Mark Hunter is one of those guys you never forget once you’ve heard him speak. That’s because he’s got such penetrating insight and such unreserved passion behind his opinions. This episode commemorates the release of Mark’s newest book, “High Ticket Prospecting.” Anthony asks Mark a lot of questions about the content of the book including why he felt the book was needed in the first place. In characteristic style Mark’s going to give it to you straight on this one, so be sure you take the time to listen. If you’re not seen as a leader you won’t be seen as a good salesperson ~ Mark HunterClick To Tweet Find your ideal client by starting with the outcomes you can provide. One of the most important things Mark Hunter teaches is that in order to find the ideal prospect you have to first know who your ideal client is. But you won’t be able to identify them unless you start with the outcomes that you uniquely provide. On this episode, Mark Hunter chats with Anthony about how that process works and gives you some steps to follow to build that ideal client profile and get your prospecting in high gear as a result. You’ve got to communicate with people using the method they appreciate most. Prospecting is about communication and Mark Hunter is no stranger to picking up the phone to make that connection. But he’s also aware that not everyone gravitates toward or appreciates the telephone. So as a salesperson you’ve got to pivot in the way you make contact with people, learning how to connect with them using the means they prefer, whether that’s email, phone, or something altogether different. Why should the prospect engage if you’re a babbling idiot on voicemail? ~ Mark HunterClick To Tweet Why have salespeople shifted to email over the telephone? Mark Hunter believes that most sales professionals have shifted to email because it makes the sting of rejection easier to handle. It’s also a way that they are able to show their managers that they are making contacts consistently - but just how effective ARE those contacts anyway? On this episode, Mark chats with Anthony about the right and wrong way to do email prospecting. He even gives you a brief example of what his prospecting emails are like and how he uses them. The greatest lesson Mark Hunter has learned in life is to get back up. The sales arena is not a place for the faint of heart or timid. Rejection is real. Closed doors happen often. Mark Hunter has learned that one of the most important skills for any human being, but especially a sales professional is the ability to get up when they are knocked down. Discouragement cannot be allowed to win. Pessimism must be crushed. On this episode, Mark shares why he’s come to believe that so strongly and how it has served him in life and sales. Get back up. The greatest lesson Mark Hunter has learned in life - on this episodeClick To Tweet Outline of this great episode [0:43] Anthony’s introduction of Mark Hunter. [2:00] The elephant in the room about Mark’s new book. [3:36] Why Mark decided he needed to write a second book about prospecting. [5:04] How Mark plans to target high profit customers. [9:19] Why have sales people shifted to email? [11:48] What salespeople have to do to maximize their time for prospecting. [14:25] The difference between a prospect and a suspect and why it’s important to qualify leads immediately. [17:05] Why sales managers are responsible for accuracy in the prospecting pipeline. [18:19] Should salespeople still be using the telephone? What about leaving voicemail? [24:53] How email can be used effectively to prospect. [32:24] The person who’s had the biggest influence on Mark’s thinking. [34:18] The biggest lesson Mark has learned in life. [38:26] Mark’s new certification from the National Speaker’s Association. [39:37] How you can get Mark’s new book. Resources & Links mentioned in this episode www.Preorder.theonlysalesguide.com

If you’ve read my posts in the past, you’ll know I came to paid search from the world of advanced degrees and elbow patches. While the academia wasn’t quite for me, I’ve managed a number of accounts where I had to use paid search and social ads to find others who are interested in pursuing higher education in its many forms—from locally-targeted advanced degrees to worldwide MOOCs.

Higher education, AKA higher ed, accounts can be tricky for account managers because of two key factors:

1. Budgetary constraints
2. The number of touches it takes to garner a conversion

Higher education keywords are expensive. When we did a study of the most expensive keywords in Bing last year, “MBA” related keywords were in the top 10, coming in at over $60 per click!

This would be a source of frustration for a company with a huge budget, but it’s especially bothersome when budgets are tight. With higher ed clients, paid search and social are often lumped in with all-encompassing marketing budgets (shared with email and radio spots and ephemera and you get the picture), which means your financial resources are limited.

