Tags ArchivesB2B Marketing

Benjamin Franklin—The Father of Content Marketing? image

content marketing guide

Per Wikipedia (or your history books), Benjamin Franklin was an […] author, printer, political theorist, politician, freemason, postmaster, scientist, inventor, humorist, civic activist, statesman, diplomat. But among these titles, one may be missing—The Father of Content Marketing. Content Marketing is Older Than You Think “But Steve,” you may think to yourself, “Content marketing is a new concept. We just adopted it within the last decade and we’re on the cutting edge.” First off, I’m happy that you know my name. Second, like you, I thought I was one of the early adopters. Third, both of us are only partially right. Oxford Dictionaries Got it Wrong Even if both of us were early adopters of the Oxford Dictionary definition of content ...

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How to Market to Millennial B2B Buyers image

Marketing to Millenial B2B Buyers

The millennials are growing up, and as they do so, they move to more prominent, decision making roles. Take company B2B buying committees, for example. 82% now include at least one millennial employee. Considering the majority of buying teams now have some millennials to impress, it’s important to consider what they’re looking for when making purchasing decisions. So what roles do millennials play on their buying teams? 13% Decision-Maker 27% Influencer 17% Project Manager 38% Researcher This information shows that most millennials are not yet making the final decisions, but the fact that so many are researchers and influencers shows that they have an effect on the final decision. Without impressing them, you’ll likely never be seen by the decision-makers, ...

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Gain Active Viewers on LinkedIn image

Active Viewers on LinkedIn

Some social platforms, like Twitter, are relatively easy to grow a following. Like some posts, follow similar users; then watch your network grow. LinkedIn, however, is one of the more difficult platforms to gain engagement and viewers on, but it’s not impossible. Social Report provided some advice on gaining active viewers, as listed below. Utilize Oversized Pictures The right picture can draw in readers and vastly more numbers than even the most catchy of titles. Maximize the impact of your images by going beyond the standard thumbnails to include content rich material that informs your readers of the content of your article without giving it all away. The old saying that a picture is worth a thousand words is true. ...

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Link Building Tactics Part 2: 4 Important Techniques image

Link Building Tactics

Link Building Part 1 blog covered link building outreach, which is necessary to learn before approaching any of the other link building tactics, as they, too, require outreach. Link Building Part 2 consider four main tactics including: Guest Blogging Ego-Bait Broken Link Building Link Reclamation Below, we break down how to approach each tactic. Guest Blogging One effective way to build links is through guest blogging. This tactic involves you publishing your content on their blog. Step 1: Decide on what links you want to use. What page on your website do you want the guest blog to link back to? The homepage? Services? A contact form? Deciding which links you want your guest blog to link back to creates ...

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5 Great Services for Content Promotion image

content promotion

Has your engagement on your online content ever been much lower than expected? While this can be a very saddening moment in any content creator’s life, there is something that can be done to save you from that disappointment in the future. While you can promote your content yourself via social media or email, sometimes you just need to get beyond your own audience to have the most success. Content promotion could be just what you need. Content promotion services put your content on websites that have a wide audience and reach, which results in much more traffic for your site. The ultimate goal would be to make those random visitors regulars in order to build a bigger audience, but ...

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How Do You Compare to Your Digital Marketing Peers? [STATS] image

digital marketing

Adobe conducted a survey on digital marketers in 2016 to find out their priorities and challenges. The survey had some interesting finds. Digital marketing is becoming more advanced and widely adopted than ever. How do you stack up against your competition? Find out in the stats below. Digital Maturity Adobe had marketers rank their digital maturity in one of four categories: Advanced, Focused, Emergent, and Nonexistent. Their definitions are as follows: Advanced: Data mostly integrated, best practices generally followed, automation common, strong technical skills. Focused: Data and processes somewhat integrated, automation common, solid and expanding technical skills. Emergent: Basic data integration, some automation, growing technical capacity. Nonexistent: Limited data in silos, no automation, low technical capacity. Only 19% ranked themselves ...

