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Today we’re thrilled to launch our latest video infographic giving you 5 quick insights for improving your B2B content marketing activities.

Welcome to MMG’s Five Tips to Better Inbound B2B Content Marketing

Ever wish your brand could be as cool as NIKE or wish you could market your service organisation as good as ZAPPOS! They sold their online shoe company for $1B dollars to Amazon because people love what they do and deliver. The good news is that you can!

Tip 1: Appreciate the commercial value of the work you will put into content marketing. Content Marketing delivers three times more leads than traditional marketing per dollar spent. It can help you cultivate brand loyalty. 70% of B2B Customers feel closer to a company after engaging with it’s content. Content Marketing is also cost effective. It costs 62% less than traditional marketing AND delivers higher quality leads.

 Make content accessible where your prospects are congregating online. Eighty percent of people skip television ads, forty-four percent ignore direct mail that is not highly personalised and ninety-one percent of email users unsubscribe to emails sent to them by companies.

 Mitigate risk of brand squatting or hijacking by owning your own true and authentic voice on line. Foster companies memes and legends to create mystery, intimacy and sensuality around your brand. Deliver high quality content that will resonate with key audience segments.

 Create personas for each of your customer segments. Underpin your personas with real time lead tracking (We can help you!) to determine what content is resonating and what your online prospects are most interested in.

Tip 5. We quote Natalie Merchant on this tip: Give them what they want! Give your brand a sensory audit and define how your sound, smells, taste and feel online. Ensure your on and offline behaviour is consistent. Aim to be that guy, girl or company that is sure to catch your prospects eye.

Final Tip: Don’t be boring! Use rich media to bring your data and messages to life like we just did in the making of this video. Contact us for a Free Consultation on how we can help you create memorable marketing. Thanks for Watching, please share this.

About the Author

Stephenie RodriguezStephenie Rodriguez founded Mighty Media Group, a leading data-driven digital, mobile and social marketing strategy and solutions firm, in 2004 and is currently the company’s Chief Executive Officer. She is also the former publisher of Ocean Drive Magazine (Australia), a speaker and futurist on all aspects of social technology, an evangelist of engagement,  and has advised companies including SSP – The Food Travel Experts, Austereo, JR/DutyFree, Radar Group of Companies, Transfield, Allied Mills, ClubMed, AIATSIS, Income Solutions, and Bayer (Berocca), Toyota, Mercedes Benz, and the UN FAO. You’re likely to find her Tweeting here @digitalgodess or present at events such as #SXSWi, #TFWA, #Tedx and #SocialBiz.


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Every wonders how to be more effective at B2B content marketing? This post is for you.


 

This post if for anyone who wished their brand could be as cool as NIKE or wish they could market their customer service prowess as good as ZAPPOS! (Zappos sold their online shoe company for $1B dollars to Amazon because their people love what they do and deliver.) The good news is that you can!

Tip 1: Appreciate the commercial value of the work you will put into content marketing.

B2B Content marketing delivers three times more leads than traditional marketing per dollar spent. It can help you cultivate brand loyalty. 70% of B2B customers feel closer to a company after engaging with it’s content. Content marketing is also cost effective for business to business focussed companies. It costs 62% less than traditional marketing AND delivers higher quality leads.

Tip 2: Fish Where the Fish Are!

Make content accessible where your prospects are congregating online. Eighty percent of people skip television ads, forty-four percent ignore direct mail that is not highly personalised and ninety-one percent of email users unsubscribe to emails sent to them by companies.

Tip 3: Master the Art of Storytelling.

Mitigate risk of brand squatting or hijacking by owning your own true and authentic voice on line. Foster companies memes and legends to create mystery, intimacy and sensuality around your brand. Deliver high quality content that will resonate with key audience segments.

Tip 4: Know Your Customer!

Create personas for each of your customer segments. Underpin your personas with real time lead tracking (We can help you!) to determine what content is resonating and what your online prospects are most interested in.

Tip 5.  Give them what they want!

Like the words to the famous Natalie Merchant song, help your customer see your content as a means of solving their problem by offering something meaninful. Give your brand a sensory audit and define how your sound, smells, taste and feel online. Ensure your on and offline behaviour is consistent. Aim to be that guy, girl or company that is sure to catch your prospect’s eye.

Bonus Tip: Don’t be boring!

Use rich media to bring your data and messages to life like we just did in the making of this video. Contact us for a no obligation free consultation on how we can help you create memorable marketing. Share this if you feel it!


 

About the Author

Stephenie Rodriguezstephenie rodriguez is the CEO of the Mighty Media Group a digital agency specialising in digital marketing strategy in Australia founded Mighty Media Group, a leading data-driven digital, mobile and social marketing strategy and solutions firm, in 2004 and is currently the company’s Chief Executive Officer. She is also the former publisher of Ocean Drive Magazine (Australia), a speaker and futurist on all aspects of social technology, an evangelist of engagement, and has advised companies including SSP – The Food Travel Experts, Club Med Asia Pacific,  Austereo, JR/DutyFree, Radar Group of Companies, Transfield, Allied Mills, Income Solutions, and Bayer (Berocca), Toyota, Mercedes Benz, and the UN FAO. You’re likely to find her Tweeting here @digitalgodess or present at events such as #SXSWi, #TFWA, #TedxSydney and #SocialBiz.


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Curious about the term “Sales Enable”? Is your present user experience and online message designed to merely educate or are you taking web visitors through the digital sales funnel on a path towards profitability? Everyday people search the web with a genuine interest in getting a problem solved. If your website is not enabled for sales, it is highly unlikely that visitors will organically convert to customers despite your clever use of Twitter or occasional blog posts.

To sales enable your website means that you use your precious on-domain real estate to consciously identify prospects pain points and offer immediate assistance therefore creating a relationship of value, foster trust, establish credibility, remove obstacles or allay fears that prevent your customer from doing business with you. In another post I explain this as the SPIN Principle. Most of these suggestions are elementary and your website might only need a tweak here or there. If that’s the case, Just Do It! Inbound marketing starts the life cycle of attracting strangers and turning them into happy customers. Following these tips will quickly increase your sales enablement.

1. Optimise Your Pages (SEO) for TOFU – Top of Funnel Users

Ensure your website is optimised for search engines and that your metadata is in order. This will enable your customers can find you easily. Your page should have quality keywords, an effective URL, page and image tags.

2. Use the KISS Principle.

Make your website easy for your visitor to determine where they can get their immediate need met or problem solved. Double check your navigation and reduce clicks where-ever possible. Remember, your site should not be a scavenger hunt! Your customers should not run into broken links or slow uploads. Check your site with your Google Webmaster account and give your website an audit to determine if it is sales enabled with the least obstacles to conversion.

3. Empathise with the Customer

Identify with your buyer. Create icons and images and guide them along the way through your site. Buyers should not second-guess themselves.

4. Create REMARKABLE  Content Worth Sharing

The content should be useful for your customer and worthy of sharing. This should hold value such as in free eBooks, infographics, white papers, and demos. If you haven’t read it, I highly recommend reading The Purple Cow by Seth Godin. He’s one of the most inspirational authors I’ve read and this book instils the necessity of only doing that which is remarkable. Ask yourself the question – Would I share this? If the answer is no, do it again until you would.

5. Push to Start – Action!

Entice your audience to do exactly as you want them to. Place call to action buttons and links throughout your site. Make it colourful and incorporate images.

6. Create Customer Centric Landing Pages

This should be a unique page to fulfil that call to action button. It should have fresh and relevant content about your business that compels the visitor to leave their contact information. This is your lead generation form and will allow you to better segment your web visitor and respond to them with something that meets their specific need.

7. Help Your Customer (Without them having to ask you first!)

Blogging speaks to your customers and let them know what your business is all about but tha is not the primary reason your business should engage in a blog. Acclaimed author Jay Baer in his book YOUtility (another must read for any marketer or business owner) articulates ever so well that helping others first creates a relationship that fosters reciprocity. By giving some of your awesomeness away, your target audience will begin to see you as a subject matter expert and resource, perhaps even before they have arrived at a point of purchase for which to consider your company, product or service. Scott Stratten, in his  Book of Business Awesome cites some great case studies about companies who deliver awesome — another book I highly recommend.  Regularly giving some relevant helpful tips on a blog will deliver in spades.  It’s important to follow Rule #6 as it relates to REMARKABLE otherwise your audience won’t engage with it.  Remember to mind your meta-data so that the main gist of your blog post is discoverable for Google, Bing and other search engines.

