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Why Nobody Reads Your Corporate Blog (from Go Inbound Marketing 2014)

Posted by Michael Reynolds

Jul 23, 2014 9:41:38 AM

I recently had the pleasure of speaking at Go Inbound Marketing 2014, the biggest Inbound Marketing event in the Midwest.

It was a great event with lots of excellent speakers. My presentation was "Why Nobody Reads Your Corporate Blog" and I had a great experience sharing my presentation with the audience.

Below is the video of my presentation followed by the transcript. I hope it helps you optimize and improve your business blog. Enjoy!

Transcript:

Good morning! Really happy to be here. I'm Michael Reynolds with SpinWeb. We're talking about blogging, I'm not going to give you a whole big spiel about my company, because you can find us online, and our website does all that for us pretty well, so look us up.

You can grab this slide deck anytime you want, now if you want or whenever, at spinweb.net/goinbound. You can download it there, it works fine on mobile. So, just grab the slide deck there if you want to do it later. So, little bit about me, I appreciate the kind words Jeremy.

Those who know me, know I love sushi a lot, like a lot. So, anybody sushi lovers in here? Miyagi's in Indianapolis is my favorite. 96th Street. If you're not from Indy, go check it out if you get time, it's amazing get the Diablo roll, it's fantastic. I also play the cello, I play tennis, obviously a marketing/tech nerd, and again our website is there.

We do inbound marketing website and app development. So, we're talking about blogging, specifically why nobody reads your blog. Now if you have an awesome blog, and none of these takeaways apply to you, great. You can rest assure that your blog is fantastic, you're doing great, good to go, that's awesome. However I'm hoping that some of you will have at least two or three takeaways that you can use as kind of a tune up to your business blog.

So, the thought of this, is really a tune up to make sure that you can kinda move the knob, move the needle, turn the volume on a couple of things and really optimize your blog to be more effective for you. So, that's about tells us, so I'm good in metrics, good stats that business blogging works.

It make sense, it leaves to more website traffic, more leads. How many of you here are with companies that publish a business blog on a regular basis, by show of hands. Not as many as I would hope, okay. How many of you are tired of marketing people telling you're supposed to blog. There we go.

Thanks yeah. Sorry it works, we're gonna keep telling you to blog. You don't have to, there's others things you can do. But when it comes to inbound marketing, there's a lot of tactics involved from a ... When you're putting a strategy together, so and blogging is a really good foundation for all of it.

It's a really good, common foundation that kind of ties the pieces together, that really builds a good content foundation and generate leads, and generate business. And we have proof, Hubspot has tons of case studies but here are own, these are our leads from our own blog, actual sales from our blog.

We have metric showing us stuff works, that we actually have business from our blog. So, it works. It may not work for everybody, but if work for us, it works for a lot of people we work with, so I really believe in him. So how many of you here have tried blogging, but, it didn't work so you gave up, by show of hands. A few, this is great thank you for being honest, if you're lying you're not raising your hand, that's okay.

I see this a lot, people say "Oh well these marketing people shouted me to blog all the time, they say I was supposed to blog, and write articles once a week, and this will magically bring the inbound marketing fairies to my doorstep and I'll make a bunch of money right?"

You blog for maybe couple of months try it out, and you throw up your hands and say, "Well it didn't work." I didn't get leads, I didn't get website traffic, nobody is reading it. So there may be some reasons for that, and hopefully some of these things may ring through, and you may be able to have some takeaways here, that can help your blog to be more effective and perform better, so hopefully that's the case here.

So why is nobody reading it? One your blog is boring, don't be offended, some of us have boring blog post sometimes, even us. I see a lot of blog post written from the standpoint of a highly technical really smart person writing content that is meant to teach, it's meant to educate.

But it's written in such a way that it's so thick, and so technical, and so formal and it goes through five layers of approval and the committee has to approve it, or the board has to approve. And by the time it gets out there, it just so boring, nobody wants to read it right?

The tone I recommend taking with your business blog is think of yourself, sitting down, with a friend over dinner, explaining a complex concept. You would use super formal language, you wouldn't use, really thick complex terminology. You would just speak like a human right? That's the tone you want to take on your blog.

That is why it gets people to actually want to read it and digest the information. So, don't make it boring, think about talking to your best friend over dinner, that's really the tone, tone to take. Next, your blog is a secret, nobody knows about it. Obviously I think most of us know that it's good to show your blog post on social media.

A lot of time I see organizations that, post the blog and maybe it's automatically post to the Twitter and Facebook, and LinkedIn and they just kind of say well, I have done my job it's out there. That's it right? No, share it multiple times, put it in your editorial calendar, go back to previous blog post they get a lot of attention and maybe are great topics.

Bring them back so often to show them over and over again. Not too much, but put them on your schedule. E-mail them to clients, this is big. I see a lot of organizations that may have decent content that no one in the company is sharing it. No one in the company cares. They're showing a social media, but there sales people out there trying to make sales and trying to engage with prospects that are not sharing blog post with prospects.

Prospects ask tons of questions, those all made great topics for your business blog, so why not take previous articles, apply that to your sales process. The sales people can have this huge library of blog post, they can then share with prospects to answer questions and demonstrate expertise and thought leadership.

Make sure your customer service people use them. Customer service people have to answer the same question all the time right? Write a blog post, answer the question, put that in your library, put that in your customer support system they can just send a link very quickly, save them time, make your customer service process more efficient.

mr-presentation-screenshot

So make sure people know about it, don't keep it a secret, there's a lots of avenues beyond just social media, you can use to share a blog post. You don't do keyword research, this is not well, let me take that back. I think it's fun because I'm a nerd, awesome part of our team back there has been well also, things just fine because we're nerds.

But it's not fun for everybody, but it's pretty important because this keeps your blog tuned in the right direction. If you're doing keyword research, you're going to find, search terms, and phrases that your target market based on persona is are searching on. And that gives you really good information to decide what topics to write about.

If you haven't done keyword research, there's some really nice tools to help you, uh there's a free one that Google ask called keyword tool. So if you Google keyword tool, you'll find it, use that. Übersuggest if you've never used it, go at bookmark Ubersuggest like right now, it's amazing. You can type in like one or two word phrases, that apply to what your target audience searches on.

It will bring back sometimes hundreds of variations and you can then plug those into your keyword tool like we use Hubspot for example. And you can get all sorts of data on what the most popular terms are, and that's the kind of stuff you want to go after. This is what helps you allowing your blog content with search and gets found on, on search.

Those graphs I showed you at the beginning, where we're showing leads and sales coming from a blog, they usually finds us on search, because we align our blog post with the right keywords. Maybe your blog lacks imagery, maybe it has good content, and good text but there's never any photos.

When you share your blog post on social media, and there's no photo or imagery there, it's kind of blend. Nobody wants to click because they just kind of competing with everything else in Facebook which includes pictures of kittens, and all sorts of fun things and your blog post has no imagery.

So also applies to rich media, embed videos, embed media that goes with it, that context. One of my favorites, your authors are not people. What I mean by this, well, some people they get really hang up on hiding behind their company name on their blog. They post an article and it says, hey blah blah blah, here's the title, author Acme Corporation.

Right? Who is that? Your blog should be written by a real person, by the way Google agrees. Google agrees because they want you to tie authorship from your blog post to your Google+ account. So if you're not publishing your articles as real people, make sure the by lines says Bob Smith or whatever the name is there as a real person.

Links to their profile and in your Google+ profile make sure that that person is correctly linking themselves as a contributor to your website if you have Google+, that way, Google knows where the authorship is.

And then when you get it found on search, you got a nice little headshot next to the post as well, makes it look nice in results, higher click through rates, so make sure your author is a people and also humanizes it, so people actually feel like they're talking to a real person, that's important.

Maybe you're telling too many campfire stories. Campfire stories are posts that are, when I was a kid or once upon a time I did this or here's a story about a thing one time and they just drawn on and on about the story. And they might get to a point eventually but you might not get there because you're so tired of hearing this drawn out campfire story.

Sometimes that will work but I caution against doing this as the theme of your blog, you want to start post with things like how to, or the best way to, or is it bad to or why it does, you want to teach, don't reminisce, teach. The most effective blog post in general that I've seen, always with exception but in general with our clients are ones that teach a concept a very specific concept that solves a problem.

Look for those problems, like your prospects are trying to get answers to, zone in on that answer that question and teach in that post. Maybe your titles are vague. Maybe if Seth Godin, you can get away with the vague title all day long because you're Seth Godin, am I right?

But I'm not Seth Godin, most of us aren't, we need to be very specific and very descriptive. So you know, industrial stuff or business stuff or here's just kind of a topic out there as the title. That's not really going to get much attention. Now I don't recommend selling your soul and doing up wording style titles, like this three year old started signing in public. And you'll never believe what the crowd did next.

