The Right B2B Content Marketing StrategyNovember 2015
When it comes to content marketing, it’s hard to know if you should be focusing on brand awareness or sales. Written content or video? What works best?
A recent survey of 217 B2B manufacturing marketers in North America found that brand awareness was the number one goal in their content marketing, and sales was the second place goal.
The survey also found that video was the most used tool for content marketing and YouTube was seen as the most effective social media platform.
Surprisingly though, LinkedIn was used more often than YouTube, and video was used more than in-person events even though events were seen as more effective.
The moral of the story here is to know what works for your company – study your competition and monitor your own marketing – and then form a strategy to to embrace it.
What’s the most effective marketing for B2B?November 2015
With all of todays digital marketing tools – email, social media, online ads – you’d think they’d be taking over the reins for generating revenue. But maybe surprisingly, it’s the non-digital marketing methods that grab the majority of revenue.
According to a recent report by B2B Marketing and The Telemarketing Company, a survey of 150 marketers found the 76 percent of revenue was generated by face-to-face meetings or telephone, while only 18 percent came via digital sources.
That doesn’t mean that digital marketing doesn’t play a big role though. Online marketing can be the first point of contact for potential clients, where a relationship begins, and is then followed by more personal marketing that closes the deal.
We believe digital marketing, like websites, are vital for reaching potential clients and convincing them to use their limited time to take the next step, whether that’s a phone call or a meeting.
B2B: 5 Ways to Make Inbound Marketing Worth Your TimeNovember 2015
When we say “inbound marketing”, we’re talking about creating content that brings people to you – the ‘if you build it they will come’ approach.
But creating great, original content is a lot more time consuming than posting some online ads and calling it a day.
So how do you make inbound marketing efficient enough to be worth your time?
1. Quality over quantity
Don’t waste time posting tonnes of content at the expense of quality, because low quality content doesn’t lead to sales.
Make sure your content is worth reading, worth sharing, better than the rest, and only post as often as you can keep the quality high.
2. Track your ROI
Pay attention to how much time you put into creating and promoting content (your investment), and compare it to your traffic, shares and especially leads and sales (your return).
Keep tweaking your content and time until you have an ROI you’re happy with.
3. Don’t re-invent the wheel
Get inspiration from other content to post a quick summary, share your take on the issue, and highlight the best of what’s out there.
You don’t always have invent a new idea to be original, just make the content personalized to your brand, or easier to digest, or put it in the context of your industry, and your readers will appreciate it.
Read this for some great advice: How to (ethically) steal other people’s content.
4. Source content and ideas you already read
You don’t have to spend hours online looking for content to curate or inspire your content, simply use the resources you already read.
Newspaper articles, magazines, books, podcasts or any other medium you follow is a great starting point for your inbound marketing content, which your readers may not have read before.
5. Consider hiring out
If content creation isn’t your forte, hiring out the task to a reliable source could be the most efficient solution. You can hire a freelancer or a website marketing company, but they need to have a really good understanding of your business – your goals, your audience and your brand’s voice.
At Honeycomb Creative, we have a deep understanding of our clients, so we’re able to create excellent content for their inbound marketing strategies.
6. Promote on auto
Put your content out into cyberspace so people find it, and come to you to read it.
1. Create a promotional image or at least an interesting photo to go with each content piece.
2. Use social media scheduling tools to share your content again and again over time, not just the first time you publish it.
3. Include relevant hashtags and keywords, and tag other companies or profiles mentioned or targeted.
Thinking about trying sponsored social media posts? 5 Tips to do it rightNovember 2015
1. Narrow your message
Don’t try to reach the most people with a broad message, create a very specific message that will speak to the right people.
2. Target the right people for your message
Create an audience profile that would find your message relevant, and use it to narrow your social media ad’s reach to the right people.
3. Emphasize the benefit
The focus of the post should be how it will help your reader; make it about them not about your company.
4. Keep it short
A long post won’t be read, so keep it short and snappy so the viewer will actually read it, and then want to click to find out more.
5. Start at the beginning of the sales funnel
Don’t go straight for the sale just because it’s an ad, use it to put your company on your target audience’s radar, and start a relationship that will lead to a sale down the road.
Do you know what kind of content performs best on social media?October 2015
Shareable content is what makes it perform on social media. You can publish content for your audience to view, but if they don’t share it, it won’t reach any further. Focus on content that gets shared.
According to this article New Data: What Types of Content Perform Best on Social Media, great content in these formats get the most shares:
2. Why-posts – posts that make a strong argument that support a specific conclusion
4. How-to posts – steps for solving a problem or achieving something
5. What-posts – information on a specific topic
Try a few of these formats for your next content piece and see which style your audience responds to the most on social media.
How to get the best performance out of your company’s social media postsOctober 2015
There are two major factors when it comes to how well received your social media posts will be:
Timing is everything, from the time of day to the season, and it will play a big role in how many views, clicks and shares your social media posts receive.
Relevancy isn’t how relevant the content is to your company, it’s about how relevant the content is to your audience.
But how do you find the perfect combination of timing and relevancy?
1. Know your audience. Know their interests, their online activity timing, and their seasonal or monthly concerns.
2. Analyze how your audience has reacted to your social media in the past. Spy on other similar social media accounts and blogs to see what your target audience is doing there.
3. Write down the patterns and start building your social media strategy. Then keep analyzing and refining for the best performance.
Is Anti-Spam Law Bad for Business?October 2015
Has the new anti-spam law affected your email marketing? With the latest legislation (CRTC’s bill C-28) in full force this July, companies need express consent from recipients of their email marketing.
