Is Entrepreneurship in Your DNA?

Is Entrepreneurship in Your DNA? written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Sydni Craig-Hart

In this episode of the Duct Tape Marketing Podcast, I interview Sydni Craig-Hart CEO and Co-Founder of Smart Simple Marketing, an award-winning content marketing consultancy.

Smart Simple Marketing helps B2SMB marketing professionals gain market share, drive engagement and deepen loyalty with small businesses, women business entrepreneurs and minority business entrepreneurs. They work with brands in retail, technology, financial services, wireless and with associations.

Since their start in 2006 they have worked with small businesses and organizations in 79 different industries, build an engaged community of 30,100+ diverse-owned small businesses, delivered 437 classes, workshops, webinars, taught 9,800+ small businesses and entrepreneurs at our live events, and researched and created over 10,000 pieces of original content.

Questions I ask Sydni Craig-Hart:

• What do you enjoy most about what you do?
• What are some of the biggest challenges your clients are struggling with right now from a marketing standpoint?
• What are you telling people when they come to you and ask “what should I be doing”?

What you’ll learn if you give a listen:

• What it means for Sydni to be a 4th generation Entrepreneur
• How to work with your husband as a business partner
• Sydni’s reading Built to Sell and found the lessons in it are what you should be doing right now

More about Sydni Craig-Hart:

• About Smart Simple Marketing
• Connect with Sydini on social media, on all channels Sydni Craig-Hart

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is brought to you by numa. Try a new kind of answering service you will love. Their business customers say it’s like adding another staff member. You can give every customer a fast, personalized response for one low monthly rate — no hidden fees or contracts. Try for free with no billing info required.

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Soapbox: It’s clear the era of traditional mass messaging is over

We need to fundamentally rethink our strategies as we transition from mass messaging to targeted storytelling.

Please visit Marketing Land for the full article.

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Why Content Marketing is More Important Than Ever for B2B Brands

In his recently published eBook, Corona Marketing, Joe Pulizzi recounts how he and his wife launched the website Content Marketing Institute in 2007 at the exact time as a devastating financial crisis was beginning to unfold in the United States.  “At the time, we believed things couldn’t have been bleaker,” Pulizzi writes. “Looking back though, this was absolutely the best time for my wife and I to start a business.” Why is that? Because their commitment to providing useful, helpful and relevant content – even at a time where it was difficult to drive direct revenue with that content – paid major dividends as the market recovered.  “When we were starting to come out of the recession in 2010, Content Marketing Institute quickly became the leading resource for content marketing education, not because we had some secret sauce, but simply because we invested in our audience for two years when everyone else went silent (or went out of business).” Even when times are difficult, professional audiences still look to people and brands they trust for guidance, information, and entertainment; in fact, one might argue especially when times are difficult. And as we're said on this blog before, that continued search for solutions means the work of marketing doesn't stop.  The challenges our world now faces with the coronavirus pandemic and social justice movement create a unique opportunity for B2B content marketing to make an impact, even relative to other recessions and crises we’ve faced in the past. Here’s why.

The Vital Role of B2B Content Marketing Right Now

In an increasingly customer-centric business sphere, content marketing has become a virtually omnipresent tactic for two primary reasons:

1. It’s cost-effective at a time where budgets and ROI equations everywhere are closely reviewed and scrutinized.
2. It’s non-pushy at a time where customers are increasingly resistant to interruptive, promotional messaging.

Both of these underlying drivers are magnified in the current environment. Budgets are broadly down – both for marketers and their customers – so business purchases (particularly discretionary ones) are being delayed and dialed back. As such, ads and content that aim for direct conversions can miss the mark. In fact, the perception that a brand is attempting to opportunistically profit during a crisis can be outright damaging. But content that is aimed at building brand trust, affinity and loyalty? It has the ability to make a bigger positive impact than ever. This is NOT the time to remain silent. As Sarah Tourville writes in a recent piece at Forbes, “Silence does not convey the look of a healthy brand, and perception is paramount during these trying times.” By stepping up and asserting our values, reinforcing our purpose, and delivering contextually useful insights, B2B companies can leave a lasting impression that profoundly strengthens our long-term outlooks. Your audience is receptive. Digital content consumption and engagement rates are way up. Are you ready to deliver?  Here are three examples of B2B brands that have impressed me with the way they’ve risen to the challenge.

