During Facebook CEO Mark Zuckerberg’s testimony to Congress, not all of the questions lawmakers asked him made sense.
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I mean when you think about technology as part of the solution it’s not everything right and I know Mariana you and I yesterday talked about this issue of process product people how’s that working for you what’s top of mind for you as it relates to kind of Chris’s comments right right well I find that the technology is moving faster than I think the people are in adopting it and using it the most effective ways I think what helps are having key performance indicators that you align around so analytics that you would you know lying around in sales and marketing and other organizations that care but I find that one of the challenges is getting large numbers of people to adopt to new ways of working even when
you align to analytics yeah you you’re both from kind of large organizations so that alignment is even more of a something you have considering right yeah I know Traci you actually wrote the book on kind of account patient marketing sales and marketing alignment what do you think about whether what are you seeing and how do you think that maps to the comments from Mariana and Chris yeah I mean we have the same challenges just on a smaller scale that we’re more of a mid-market sized company we are all in on a VM Nate especially for our enterprise business not only going after new logo accounts but expanding it in
our customer accounts and that’s really a new way of thinking for marketers I think we always used to be thinking top of funnel and converting new leads into new customers but we’re spending just as much time looking at our customer base and figuring out how to add value as the marketing team yeah in you know Chris we talked earlier about analytics and how critical that is for this you you kind of done a lot of work with analytics at your at your firm yeah I mean we’ve been working hard to sort of really understand what the customer what the customers are looking for and I think you know as marketers it’s very easy to
kind of ignore some of that because it’s a bit geeky it’s a bit dial it’s a bit hard but actually most of your insights come from that data right you know when you actually start looking at that data in a really you know focused fashion you can actually find some really good gems here I’ve made I made a thing when I joined the role that I’m doing to make really good friends with our NPS guru make sure I understood what the cool centers were doing what they were talking about and also what our brokers and clients were talking about so as we could actually focus on the things that really mattered to them and I think you know that the analytics when you start to build these systems and build these platforms then
tell you more stories and then they’re often things that you don’t really realize that are going on so it’s really interesting interesting times right now yeah you know you don’t know what you don’t know until you analytics grab solutely yeah great let’s shift gears slightly we’re at the end or getting close to the end of 2018 so we’re starting to think about 2019 planning and most marketers I speak to or thinking about you know the challenges they’re facing in the year ahead Mariana when you think about what’s coming in 2019 whether it’s technology or training you know what’s top of mind for you as you get ready to think about your next
year and the things ahead yeah we’re we’re still learning how to do integrated marketing so that we can sort of reinforce the core messages around key campaigns versus what used to be called spray-and-pray type of tactics of just going out there so we’re actually still learning how to use all the channels around the key campaign or a key message effectively in an integrated fashion that’s definitely part of what we’re looking at we’re also looking to incorporate some of the AI and machine learning into our outreach in our communications brand is
also a big emphasis but I find that in the day in the age of these you know sort of data-driven efforts which I wholeheartedly support I’m an engineer by training we forget that ultimately engagement matters and engagement with the customer or the consumer or the prospect and that goes back to what is that you bring a value to that relationship so we I keep reminding myself and our teams that we’re still in the human to human interaction yeah your beginner’s mind approach to this AI and the application of it for the sake of your business is a great observation Tracy you are in the part of Silicon Valley yes and in this new
age of everything that Mariana just said about like how do you take advantage of AI let’s take a beginner’s mind approach how do you think about that when it comes to hiring and finding people and the skills you need in in today’s environment yeah Nate talent in and finding the right talent but also grooming the right talent when you have it in your team is so so key I’m really finding the best candidates have a blend of sales and marketing like nothing better than to have a new marketer that’s carried a bag on a sales team or been an SDR there’s a lot more integration happening there I know that I’m trying to do in my group really creating what I call a capital t-shaped marketer where every marketer has
visibility into what’s going on and the different I’d say domains whether it be digital or more personalization or analytics so they can play a better role but a lot of that’s on us as leaders to train right and so using things like trail head or using things like green fig micro education for digital marketing certification I think is really really key yeah that’s great I think Chris you probably have a unique perspective too because you have the the challenge of modern marketing skills combined with the very specific needs of your industry right in the healthcare industry I think an echo an echo tracing to say I think there’s there’s a there’s an added challenge to what we have is you need this you need the generalists to