That's kind of selling your soul, I wouldn't go that far, but I would try to be very descriptive and very specific. You know, how to do a thing by doing something else or the secret to or why a thing or getting the most out of something. Be very specific and tell people exactly what they're getting.

People don't like to be surprised or they don't like to be you know, kind of think of well it's big I'm not sure what I'm going to get if I click on that so I'm not going to spend the effort. Tell them what they're going to get, be specific.

Maybe post once every three months. How many, let me get some hands up again, how many of you manage your or with a company that publishes a blog and you publish it once a week or more, okay good quite a few. So a few less hands while some of you are more sporadic. So that's good, you're publishing at least once a week or more.

Now again there's always exceptions, Jeremy touched on some of this, when it's not always about quantity, it's about quality as well, there's different variations but in general if you're running a successful inbound marketing program, you want consistency. And publishing on a consistent basis will help that and helps spot again has data proving that blogging frequency does affect customer acquisition.

That's what's crazy, I blog like multiple times a day, it blows my mind. So, it does help. Maybe make it hard to subscribe. I see a lot of great business blogs, they have some good content. But I go to put in my email address to subscribe and I can't find it. I'm like well all right I guess I don't know when they're going to put the next one out.

A lot of people subscribe via email, via RSS, via email, your social media, or yeah, email and email. Right. And I harp on this because it's such an after-thought sometimes for so many companies, they don't have a way to subscribe via email.

By the way this doesn't just apply to your blog itself, it applies to other parts of your website. For example, every time someone downloads an e-book or a form or fills out some form on your website, have a little check box in there that says, would you like to subscribe to our blog? Yeah. Check. Not everyone will check it but we find that over half of the people do check it when they download something from us.

And we get a lot of subscribers to our blog that way just because it's an impulse buy kind of thing. That's why you buy that candy bar to check that line that's right there in front of you. Why not, right? So, allow people to impulse opt in to your blog. It'll really grow your readership from every landing page, every form you have.

You're selling too much. Maybe you're this guy. You don't want to sell in your blog. You want to occasionally link to things that help your company but in general you want to teach, you want to be very authentic and solve the problem. Don't sell, there's other places and times to sell in the process in inbound marketing.

Blog is typically not your touch point to sell on. Maybe you don't exchange guest posts, again Jeremy touched on this a little bit. In terms of reaching out to influencers. It's really good to reach out to influencers, partner with them, have them write for you, you write for them.

It's not an SEO trick, Google's clamped down on that for SEO tricks but it's good for amplifying your audience. Getting their audience to show your stuff. You show their stuff. It's a win-win. So find influencers to partner with.

Maybe you're not spending any money on it. Maybe you're this guy and you say well, my blog should be good enough on its own. Well, as again Jeremy talked about this before. Facebook is really clamped down on organic reach. Other social properties are probably not far behind. So take advantage of services like Outbrain, like promoted posts, like Twitter audiences.

Go ahead and spend a few bucks and distribute your blog on paid media source as well. Outbrain is great because you can plug your RSS feed into Outbrain it'll just automatically just find readers for you in different media sites and you can bring in some traffic that way and really kind of boost and accelerate your readership.

Now all these things are, things you could do today to fix. very inexpensively usually with an exception of this one, if your website is ugly, that's going to take a little bit of investment. I always like pictures of puppies and they tend to play a lot of people. But if your website is ugly, this is going to play a part.

If you have a website that is not mobile, not responsive, not mobile-optimized, it is ugly, not working. there's plenty of studies out there that have data showing that this affects conversion rates, it affects how people interact with their website. If your website is ugly, you've got to fix it. Otherwise you're not going to gain trust.

People are not going to subscribe, you're not going to gain readership. So, so, I promised Jeremy I'd speed up a little bit and be quicker because we're close to break and I do not want to keep your from break.

So with that, I hope that's given you some takeaways, I hope it really helps you kind of tune up. your business blog and really help to kind of fixed a few things that might be going wrong. Hopefully it helps you optimize and really broaden your readership, help your blog be more effective and hopefully it's useful to you.

So again you can grab the slide deck online, it's SpinWeb.net/goinbound. it's a short form, it'll work on mobile, grab it there. always happy to follow up later, so, thanks so much, appreciate your time. Thank you.

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Topics: blogging, events

7 Simple steps for creating effective web forms

Posted by Stephanie Fisher

Jul 22, 2014 1:30:00 PM

webform

One significant priority for many websites is to gather information. Both corporations and non-profits typically have a need to create forms for their constituents to fill out and return, such as surveys, application forms, and registration forms

There are also the forms we put on offer download pages or landing pages to capture new leads.

We're glad to see that web forms are replacing old, outdated Word doc forms from yesteryear. 

It's not hard to create a user-friendly, effective web form. You just need to keep a few things in mind about your audience and your goals. So let's go over these guiding questions to help you create an effective web form for event registrations, collecting leads, or gathering constituent information.

1. How much information do you really need?

The easier it is for someone to complete a task, the more likely that person is to do it, which means a higher rate of conversion. Ask yourself how much information from your potential lead do you really need?

2. Are you looking for more lead volume or higher quality leads?

If you are offering a download, be intentional about how much information you ask for on the form. If you want more lead volume, keep the form short and perhaps only ask for email address, first name, and last name. If you want fewer but higher-quality leads, consider asking for more information.

3. Can you use auto-fill lead forms for repeat visitors? 

It can be frustrating for visitors to come back and fill out additional landing pages on your website and have to type in their information all over again. Make sure you save their information so that your other landing pages automatically fill in data they've already submitted. This removes friction from the process and increases the chances that they will submit the form.

4. Would you be comfortable giving as much personal information as what you're asking of your visitors?

If your form asks or requires personal information (gender, identification numbers, blood type, social security numbers of firstborn children!) then be prepared for a low conversion rate. 

5. Is the quality of the offer or reason for filling out the form valuable enough to make it worthwhile for your user?

If you're asking for information of visitors filling out your form, they may be willing to hand it over if you have a valuable enough offer. For example, if you are the Massage Therapy Foundation and you're offering a high-quality guide with several research case studies, then you can probably get more information about your visitors since they really, really want that download. With that information, you can then segment your email lists for even more effective communications.

6. Does my form and landing page look legit, safe, and secure?

Visitors to your site will be much more likely to hand over their information to you if your website looks professional and inspires trust. 

7. Which form gets more conversions or higher quality leads depending on your goals?

It's always a good idea to do a little A/B testing on your forms to see what factors lead to higher conversion rates. You can set up two landing pages with forms. Here's a great example of A/B testing from HubSpot:

"Scenario A (You Need More Leads): Test a landing page using a longer form against the same landing page using a shorter form (or test multiple form length variations). When analyzing your A/B test, you should be looking to see how the various forms affect conversion rates. The hypothesis is that you will be able to gather more leads from your shorter forms, but if not, another landing page factor may having a bigger impact on your landing page's conversion rate (remember -- form length isn't the only factor). If this is the case, spend some time optimizing other elements of your landing page such as copy, layout, and offer and see if those changes positively impact your page's conversion rate.

Scenario B (You Need Higher Quality Leads): Run an A/B test on a landing page that tests longer forms but puts more of a focus on the different types of fields you include. When analyzing your A/B test, you should be looking for indicators of lead quality. The hypothesis is that your conversion rate will likely go down, but that you'll notice leads that are higher in quality and easier to qualify right off the bat. You'll likely need to consult with your sales team about their perception of the quality of the leads you produced from specific landing page variations to help you settle on the right number -- and types -- of form fields."

The next time you need to create a web form, follow these steps and see those conversion rates climb! 

Do you have forms on your website that you need to convert to web forms? Do your current web forms follow some of these best practices? You can always go back through your forms and update them, do some testing, and see what factors make the difference for your organization. Let us know if you get better results with these tips!
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Topics: marketing, optimization, inbound marketing, web design, analytics

How to drive engagement with online quizzes [Digital Exec]

Posted by Michael Reynolds

Jul 18, 2014 10:30:00 AM

There are plenty of ways to engage your audience online. Blogging, social media, and video are all effective tools in your Inbound Marketing toolbox.

But have you considered quizzes?

Join us for this episode of The Digital Exec as we talk with Josh Little, Head Quizzard at Qzzr, to learn how to drive engagement with online quizzes.

Subscribe to the Digital Exec podcast on iTunes or Stitcher.

Transcript:

Michael Reynolds: Hey everyone, Michael Reynolds here with SpinWeb and welcome to The Digital Exec., a marketing insights show for business leaders. I'm here today with Josh Little from Qzzr. Josh, how are you today?

Josh Little: I'm so good. Thanks for asking.

Michael Reynolds: Awesome. Glad to talk to you.

