5 More Awesome Articles On Inbound Marketing
The last time I filled the space of this blog with a content roundup, the response was overwhelmingly positive. So much so that an encore is in order.
Here are 5 more awesome articles on Inbound Marketing:
This piece is brought to us courtesy of Daniel Scalco, CEO of Digitalux. In it, Scalco suggests five strategic elements that bear emphasizing in a winning B2B marketing program.
What I love about this article is the elegance of it’s commitment to simple truths; The sorts of best-practice marketing truths that we’re all aware of but often neglect.
Scalco reminds us that your Buyer Personas are more than items on a checklist, they’re your main resource when conducting audience targeting and market segmentation. They’re worth taking seriously and investing in.
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Scalco applies the same common sensibility to the needs for constant feedback collection and explicit goals and milestones. Essentially both these imperatives serve the same purpose: Getting you where you want to go. Without feedback, you’re flying blind; without goals and milestones, you don’t know where you’re going.
On top of those much-needed best practice brush-ups, Scalco offers some wisdom on the value of explainer videos and the need for a long, patient approach to funnel construction and the nurture process. Well worth the read!
With this article, Ashley Bailey provides an overview of the art-science of neuromarketing. “What is neuromarketing?” you ask. As Bailey tells it, “Neuromarketing looks at why consumers might choose one product over another and then further extrapolates how to utilize marketing techniques to get a specific result.
In short, it’s a new approach to an old riddle. It’s an interesting piece to be sure and reminds me of Penguin Strategies’ own take on marketing psychology. Highly recommended.
What worked yesterday may not work today. In fact, what you need to succeed today is often defined by its departure from bygone practices.
So how will you ever know what to do? With the help of Amie Marse, of course! This is essentially a refresher on standard content marketing best practices.
Be advised: no longer can you expect to excel on the basis of keyword stuffing, gimmicks, and sales-minded content. Today, you’re more likely to find your edge in dedicated software or a compelling human appeal.
Duly noted, Amie.
Speaking of – what is a compelling human appeal other than a strategic narrative? And isn’t capturing and conveying a strategic narrative really the crux of marketing?
Well then, consider yourself lucky that Mark Bonchek is here to drop some enlightenment on us. In this article, Bonchek breaks the key to building a strategic narrative into three ingredients:
- Human context
- Shared purpose
- Brand DNA
Bonchek gives the example of Starbucks as a company that’s successfully put these pieces together to build a strategic narrative:
“At the core of Starbucks’ narrative is the idea of a “third place.” Before becoming the CEO, Howard Schultz traveled through Europe and realized that in every country there was a third place between home and work where people gathered for conversation and community over a beverage. He envisioned Starbucks as a third place for America. The concept of third place powered years of exponential growth for Starbucks.”
A compelling human appeal indeed!
This article, composed by Anna Manteufel, delivers exactly what it promises in ways to add personalization to your marketing program.
Between tweaking your tone across different social networks and varying your posting schedule – or accompanying image choices – to prevent an automated feel, there’s plenty you can do on your own and for free to up your personalization game.
Then of course you can always work on your brand authenticity. Show a human face. Share event photos to capture yourself or organization in a different light. Engage your social audience in a meaningful and substantive way.
Customize your communications to their specific recipients. Ask questions, give answers, express an interest. It’s not enough to take from the webosphere, you have to be prepared to give.
Obviously, some of this can be automated and some cannot. Either way, you need to be segmenting. Those segmentations will guide your manual processes and automations alike. For food, the term supreme is used for a segment. Manteufel convincingly argues that for marketing, nothing less than supreme will do.
There you have it. I feel smarter already. With this new information under your belt, walk forth proud in the knowledge that you are a hero of inbound marketing!
Have you come across any awesome articles on Inbound Marketing that you want to see featured?
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