19 items | 6 visits
Source material for FIR B2B podcast
Updated on Apr 14, 14
Created on Jan 02, 14
Category: Business & Finance
URL:
Fascinating chart from Experian shows role of different media channels in customer decision-making process. Search is top "greeter" while website is top "closer."
"B2B Small-Business Marketers Are Becoming More Effective at Content Marketing: SMB Marketers Are More Likely to Have a Documented Content Strategy, New CMI Study Finds
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"Among those with a formally agreed-upon definition of what constitutes a qualified lead, some 29.8% claim a lead conversion rate (leads converted to opportunities) of more than 75%. By contrast, only 18.2% of firms that lack a qualified definition at all boast conversion rates at that level, as do 20.8% of firms with an informal definition."
He added that the company this year will focus on organizing conversations by topics, which will make "Twitter easier to understand for everyone." It would mark a stark departure from its traditional method of sorting the 140-character messages in chronological order.
Interview with Emerson's Kathy Button Bell. She has some great ideas and a very focused approach to messaging.
Button Bell: The Extra Mile, a blog written by our senior executive vice president, Charlie Peters. Charlie’s an expert on business, but he’s also a runner (and an expert on that too). Through his blog, he shares letters to his son in Afghanistan, life lessons from a different decade — it’s interesting and poignant… not the normal business topics. And Charlie’s efforts educate people internally. We’re able to show management and engineers how channels feed one another.
I don’t think other companies have someone on their top-five management team who’s willing to share themselves as holistically as Charlie does. He comes across as trustworthy because he’s so consistent, and no one else has that voice but him. Our audience knows it’s not a PR person doing it because you can’t fake that kind of honesty.
"One company that has done an exceptional job when it comes to branded content and storytelling is Coca-Cola. The company recently revealed its checklist for making sure every story is compelling and share-worthy:
Does it answer the “Why Should I Care” test?
Does it surprise you?
Does it have universal appeal?
Does it generate interest?
Is it new — something you haven’t seen before?
Is it different from what your competition is offering?
Is your content being measured systemically?"
Here's an interesting discussion point:
If someone posts a question to your Facebook page on a Friday evening and your staff won’t be back in the office until Monday morning, you may lose a potential customer in the interim. Staying connected during hours that you are closed is crucial in maintaining the constant connection that people have come to expect. Purchase a tablet and assign a staff member to check in regularly. This also improves your company’s customer service, which is a key part of a successful business strategy. With so many avenues for disgruntled customers to voice their opinions, it is best to try to support a good relationship with all of your online fans.
Most successful B2B video ever? 66 million views in just over six weeks. Great celebrity, awesome imagery
19 items | 6 visits
Source material for FIR B2B podcast
Updated on Apr 14, 14
Created on Jan 02, 14
Category: Business & Finance
URL: