Marketing


Posts filtered by tags: Ann Handley[x]


 

How to Intertwine Online & Offline Tactics to Cultivate B2B Influencer Relationships

Effective B2B influencer marketing is rooted in brands developing and nurturing relationships —relationships with individuals who have the relevant topical expertise, reach, and resonance to align with the goals of the brand. Of course, those relationships are often cultivated in the digital realm via social media, email, and audio or video conferencing. And that's OK. We've all gone digital. But there’s simply no replacement for face-to-face communication—and B2B marketers may have ...
Tags: Seo, B2b Marketing, Influencer Marketing, Sap, Online Marketing, Toprank Marketing, Gertrude, Host, Ann Handley, Lee Odden, MarketingProfs B2B Forum, Eric Kavanagh, Bloor Group, Max Wessel


Next-gen email: Can AI deliver higher engagement?

Email is the foundation of most marketing programs -- and for good reason. For 79 percent of B2B marketers, it’s the for demand generation, according to Content Marketing Institute. Plus, as Ann Handley, chief content officer for MarketingProfs, pointed out, email is the only digital channel where people (not algorithms) are in control of when and where your content is exposed and to whom. But B2B marketers must rethink how to stand out in today’s crowded inboxes. At the most basic level, r...
Tags: Advertising, Associated Press, HubSpot, Marketo, Marketingprofs, Ann Handley, DMA, Edelman Trust Barometer, Content Marketing Institute Plus, Optimail, The New York Times Reuters The Washington Post


one-to-one personalization

Twenty years ago, in early 1999, the HBR published a pioneering article on the future of personalization titled “Is your company ready for one-to-one marketing?” Reading it is a flashback to the heady days of the dot-com era, with Amazon as case study number one. The article states: “Relationship marketing is grounded in the idea of establishing a learning relationship with each customer, starting with your most valuable ones. Think of a learning relationship as one that gets smarter with each ...
Tags: Amazon, Netflix, Hbr, Branding, Ann Handley, Everage, Data-driven Marketing


Less Is More: Time to Cut Content Bloat & Create Content Connections

When it comes to the craft of writing, my favorite luminary is the late William Zinsser. His book, On Writing Well , is — in my opinion — the definitive work covering its stated subject. On Writing Well is an essential read for anyone who wants to elevate their prose. Zinsser’s primary focal area is word economy. “Look for the clutter in your writing and prune it ruthlessly,” he implores. “Be grateful for everything you can throw away. Reexamine each sentence you put on paper. Is eve...
Tags: Seo, Linkedin, B2b Marketing, Content Marketing, Ncaa, Jeff Bezos, Cmi, Toprank Marketing, Charlotte, William Zinsser, Buzzsumo, Rand Fishkin, Ann Handley, Julia McCoy, Brian Dean, Handley


too many cooks in the creative review

I wrote recently about lackluster creative briefs as a leading cause of lackluster creative. Another common factor is the lackluster creative review. How we run the process of reviewing creative directly impacts the result. Creative can be made stronger by the virtue of additional points of view. But we have to channel those points of view constructively. The path of least resistance in a creative project is to water everything down. I picked up a handy maxim somewhere in my career that w...
Tags: Creativity, Committee, Branding, Ann Handley


podcasts, podcasts, podcasts

“In a world where more podcasts are being released than anyone can listen to in a lifetime, the content needs to be highly compelling to attract and retain listeners.” This was a recent observation from Alex White, VP of content at Pandora. As of April 2019, there are over 700,000 unique podcasts on iTunes, with over 29 million episodes. That’s an spike from 550,000 podcasts reported at WWDC last June. The podcast bandwagon is in full swing, with brands large, small, and tiny sponsoring se...
Tags: Content Marketing, Pandora, Wwdc, Branding, Mark, Mark Schaefer, Ann Handley, Alex White, Alex White VP


creative briefs and talking like a human

I recently started helping out with a Stanford Business School course called “Serious Business”, which is teaching students about the power of humor in work. I came across the curriculum while researching my TED Salon talk on humor last fall, and the professors kindly invited me to be their cartoonist-in-residence. Last week, one of the lessons involved talking like a human. Very often in the workplace, we forget to talk like we actually speak in real life. Whether in emails, presentations,...
Tags: Stanford, Creativity, Branding, Ann Handley, Stanford Business School, Howard Margulies


