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Subject matter experts (SMEs) are crucial to content marketing success, especially in B2B. Whether accountants advising about amortization or IT managers contemplating the cloud, vital information that will help your audience — and thus help you create great content — lies trapped in your SMEs’ craniums. It’s your job to tap into those big brains and free the content.
All marketers should have three key questions in their head at all times. What do consumers really think about your business practices? What marketing approaches can I use to tell them about our business? And where do they want to hear these messages (i.e. channel preferences)? To help you get an answer to these questions, we conducted research with 2,400 U.S.
Every year when I’m in Las Vegas for MarketingSherpa Summit, I find myself on the casino floor at some point. All roads in Vegas lead through the casino. There’s bright flashing lights and sounds. Lively chatter. General bacchanalia. Gambling looks like a lot of fun, and many people enjoy it. But other than a few bucks here or there, I don’t partake.
The world is moving away from a standard view of advertising. Back in the ‘60s and ‘70s, advertising was fairly easy to identify. But what is it today? And what will it be tomorrow? These are the challenges that have been facing the advertising and marketing industry for at least the past decade.
Think about how hard you work, how much time and resources you put in to get a customer’s attention. It may be that you have methodically built up a content marketing powerhouse that pulls in new and returning customers. Or you invest a big part of your budget in social media advertising or print advertising.
Change. Is. Scary. There was a time, not very long ago, when marketers were the only ones that had the resources to get the message out about products. And they did it through print, TV, and radio ads. And because of this one-sided power, advertisers would pretty much just say whatever ridiculous bunk they could come up with to sell their product.
Skeptical Millennials (defined as ages 18-34) are a notoriously hard-to-reach demographic for marketers. But a new social media outlet can help – Snapchat. For experienced marketers unfamiliar with Snapchat, it’s like direct mail, in that you can send messages to potential customers with images. But it’s like weird direct mail that disappears after 24 hours.
When we ask marketers about their biggest challenges, budget issues are usually at or near the top. Ecommerce marketers say size of marketing budget is the biggest challenge to their companies’ ecommerce operations. B2B marketers say lack of resources in staffing, budgeting or time are the biggest barrier to overcoming their top challenges. Everybody is challenged by the budget in some way.
If you’re an entrepreneur running a startup and begin to find some success, you will likely face a crossroads: Should I bootstrap, funding the business myself with personal savings and/or ongoing revenue? Should I procure funding and give away ownership interests to a venture capitalist or private equity firm? To help you make this decision, we interviewed Brian Fricano, Founder/CEO, Sustainab.
What do you include in your social media marketing budget? Most marketers focus on elements like software and tools, paid advertising, social media management, and content creation. But let me introduce a radical idea – the physical customer experience is a worthwhile investment as part of your social media marketing budget. Sounds crazy, right? That’s in someone else’s department.
It’s paramount to emphasize a military-like service in the corporate world, according to Joe Peppers, Ecommerce Market Sector Leader, Weitz company in his MarketingSherpa Media Ce ...
Fiduciary duty. These words have been in the news lately, as the government seeks to require that financial advisors have a fiduciary duty to their customers in certain cases. A fiduciary duty is a legal duty to act solely in another party’s interests. So what this new regulation essentially means is, financial advisors must put customer’s interests before their own.
There are so many impressive things you can do with your website these days. Augmented realty. Rich animations. Micro-interactions. Interactive infographics. But I like to think of it like this … When the quarterback throws a 90-yard touchdown pass, the camera cuts to the wide receiver doing a celebratory dance, and then to the quarterback pumping his fist.
“We try to have fun with everything we do, and our audience seems to respond to it pretty well,” Gregg Barclay, Senior Videographer, SparkFun Electronics, told me in an interview at last year’s MarketingSherpa Media Center at IRCE. What it takes to produce online video marketing YouTube, Vimeo and other online video sites have lowered the bar on what it takes to use video t ...
In the article from today’s MarketingSherpa Chart of the Week newsletter, we share data produced exclusively for MarketingSherpa by Adestra and Econsultancy, which identified the mobile email marketing optimization techniques that most commonly produce excellent email marketing ROI. You can take a closer look at the data in the article – Email Marketing Chart: ROI from optim ...
U.S. media ad spending will hit $200 billion in 2016, according to eMarketer. And yet, when we asked 2,021 customers how they discover new products, advertising was the fifth most popular response with offline and online advertising tied for fifth with 27% of responses. “In-store browsing” was the most popular (59%), and the focus of today’s MarketingSherpa Blog post — “word ...
Let’s say you’re an intrepid marketer at a company. You’ve read about the power of inbound marketing, have started your company’s blog, and … now what? How do you get these subject matter experts (SMEs) to blog? And what should they blog about? Or perhaps you have an established content marketing blog — you’ve been going for years. But your SMEs are running out of ideas for blog topics.
http://www.meclabs.com/training/marketing-summit/marketingsherpa-summit-2016/session-replays More than two years ago, Door to Door Organics noticed a growing trend of customers proudly sharing photos of their Good Food deliveries across social media. Recognizing the power of user-generated content as a form of digital ...
fair use example of parody about the status of the phone company (bell) in 1 ...
Watch all of our interviews from IRCE at: http://www.marketingsherpa.com/IRCE Debbie Johnsen of The Leading Hotels of the World sat down with MarketingSherpa’s Di ...