Today, I'm really excited about our topic because it's a lot of fun and the tool that you've created is a lot of fun as well. I've been using it in our marketing campaigns with great success. You've got a company called Qzzr. Q-Z-Z-R dot C-O is your website.

I want to ask you a few questions today about how people can drive engagement with online quizzes but first, a thirty-second intro, who you are and what your role is at Qzzr, Josh?

Josh Little: Josh Little, I'm the Chief Quizzer at Qzzr. I don't know what that means but that means I keep the thing going and make sure the product works and customers are happy. The Founder of Qzzr and I have been building Qzzr now for about seven months and we've been in the market for three to four months and just been growing.

My role is to kind of just spread the gospel of Qzzr and evangelize Qzzr with the world.

Michael Reynolds: Love it and your beard is getting much more impressive every time I see you.

Josh Little: Thank you.

Michael Reynolds: I have to note it. Let me jump in first and ask you some basics. What is an online quiz? What have we seen day-to-day on social media that we can kind of point to and say "That's the kind of online quizzes that we're talking about here?"

Is it those things like "What Game of Thrones character are you?" or "Test your knowledge of this city or that city." Is that the kind of stuff that you are focused on when you say "online quizzes"?

Josh Little: Yeah, absolutely. In the last six to twelve months you've not been able to go on a Twitter or Facebook feed without seeing these quizzes. There are quizzes on sites like BuzzFeed that you've seen or Zimbio. In fact, the number one article on New York Times last year was a quiz and it was launched December twenty-first.

It only had ten days to get that number one status and it was that dialect quiz that you've maybe seen or these quizzes like "Which State should you actually live in?" "Which Disney princess character are you?" Those are the quizzes that we're talking about. That's what Qzzr allows you to create, online quizzes similar to those but instead of launching them on those sites, you can launch them on your own site for your own blog, brand, product, or cause.

Michael Reynolds: Right, okay. Great, so why quizzes? Obviously we do inbound marketing, we've been a marketing agency for a very long time. We have a lot of things that go into that, like content creation, blogging, video, social media, so why quizzes? What role can a quiz play in marketing campaigns?

Josh Little: The whole goal of a marketer is to engage the audience and to engage a client, to really feed them with whatever they're looking to be fed with. To help educate them, ultimately. People have used over time hieroglyphics and paper and billboards and display ads. There's been this renaissance as a constant over time. Years ago that happened with surveys and polls and video.

It just happens to be quizzes has been discovered as a really engaging way to educate someone and people love it. Quizzes are a survey that people volunteer to take, that they tell the truth and show it to hundreds of their friends. They've turned out to be very effective in terms of a content medium.

More effective sometimes than infographics or video or anything else that can be created because quizzes really by nature, feedback the individuals that are taking them. For instance, a survey is all about me feeding you. If you give me a survey, I'm feeding you, right?

That's why people have to beg "Please take my survey. It's only going to be thirty seconds" or "it's only two questions." A quiz, you don't really need to beg, you just have to throw out an interesting topic: "Which Game of Thrones character are you?" "I don't know, I've always kind of wondered that."

Along the process it's me feeding myself. Even if it's a graded quiz, it's me getting feedback on where I measure up. "Am I a gearhead or not? Am I a candidate for Lasik surgery or not? In fact, I've always wanted to know that." A quiz kind of has this bi-directional value prop so it's not just this one-way sort of channel. It's not just me telling you my thing, it's you discovering for yourself what is valuable for you about this topic.

Then getting at the end, some sort of result. Whether that's a score or a measurement or an outcome. If I'm taking a quiz, I get a result at the end. Those are a few swatches of why I think they're so meaningful to people and this is a super unsubstantiated fact that I actually just heard in a meeting this morning. It could be totally wrong, I probably shouldn't even release it but somebody was saying-

Michael Reynolds: I like made-up facts, it's okay.

Josh Little: These are made-up facts. I'm just going to say, this could be a made-up fact by someone else but they're pretty reputable. They said the number one display ad of all times was actually a quiz. I was going to look that up, I haven't had a chance today so that just suggests that people want engagement. They want to play. They want to be involved and not just showered with information.

Michael Reynolds: You kind of touched on this briefly and the thing I want to cover is, when I look at online quizzes, usually they're ... again, I always go back to "What Game of Thrones character are you?" I usually skip those, I'm not very interested. I'm usually in kind of a business mindset. I've got stuff to do, I want to stay productive. I don't think I take too many of those quizzes that are more of the pop culture kind of stuff.

You touched on some nice ways that businesses can use quizzes as self-assessments or ways to engage people in a certain type of fact-finding mission that can actually bring their audience closer to their product or service as well. Do you see a lot of that happening too?

Josh Little: Absolutely. In fact, it's what I'm most excited about as a former educator and creator of the world's foremost social learning platform and owner of an agency that's created training platforms for Fortune 500 companies, that's running in my blood. I want to take this frothy medium of quizzes ... "What Disney princess character are you?" I would never take that, well actually I took that quiz but I don't tend to click on those quizzes.

I'm more excited of translating that frothy sort of medium into real business value. That's what we're trying to do is help people understand that under the hood of a quiz is actually a decision engine. You can create a decision engine for any term anyone has through your product life cycle or through your sales cycle.

Any decision that they have to make, you could help them make that through discovering a quiz. We just saw Lime Ricki, who's a swimsuit company, launch a "Which swimsuit should I wear this summer?" quiz which turns out to be a tongue-twister. They're helping their customers understand, instead of looking through thousands of swimsuits on my site, take this quiz; tell us about your size, tell us about your preference, where you go swimming, where you want to hang out and we're going to show you the best swimsuit for you. In fact, at the end we're going to give you fifteen percent off, click right here for an offer.

That's been very successful with them. When you look at that for a swimsuit company, now what if I'm an optometrist? I already mentioned the "Are you a candidate for Lasik surgery?" quiz or "Which eye disease do I have?" or "Which sort of frames would look great on my face?" You could start riffing title after title that would be beneficial. Even for like a small-town optometrist, they could launch some quizzes that could help their customers either make decisions or go out beyond their customer base and gain those new fans and followers.

Michael Reynolds: Yeah, I like that. Obviously you might have to be careful with some of the medical advice-centered stuff but I do like the idea of "Which frames are the best for you?" "Are you a candidate for Lasik?" Stuff like that. How do you know which type of quiz is right for your business? For example, you've mentioned things like which character are you or which so-and-so are you or there's other quizzes that are more assessment-based. Maybe you get a percentage or a score at the end on how well you did.

Josh Little: Mm-hmm.

Michael Reynolds: What are some guidelines? If someone's saying "Okay, I would like to start using quizzes tactically in my marketing strategy. When do I use them? How do I use them? How do I decide what my outcome is?

lightbulb-quiz

Josh Little: Yeah, that's a great question. The obvious one is like you said, the which blank are you? Everyone kind of goes to that because it's an easy one to make and it's fun. People expect that to be the most engaging, the highest traffic quiz that they'll ever create. In reality, those do pretty well in terms of getting out there but really one of the tips here is they have to be congruent with the content that's already on your site.

Content that's interesting to your channel. For instance, if you created "What Disney princess character am I?" Just because that did well on BuzzFeed doesn't mean it's going to do well on your financial management blog. It really falls flat. Even though it got like one point five million people to take it on BuzzFeed, that's what people are trying to do on BuzzFeed. That's the job they're hiring a quiz to do, is just entertain.

Michael Reynolds: Yeah, BuzzFeed is there to help you waste time at work.

Josh Little: Yeah, waste time at work, wait 'til five o'clock, exactly. If I'm on this financial management blog, the job that I'm hiring this blog to do is help me become better at managing my finances so the quiz ought to be really more focused at "Are you ready for retirement?" or "Do you have enough invested?"

Some of those more relevant problems that the quiz could solve or even "Do you know your facts about the..." I'm going to do terrible at riffing on financial management concepts but "Do you know the hottest stocks out there?" It could be a graded quiz on different stocks or different symbols.

Michael Reynolds: "Do you know which mutual fund is right for you?" Stuff like that.

Josh Little: Yeah, absolutely. We've seen actually graded quizzes are some of the top quizzes that have been launched. Some of the quizzes that have gotten the most traffic, the highest conversion rates, are actually graded quizzes so that's really validating to us. Because it helps us kind of shine the light. What we're doing is translating this frothy medium into real business value. That's working for people so it's been fun.

Michael Reynolds: I don't mean to put you on the spot. I'm not sure if you have an answer to this unless you're in these industries but you mentioned two industries that are extremely regulated, one is medical and one is financial. Both highly regulated so I would imagine putting a quiz online that helps people guide them toward the right mutual fund would be not necessarily in compliance and they have to be really careful of that.

