Guaripete Solutions | Internet Marketing Agency https://www.rodulfox.com Webmaster SEO Charlotte, Website Optimization Help Huntersville, Website Builder, Social Media for small Businesses Davidson, Email Marketing NC Mon, 19 Aug 2019 13:40:49 +0000 en-US hourly 1 https://wordpress.org/?v=5.2.2 https://i1.wp.com/www.rodulfox.com/wp-content/uploads/2017/04/cropped-Rodulfox-Favicon.png?fit=32%2C32&ssl=1 Guaripete Solutions | Internet Marketing Agency https://www.rodulfox.com 32 32 119358607 TopRank Marketing’s Ashley Zeckman Shares How to Build Consumer Trust with Influencers #DSMPLS https://www.rodulfox.com/toprank-marketings-ashley-zeckman-shares-how-to-build-consumer-trust-with-influencers-dsmpls/ Mon, 19 Aug 2019 13:40:49 +0000 https://www.rodulfox.com/toprank-marketings-ashley-zeckman-shares-how-to-build-consumer-trust-with-influencers-dsmpls/ In a world of consumer distrust, especially when it comes to marketing messages, it can sometimes feel like you’re living in the “Upside Down.” Everything that you thought was true about marketing and how you engage with customers and buyers is now different. In fact, sometimes nothing seems to make sense anymore. In fact, Edelman […]

The post TopRank Marketing’s Ashley Zeckman Shares How to Build Consumer Trust with Influencers #DSMPLS appeared first on Guaripete Solutions | Internet Marketing Agency.

]]>
Ashley Zeckman Speaking at Digital Summit

In a world of consumer distrust, especially when it comes to marketing messages, it can sometimes feel like you’re living in the “Upside Down.” Everything that you thought was true about marketing and how you engage with customers and buyers is now different. In fact, sometimes nothing seems to make sense anymore.

In fact, Edelman found that less than 50% of U.S. consumers trust brands. In her Stranger Things-themed presentation at Digital Summit Minneapolis, TopRank Marketing’s Ashley Zeckman addressed the current state of marketing affairs and offered insight into ways that brands can improve trust and connect with their buying audience.

What’s her advice on changing the narrative and winning back the hearts and minds of customers? Partner with influencers to create credible content that can change the day and save the world. Stranger Things have happened, right?

Enter the Age of Influencer Marketing

Even though trust in brands is falling, there’s still hope. Demand Gen Report discovered that 68% of buyers prefer credible content from industry influencers. And yet, only 24% of marketers are partnering with others to expand their reach (MarketingProfs & CMI). This means that NOW is the time to find your influencer partners to better reach your audience. How? Here are some key considerations.

Defining Topical Focus

In every industry, there will be recognizable experts who are sought after by many. But there are two questions that you should ask yourself before digging into who you want to partner with:

  • What topics are most important to my buying audience?
  • Which of these topics align best with the expertise of my organization?

Ultimately, you’ll want to partner with influencers whose expertise and published content aligns with your answers to the questions above. 

Identifying the Best Influencer Fit

But what types of influencers does it make the most sense to collaborate with to achieve your goals? Below are examples of five main influencer archetypes. As Ashley explained, each influencer category represents a different benefit or need to map to your content objectives:

  • Brandividual: A recognizable individual with a large reach
  • Up-and-comer: An individual gaining momentum as a recognized industry expert and someone who is very motivated to collaborate
  • Niche Expert: A knowledgeable expert on the topic with good relevant content for the audience
  • Internal Expert: An internal thought leader within your brand or company
  • Customer: Someone who fits the ideal customer profile and can help both themselves and brands in the content

Influencer Alignment

The next step is to determine what qualities you are looking for most in influencer partners. Every brand will have slightly different influencer qualities that matter most, based on what they’re looking to achieve. Some of the common qualities that we find our customers look for most include:

  • Real-life experience
  • Reputable
  • Knowledgeable
  • Network size
  • Good on camera
  • Practical advice

Matching the Objective

The objective of your campaign drives the types of influencers you will most want to engage. For example, if your campaign is looking to attract new prospects, brandividuals and internal experts often fit the bill.

For engagement-based objectives, a mix of types of influencers will be your best option to bring in the audience, but then dive deeper into the content than an attraction campaign.

A conversion campaign or program demands more expertise, so the niche expert and the customer will be able to speak to the audience and engage them to consider action.

The Influencer Experience

Being thoughtful about how you want to interact and nurture influencers is key, Ashley said. She reminded the audience that a series of ongoing touchpoints designed to offer value to the influencer. An  ongoing approach to influencer nurturing will build a solid foundation over time that provides both the brand and the influencer with a meaningful reward.

