Love this story. A real world example of social media making a big difference for a business.

The 5 Stages of Your Content Marketing Evolution by @crestodina

LOVED this visual and narrative overview of how our marketing evolves. What stage are you at?

Brand Content: Get More from Your Marketing with “Triple Plays” by via

Practical advice on providing content throughout the buying cycle.

6 Ways to Create Content that Catches Attention by via

Ever heard of "reticular activating system"? Probably not...but you need to get up to speed on it if you're going to get your prospects' attention.

 

 

Comments: 22
Michele Linn - Thu Oct 18, 2012 @ 11:59AM
Comments: 76

file0001419571127.jpgA fellow marketing professional and I were chatting the other day, and she told me she had been approached about guest blogging. She was interested, but she wasn’t sure if it was the right fit for her business and what she needed to know.

As many of you B2B marketers have experienced, the more you write, the more people will approach you to write for them. How do you know if it is something worth your time? What questions should you ask to make  the process run as smoothy as possible? Here are 8 considerations – from my perspective as someone who has written guest blogs and who has edited hundreds of posts.

Who is the audience for the blog?

This should go without saying, but make sure the audeince for the blog is one you want to attract in your marketing efforts. Ask the editor to get as specific as possible. For instance, at the Content Marketing Institute, we are (obviously) writing for content marketers, but more specifically we are publishing posts geared towards marketers at mid-to-large size organizations. This nuance is important because these marketers have different challenges than those who work for small business. Along the same lines, ask how large the readership is so you can determine what priority to place on the opportunity.

What are the guidelines around republished content?

Some blogs accept content that have been published elsewhere, and others only will consider something that is original. Figure out what is needed so you can plan your time commitment.  On a related note, you also may want to find out if and how quickly you can republish your article on your blog or another source.

How does the editing process work?

Some blogs will publish your content mostly as-is, while others go through a fairly extensive editing process.  It’s good to understand how much your work may be changed and how much of your time may be entailed after you submit your post. Also ask if you will see the edits before the post is published or if the editors will work directly with you.

How will I be notified of comments?

As a blogger, you likely want to follow up on any comments your post receives, but if you are writing for multiple sources and/or you are uncertain when your article will be published, it’s good to know how you will be in the know when it comes to comments.

What is the distribution process?

One of the reasons you want to  blog for other sites is to get your name out there. If this is important to you, ask how your article will be shared on social networks and if it is automatically syndicated to other sites. You may also want to see what the expectation is for you to promote your posts. 

What type of posts have been best received by your audience?

Different audiences like -- and have come expect -- certain types of content from various blogs. To make sure you are writing the right kind of post for that blog's audience, ask to see a few posts that have been especially well-received. You'll also get to see what is typical in terms on social sharing if you want to benchmark your efforts against other articles on that blog.

Are there certain topics you want to cover?

Some blogs are very niche, or the editors only want to run certain types of posts. For instance, at the Content Marketing Institute, we only accept  posts that are a how-to, case study or example. While we have received interesting posts that fall outside these categories, we typically do not run them. 

Will I be notified of publication date?

Along the same lines as the editing process, every blog has a different approach to letting you know when your post will run. If you only want to run on certain dates or if you want to be on the look out for comments, make sure you ask when your post will be published. 

What questions what you add to the list? Do you have any other advice for guest bloggers? Let us know in the comments. 

Comments: 76
Savvy Sisters @savvy_b2b - Fri Oct 12, 2012 @ 06:28AM
Comments: 26

Savvy Week in ReviewWe were wondering where September went, and now we're already halfway through October. At this rate, we'll be sending New Year's greetings tomorrow! 

For those of you in our neck of the woods (the northern hemisphere), we hope you're enjoying the fall season in all its tempestuous glory. Here, near Boston, we've had unseasonably warm temps followed by weeks of rain, and today's dropping temps brought out the polar fleece.

Whatever the weather where you are, the blogosphere is always a cozy spot to enjoy the wit and wisdom of our fellow B2B bloggers. We hope you enjoy our favorite picks and have a wonderful, fall-ish weekend! 

The Savvy Sister

How to Create More Powerful Content Marketing Stories via @junta42

Manya Chylinski provides some excellent pointers on how to identify and craft a brand story that works. This one's a keeper.