Have you ever worked with any organizations that are very stuck in compliance and they have to be very careful about the type of self-assessments they put out there? Do you have any advice?

Josh Little: That's a good question. I'm trying to think of a really good example though because we've had a few but obviously those industries don't tend to be early adopters and right now with Qzzr what we're seeing a lot of are early adopters. It's more in the retail and the consumer world. ESPN's launching a quiz today. It's more like publisher, more consumer-based world.

Michael Reynolds: Yeah. Basically, the same advice with a lot of the times is basically, check with your compliance department, make sure you're not overstating any deliverables and I think there's probably ways to make that work still.

Josh Little: Yeah. What I found is the clients that we've worked with that have compliance issues, they know way more about their compliance needs than we do. From a HIPAA standpoint or 508 compliance on web properties and all that stuff. They know the regulations and we just work with them to make those happen.

Michael Reynolds: What about boring industries? I talk a lot about, people talk to me oftentimes about their industry being too boring to do a lot of interesting marketing, whether it's manufacturing, whether it's legal or whether it's selling a widget that goes in a machine, whatever it is. They say "My industry's too boring to do a lot of this inbound marketing stuff. It's not going to really work."

What would you say to, quote, boring industries that might be interested in using quizzes or online assessments like this in their marketing?

Josh Little: I don't want to make a blanket statement about this, but we've seen some amazing results in boring, very niche-y topics. For instance, we had a quiz which is "Which sub-genre of linguistics should you be in?" Which, if you were to ask me, I'm going to guess about thirty-five people are going to take that quiz.

We know the person who launched it through a friend of a friend, I'll spare you the story. Anyway he thought like, wildest dreams, if a thousand people took this quiz it would be so awesome and it's just passed like seventy thousand takes on it. Which is insane and he's put no promotion behind it, he launched it on his personal Facebook channel.

That's an extremely niche-y, I feel boring but linguists will probably argue otherwise, right? To linguists, that's it. That's the coolest quiz they've ever seen and they're taking it and they're sharing it with all their linguist friends and it just kind of starts to take off.

Michael Reynolds: Love it, love it.

Josh Little: We've seen another one kind of like that. "Which Connecticut town is your true home?" was the title of the quiz. Again, Connecticut's a small state, who's going to take that? A guy in Connecticut made that quiz, launched it on his personal Facebook page. It had only ninety-three people had taken it in the first twenty-four hours. The post actually got zero likes, six comments and it just raced past sixty thousand people who have taken that quiz.

All through just social media shares, he's put no promotion behind it. That's why I say, I don't want to make a blanket statement like "Go make quizzes for your very boring topic and they're going to just take off." Because it's not the case, we've also seen people launch quizzes and get a few hundred people to take them.

For some topics that might be okay because a few hundred people could equal a few dozen leads, which for an optometrist a lead could be very valuable. For many businesses, one lead is worth the effort.

Michael Reynolds: Right, right.

Josh Little: A quiz can sort of deliver on that.

Michael Reynolds: That's awesome. I think before we wrap up, is there anything else, any advice that you would give to people if they're thinking about integrating, I won't say a quiz strategy, but I guess these tactics of using quizzes in their marketing strategy? Any advice we haven't covered? Anything you'd like to leave our audience with?

Josh Little: Yeah, maybe a couple of things. I think one of the things, I don't know if I'm actually battling it or not, helping people understand. I've just talked about quizzes that have gotten in the millions of responses and just taken off and blown up on social media. I think what I want to communicate is that, that's cool and that's great that that happens but it doesn't need to happen to create a valuable result for your business or your organization.

If you can help one person make a decision that you didn't have to physically talk to them about or have a support question to answer for them, that's a win. If you had a quiz out there that could help people make a decision on your website or help them better understand what product it is they want, even if that was one or two or three people, that's a win, right?

Quizzes don't have to go out and get millions of people taking them to be successful in terms of a workhorse for your business or for your need so I would say that first. Secondly, I've already said what we're most interested in is trying to translate that, the exciting frothy medium of quizzes into real value and I would say, try to think about what it is you're actually trying to do. What it is you're trying to move.

For some people, they just want more eyeballs on their website. They just want more traffic. A quiz can do that, that's one of the three jobs people hire a quiz to do, which is drive traffic. A quiz is great at doing that because when you launch a quiz and let's say you have an email list of ten thousand people. You launch a quiz to that and you get the standard, whatever, twenty, thirty percent open rate of an email. Then three thousand people let's say, take your quiz.

Of that, you might get twenty, thirty percent that share that quiz so now we're down to nine hundred to a thousand people that have shared that quiz on social media. They just shared that with three to five hundred people each, of those three to five hundred people, we're talking conversion rates here and I don't know if this is a big numerical jumble, but I can see it really clearly in my mind.

Now of those three to five hundred people, maybe thirty to fifty click on that quiz, come back and the quiz starts to go outside of your email list so if you're really only touching those ten thousand people what you actually do is touch ten thousand people plus nine hundred to a thousand people who have shared it beyond your email list.

Those people can all come back now, experience your brand, experience this quiz and then at the end of that quiz you can start to capture that value by either asking for a lead, capturing the lead either saying "Are you interested in more information about SpinWeb? Are you interested in more information about financial management from my organization?" or whatever that might be.

You can capture the lead or you can drive them to an offer to another site and say "Hey, download our free eBook" or "Take this coupon for your next visit" or "Purchase this pair of shoes today." Whatever that is. I'm trying to make a point here which is, think about the end result of what you'd like to accomplish. Which is, actually just want more new customers and then start to work backward from that. "How could I find more new customers? What would they need, what would be interesting to them content-wise?" Then the quiz topics start to flow.

Then maybe, I'll just make one last point. Where people tend to sort of get stuck is, "Oh that's cool. I love quizzes. I want to make one. What would the topic be?" There's kind of just a series of questions and they're a little bit common sense. The place I recommend to start is, what topics are already working? Go look at your blog. What are the best articles that you have? What are the most shared articles? Go to your Facebook page. What are the most commented posts? What are those topics?

Start with those and start riffing around those and you can use the common "What blank am I?" or "Which one of this?" Using pictures, "What is this?" quiz. A graded quiz that you could show pictures. I don't know why I'm stuck on financial management for the moment but if you were showing "What is this stock symbol? What is this stock symbol, what is this stock symbol?" And choosing those.

Michael Reynolds: I like the idea of looking for that end result and I agree, that's what marketing's all about. It's about providing and delivering a result and driving revenue so that's great advice, excellent. I can also vouch for the effectiveness of quizzes. We actually, obviously, we are a customer of Qzzr, we started using it recently.

We had a client that only had a couple hundred people in their database to start with, just getting started. Launched a quiz on the blog and it was taken over a thousand times and completed over six hundred times so it was basically a sixty percent conversion rate to completing that quiz. That is a very obvious case of just what you described, where it reached a couple hundred people via email but those people shared it enough to really expand that audience much, much larger than the original list.

It really drove tons of traffic to the website and was extremely successful right out of the gate. It was just a very simple "How well do you know this city?" kind of quiz. One to ten questions, get a score at the end. There were some interesting, kind of obscure questions, some cultural references to the city and all kinds of stuff so a lot of fun to make and very, got a lot of engagement as well so I can vouch for that actually happening. I was happy to see that.

Josh, I really appreciate your time, I really appreciate the insights. Let's have the quick couple minutes on, we've talked a lot about Qzzr already, I think your product is fairly straightforward. You provide a way to make quizzes but anything else that you'd like to tell our audience about Qzzr? What makes it great? What makes it easy to use? What are some success stories? Let's hear the short pitch on Qzzr.

Josh Little: Qzzr is basically a simple quiz tool. You can create your own quizzes online, in minutes. It actually takes you longer to think about the content or search for images than it actually does to build the quiz and then at the end you can embed them anywhere. You can embed them on your site or your blog and they're fully responsive. They work on any device - mobile, tablets, computers so you don't really have to worry about any of that.

We also have a couple of the world's best designers behind the product of Qzzr so the number one bit of feedback we get is the quizzes just look awesome. They look beautiful so they make your content look amazing from the beginning. We help you figure all that out so it's super simple to make a quiz.

There's actually a free plan. You can go sign up to our free version of Qzzr, create as many quizzes as you want, get millions of people to take them. Once you want to start capturing leads or offers or redirecting shares back to your site, that's where we feel the value is created from the quiz or you're extracting value from the quiz, so in the paid plans we'll allow you to do those things. We give you some freebies from the free account, just to try those things out.

We're really trying to create a quiz platform for the whole long tail because there's a handful of large publishers out there, The New York Times and BuzzFeed and now Huffington Post just launched their own quiz tool but they've made their own tool. We can't use those tools. We're trying to create the tool for everyone else in the world to use on their own site, blog, or brand.