understand the whole what are we doing why are we doing it and all that kind of stuff but you also need the specialists and to go deep into how to use an email platform how do you use the CRM platform and I think you’re giving that mix is really hard and then layered on top of that we’ve obviously got the financial services experience that we that we always need or want I’m not so sure that that’s you know necessarily a you know an absolute must-have but I think it helps you know in terms of hiring on fire yeah sort of get the right getting the right team together I wanted to add a comment to what you just said regarding
kind of the skills which is you know we keep hearing about STEM jobs right in the market and you should be going after engineering jobs and things like that there’s phenomenal numbers oriented jobs in marketing yeah and you know I think that we’re seeing kind of a new generation of marketer coming up that come up through math and science and are super data-driven there’s phenomenal roles for them in our marketing teams like please people that are data science oriented don’t go somewhere else come look engineer heart right as you grew up it yes oh yes yeah definitely we have marketing as a disciplines
transform I mean and it transformed very quickly it’s become very much in a data based analytics game that balance that I alluded to earlier is important to strike but when I look for what I find when I look for people and I try to fill these very high tech jobs you also need to find people who care about the context right and and the environment they’re in right now kids right right so it’s not that sort of very focused data-driven approach but it’s analytics and the why questions are being continuously asked and they need to ask the right questions is right I think that’s critical you’re not asking the right questions is is a no-no right I think that whole engineering understanding the data getting into the real depths of it it’s really important the name coming but back up again and being able to sort of see the landscape it’s really important right though we are at Dreamforce we’re
gonna we’re almost out of time we’re really excited you all were here thank you so much for coming but we’re at Dreamforce day one what are you most excited about to see or learn or participate in for Dreamforce while we start with you Mariana I love your executive forums I love the roundtables I learn every single year and I get inspired so that all experiences that’s that was great having you yesterday on the CMO council the first one we’ve ever done that Tracy helped us with Chris how about you I think it’s about what’s the art that possible I think here’s a lot of stories out there all Sonny can do this something can do that I think
this is a great place to find out well what it can do and how you can put it all together yeah I love that Tracy I’m excited about the first ever part Akeno I am too which I’m gonna be in the front row and I wanna hear we’re a relatively new part customers so I really want to find out what the best practices are I do I’m so looking forward to you being there tomorrow or Thursday sorry so wrapping up thank you thank you all for being here with us today we are excited to have our b2b marketing keynote that Tracy alluded to it’s Thursday at a.m.
at the Marriott Marquis your point of room nine we have an additional exciting thing we’re doing with the pod up puppies Wednesday from to right outside of minute and fourth Street and last plug for our team is the Pied Piper at the Palace Hotel is everything b2b marketers will see there thank you for having us thank you .
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In this video, we’re gonna talk about LinkedIn Marketing and eight reasons why we feel it’s the number one advertising channel for B2B, for lead generation and advertising. Hi I’m JB with marketing 360, and we help small businesses grow with our marketing and design, talent and technology, through our number one marketing platform, Marketing 360. We call marketing and design MAD, and we love MAD, and hopefully these videos will help you fall in love with MAD too, so make sure to follow us to learn tips, tricks and strategies to grow your business and fuel your brand. So first off, why do we feel that LinkedIn is such a powerful channel for B2B with regards to lead generation and advertising? And we’re not talking about using LinkedIn to basically find new applicants and look for hiring channels to open up. What we’re really talking about is B2B businesses using LinkedIn to acquire more customers and leads through that channel. And so let’s talk about these eight different reasons and why we feel that it is so powerful in that space. Reason number one why we feel LinkedIn is so powerful from a B2B advertising perspective is that there is 500 million professionals listed on LinkedIn.
That’s massive. Basically every legitimate business that there is, the key players of that business are at least listed on LinkedIn if not most or all of the employees of their company. So it’s a huge channel where you have direct access to this professional audience in one platform. Reason number two LinkedIn allows you to pin point target the exact professional that you want to get out in front of. So there’s a huge list of ways that you can target, and actually gonna just read ’em off for you ’cause there’s so many. You can target people by industry, company size, company name, job title, job function, job seniority, years experience, schooling, degrees, fields of study, skills, age, gender and location and geotargeting, and you can even target LinkedIn Groups which are groups of people on LinkedIn that are following a particular topic or industry. So if you just think about that, that’s crazy right? You have all of these professionals listed 500 million, and you have all these different ways to target those people, based on that, you can really get in front of the perfect person at the perfect time.