Protip: To make the most of your budget, try to save as much cheddar as possible for the busy times of the year—typically the fall and late winter/early spring for programs without rolling admissions—and run a barebones operation in the summer (read: college admissions doldrums).

A conversion in a higher ed account isn’t the same as buying a reclaimed wood end table or hitting up a plumber to repair your rusted water pipe. It’s a multi-touch affair that requires a well thought out lead nurturing funnel.

Sometimes paid search is the first step in that funnel. Others it’ll be the last thing someone does before deciding to complete an application. My point here is this: know when prospects are clicking your ads and cater your value proposition and CTA accordingly.

Who am I kidding? You already know this stuff. You’re here for the in-depth hacks, so advanced tactics ye shall receive. Here are three ways you can increase lead volume in your higher ed PPC accounts.

1. Remarketing: The Freshman English of Higher Ed. PPC

Remarketing is mandatory for every higher education paid search account in existence. Scratch that: it should be a requirement for all paid search accounts. Period.

Unless you’re exclusively bidding on branded keywords (or your name carries mad clout), it’s likely that the prospects who see your ads won’t be overly familiar with your program. Great ad copy can convince them to click your ad instead of a competitor’s, but it won’t necessarily lead to a conversion, no matter how tantalizing your landing page is. Today, at least.

Enter remarketing.

By remarketing to the people who show enough interest to visit your site, you begin the nurturing process. If every time somebody’s trying to research your competitors’ grad programs or buy toilet paper in bulk they see a compelling ad for your own program (perhaps you’re offering some fantastic bit of information, reduced application fees, etc. in exchange for an email address), eventually they’re going to convert.

When these hard-earned prospects become exceptional students who go on to start the next Uber, write this generation’s great American novel, or cure some blood disease, you’ll be stoked you cyber-stalked them with inescapable banner creative.

And don’t forget about Facebook…

Pair search remarketing with its paid social parallel, Facebook remarketing, for maximal effectiveness. The social platform allows you to leverage lead ads to acquire new customers without even sending them to a landing page. This is especially useful if you’ve got time or the staff resources to contact prospects personally.

Two morsels of sage remarketing advice (you’re welcome):

1. Don’t be afraid to block IP addresses if your remarketing campaigns begin to pull in spam.
2. Put your remarketing tag on the entire website, not just PPC landing pages.

I took over an underperforming higher education account at the beginning of last winter. They offered a really cool graduate program that blended engineering and entrepreneurship. Unfortunately, this meant bidding on engineering keywords (pawn-your-furniture expensive) and business keywords (start-selling-your-organs expensive).

By placing the remarketing tag across the whole site (not just on the paid search landing pages), we increased conversion volume from an average of 12 per month to more than 30… per week.

After checking out the back end to take the temperature of the leads from a quality perspective, we discovered that we were pulling in some junk with our banner ads; people or bots were entering random strings of letters. Thankfully, we managed to avoid adding a Captcha to the remarketing landing pages (more work for a potential prospect = decreased likelihood of “potential”) by diligently blocking recurring IP addresses.

2. Give Each Discipline Its Own Dedicated Campaign

“Granular” is an overused word in paid search. Do you know why? Because it neatly conveys exactly how most accounts should be structured.

You must distil the specific facets of your program, or all of your school’s offerings, into precise campaigns, ad groups, and keywords. This goes back to the idea of mitigating cost I touched on in the remarketing tip, but it also makes non-budget-related account optimization a heck of a lot easier, too.

Some disciplines in your program won’t garner nearly as many impressions as others. And that’s totally okay. These low-impression terms could end up being your top performers when it comes to conversion rate and CPA. If you’d lumped them in with costly keywords from a different discipline, it’s likely they’d have been paused or deleted for being lame ducks.

Per WordStream SEM Manager Jackie Jordan, “It’s crazy how much CPCs can fluctuate based on the area of study (business in the highest by far), so keeping them separate makes it easier to control spend.”

For example, you wouldn’t want to group all of your hard science programs under a single campaign in which ad groups are created around individual disciplines. Instead, everything from physics to biochemistry should be given its own campaign.