5 Steps to Developing Successful Pillar Content via @singlegrain

Everyone says you need pillar content, but here's a post that tells you how to create it.

The Top 10 Reasons your Home Page Video fails at Converting Customers via @KISSmetrics

Video - it's hot, it's what the people want. So, you give it a go, and ... it flops. What's up with that? This post will enlighten you.

Gartner – Secret to Social Commerce Success: Infomercials by @marsattacks

Use the three elements of successful infomercials to drive your social campaigns.

Three Poisonous Metaphors in B2B Content Marketing by @DougKessler
Check out this breezy SlideShare presentation for the three broken metaphors that lead to lazy marketing.

 

 

Comments: 26
Stephanie Tilton - Wed Oct 10, 2012 @ 06:00AM
Comments: 96

Last week I had the pleasure of attending the MarketingProfs B2B Forum in Boston. As MarketingProfs says, this isn't just another event. “It's the event for B2B marketers who aren't afraid to be distinctive, get inventive, and push their businesses forward.” And they back that up with plenty of sessions that get you thinking about what you can do differently to take your B2BForum.pngmarketing – and business – to the next level. The good news is that you can tap into some of that goodness.

B2B Marketing Innovation: 33 Tips From 33 Innovators – Lee Odden, who gave a keynote at the forum on how to integrate content, search and social to optimize the funnel, pulled together an eBook with his team from TopRank Online Marketing. This eBook highlights B2B marketing innovation and features advice from speakers from the likes of Cisco, IBM, SAP, Salesforce, and Silverpop who spoke at the conference. Get your free copy now

Wondering if it makes more sense to devote budget to customer acquisition or to developing existing customer relationships? Sam Fiorella and Jeff Wilson of Sensei Inc. went toe-to-toe at the forum in a passionate debate on this topic. Find out where they each stand in these posts summarizing their positions:

Social Media Influence: What Is It Really? (And Why Care?)

This interview with Alan Belniak -- a conference presenter and global director of social media for PTC -- shares insights into this hot -- and often misunderstood -- topic. 

Are You Diving Deep Enough Into Your Buyers’ Heads?

If you're looking for a keen understanding of what it takes to succeed with buyer personas, read this summary of Adele Revella's session.

Talkin’ and Doodlin’ About B2B Blogs

Check out this fun visual wrap-up of Mack Collier's blog chat covering B2B marketers' biggest blogging challenges.

Is Your Content Sourcing Conversations?

This summary of Ardath Albee's session will get you thinking about new ways your content can be hard at work for you.

Solve Your Four Hairy Demand-Gen Data Challenges

Get answers to your most pressing questions around data hygiene and management, best use of all your data, targeting and segmentation, and aligning demand gen and marketing ops from a panelist of smart marketers.

 

If all these sneak peeks have whet your appetite for more from this year's Forum, take advantage of this opportunity to tune in as MarketingProfs offers (most of) the best of its conference on demand.

Did you attend this year's conference? What were your top takeaways?

About the author: Stephanie Tilton is a content marketing consultant who helps B2B companies craft content that nurtures leads and advances the buying cycle. You can follow her on Twitter or read more of her posts on Savvy B2B.

 

 

Comments: 96
Savvy Sisters - Fri Oct 05, 2012 @ 09:00AM
Comments: 19

Ah, October. If you are like some of us, this may be your favorite time of year with the cooler weather and changing colors. While you are soaking in fall, enjoy some of these posts from the week. Anything to add? Let us know in the comments.

Savvy Week in Review

The Savvy Sister

How C-Level Executives Validate Their Vendor Choices via

Important insights from a recent C-level buyer persona study conducted by SiriusDecisions.

B2B Marketing Innovation: 33 Tips From 33 Innovators [E-Book] via

A cool eBook created by Lee Odden and his team at TopRank featuring advice from speakers at the MarketingProfs B2B Forum conference in Boston.

The Content Boss: Who Heads Content Marketing And What Falls Into Their Purview? by via

Rebecca Lieb of the Altimeter Group lays out why someone needs to run your content marketing efforts and just what that takes.

B2B Marketers: Denial is Not a Strategy – by @dougkessler

If you still have not embraced the “B2B marketing revolution,” Doug Kessler’s wake-up call is one to read.