Michael Reynolds: It's a great tool. It's absolutely beautiful, just like you said. I love using the tool, it's phenomenal. Very user-friendly, very easy and I love it so I recommend everyone give it a shot. Qzzr is at Q-Z-Z-R dot C-O so definitely check it out. Sign up for the free plan and give it a shot.

Josh, real pleasure talking with you. Great to connect with you as always, really appreciate your time so thank you.

Josh Little: Yeah, thank you. The pleasure's all mine.

Michael Reynolds: Thanks everyone for joining us, we will see you next time.

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Topics: inbound marketing, interview, digital exec, quizzes

Googlebot now runs JavaScript (and why you should care)

Posted by Serena Acker

Jul 17, 2014 1:30:00 PM

The internet is full of dynamic websites (some of which we were proud to help create) that make use of JavaScript.

Recently, Google announced that it will now be executing JavaScript (JS), which essentially means that they have expanded its capability to render richer websites. In layman's terms, this means that Google will see your content more like you do as the end user since it is now executing JS and applying CSS.

javascript

But before we get into the dirty details of this change, let's take a step back and look at the bigger picture.

What is Googlebot?

Googlebot crawls the web (which is why it's often referred to as a "spider) in order to discover new content and get it indexed on search engines. It's called a "bot" because it's a self-regulated system that runs automatically much like a robot. Googlebot scans information all over the web with an absurd amount of computers to help index content. It uses an algorithmic process which helps determine which sites to crawl, how often, and how many pages to fetch from each site.

Previously, Googlebot didn't run JavaScript, meaning that it didn't "play well with others," in that sense. It's significant that it now executes JavaSript because content can now be added more easily to websites. For example, if you have dynamic JavaScript-generated content on your site, it previously wasn't seen by Googlebot (depending on how the web page was built). 

This change will allow developers more flexibility when building a single page application (i.e. Googlebot can now see the content of that app).

What does this mean for you, our beloved clients?  

Several things, really:

  • It gives us more flexibility to create apps for different organizations and helps that content get more fully indexed.
  • It makes the jobs of developers a whole lot easier because they have more flexibility.
  • It means more opportunities for your content to get indexed so that may help with search visibility.

Bottom line: You no longer have to worry about how you structure JavaScript-driven content. Because Googlebot is running JS, Google will be able to index it just like other content. And we happen to think that this is great news! 

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Topics: google

Best cheap or free photo editing tools for marketing directors

Posted by Stephanie Fisher

Jul 15, 2014 1:30:00 PM

photo-editing-tools

Last week I gave you some great tips on where to find free or cheap stock photos. Continuing with the theme of perfecting your website and social media images, we're going to explore some of the free tools for lightweight photo editing.

All of these apps are insanely easy to use right in your web browser, so you don't have to download or install any software and you can use it from any computer. And, they're all free or downright cheap. I know that's music to your ears, all you marketing directors and social media coordinators.

Pixlr

This is my go-to editing app when I don't have access to Photoshop. Pixlr is a light web app that has a surprisingly robust set of features, similar to Photoshop. The toolbox and movable windows are also very similar. 

You can't save as PDF and it usually never works to save a layered file and then be able to open it and edit again, in my experience. If you're mostly cropping, resizing, adding layers and text then this app will do the trick.

pixlr

PlaceIt

I love this tool for creating screenshots on a device. PlaceIt lets you take any website or photo you upload onto a photo of an iPhone or tablet or desktop. There's a variety of devices and backgrounds to choose from. Here's an example I created a while back for this post on responsive design.

5-reasons-responsive

I used a blank or white background for mine so that I could add my own text later. It's just a really simple way to do it. PlaceIt now puts a watermark on the images that you download for free, but for a very low price you can buy a larger, non-stamped image.

Awesome Sceenshot

I use this handy app as a Chrome extension quite a bit. It lets you easily screenshot your entire desktop or just a portion of it, and then you can add arrows, boxes, text, and other annotations to the image before downloading it. For free! Awesome Screenshot has a handy blur tool as well so you can quickly blur out any private information that is in the screenshot (like I did below with my username in the corner).

awesomescreen

 

Fotor

Fotor is similar to Pixlr but it has some really nice presets, if you want to do some enhancing and beautification. The layout of the program is really simple and smooth, too. It's less like Photoshop and more like a well-structured web app. One of the handy features is the Cover Photo section, where it has a selection of social media cover photo templates so you can design and crop the perfect cover photos for your social media channels.

fotor

 

Simple Image Resizer

Sometimes, all you need to do is resize an image and be done. Bookmark this Simple Image Resizer and the next time you need an image 50% smaller, or a new dimension size, just upload your image and input your new specs, and voila. Your image is resized. Couldn't be any simpler.

imageresizer

Picmonkey

This photo editing tool is also very popular. It's dead simple to use, and has a nice selection of beautiful fonts to choose from if you need to add some pretty text to your image. Like the other apps mentioned above, you can use Picmonkey in your browser so there's nothing to install, update, or download. 

picmonkey


Do you have any favorite web apps for image editing? Share them in the comments below!


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Topics: photography, content

How to get the most from your sales CRM [Digital Exec]

Posted by Michael Reynolds

Jul 11, 2014 10:30:00 AM

CJ McClanahan stated in a recent podcast that sales people who use a CRM consistently outperform those who don't. I happen to agree.

So why is it so difficult to choose and implement the right CRM?

Join us for this episode of The Digital Exec as we talk with George Brontén, CEO of Membrain, to learn how to get the most from a sales CRM.

Subscribe to the Digital Exec podcast on iTunes or Stitcher.

Transcript:

Michael Reynolds: Hey everyone, Michael Reynolds here with SpinWeb and welcome to the Digital Exec, a marketing insight show for business leaders. We're happy you're here. I'm here today with George Brontén, who is president and CEO of Membrain. Membrain is a phenomenal sales CRM, and it's a CRM that I use and we use here at SpinWeb. So a full disclosure for a customer, we are a customer, and we're in love with Membrain and so happy to be with you today George. How are you?

George Brontén: Very good. Thanks for the nice introduction. I'm glad to.

Michael Reynolds: Fantastic! Thanks for joining us all the way from Sweden. So, what time is it in Sweden today?

George Brontén: It's 3:00 p.m. here.

Michael Reynolds: Okay great. It's morning here so I appreciate you joining us from far away. A little bit of just a background on Membrain. Membrain is a sales CRM focused on complex B2B sales. What I like about it is it's very focused on sales process, and we'll get to that more at the end because I definitely want to hear more about Membrain for our listeners and viewers.

Today's topic I'm really in love with, and today's topic is: How to get the most from your sales CRM. A lot of people are interested in choosing the right CRM; how to get the most from it, how to really supplement their sales process with the right CRM, so I’d love to dig into this. But before we can do that, George, what's your 30 second intro on you and your role in the company?

George Brontén: Yes. I was the founder, or, I am the founder, of Membrain so I got the idea and started and funded the company, and I'm the idea guy. I'm the one who wants to elevate the sales profession with Membrain. My passion is sales and my passion is software so I've combined the two.

Michael Reynolds: Nice.

George Brontén: That's great fun.

Michael Reynolds: Love it. Well, again, thanks so much for joining us. Let's dig in because I love ... I'm a CRM nerd, I admit it. I love tools and processes and I love digging into the sales process, so Membrain really, really kind of scratches that itch and really does a great job. Let's back up first and just get some ... Let's start with the basics. First of all, just give me the quick intro of what is a CRM? How do you see a CRM? What does it stand for? How is it used? What is just some basic background on CRM.

George Brontén: I think CRM is an interesting topic, because everyone you ask will give you a different answer of what it is and what it should do. What I've found when we were looking for a CRM for my other company that I built, called Upstream, I found that the CRMs were really just fancy Rolodexes, and that's not what I was searching for.

So the background is actually that I wanted a tool to help me drive the right behaviors within my own sales team, and there weren't any really good CRM's for that purpose. What I want a CRM to do is to drive sales. That's why I founded Membrain, and that's what I think a sales CRM should do. But when you ask people on the street I think they'll give you an answer that it's going to be a data repository. That's where we store all our contacts, our activities.

I think CRMs historically have been more of a data repository. It has been great for campaigns and marketing people, but we see a lot of changes now in marketing as well, as you know, in sales specifically. I think CRMs are changing and becoming more specific for what you want it to do. Sales CRM in my head should enable the sales team and drive the right behaviors.

Michael Reynolds: I agree and I wonder why so many organizations don't seem to focus in on that as much as they should. For example, what makes someone choose a CRM that is more of a contact database versus a sales CRM? Or, should everybody be working with a sales CRM and we're just kidding ourselves when we don't focus on that outcome.