8. Spread the Love!

Creating helpful and interesting articles for your customers and potential clients on your website it terrific, but it will serve you so much better if you share your content on social media websites wherein your customers congregate like LinkedIn and Twitter. Whilst Facebook is less formal, it is likely that your clients and employees are using the platform and would like to LIKE and SHARE your brilliance. Join relevant threads and offer a link to a post written on a key pain point is a great way to be helpful and bring interest and high quality traffic to your website.  Ensure that your website and relevant content pages are social sharing enabled by adding plugins that make it simple for your customer to “sneeze’ your wisdom.

9. TRY SHOW over TELL – Use Captivating Images, Infographics and Video

Facebook has demonstrated the power of images on the web and Instagram’s sale of $1b further iterates that we love to look. A picture truly is worth a thousand words, but a video is worth a million. Surprise your web visitor with an explainer video, a face to face greeting or welcome and try using infographics to engage and make points that are data rich. We refer to this as “rich media” content and it scores significantly higher for views, shares and comments than static articles. Consider adding explainer videos, video testimonials and how to’s as a first means to sales enable your website with meaningful and engaging content.

10.  Remember the Kevin Robert’s Golden Rule

Great design fosters mystery, intimacy and sensuality according to modern MadMan Kevin Roberts, Saatchi & Saatchi Global CEO and author of Lovemarks and SiSiMo — (two of my trusted marketing primers). Develop your website and content with your customer at the heart of it all. Make it a great experience for THEM not a vanity piece or a shrine to your brilliance.  Create fun and interactive pages that tell a story and evoke desire. Consider incorporating dynamic widgets, gamification and personalisation.

If your website doesn’t do these things, it probably isn’t sales enabled. For more information on how to sales enable your website, fill out this form for free Sales Enabling Health Checklist — our DIY cheat sheet that will get you on your way. Click here.

Author Note: I wish I could take credit for all of these great tips, however, many I have learned along the way through the many books and whitepapers that I have read over the years. If you are a client of mine, you have probably been given a reading assignment or many and I’d like to acknowledge Jeremiah Owyang, Seth Godin, Scott Stratten, Jay Baer, and Kevin Roberts for continuing to do what they do. Post by Stephenie Rodriguez – Tweet her @Digitalgodess

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MMG would like to tweet from the rooftops how delighted and honored we are to be a part of the ground breaking and inspiring movement in corporate culture that is sweeping the globe, Tony Hsieh’s “Delivering Happiness.” Due to the ingenious writings and methodology of this accomplished, admirable and spirited individual who heads up one of the worlds largest and most successful online companies, happiness is being delivered all over the world, one to one and one to many. MMG’s inspired story written by the Digital Godess, Stephenie Rodriguez, incapulates this and thus has been published on the official book website, an inspired space.

Tony Hsieh Delivering Happiness

In the world of SM the objective is the reach of one to many, and with a morning starting with a 9am Ustream and spent making a v-blog which was posted on Amazon and You Tube and the creation of Ustream and, articulating the values of a positive corporate culture by putting our undertakings on record, and making conscious demonstrations of what we intended and committed to do as we proceed to grow our company, a lot of of happiness had been delivered well before morning tea! Of course then the rest if the day was followed by a hell of a lot of Tweeting.

Though MMG’s professional success is of the reach to the many through the mighty web, in the world of Digital and Social Media, the power of the one to one is still valued. That afternoon (in between tweets), the team took the time to brainstorm and discuss how we could improve our internal dialogues with one another to ensure that we are working together and WoW-ing those whose lives we touch. We came up with our what we believe will become our brand values and it was based on what we synchronized today in our participation in the process. We resonated that it is the journey and being happy in the process to celebrate the wins and each other. Then at the end of the we were WoW-ed each with a pair of shoes, Fendi rubber elegant t-strap sandals with the gold emblem for the mature 26 year old French Masters Degree Grad and sparkly platform stilettos for the 19 year old intern who is passionate about her life and opportunity. Mighty Media Group CEo, @DigitalGodess got down on one knee and proposed us to ourselves, giving the shoes to commemorate this day, the Official Happiness Day, so that we remembered no matter where we go that Happiness is a journey and attainable around each experience and interaction.

