#CMWorld Infographic: 12 Marketing Box-Office Titans Share Tips For Creating Blockbuster Content Marketing

There’s a special kind of magic to behind-the-scenes photos from movie sets. You can see how a team of special effects wizards transforms a toy model into a spaceship hurtling towards an alien planet, or a lifeless doll into a skyscraper-climbing giant gorilla. Knowing how the trick is done somehow makes the finished product even more satisfying. That’s especially true if you’re a kid with a camera trying to bring your own dreams to the silver screen.

In the newest eBook series co-produced by TopRank Marketing and Content Marketing Institute, we asked content marketing wizards to take us behind-the-scenes and show us how they make their own brand of magic. Their advice is inspiring to anyone who wants to create great content that connects with an audience.

The infographic below contains content marketing tips from the entire eBook triple feature and features 12 of the speakers from the upcoming Content Marketing World conference. Let their expert advice inspire you to create your own blockbuster content marketing.

Here are some tweetable takeaways from the infographic:

Sarah Compagnoni: “Great content marketing strategy starts well before anyone clicks a link.” @SarahCompagnoni tweet this

James Moat: “The power of employees generating & sharing content is a greatly undervalued strategy.” @digecomm tweet this

Brian Clark: “Put yourself in the customers’ shoes to experience the content marketing journey from their perspective.” @brianclark tweet this

Cleve Gibbon: “Be clear on what you need to say & why it’s relevant to your audience at that point in their lives.” @cleveg tweet this

Ann Handley: “Your story is the thing that sets your content marketing apart. What’s your story? And how do you tell it?” @annhandley tweet this

Jeffrey Rohrs: “Scene stealing content marketing is sales activated, marketing promoted, optimized & reported.” @jkrohrs tweet this

Amy Higgings: “Before publishing content, follow a launch plan checklist to make sure you haven’t left out steps.” @amywhiggins tweet this

Ken Wincko: “Successful content needs to be the 3 C’s: Credible, Compelling, & Consistent.” @KenWincko tweet this

Lee Odden: “For content marketing success, make all content accountable & measurable to attract, engage, & convert.” @leeodden tweet this

Todd Wheatland: “Link content marketing strategy to results by using a repeatable process & collecting the measurements that matter, in real-time.” @ToddWheatland tweet this

Julie Fleischer: “Content marketing success starts by first determining what critical measurements drive spending decisions.” @jfly tweet this

Joe Pulizzi: “If you’re trying to measure the value of your content marketing, create a subscription program.” @joepulizzi tweet this

View the Full Infographic Feature

Create Blockbuster Content Marketing – CMWorld 2015 Infographic from Content Marketing Institute

Experience the entire thrill-a-minute eBook trilogy on-demand:

The Big Picture of Content Marketing Strategy

Making Content Marketing the Star of Your Marketing

Measuring Content Marketing Box Office Success

For more information on the speakers and their sessions, check out the Content Marketing World 2015 website.

See you at the movies!

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The Importance of Customer Centricity in Evolving A/B Testing

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When we talk about A/B testing, we often think about it on a test-by-test basis. While this singular focus is beneficial, it overlooks testing’s role as an ongoing system for optimization.

At MarketingSherpa Email Summit 2015, Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, sat down with Lauren Wagner, Senior Manager, and Tessa Srebro, Lead Generation and Marketing Associate, both of VolunteerMatch, to discuss how to utilize A/B testing to constantly evolve programs.

Lauren and Tessa’s company, VolunteerMatch, is a nonprofit organization that is the world’s largest volunteering network. It also has an interesting funding model. The company sells a Software as a Service (SaaS) product to companies to help fund its organization and, so far, this model has generated almost $1 billion in social value each year through its work with nonprofits and volunteers. VolunteerMatch is also more than familiar with the benefits of testing, as evidenced by the subject line test it ran with MarketingExperiments.

Watch the excerpt below from the MarketingSherpa Media Center to learn how keeping up with current trends and thinking like a consumer can help evolve your testing and your company.

