MarketingSherpa Blog

It’s no gigantic secret that marketing has taken a turn decidedly toward the more empathetic, conversationally oriented initiatives in the last decade. The days of corporate marketing czars sitting high atop the hill of commerce, and sipping Scotch while devising cleaver ways to manipulate consumers, have come and gone.

If you want to play the game in this new social marketing environment, you’ve got to learn how to engage people in meaningful conversations.

Given a Facebook page, the average marketer figures he or she is more social than a hipster with a smartphone. They’ve checked the social “box,” and now it’s time to return to the magical land of value propositions and conversion rates because, when measured within the context of the traditional marketing paradigm, there isn’t much return on the effort of being “social.”

Of course, we know social media marketing is valuable. For example, according to the MarketingSherpa 2012 Inbound Marketing Handbook, 85% of marketers surveyed said social media is increasing in importance as a lead source, while most marketers found tactics like telemarketing, direct mail and trade shows to be decreasing in importance over the last 12 months.

Social media metrics

The problem lies in the metrics we use to measure that value. The traditional “how many, how much” metrics of historical Web analytics simple won’t do. And, while the goal of any marketing program is ROI-based metrics that truly show impact on the bottom line, many social media marketers struggle with making the transaction all the way from a top-of-the-funnel activity, like social media marketing, to revenue recognition.

So, don’t overlook the touchy-feely metrics of the social sphere to help you understand where you are and what you can do to improve. Social media isn’t paid media advertising. It isn’t a one-way conversation. Here are three metrics to get you started evaluating if you’re taking advantage of the social nature of social media:

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Attempting lead nurturing without strong content is like hosting a Monsters of Rock show during a power outage.

The results will be disappointing.

That’s because effective content is the power behind lead nurturing success, insist Toby Murdock, CEO and Co-founder, Kapost, and Chris Baggott, Chairman and Co-founder, Compendium.

Both companies are content software providers, and both leaders recently spoke about the value of content marketing: Murdock at Marketo’s Social Marketing Rockstar Tour, and Baggott at the MarketingSherpa B2B Summit 2012.

“The Internet has put buyers in control,” says Murdock. “Seventy percent of the buying is completed before Sales is contacted.”

What that means, he went on to explain, is that Marketing now has the greatest responsibility for guiding those opportunities through the sales cycle. However, traditional advertising methods no longer help leads move forward.

“The average clickthrough rate on paid Internet advertising is .01%,” he points out.

Baggott contrasts this with clickthrough rates on content that is meaningful to prospects. He provides an example: creating content that speaks directly to prospects’ needs and has strong calls-to-action.

“When we do this, we see clickthrough rates that exceed 20%,” he points out; it’s an observation they’ve made working with hundreds of clients.

“I click through because I am very motivated. I see something that will help me; I look at the content and say, ‘Yeah, these people get me.’ When you have a need and the content meets it, you’re very eager to move forward,” he explains.

Instead of pushing products or services, pull the right prospects through by providing information, ideas and solutions that will help them, advise Baggott and Murdock. (It will also help you rank high in search engines.) This is the essence of relevance, and without it, everything you consider content is just more advertising, they insist.

They offer these tips to create content with the power to move beyond advertising into relevancy:

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I have small confession to make. Content marketing is fast becoming an industry topic near and dear to my heart. My responsibilities as a content creator for marketers has given me a soft spot for this segment of our audience that I was recently able to indulge during the “Confessions of a Content Marketer” session at the MarketingSherpa B2B Summit 2012 in Orlando, Fla.

The session presenter was Edwin Jensen, Director of Business Development, The Ian Martin Group and he offered a series of short insights dubbed “tips from the marketing trenches.”

So, today’s MarketingSherpa post will present some of the tips Edwin shared in just the way he intended — as “a great blog post for some of you out there.”

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Marketers are poor parents.

Walking recently by a sea turtle nest here on Jacksonville Beach, I was thinking about how sea turtles abandon their young after laying their eggs.

Harsh, yes, but as marketers, are we really any better?

We create landing pages, triggered emails and lead forms, and then … eventually forget about them.

Sure, we have good excuses. We’re busy. With the turnover in most marketing departments, we might not have even been around when some of these orphans were created. Additionally, unlike a reflective process — such as a continual media placement where we get a bill and must make a choice — keeping an old page live is essentially an automatic choice with no additional cost.

And, before I get on a soapbox, we have our share of orphans at MECLABS as well (which Pamela Markey, Director of Marketing and Brand Strategy, MECLABS, lovingly refers to as “land mines”). After all, our sites are more than 10 years old.

