Inbound Marketing vs. Outbound Marketing

November 4, 2011

Thanks to the Internet, marketing has evolved over the years. Consumers no longer rely on billboards and TV spots — a.k.a. outbound marketing — to learn about new products, because the web has empowered them. It’s given them alternative methods for finding, buying and researching brands and products. The new marketing communication — inbound marketing — has become a two-way dialogue, much of which is facilitated by social media.

Another reason why inbound marketing is winning is because it costs less than traditional marketing. Why try to buy your way in when consumers aren’t even paying attention? Here are some stats from the infographic ….

  • 44% of direct mail is never opened. That’s a waste of time, postage and paper.
  • 86% of people skip through television commercials.
  • 84% of 25 to 34 year olds have clicked out of a website because of an “irrelevant or intrusive ad.”
  • The cost per lead in outbound marketing is more than for inbound marketing.
  • Inbound marketing focuses on earning, not buying, a person’s attention, which is done through social media and engaging content, such as blogs, podcasts and white papers. This content is interesting, informative and adds value, creating a positive connection in the eyes of the consumer, thus making him more likely to engage your brand and buy the product. So it costs less and has better a ROI.

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How to Time Your Facebook Posts to Reach the Most Fans

November 3, 2011

I get asked all the time, “How frequently should I post on my Facebook page? When is the best time to post?”

Answer: Post whenever the most recent status update for your page stops showing up in your fans’ News Feeds.

If you post often, you will see an immediate spike in News Feed impressions, but it’s generally not worth the cost in lost fans. When your fans see two status updates from you in their News Feeds, they’ll likely get annoyed, and will consequently unsubscribe or un-fan. There are few exceptions to this rule.

If you post too infrequently, you’re missing out on opportunities to reach your fans. Over the course of a year, a page with 10,000 fans that posts only half as often as they could misses more than 1 million chances to get their content in front of a hyper-targeted Facebook audience. The larger your fan page, the more often you should be posting — without annoying your fans.

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Top 5 Tools to Better Time Your Tweets

November 2, 2011

When exactly are your best times to tweet? With over 200 million tweets posted each day, this is a very important question to tackle. When you better time your tweets, you’re better able to reach your followers. Furthermore, knowing when they’re actually online is incredibly important.

Let’s examine different tools that help determine Twitter metrics. Each tool takes a look at your own personal following to calculate best tweeting times. Below you’ll find the top five tools and how they can optimize your tweeting schedule.

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5 Marketing Tactics That Don’t Matter

November 1, 2011

We are in the midst of a epidemic that is claiming the precious time of way too many marketers. New, shiny, and seemingly fun marketing tactics that don’t drive business value are killing the productivity of marketers around the world. It’s time that, as marketers, we stop spending time on tactics simply because they seem cool.

Of course, different tactics work for different businesses. However, there are some marketing tactics that simply aren’t worth the time, hassle, or cost. Here are several examples.

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Who Owns Your Identity on the Social Web?

October 31, 2011

When I go to a bar, the bouncer usually stops me and asks for an ID. I show him my state-issued driver’s license and walk on by. This may be unusual, as I’m 36 (thanks, mom, for the good genes), but we’re all pretty accustomed to presenting our official identification when needed. We need IDs to vote in an election, and when we get pulled over for speeding. If identification is so commonplace in the physical world, why is it still such a hazy area on the Internet?
In the old days of web publishing, almost every site required its users to register in order to access certain functionalities, like commenting. However, each login was only useful to its corresponding website. Users had to remember a myriad of usernames and passwords just to read up on the morning news.

With the rise of social networks and search platforms, a few large B2C companies evolved into large-scale consumer identity providers (a.k.a. IdPs) — Facebook, Twitter and Google, among others. These companies began to fill the identity-management gap by giving users a few different IDs that worked across media websites. For instance, you can register at Mashable using your Facebook or Twitter ID, and a few others (like Google) will be activated soon.

As many of you know, when you register on a media site with your Facebook or Twitter identity, you’re usually asked to give access to your profile data (like name and email address), and allow that site to publish to your feeds (like your News Feed on Facebook, or your Timeline on Twitter). Presumably, media sites, not unlike Mashable, do this with the best of intentions. But they’re only going to publish content to your feed that you’ve expressed interest in, and then follow up with you via email, right? Maybe.

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B2B Technology Purchasers Influenced by More Digital Collateral

October 28, 2011

B2B marketing is usually viewed as being behind the curve with regard to the online space. It has a reputation of being more traditional in its approach to how prospects and customers are reached and then developed. While this image of B2B marketers being less progressive than their B2C counterparts is warranted to a degree it appears as if that perception may be changing.

A recent study by Eccolo Media (which is a content marketing company so our research source antennae should be up class) shows that B2B technology buyers are expanding their marketing intake palette a bit. In other words, it’s not all white papers any more.

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Internet users over the age of 55 are driving social network growth

October 27, 2011

State of Social Media: The Social Media Report 2011

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