LinkedIn’s List of 24 B2B Marketers You Need to Know

In honor of it's fifth anniversary, LinkedIn has released a revamped edition of The Sophisticated Marketer's Guide to LinkedIn. The eBook features a powerful array of digital marketing smarties, each who shared their insights and practical advice on how to get the most out of LinkedIn—from optimizing your profile to expanding your network.  The TopRank Marketing team was privileged to work with LinkedIn team to identify, engage, and gather fresh insights from these brightest marketing minds. ...
Tags: Social Media, Seo, Linkedin, B2b Marketing, Online Marketing, Robert Rose, Toprank Marketing, Michael Brenner, Allen, Ann Handley, Andrew Davis, Lee Odden, Jay Baer, Carla Johnson, Doug Kessler, Heidi Bullock


smart speakers and voice-driven AI

Bloomberg reported last week that Amazon employs thousands of workers to listen to voice recordings captured from Echo speakers as part of it’s efforts to improve the performance of Alexa. “Occasionally the listeners pick up things Echo owners likely would rather stay private: a woman singing badly off key in the shower, say, or a child screaming for help. The teams use internal chat rooms to share files when they need help parsing a muddled word—or come across an amusing recording.” This is t...
Tags: Amazon, Oregon, US, Bloomberg, Artificial Intelligence, Alexa, Branding, Ann Handley, Motley Fool, Data-driven Marketing, MarketingProfs Order Now Marketers


tiktok and the next big thing

Here we go again. Marketers are circling around a hot new social media property heralded to be the next big thing. One representative FOMO headline — “Brands not on TikTok in 2019 will be left behind.” From a marketing perspective, TikTok promises a perfect storm of big numbers (500 million monthly active numbers and record app downloads), a hard to reach young demographic (Generation Z), and high engagement. The New York Times wrote a fascinating article on the impact of TikTok on social med...
Tags: Social Media, New York Times, Branding, Ftc, Ann Handley, GrubHub, Tiktok


Fine Tuning the Story

Once upon a time—well, not that long ago—television sets had dials on them that were used to change channels. There were two channel dials, VHF and UHF, named after the “very high” or “ultra-high” frequencies that stations used for their broadcasts. The VHF dial, channels 2 through 13, clicked into place on each channel number as the dial was rotated; you were either on channel 2 or not. The UHF dial, channels 13 through 83, rotated through the spectrum and needed to be adjusted to get a good pi...
Tags: Writing, Pr, Creativity, Storytelling, Ann Handley, Trish, Living the Life, Solo Pr Pro, Tracy Thomas, Creative Storytelling, Trish Lambert


Dear Friend: Secrets to Creating a Newsletter People Want to Read From Ann Handley

The post Dear Friend: Secrets to Creating a Newsletter People Want to Read From Ann Handley appeared first on Online Marketing Blog - TopRank®.
Tags: Seo, Content Marketing, Ann Handley, Social Media Marketing World


Our 2019 List: The Top 50 Social Media Marketing Influencers

It's that time of year, marketers. Once again, we're absolutely thrilled to present our annual list of 50 influential leaders who are engaging on social networks around the topic of social media marketing. The goal of this annual list? To showcase the top 50 influential voices in the marketing industry we can all learn from and follow. List Methodology: Influencer Relationship Management (IRM) Platform Assisted: Ranking of the people in this list leverages data and algorithms from Traackr, ...
Tags: Social Media, Seo, Social Media Marketing, Robert Rose, Influencers, Guy Kawasaki, Andrew, Facebook Twitter, Mark Schaefer, Ann Handley, Ashley Zeckman, Brooke, Lee Odden, ZIMMERMAN, Amy Porterfield, Caitlin Burgess


Social Media Marketing World 2019: 5 Sessions We Can’t Wait to Attend

Social Media Marketing World. It’s an event, an experience. Something you have to witness to fully appreciate. The speakers are world-renowned. The topics are cutting edge. And the opportunities to meet fellow marketers are invaluable. Last year was my first time attending. And it blew me away. I’d listened to the Social Media Examiner podcast for a while and was familiar with many of the speakers and topics. But I wasn’t prepared for the depth of the conversation and the inspiration the confer...
Tags: Facebook, Instagram, Seo, Social Media Marketing, ANN, Jay, Charlotte, Christopher, Ann Handley, Social Media Examiner, Lee Odden, ZIMMERMAN, Jay Baer, SMMW, Christopher Penn, Mike Stelzner