Reason number three, I’m just gonna extend this targeting talk a little bit further and walk you through an example. This is a reason why it’s so powerful. If you were selling a product, let’s just say to contracting companies, okay. And let’s say that you were selling that product or service to contracting companies that are only in Colorado, and you wanted to get in front of the decision maker, which would be maybe the business owner. If you could literally target exactly that way on LinkedIn, so you could target the industry of contracting, which would give you a certain number of professionals, then you could say show me the business owners in that industry, which would drop that down further.
You could then say show me those folks in Colorado, that would drop it down even more targeted, and I could even go a step further and say I want businesses that have more than 20 employees that are contracting businesses in Colorado, and you could get in front of those particular people, and that will really segment it down to a very very targeted list of people that you can run ads towards which is gonna be very very accurate, and you’re gonna see great results with regards to marketing. Reason number four, LinkedIn lets you run sponsored ads that show up in people’s feeds. So a lot of people are using LinkedIn every day to follow content, to follow groups of content and those sorts of things. You could run sponsored content within those feeds which can be ads for your business. These can be articles or videos or images that you put into the feed with a call to action and one of those call to actions can be to basically get a free quote or something along those lines that submits the lead instantly to you.
This is pretty powerful because yes you can lead them to a landing page of course, but this can skip that step even and you can click this button, LinkedIn already knows their name, their phone number, their email, this information is accurate right? Because they’re active users on the platform. When they click that button, that lead goes straight to you, so there’s no bottlenecks and the lead information is accurate. This is hugely effective. Cost we’re seeing there range from five dollars to 10 dollars a click, which is super affordable, conversion rates are pretty high. We’re talking 10, 15, 20% conversion rates which means the cost per quality lead for you is generally gonna be in that 50 to 100 dollar per lead range with high quality, so this is a really strong channel that should consider for running sponsored content on LinkedIn. Reason five is LinkedIn let’s you run InMail email campaigns, and so through LinkedIn, basically what happens is you can send people and professionals that you’re targeting an InMail message which is much like email, and actually it sends you an email notification as well, so these people are going to see that.
Basically you pay per send, but it’s very very targeted. The pay per send is usually five to 10 maybe 15 dollars per send, but you’re getting in front of that perfect person at the perfect time. All’s they need to do is reply to you to carry the conversation forward, or you could even put a call to action in that InMail message where they can convert right there, maybe submit a lead to you directly right at that moment.
So this is hugely effective because it’s hard to maybe build and even know who to contact maybe but you know the demographics, and you know the targeting and you know the types of professionals, LinkedIn knows the rest, so if you can set that up, you can send them a pin point message at just the right time, probably start that conversation with somebody you’ve been wanting to talk to for a while.
Reason six LinkedIn let’s you run display ads and text ads which is traditional digital advertising on the LinkedIn platform, so you can target those particular professionals that you want to get your ads in front of, and then as they’re using the LinkedIn platform in various places, they’re gonna see your ad, your banners, your text ads throughout the platform. This is much like advertising with a display across other platforms and channels also, this just happens to be on LinkedIn where your ads are showing in front of that perfect professional at that perfect time. Reason seven why LinkedIn’s powerful from a B2B perspective is you can do retargeting on LinkedIn. What this means is you can put a pixel code on your website, so when these professionals are visiting your website, however they may get there from other channels you may be advertising on, they’re gonna land on your site, and now afterwards, as they’re using LinkedIn for other things, they’re gonna then see your retargeting ads on LinkedIn. This is powerful because it just keeps you top of mind, so as they’re using tools like LinkedIn, they’re seeing you which is building trust in their mind, that connection should occur, they’ll eventually move to doing business with you.