5 Digital Marketing Skills Needed for Success – by @findandconvert

Lately, I keep thinking that great marketers need to understand so much more than marketing. Bernie Borges lays out skills that you – or someone on your team – needs to have.

Why You Need to Market Your Marketing – by @jaybaer

Have you created a new app or eBook and are excited because your work is done?  Don’t move on to the next thing quite yet. As Jay Baer reminds us, we need to market our marketing.

How To Rebrand: 19 Questions to Ask Before You Start by @davidbrier

A great perspective and list of questions so you don't get rebranding wrong. 

Pictures are east. Words are hard. by @MichaelWolffNYC

Words matter. Do you have someone on your team who knows how to wield them?

Want Your Message To Stick? Tell A Story. by @99u

We've said it a hundred times, we'll say it a hundred more. Stories work. 

 

 

... and just for fun - here, discovered via @shellykramer and @kmueller62 is THE worst movie death scene ever. (I've felt like this on some days, but never on a Friday!)

 

Comments: 19
Jamie Lee Wallace - Wed Oct 03, 2012 @ 08:48AM
Comments: 28

girl_walk_road.jpgIt doesn’t matter how big or small your company is. It doesn’t matter if you’re B2B or B2C or B2monkeys. It doesn’t matter if you’re selling widgets or whatsits or high-end consulting-on-a-stick. Each business has the same single, most valuable asset and many of them squander it on a daily basis. I blame marketing.

You see most marketing has a pretty big blind spot when it comes to existing customers. Most marketing is all jacked up about getting leads and landing the next customer. Most marketing is kind of a jerk when it comes to loyalty and longevity. It behaves more like a sleazy operator who is only out for a one-night stand. This type of marketing is deeply immersed in the “hunter mindset” – you know – the one that’s all about “targeting” and “capturing.”  (…or, putting notches in the headboard. Eww.)

Where’s the sense in that?

Why go to all the effort of “capturing” new business if you’re just going to dump it the next day for the hot, new thing that walked through the door? How about instead of leaving your customers for dead, you took the time to nurture your relationship? Tell me, what are you doing to keep the romance alive?

Too many brands respond to that question with a blank stare. Mistake.

That’s how affairs start. Take your customers for granted and their hearts will start to wander. They might suddenly look up and realize that the grass looks a lot greener on some other brand’s front lawn. That spells trouble for you on multiple fronts. Not only do you potentially face being dumped, you are losing out on your easiest and most profitable sales opportunities. It’s a well-known fact that it’s less expensive to sell to an existing customer than to land a new one. Lose a customer and you’re literally losing profits right off the bottom line.

So – what should you do?

To keep your customers deeply in love with you, you have to continue to woo them long after you’ve initially won their business. Make them feel special. Show them you care (talk is cheap, people). Listen to them and pay attention. Skip the flowery whispered nothings and deliver the real goods. Be there when they need you. Keep your promises. Fess up when you screw up and – for the gods’ sakes – say you’re sorry.

Still not sure where to start? Here’s a quick brainstorm of ideas for small (and big) ways you can show your customers you still think they are all that and a side of fries:

Exclusive products/services/access

  • Create and deliver a stellar customers-only newsletter with insider tips, tricks, specials, and events
  • Offer customer-only access to in-house experts via webinars, forums, or live Q&A calls
  • Publish content that’s designed to serve the needs of customers (instead of to sell prospects)

 

Ask them what they are thinking (and listen when they tell you)

  • Run routine satisfaction polls
  • Have a prominent feedback form or “idea box” on your site – actually read (and respond to) submissions
  • Do bi-annual customer survey that lets them get really in-depth with feedback
  • Deputize key customers to help you make your products and services better – invite them to participate in internal conversations, give them a seat at the table

 

Say thank you

  • Don’t take any customer loyalty for granted – show your appreciation all the time
  • Offer special deals – give stuff away
  • Surprise them – delight them – give them something to talk about
  • Remember the power of the “just because” gift … no strings attached

 

In short, be real and treat your customers the way you’d like to be treated. Your customers truly are your most valuable asset and they deserve your deep appreciation and undying loyalty. Deliver that and you’ll have a customer for life and an evangelist for your brand.  It doesn’t get better than that.  

What are you doing today to make your customers feel loved? What can you do tomorrow?  