Keep up with current trends and your customers

Keeping up with current customer trends is one of the most important pieces of advice Lauren Wagner gave when asked how to keep a company’s A/B testing constantly evolving. Be sure that you’re keeping up with current trends in the marketplace, but don’t forget to take the time to learn about your customers.

Lauren suggested paying attention to what your customers are interested in and adapting to their needs and interests.

Lauren advised marketers to “continue to look at the space that you’re working in and seeing, you know, what are people talking about, what are the trends that they’re talking about so that you can continue to take your emails and continue to kind of mold them and change them and shift them to what those people are really looking for and are really interested in.”

By utilizing this mentality, VolunteerMatch saw a shift in the departments it worked with and was able to adjust accordingly.

“The employee-engagement, employee-volunteering space has kind of shifted over the years from, you know, sitting in marketing departments, sitting in corporate responsibility departments, sitting in human resources departments,” Lauren said. “For us to kind of shift the way that we’re approaching the benefits of employee volunteering from each of those different places in a company really has to evolve and change over the years.”

Think as a marketer and a consumer

Tessa Srebro highlighted one of the biggest and often underutilized advantages marketers have: Every marketer is also a consumer. Instead of only looking at campaigns and advertisements through a marketing lens, question what ads are working from your point of view as a consumer. Tessa explained that when she sees an ad that impresses or interests her as a consumer, she then asks herself why that’s the case. This approach has led to great marketing insights.

“I’m kind of looking for things that I can take from other marketers to my own organization. I’m constantly analyzing the world around me in that way,” she said.

She then added, “Human nature doesn’t change. So if you have these skills about what sorts of messages are going to appeal to a person, whether through emotions or logic or all of that, that’s timeless. Human nature is not going to change.”

You might also like

MECLABS Email Messaging Online Course [Register now]

Register for MarketingSherpa Summit 2016 in Las Vegas, Feb. 22-14

Watch Full Sessions from Email Summit 2015

Online Testing: How a B2B SaaS nonprofit increased clickthrough on landing page by 291% [MarketingSherpa case study]

Lead Management: How a B2B SaaS nonprofit decreased its sales cycle 99% [MarketingSherpa case study]

The Writer’s Dilemma: How to know which marketing copy will really be most effective [More from the blogs]

A/B Testing: How to improve already effective marketing (and win a ticket to Email Summit in Vegas) [More from the blogs]

A Look at Features Past, Present and Yet to Come

You may find this an odd time for reflection. We admit, tisn’t the regular season. It’s only July! Though most people reserve this type of musing for year-end, we like to take stock regularly and listen to the needs of our customers to inform product development all year round. Don’t worry, there are no chilling visits from ghosts in this post, and we’ve spared you a Charles Dickens novella. Just don’t wait until the end of the year to assess your email marketing. Do it now and make sure you’re taking advantage of all our recently added features and enhancements.

Check out the top three features from the past year, two from our most recent release, and a brief rundown of what you can expect in the months ahead.

Past

1. Email Signup Forms (June 2014)

A signup form is an essential part of building your email list. When someone visits your website, blog, or social media site, you want to make it easy for them to sign up and receive on-going communication from you. By submitting their email address, they give you permission to stay in touch. This level of interest means a high-quality lead and usually more opens and clicks for your emails.

VerticalResponse offers email signup forms that you can customize and post wherever you like. You can embed the form on your site or use as a hosted web form. Each time someone fills it out, their email address will be automatically added to your list. It’s a must-do for collecting addresses to grow your list.

Explore our Signup Forms including templates, thank you pages, and responsive designs.

2. Welcome Emails (October 2014)

A welcome email is an automatic message sent to a new subscriber when they sign up for your email list. It’s a great way to greet them and reinforce the value of being part of your list. The welcome email can also be used to set the expectation for the type and frequency of emails you will send them. Use it to encourage a next step. It’s a great way to prompt your new subscriber to check out a particular part of your site, offer them content, or incentivize them to make a purchase while their interest level is high.

VerticalResponse allows you to choose from a variety of templates and customize or design your own welcome email. Indicate which subscriber list should receive the autoresponder and then activate the campaign. You can view and monitor all statistics including open and clicks in reporting.