We are grateful to have been inspired, grateful to inspire and grateful that we could share our story as an inspiration to others who want to make a difference in each others lives and in the lives of others be it by touch or tweet.

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Customer Experience, human-centric design, and digital Darwinism are no longer vocabulary words for those who are gazing at the innovation horizon.

Today a CEO of a manufacturing company sent me a link to this video in an email. The subject just said this: “Hey Steph – I Get It.”
 
My friend Brian Solis @BrianSolis (author of Engage – a must read for marketers and forward thinkers) sheds some light on the important role the Digital Sociologist plays in what I refer to as “social marketing architecture“, and most recently X – The Experience Where Business Meets Design, really sheds some light on how brands must create meaningful experiences in every moment of truth.

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If you thought those folks playing on life’s “back nine” are not reachable through social media, think again as seniors are proliferating social media channels such as Twitter and Facebook as the highest growth category in 2013.

Social Seniors

That t-shirt you saw in the mall that said “Your Granny’s on Facebook!” on that skater that made you cringe is now a wake up call for marketers who have dispelled senior usage and adoption of social media.

Recently Forbes cited some pretty powerful statistics – that those over the age of 65 have 47x the net worth of households headed by those 35 years and older (according to AdAge) and that they are the fastest growing users and spending some of their golden time searching on Google, watching YouTube and connecting with family and friends on Facebook and they are doing it from their IPads. Marketers who excluded the 39 million people aged 65 and older on Facebook, Twitter and Skype will have to reconsider their strategy, mix and approach.

In many ways, senior social users are like everyone else who was an early adopter. 40% of them use social platforms to keep tabs on their family and friends and share in a more holistic way. It also seems that Facebook perving is also a past time of our grandparents – they spend 30% of their time browsing albums and images. For those who with nimble enough reflexes and time to spend, social gaming is still fun (20%) and 10% use social channels to enter contests and play games.

Whilst Facebook has the largest volume of social seniors, a recent Pew Research found that 13% of adults over 50 have profiles and engage on Twitter and estimate this figure to only continue to rise. Social seniors are similarly finding it an easily accessible source for following streams of information, news, their favorite talk show celebrities and gather information on health. The rise of more traditional communication streams going digital – things like church newsletters and magazines required many seniors who otherwise reluctant embrace computers, the internet and the notion of social communities. Other influences on senior social behavior are logically related to their ability to get out and about like they used to conduct simple tasks like shopping, standing and walking and driving. Social networks, Skype calls, and Facebook allow them to settle down with a cup of tea and continue to feel a part of polite society. In America, certain universities have begun to teach seniors in nursing homes how to create social profiles, conduct simple searches and assist in removing the fear that they can “break the internet”, with centers investing in over-sized keyboards, larger computer screens and brightly colored mice.

This poses some interesting opportunities for certain brands that want to exclusively reach out to these targeted consumers who are fairly new to social channels and have yet to build such a large social graph. Competition would be fairly low for their eyeballs and attention and Facebook advertising platform allows precise targeting to this niche sector based on geography, age, gender.  Bear in mind that new social seniors whilst new to social media, are mature in their thoughts and opinions and like to be heard. Because the platform and way to connect and consume is both fresh and novel, it is the optimum channel for a web exclusive brand to take market share over a brick and mortar brand provided they can demonstrate value (cheaper on the web) or convenience (buy it at 3am in the comfort of your lounge room and get it delivered tomorrow).

Savvy marketers would do well to create polls and deploy gamification strategies to reward frequent interaction, deeper engagement and develop public advocates through relevant, informative, and entertaining tactical campaigns where these savvy and sassy consumers can be celebrated. Deploy a content marketing strategy that encourages repeat interaction using mystery, intimacy and sensuality and speak to them respectfully. Tap into their disposable income, the ease for which to educate them on a product or service using entertaining rich media on YouTube with a call to action in the comfort of their easy chair and we can also anticipate that this niche will also become the fastest growing segment in online retail consumption.

Here’s the infographic that inspired this blog post created by the great folks at Wishpond.