But, I want to tell you a quick story about the results we received by showing some love to one of our orphan forms. My goal is to inspire you to conduct a basic site audit to find what pages, forms and automated messages you’re overlooking.

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Pilots have it easy. All they do is flip on the autopilot, order some Sleepytime® tea from the galley, and get a little shuteye, snoozing across the Atlantic, until they land at Schiphol (word of caution: this is based on my utter lack of knowledge of what pilots actually do … but thanks for getting us there safely).

In all seriousness, marketers have an autopilot, too … of sorts – the automated, event-triggered email. When I read Megan McCardle’s line in Newsweek, “Looking for a fail-safe plan to get rich without working?” I thought, “That could almost be a description of triggered emails.”

Think about it: Triggered emails offer the Holy Grail of email marketing that is so difficult to achieve – relevant, timely information.

I sign up to your email address, you welcome me … right at the moment I am most interested in receiving emails from you. And, perhaps, I hop right on a promotion in that welcome email, since you’re reaching me at the peak of my interest in your company (hey, I just signed up for your list).

Or I abandon a shopping cart because the product is 20% too expensive and then, poof, like magic, I get a 20% discount code in my inbox.

Or it’s my birthday, and you give me a free bottle of prosecco or wine to celebrate (hey, I’m going out tonight anyway), as Pizza Express did for Kate …

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Editor’s Note: One of the prizes of winning the MarketingSherpa Reader’s Choice Awards is the chance for a guest post here on the MarketingSherpa blog. Today’s post is by Amanda Gagnon of the AWeber Communications blog, chosen as best email marketing blog … by you.

It’s critical for any marketing email to be labeled with an appealing, even gripping, subject line. Since the subject line acts as the email’s introduction, if it deflects attention, the rest of the message never gets seen.

The question is, what do consumers find appealing? What grips them?

The AWeber team investigated results from recent email broadcasts promoting posts on our blog to find out.

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Since cavemen gathered around the first fire, technology has changed the way humans relate to each other, and modern times are no different. For marketers, it’s about figuring out at which fire their consumers are.

So W. Jeffrey Rice, Senior Research Analyst at MECLABS, has a point when he says, “I believe smartphones have changed not only the way we interact, but what our expectations are.”

For more than half of Americans, 50.4%, their smartphones are that gathering place, according to a March 2012 study by Nielson. Really, that number only stands to grow (and it already has — up from 47.8% in the same study in December 2011) since 33% of Gen Y Internet-user moms have let their children use a smartphone by the age of two, according to a BlogHer study. Laptops barely beat them out at one percent more.

Essentially, smartphones are babysitting your future consumers.

According to research by Antenna Software, many businesses are planning to invest in mobile projects in the coming year, but where to begin? Jeff’s advice when entering the world of mobile email marketing is simple:

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“How many of you believe you are more fascinating than the average person?”

Keynote speaker Sally Hogshead, who goes by Chief Fascination Officer at Fascinate, presented this question to the MarketingSherpa B2B Summit 2012 audience Tuesday afternoon.

Not many hands in the room went up, which supported Sally’s findings: Only 39% of people believe they are more “fascinating” than “average.”

What is fascination? According to Sally, it’s a moment of total emotional focus.

She has developed the 7 Triggers of Fascination, “which are deeply-rooted means of arousing intense interest.”  Each person, and brand, has primary and secondary triggers. These triggers indicate where your strength lies in fascinating others.

When your company fascinates your audience, your will get more engaged and loyal customers who are more likely to refer others.

That leaves marketers asking, “How can we create the moments of fascination with our consumers that use the same triggers we experience when we are fascinated?”

The seven triggers represent different paths or ways to fascinate your customers with your brand. So, let’s break down each one:

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Day one of B2B Summit 2012 has finally arrived.  Today, I had the opportunity to listen in on the panel discussion “5 B2B Social Media Career Killers … and how to overcome them.”

This session went beyond simply helping your company, and on to improving the future of your personal career.

MECLABS Director of Editorial Content Daniel Burstein moderated the panel of three B2B social media experts: Eddie Smith, Chief Revenue Officer, Topsy Labs; Chris Baggott, Chairman, Compendium; and Nichole Kelly, President, SME Digital.

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With the introductions made, they jumped straight into the first B2B social media killer …

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According to the MarketingSherpa 2012 Lead Generation Benchmark Report (free excerpt at that link), 71% of survey respondents indicated that generating high-quality leads was a top challenge.

So, in today’s blog post, let’s look at lead generation budget trends (hint: money is moving to online tactics) and provide some resources to help you make wise use of that budget.

To help you get the most effective use of your budget, here are several case studies and how-to articles for some of the tactics mentioned in the above chart.

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