Check out tips and examples on creating a welcome email.

3. Logo Footer Removal (April 2015)

If you want subscribers to see only your branding and not ours, you can now remove the VerticalResponse logo from the footer of your emails. This action is easy to take and available for paid accounts.

You can follow the simple instructions on how to remove the VerticalResponse logo here.

Present

Be sure to check out VerticalResponse’s most recent release in its entirety. A couple highlights include:

1. Follow-Up Emails

You can schedule a follow-up email to be sent automatically to the people who did not open the original email. Follow-up emails are considered best practice among professional email marketers and is shown to lift open rates by an average of 30%. VerticalResponse has now automated this process so you can enjoy the benefit with just a couple clicks.

Find out more about Follow-Up Emails and how you can incorporate them into your next campaign.

2. Editor Enhancements

Your drag and drop email editor is sporting some new enhancements. It’s now easier than ever to create professional emails for your business. Choose from an updated list of templates, design your email with more choices, and create the perfect call-to-action with our button builder.

Learn about these enhancements and more here.

Yet To Come

With no rest for the weary, our developers are already working on the next features that will further improve your email marketing efforts.

Salesforce Integration

Email marketing and Customer Relationship Management (CRM) are two tools that when paired together are much more powerful than when used separately. This major update to our integration will provide users with responsive email templates, two-way syncing of Contacts, and automatically keep data in sync across your Campaigns and Reports.

Watch this sneak peek to see details of this updated integration.

Timed Series

Timed emails are perfect for leading subscribers through an onboarding process, or taking them through a campaign series such as a drip campaign. This marketing automation feature is coming soon.

List Segmentation

VerticalResponse is adding another level of list management. Enjoy the ability to segment, sort and search within your email lists. This feature will improve your capacity to target specific subscribers.

Conclusion

Rejuvenate your email marketing spirit with these great features to get better results. We wish you the best all throughout the year!

If you’re thinking about upgrading your account, now is the time. Paid accounts have access to premium features such as unlimited sends, logo removal, and Follow-Up Emails. As of 6/30/15, our introductory pricing will expire. For a couple more days, you can take advantage of 20% off the regular price, plus a savings of 15% with an annual subscription. All you have to do is log in, pick the plan and choose your renewal period. With just a couple days left, you can still upgrade and save.

© 2015, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post A Look at Features Past, Present and Yet to Come appeared first on VerticalResponse Blog.

Marketers' Favorite SEO Tactics and Metrics

Marketers say creating relevant content is the most effective search engine optimization tactic they employ, according to a recent report from Ascend2. Read the full article at MarketingProfs

How to Squeeze Every Drop of Valuable Visitor Data from Your Forms (Without Complicated Programming)

It’s the great marketing catch-22: You need visitor data in order to create value-filled, personalized, highly targeted offers. The more information they provide, the greater your ability to build personas that fit your ideal customers.

But your visitors still aren’t convinced. Like jittery fish, you’ve presented them with the tastiest bait, and they’re hesitant to even take a nibble. So how can you get the information you need without scaring them off?

The answer is…

Progressive profiling.

What is Progressive Profiling?

Progressive profiling uses dynamic form fields to ask for and collect information on prospects based on the information you already have about them. Like a first date, it gets to know new customers in a way that’s gentle and unassuming. What’s your name? What’s the best email address to contact you at? How can I help?

Then, as the customer’s interaction with your product or service continues and greater trust and brand recognition is built, more questions are asked – helping you not just capture leads, but build on the intelligence you’ve gained.

Progressive profiling may start with name, email and question, but can gradually lead to vital details that will help you better understand where your prospect is in the buying cycle: are they evaluating products? Comparing features? Focused on pricing?

Asking questions about their timeframe to purchase and where they are in the decision-making process can help you better understand how and where your product fits according to their needs. Understanding how they plan to use the product can give you valuable insights into tailoring your offer across every stage, leveraging the information you already have about them.

How Does It Work?

