We all know that we can't own our audience's attention from day one. They are in control of the conversation, and will only give you their attention if and when they choose. With digital marketing, you can earn attention and keep it.
At the Marketo Summit in Boston, this was a key theme of the customer track, which focused on the concept of renting to own your audience's attention. For instance, Marketo rents attention by sponsoring emails and getting in front of the customer. Once the customer shows interest, Marketo delivers relevant content to have a conversation with the customer, which earns their attention.
How can you do this too? Here are the insights from event.
Out of all the different ways Marketo markets to their customers, content plays a role more than 50% of the time. Content is a way to provide relevant, interesting information to help their customers. Therefore, web content, such as blog posts, is the most effective way for the brand to gather strong leads.
Not only is content needed as part of the marketing process, but it must be relevant content. By understanding your audience, from their web habits to their email clicks, you can serve up content that interests and excites them. This opens the door for more conversation, as it breaks through the clutter of uninteresting emails and content your audience sees everyday.
Mapping out your marketing process and funnel is crucial to serving up relevant content to your audience, which keeps them in your marketing program. This is where a nurture journey comes into play, and whether your journey is a few simple steps or a map as intricate as a football coach's play by play, laying out your process for nurturing the customer will help you stay organized while increasing your effectiveness.
There is a difference between engaging marketing and blasting your marketing message. By listening to the needs and wants of your customer, you will be able to provide them with relevant content and touch points to keep them engaged. Listening to your customer goes beyond verbal and written language. Listening is about understanding their web activity, how they respond to your emails, and many other nonverbal actions.
While content and different marketing tactics work for Marketo, they understand that the journey from web visit to customer is not a short one. The customer controls the journey and it can be long. In fact, for Marketo, the average amount of time it takes for a lead to become a customer is 327 days. By understanding this and being aware and connected to their customers throughout the journey, they can get those new customers in action. Deliver the right message, to the right audience at the right time, and you'll be closer to earning the attention of your audience.
Amanda Nelson is Director of Marketing at RingLead where she leads the content marketing strategy and execution. She has spent the last three years in content marketing and community management at salesforce.com and Radian6, and has a background in account management for interactive and full service advertising agencies. Follow her on Twitter at @amandalnelson.
I’m sure you have a few minutes for lunch or have a slow Friday afternoon every once in a while. That is prime time for social selling. Here are the steps to do it quickly every day.
Find a tool to help you automate your social posts. While you don’t want to be a tweeting machine, consider this: if it comes down to either not being social or scheduling posts so you have content out there, which one would you choose? Find relevant content and spend 10 minutes a day scheduling it out. A few minutes of scheduling can be days of tweets and content to share.
Great content is relevant content, so search through tweets for particular mentions of your brand and industry. Then, set up notifications to respond. Email notifications make it easy, and once you have the posts to share, add them to a Google Doc, an Evernote, or even a Word document. That way, you have a list of content to share later. And with the notifications, every time someone mentions a particular phrase relevant to you or your industry, you will be the first to know.
By finding relevant posts to share, you can then schedule them out over the course of the next week or two weeks. In just a couple of hours, you can schedule enough posts that cover you for the entire month.
If you have a half hour to grab a salad or a sandwich, you have time to tweet. Use this time to check your phone, see what’s going on, answer questions, respond to people, and even schedule some posts for later on in the week. Everyone has time to eat, so everyone has time to tweet as well.
In the first few months of using social media, track the growth of your followers and retweets. That information lets you see the growth and will motivate you to keep going.
Eric Tung is a the top-ranked social media professional in Houston. He was recognized as a top influencer in Social Media by Forbes, and as an “instrumental contribution” to winning the J.D. Power & Associates Customer Service Award for Excellence. Eric's experience includes communications, marketing and sales for Apple, Dell, Applied Materials, Newell Rubbermaid, The Home Depot, and the world’s largest power producer, GDF SUEZ. He has been featured by The New York Times, National Public Radio and American Public Media, local Fox affiliate KRIV, VentureBeat, PRWeb.
Dirty data has a way of silently infiltrating your organization, creating frustration, inefficiency, and dismal user adoption in the systems themselves. It can affect marketing, and each department and group of stakeholders in a very different way. Oftentimes, the problem is not brought to the forefront of the organization’s collective psyche.
The good news is, as marketers, you are not alone and there are solutions to find, remove, and prevent bad data as well as enhance the data you already own. Here are four steps to do it right.
Use an application (there are free ones out there) to see a dashboard of your duplicate situation. From there, select where you want to focus. For marketers, focusing on leads might be more important than other objects in Salesforce, for example.
Notifications when duplicates arise is important to ensure duplicates are stopped and prevented going forward. Depending on the data deduplication vendor, you can have many different templates to notify the owner of the lead or contact that there’s a duplicate. Typically, the account owner is alerted first, but for new leads, you can route it through your assignment rules in Salesforce. Consider using your active assignment rule or even a hidden inactive assignment rule just for your data deduplication vendor.
You can also change the owner of a lead, and reroute it through the assignment rules. For email, you can trade tasks with an email notification.
Use an application for duplicate removal which finds your existing duplicates and merges them together. Duplicate removal merges the duplicates and cleans up the database quickly. For every minute that goes by, there will be fewer duplicates until finally, no duplicates will remain.
To make sure the duplicate is merged with the right contact, you’ll need to set master rule settings. This way, all new data matching the original record, or master record, will automatically match and merge. If you have five records in Salesforce, you likely only want to keep the lead source from the first/master record, but use all of the current title and phone number fields from the most recent entries.
How accurate is data deduplication? The more fields you have, the more information you gather. That means, the data quality platform can do a better job at removing duplicates. In other words, the more fields, the better. More fields and more data establishes the groundwork for data enrichment, which I’ll discuss in Step 4.
Once your data is clean, you want to keep it that way. Duplicate prevention stops the bleeding, and ensures you’re not simply putting a cap on that leak. Dirty data will continue to infiltrate your system as your contact data changes, but with strong prevention apps specific to marketers, your data will be checked before it enters your system to avoid duplicates.
Duplicate prevention checks your new data against your existing data to make sure that it’s unique. Whether you’re loading the data in or it’s coming from a web form, duplicate prevention acts as like a gatekeeper to make sure all data going in is unique.
Just-in-time contact and company data provides real-time data to marketers in a similar way that Google provides real-time search results for websites. This technology comes into the Salesforce world and creates a great tool for marketers.
This goes beyond finding duplicates because once you have your unique data, you’re going to want to augment it or enhance it. That’s where data enrichment comes in. It scours the web to fill in the empty fields in your lead or contact data.
Data enhancement boosts the data you already have. For example, a contact’s URL can help identify other team members at that company, the company address, social profiles, etc. Now that your data is clean, your enrichment opportunities are endless.
Starting at Symbol Technologies and Motorola Solutions, Michael Farrington dedicates his career to salesforce.com and the Force.com platform. In 2006 he guided the global deployment of salesforce.com to 1,000 users, not only serving as business analyst and technical resource, but also traveling to nine countries to personally deliver end-user training. Michael founded Qandor, focused on building productivity apps for system admins. Qandor’s apps are among the most downloaded on the AppExchange. The success of the Qandor brand lead to its acquisition by fellow AppExchange Partner RingLead, where he serves as Chief Product Officer.