Posts Tagged ‘Advertising’

Five Reasons Why Inbound Marketing Is Going To Become Big In 2013

(Special Guest Post From Tiffany Torbert from Agency Platform)

The world of online marketing has undergone some major changes in the past year. We’ve been watching as social media underdog Pinterest quickly gained ground. We’ve seen an aggressive political ad war, and watched several IPOs and acquisitions occur. So what’s on the horizon for 2013?

A recent study performed by the Fornaise Marketing group uncovered a disturbing statistic. The study found that 73% of executives are working under the assumption that marketing isn’t driving demand and revenue. This will have to change. As a result, marketing will be playing a more critical role in revenue generation in 2013.

It stands to reason that CMOs and senior executives will be allocating more resources into creating a strong inbound marketing engine in order to generate more interest, traffic, leads, and conversions. This has to happen. Here’s why:

Google Updates are Turning SEO Upside Down

In the past, search engine optimization has been about knowing the tricks of the trade. SEO is rapidly changing. Having the right H1 tag or the right keywords won’t cut it. Overall, SEO has moved further away from on-page SEO. The focus has turned to various components of off-page SEO

Search Has Become More Social
There is a huge positive trend towards the amalgamation of search and social. SEO is evolving into a process that involves creating high quality, original content that can be socially consumed and shared. This is a great development. People will have more access to relevant content and this should make the conversion process much more reliable.

Inbound Marketing Trumps SEO & Other Marketing Strategies
Let’s face it; inbound marketing has more adoption than SEO and other online marketing. Previously, SEO and marketing automation dominated the scene. Unfortunately, this “set it and forget mentality” won’t cut it now. In theory, marketing automation should have been a marketing dream. In reality, this often resulted in content spam and a nurturing process that overwhelmed users with constant marketing messages.

Inbound Marketing Tools and Validation are Widely Available
It’s become much easier to see results from marketing efforts now. We can measure almost every part of the process. There are no more hit and miss strategies. Accountability is a huge reality in revenue generation. As more widgets, gadgets, and devices enter the market, marketers will have to determine how to best use each platform. Applying old models to these new technologies just isn’t possible.

Practitioners are Seeing Results
You can’t argue with facts and figures. Now that we can see results of inbound marketing efforts more accurately, there’s little excuse and no room for fudging. We can now trace the results of every campaign.

This is wonderful and somewhat scary.
There’s no room for argument. Inbound marketing is going to be huge in 2013. There’s no way around it. Marketers will have to adapt or die in the face of this new development.

Inbound marketing is a great way to achieve more conversions and more revenue. We can be sure that we’ll be seeing more developments around this phenomenon as the year progresses.

(This article provided by Agency Platform.  Agency Platform provides white Label Inbound Marketing Software that suits for inbound marketing agency that helps to stay on track, share and collaborate, work faster and close more deals. )

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The New Way To Leverage LinkedIn To Personalize Your Digital Campaigns

Delivering relevant content to the right audience is the best way that today’s marketers can maximize the effectiveness of their campaigns in today’s increasingly noisy digital space. This is particularly challenging when targeting new prospects where you may not have useful data for segmentation and personalization. You may fall back to a “shotgun” approach of sending the same message to a wide audience. Even if you can capture your prospect’s interest in your e-mail or banner ad, you will most likely drive them to a “one size fits all” landing page or web site – forcing your prospect to find the data that is most applicable to them.

As a marketer, what excites me about social media networks like LinkedIn and Facebook is finding ways to leverage the relationships and data that people add into the network on a daily basis. If I can personalize a campaign based upon a prospect’s connections, their likes, their school, etc. as well as their title and company, I am much more likely to have my message resonate.

Both Facebook and LinkedIn offer targeted banner ads where you can create unique banner ads targeting specific people based upon their profile data. Through Facebook Connect, companies are able to leverage that data to personalize an experience based upon their Facebook profile data. However, particularly in the B2B space, more and more companies would like to leverage the up to date data within LinkedIn to customize their campaigns. Until recently, this has been difficult to do.

Enter LinkedIn’s updated API which has been combined with an award winning development effort to not only allow you to target specific people, but pass on that profile data to a personalized landing page. This opens the door to things such as:

  • Personalizing case studies and value propositions based upon company, title, and industry.
  • Displaying connections between your prospects and your company and/or existing customers.
  • Recommending products and solutions based upon company size.
  • Mixing in prospect specific data gathered from outside studies or reports.

Companies like Microsoft, AARP, and Vestas have already begun to embrace this approach. For example, Vestas, one of the world’s leaders in Wind Turbine Technology, used this technology to target C Level executives at Fortune 1000 companies. Dynamic banner ads (as well as targeted LinkedIn Inmail messages) were pushed to specific people at the targeted companies. Anyone who clicked on the link was brought to a microsite which is personalized specifically for them based upon their LinkedIn profile data and data from a Bloomberg study.

   

 

Do you want to see how powerful this can be? Click on this link for a personalized live example specific to your LinkedIn profile.