Let’s say you sell a product and you have an email newsletter filled with valuable tips and techniques on using it. As is often the case, your prospective customer is asked for their name and email address. Simple enough, right?

They subscribe and get their first couple of newsletters. They’re starting to feel comfortable with your brand and enjoy what they’re getting so far. Here’s where the progressive part comes in. You’ve got another freebie for them – you just need a bit more information about how they plan on using your product, when they plan to purchase, and approximately how much they plan to spend.

Since you don’t need their name and email address again, the form simply asks the relevant questions you’ve set up. This information helps you gradually begin to understand this customer based on how much they’re willing to share as your relationship with them progresses.

Obviously you’ll want to space these out and give as much as you get – take the time to answer questions, clarify features and options, and so on. Don’t expect the customer to be receptive to answering personal questions by day 2.

Are you interested in applying progressive profiling? Kissmetrics is a great tool to help you with progressive profiling. We collect customer and behavioral data that you can use to optimize your forms. Try Kissmetrics today!

Don’t Forget Your Best Practices

In addition, you’re not going to want to throw best form practices out the window when implementing progressive profiling. Things like:

Being Clear about What Information is Needed (And How It Should Be Presented)

This example from Threadless tells customers precisely how to enter their payment information.

Explaining, if Necessary, Why Certain Information is Needed

The example below, from Money Supermarket tells people why they need the registration number of their car.

Source: eConsultancy

Make sure your reasoning is reasonable – Money Supermarket could have said, “We need your information to help get you an accurate quote”, but it still wouldn’t answer the prospect’s why? The fact that they need it to find that same exact car and get you a quote is much more sensible.

What Happens After They Subscribe?

And finally, don’t forget to be clear about what happens after the sign up process is complete. How can they download the freebie? How often will they receive email newsletters? Can they unsubscribe or change the frequency? And so on.

BufferApp sets newsletter expectations before asking for subscribers’ info

How Can You Implement Progressive Profiling?

Progressive profiling is a relatively new function, but there are a variety of solutions on the market that make integrating it into forms easy and hassle-free. Oftentimes, you can do this without any programming knowledge at all. Here are a few services that offer Progressive Profiling as part of their systems:

Salesforce Pardot

Adds a progressive profiling feature that ties in with your existing use of Salesforce Pardot

HubSpot

HubSpot refers to progressive profiling form capabilities as “Smart Forms” and provides a variety of best practices you can follow when implementing them.

Act-On

As with other services, Act-On lets you define a set of rules for which other form fields will display. The site also provides an example tour through how its Progressive Profiling system works.

JumpLead

An example of the JumpLead dashboard

JumpLead is a sort of marketing automation/lead generation platform of which progressive profiling forms play a role. Like many of these other solutions, they offer a full scale of marketing automation tools. For WordPress users, JumpLead also has a plugin that can integrate progressive profiling into their existing WordPress system.

How to Get the Best Possible Results from Your New Progressive Forms

It’s easy to fall into the tempting trap of asking for more and more information through more and more form fields as your relationship with the prospect progresses. However, small bits over time (and depending on the customer’s stage in the product’s overall lifecycle, as well as their buying cycle) will help foster a reciprocal relationship while giving them the personal attention and nurturing they crave.

And don’t forget, progressive profiling is just one tool of many designed to help improve your forms and increase your conversion rates. As with any tool, it’s not a silver bullet – it’s all in how you use it. By making progressive profiling a part of your overall sales and conversion optimization process rather than looking at it as “yet another form component”, you’ll be poised to start forming lucrative customer relationships built on a foundation of mutual trust, understanding and expectations.

Now It’s Your Turn

Are you using progressive profiling in your own lead generation forms? How has it worked out for you so far? Share your success stories and triumphs with us, as well as your thoughts on this unique practice in the comments below!

About the Author: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at iElectrify.com and download your free web copy tune-up and conversion checklist today!

Silverpop’s Loren McDonald Discusses 4 Top Email Marketing Trends – #MNSummit

“Good morning Mumbai! Wait, I’m in Minnesota.”

