News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Susan Marshall, ExactTarget Inc. / BtoB / September 12, 2013
Email continues to be the workhorse of digital marketing, and savvy marketers are integrating social media and email to improve the overall performance of their campaigns. Here are some easy strategies that marketers can implement to grow email subscriber lists, improve email campaign relevancy and build new audiences:
• Grow your email subscriber list. Create a new Facebook tab where users can sign up to receive your email campaigns. You won’t see a hockey-stick growth curve on day one, but this is a super easy, cost-effective way to increase email subscriptions and improve results
Lee Price / ReputationCapital / September 4, 2013
Trade shows and industry conferences are big opportunities to generate interesting, quality content that organizers can promote well beyond the week of the event.
But conference content creation isn’t just for the event organizers. Even if your company isn’t running the event, you can take advantage of the content coming out of it.
Sponsors and exhibitors can make the most of time at a conference by thinking like content marketers. When the exhibit hall closes, or when foot traffic to your booth slows, don’t sit back and catch up on email. Instead, use your down time to create content.Read More
Dave Evans / ClickZ / August 28, 2013
As a universal motivator and measure of success, an increase in sales with all other things remaining equal is hard to beat. And if there is a basic model that describes the fundamental challenge facing marketers in building sales, it’s the purchase funnel. From awareness to consideration to purchase, nearly any customer journey can be mapped onto this classic model.
Start with awareness – the “entry” to the purchase funnel – and the methods for driving awareness. Advertising is certainly key, as are visibility (think “location, location, location”),Read More
emarketer / August 26, 2013
B2Bs find it tricky to leverage social for leads, but its value is not in doubt
Business-to-business (B2B) marketers—more anxious than ever to capture viable leads—are enamored with social media. They tell stories of introducing new products via social, saving money when questions about their products are answered by followers from other companies and earning credibility when influencers tout their brand.
B2B marketers know intuitively and anecdotally that social media brings them good leads. But when it comes to proving that social marketing shortens the sales cycle and deliversRead More
Brian Solis / August 26, 2013
Charlene and I recently published a report that documented the 6 Stages of Social Business Transformation. In the process, we discovered the most common mistakes and successes businesses experienced along their journey. What was most surprising however, not really, was the cavernous disconnect between social media strategy and overall business objectives.
- Only 34% of businesses feel that their social strategy is connected to business outcomes.
- Just 28% of companies we studied feel that they have a holistic approach to social media, where lines of business and business functionsRead More