A New Way to Understand Your Social Media Audience

Audience research is invaluable and well developed personas provide a broad array of insights into the lives and minds of your target audience, insights that form the basis for your social media plans.

Then, you put your social media plan in place, including sharing great content from others and creating your own. And you hit a fundamental disconnect. Your planning is based on your target audience, but you are measuring activity from everyone. Here are two questions that are difficult to answer.

  • Is the content you share via social media resonating with your target audience or a random audience?
  • What content is most popular with your target audience?

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Social Media Is Not Like Selling Used Cars

What makes you think you have a solution?

MustacheLast week I overheard a conversation about a technical roadblock between colleagues. I immediately jumped in with a solution. Big #FAIL. They did not want a solution from me, and as it turned out, I didn’t actually have a solution. The problem was way over my head.

Luckily, we are friends, or at least colleagues. This wasn’t my first conversation with them. But if we didn’t already know each other, this would be one of the worst ways to introduce myself. Yet this is exactly what social media marketers do every day.

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Three Reasons Advertising Isn’t the B2B Branding Answer

Ahh, brand. You want a strong brand, right? A strong brand opens doors for sales. It puts your company on the short list.

The Problem: Advertising will not create this brand. Not today. Not in B2B.

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What Comes After Lead Generation?

Steering WheelTwo weeks ago, I wrote Five Reasons Lead Generation is on its Last Legs, exploring the reasons why today’s common lead generation tactics are beginning to fail. However, the requirement that marketing deliver leads will not change.

Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts. Underlying the new demand generation activities will be two key changes.
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Which Social Network is Right For B2B Marketing?

When you consider what social networks can become key marketing channels for your business, there isn’t one right answer. Take a quick look at the very different sharing patterns of the three sites below.
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Stop Advertising and Give Them Content! [The Numbers Prove It]

We all want to get more than we give, it is simply human nature. We don’t overpay at Walmart out of the goodness of our hearts. Likewise, we don’t pay attention to advertising that doesn’t give us something of value in return, either discounts, entertainment or information.

I could launch from here into the value of developing personas to ensure advertising is delivering value. And it is true, understanding your audience is critical. But instead, below are real results comparing an ad unit to other elements of the page.

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Do You Need to Stop Measuring Marketing?

Measure - 191/365

Measurement Love

I’m a bit of a nut for measurement. In fact, I spent the first eight years of my career focused on improving and applying digital marketing measurement.

I believe everything needs to be measured. But just maybe, we should stop measuring for a moment. Measurement has gone too far, expectations of measurement are too great, and measurement has clouded our judgement instead of informing it.

These days, all to often measurement has become the purpose, not a tool. One thing I learned in those first eight years Read more of this post

Social Media Success Starts with Commitment, Not Pilot

Homeless personOne of the biggest differences between social media and most other marketing channels is the idea of developing an audience. As a marketer, this may not seem all that new at first — you have a marketing database already, right? But an audience isn’t a database.

An audience chooses to listen to or engage with you. You earn your audience, by listening and engaging, by entertaining or by providing value. On Twitter, @comcastcares, @oatmeal and @thisissethsblog are good examples of each of these. More importantly, unless you are @charliesheen, developing an audience takes time. It takes hours (and hours), but it happens over weeks, months or more. And there is the rub for marketers.

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Why B2B Marketing Is Not Social: An Unexpected Insight from SiriusDecisions

The most important thing I learned at this week’s SiriusDecisions Roundtable in Portland was not something Jonathon Block or Jay Gaines shared, and it wasn’t from a conversation with another attendee. It was the silence of Twitter

Mind you, this was an event about social media and website optimization. Half of the content was focused on how to use social media throughout the sales cycle and the increase in demand this drives. Read more of this post

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