While this law is helping to reduce spam in everyone’s inbox, it’s also handcuffing companies from sending non-spam emails simply because their recipients don’t take the time, or understand the need, to provide their express consent.
According to this article, Anti-Spam Law Killing Our Marketing Strategies, Businesses Complain, many companies say the bill spoiled their marketing strategies and restricts their ability to compete with U.S. Businesses.
Going forward, the best approach is to get express consent from new emails from the get go, with proof of that consent, and to focus on rebuilding your marketing email list with consenting emails.
Google Simplified Its Privacy SettingsOctober 2015
Google updated its privacy settings in an effort make them simpler for users to read and change – Google Introduces Simpler Privacy Settings. Google has more than a billion users of its digital services, so how they handle the personal information of those users is a pretty big deal.
All of the key privacy controls are now located under “My Account” instead of being strewn across different areas of Google’s website.
Google is trying to provide more context for the privacy settings – they’ve created a “check-up” feature for users to understand what information is being gathered across Google’s various services.
People can adjust their privacy controls to limit the types of ads they see from Google’s ad network. And they can stop Google from tracking their activities on their personal computers, phones and tablets. The downside to this is, according to Google, search results could be slower and less relevant.
Does any of this change the way you feel about Google and your online privacy?
How much is your time worth to Facebook? A Penny An HourJune 2015
You don’t have to pay to use Facebook, but in a way you do pay for it with your privacy, or rather, lack of privacy. And what is your personal information and time worth to Facebook? A whopping one cent per hour spent on Facebook.
According to this NY Times article, Mark Zuckerberg, Let Me Pay For Facebook, Facebook earns an average of 20 cents per user per month, and the average user is on Facebook for 20 hours per month.
This pathetic value of your privacy to Facebook raises the question, would you rather pay outright to use Facebook in order to preserve your privacy?
It seems many would. The payoff would be no more ads, an unfiltered News Feed, and personal information that is only shared with whom you choose, not the highest bidder.
An interesting point in the anti-advertising debate is that advertising costs (for Facebook ads) are rolled into the advertised products and services costs, therefore making them more expensive. Thus you don’t pay for Facebook directly, but you do pay for it in the end.
What is your privacy worth to you? If you had the choice, would you pay $0.20 a month to be a private Facebook customer?
Client visiting today!March 2015
Benchmark painting is coming over, time to get the coffee on
Fraser Valley Truck Parts Ltd.February 2015
Created a new website, along with other marketing material, to promote FVTP’s used and refurbished heavy-duty truck parts and its new aluminum rim polishing service.
Update Our Telephone Number To
Due to poor sound quality, we are retiring our VOIP telephone numbers (604-904-6622, 604-495-2100). Please update our telephone number to our mainline number at 604-466-0558 and for clients outside of Metro Vancouver, our toll-free number is 1-877-904-6622.
Safety Reading / Documentation IntranetJanuary 2015
This intranet handles all of Canadian Air-Crane’s safety documentation and auditing of updates and tracking of required staff reading.
We’ve done a few intranets/extranets and every one is different. If you need a better way of managing employees or suppliers – don’t be afraid to consider a custom solution.
Responsive DesignJanuary 2015
We completed a responsive design website for bchealthyliving.ca.
Responsive web design programming is website design that adjusts to fit on desktop, tablet and smartphone browsers.
Responsive websites are designed with additional templates for vertical layouts (smartphones and tablets) and content is ‘adjusted’ and/or ‘hidden’ to fit smaller screen sizes. If you’re thinking of updating your website, responsive design programming is definitely something that you need to consider.
Web + Print Projects Volume 11 ReleasedJanuary 2015
Web + Print Projects Volume 11 features our latest design and development work for Pro-Con Electrical Testing, Raven Hyronic Supply, Dendoff Springs, and BC Healthy Living Alliance. Download our latest web and print brochure or watch for it coming in the mail soon.
Someone is trying to hack into your website – right now!January 2015
It’s really a matter of ‘when’ not ‘if’ your website will get hacked. Every website is under attack, every day.
If your website is running WordPress and you have not authorized us to install Wordfence on your website, I ask you to reconsider. We already do a lot to keep hackers out but another tool would be useful.
The $60.00/year fee includes installation, setup and continual updates. Don’t regret not installing Wordfence, email Allen now.
Marsala – Colour of the the Year 2015January 2015
They say it is “a naturally robust and earthy wine red” but it kind of looks washed out. Check it out at Pantone.
Are you getting a lot of spam?January 2015
The spam filtering that is included with our hosting is good, but not a match for the quantity and complexity of spam being sent every day. For us, cleaning up email was taking too much time and we needed to find a better approach.
We have personally been using/testing a much more robust spam filter service for over a year, and have managed to cut down on our spam very dramatically.
Here are our results for the last quarter of 2014.
Total emails sent to us: 25,299
What typically gets marked as a ‘False Positive’ or spam is subscriptions to Old Navy, Amazon, etc – actual retail subscriptions – but very rarely does legitimate email get marked as spam.
We also have the ability to ‘white list’ domains that you do a lot of business with to ensure that all their emails get through.
Let me know if you’re interested in adding this extra layer of spam filtering to your email.il.
Free Coffee for Quick PaymentJanuary 2015
Pay your invoices (online or mail a cheque) within 48 hours of receiving your invoice and get a Starbucks gift card. If you don’t like Starbucks, we do offer substitutions to Tim Horton’s.