3 Examples of Exceptional B2B Content Marketing During the Crisis

Content Marketing Institute: COVID-19 Resource Hub Since we mentioned Mr. Pulizzi and CMI earlier, they’re a fitting example to start with. The COVID-19 Content Marketing Resources page on CMI’s site is full of free, neatly organized, and continually updated resources for brands and practitioners.  Not only does CMI’s staff curate these articles and assets on their own, but they invite their community to contribute findings as well – while being crystal clear on the submission form about the purpose of these resources: “educational, inspirational, and freely accessible for all.” American Express: Stand for Small Stand for Small is another example of an excellent resource hub directed at a distinct subset of professionals. In this case, American Express partnered with numerous other organizations to compile helpful information and guidance for small businesses, which are feeling the brunt of COVID-19 and its economic impact as much as anyone. American Express’ branding is minimal throughout the site. With tons of other big-name brands participating, this is an impressively collaborative effort.  Stand for Small’s homepage states that “when small businesses thrive, our communities do too.” Unstated is that when small businesses thrive, American Express does too. But there’s nothing cynical about that because both things can be true. When content is able to find purpose in something that’s beneficial for your company AND beneficial for society in a deeper way, you’re doing it right. Citigroup: Executive Thought Leadership While there is a time and place for brands to speak as entities, it’s usually more powerful for leaders within the company to speak up, putting a human face and heart behind the sentiments. One example is a post on Citigroup’s blog from Chief Financial Officer Mark Mason, which opens with a haunting reference to George Floyd’s last words, and closes with an urge for others to join the fight against racial injustice. This was a hard-hitting message, and one that will stick with me when I think about Citi’s brand in the future. Importantly, the comments section was left open on the post, enabling (mostly respectful and grateful) dialogue.  Even more so than pandemic-related topics, this represents precarious ground for B2B brands, with political activism being a controversial subject. But there’s the thing: Mark’s post isn’t political. There’s nothing inherently political about condemning George Floyd’s murder, or calling attention to the systemic issue it reflects, or saying “Black Lives Matter.” The more we can normalize these messages through corporate-backed statements like this one, the more we can stop acting like advocating for social justice is political, or hazardous for brands with prominent voices and an ability to effect change. 

Invest in Your Audience

In many ways, content marketing was built for moments like this. It’s about developing relationships without treating the sale as a be-all, end-all. It’s about establishing what your brand stands for beyond the products or services it offers. It’s about investing in your audience rather than simply expecting your audience to invest in you. I’ll close this out by circling back to another quote from Mr. Pulizzi, this one a bit older – drawn from an interview he did with our own Ashley Zeckman five years ago – but as relevant as ever: 

“I don’t like the idea that marketers only sell and don’t make positive change happen.  That’s why I love content marketing. You can increase the bottom line while, at the same time, help your customers live better lives or get better jobs. Content marketing is the only kind of marketing that provides ongoing value, whether you purchase the product or not.” 

Provide ongoing value, prop up your brand values, and eventually you’ll see plenty of value in return. For more inspiration, check out these five examples of effective B2B content marketing in times of crisis.

The post Why Content Marketing is More Important Than Ever for B2B Brands appeared first on Online Marketing Blog - TopRank®.

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Common Marketing Outliers & How to Manage Them

The chances are high that your audience across your various channels is diverse and made up of people with different needs, different values, different constraints, and more. That’s why smart marketers develop marketing personas to help them better cater to the various groups of people that their brand attracts. 

However, sometimes one or more small groups is so extreme in their behavior that they skew the overall behavior of your channel audience in a way that’s detrimental. These groups are called outliers and can cause multiple problems, including:

• Clouding overall performance data, making it appear that you’re doing much better or much worse than you actually are

• Obscuring how your core audience is performing

• Concealing trends in your customer data, causing you to miss opportunities or fail to address challenges

• Skewing A/B test results and leading you to implement the wrong changes or strategies

Let’s talk about some common outliers B2C marketers might encounter across their marketing channels and how to manage potential issues with them.

