It was only a few years ago that the need to become “a content marketer” showed up as a priority for demand generation teams. While that priority hasn’t gone away, marketers now face the additional challenge of “creating more engaging content” to rise above all the content noise.
There is no better way to do that than by adding video to your marketing mix. What was once a very expensive and time consuming media is now inexpensive and easy. We’ve entered the “Vigital” age for interacting with prospects and buyers. In this episode of DemandGen Radio, David talks with Tyler Lessard, CMO of Vidyard about how to get started in video creation and the benefits of using a platform like Vidyard for creating, publishing, personalizing, and tracking the impact of your video content.
Metrics that she reports on to her management team including what a CSQL is in the demand generation sales funnel and also what the most common mistake she sees companies make in their customer success programs.
The program host is Steve Gershik of Koyne Marketing
About our Guest: Allison Pickens
It's so easy to screw up your online presence fast - give them an email or create one for social media, make a profile and you are off and running. STOP!
It's not that simple, especially when it comes to Google. Before you dive in to create a profile for Google+ and Google for Business which will tie to YouTube, make sure it's not already there. And, if it's there, that you have access to administrate it, own it and correct it. I've run across clients who have 8 business profiles on Google+ and Google for Business with several variations of a blank YouTube channel. This was all because they didn't slow down or get help researching what already existed. This happens on Facebook too with checkins, but it doesn't cause the costly tangle that happens on Google.
After visiting some company sites for radio guests and the like, I was stunned at how trendy their contact pages and team pages were. Trendy is NOT GOOD; it's confusing, irritating and will cause people to not trust you. Be clear. How can they REACH YOU? Email, address, phone, and contact form on that same page to give them EVERY OPTION. Phones should be answered by a HUMAN. Team pages - just a bunch of photos? Really? No names, no links nothing but random photos that could be from Aaron Brothers sample photos in the frames or some stock site. Be proud of your folks and build trust. Give us a name, title/role in your company, link to their LINKEDIN profile at minimum, email link that has YOUR domain in it, rather than their personal email, in the case of virtual teams. Stop being cheap with your email plans and put on your big boy/girl pants .
Need help with this? ask Jim or Susan or ANY POTENTIAL customer. WE HATE digging for your links to your contact page and vague info for your team. Start 2017 right with everyone being able to reach you. Sure, you get some junk calls and emails. But one good lead can make up for that time you spent with the spam marketer.
Bored employees are unhappy employees and build resentment in other team members. Your junior level, interns, assistants want to HELP the company and show their value, but sometimes there are lulls in projects, timelines and business so they are unable to do their "usual" tasks. Time to get them on catch up duty that will help marketing and sales be more efficient. Every industry will have different tasks, but these are pretty basic items that can help all companies streaming file searches, website SEO and social media.
After recording this show, we shouild rename it:
HEY MICROSOFT! Don't screw up LinkedIn!
When does bait and switch become fraud and lies in customer service? Story about art - Alec Baldwin - and greed.
Reading an article about a New York art broker, a painting, an artist, an actor and a few attorneys left me shaking my head. As a former art gallery owner, I was stunned at the blatant lies told by a few people to their client under the guise of wanting to please him. Alec Baldwin is the actor here. The article is "Paint and Switch?"
An excerpt follows:
“I thought she had made my dream come true,” Mr. Baldwin said. Instead, he said he believed that Ms. Boone, frustrated that the collector would not agree to sell, persuaded Mr. Bleckner to take an unfinished work from the same series, finish painting it and sell it to him without saying a word.
Technology, security and more are constantly evolving. We have to stay on top of our websites. We need to clear out clutter, outdated items and more. But when we do BIG updates and restructure our sites, we have to remember to go back and check for fallout, or the fall-off of inbound links due to errors.
The SLMA has sponsors.
Each sponsor gives us a link to their site for their banner ad. Most of them send us a link they can track. BUT, when these sponsors change marketing team members, structure of their site, campaigns, the links most likely will change resulting in a 404 error when people click on the ad. This makes us look bad. We have clicks but they show no conversions due to the 404.
A great way to see what is happening is to use the search console from Google (FREE) to check for errors in the inbound links. You can see what pages are having issues and who is linking to them. This is a good task for an intern or marketing assistant to check monthly. Doing this will help you correct issues, connect with companies that believe in you enough to link to your content.
Hey, don't forget to check drip campaigns and email marketing templates, too. Once we set up these auto-pilot types of campaigns, we forget that if we restructure the links, change our provider on squeeze pages and more, we break our drip campaigns which will increase our unsubscribes and grumpy recipients. These are great tasks to add to a quarterly calendar. We have found in the past that once in a while we have a typo in a link, but then we share that same content or post with some reworking bringing along the broken link, so we perpetuate our own 404 errors. Search console will help you find those types of errors, too.
While you're at it, send the people linking to broken pages a thank you and the URL with corrected link so they can quickly find it and update it. If you make it easy, they will usually do it for you.
With all of the content we generate, share and publish we need to know what is effective and where we are wasting our resources. Some people rely on straight clicks, shares and venue analytics - such as that on Facebook or Pinterest. KPIs don't always relate back to your business goals of conversions, subscribers and impact. Lany talks about business proof vs. social KPI. UTMs (Urchin Tracking Module - the precursor to Google Analytics) allow you to be smarter with your time invested. But that only tells part of the story. It doesn't tell us what happens next with that shared bit of content. Are you gaining more subscribers through the sharing of your content, and then the next level of sharing? Without a better way to track the full journey, you won't know. You need to know where they are coming from, and what is having the greatest impact. That's where UTM links come in.
It used to be you had to go to a special site to generate the UTM tracked link through the browser after you copy and paste. This was a cumbersome process that usually didn't happen due to laziness, shortness of time or just forgetfulness. David Kutcher has a 15 minute lesson on how UTM codes can improve your marketing.