Loren McDonald, VP of Industry Relations for Silverpop has been on a worldwide tour travelling from India to London and finally here to the Midwest. Loren was not shy about admitting that he feels a bit like a fish out of water, he’s an email-marketing guy, surrounded by search marketers at MNSearch Summit.

In Loren’s compelling presentation we found out why email still rocks, the difference between smartphone and tablet users and creating actionable data. Below are some of the highlights:

Trend #1 – Email Still Rocks

According to a recent study by Marketing Sherpa, 7 in 10 consumers have made a purchase influenced by email marketing. There is no denying that email is still very much alive, and has a significant impact on purchasing decisions.

Still not convinced? McKinsey & Company found that email conversion rates are 3x higher than social media and the value of an email conversion is 17% higher than that of social media.

Trend #2 – Mobile Usability

Mobile email activity is not closing in on desktop usage; it has already surpassed desktop usage. Consumers are getting more and more used to browsing on their smartphone or iPad to find the information that they need.

Approximately 53% of emails are now opened on mobile devices. Only three years ago, that number was less than 20%.

Now in all fairness, the increasing use of Phablets (a smartphone with a screen sized between a standard smartphone and a tablet) may be slightly skewing the number of smartphone opens and interactions.

We need to eliminate the friction for our users to improve engagement. If there are too many barriers for the user, than they are never going to engage.

Trend #3 – Responsive Design

Unfortunately, many designers focus too much on the coding and design concept of responsive design for email marketing. This approach typically results in the simple restructuring of the size of images or text on the email that will be viewed different depending on if someone is using a desktop or a mobile device.

More importantly, email marketers need to be not only considering design structure, but how their consumers are using email.

A mobile user walks into a coffee shop…

There’s nothing worse than walking into your favorite coffee shop and realizing there is a line of other zombie-like individuals waiting to get their morning drip. While you’re waiting in line and trying to pass the time and ignoring your quickly approaching coffee craving hysteria, what are you going to do?

If you’re like most people, you may open some apps or games on your smartphone. Like it or not, you’re also going to check your email. While waiting in a situation like the one mentioned above, you’ll likely delete the emails that don’t catch your attention, mark some for discovering later and forward or reply to those that are relevant to you.

The likelihood that you’ll see an email advertising $350 Michael Kors black leather booties and pull out your credit card right then and there is highly unlikely.

A tablet user takes a break…

Unlike their smartphone counterpart, tablet users are not traditionally on the go. Let’s assume for a second that a tablet user has just kicked their feet up on the back porch with a cold adult beverage in-hand and receives the same Michael Kors black leather bootie email.

The likelihood that this user (assuming of course that they really are coveting those black booties) will make a direct purchase at that time, significantly increase.

The most important thing to understand about responsive design is that people will do things differently and act differently with different devices.

Trend #4 – Making Data Actionable

“To know a person…watch what they do, not what they say. “
– Danny Santagato

Behavior gives us a lens into our audience’s purchase intent. The major shift we are seeing is the idea that when you grab hold of a concept of focusing on an individual’s customers behavior is not what you’re trying to sell, but what each customer is looking for.

Email marketers need to begin reacting in real-time to individual’s behavior. Email marketing automation is a tool that enables companies with the scale to achieve this objective.

Sometimes, broadcast email works. However, marketing teams may not always understand the negative repercussions of over-emailing and under-targeting. There are two types of email marketing approaches:

Traditional Marketing: It’s all about “the plan”: The objective is to fill up the email-marketing calendar with X emails per week. All email communications will be created and sent based on that calendar. Unfortunately, that approach is very much “us” based, and has nothing to do with the needs of our customers.

Behavioral Marketing:This approach is all about the customer. In fact, think of yourself as acting like a great concierge to meet the needs of your customers. In addition to the calendar based programs, your team can create 40+ automated email programs that will go out 24/7 365 to whomever based on a behavior or an event.

The behavioral marketing approach requires automation to provide scale. Loren used an example of a small company they were working with that used to send birthday emails manually to each and every customer. That is the definition of manual.