From here, you’ll want to follow a similar philosophy with ad groups. Inquiry-based keywords (scan your search queries for question words: who, what, where, when, why, and how) should not be intermingled with branded terms. Top performers and long-tail keywords should be broken into their own ad groups. Very broad research terms like “+online +mba +program” should be watched like a hawk. If these terms are disproportionately expensive you may even want to give them their own campaign (or skip them altogether if they’re killing your budget).

This will give you greater insight into which terms are working for you and which should be added to the scrapheap (to be repurposed at a later date), and let you tailor ad copy to speak to exactly what your prospects are searching for. Instead of just being in the same ballpark, you’re spilling ketchup on your lead’s raw denim and buying them “I’m sorry” Miller Lights.

The name of the game here is maximizing control over your budget. Will this frontload the work needed to get things off the ground? Absolutely. Is this a pain? Of course. But in the long run, it’ll save you money and make daily and weekly optimization a cinch.

3. Do Display – The Smart Way

Thus far I’ve touched on remarketing (advertising to those who’ve already been to your site) and search campaigns with a laser-precise organization. Both of these techniques focus your efforts (and budget) on pretty well vetted potential prospects. Provided you’re staying on top of your negative keywords and implementing new creative, landing page tests, and bid adjustments frequently, you should start seeing an uptick in lead volume.

Why you might ask, are we pivoting towards the Display Network, the AdWords equivalent of drift net fishing?

Because it represents cost-effective opportunity.

While Display is a way to serve ads to unwieldy, disinterested audiences, there are two targeting methods that’ll let you leverage the power of the Display Network in your favor: Gmail ads and In-Market Audiences.

Gmail Ads

Gmail Ads (formerly known as “Gmail Sponsored Promotions”) are the paid ads that surface in Gmail inboxes across the globe. They’re a relatively recent addition to the Display repertoire and they’re fantastic for higher education marketing.

GSP ads live in the promotions tab.

A note: You’re charged when a prospect opens the email, not when they navigate to your site. This means that a killer teaser—the subject line that will entice somebody to open the ad—isn’t enough: you also need compelling creative inside the ad.

Not-so-great teasers: can you tell I just moved?

To avoid casting an obscenely wide (and expensive) net, use domain targeting.

According to Big G:

“Domains can be used to target (or exclude) users who’ve received emails from specific companies. Domains should be entered as keywords using the format example.com or site.example.com (not example.com/site). The system will scan the body and subject of the last few hundred non-spam emails, including deleted and archived messages.”

This means you can use domain targeting to:

• Target your own domain: By targeting people who are already receiving your emails with paid ads, you give yourself the opportunity to control more real estate within their inbox. Think of this the perfect complement to your existing email funnel.
• Target competitors’ domains: Show those considering other schools that your program offers a world-class education and represents a better ROI. This’ll be significantly cheaper than bidding on competitors’ keywords and you get the opportunity to wow prospects with a great offer conveyed through eye-popping creative.

Once you’ve built out separate ad groups (you didn’t think you’d be lumping them together, did you?) dig up the market research you or your coworkers conducted when the programs you’re advertising were conceived. Who is your ideal student? More importantly: which websites do they love?

Use this list of sites to create a “Prospect Profile” ad group. If you’re an online MBA program, for example, you’ll want to include sites like Forbes and ETrade. An online “become a full stack developer” course should target sites like Stack Overflow and Code Academy. Be sure to make use of the exclusions, too: like negative keywords, they’re a great way to trim wasteful spending and hone in on your ideal target audience.

Display In-Market

Finally, we have Display In-Market. We’ll turn to Google again to explain exactly what In-Market audiences are:

“Select from these audiences to find customers who are in the market, which means that they are researching products and are actively considering buying a service or product like those you offer. In-market audiences are available to advertisers in all AdWords languages.

These audiences are designed for advertisers focused on getting conversions from customers most likely to make a purchase. In-market audiences can help drive remarketing performance and reach consumers close to completing a purchase.”