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Make the Most Out of Your Email Marketing Strategy image

Email Marketing Strategy

Don’t be so quick to blame email marketing for your woes. It may not be email itself, but rather, how you send email. Email open-rates may be underwhelming, but email has a ROI of 3800%, higher than any other digital form of marketing. So clearly, email can be very successful. What’s important is what you do with it. Your first step is to identify who your audience is. Identify Your Target Audience In order for your campaigns to be successful, they need to be clearly targeted. Use these questions to identify who you are sending to: What is your ideal subscriber like? Think demographics. Are they male or female? How old are they? Are they married or single? Do they ...

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Instagram Stories are better for Marketing than Snapchat image

Instagram Snapchat

Snapchat just went public and over the last couple years, marketers have tried to get a piece of Snapchat’s excellent engagement rates. But here’s the issue – users don’t want to use Snapchat to interact with brands. It’s personal. If you’re looking to create a branded ‘Story,’ use Instagram. It is clear that Instagram copied Snapchat’s Story feature, however, that doesn’t mean that there weren’t improvements. Instagram Stories work better than Snapchats for three main reasons: Instagram users are more likely to follow brands, Instagram Stories are public, and Instagram Stories are positioned better in the app. Customers Love Brands on Instagram; Snapchat, Not so Much Snapchat is highly engaging, but it’s more of a messaging app than one for content ...

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4 Essential Elements for Digital Marketing Maturity image

digital marketing maturity

In our last blog, we discussed what digital marketers were doing in 2016, according to Adobe. Based on the Adobe’s survey feedback, they created the “Four Essential Elements for Digital Maturity.” The four elements were: Data-Driven Marketing Customer Experience Mobile Cross-Channel Marketing Each element is crucial for advanced digital maturity. An expansion of each element and its best practices follows. Data-Driven Marketing: The Many Layers of Customer Behavior Data-driven marketing is the foundation for everything. It helps you to better understand who your customer is, what they do, and why they do it. Through better analytics, your company can dodge the risks of guessing and create more effective marketing programs. And marketers recognize these advantages. 63% of digital marketers in ...

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5 Great Examples of Email Marketing image

email marketing examples

Email marketing may not be the flashiest or newest form of digital marketing, but it’s tried and true and still extremely effective. One potential challenge, however, is making your email stand out. Consumers filter through their emails every day, clicking only what interests them, and ignoring or deleting the rest. How can you avoid being filtered out? Check out these 5 great examples of email marketing. 1. Personalize like Poncho. Poncho provides customizable emails that are both cute and clever. it offers updates on your commute and weather, complete with short bits of text and gifs. They’ll even tell you how it will affect your hair that day. Overall, a great way to provide personalized emails to subscribers. 2. Do ...

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LinkedIn Tutorial: Big Changes for Free Accounts image

linkedin tutorial

It’s no secret that LinkedIn encourages its users to use their paid membership over the free profiles. And with its most recent update, searching the network of first and second degree connections just got harder for a standard account. If you don’t intend to invest in a paid membership, here are some tips for searching your network for free. Searching the Network of a First Degree Connection Certain search abilities have been removed. You can now only see mutual connections with one of your first degree connections and their other first degree connections. Using the mobile app for this will be faster than the desktop because you now need to look page by page. Advanced Search/Second Degree Search Advanced search, ...

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Modern Marketing Trends to Watch For In 2017 image

marketing trends

Last year we predicted the Modern Marketing Trends of 2016. But times have changed; here are some marketing trends of 2017. Chatbots and AI will become mainstream. Chatbots and artificial intelligence aren’t exactly new, but their widespread adoption is. Chatbots will use AI to both learn from the users it speaks with and from sources around the web. We’re already seeing the start of chatbot and AI growth – with virtual assistants in both Apple and Google phones, on home devices like Amazon Echo, and branded chatbots on messaging apps. There are countless examples, and with both smart home technology and messaging app adoption on the rise, this trend is showing no sign of slowing down. Consider taking advantage of this ...