Common Marketing Outliers

Here are some common outliers that companies might encounter across their marketing channels:

Mega-spenders

These people spend or donate massive amounts—like 100 times your average audience member. For example, for one of the department store clients we work with, they have a group that’s only about 1% of their audience that spends at exceedingly high levels, says Doug Sundahl, Senior Director of Strategic & Analytics Services at Oracle CX Marketing Consulting. 

“Most of them spend over $100,000 every month—and some of them spend many multiples of that,” he says. “It’s likely that these individuals represent a B2B audience of interior designers, resellers, or other businesses.”

JT Capps, Director of Strategic & Analytic Services at Oracle CX Marketing Consulting, adds, “These mega-spenders may also be unauthorized resellers of products. Their purchases then show up across online marketplaces or international markets, which is a big problem for fashion and luxury brands in particular.”

We also see the effects of mega-spenders among our travel and hospitality clients, says Jared Polidoro, Head of Website Optimization & Personalization Services at Oracle CX Marketing Consulting. “Group reservations are an example that could contribute to revenue outliers,” he says, “with one visitor booking a block of 10 rooms for a family reunion or school trip when their average visitor is booking one or two rooms maximum.

Mega offline spenders who never open emails

Unfortunately, never-openers are not uncommon. However, never-openers who spend a lot—particularly offline—are rare. At a glance, it can seem like your emails aren’t impacting these subscribers, but it could be that the presence of your email is having a brand impact on them and that your subject lines and preview text are driving them to your offline channels.

Always openers

These email subscribers open just about everything that you send them, but that behavior often doesn’t translate into them being a valuable customer.

“For some clients, I have seen the top 2-3% of the list open at close to 100%,” says Sundahl “On the flip side, they don’t click as often as others, and there are opportunities to try to influence their behaviors.”

Influencers & detractors

Your influencers rarely purchase, but they’re incredibly engaged with your emails, social posts, web content, or other content, which they often share with their large personal audience. The dark side of influencers is detractors, who are non-purchasers who are highly critical of your brand and seek to pressure or punish your company with their behavior.

Mobile website visitors

Some of these visitors may exhibit strange behavior or convert at a much lower rate than other visitors. Often, poor internet connections for mobile visitors and the resulting slow page load times are the reason, says Polidoro.

Bots

Unfortunately, bots are everywhere. On social media, bots may be sharing your posts on certain topics. 

“When doing social listening, it is really important to ensure topics are set up to reduce noise that comes from spammy bot accounts,” says Vicky Czarniecki, Senior Strategic Analyst for Social Media Strategy & Analytics Services at Oracle CX Marketing Consulting. “Otherwise, your data set is overrun with noise that doesn’t apply to the goal of the analysis.”

On the web, it is important to keep in mind that some marketing technologies account for bots, says Polidoro. “Some tools filter out their own bots,” he says, “while other tools may not do this.”

For bots on your email list, in addition to opening just about everything, they are also likely to be clicking at a high rate—sometimes at a ridiculously high rate.

“We had a project where we identified a lot of bot email signups on a list and click rates in the 99th-percentile were at about 3,000%,” says Clint Kaiser, Head of Strategic & Analytic Services at Oracle CX Marketing Consulting. “We found over 200 Gmail subscribers that were clicking everything.”

That said, not all click bots are bad. For instance, some companies use email bots to help prevent malicious emails from entering their corporate mail systems. Typically, these bots click but don’t open emails, says Kaiser. We classify click bots as beneficial, malicious, or exploitive, and we recommend different approaches for dealing with each type of click bot. 

Employees

You want your employees to be engaged with your brand’s social media posts, email marketing campaigns, and web content. However, it can be a problem if you don’t account for it.

“I've seen employees of a company who open and click everything skew email tests,” says Kaiser. “If you’re judging the winner of an A/B test based on engagement and employees are on the list, it’s possible that they might change the picture.”

Whatever the behavior, sometimes all it takes is just one person to throw off your metrics in a huge way, says Sundahl.

“Years back I was doing a customer analysis and realized that a single outlier was skewing our data,” he says. “It was the CEO’s mom. She had spent hundreds of thousands of dollars on high-price point items.”

