Chances are your marketing budget is being stretched. Many dollars are often wasted by casting a wide fish net across a number of market segments in the hopes of reaching potential buyers. If your messaging is not resonating with the right people, no one will notice.
One of the best ways to build a brand and deepen customer relationships is via content marketing – the creation, publication, and distribution of relevant, high-value content that is customized to the needs of targeted groups. The goal is moving the prospect deeper into the sales funnel towards conversion.
Business-to-business (B2B) marketers are embracing content marketing for their sales pipeline using various digital formats, including websites, articles, case studies, blogs, whitepapers, and videos. The Content Marketing Institute (CMI) 2016 Benchmark study indicates 88 percent of B2B marketers are using content marketing for top goals of lead generation (85%) and sales (84%).
According to the CMI research, one in five B2B marketers are making content personalization a top priority. It’s important to tailor messaging by industry sector, organization size and buyer role – essentially segmenting your database.
LinkedIn is one of the most valuable tools for job seekers wanting to expand their professional networks and obtaining employment. It’s important to be strategic on LinkedIn, by identifying the “right” people who can assist in landing a desired position. Of course, you will be applying to the many jobs advertised on the LinkedIn job board, but remember you’re one of many candidates doing so. How will you stand out from the crowd?
Read these five tips for building your personal brand and growing your LinkedIn professional network: Continue reading
The discipline of public relations (PR) is one of the most cost-effective forms of marketing. PR is essentially managing the flow of information and news between a person or organization and its various publics such as customers, partners, employees, bloggers, journalists, and others. There is a lot to like about PR, particularly when brands can tell their stories in far greater detail and at a fraction of the cost of a typical advertising campaign.
A well executed public relations program has many benefits—from an implied third party endorsement of a company to enhanced customer relationships and industry reputation. The end result is an accelerated buying process, moving leads deeper and faster into the sales funnel towards conversion. Continue reading