 

 

JME5670V2thumbnail.jpgAbout the Author: Jamie is a freelance strategist, teacher, and copywriter who partners with solo entrepreneurs to define and market their brands. Her specialties include brand development, social media strategy, and content marketing. Enjoy more of her posts, visit her site at Suddenly Marketing, or drop her an email.

This post originally appeared on Jamie's Suddenly Marketing blog. More posts by Jamie.

Image Credit: C & More

Comments: 28
Savvy Sisters - Fri Sep 28, 2012 @ 08:00AM
Comments: 28

 

If you're like us, you're always trying to squeeze every last moment from each day. That's why we think you'll appreciate this week's roundup of inspiration from around the blogosphere -- because we've taken the time to Savvy Week in Reviewpull this list together, you can just sit back and soak them in. Enjoy!

 

The Savvy Sister

 

 

5 Tips for Mapping the Customer Journey by via

Key steps for engaging prospects and customers with the right content at the right time. [reg required]

10 (More) Amazing Videos About the Creative Process via @99u

Looking for some inspiration. Step outside the world of B2B marketing and try these on for size. 

How to make your site mobile friendly by @dmscott

Your customers are on-the-go. Are you keeping up?

B2B Lead Gen: A/B split test helps increase quote requests 262% via @MktgExperiments

Another great case study with examples and details.

QuickTip: Increase Web Conversions with the Hello Bar by @diannahuff

Been meaning to install this simple, little plug-in. Now I have even more reason to do so.

50+ Creative Twitter Headers for Your Inspiration by @wchingya

Have you updated your Twitter profile with a new header image? Here are some creative ideas to get you inspired.

Why You Should Replace Your Sales Reps with Ambassadors  via @KISSmetrics

Here-here!!!

5 deadly marketing mistakes you can avoid with ease by @margieclayman

They are and you can. 

Apps to Make Your Blogging Life Easier by @LisaBarone

Do you blog? You should be using these apps. 

Comments: 28
Michele Linn - Wed Sep 26, 2012 @ 03:20AM
Comments: 82

file000115012376.jpgEBooks are a staple of many B2B content marketing programs, but they can be a lot of work to do them well. Here are a two simple ideas on how to get a bit more from the eBooks you are creating.

Put eBooks on Slideshare

While many marketers are using Slideshare for presentations, I think you should seriously consider it as a primary channel for eBooks as well because it has such a far reach.  For tips on how to design for Slideshare, check out this post from Gregory Ciotti on 10 Slideshare Strategies that will Boost Your Content’s Value.

Because much of the content on Slideshare is  open access, you may not think it is a good channel for eBooks you are using for lead generation, but think again. Slideshare can be a great way for you to get leads.

For instance, we produced the Ultimate eBook: 100 Content Marketing Examples at CMI. While this is available for download on our site behind a registration form, we also placed the first 10 examples on Slideshare and then used a call to action to download the entire guide.

 

Proactively gather more content than you need

TopRank Online Marketing recently developed the eBook, 29 Secrets About Content Marketing.  I liked the approach that Lee Odden and his team took with this piece.

As the title implies, the eBook reveals 29 secrets from content marketing special agents. As they gathered information for the eBook, Lee and his team did longer interviews with some of the participants. Then, the week prior to the release of the eBook, they ran a series of interviews with people such as Pam Didner and Jason Falls.

Not only was this a smart distribution strategy and a boost to the editorial calendar as they has a week of posts, but I imagine it was not too much more work as they were already reaching out.

What other quick tips do you have for creating and distributing eBooks? Share them in the comments below. 

Comments: 82
Heather Rubesch - Tue Sep 25, 2012 @ 11:32AM
Comments: 54

It has been a crazy week.  I have had no time to hunt for a toolkit to feature.  So I was beyond thrilled when a great one hit my inbox this morning.  Thanks to Brody and Jayme my local Kansas City Peeps who put out this Template for Killer Blog Posts today on their blog.  Brody drives home in the opening paragraph what most of us who blog about content marketing have been evangelizing for years and that is that blogging drives traffic!  Much of it new first time traffic so you have no excuse not to make time to do it.  This post gives you a great get started guide.

I wholeheartly suggest you follow them on Twitter at @allurenewmedia for other great tips!

 

Tags: Toolkit
Comments: 54
powered by Doodlekit™ Free Website Builder