Social Media Marketing World 2019: What to Do & Who to See

The average person has 5.54 social media accounts and spends an average of 116 minutes on social media each day. But social media is changing – especially for marketers. From data and privacy concerns to new product launches like live video and 3D photos, the social media marketing landscape is in constant flux. And you need to quickly adopt and adapt if you want to effectively raise brand awareness and engage audiences over social. That’s why you can find us at Social Media ...
Tags: Facebook, Minneapolis, Seo, Customer Service, San Diego, Brian, Ursula, Vitamin D, ANN, Sap, Altimeter Group, Toprank Marketing, Facebook Marketing, Ann Handley, Brian Solis, Mari Smith


innovation myopia

Apple has used “one more thing…” as a closing catchphrase off and on since 1998. Steve Jobs would pretend the event was over, start leaving the stage, and then would say “one more thing” before revealing some magical new innovation. Tim Cook said it most recently with the launch of the Apple Watch in 2014. The next big Apple event is scheduled for next week. And while the focus is expected to be on services rather than hardware, I find myself wondering at every Apple event what port changes w...
Tags: Apple, Steve Jobs, San Francisco, Innovation, Tim Cook, Branding, Ryan, Ann Handley, Theodore Levitt, Ryan Geraghty, MarketingProfs Order Now Here


cost-cutting and zero-based budgeting

As the old maxim goes, you can’t cut your way to growth. Last week, Kraft Heinz posted record losses and an historic goodwill write-down. Many are pointing to years of aggressive and relentless cost-cutting as a root cause. Since their merger in 2015, Kraft Heinz has become the poster child of a budget planning tool called zero-based budgeting (ZBB), evangelized by private equity firm 3G Capital. The 3G Capital cost-cutting playbook has cast a long shadow across the marketing world, with many...
Tags: Texas Instruments, Bain, Branding, Ann Handley, BCG, Kraft Heinz, Michael Farmer, Cost-cutting, 3G Capital The 3G Capital, Peter Pyrrh He saw ZBB


7 types of marketing personas

Marketing personas sometimes say more about the marketing team than the customer. Often written out of sight in the ivory towers of marketing, personas are frequently unveiled without clear context of what they mean, how they were formed, or how the rest of the organization is supposed to use them. A couple years ago, I consulted with an early stage technology company that didn’t have a clear idea of its customers. They had a tremendous amount of customer data, but much of it was background n...
Tags: Branding, Market Research, Ann Handley, Personas


7 E-Newsletters All Communicators Should Subscribe to

Digital marketing expert Ann Handley doesn’t start her day checking emails, choosing instead to spend her time by writing a few pages in a notebook. “I write for myself before I do anything else,” she says. However, when she does get to her inbox, she goes straight for her favorite e-newsletters — which aren’t limited in subject matter to marketing and storytelling. Here are a few of her must-read picks: CB Insights — This media favorite shares news and data on emerging industries, venture capi...
Tags: Email, Brands, Pr, Storytelling, Cb Insights, Ann Handley, Scott Monty, Newsletters, PRSA, Avinash Kaushik, John Elsasser, PR Training, Hung Lee, Christopher S Penn


brand social purpose

Sometimes we marketers can climb so far up the brand ladder from functional benefits to emotional benefits to social benefits, we can lose touch with why people are buying our products in the first place. There is power in purpose-driven brands. And yet, when every piece of marketing attempts to communicate some kind of social purpose, social purpose can start to lose its meaning, particularly when purpose is left to the agency. A British soft drink brand called Oasis recently mocked the curr...
Tags: Oasis, Branding, Ann Handley, Brand Purpose


Letters From the Editor: Ann Handley on the Underrated Value of Newsletters

Letters From the Editor: Ann Handley on the Underrated Value of Newsletters [Author: [email protected] (PRSA Strategies & Tactics)]
Tags: Pr, Ann Handley


what goes in an ad

After serious political forays in 2017 and 2018, ads are focused much more on levity in this year’s Super Bowl. A recent Morning Consult poll showed that two-thirds of Americans don’t think political ads have any place in the Super Bowl. Morning Consult CEO Michael Ramlet said, “The Super Bowl is definitely the wrong place to make a statement.” He goes on to say, “The biggest disconnect between the general public and [advertising] agencies and companies is this idea that you have to take stand...
Tags: Advertising, Edelman, Branding, Ann Handley, Richard Edelman, Michael Ramlet


How Marketers Can Improve the Customer Experience (And Why They Should Want To)