How to Manage Marketing Outliers

Our consultants see three major ways of handling outliers:

1. Excluding outliers so they don’t cloud the behavior of the rest of your core audience

The most common remedy for outliers is to identify and exclude them from your data. Sometimes you can do this preemptively.

“It's important to think through a campaign from start to finish through the eyes of the visitor and then try to account for negative scenarios or potential conflicts to the campaign logic,” says Polidoro. “Planning ahead to account for common or known outliers can minimize their impact on a campaign.

For the web, especially when running tests, we recommend whitelisting employee IP addresses or diverting them into sandbox environments, so their behavior doesn’t skew results. “This empowers marketing teams to play around within their web campaigns as much as they like without affecting any of the final performance data,” says Polidoro.

Even if you can reduce outliers ahead of time, you’ll often need to filter outliers from your data. Sometimes you need to do that manually, and other times your marketing platforms will be able to help.

“For instance, website testing and personalization solution Oracle Maxymiser allows you to filter out outliers at five levels: 99%, 95%, 90%, 85% and 65%,” says Polidoro. “The 95% level will exclude the top and bottom 2.5% of your data points. Looking at reports with these outliers excluded will let you get a more realistic view of your data that allows you to understand which experience is truly outperforming the other without these external factors contributing.”

For example, our Website Optimization & Personalization Services team worked with an American gifts retailer during the holiday season and helped them filter out customers who would make gift purchases for 10+ recipients. “They surmised these were business entities making bulk purchases for clients and partners,” says Polidoro. “While an important part of the overall business, our client was more focused on the 90%-97% of their overall revenue that comes from buyers with a smaller cart size.”

Our Social Media Strategy & Analytics Services team has assisted multiple customers through crisis situations where some customers have expressed their disagreement with a retailer’s decision by vigorously commenting on their social media posts. “It is frowned upon to turn off comments on owned content, as it can send a message to customers who are upset that a retailer is hiding or potentially dismissing opinions,” says Czarniecki. “The tactic that was used in a recent retailer situation when every single social post was hit hard by negative comments was to continue to allow comments while identifying who the main detractors were. We kept one eye on that detractor group for any escalation, while also keeping an eye on our core audience.”

2. Segment this group out and send them different messaging

While outliers are often bad from a data perspective, sometimes they’re good from a business perspective. For example, mega-spenders, influencers, and even employees are good great segments worth cultivating.

Consider doing direct outreach with surveys and polls to learn more about an outlier audience and what they want and why. Then test offers and incentive strategies to maximize value and loyalty.

“For instance,” Sundahl, “some mega-spenders might be re-sellers looking for items that they can mark up and drop ship, or items with discounts so high they are willing to buy in bulk for resale. You can change your messaging to highlight recently deeply marked down items of which you may have high inventory. Understanding their needs will help you align them to some of your business goals and derive even more value from your relationship with them.”

You may already have a program in place for engaging influencers on social media. Here are some tips for building successful relationships with social media influencers.

3. Diagnosis whether there’s a technical or design flaw in the user experience that’s causing the outliers

It’s also possible that some outliers represent opportunities to improve your customer experience. If a segment is underperforming in a big way, it may be due to a bad experience that you’re delivering, rather than anything intrinsic to the audience itself, says Polidoro.

“For example, is it people using a specific device or browser that are the outlier?” he asks. “Is their behavior truly different or is the experience inconsistent and broken for that segment of visitors?” 

Whatever marketing outliers you have in your company’s data, it’s important to properly identify each group and then come up with a plan for how to deal with them—whether you exclude them, build a messaging strategy around how to directly address their needs, or evaluate whether their behavior is a symptom of a poor customer experience. 

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Need help with your analytics and performance reporting? Oracle CX Marketing Consulting has more than 500 of the leading marketing minds ready to help you to achieve more with the leading marketing cloud, including Strategic & Analytic Services, Website Optimization & Personalization Services, and Social Media Strategy & Analytics Services teams that can help you optimize your digital marketing performance.

Learn more or reach out to us at CXMconsulting_ww@oracle.com.

For more information about marketing best practices, please visit Oracle CX Marketing.

