Feed: B2B Lead Generation Blog - AggScore: 50.0

INFOGRAPHIC: What Does Social Media Success Mean to Your Business?

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From Pagemodo, here's an infographic that shows how small business owners feel about social media and how small businesses measure what they perceive as success.



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Executing an Outstanding Inbound Marketing Campaign

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Hubspot defines an inbound marketing campaign as simply a concentrated effort to attract leads and customers who are interested in a particular topic, or have a specific need. Executing an inbound marketing campaign is more complicated. To help with execution of a successful inbound marketing campaign, here's a 5-step process.

Determine Your Offer Mix
Create pieces of valuable content that you anticipate will drive conversions. Start with 4-5 offers of varying formats initially.

• Whitepapers
• Guides
• Webinars
• Free Assessments
• New Tool Previews

Measure:

• Downloads
• Registrations
• New Leads
• Customers Generated

Set a Timeline and Goals
Offers should last long enough to maximize impact without diluting the theme from running them so long. Campaigns typically run anywhere from 30 to 90 days. Use benchmarks from similar marketing offers. Add complementary goals to the regular metrics. Measure throughout your campaign timeframe.

Drive Traffic
Support your campaign via your communication channels.

• Blog
• Social Media
• Email
• PPC Ads

Measure click-throughs to your offers, conversions, content sharing.

Nurture Your Leads
The cardinal rule of inbound marketing is to provide value, not high-pressured sales pitches. Incrementally give your leads more and more information, and to nurture them through the sales funnel. Introduce the leads to your product or service as they more engaged in the content. Monitor the click-through rates of your lead nurturing campaigns.

Close Your Campaign & Report On It
As the campaign finishes, report on the following.

• Views
• New Leads
• Total Submissions
• New Customers

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INFOGRAPHIC: The Perfect Mobile Email

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Consumers use mobile devices more and more to read email. That makes creating a readable, useful email more of a challenge. From Litmus, here's an infographic about the elements of a mobile friendly email, and pitfalls to avoid.

Elements of a Good Mobile Email

1. Enlarge Fonts
2. Know Your Scale
3. Call to Action
4. Streamline
5. Using Images
6. Cut to the Chase
7. Layout
8. Be Obvious
9. Finger Targets
10. Ergonomics

Elements of a Bad Mobile Email

1. Non-navigation Bar
2. Clutter
3. Illegibility
4. Color Palette
5. Mis-tappable States
6. Ignore Context

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VIDEO: Facebook Statistics 2012

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From Arts, Media and Design, here's a video of Facebook demographics that shows its marketing reach.



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INFOGRAPHIC: Getting to the ROI of Social Media

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Social media marketing has become a more and more popular marketing channel for small businesses. So far, traffic, leads, and conversion rates have been the only measurable ROI of social media. From Pagemodo, here's an infographic that shows it is possible to tie an actual dollar amount to the progress of a social media campaign.



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INFOGRAPHIC: Facebook vs. Google Advertising

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From WordStream, here's an infographic that compares the value of advertising on Facebook to Google. For now, Google seems to be the better value.



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SEO vs. PPC: Which Is Best for You?

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How best to boost traffic to your website? The two basic options are pay-per-click (PPC) advertising or search engine optimization (SEO). PPC involves using an advertising program like Google Adwords or Yahoo Search Marketing to display ads in the sponsored results section of each search engine's results page. You pay a fee when viewers click on those ads. Alternatively, SEO is a means of building traffic by getting your site ranked high in natural search results. SEO best practices can take time to work, but provide free (other than your time investment), targeted traffic.

Deciding between the two approaches depends on your needs and budget. For fast traffic, consider PPC, if you also have the budget for it. If you have time, but little money, you'll need to implement an SEO program. From Entrepreneur.com, here are three questions to consider when deciding between PPC and SEO.

"How large is your website advertising budget?"
Start by setting a daily spending limit. IF you have no money for advertising, stick with free SEO. Otherwise, even with a small budget, consider investing in PPC. PPC offers:

• Faster Testing - Websites should focus on achieving conversion. Improving conversion rates requires active testing of variables, and testing requires traffic.
• Protection from SEO Algorithm Updates - Search engines regularly change/update their algorithms, which can lead to a formerly optimized site to drop in the rankings. PPC is immune to those changes.

