Using Google Analytics to soup up your social media effort
Recently, we blogged about the strides Google Analytics had made in tracking traffic coming to websites from social networks …including the Twitter button, the Facebook Like, Unlike and Send actions, and of course the Google “+1”. Posting on Social Media Today, Chad Wiebesick has dug into this more deeply, and has identified three ways that you can
Five more tips for successful webinars
Among larger B2Bs, webinars are a pretty common online marketing tactic… and why not? Along with white papers, they’re a highly effective means of communicating complex material and/or establishing thought leadership …yet they provide a level of visual interest, personality and “live” interactivity that white papers can’t touch. They can be used for brand building, as “lead bait” (i.e., as an offer behind a landing page), or as a nurturing step for prospects in the buying cycle. For those reasons, awhile back we posted a recipe for
Want to boost your B2B marketing, sales & SEO? …try video
We haven’t posted much about video in some time… maybe since “Video: the best B2B marketing tool you’re not using.” Sadly, user adoption is still increasing only glacially …while the barriers to using video continue crumbling, and the reasons for using it keep mounting up. Here are just some of those reasons… Why do you suppose schools have employed A/V since the 1950s? …because it’s how people learn. Innumerable studies have shown that
Are you nurturing just by blasting out email? Perhaps…
In a word-association test, most of us would probably respond “email” to the prompt, “nurturing” (and vice-versa). It’s simply become kind of ingrained from years of B2B Web marketing practice. So it’s useful that Ardath Albee – posting on her Marketing Interactions blog – reminds us that just sending out emails
5 tips for putting on a successful B2B webinar
In a recent post on our blog, we tried to take the trepidation out of doing a webinar as part of your B2B’s online marketing. So let’s say we succeeded: you’ve settled on a webinar platform, picked a topic and target date. Now the moment of truth is rapidly approaching: you need to promote it to capture registrations (read: leads to be nurtured later), flesh out the content to be covered, rehearse a time or two, and envision how you’ll actually run the webinar. At this point,
Could an autoresponder keep your B2B from drowning in prospects?
Some of you are probably familiar with the notion of an email autoresponder; but for those who aren’t… an autoresponder is a program that sends one or more automated messages in response to either an email or a Web form inquiry. It may be as simple as “Thanks for contacting us!” to a series of 10 or more emails sent at specified intervals. For whatever reason, autoresponders have a fairly low adoption rate among B2Bs; and Kate Headen Waddell believes that’s mostly because
How integrating a blog can help your B2B fast-track its marketing
We’ve blogged several times about why blogging is one of the best ways to support your B2B’s online marketing effort …after all, it’s the granddaddy of all social media vehicles. Sometimes we like to pretend that everyone has taken the advice by now, although of course we’re rationally aware that the data don’t really support that. So as a public service to those B2Bs still holding out (and you know who you are!), we offer the following additional reasons, extracted from a recent post by Maria Pergolino …or you may turn it around and view these points as
Converting the unconverted: don’t let those touch-&-gos get away
OK, so you know all about lead nurturing: what to do once a suspect accepts one of your landing-page offers and gives up their contact info. But what about all the others? …the ones who exit your landing page without converting, or the even larger number of “touch-&-gos” who visit various pages on your website (possibly multiple times!) and then disappear with nary a howdy-do? You basically have two choices on these: you can passively wait around for them to (maybe) come back; or you can take a proactive approach, as recommended by Christian Templeton in his recent post over… [more]
How to know when your B2B is ready for social media marketing
Once it became clear that there was real business ROI to be had, we’ve done our share to encourage B2Bs’ use of social media. We’ve always tried to temper that, though, with some judicious cautionary advice to “start smart”: by having a sound plan and provisioning the required resources. So it was good to see another recent post along those lines, in which Marketo’s Maria Pergolino explores that vein a bit further, providing a handy 6-point checklist for determining your B2B’s readiness for social media…
B2B online marketing spending set to double by 2014 – Forrester
B2Bs will double their online marketing spending between now and 2014, according to Forrester research summarized in a recent BtoBonline article. Last year, interactive marketing spending totaled $2.3 billion; it’s projected to reach $4.8 billion by 2014. Many observers have noted that the current recession has greatly accelerated a shift that’s been underway for some time, from
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