 

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How to Create a High-Converting Book Landing Page (and Find More Readers)

So, you’ve written a book. Now, you’ll probably want to get people to read it—which is easier said than done, especially when we’re in the middle of a global pandemic. At a time when many brick-and-mortar bookstores are shuttered and there’s nobody to explore the aisles, helping potential readers discover your books can be tricky. 

If this is your predicament, we have three words for you: book landing page.

Smart use of landing pages (along with digital ad campaigns) can help publishers and authors find new audiences online. With the nationwide change in book-buying behaviors during COVID-19 and the resulting spike in online book sales, it’s no surprise that the digital sphere is taking the spotlight. As time goes on, converting customers over the internet will only become more important.

And landing pages are a key ingredient in that recipe for success.

Why Do Authors Need a Book Landing Page?

You might already have a cross-platform marketing strategy for your book, covering channels like a website, social media, and email marketing. That’s great for exposure, but how do you convince all of those folks to actually become readers? To help your book move actual copies, you need a dedicated page with that singular goal in mind.  

That’s exactly the idea behind a book landing page: a base for your book that is hyper-focused on conversion. Unburdened by navigation bars and other distractions, landing pages steer people directly to your call to action.

Chances are higher that a browser will pick up your book if it’s the only book on a single table in the room, rather than one of many CTAs on display. Then your landing page will do the rest of the work, convincing passersby that buying your book is in their best interest. Just take this landing page of David Lawrence and John Lawrence’s Smarter Marketer, for example:

Image courtesy of Rocket. (Click to see the whole thing.)

Landing pages are handy for all authors, no matter your end objective:

• If you have an ebook as a lead magnet, your book landing page will drive visitors to a signup form that captures email addresses. 
• If you’re selling your book, your book landing page will make people want to click the big “Buy” button.

Whether you’re looking to make more sales off of your book or capture newsletter subscribers, a landing page will step up to the plate for you and your book marketing plan. Now here’s how to create one for yourself. 

Editor’s note. Looking to promote an ebook for lead generation? Emily Bauer recently explored genius ebook landing page examples created in Unbounce that’ll help you get more readers to download. Take a look if you want more inspiration!

How to Build a Book Landing Page

Before we discuss book-specific tips, it’s worth it to remind yourself of general landing page best practices: 

1. Center your value proposition “above the fold” to quickly and concisely convey the benefit of your product. 
2. Present a clear call to action, so that visitors to your page know exactly what they should do. 
3. Keep your page conversion-focused by cutting out clutter and navigation. 
4. Include social proof and testimonials.
5. A/B test, A/B test, and A/B test. 

You may already be familiar with A/B testing through running a mailing list (you are running an author mailing list, aren’t you?), but it can also be used on landing pages. When you run tests through a service like Unbounce that automatically splits your traffic and tracks your data for you, you’ll be able to refine your landing pages until you have one that works best for your specific audience—no guessing needed.

Bottom line: make sure that you first stick these fundamentals to stick your landing (page).  

And with that in mind, let’s turn to features that are specific to building book landing pages. Remember that display table your book is placed on? Imagine a website visitor walking over to it. Imagine what else will figure into that visitor’s buying decision. A book is all about what’s inside. Yes, readers may pick up a book because of its look—but you’ll turn casual browsers into actual buyers by the quality of your book’s content.

That’s where a finely-executed book landing page can really shine: it can show your book in action, letting visitors “pick up” your book and “flip through” it to hook them. Here are some ideas to inspire you. 

1. Catch the eye with a striking book cover

Even in the middle of a pandemic, one thing is certain: people will still judge a book by its cover. 

That’s why a striking, professionally-designed book cover is one of the best favors that you can do for your book (and yourself). A great book cover is how you’ll capture a casual browser’s attention long enough to linger by your display table in the first place. 

But here’s why it’s doubly important to get your book cover right: your landing page should be built around your book cover. A strong cover will determine the central theme of the page, and help lay the foundations in terms of the high-contrast colors, styles, and general mood. You might also re-use images from your book cover in the design of your landing page.

