How to Avoid These 4 Social Media Marketing Myths

Most marketers understand that social media marketing is a crucial component of their digital marketing strategy. This cross-platform plan involves building company awareness, sharing content and increasing engagement. There are multiple social media sites, and some have been in existence longer than most people realize. While many believe Facebook, introduced in 2004, was the first social media platform, LinkedIn is the true frontrunner as it started a year earlier. Twitter soon followed in 2006, with hashtags introduced in 2007. Pinterest started in 2008, but did not allow business accounts until 2012. Some of the newcomers include Instagram (2010) and Snapchat (2011). These platforms, and others not mentioned here, serve distinctive functions in the marketing realm.

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In the Spirit of Giving: Customer Appreciation

When the holidays roll around, many of us instantly start thinking about what gifts to buy our loved ones. In some cases, we know exactly what to get, while others send us running around at the last minute trying to find the “perfect” gift. But the spirit of giving shouldn’t revolve just around family and friends. What about the people who’ve made your gift giving possible? Your customers. Sending a small gift or gesture to new or returning clients is a great way to maintain a positive relationship and let them know you appreciate their business.

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I’ll Get to it Tomorrow: The High Cost of Procrastination

What’s the busiest day of the week? Tomorrow. And what’s the busiest time of day? Later. In our fast-paced lives where competing and increasing priorities are rampant, it’s easy to procrastinate. Most of us are guilty of it—delaying and putting things off—but there’s a cost to that behavior, whether it’s in our personal or business lives.

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Gated Content: A Right Place and a Right Time

In today’s marketplace, as much as 80% of B2B content is gated. What does that mean? To gate means that specific contact information is required to access content such as a white paper, article, video, ebook or case study. This information usually consists of a name, email address, company, title and possibly a phone number. We’ve all seen it, and most likely, we’ve given up some of our personal information in exchange for a bit of content. But how does gating affect the success and outreach of the specific content marketing asset, let alone the total marketing strategy? Here are the pros and cons of gating content on your website to help determine your decision.

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Business Marketing: How to Avoid Burying Your Head in the Sand

Burying one’s head in the sand refers to an individual’s desire to avoid confrontation, reality, guilt and real or imagined danger. While we most often think of this behavior occurring in our personal lives, it’s common in business marketing as well. Here are a few examples of this ostrich phenomenon. The company operates without a

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The Essentials of Multichannel Content Distribution

Creating effective marketing content takes a lot of work. You have to come up with the idea, develop it, research it, cite your sources and go through countless rounds of editing with colleagues before it’s ready to produce. But then what? How will you get the most views, leads, interest and comments? If you think your audiences will find their own way to your all-important messages, you’re mistaken. Just as important as the content itself is how you distribute it. Without a proactive  content distribution plan to share and build traffic, a perfectly good article, blog or white paper will collect dust in the fast-paced realm of digital content.

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How to Grow Your Sales Pipeline with Lead Generation Strategies

Today’s B2B marketers face increasing challenges and opportunities. At the end of the day, though, it all comes down to just one key factor: quality lead generation. Traditional marketing objectives include brand awareness, customer loyalty, increased market share, talent recruitment and the introduction of new products and services. But without leads, and the resulting sales, businesses simply can’t exist. While lead generation is hardly a new concept, recent studies show that 77 percent of marketers are focused on improving the quality of leads and nearly half have their sights set on improving the number of leads their efforts attract.

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Customer Surveys: A Tool For Better Decision Making

Customer feedback is essential for measuring satisfaction—or dissatisfaction—with a company’s products and services. In addition to learning about what customers like and don’t like, customer surveys can uncover critical needs, reveal marketplace opportunities and strengthen relationships and brand value. Before the growth of digital marketing, companies relied on outbound direct mail surveys, in-store questionnaires and

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30 Ways to Promote Your B2B White Paper

Research shows that white papers are an essential component of any marketing strategy. According to the Content Marketing Institute, 70 percent of B2B companies rank white papers as one of the most effective forms of marketing content above videos, blogs, newsletters and online presentations. White papers are proven to move prospects through the sales funnel

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Why It’s Time to Rethink Your B2B Branding Strategy

When we think of successful branding, certain images automatically pop into our minds. For example, consider MasterCard’s intersecting circles, McDonalds’ golden arches and the NBC peacock. These universally recognized logos are perfect examples of successful and even iconic branding. While these examples represent B2C companies, it begs the question: Can B2B companies achieve the same

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