George Brontén: Well yeah, I think that the initial promise of a CRM was to have a central repository where you store all the data and all the information about your customers; and what you've said to them and how you communicated to them. I think that has a lot of value, but what we've seen happening is the world is changing. I mean the Internet has changed everything, so buyers now can find all the information they want online and we can't really push information to them in the same sense as we used to.

I think CRMs as they used to be are not really helpful for driving the right sales behaviors, but they're still what people think about when you say CRM, so we still struggle with that quite a bit. Because for us, what we mean and what I think you mean with a sales CRM is not what the average person would answer if you asked them what a CRM is.

Michael Reynolds: Well I think you're right because I see a lot of sales teams and sales people that are in what I call, "Cowboy mode." I say cowboy mode because they're just kind of looking at sales as the Wild West. They're just saying, "Well, I've got talent. I'm a nice guy. I can relate to people. I can talk to people, so just put me out there and I'll make some sales big because I'm just going to hit the pavement and talk to people." They have no sales process, and that really bothers me because without a sales process it's tough to measure your sales performance. It's tough to optimize your performance. It's tough to really see what that target is and stay focused on that target. I know that there are a lot of good CRMs out there that really guide people through a sales process. Obviously, Membrain is one of them and my favorite, but there are a lot of CRMs out there that really are evolving to the point where they guide sales people through a sales process. So, tell me about what the disadvantages are ... First, just not having a sales process in general, how does that hurt organizations?

George Brontén: Yeah, I think what you say is interesting, because there are a lot of sales teams and sales people out there that are just winging it. The good sales people that are winging it, and succeeding, do have a sales process. It's just that they haven't put it down on paper, and it's not been replicated to the rest of the team. The downsides of not having a formal sales process is huge, especially when you're recruiting new talent, new people. How do you on-board a sales person if you don't have a sales process? How is he, or she, supposed to know what they should do to get a new business on-board?

I think there's huge problems, and we're seeing that everywhere. You hire people, like you say, you put them out in the field, and they're going to train on real customers because you're not on-boarding them well enough. So they come back and after six months of no sales, where you've been hoping that they were going to figure it out, or they're going to go out and do their cowboy thing like you say, but they're not really succeeding so we cut them loose and we try the next one.

That has huge costs, of course, for all companies that are doing it that way. Having a sales process, and not just having a sales process, I think that's an interesting ... Just talking about sales process, what is that? Because for most people I think it's a check or a drop down list in their CRM. “I'm in phase one. Now, I'm in phase two.” Then you align those phases with a percentage of the likelihood that you're going to close the deal, but it's just really a perception of the sales guy how likely he thinks he is to win the deal.

Michael Reynolds: Yeah, it's just a made up number.

George Brontén: Just a made up number and it's fixed in the system, so it's like 10, 25, 50, 75, 100, and based on the gut feel of the sales person that's how your forecast is going to be. I think, when we say sales process we mean something more. We need to have a face and staged process, where you know the milestones.

You need to find out where the customer is, and how you align your messaging to where he is in his buying process and how that customer buys. Because a lot of organizations and people don't buy the same way. One organization may be very focused on the personal relationship, so if they find a selling organization that is very social and has a good product, they'll be more likely to buy from them than, let's say, another organization which is very structured. They would proceed, or prefer, to work with a selling organization that is also very structured.

You need tools to understand where the customer is, and of course find out what their business result is. What are they trying to achieve? How do you align your offering in your communication with that? A sales process needs to be very well thought out and mapped to your buyer. I think that it's crucial in having that step by step, it becomes a map. If you have a map for your sales team then we're going to find more deals.

sales-crm

Michael Reynolds: Right. To us a sales process is more than just a phase, like you said, you do have phases obviously, but within that phase, and here's where I reveal, and see if I'm doing this correctly according to the Membrain philosophy, I see each phase as having multiple steps underneath that that has some specific dependencies.

For example, in our evaluation phase, step one is to gather some information, you know, fill out some data in the CRM, qualify someone to make sure that we're a good fit for them and they're a good fit for us potentially; and then have a phone conversation, run through some specific questions. There's some really deep qualifications that happens on both sides just during that one phase, before we even move to the next phase. With your philosophy, and the Membrain philosophy, is that how you see a sales process working?

George Brontén: Yeah. I think we should take one step back. It's also about what you're selling, so if you look at some products they're very transactional. I think that space is going, or it's already moving to become quite automated. So, if you're selling commodity products with no risk to the buyer, he's going to go out and find the best possible supplier on-line, check the review sites (laughs), and he's going to buy where he gets the cheapest price and feel confident with the supplier.

I think those commodity sales, that's going to be more automated moving forward. You don't really need a sales person anymore at all for that. Then you have the ... Where you need to have a touch, but it's not really complex, so one buyer ... One guy and the buyer can decide if you're going to buy this or not, and it doesn't really matter if it's not the perfect fit.

But once you start selling something more complex, and for me the complexity is in the perception of the buyer when it comes to risk. So, if I'm risking my job, or my face (laugh) because I'm picking you as my agency, I need to be able to feel confident in that, and that then becomes a complex decision. That will make it the sales process on how we sell so much more important.

Michael Reynolds: Right. Exactly. Now tell me ... Okay, now let me play devil's advocate for just a moment. So let's say I don't have a CRM. Let's say I have moderate success in sales. I have a couple of salespeople, they're just kind of winging it. Maybe we use a spreadsheet, but I don't really have a CRM. How is that hurting me?

George Brontén: Well, if you have any ambitions to scale that, or if you have people that are going to leave you and you're going to bring in new people you will need to have a process in place because otherwise you'll be spending too much time trying to figure out what best way to sell is.

I learned this by experience in my other company, Upstream. I was, like you said, winging it (laugh), and I was good at that. But trying to hire people to scale that business, I understood after a couple of hires and fires that they need a map. If you don't have a map, if you don't have a system to provide these best practices and have that information you're going to be losing time. You're going to be losing competitiveness and just leaving money on the table.

Michael Reynolds: I would assume that it's difficult to measure at that point, correct?

George Brontén: Yeah, of course. You're getting no measurability so that's crazy of course, as well so ... There are situations where you could probably be better off without a system. One man shops could probably run their business in Excel. They have a few customers and that's fine and they prospect on LinkedIn, but as soon as you start scaling your business you need systems and processes or you will just not be successful.

You will have nothing, like you say, nothing to measure, no best practices to follow. You don't have to iterate on it. You have to know- what are we doing now that's working, and what are we doing that's not working? How do we iterate the process, because a sales process is never complete. It always changes. You always improve upon it.

That's the next thing with traditional CRM's are quite difficult in that aspect because they're not designed around the sales process. Rather you have to tweak them and get the sales process into that system by customizing it, and then once you want to change it then it could be quite cumbersome.

Michael Reynolds: What about sales and marketing integration? This is something that I am very focused on. What are your recommendations for how to integrate your sales CRM with your marketing program?

George Brontén: Yeah, that's key focus for us as well and I think what is happening there is that we're seeing the whole inbound marketing and the whole content marketing space is growing like crazy, for reason. We have to be found when people and buyers start looking for us. I think I read a number somewhere that said 95% of all the purchases that are made start with a Google search (laugh).

People are searching for answers on-line and you have to be found, and content marketing is the big push in the market. What I see there are some different aspects that are difficult. There's sort of a shiny object thing around the whole inbound marketing space now that sales people believe that they're going to get these fantastic leads that are sales ready. That can happen of course, but you still need to be able to sell.

Like you pointed out, when you're in complex sales every deal takes time, so you need to be focused on the right deals. So, when it comes to a line in sales and marketing, what I always talked about is really defining what a qualified lead is, and how to hand that over, from marketing to sales, and have a very well understood definition when that baton, so to speak, is handed over and what is going to happen next.

For marketing, this is going to be lovely because now they have all these tools like: Hubspark, Marketo, and all these great tools to generate leads. If you marry that with something like Membrain where the process just continues, then you get this fantastic closed loop that we're all dreaming about. You get the measurability from the first time they visit your site until they buy from you when you can always see how that happened and iterate on the process.

Michael Reynolds: So before we wrap up here, one last question that I want to pick your brain on a little bit. I know you're going to be very good at this question because I know that one thing I really respect about you and your Team at Membrain is that you are very open about turning people away if they're not a good fit for your software. You want people to find the right system for them and Membrain is not a fit for everybody so I know you're going to be very good with this question.

The question is, how do you recommend a person choose a sales CRM. Let's say I've got an organization with a few sales people, who are running things in Excel. I'm like, "Okay, I get it! I need a CRM. I'm listening, I understand, I get it." So, how do I go about choosing the right CRM for my organization?

