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Five Content Marketing Tips for B2B Success

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Guest post by Mark Pinnes.

Business content is a turn off for 70% of consumers—that’s according to research by Flagship Consulting in association with The Economist Intelligence Unit. However, this figure is not surprising when, according to the research, 93% of marketers can’t resist trying to connect their content to the product, and 70% even measure their content by the number of calls from prospects.

What is B2B marketing - 5 content marketing tips

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Of course, these stats don’t diminish the potential of content marketing, which offers a wealth of new opportunities for marketers. But, creating great content that reaches the right audience with the right messages is no simple matter. There are lots of ideas, lots of theories—but also plenty of guesswork going on.

Having conducted the research with The Economist Intelligence Unit, and having had plenty of content marketing practice, here are five top tips to success: [Read more…]

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7 Reasons Why Your Business Blog Is Failing (And How To Fix Them)

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Guest post by Eric Brantner.

Having an online presence is all but a necessity for businesses today. Some would even go as far as saying that if you’re not online with a regular stream of fresh content, you don’t exist. While this may seem a bit harsh, there is some validity to that statement.

Common blogging mistakes to avoidSo what’s a small business owner like you going to do about it? You can always set up a Facebook page or establish a company Twitter account, but these platforms may not be the best for every type of business. That’s why a regularly maintained blog is a must-have for every business.

Anyone can start a blog for their business. But that doesn’t mean they’ll be successful. Blogs are hard work. Unfortunately, many people become discouraged and abandon their blogs in frustration. But not you.

You’re more tenacious than that. And with the know-how and a little elbow grease, you can make it better.  Read on to figure out which mistakes you may have made, and how to set things right.
[Read more…]

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15 Questions to Ask When Hiring an SEO Professional (Seriously)

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Organic (non-paid) search is the largest single source of visits for most B2B websites. The majority of sites generate between 40% and two-thirds of their total traffic from search. Making sure your site is as highly visible as possible in search and maximizing visits requires professional SEO help—whether that comes from inside your company, or from an expert SEO consultant or agency.

If you’re hiring SEO expertise from the outside, how do you make sure you’ve found the best expert or agency for your needs?

How to hire an SEO expert

First, ask other business owners and marketing leaders, in your network or your favorite LinkedIn group, for references. These are often your best leads.

Second, do some online research. But beware of guides written by SEO professionals that are really more about why you should hire them than about making the best choice. (Since I’ve now left the consulting world, this post is my most objective guidance.)

Third, once you have a short list of SEO consultants or agencies to consider, ask them the following 15 questions to help ensure you select a resource who can both meet your needs and is someone you’ll enjoy working with.
[Read more…]

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How To Improve Your Email Subject Lines And Get Better Results

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Guest post by Christelle Macri.

In email marketing, the subject line is of paramount importance. It is, after all, the primary element the recipient will refer to when deciding on whether or not to open the mail in the first place. Yet, despite this, many companies sending email marketing messages fail to give subject lines the attention they deserve.

How to write better email subject linesThe primary purpose of a subject line is to entice recipients to open the email message. However, a truly great subject line can achieve so much more by telling them something about your brand and driving sales—without sounding like spam. Here are three useful tips to help you achieve far greater results.

1. Make Your Subject Lines Less Generic

Research carried out by Phrasee, an email subject line optimisation company, found that 63 percent of all emails sent by retailers fall under the category of “generic,” meaning they could have been sent by any company and say nothing about the brand itself. An example of a generic email subject would be: “This Weekend – 4 T-Shirts For £50!”

[Read more…]

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How to Calculate the ROI of Social Media Marketing [Infographic]

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Quick: Can you list the goals of each and every one of your social media efforts? Do you know how each campaign performed when measured against those metrics, and how they contributed to the bottom line?

How to calculate ROI of social media marketing - infographicIf you’re like many marketers, those questions probably bring a quizzical look to your face. So much of social media is on the fly—a response rather than a plan—that it can become a slippery planning slope for companies, especially those that are understaffed. But it doesn’t have to be that way. In fact, setting goals is a key component of establishing a process to measure social media profitability.

There remains some debate about whether social media ROI can be measured. ROI skeptics point to several issues, among them: [Read more…]

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