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EMI: The Top Ecommerce Trends of 2017 image

ecommerce trends

The focus of ecommerce lately has had one overarching trend: improving the customer experience. And it’s for good reason; by 2020, customer experience will overtake price as the main product differentiator. From better mobile capabilities, to unique unboxing experiences, there are countless ways to win over customers and great repeat business. Thanks to our friends at the Ecommerce Marketing Institute, here are the top ecommerce trends of 2017. Mobile is First Priority You may be tired of hearing about mobile, but its importance needs to be emphasized. It’s not always enough to have an adaptive website. Sometimes you need to create experiences specifically for mobile. This sometimes means creating pages mobile-first. Acceptance of mobile payments, like Apple Pay, is important ...

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Modern Marketing Partners Launches an Association Marketing Practice image

association marketing

As of Monday, November 19, Modern Marketing Partners announces its new Association Marketing Practice. which includes marketing services for professional and non-profit associations on a subscription fee basis. The Association Marketing packages will include Member Engagement, Digital Marketing Excellence, Training and Recognition programs, Event Promotion, Communities and Forums, and Sponsor Management. These packages may be customized based on the specific requirements of the association. MMP’s experience marketing associations include the Healthcare Trends Institute, the CFO Alliance, the Small Business Expo and the Small Business Education Center, the Construction Marketing Association, and more. According to Neil Brown, CMO of MMP: “Marketing is changing rapidly, and many associations have not been able to keep up with all the new marketing skills and ...

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How to Develop a Social Media Center of Excellence image

social media center

With the multiple departments and locations of large enterprises, it’s not unheard of social media efforts overlapping. This can create issues of inconsistency or duplicate content. How can businesses resolve this issue? One solution is to develop a Social Media Center of Excellence (CoE). We’re excited to have our friends at Hot Potato Social Media delve deeper into the benefits of a CoE and the process of creating one within your organization, in the article below. What is a Social Media Center of Excellence? Depending on the size of your organization, Social Media CoE will consist multiple full-time and part-time employees, and possibly outsource partners dedicated solely to the social media efforts of the business. The team works to improve ...

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Google’s Fighting Mobile Pop Up Ads, Effective January image

pop up ads

After fishing through the search results page for an article you thought would provide answers, you click a promising-looking link and are ready to delve into the content, but then a large box or tab pops up immediately in front of that sentence you were reading. It can act as a minor annoyance in some instances- you pause your reading and find the ‘X’ to press. In other instances, these pop-ups are truly spammy, either difficult to close or in a new tab entirely. On a mobile device, navigating away from these pop-ups can be a time-consuming task. Google is all for making the search experience better for the user, and is less concerned about the SEO-adjustments marketers will be ...

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Why You Should Use Personalized Marketing – And How to Implement It image

personalized marketing

Cocktail party etiquette is a good rule-of-thumb when establishing a personalized marketing plan. In this personalized marketing sequel we go a little more in-depth. We’ll note the benefits and statistics that back this strategy up, as well as some important do’s and don’ts of personalized marketing. Statistics The proof is in the numbers. Personalized marketing has great potential for greater conversion and revenue for your business. Some stats: 74% of businesses that implemented personalized marketing saw an increase in sales. 61% of those also saw an increase in profit. 55% saw an increase in loyalty. Email open rates are 29% higher when content is personalized. Personalized emails also receive 41% greater click-through rates. Despite all these stats, 71% of companies ...

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Key Takeaways from Hubspot State of Inbound 2014-2015 image

Key Takeaways from State of Inbound

For five years, HubSpot has been producing the State of Inbound Marketing. This guide is part of a survey conducted asking 3,570 respondents on their opinions surrounding the desires, strategies, and results of an inbound marketing campaign. As inbound marketing solidifies its name as a comprehensive strategy for both Business to Business (B2B) and Business to Consumer (B2C) marketers, this study is becoming the canon of best practices for organizations and agencies. Learn more from Modern Marketing Partners.

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5 Traits of Indispensable B2B Marketers image

As a Business to Business (B2B) Marketer, your leads and achievements are your lifeblood.  But what does it take to become an indispensable marketing professional?  Learn how to not only keep your job, but provide the best turnaround to your company with these five skills you need for success in 2014 and beyond. Keep Your Job, Gain Recognition, and Get the Most from Your Marketing Program What does it take? Each day, marketers face new challenges and opportunities to get the most from marketing programs.  How can you reorient yourself and your programs for optimized growth? 1. Embracing Customer Relationship Management Software Companies are adopting CRM and salesforce automation (SFA) systems to make their sales teams more efficient, and to ...

