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Thanks Jay. Extremely relevant post! You really can't say it too many times: Understand your audience and then plan, plan, plan.
1 year, 5 months ago on Now THIS is How You Do Video Marketing as a Brand
JayBaermunnerlyn06 That's also a really good point. We have had clients ask whether any other companies in their space are blogging or using social media or whatever, and my response is that there's power in being the leader.
1 year, 6 months ago on Our Dangerous Addiction to Social Media Case Studies
Great post, Jay! I confess to squirreling case studies away like acorns for the winter, so I'll be prepared when people ask whether there are any examples of companies with tangible social media results. (Um, yes.) But as you articulated so well, that's the wrong the question. What we need are relevant examples of companies in similar industries with similar objectives. Otherwise, the answers are interesting and even inspiring, but don't really provide data we can apply to our own work.
I heard about and downloaded InboundWriter a while back, but haven't done anything with it yet. Interesting to read about your successful results. Maybe time to dig it back up and give it a try.
1 year, 7 months ago on The Science and Results of Real-Time Content Optimization
I agree Jay, and I thank you for the Buffer reco. It's extremely easy to use and is a great way to consolidate the time you spend reading and curating content without flooding your stream all at once. It's definitely made my life easier! I also agree that the Buffer team is awesome. Every time I've had a question they've gotten back to me super fast...even though they're in a very different time zone!
1 year, 7 months ago on Holy Twit – Increased Tweet Volume Drives Results
I want one of these SO bad! Cool set-up, Jay.
1 year, 8 months ago on Treadmill Desk and Multi-tasking
StephanieTilton Stephanie, thanks for sharing those stats! If we put ourselves in the shoes of the person doing early-stage research, it's easy to understand why they might be wary of handing over contact info. As HotSpotPromo noted in the previous comment, "I dread being hassled to death by sales calls." On the other hand, if you've been providing great content all along (with no strings), sales contact could feel like a logical next step in a long-term relationship.
1 year, 11 months ago on 5 Ways to Deliver B2B Marketing Content that Sells (Without Sabotaging Sales)
ginarau Wittlake Andrew K Kirk Gina, I look forward to seeing what you find. We've been very interested in the possibilities that social sign-in options could create. In regard to the SalesForce sign-in, in particular, I can definitely see the value for B2B marketers, but not so sure about the person signing in. Would love to talk more!
HotSpotPromo Thank you! I think you've succinctly articulated the reason most of us are wary of sharing our real contact info before we have a relationship with a company we want to engage with. I especially like that last bit: "a site has to earn the right to get close." Consistently offering relevant, useful content is a great way to earn that trust.
"That might have been okay if we were looking to hire narcissists, but we prefer to hire team players." Nicely put, Elizabeth. So many interviews leave me underwhelmed; this nails the problem in at least some of those cases. The other issue I see is that people often don't share appropriate portfolio samples for the kind of work we do...which kind of goes back to the first point: doing the research and coming in prepared.
1 year, 11 months ago on 6 Ways to Show You Give a Damn in a Job Interview
OnlineBusinesVA Glad you liked it. I'd be interested in your thoughts on what good benchmarks for social media success would be in this context. Thanks!
Wittlake Andrew K Kirk Thanks Eric. You're one step ahead of me, as usual ;)
Andrew K Kirk Here is some past research that @wittlake has shared with me: A Knowledge Storm survey published by Marketing Sherpa in June 2008 showed only 38% consistently provide accurate phone numbers and nearly half don’t even provide an accurate company name. [http://www.marketingsherpa.com/content/?q=node/5436]. In a 2009 study specific to people who respond through search, only 21% were willing to provide an accurate phone number. Not sure of the source on that one. It sounds like Eric has even more recent numbers from TechTarget. For more insights on this topic, you might want to check out his blog post, "That's John Doe to You." [http://digitalb2b.wordpress.com/2011/03/24/thats-john-doe-to-you/]
It's always great to get data to back up our hunches. If you come across additional stats, I'd love to hear back from you. As an aside, I'm in the minority of people who provide mostly accurate info on reg forms EXCEPT for the phone number. That's because I do a lot of research and download a lot of content. Even when I indicate that I have no project, no budget, no purchase authority and no influence, I inevitably get a phone call from sales. Irritating.
bellenoelle MaureenB2B Ferris Stith Wittlake Well said, Noel :)
Made me smile ;)
1 year, 11 months ago on 100% of Marketing Stats Are Made of Numbers
I think scalability IS an issue, but since most businesses can't afford not to engage with their customers -- happy, unhappy or indifferent -- they need to get creative about how they dedicate resources. Distributing the effort companywide is one way; cultivating a customer community that encourages community members to help each other is another. Just engaging socially, though, is frosting. I think Valeria Maltoni (@conversationage) put it well when she said, "Apply your force to fixing your problem. Until then you haven't earned my attention."
1 year, 11 months ago on 4 Keys to Turning Negative Commenters Into Brand Advocates
MaureenB2B Ferris Stith Wittlake Thanks Maureen! Really appreciate your thoughts. Focusing on goals first and aligning content choices to best support those goals is the key, I think. For someone who's not yet in a buying cycle, just being exposed to your brand in context of valuable, relevant content could be considered a meaningful interaction. For someone in active consideration stage, the bar for meaningful interaction would be much higher.
Wittlake Thanks Eric. Great insight, as usual. I think the key is providing good opportunities for people to indicate both their initial interest and readiness to take the next step. It's important to offer content with different levels of information that allows people to "self-select" their stage in the buyer's journey and to include clear pathways to the next step -- whether that means more self-serve content or a meeting with sales.
Ferris Stith Hi Ferris, thanks for the comment. It sounds like what you're doing is working well for you. I think the decision to require registration depends on your content objectives. If your primary objective is awareness, then you want as many people as possible to view your content, and a registration form (especially if it's long) creates a barrier. David Meerman Scott (@dmscott) cites a case where there was a 16-fold increase in downloads when content was ungated [http://www.webinknow.com/2009/11/to-gate-or-not-to-gate-data-from-an-ebook-offer-.html]. That said, if your primary goal is to capture contact info or explicitly qualify leads, as it sounds like you are, then gating makes sense. I think the key is to think about WHY you're requiring registration and WHAT you're offering that makes it worth it for someone to exchange their information for your content.