Examples of Influencer Marketing in Action

But what does successful influencer marketing look like in real life? Below are a couple of examples Ashley shared in her presentation featuring a couple of the programs our team has developed for clients.

Co-Creating Content Based on Customer Demand

For our client Prophix, the TopRank Marketing team conducted extensive keyword research to identify the biggest need in the marketplace. What this research showed was that finance executives are searching for ways to looking for ways to up the value of their presentations create more compelling experiences using real-time data.

This campaign included a tactical mix of long-form blog content, an SEO-driven anchor landing page, social media promotion and influencer activation.

Explore the experience here:

High-Level Program Results

  • 54% above industry video views benchmark
  • 150% above conversion benchmark
  • 261,000 reach from influencers

Connecting with a Niche Audience

Alcatel-Lucent Enterprise (ALE) not only wanted to build brand awareness within the IT network and IT communications space, but also nurture relationships with new and potential prospects. This led to the development of the IT Vanguard Awards, aimed at highlighting the amazing work that IT leaders were doing to improve business outcomes and the customer experience.

This was designed as a two-phase campaign. Phase 1 began with architecting the awards program and launching the nominations window. This phase featured an expert judges panel, who helped to promote the awards. Additionally, there was a paid social effort and internal ALE champions promoted the awards and nominated IT professionals. 

For Phase 2, after judges review, 11 honorees were announced within an interactive experience, highlighting their contributions, lessons learned, and advice to other IT pros. The experience was supported with additional blog content, and was coupled with an off-line experience in which honorees were hand-delivered awards certificates.

ALE IT Vanguard Award Results:

  • 446% above pageview benchmark
  • 15 conversions to learn more
  • $3 million in estimated pipeline

So, What Would Eleven Do?

When you are faced with content hurdles, how can you turn them upside down to become influencer opportunities? Consider the impact you could have on your content and overall brand campaigns.

Influencer marketing can elevate your campaigns to a completely new level. You might think the cost would be too much, but consider the cost of not utilizing influencers? That’s a true Upside Down world.

For more marketing tricks and tips, stay tuned here for updates from Digital Summit Minneapolis (#DSMPLS). 

Powered by WPeMatico

The post TopRank Marketing’s Ashley Zeckman Shares How to Build Consumer Trust with Influencers #DSMPLS appeared first on Guaripete Solutions | Internet Marketing Agency.

]]>
9660
Pantheon’s Roland Smart Details the Secret to Agile Marketing Transformation #DSMPLS https://www.rodulfox.com/pantheons-roland-smart-details-the-secret-to-agile-marketing-transformation-dsmpls/ Sun, 18 Aug 2019 13:40:53 +0000 https://www.rodulfox.com/pantheons-roland-smart-details-the-secret-to-agile-marketing-transformation-dsmpls/ Run a Google search for “agile marketing” today and you’ll see 144 million results. It’s an insanely hot topic, which has steadily grown more applicable and desired from it’s “Scrum” beginnings. Why are marketers today so obsessed with agility? Roland Smart, podcaster, author of “The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage” and […]

The post Pantheon’s Roland Smart Details the Secret to Agile Marketing Transformation #DSMPLS appeared first on Guaripete Solutions | Internet Marketing Agency.

]]>
Roland Smart at Digital Summit Minneapolis

Run a Google search for “agile marketing” today and you’ll see 144 million results. It’s an insanely hot topic, which has steadily grown more applicable and desired from it’s “Scrum” beginnings.

Why are marketers today so obsessed with agility? Roland Smart, podcaster, author of “The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage” and Vice President of Marketing for Pantheon*, shared his insight on the subject at Digital Summit Minneapolis this week.

For starters, the average marketer’s tenure is just 18 months. After all, we need to get results—and we need them fast. Second, while our strategies and tactics have been artfully crafted with insight and data, once we put everything into the wild, we need to be able to act fast to monitor, measure, and optimize performance—while also navigating budget and “waterfall” resourcing limitations and challenges. And finally, today’s marketers are often managing a growing tech stack, making an agile approach a match made in heaven.

Read on to learn more about agile marketing and Roland’s secrets to making agile marketing a reality in your organization.

What is Agile Marketing?

There are several different things that marketers think of when it comes to agile marketing. (Scrum and Kanban are two of the concepts that are likely top of mind.) But a simple definition is: Agile marketing is a methodology that enables marketers to meet the rising tide of challenges of customer experience in the digital era.