Reason eight why LinkedIn’s effective, you can set daily budgets, and you can set lifetime budgets to keep you within your overall budget. So you can set that ahead of time, you can say for this campaign I want to spend maybe a thousand dollars and see how this performs, and then I’m gonna analyze it, but I don’t want to spend more than that. You can go in there and you can set a lifetime budget like that if you want to. Run that test, do some analysis, optimize and move forward. So those are my eight reasons why I think LinkedIn is super powerful from a B2B advertising perspective, but I did want to jump into some basically some bonus tips when you start this advertising, some things you can think about ahead of time that I think will help you drive some better results. Tip number one is to give it some time.
Don’t just give up right away, let your campaign run for a while. Studies show on LinkedIn, after somebody sees a piece of content or an ad 10 times, the chance of them converting is significantly higher. So if you’re not running your campaign long enough for your professionals to see you at least 10 times, then you really haven’t given them enough time to soak up your branding and your message to turn to a conversion, so just don’t stop too early.
Tip number two is to optimize based on the results and project that forward. So run a test, run a small test, see how it performs with your ad copy, with your call to action, with who you’re targeting, what do those results look like? Are there some good things you can carry forward, and maybe some bad things you can take out? Marketing’s really just about doing more of what’s working, and less of what’s not, so if you can make these iterations every time you run these campaigns, you’ll eventually end up with a super dialed campaign on LinkedIn driving some killer results. Tip number three is to do some A/B testing of different ads and different content pieces to see what’s effective. Come up with maybe two or three concepts up front, that you think will be good, just go ahead and run all three, and then you’ll look at the analysis, and you’ll see which one really performed best, then on that second campaign, be just focused on that particular ad, call to action or piece of content.
Tip number four is that while you are marketing and investing heavily in LinkedIn advertising, also invest in multichannel outside of LinkedIn. Run some ads on Google, run some ads on YouTube, run some ads on Facebook. If somebody comes to your site and gets retargeted on LinkedIn, they should also see your retargeting ads on those other channels as well, because they’re not always on LinkedIn. That’s very important to B2B, but they’re also in these other channels like Facebook so make sure you invest in marketing on those as well. Tip number five is integrate your ad campaign on LinkedIn with your CRM, so when somebody fills out a lead form and converts, or even goes to a landing page, make sure that they’re going directly into your CRM so that you can work the lead. You could maybe even set up email automation to deliver to them basically additional drip campaigns of content via email after they convert on LinkedIn, so definitely take that extra step and integrate ’em with your CRM so that you’re as efficient and automated as possible.
And tip number six: use a multichannel advertising platform to manage all this. It’s very cumbersome to manage a LinkedIn campaign and then log in over here to Facebook and manage that, and log into over Google and manage that, it could be a nightmare right? So use a multichannel advertising platform where with one login and one platform and one budget, you can allocate your dollars to the channels that do best and you can see all the results from a singular platform. Marketing 360, that’s a perfect platform for multichannel advertising, you’ll be hard pressed to find anything better, so take a look at that, give us a call if you have any questions, we’d love to help you out. So hopefully this video helps you better understand LinkedIn advertising, how it could be really effective from a lead generation standpoint for B2B advertising.
If you have any questions leave a comment, call us, also if you like the video like it, share it, and if you want weekly text message marketing tips, text MARKETING to 39970, thanks. (funky music) .
As found on Youtube
One of YouTube’s top fast food reviewers is a college student who lives with his parents in suburban New York. Known as “ReportOfTheWeek,” he has a 1940’s look and a devoted fanbase. CNNMoney talks to him about how he got his start and his biggest competition.