George Brontén: I think you first have to realize what type of sales you're in because sales is not sales (laugh). You have to realize, are you in a complex sale or are you in a transactional sale, or are you somewhere in the middle? Because it's very different. If everything you need to do is pick up the phone and call as many customers as you can and you can close that sale on the first call, Membrain is not for you most likely.

But, if you're selling something that takes time and you need to engage some stakeholders on the customer's side, you need to convince them, understand them, you need to build a relationship and build value ... Every deal then becomes so important that you have to have a plan. If you don't have a plan and you're running around lost, that's going to cost you a lot of money.

First, you have to understand what kind of sales you're in and then you need to decide how important this is for the growth of our company, and if you're serious about growth and sales excellence that's where Membrain would be a good fit because we're all about driving the right behaviors in the sales team.

Michael Reynolds: So a follow up to that, obviously, I would know that Membrain is your favorite sales CRM (laughs) but what are some of your other favorite CRM's that you see in the marketplace that you respect? That you would recommend that you would say, "Hey, if you're not going to choose Membrain choose one of these guys." Do you have any that are on your short list of CRM's that you recommend?

George Brontén: Yeah, absolutely. I think there are a bunch of good up-comers in this space. If you're looking for a CRM and you're more in the transaction space, I would probably go for something like Base, which is a nice software, modern and effective so you can work faster (laughs) in that product. While we're more focused on working smarter and having the process front and center, and we're a lot about also coaching. But if you're after a CRM, just the account tracking and everything I would say Base would probably be my favorite right now.

Michael Reynolds: Okay. Any other's that you recommend?

George Brontén: Wow, you're asking me to pitch the competition.

Michael Reynolds: (laughs) We try to be balanced here.

George Brontén: Yeah, that's a good thing. Base is my current optimal favorite, I would say for transactional b plug.

Michael Reynolds: Okay, great. I appreciate that. Anything else I haven't asked you that you think is very important for organizations to consider when either adopting a sales CRM or getting the most from it and using it effectively?

George Brontén: Yeah. I think you have to have a long term goal. You have to know where you want to be in a couple of years, in terms of sales. Because in my head, and because of every product now looking the same for buyers when they go on-line, how you sell is becoming so much more important than it may have been in the past.

The buying experience, hence the selling process, is really key for me. I would also go out and look for a consultant ... You mentioned Lushin in the beginning, and Brian, we just love those guys. I mean, they're experts in sales. They do great sales training and they can help you with the sales strategy.

Finding a good sales developing expert would be a tip from my side because a system is only a system. It's only as good as you make it to be by using it. You have to have someone to help you if you can't do it yourself to create your sales strategy, your sales process, and your best behavior that you want to strive for. So I would go out and find a good sales development expert.

Michael Reynolds: Thank you. I do want to unpack that a little bit more and make sure that our audience knows where to find my sales coach, Brian Kavicky at Lushin. That's at Lushin.com and we'll put a link in the show notes as well. But I do recommend working with Brian Kavicky at Lushin. He works nationally. He's got clients all over the country, and he would be my recommended expert with helping with sales process and choosing the right CRM as well, so I'm glad you mentioned Brian and that shout out to him. Thank you.

Let's go ahead and wrap it ... Here's where I get to make it up to you for asking you about the competition, George. So I'm going to ask you to give me just a couple minutes on Membrain, what it does, why it's so great, who is it for and why you might want to look into it. I'll start with my endorsement. I love Membrain, personally, because it is so detailed and so process-oriented that it makes it very difficult for us to fall off the rails in the sales process.

When I was on-boarding our newest sales person I was able to say, "Here's our new sales process. Here's your CRM. We can train you by fine-tuning steps in the process," as opposed to saying, "Hey, have fun, go wing it. Good luck." It was very structured. It was very measurable. The data we get from Membrain is outstanding. I just cannot say enough about it.

It integrates with HubSpot, so our marketing qualified leads automatically sync up to our CRM. It really saves us a ton of time and makes sales much more effective for us, so that's my endorsement of it. But George, I would love to hear kind of your pitch about Membrain and why you think a great CRM for certain organizations.

George Brontén: Yeah, thank you. I think what we're focused on is really, as we've said, is helping sales teams to reach excellence. What does that mean? We think you have to have a map, which is the sales process. That's front and center. Then we have to visualize that, which is something that we focus a lot on how to really see your pipeline and see the health of it and the granularity, as you mentioned, is really key.

To be able to analyze and coach, and coach is something that we haven't touched upon so much, but from my perspective sales coaching is key. It's really difficult to coach if you don't have the right information, if you don't have the map, and if you don't have the content in a context it's really difficult to coach.

So we focus a lot on helping the sales coach to do his job, to get the most out of the sales people. Because it's all about the people in the end, I mean you have to have sales people that grow as individuals and professionals. That's how they do a better job and we want to build a perfect system for everyone in the B2B space to really reach their potential by using this system.

Michael Reynolds: One thing I found to be very interesting about your website, I'm not sure if this will change or not, but you can't really get a demo of Membrain on your website, and that's on purpose, I believe, because it's not for everybody. It's not something that you could quickly see a demo and say, "Oh, well I know what I need to know," because you don't really know what you need to know until you talk to someone and really dig into how it benefits your organization. I'm guessing that's on purpose that you don't allow people to even do a demo, right?

George Brontén: Yeah. The whole SAS base is very much about self-service nowadays. So you go to a website, you sign up, and you trial it, and then you're supposed to decide if it's good or not for you.

Michael Reynolds: You don't buy it because some question didn't get answered and then you go away (laughs).

George Brontén: Yeah, I know how I am. I go to a bunch of websites and I trial them, and I try them for like 10 seconds and then I go to the next one and I try them. We really want to be the premium choice for the B2B sales teams and believe that we need to have a dialogue in order to convey, or understand the customer first; what are they trying to achieve, and then we can go into a demo mode.

I think there's too much focus on demos in this space at the moment. So yes, we're probably losing a lot of deals because of that, because we get a lot of angry people saying, "Why can't we demo your product! I mean you're stupid."

Michael Reynolds: Everybody wants a demo right?

George Brontén: Everybody wants a demo, and sure, maybe but that's how we decided to go right now and it's been quite successful so far.

Michael Reynolds: Well I agree with your approach because Membrain has a lot going on under the hood. It's very, very powerful. It took me about a week to get it initially configured and setup, but then over the next few months I kept finding new things about it that just really delighted our sales team because it can do so much. I really do agree with your approach and I love Membrain.

George, it's been fantastic talking with you. I really appreciate it. A lot of really great insights on sales CRM and a pleasure to speak with you. So we've been talking with George Brontén, president andCEO of Membrain, and you're at Membrain.com. That is spelled as brain B-R-A-I-N.com. So Membrain.com is where to find out more and I would encourage people to get in touch with you and your team to find out more if Membrain is right for you. George, thank you so much, appreciate your time.

George Brontén: (music) Thank you for inviting me.

Michael Reynolds: Pleasure speaking with you and thank you everybody for joining us. We'll see you next time.

Speaker 1: Thank you for joining us for this episode of the Digital Exec. If you would like to be a guest on our show learn more at SpinWeb.TV. See you next time. (music)

 

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Topics: sales, interview, digital exec

5 Free photo resources for your website

Posted by Stephanie Fisher

Jul 10, 2014 7:25:32 PM

5_Free_Photo_ResourcesThe quality of the images you choose can make or break a corporate website design. Though sometimes overlooked or undervalued, one of the most critical components of a website is the photography.

The right photos make a huge difference in the overall impression and effectiveness of your website. We’ve seen many otherwise decent websites that are ruined by poor photo choices or low-quality photos.

The best case scenario is to have custom professional photos taken for your website. Budgets don't always allow for this, we know. That's why it's important to know where to get the best stock photos for cheap or better yet, for free.

A word of warning before you dive into choosing your website and online marketing photos: don't make the mistake of using unlicensed photos. Instead, browse these free photo resources for your website and inbound marketing content.

1. HubSpot's Free Business-Themed Stock Photos

HubSpot understands the need for good, free stock photos because they know how important images are for inbound marketing. They've put together a great offer of 160 free stock photos for you to use on your blog posts, social media channels, landing pages, emails, or wherever you need high-quality images!

free-business-stock-photos

2. FreeImages (formerly Stock.Xchange)

Be sure to click on the FREE images that show up in your search. This site offers up premium stock photos from iStock that show up in the search results like ads. 

placeit_(1)

 

3. HubSpot's Holiday Stock Photos

HubSpot also offers a stellar package of 250+ free stock photos for all your holiday marketing needs.

free-holiday-stock-photos-gift

4. Canva

This is a super easy tool for creating beautiful graphics for your blog, social media sharing, presentations, and more. Canva offers lots of free templates that you can edit and add your own images to, and for just $1 per element, you can use premium features and stock images. Here's an image I made really quickly for a sample below. This would be great to share on social media to attract traffic back to your blog:

Blog

5. Getty Images (embed sharing)

I would only recommend this option to nonprofit organizations. The thing is, there's a lot of gray area when it comes to copywrite and Getty. They recently opened up some of their images to share (only by embedding, if you download the image you have to pay for it). Here's a good blog post about the new sharing feature with some warnings and advice for proceeding with caution.

getty_images_embed

Do you use any of these free stock photo sites, or others that we didn't mention? Have you had good or bad experiences with them?