Don’t forget to take the testimonials on your book cover and use them as social proof on your landing page. Spoiler alert: readers aren’t going to squint at a book cover just to read someone else putting in a good word for your book. Instead, pull those quotes and integrate them into your landing page design.

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2. “Flip it over” for an irresistible book description

What’s the next thing that a curious reader will look at when they pick up a book? Chances are they’re going to read the inside flap to find out the book’s premise. 

Likewise, people who stop on your landing page will want to know what your book is actually about—which is where your book description is going to come into play. On any Amazon product page, the book description is a major conversion factor. It’s a similar case for landing pages.

This book description is not a substitute for (or a carbon-copy of) your unique value proposition. Both should compellingly describe the benefits of your book, how you solve your customer’s needs, and what distinguishes you from the competition. The book description, however, should go “below the fold.” And while you don’t want a wall of text that will scare off customers—or, worse, bore them—the copy for book descriptions tends to be longer than the UVP. 

Even a free ebook needs to prove its worth. Unbounce’s SaaS Optimization Guide uses bullet points to highlight the value of the ebook. Explore the page (and the downloadable) here.

Here are some more pointers to keep in mind as you perfect your book description:

• Keep it to 300 words or less. 
• Use bullet points that quickly convey digestible information for readers, especially for nonfiction books.
• Craft every sentence of your book description with your ultimate goal (remember: conversion) in mind.

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3. Offer a “Look Inside”

If you’ve ever bought a book on Amazon before, you’re probably familiar with Amazon’s Look Inside feature: a simple click that allows you to read a sample chapter, skim your table of contents, or browse the index. This is a smart way to let customers check out a book for themselves, which will likely carry them further down the funnel. And it’s something that you can replicate on your landing page. 

For a novel, you might want to offer a sneak peek at the first page or the first chapter of your book below the fold. 

For a nonfiction book, you might want to show off your table of contents or a chapter-by-chapter summary that shows readers exactly how you will solve their problem.  

This results in a great tactic that really shows your product in action—which is, as you know, also a best practice when it comes to landing pages.

Letting readers see exactly what they’ll be getting will raise their confidence in their purchase, encouraging them to follow your focused call to action without worrying if the price is “worth it.”

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4. Host a (virtual) reading

As we mentioned earlier, book marketing has changed during this age of social distancing. Some of the first establishments to close were bookshops and libraries—a hit to authors who rely on nationwide book tours and public readings as a way to promote their just-published books.  

So what can authors do to adapt?

They can bring themselves to the masses online. Though not everyone can visit their local bookstores right now, people can access their laptops (or smartphones) with one click. Instead of a scheduled in-person reading, you may be able to provide a recording on your landing page to capture their interest. Readers appreciate the chance to connect with authors—what better way to do so than to hear a sample of the work in your own voice?

The benefits are twofold: this is, of course, another way to show your product in action. But this is also a clever, prescient way to start building a relationship with visitors. People are increasingly tired of faceless and soulless corporations. They will want to know their hard-won money or email address is going to somebody real—someone they can relate to on a human level.

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5. …and follow-up with a Q&A

But you can even go one step further than that. Adding video to landing pages is a proven tactic that boosts both engagement and conversion rates. Remember, a good video on a landing page can increase conversions by 80%.

Authors are in a unique position to take advantage of this. For a book landing page, you have a number of video ideas at your disposal:

• A book trailer
• A videotaped Q&A or webinar where you answer frequently asked questions from fans
• A sample of an interview that you did with a media outlet

Just remember to keep it short. After all, your landing page isn’t a YouTube channel. You don’t want to distract anyone from the objective of your landing page: your call to action.

Get Started Quickly (With a Little Help)

Marketing your book can feel daunting, but it’s okay to rely on others when things get overwhelming. Whether you’re using Unbounce’s templates to make building your book landing pages easier or consulting with a book marketer to see what you could be doing better to promote your book, there’s no reason to go it completely alone.

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July boycott: Marketing without Facebook Ads

Alternative media plan considerations for businesses participating in #StopHateForProfit.

Please visit Marketing Land for the full article.

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Google positioned to dominate the ‘O2O economy’

Online-to-offline: Nearly $12 trillion in offline economic activity is likely impacted by the internet.

Please visit Marketing Land for the full article.

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