Wolves roam in a pack. Owls collect in a parliament. But where can your business go to find the support it needs from like-minded customer groups and brand advocates?
In every corner of the animal kingdom, communities are critical to survival. They provide shelter, support, encouragement, and awareness — all things that generally improve the collective well being of the group.
In business, suggests Mackenzie Fogelson, founder and CEO of community and brand building company Mack Web Solutions, communities can provide many of the same benefits and give companies something they need to thrive in today’s online world: an engaged, passionate audience that truly cares about your brand.
Looking to jolt some life into your marketing? Take a cue from some of the most bold, ingenious, and jaw-dropping campaigns in recent memory, and discover what you can accomplish by thinking (way) outside the box.
Regardless of industry or market, every brand would love, at some point, to produce marketing content that goes viral. A video that gets a million views, an infographic that receives thousands of social media shares, a blog post that draws in endless pageviews — whatever the campaign might be, the brand awareness and exposure that virality can provide is almost always beneficial.
Unfortunately, pulling off those types of guerilla marketing stunts isn’t easy, and many growing expansion-stage technology companies don’t always have the time and resources to invest into viral marketing.
But that doesn’t mean you can’t learn from those that do.
McKinsey took a long, hard look at B2B branding and realized companies are putting an emphasis on the marketing materials their customers actually care least about.
In order to effectively position yourself to your customers, and therefore effectively sell your solution, you need to make the right information available. All too often, though, businesses are stressing aspects that potential customers aren’t interested in. And the things they are interested in? Often it takes them quite a bit of digging to find, if it’s available at all. This article at McKinsey breaks down the results of their new research study, and sets you on the right B2B branding track.
When SaaS businesses step on the gas and begin to scale, they often become obsessed with driving down their cost per lead as much as possible. But as Intronis CEO Rick Faulk and CMO Aaron Dun explain, focusing too much on cost per lead can prevent SaaS leaders from seeing the bigger picture.
Most CEOs of growing SaaS businesses understand the need to spend money to make money. But they also understand that in order to make their growth sustainable, they also need to look for cost savings and investment efficiency wherever they can find it.
The latter goal often manifests itself in CEOs and CMOs becoming fixated on driving cost per lead down to its lowest reasonable point. And while that might not seem like a bad thing, Rick Faulk, the CEO of SaaS cloud backup and recovery solution Intronis, says focusing solely on cost per lead is a shortsighted approach to optimizing growth.
Feel like your falling behind the times? Learn how to be an active social media CEO (and still make all those meetings of yours).
It’s been said so many times that it’s basically taken for granted at this point, but social media is an incredibly powerful tool for every business these days. And for CEOs like Rand Fishkin, actively participating has generated huge results. If you feel like you’re strapped for time, he explains how to be more active on social media even during your busiest days in this blog post.
Your SaaS business is on a roll. You’ve acquired a number of early users, your churn is relatively low, and you’ve identified a host of new market opportunities that could lead to high growth. Time to step on the gas, right? Sure, if you know your target market segments. If you don’t, you may want to hit the brakes.
When software-as-a-service (SaaS) companies enter the expansion stage, they’re often eager to begin attacking new markets as quickly as possible. After all, time is of the essence, and the last thing most founders want is to miss the boat on potentially lucrative (and profitable) growth opportunities.
I can’t say I blame founders for feeling that way, but stepping on the gas before where exactly you want to go is very often a disastrous approach to growth.
The raw number of brands on Instagram isn’t the thing swelling; activity and, more importantly, engagement, is ballooning as well.
We understand your position if you’re a little reticent to create an Instagram profile for your brand. After all, you’ve got Facebook, Twitter, Pinterest and more to look after already, and that’s more than enough work to keep track of. But in this post at Marketing Charts, you’ll find some eye-opening numbers about the growing number of brands on Instagram and the success they’re enjoying.
You need to make sure your copy has razor sharp focus in order to improve landing page conversion rate.
Since your landing page is your first impression with potential customers, you better make sure your handshake is firm and you look them right in the eye. No, that doesn’t mean you have to be dead serious if your company’s tone is on the lighter side, but it does mean you have to be very clear with your offer. All too often, landing pages are a muddled mess, says Peter Sandeen. In this post at Unbounce he offers ways to clear things up and improve landing page conversion rate.
Converting today’s B2B buyers into customers requires the ability to provide them with the right targeted content experience at exactly the right time. And that takes having the right go-to-market strategy elements in place.
Editor’s Note: This is OpenView founder Scott Maxwell’s fifth post in a series about go-to-market strategy design. Read his previous posts to learn:
All buyers go through a distinct journey on their path to purchase.
Marketing strategist Jonathan Kranz walks you through the steps you need to take to publish a book and bring your thought leadership to the next level.
Why Write a Book?
The root word of “authority” is “author,” and even in an age in which influence can be measured by Klout scores, search engine rankings, and Twitter followers, nothing says “expert” like a good, old-fashioned book. The people you see on the morning talk shows, hear on drive-time radio, meet as keynoters at conferences — chances are, they’ve separated themselves from the pack by writing a book.