At the most basic level, an agile marketing approach means tackling your highest priority task, assessing success, optimizing until solved, and then moving to your second priority task. As it relates to general agile practices: “Scrum and Kanban are simply a collection of underlying practices that your team is going to do day-in and day-out as a part of your agile practice,” Roland explained.

While each team will have its own subtle variations of their agile practices, a solid framework for marketers trying to get started is: 

  • Maintain a Backlog
  • Iterate
  • Scrum
  • Demonstrate
  • Retrospective

Examples of Agile Marketing Practices

How Can Marketers Benefit From Agile?

According to Roland: “Agile is the shortest path to driving results.”

#Agile is the shortest path to driving #marketing results. @rsmartly #DSMPLS Click To Tweet

In a traditional waterfall methodology, the output is exactly what is planned. But by using an agile methodology, thanks to frequent feedback loop with stakeholders and customers plus subsequent direction refinement, the output is what is needed to drive results.

Agile Marketing is the Shortest Path to Success

The Secret to Agile Marketing Transformation

Test Before Advocating for a Transformation

Of course, completely transforming your marketing operations is a major undertaking. So, in the spirit of agile practices, marketers can dip a toe in the agile marketing waters, Roland said.

He suggested a simple exercise testing the “Growth Lever” for a “North Star Metric.”

First, identify a priority website metric like conversions; that’s your North Star Metric. In a waterfall method, you might dive in and optimize several of your form fields and your calls to action copy and design. But in this agile approach, you can select a single Growth Lever. This should be something on the website that you can change and measure that will ultimately impact your North Star Metric.

For example, you may simply change a single CTA copy. If you have the ability and traffic volume to set up the change as an A/B test, great. If not, you can reference your past performance as a benchmark.  

Roland explained, “This [data from the] Growth Lever won’t move ‘the hour’, but you’ll see the minute hand moving and can learn from that.”  

The bottom line? This can help you learn before you’ve invested a massive amount of time and resources.

Get Buy-In & Break Down Silos By Leveraging Your ‘Secret Weapon’

Getting buy-in and collaboration from stakeholders across the organization is key to the success of any initiative, and it’s no different for agile marketing. But while this is undoubtedly critical, it’s not always easy to achieve, especially when it comes to getting executives on-board.

But Roland has some advice on this front. He suggests activating your organization’s “secret weapon”: Your web team.

Why? “Your core digital experience is your website,” Roland said early in his presentation. 

“Everything leads to your website,” he added later. “The web team is set up to integrate with every department. They are in a unique position to exert their influence when it comes to the way the rest of the organization works.”

At the end of the day, it’s all about collaboration, which is where WebOps comes into play—something Roland’s company is well-versed in. WebOps is DevOps (a culture that promotes collaboration between development and operations teams) for web teams.

“DevOps gives web teams agile superpowers,” he said.

#DevOps gives web teams #agile superpowers. @rsmartly #DSMPLS Click To Tweet

From helping create structured agile workflows to site management, there are a lot of things web teams can do to automate and streamline so your marketing team can focus on higher-value things, Roland explained.

“WebOps is at its core, is about streamlining the process of how work gets done through agile tools and processes,” he said.

Is Agile Marketing For Your Organization?

After reading this, you’re probably pondering: Is agile marketing a good fit for my organization?

Certainly, making the switch to an agile model needs deep consideration. But from Roland’s perspective, agile marketing is no longer a good practice. It’s best practice.

For more marketing tricks and tips, stay tuned here for updates from Digital Summit Minneapolis (#DSMPLS). 

*Disclaimer: Pantheon is a TopRank Marketing client.

Powered by WPeMatico

The post Pantheon’s Roland Smart Details the Secret to Agile Marketing Transformation #DSMPLS appeared first on Guaripete Solutions | Internet Marketing Agency.

]]>
9588
Weekend Favs August 17 https://www.rodulfox.com/weekend-favs-august-17/ Sun, 18 Aug 2019 13:40:51 +0000 https://www.rodulfox.com/weekend-favs-august-17/ Subscribe to the Duct Tape Marketing Podcast If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive. Powered by WPeMatico

The post Weekend Favs August 17 appeared first on Guaripete Solutions | Internet Marketing Agency.

]]>
Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

Powered by WPeMatico

The post Weekend Favs August 17 appeared first on Guaripete Solutions | Internet Marketing Agency.

