Internet Marketing Strategies

David Reske to Speak at Miami’s Big Data & Marketing Innovation Summit

David Reske to Speak at Miami’s Big Data & Marketing Innovation Summit

On Wednesday, November 2nd, 2016, David Reske will speak at the Big Data & Marketing Innovation Summit, held at the Shelborne Wyndham Grand South Beach hotel in Miami, FL. David’s presentation on “Creating an Innovative and Data Driven Marketing Culture” will begin at 10:50 am. [Read more…]

Four Ways Companies are Underutilizing Marketing Automation Systems

Marketing automation is technology that lets you engage with buyers and influence sales in a way that makes your marketing and sales team more effective.

According to one study, nurtured leads produce an average 20% increase in opportunities compared to non‑nurtured leads. Imagine if you could instantly make your whole marketing budget 20% more effective. That 20% will produce a large ROI in additional sales revenue.

The goal of most marketing automation programs is to increase the quality of the leads that are generated, and increase the productivity of the marketing team and the sales force. If the marketing automation program is implemented correctly, it will result in measurable improvements in the form of higher campaign conversion rates, higher email open rates, higher sales close rates, and a shorter sales cycle.

In my experience, there are four ways that people are underutilizing their marketing automation systems: [Read more…]

The Buying Process Has Changed: Three Things To Do Now

Are you prepared for the way your customers are buying today?

The buying process has changed dramatically in the last five to ten years. In the past, especially in business to business sales and big ticket consumer sales, your sales team was really in control of the buying process because they provided most of the information that buyers needed. They were the primary link between the buyers and your product.

Today, that has changed dramatically. Buyers can get information on your products and services in a variety of ways. Buyers are now in control of the research process due to their access to a [Read more…]

#LinkedIn Showcase Pages: What You Need to Know

In another major content and design change from a leading social media platform, LinkedIn has decided to retire their Products and Services Tab and will replace it with the recently introduced Showcase Pages. In this post, I will outline why LinkedIn made this change, what you need to do now to minimize any downside of this change and what you should consider before creating a Showcase Page.

LinkedIn has been doing quite well over the past year, expanding their presence from providing B2B networking and job opportunities to a top provider of traffic to company websites. Now public, LinkedIn is under extreme pressure to leverage their 300 million users into revenue from advertising and subscriptions. Other social media platforms have rolled out new redesigns that maximize visual presentations and LinkedIn has been forced to follow suit. Meanwhile, top brands are looking for new opportunities to promote their products and advertise on those pages directly. Showcase Pages address all of these needs but not necessarily your needs.

How are Showcase Pages different from the Product and Services Pages?
The Showcase pages will allow you to post an update directly on the page which was not possible on the Product and Services Pages. This option will provide you better targeting options, especially if you have a broad target audience and want to do a better job segmenting your content. In addition to advertising, analytics will be available for you to track engagement, trends and demographics of your followers. Design has also been improved with a large hero image. You will be able to create up to 10 Showcase Pages off your company page. Here is Nowspeed’s Social Media Marketing Showcase page.Linkedin Showcase Blog Post Image

What do I need to do about my existing Product and Services Pages?
On Monday, April 14th, the LinkedIn Product and Services tab will be retired so it is important to archive a copy of these pages before this deadline. Spend particular attention to any recommendations of your products or services by customers or partners. These can be very valuable for your marketing efforts.

Should I create a LinkedIn Showcase Page?
You will first need to decide which of your existing products or services should be promoted and remember you are starting with zero followers on your Showcase page. The biggest impact of creating a Showcase page will be your time, you will now need to create and post relevant content on this new page in addition to posting on the primary company page. While you probably won’t post as often on the Showcase page, it could add an additional 50% to the amount of time you are spending updating your primary company page. Adding ten Showcase pages could increase the time you are spending on LinkedIn by a factor of 5 or more. It might make sense to first create one Showcase page as a test to see how much time it is adding to your workload. Based on the time effort and the potential for brand dilution, some people are recommending that you shouldn’t create Showcase pages, especially if you are a small business.

Will these new Showcase pages increase engagement on your LinkedIn page?
The jury is still out on the impact of Showcase pages but what is true is that the changes to social media platforms are coming fast and furious. Marketers need to be responsive to these new changes but should be cognizant of the reality that using social media platforms to promote their brands is a form of digital sharecropping. Brands don’t own their social media platforms, they only invest time and effort to create content for their audiences on these platforms that can be taken away at any time, either by changes like this one or by account suspension.

Can we help?
Good luck with your new LinkedIn Showcase pages if you decide to create one or more and please contact us if you need help building your new pages or if you are not getting the results from social media marketing that you want or expect.

How to Create an Agile Marketing Organization

According to the Gartner Group, US companies now spend an average of 2.5% of their revenue on digital marketing, which is growing by about 10% a year. And some marketing programs, such as social media and mobile marketing are growing at 20-30% annually. For many companies, leveraging digital marketing and achieving marketing success has been difficult due to the complexity and rapid evolution of these marketing programs.

A new marketing framework called “Agile Marketing” can help you deal with this complexity, adapt to change, accelerate your programs and accelerate your results.

Here are 5 steps to creating an Agile Digital Marketing Organization.

Step Number 1 – Create a New Customer Relationship

Today, it’s not good enough to have a single, simple view of the customer that does not change.  You need to create a more detailed, fluid and nuanced view of the customer and then organize this view into user stories to make sure everything you do, and every project is based on a customer need.  Once you have this, it’s important to keep it current by listening to real feedback in online conversations from social media so that you can stay on track.

Step Number 2 – Create a New Planning Process and Iterative Release Process

Agile Marketing has a bias toward action.  You cannot get by with a fixed annual plan or a long term ad budget.   You can, of course, plan to use all the best digital marketing tools, such as your Website, SEO, SEM, and Social Media, but hold some of your budget in reserve and reallocate monthly to back what works best. A 70/20/10 allocation is a good benchmark, with 70% on existing marketing, 20% on programmatic marketing and 10% responsive. It is also helpful to plan to release marketing programs every 2-4 weeks and measure the results.

Step Number 3 – Create a New Decision-Making Framework

In many organizations, the loudest person in the room with the most conventional wisdom drives the agenda. In an Agile Marketing organization, the metrics and the data drives the actions, not the other way around.  My philosophy is that everyone has an opinion once, and then we test.  It’s critical to create a test plan on campaigns and content so that you can improve and document results.

Step Number 4 – Create New Integrated Marketing Goals

Agile Marketing organizations create marketing plans that are integrated with sales plan and aligned with team goals, not functions or technology.  One way to do this is to organize around marketing program goals such as driving traffic, converting traffic and nurturing leads.  Driving traffic can include advertising, SEO, SEM, or banner ads.  Converting traffic to leads can include your website, landing pages, offers, and content.  Nurturing leads to become customers can include email marketing automation, social media, and re-marketing.  Integrated cross-functional teams will help you stay aligned with your goals.

Step Number 5 – Create a New Cross-Functional Team Structure to Get Things Done.

Small teams emphasize person to person interaction to cut down on lengthy documentation and emails.  Agile Software Development has given us two key ideas to help in this area.  The first idea is “Sprints”,  where you break down big projects in to monthly or weekly sprints, so you can deliver projects frequently.  The second idea is the “Scrum” which is a daily 15 minute stand-up meeting to report on what you did yesterday, what you will do today and any obstacles. By simplifying your process and giving the team more control, you empower your people to deliver great results.

I hope this has helped you think about Agile Marketing in a different way.  Let me know if you have questions or if we can help you with any of your digital marketing programs.