Google Analytics can show you whether your conversions from PPC has a positive or negative ROI.

"How high are the average CPCs in your industry?"
Cost-per-click (CPC) is the fee that PPC platforms charge for a single keyword click, set by bidding. CPC can vary a great deal between industries. For high priced, highly competitive keywords, SEO is probably the best choice.

"How competitive are the SERPs in your niche?"
Search engine results pages (SERPs) can also be highly competitive. To estimate the level of competition, enter your keywords into the Google External Keyword Research Tool. In competitive industries, the results for your target keywords may be dominated by authority websites. Displacing them may be impossible without a significant investment of time and money, so it may make more sense to pay for traffic via PPC.

Keep in mind that PPC vs. SEO may not be an "either-or" choice. Find an optimal mix of the two for the best results.

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INFOGRAPHIC: Social Media Tips on Commenting

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The need for business employees to understand how to use social media is increasing. From Dell, here's an infographic for small to medium-size businesses to help their employees assess how to comment and respond effectively on behalf of their company to blog posts, tweets, Facebook posts and other social media.



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VIDEO: SEO Mistakes

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From Entrepreneur.com, here's a video with Search Engine Land editor-in-chief Danny Sullivan, in which he explains some search engine optimization no-nos including spamming, link purchasing and other  things not to do.



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INFOGRAPHIC: Ways To Improve SEO Rankings

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From Interactivity Marketing, here's an infographic with ten ways to improve your website's search engine rankings.




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INFOGRAPHIC: The Impact of Online Reviews

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A recent survey by American Express found that U.S. small businesses can still count on word-of-mouth as a top way for shoppers to find them, followed closely by the Internet. From Milo, here's an infographic that explains how valuable online reviews (word-of-mouth on the Internet) can be for local businesses.



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How to Measure Social Media Campaigns

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If you use social media for your business, you should be measuring it so that you can learn what's successful, what isn't and how you can improve. From Entrepreneur.com and KISSmetrics, here's are five easy steps to tracking a social media campaign.

Determine Goals
First decide what you are trying to accomplish or gain with social media. Then decide which channels are most relevant to those goals. Social media can be used for many things: broadcasting information, answering customer questions, engaging with a community. Also figure out if you want your audience to do with your content: read, share, reply, click, purchase or engage.

Create Metrics
Match your goals to actual metrics and behaviors you can measure.

• To measure awareness, look at volume, reach, exposure and amplification.
• To measure engagement, look at retweets, comments, replies and participants.
• To measure traffic, look at URL shares, clicks and conversions.
• To measure an increase of your brand's share of voice, look at volume relative to your closest competitors.

Measure
Find tools to capture the metrics associated with your goals. Often, social media channels themselves provide some form of analytics. Otherwise, consider researching third party tools or build your own.

Monitor and Report
Use initial findings to set a baseline for future measurement. Compare your numbers to your expectations, and to your competitors'. Set up a schedule for regular reporting. Reports should contain enough context for other stakeholders to understand.

Adjust, Repeat
Review your program for missing elements, and remove anything superfluous. Make changes and improvements, then measure again. Continue to tweak until you are fully addressing your goals.

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INFOGRAPHIC: Using Social Media Marketing Successfully

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From Pagemodo, here's an infographic about how to get results from social media marketing. Based on a survey, the infographic shows:

• How important social media marketing is for small businesses
• What percentage of exposure small businesses gain via social media
• Which factors produce the most results

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VIDEO: Marketing with Pinterest

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Pinterest is the leading platform in the field of social Discovery. From MDG Advertising, here's a video detailing Pinterest's demographics, growth, and potential to drive traffic to company websites.



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INFOGRAPHIC: Social Customer Relationship Management

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CRM (customer relationship management) is a system used by companies to collect and manage data relating to their customers. Increasingly, "social customers" want to interact with companies in new and different ways. From Our Social Times, here's an infographic about how social CRM differs from traditional CRM.



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