]]>
9586
Disney Plus podría volverse el hogar de una nueva serie de Star Wars con Ewan McGregor https://www.rodulfox.com/disney-plus-podria-volverse-el-hogar-de-una-nueva-serie-de-star-wars-con-ewan-mcgregor/ Sun, 18 Aug 2019 13:40:45 +0000 https://www.rodulfox.com/disney-plus-podria-volverse-el-hogar-de-una-nueva-serie-de-star-wars-con-ewan-mcgregor/ La gente de Disney seguramente ha estado ocupada pensando en los distintos programas para la próxima plataforma streaming de la compañía. Una de ellas tendrá lugar dentro del universo de Star Wars, y de acuerdo con Variety y Deadline, Ewan McGregor podría repetir su papel como Obi-Wan Kenobi. Según los informes, el gigante del entretenimiento […]

The post Disney Plus podría volverse el hogar de una nueva serie de Star Wars con Ewan McGregor appeared first on Guaripete Solutions | Internet Marketing Agency.

]]>
La gente de Disney seguramente ha estado ocupada pensando en los distintos programas para la próxima plataforma streaming de la compañía. Una de ellas tendrá lugar dentro del universo de Star Wars, y de acuerdo con Variety y Deadline, Ewan McGregor podría repetir su papel como Obi-Wan Kenobi.

Según los informes, el gigante del entretenimiento está en conversaciones con el actor, que interpretó la versión más joven del viejo Ben Kenobi de Alec Guinness en la trilogía original de Star Wars.

Desafortunadamente, los detalles son escasos en este momento: el programa aún no tiene un título y su historia sigue siendo un misterio. Variety dice que una película independiente de Obi-Wan había estado en conversaciones durante años, pero se suspendió después de la decepcionante actuación de Solo. Si bien Disney aún no ha confirmado el informe, el jefe de la compañía, Bob Iger, dijo que espera una tercera serie de Star Wars para Disney Plus hace unos meses. La compañía también está trabajando en The Mandalorian (escrito y producido por Jon Favreau) y una secuela de Rogue One también para la plataforma.

Disney Plus se prepara para ser lanzado en Estados Unidos a fines de este año y en 2020 en llegaría a Latinoamérica.

Vía – Engadget

Powered by WPeMatico

The post Disney Plus podría volverse el hogar de una nueva serie de Star Wars con Ewan McGregor appeared first on Guaripete Solutions | Internet Marketing Agency.

]]>
9584
Este gato persa gigante con luces láser en sus ojos ilumina un festival de música en Copenhague https://www.rodulfox.com/este-gato-persa-gigante-con-luces-laser-en-sus-ojos-ilumina-un-festival-de-musica-en-copenhague/ Sat, 17 Aug 2019 13:40:57 +0000 https://rodulfox.com/este-gato-persa-gigante-con-luces-laser-en-sus-ojos-ilumina-un-festival-de-musica-en-copenhague/ El Copenhagen Distortion es un festival que se celebra en Copenhague de forma anual desde 1998. Esta celebración, que dura una semana, empieza con decenas de fiestas diferentes en los barrios Nørrebro y Vesterbro y acaba con el Distortion Ø, el festival de música electrónica más grande de Escandinavia con más de 6 escenarios diferentes en el […]

The post Este gato persa gigante con luces láser en sus ojos ilumina un festival de música en Copenhague appeared first on Guaripete Solutions | Internet Marketing Agency.

]]>
El Copenhagen Distortion es un festival que se celebra en Copenhague de forma anual desde 1998. Esta celebración, que dura una semana, empieza con decenas de fiestas diferentes en los barrios Nørrebro y Vesterbro y acaba con el Distortion Ø, el festival de música electrónica más grande de Escandinavia con más de 6 escenarios diferentes en el área de Refshaleøen.

La artista noruega (aunque vive actualmente en Copenhague) Kaja Haven ha sido la encargada de realizar este año una de las esculturas más llamativas del Distortion Ø: un gato persa gigante que tiene luces láser en sus ojos. Bautizado como “Lazer Cat”, el enorme minino mide 9 metros de ancho y 4 de alto y ha sido fabricado con una estructura metálica cubierta por 9.000 bolsas de plástico. Para iluminar la pista de baile, cuenta con dos máquinas de luz láser en sus ojos que se pueden controlar a través de wifi.

El resultado es realmente genial y tiene que ser una pasada haberlo visto en vivo y en directo. Por cierto, si te ha gustado este proyecto te invito a que visites su web, donde tiene otros trabajos igual de chulos. Como el árbol del jardín de su abuela que transformó en un dinosaurio.




Powered by WPeMatico

The post Este gato persa gigante con luces láser en sus ojos ilumina un festival de música en Copenhague appeared first on Guaripete Solutions | Internet Marketing Agency.

]]>
9529