I’m usually asked this question in the context of gaining buy-in from leadership making investment decisions in marketing programs. How does social media add value to business objectives? Drive bottom-line outcomes? This isn’t an ROI calculation on clicks per CTA (conversions, registrations, downloads, leads, etc.) but rather, social media as a driving contributor of top-line organizational initiatives.
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Here's a little tip for my fellow designers. If you've ever used Photoshop's "Export Layers to Files" or "Export Layer Comps to Files" functions you'll likely have noticed how limited your options are when it comes assigning file names to the images that Photoshop outputs. By default, Photoshop prompts you for a filename prefix and then auto-generates the rest of the filename, adding in a zero-padded number sequence, 000X, that many people find unnecessary.
This summer’s blockbuster movie hit, Inside Out, brought new awareness to the impact of embracing the full range of human emotions in all situations. Professionals in myriad industries latched onto the notion to help them better connect with their audiences—marketers included—and it appears to be working.
Here at McBru we have several mascots that like to hang out around our cubes. They've been collected over the years and have become our cherished companions. So we thought we'd introduce them. Let us know who's your favorite!
What could sound more selfless and altruistic than the “sharing economy?” You know, where Airbnb helps you share your apartment and Uber helps you share your car?
Except that sharing isn’t exactly an accurate word to describe the exchange of goods and services that occurs when Airbnb helps people book a private room or Uber helps someone hail a ride in a private vehicle. As a technical marketing writer, that got me thinking.
“If we had to pick one key theme that has emerged from this year’s B2B research, it would be this: If you want to be more effective at content marketing, document your strategy.”
This introduction to the 2015 B2B Content Marketing Trends report by Joe Pulizzi and Ann Handley nails it. B2B marketers know first-hand that the right content timed to the customer journey where and when they want to consume information is the path to engagement (a.k.a. affinity, demand gen, sales). But is it the starting point?
Vine, the 6 second video loop has long since established itself as a serious contender in your social media toolkit. And for B2B marketers, in your socialized event strategy. Why? Because people like visual interactions, and events offer a ton of opportunity for attention-getting video. This converts to higher engagement, affinity and leads with audiences that have the same interests as you or your brand, whether at the event or tuning in virtually on Twitter. People also have short attention spans so 6 seconds is a great match to fly in for a quick snack to whet the appetite for more content.
A significant component of lead gen programs (which help generate new customers for your business) is the practice of including forms on your landing pages. Lead gen forms present a key opportunity to collect information on your potential customers. The information you collect can be used to nurture the relationship, until they (ideally) become an actual customer.
Though email marketing may seem like a holdover from the era of Netscape and Windows Me, in fact it’s healthy and growing stronger every day. Why is that important news to tech B2B marketers?