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Case Study: Concentra Healthcare image

What happens when a leading health service provider achieves rapid growth?  The team needed to attain a new image in order to continue meeting strategic brand goals.  This is why Modern Marketing Partners (MMP) offered assistance and consulting to Concentra Health in Logo Design and Graphic Imagery.  Read more to learn about the challenges, solutions, and results. Challenge: A leading healthcare cost containment service provider, Concentra grew rapidly through both acquisition and organic. As a division of Concentra Medical Centers, and after entering the healthcare provider network, messaging and branding required a refresh. Solution:  After careful planning and analysis, Modern Marketing Partners found the following solutions for Concentra: a new logo and graphic identity created and implemented in digital, print ...

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IP Lead Tracking — Just the Facts image

There’s a new tool in your marketing tool box. A tool that can identify your website visitors, that until now, often remained anonymous. IP Lead Tracking is typically a subscription service that uses analytics code and databases to deliver timely and user-friendly reports. It is reported that although 90% of B2B sales begin with a web search, only 2-3% of website visitors complete a contact or registration form. While website analytics software report traffic or visitors, page views, bounce rate and other useful statistics, actual sales leads from registrations are a fraction (2-3%) of website visitors. What if you could identify all those anonymous website visitors?  A marketing no-brainer, right? Enter IP Tracking Software Think of a Caller ID for ...

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Email Marketing Facts and Best Practices 2014 image

Email marketing, proves time and time again to be one of the most effective avenues in digital marketing. We gathered information from industry experts in email marketing to bring you the following 2014 Email Marketing Facts, Figures, Statistics, and Best Practices. A special thanks to FlightMedia, who brought together the “Ultimate Guide to Mastering Email Marketing in 2014,” we would like to share the best practices in email marketing for this year. We took the facts and statistics from this post and developed them into a simple B2B Friendly blog that will hopefully change the way you look at email marketing. The most recent averages from all 2013 Email Benchmark Reports (with an analysis of over 2.5 Billion emails) reports ...

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Direct Mail Best Practices: Part 1 image

What do you need to know about direct mail campaigns? Still a viable option to convert potential leads into customers, direct mail provides challenges and campaign structure.  In this three part article, we will teach you the best practices for developing and managing your mailing list, designing your content for direct mail, and the planning and execution needed to succeed in such a campaign. With special thanks to Eric Gagnon, contributor to the Business Marketing Institute, we would like to share the insight provided in Tuesday Marketing Notes: Executing Your Company’s B2B Direct Mail Projects Benefits of Direct Mail Campaigns Next to a promising mailing list and a hard-hitting, effective direct mail package, rapid, timely execution and diligent oversight are ...

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Social Media Importance for B2B and IT Brands image

As the content marketing generation proceeds, how will you continue to tell your brand’s story? Social media was once limited to consumer or retail brands. Now, Social Media Marketing (SMM) is becoming increasingly important to business-to-business (B2B) marketing develop leads and create customers.  In a recent Ad Age Article aptly titled “Social Media Increasingly Important for B-to-B Marketers,” the link between B2B Marketing and Social Media was confirmed.  We studied this report and offered our knowledge on how this will affect marketing strategy in 2014 and beyond. Social Media: The Single Most Important Factor in IT Buying Decisions B-to-B marketers have traditionally used a steady diet of white papers and nurturing initiatives to form relationships with prospects. But a new ...

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CMO Predictions for 2014 image

It’s the month of predictions for next year, and this is an important one for B2B Chief Marketing Officers (CMO’s).  International Data Corporate (IDC), offered their prediction regarding what Business-to-Business Chief Marketing Officers (CMO’s) can expect for the year of 2014.  Learn 10 things you can expect as a CMO in the next year. 1. Increasing Complexity and Augmented Job Description As ways to best reach clients changes, so does the job description for a CMO.  The concept of marketing is becoming more and more complex, and as firms adapt, so will their needs.  Ideas have even come across as the development of a position known as the “Chief Content Officer” to augment the C-Suite, focusing strictly the company’s voice ...

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