Recent research from Gartner shows that 89% of companies compete primarily on customer experience. The way your brand makes customers feel can mean the difference between advocating for the brand or going with a competitor. So, who owns customer experience? It’s not just the customer service team or the Chief Experience Officer or any other dedicated department. Every touch point with a customer or potential customer is an opportunity to enhance the experience. It’s everyone’s res...
Tags: Seo, Customer Experience, Gartner, Online Marketing, Andy, Ann Handley, Julia McCoy, Blake Morgan, Andy Crestodina, Shep Hyken, Improving The Customer Experience, Customer Journey Most


state of user experience design

User experience design often loses sight of the actual user. When sites optimize so much for the behavior that it wants to influence next (collecting an email address, moving people into a funnel), the reason that people come to the site in the first place can get overlooked (or buried under pop-ups). There’s a continual balancing act between user experience and user exploitation: what is best for the user and what is best for the company. A designer has to navigate that line. ...
Tags: Design, Digital, Branding, Ann Handley, Ben Davis, Econsultancy


How A Best Answer Content Strategy Drives B2B Marketing Results

For many B2B marketers content is a numbers game, especially as the number of channels for discovery and engagement grow right long with competition for attention. We all know how the information overload story ends: buyers disconnect, they start to ignore marketing content and they lose trust in the brands trying so desperately to reach them. Smart voices like Ann Handley in the B2B marketing industry have called for a focus on quality and even brevity over the hamster wheel of content medi...
Tags: Google, Seo, B2b Marketing, Content Marketing, Toprank Marketing, Paa, Ann Handley, Josh Nite, AEO, Be The Best Answer, Best Answer Strategy


customer experience

Whenever I’m in the midst of a frustrating customer service exchange, I find myself reaching for a sketch pad. Last week it was Nespresso, but I think what happened is commonplace and illustrates some of where customer experience frequently falls short. I placed a simple coffee order online that turned into a lengthy web chat a week later when the order still hadn’t shipped. The customer service agent was very responsive, but her response was hamstrung by process, systems, and different depar...
Tags: Customer Experience, HubSpot, Branding, Don, Ann Handley, Tenet, Dharmesh Shah, Customer Journey


Take 2019 By Storm: Get Inspired By These 11 Content Marketing Quotes

Another year. Another strategy. Another budget. Another long to-do list. Ushering in the new year is both an exciting and grueling time for content marketers everywhere. We’re celebrating accomplishments from the previous year. We’re taking stock of misses and opportunities. We’re working to weave in emerging content trends into next year’s plan. And we’re setting goals. But just like New Year’s resolutions , it can be hard to stick to the plan and tick off all of the things you ...
Tags: Seo, Linkedin, Content Marketing, Ursula, ANN, Robert Rose, Robert, Lee, Dan, Andrew, Tim, Heather, Stacy, Ann Handley, Andrew Davis, Lee Odden


marketing predictions

This time of year, we marketers love to make bold predictions about the year ahead. We are perennially excited about the shiny new thing. That excitement can keep us informed but it can also distract us from what may actually be most important for our marketing strategy, our brand, and our business. It can also keep us tethered to the marketing herd, chasing the same tactics as everyone else. "If marketing kept a diary, t...
Tags: Digital, Branding, Mark, Ann Handley, Mark Ritson


data, privacy, and brand trust

Last week’s NYT exposé into the intimate location data collected and shared by mobile apps (including one app that tracked a user’s location more than 14,000 times a day) is the latest in a constant stream of bombshell data privacy revelations in 2018. A recent GlobalWebIndex survey found that 72% of consumers in the US and UK are more aware of how companies collect and use their personal data than they were 12 months ago. 70% are now more concerned about online privacy. They also found that ...
Tags: UK, US, Sap, Branding, Ann Handley, Will Rogers, Cochrane, GlobalWebIndex, Data-driven Marketing, Kevin Cochrane


aging in advertising

Ryan Wallman recently make a few hysterically true marketing predictions for 2019, including “Marketers will continue to ignore all consumers over the age of 35, unless someone discovers a way to put these consumers on the blockchain.” Baby Boomers control 70% of disposable income in the US, spend close to 50% of consumer products dollars, and have greater buying power in 119 of the top 123 CPG categories. Yet, only 5% of advertising dollars are directed at them. That’s not even accounting for ...
Tags: UK, Australia, Advertising, US, Branding, Baby Boomers, Ann Handley, Cindy Gallop, Kim Walker, Ryan Wallman, MarketingProfs Order Now Advertising, Silver Group



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