Bullseye - Content Marketing Mission Statement

Looking to get started (or start fresh) in content marketing for your small business? You’re in luck – we picked up some great tips at Social Media Examiner’s recent Social Media Marketing World conference and we’re dying to share!

The first session we attended was with content marketing expert Joe Pulizzi. One of the takeaways we most wanted to share with you from the presentation is the idea of creating a content marketing mission statement.

Long before you create a blog, brainstorm topics, or write your first blog post, it’s critical to make sure that you (and anyone else who will contribute) know exactly what it is you’re setting out to do. If you aren’t sure, how can your audience be?

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Data-Driven Marketing Cover Photo

“Big Data” isn’t a new concept. We have talked about how to use data responsibly, optimize your website based on data, and even how to protect the data you collect.

But, we are missing something; what about utilizing data to make smart, strategic, and effective marketing decisions?

When applying data to your marketing decisions, Teradata’s Global Data-Driven Marketing Survey for 2015 is convincing that you can make better decisions on marketing approach and spending.

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Big to Little Fish Cover Photo

As a small business owner or entrepreneur, you pride yourself on the ability to wear multiple hats – accountant, marketer, HR manager, analyst, etc.

But we know that what you really care about most is your customer. Which is why you wear all those hats – to be fast, agile, and dedicated to providing the best service and/or product for your consumers.

Sometimes it is tough, and you wonder, ‘if I had resources like the big businesses have, would I be able to better provide for my customers?’

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How to Speak Designer Infographic Cover Photo

You have a vision for your small business. The vision is for your product, your mission, and every single detail down to your logo.

But sometimes small business owners have a hard time communicating that vision to the person that can turn their vision into a reality: their designer.

Maybe you’ve seen the client comments turned into posters, and fear that your lack of knowledge about design terms will leave you in that “terrible client” category. You want to maintain a happy and healthy relationship with your designer, but know that if you knew the proper terminology, you would both be happier with the final results.

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user-generated-content

Does an inexpensive, highly effective marketing tactic that requires minimal time investment sound too good to be true? Well it’s not – and it’s called user generated content (UGC). The best part? Other people do most of the work for you.

Okay, that last bit might have been a bit hyperbolic. While it’s true that a UGC campaign does center on content provided by outsiders, the best campaigns do require some time investment from the marketer running them. There is planning the campaign, and then effectively leveraging the materials that are generated by it, but everything in between is up to brand advocates – your current and potential customers.

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Small Business Marketing Trends

As a small business owner, you wear many hats. CEO, accountant, HR manager, marketing director, and more. In your marketing function, knowledge of upcoming trends is important – especially when they will directly effect you!

There are lots of articles out there about marketing trends, and how small business owners can reach their customers, but wouldn’t it also be helpful to know how larger companies plan on marketing to you? We think it would, so today we’re going to discuss a recent study that looked into just that.

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YouGov BrandIndex BestBrand Logo

Each year, research firm YouGov BrandIndex polls millions of people to track the public perceptions of thousands of brands. They release their findings in annual and mid-year BestBrands reports – and 2014’s is out now.

It’s important to keep in mind when looking at the last below, that these are not the most valuable brands – that kind of metric is likely to stay more stable over time (barring ground-breaking innovations or PR nightmares). To put together the list of Best Brands, YouGov asks respondents, “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” This not only measures the respondent’s own awareness of the brand, but also gets at their perception of the perceptions of other people toward a brand.

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stick figures chatting

The essence of marketing is to evoke an emotion from your audience so they are motivated to buy, download, or otherwise engage with your brand.

The true marketer’s dream is for that evoked emotion to propel a user from a customer to a referrer; and have them share their brand experience with a relative, friend, colleague, or Yelp user.

The biggest question marketers are left with is which emotion would be most compelling toward that goal. While some would argue it would be fear, guilt, or urgency, most of these emotions leave a bad aftertaste.

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Still from 'Puppy Love' commercial

One question we get asked a lot is “how can I make my videos go viral?” Well, there is no short answer or magic bullet for viral success on social media. There are lots of factors that can be controlled – like original audience size, distribution channels, content quality – but videos that go viral are more than the sum of these parts. If something is going to take off, there has to be a little bit of magic involved. The right people have to see it at the right time, and share it on the right platforms with the right commentary.

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Lead generation ideas

Online marketing is a whole arena encompassing many effective forms of promotion. At every turn you come face to face with a new development, strategy, or platform. Keeping up with this world of digital marketing may sound daunting at first, but having spot-on information about the different ways of generating leads online certainly makes it easier.

Just like the inner workings of businesses differ according to their industry, so too do their online marketing efforts. Knowing how to navigate the different techniques and what to focus on is the root of the strategy. What works for a retail company does not necessarily work for a marketing firm. To help you identify what is out there and what works for your business, I’ve compiled a list of effective methods of generating leads online. Diving into the “what,” “how,” and “why” will give you a better understanding of the different techniques available to attract valuable customers.

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