Bonus: The Integration of Search & Social

There are quite a few low hanging opportunities to integrate search and social with email marketing including:

1. Landing Pages: You can build a dynamic email based on the search terms that consumers used to get to your landing page.
2. Lead Scoring: If marketing automation is being used, begin incorporating keywords into lead scoring. Keywords can be scaled higher or lower based on what was used to drive the consumer to your website.
3. Keyword Driven Email Content: There is also an opportunity to incorporate the keywords used in search results to drive the content of your email campaigns.

Be sure to check out Loren McDonald’s tip in the new #CMWorld eBook – The Big Picture of Content Marketing Strategy

Follow @TopRank, @azeckman, @eprokop1 and @JoelECarlson for live updates from #MNSummit.

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Online Marketing News: Introduction From Instagram, DuckDuckGo Goes Past 10 Million, Pinterest Pins Partners

How to Utilize Social Media for Customer Acquisition – One of the biggest reasons we all do social media marketing is to find new customers for our products or services. Maybe it is the biggest reason. It comes before social customer service, because without finding customers in the first place, we’d have no one to serve. This infographic from Salesforce Canada gives some insight into the process of acquiring customers via social media. Salesforce Canada

Facebook Makes Ads Manager, Power Editor Easier to Use – Facebook Thursday announced significant updates to its Ads Manager and Power Editor tools to create and manage ads on the social network. SocialTimes

Google Launches YouTube Newswire To Verify Eyewitness Videos – YouTube has started a video news service to showcase the most interesting clips recorded and posted by eyewitnesses at events unfolding around the world. In partnership with the social news group Storyful, YouTube Newswire will be “a curated feed of the most newsworthy eyewitness videos of the day, which have been verified by Storyful’s team of editors,” a blog post said. cnet

Facebook Tests Auto-Filling Marketing Forms With People’s Profile Info – A lot of marketers build their businesses by getting people to sign up for things like email newsletters. It’s a way to get people’s contact information so that the marketer can keep in contact with them and try to make them a customer. Now Facebook’s going to make it easier for marketers to collect that contact information. Ad Age

Introducing Instagram’s All-New Search and Explore – This week Instagram announced two major updates to Instagram: the all-new Explore page, with trending Tags and Places, and more powerful search that makes it easier to find the people, places, and tags you’re looking for. Get more details on the Instagram blog. Instagram

Facebook Rolls Out Author Tags: A New Way to Grow Your Following – Facebook has introduced a way for publishers to grow their audience with a new feature called Author Tags. When implemented on a website, Author Tags allow people to easily follow the author of a piece of content they found on Facebook. Facebook

Twitter To Let Users Follow Live Events, Not Just People – Twitter Inc (TWTR.N) will start curating tweets on live events, the microblogging service said, as it plans major changes to make its real-time news feed more user friendly. Reuters

Facebook Unveils Vision For Immersive Mobile Ads – The social network is showing mockups of interactive mobile ad formats at Cannes Lion advertising festival in France. Marketing Land

Pinterest Streamlines & Simplifies Its Search Interface – New search enhancements from Pinterest make finding the right type of information quicker and more accurate thanks to the first ever inclusion of spellcheck. Marketing Land

Twitter Testing New Ways To Make It Easier To Discover Products and Places – Last week Twitter is beginning to test two ways to make it easier for you to discover rich and relevant content about products and places on Twitter. Twitter

DuckDuckGo Surpasses 10 Million Daily Queries – DuckDuckGo, the privacy focused search engine, hits a major milestone – reaching 10 million daily queries. Search Engine Journal

Instagram Ads to Get More Focused with Facebook Targeting Options – Get ready, your Instagram advertising options are about to get a lot more specific. Ahead of the Cannes Lions Festival this week, Facebook’s Vice President of Global Marketing Solutions Carolyn Everson has said that Facebook’s targeting data will soon be available for use on Instagram.  Social Media Today

Pinterest Announces Marketing Developer Partners for Ads – Pinterest announced that 4C, Adaptly, Ampush, Brand Networks, HYFN, Kinetic Social, SocialCode and SocialFlow are the first Marketing Developer Partners using the company’s ads API. SocialTimes

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Salesforce Canada

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