Produced by Jon Sarlin
You know what time it is it’s Q&A Tuesday time Beth the owner of taste selects cupcakes in Virginia right Marie I’m exhausted frustrated and finished with my cupcake store I have owned this business for six years and of course I have the most incredible cupcakes ever all caps but the problem is I have no idea how to market my local business I am the only Cupcakery in my whole area what yes only I’m a 39 year old mother who juggles life very well but marketing who and what we are I suck at she really wrote that I suck at one day I would love to have stores across the country but not if I can’t even convince my peeps in my small town any ideas first up Beth I want to congratulate you for running your cupcake business for six whole years especially since you kind of suck at marketing as you say but girl you better come correct because you ain’t the only person selling cupcakes in Lynchburg Virginia momma did some research and there’s a little shop called sweet Stella that is coming on the scene that means you better step two because the cupcake competition is heating up if you don’t get your marketing game on your business is gonna get bites and frosted I’ve checked out your website and there’s a ton you could be doing to spread the cupcake love strategy number one is build your list first thing when I went to your website I noticed you have no often that means you’re not collecting email addresses and you’re leaving thousands of dollars on the table have you not been watching marietv every business needs a way to stay in touch with prospects and customers and since every person you’re going to do business with has an email address building an email list is one of the cheapest and easiest ways to do that I recommend you start collecting email addresses and birthdays both on your website and in your shop you can set up your email management system to send emails out on your customers birthdays that tells them to come in and get a free cupcake you can also send promotional emails that tell them about new flavors about holidays or any other promotions that you want to offer there is so much you can do with email marketing that will dramatically increase your visit strategy number two is fine local partners and butter them up unintended make a list of strategic partners in your area and get your hustle on seriously you should be setting appointments every damn day to meet these people form genuine relationships because they’re going to order boatloads of cupcakes on the regular want some ideas first up businesses everyone has office parties and birthdays and going-away celebrations you can make a list of all the local businesses in your area make an appointment drop by give them some samples and then let them know you’d be happy to deliver dozen or two dozen or three dozen cupcakes whenever they have a celebration and don’t forget get them on your list next think about wedding planners and event planners make a list of everybody in your area set the appointments and go and drop off some samples and remember get them on your list last but not least PTA pitches go around to local schools find out who heads up the PTA and give them some cupcakes for their next meeting and don’t forget all together now get an on list strategy number three advertise once you get that optin up consider testing some Facebook ads to attract local business offer a free cupcake on your birthday for newsletter subscribers only strategy number four use social proof you need to add some great little customer reviews on your website like this hot one-liner I found about you on Yelp these are hands-down the best cupcakes I’ve ever had in my life strategy number five highlight what makes you different here’s what I mean you need to shout about those special flavors you have like salted caramel cookies and cream you also got some s’mores they are so far beyond basic vanilla and yet they’re totally hidden on your site you want to make them front and center you can even do a flavor promotion of the day remember a little flavor porn goes a long way mmm so they have it Beth over half a dozen ways you can market your cupcake business so you don’t get baked and frost it by the competition now I’d love to hear from you if you have more marketing ideas that you want to share with Beth or everybody else please leave a comment below or if you want to let me know if any of these ideas can be implemented in your business tell me all about it you like this video make sure you subscribe and share it with your friends if you want even more great resources to kick ass in business and lives and a little something something that I can’t really put in a video come on over to marieforleo.com and sign up for email updates thank you so much for watching and I catch you next time I nailed it I’m like a Papa Smurf have a Papa ain’t no stains on this blue dress
As found on Youtube
Hey guys, Andrea here and today we are talking about 8 tips to up your Facebook game! First up on my list is the Facebook canvas… these are really cool ads. You are able to create your own branded interactive fullscreen Facebook ad. You can implement video, call to action buttons, swipe through carousels, images text, the options are endless. Next up on the list is Facebook Insights. This is my go-to tool you can see what posts start performing well. If video or if images or if links or if text is working better for you and your audience. You can see what your audience is into. All of this is within Facebook Insights. Another Facebook tip is scheduling your posts. Either Monday or Tuesday, scheduling out your posts for that entire week that way you’re not stressing at the end of a work day to get a post out. Next up is removing links.
Whether that be a blog post, whether that be a YouTube video. Whenever you upload a link into Facebook that link is already embedded in the post, leaving it in there only looks messy. Another Facebook tip is cover images and videos. Yes I said videos and this is a new feature that Facebook has shared. Next up is the targeting tool for your individual posts. But what’s cool about this is for specific posts you can target gender, you can target age, you can target interests, language, you have the option to reach those individual people in that certain target audience. Next up is using specific keywords in your social media posts. They all work just like normal search engines and including those relevant keywords into your posts makes your business and company more searchable. Next up is pinning posts to the top of your Facebook page.
If you have a special going on that week, you can pin this post to the top of your Facebook page so it’s the first thing that people see you when they land on your page. Here at Epic, we love utilizing all social media platforms but especially Facebook, and we’ve seen a ton of success in using these tips that we’ve shown you today. Make sure to subscribe to our YouTube channel to stay up to date with our weekly vlogs! We’ll see you next time! .
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