Sometimes it seems that if you are not incorporating blogs, Twitter, LinkedIn, Facebook, Slideshare and a myriad of other social tools, along with geo-targeted search adversting, remarketing, and let’s not forget QR codes into your marketing strategy, you’re shamelessly behind the times and your marketing initiatives are at risk of being ineffective – or so it would seem…
A Fall 2011 survey by Constant Contact, Inc. shows that while most small businesses now market online and utilize social media, more conventional forms of marketing remain an important part of the marketing mix. “Old school” marketing tactics are still essential elements of our marketing tool kits. They may not be the cool kids on the block, but smart marketers know how to leverage under-utilized tactics to their advantage. Think about it. Read More »
Tags: Cisco partner marketing, marketing, marketing mix, SMB marketing, social media marketing, traditional marketing
On May 8-9, I attended Ragan Communications’ 2012 Advanced Social Media Strategies for PR, Marketing, and Corporate Communications summit, hosted at Cisco. Unfortunately, there’s not enough space in a blog post for me to write about all 28 speakers. Instead, I’ll focus on some recurring themes, trends, and ideas that stood out to me.
The world is changing at an uncomfortable pace
Carlos Dominguez from Cisco said it simply: the next generation is reinventing the rules. Globally, more people own a cell phone than a tooth brush. This made me think—many companies are having trouble understanding and adapting to an environment with Millennials (born 1982-2000, like me!). Are we prepared for the change that the “always on” generation (born after 2000) will bring? As children, they’re already having a huge impact. Carlos showed a video of a child that thought a magazine was broken because it didn’t respond to touch. It’s not surprising that the iPad is now the most popular toy for children.
Later in the day, Kim Celestre from Forrester Research and Jeremy Bromwell from Definition 6 spoke separately about a change from “media” to “social.” Technology is not always the star of the show anymore. It is simply a vehicle for interactions and communications. The focus has shifted from having technology to what that technology enables you to do.
Brian Solis from Altimeter Group continued the discussion with a presentation about Social Media Optimization (SMO) as the “new” Search Engine Optimization (SEO). He said that it is no longer his job to talk to you, but to talk through you, since in this new social environment, the audience has an audience of audiences that are all connected.
Content FTW (For the Win) Read More »
Tags: Cisco, marketing, PR, Ragan Communications, social media
I was recently asked by a Cisco partner which social platform was better for B2B marketing – Facebook or LinkedIn? My response went something like this – We’re all using Facebook to connect and share with our family and friends and with 800 million users, Facebook is hard to ignore, but do we really want our professional networks and personal lives to intermingle to this extent? There is always the option to create a separate Facebook page solely for business purposes. However, these types of pages are more likely to be successful for B2C companies where the target audience is already a regular Facebook user and the product or service they’re selling is a lifestyle fit.
On the other hand, LinkedIn is a social platform designed specifically for the business professional. It’s used by over 160 million people worldwidewho did nearly 4.2 billion professionally-oriented searches within the platform in 2011 and are set to surpass more than 5.3 billion this year. If I only had $10 to spend on social marketing and I had to choose between LinkedIn and Facebook, I would choose LinkedIn. The audience is more targeted, more qualified for the B2B technology market we focus on and the platform offers many ways to engage with this audience.
Here are five thoughts on how to maximize LinkedIn for business:
Read More »
Tags: b2b marketing, Cisco partner marketing, facebook, linkedin, marketing, social media, social media marketing
On May 8th and 9th, come to Cisco Headquarters to learn advanced social practices, mingle with old friends and make new ones at the 2012 Advanced Social Media Strategies for PR, Marketing and Corporate Communications Summit. Hang out with us and other attendees in the real and virtual worlds as we explore topics like how to:
- Adapt to the social business model: the key to real culture change
- Hone in on the “social” aspect of social media
- Build a collaborative case for social media to persuade your C-suite
- Use carrots—not sticks—to get buy-in for a social media marketing strategy
- Take risks, measure results and meet marketing goals using social media
- Track the ROI of social media Read More »
Tags: advanced, best practices, Cisco, communication, events, marketing, PR, Ragan Communications, social media, strategy, tips
You have expertise and that can be a powerful differentiator for you in business.
Use a webinar to share your knowledge, attract new people and even help hone your internal processes. Here are five reasons why using webinars (and WebEx) is good for business.
1. Add value to your brand.
Leverage your in-house expertise using it to distinguish your business leadership. A good webinar parallels all of the information your company is already putting out, but adds depth to a particular area. It also can allow users to ask specific questions. Here’s how Mike Bartkus at SkillSurvey uses webinars to tell people how to avoid bad hires. While you learn new information, you tacitly trust Mike’s advice and expertise.
2. Educate and inform your audience; share your passion.
Seeing is believing. If you have a great widget, show me how it works and what it can do for me and my company. Engage me. Don’t bore me with a slide-show about your company’s history. Show me what your product or services can do and why I can’t live without them.
3. Fill the funnel.
Generate marketing leads with a successful webinar. You’ll attract those people who are most interested in the subject matter which should shorten your sales cycle. The potential audience here is unfettered by time or location, and bonus, the webinar lacks the associated travel costs of a large marketing event. It’s win-win.
4. Create a lasting impression.
“Whatever webinar you’re doing, it’s worth recording it,” says Brian Carroll, CEO of InTouch Inc. “We’ve been able to show that 300% to 500% more people watch a recorded webinar than attend a live one,” Carroll said. “If you don’t record it, you’re missing out on more than half of your audience.” Creating an asset that can be used repeatedly over time can save you money and time.
5. Move your business forward.
Webinars can help you train your employees on a new piece of software from your home office, saving you time and travel costs. You can provide employees with everything they need all at the same time, with hyperlinks, and if you record the webinar, employees can refer back to it at a later time if they need a refresher or feel that they missed something the first go round.
Read More »
Tags: event, marketing, Online Meeting, Recording, WebEX, webinar