 

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Topics: content, social media, inbound marketing

How to shoot decent smartphone videos

Posted by Meryl Ayres

Jul 8, 2014 1:30:00 PM

This is a guest post by Meryl Ayres, a writer at Wistia. She enjoys taking naps with her dog, making videos, practicing improv comedy, and cooking. More importantly, she can perform both a loon call and a goat yell.

It’s a common misconception that you need to spend thousands of dollars on a fancy camera before you can make a great looking video. In fact, I’m willing to bet a nickel that you have a very capable, easy to use, HD camera in your pocket at this very moment. The real key is figuring out how to get the most out of this camera that you already own.

smart-phone

In this video, we share some of our favorite tips and tricks for creating higher quality videos with a smartphone:

Comparing a smartphone’s camera to a fancy DSLR camera is like comparing apples to oranges, so I’m going to sidestep that for now, but rest assured, your smartphone is all you need. The camera on my iPhone 5s, for instance, contains a large aperture (f/2.2) and a state-of-the-art sensor. Both of these features allow for improved light sensitivity, which leads to brighter, more vivid images. Other smartphones boast equally exciting camera technologies that have the world snapping and shooting away.

On the path to becoming a smartphone Spielberg, you will undoubtedly encounter some roadblocks. Everyone does. Perhaps the audio in your video sounds drowned out or distanced. Maybe the lighting is harsh and unflattering. Issues with these two factors often trip people up, and lucky for you, they can almost always be averted!

With some simple tricks up your sleeve, you can begin to create videos suitable for the big screen in no time! Where there’s a smartphone and a will, there’s a way.

So go ahead, give it a try. And we’d love to see what you produce!

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Topics: video

Top 5 terms that inbound marketers hate

Posted by Michael Reynolds

Jul 3, 2014 1:30:00 PM

Ok, I'll admit it. Marketing is a fun profession. In the marketing world we get to use both sides of our brains: one side for analytics and data and the other side for creativity and strategy.

Marketing is also a frequently misunderstood profession. Some people see it as so easy to do that they hand it off to their administrative assistant, IT person, intern, or anyone else in the company with "extra time" on their hands.

In reality, marketing is a highly skilled profession that requires intelligence, creativity, people skills, persistence, and a willingness to try new things all the time.

As marketers, we have all sorts of terms and ways of talking that are specific to our jobs. Terms like "organic search," "CTA," "heat map," "embed code" and "lead scoring" are frequently used as we create amazing inbound marketing campaigns.

angry-woman

On the flip side, however, there are some terms that are just about as nerve-wracking as fingernails on a blackboard to an inbound marketer. We'll never tell you (until now) but we have good reasons for hating these terms.

So here they are, along with explanations and suggested substitutes.

Eblast.

Yikes! So violent. This one really ruffles our feathers because it implies that you are shoving a bunch of spammy emails down your unsuspecting audiences throats. Blast away!

In reality, we want email to be strategic, targeted, personalized, and properly segmented. Additionally, we want the content to be simple, direct, to the point, and useful. With this in mind, the word "blast" seems a bit too intense.

Suggested alternative: Email campaign.

Enews.

Ahh.... good old enews. We see this almost every single day. What subject line could be more compelling than "March eNews!" ... right?

The enews label describes a generic email newsletter filled with promotions and packed with so much noise that no one really wants to read any of it. Stop the madness!

Instead, send targeted emails that have a specific purpose and a specific value proposition.

Suggestion alternative: Email campaign (again).

cat-enews

Social media strategy.

Social media is new(-ish) and shiny! We need to get on board! Let's create a social media strategy!

Or, lets calm down a bit and take a more holistic look at our marketing strategy. The reason inbound marketers cringe at this word is because it's the online equivalent of building a house with a "hammer strategy."

Social media is a platform and a way to communicate. It is one segment in a suite of tools that can be put together to create a business strategy and a marketing strategy. Inbound marketing is about creating a process that includes not just social media, but a more well-rounded toolbox that was put together based on business objectives.

Suggested alternative: Marketing strategy.

Viral.

"Can you make this video go viral???" This instruction makes marketing pros break out in hives. First off, it's very difficult to simply make a video (or anything else) go viral. Either it happens or it doesn't. Can you create something so funny, entertaining, or mind-blowing that it has a better chance of getting shared a gazillion times thus resulting in your company getting featured on all the prominent talk shows and bringing you tons of business? Maybe. But what are the chances?

It's more important to focus on delivering value to your specific audience, and then creating a clear path to action. If you solve problems for your audience and consistently earn their trust through inbound marketing, you won't need to obsess over going viral.

Suggested alternative: Valuable.

Marketing person

Other variations include "marketing girl" (which conjures up images of the Mad Men era) or "marketing guy." This is vague. What does a "marketing person" do? Hang out and make fliers?

If you have a team member in charge of marketing, give him/her a real title. Some examples:

  • Marketing Director
  • Marketing Manager
  • Marketing Coordinator

These titles give specificity to the job and provide direction to what this person should be doing. Of course it's very difficult for one person to handle all aspects of your marketing which is why we recommend partnering with an agency but that's another discussion.

Suggested alternative: Marketing Director, Marketing Manager, Marketing Coordinator

Conclusion

While these terms are used all the time, we'd like to see a shift toward more accurate language and more realistic labels.

What marketing terms drive you crazy? Let us know in the comments!

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Topics: inbound marketing

Why your choice of website CMS really doesn't matter

Posted by Michael Reynolds

Jul 1, 2014 1:30:00 PM

A website that is designed to be a marketing/communications tool needs to be built on a Content Management System (CMS). A CMS allows team members to quickly and easily manage website content without the need for technical knowledge.

There are about a gazillion CMS options out there. Some of the more popular ones include Joomla, Wordpress, Ektron, Sitecore, Drupal, Accrisoft Freedom, HubSpot.

man-compass

While it's easy to get stuck in the weeds and spend all your time focusing on choosing the right CMS, it really doesn't matter what you use.

I see organizations bring in their IT people and hire consultants and jump through all sorts of hoops to try to make sure they pick the right CMS for their organization. They obsess over Wordpress because they want "control" or they think they just have to have feature XYZ.

None of this matters. Pretty much any modern CMS is going to give you what you need. Some people think that Wordpress is a must-have because they think it gives them "independence" and "control" until it gets hacked because it wasn't properly maintained. Others think they need an expensive CMS like Sitecore and then get stuck because all those features that sounded good at first are now a pain to learn and use.

With the right plan and the right resources, any CMS will work well for you and meet your objectives. Getting hung up on the platform distracts your attention from what's really important and is not the best way to choose an agency.

So what matters?

Business Objectives

Smart organizations are able to step back and take a look at high level business objectives. Rather than obsess over tactical features and CMS platforms, they identify goals that move their organizations forward. Examples:

  • "We want to implement an Inbound Marketing program to expand our sales pipeline"
  • "We want to improve our brand image online"
  • "We want to create a platform that serves our audience better and aligns with marketing goals"
  • "We want to grow revenue by 10% this year"

Notice how none of these goals mentions a CMS, a feature, or a particular widget? That's because every CMS listed earlier in this post will work just fine for meeting these objectives. Make sure you are focused on your goals rather than getting hung up on a CMS.

The Right Partners

I've seen organizations choose a marketing agency based solely on the CMS they use. In full transparency, we've lost plenty of opportunities because our prospect just had to have Wordpress. This is a prime example of the trees obscuring your view of the forest.

When choosing an agency to handle your website, the CMS should not even be on the checklist. You want to choose your agency based on design capabilities, committment to proven process, experience, track record, and business acumen.

In short, you want to choose an agency that you trust. Who cares what CMS they use? Choosing Joomla over Drupal is not going to be the factor that decides how well your website works as a marketing tool.

The Right Process

Process matters. Whatever agency you work with needs to follow a proven process. Otherwise they are just shooting in the dark each time. A repeatable, measureable process ensures that your website is built to align with your business goals. It also ensures that all the right elements get attention so problems don't surface later.

Conclusion

While we know that it's sometimes difficult to avoid obsessing over your CMS, it's not what you should be using as a decision-maker or a priority in your process. Make sure your agency is using a CMS that is well-known, stable, and secure, and then move on to other priorities that really make a difference.

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Topics: website, inbound marketing, cms

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