Essentially, Display In-Market allows advertisers to find more qualified traffic to serve creative to.

In the context of higher ed marketing, this means Google will assist you in finding prospects whose browsing history indicated that they are “likely” to convert. They may have visited your website or the sites of your competitors. Perhaps they’ve been researching on forums and third party platforms. My point is this: it’s a targeted subset of the population and the clicks aren’t costly compared to what you’re probably paying in standard search campaigns.

Will In-Market be your top-performing channel? Probably not. But it represents value. It gives you another avenue through which to prospect. And the best part? Your competitors probably aren’t using it.

***

There you have it, folks. Three ways you can squeeze every ounce of performance out of your higher ed account. Whether through remarketing, targeted search campaigns, or the Display Network, or all three, these strategies are sure to increase conversions and keep your budget in check.

I’ll leave you with one final kernel of wisdom: when in doubt, offer a catalog.

We’ve all been there before. An empty Word or Google document that dominates your computer screen. A keyboard that beckons activity. Outstanding inbound marketing content just waiting to be written—content that will inform readers, establish your company’s thought leadership, and, ultimately, move leads down the sales funnel and create customers.

Only one thing stands in your way of turning this scenario into something incredible: You have absolutely no idea what you are going to write.

If this dilemma is familiar, you aren’t alone. Writers across all disciplines—even professional journalists—occasionally encounter instances of writer’s block, vanished creativity, or a lack of motivation. Career writers realize these bumps in the road are normal, don’t become too discouraged, and work through whatever issue they are experiencing. However, marketers—used to immediate action and measurable results—can be thoroughly demoralized when the words don’t freely flow.

Even marketers who aren’t experiencing writer’s block or another issue might suffer from inefficiency, thus requiring more time than necessary to complete content. Unfortunately, most marketers don’t have that much time to spare. What subsequently suffers is the content itself—it becomes less of a priority, particularly if it’s requiring a seemingly Herculean effort to produce.

Blogs, e-books, and other content are obviously important to an overall inbound strategy, and they absolutely shouldn’t be causing you stress or monopolizing your time. Here are five tips for producing inbound marketing content more efficiently:

1. Outline first

Before I started writing inbound marketing content, my background was in sports journalism—with more than two decades of newspaper experience. In that realm, writing efficiently was necessary because one might only have an hour (or less) to crank out a game story. Fortunately, marketers aren’t often pressed against short turnarounds and tight deadlines—you can usually take some time to craft good content without dragging out the process.

Perhaps the best preliminary step you can take with this extra time is to outline your content before you start writing. The outline doesn’t need to be elaborate; just a basic blueprint on what you are going to focus on, and in what order, will chart a path to be followed later. For example, on this post, all these headers you see were my outline. I plotted the post out, then came back to write the content. For marketers, trying to wing an 800-word article sometimes works … and sometimes leaves you with a meandering mess. Ten minutes to formulate an outline can save you a couple hours trying to fix all-over-the place content later.

2. Don’t stress out on the lead

An entertaining and inviting lead helps grab and hold the reader’s attention and make it more likely he or she will read the rest of the content. Non-boring leads are essential to sportswriting, too, but as a novice journalist who once couldn’t come up with anything on an article and settled for a lead that was a stretch, I was given this advice by one of my more experienced co-workers: “Sometimes, you are better off just being direct.” That’s good advice for inbound marketing content as well.

The clever introduction might not readily come to you, but ultimately, the most important elements of a blog post or e-book is what comes after the lead. Be direct and concise if you need to be with leads, or better yet, write the rest of the content and come back to the introduction. There is no reason to spend an hour on your lead and then possibly be faced with less time to work on the rest of the content.

3. Don’t sweat the conclusion

Another part of content, particularly with blogs, that marketers struggle with is the conclusion—a tidy little wrap-up to summarize the entire post. They try to write some kind of closing, but it often comes off as contrived, or redundant, or even a little cheesy. If this is a challenge for you, because you aren’t good at it or because the content simply doesn’t lend itself to additional, ultimately non-essential words, here’s my suggestion: Don’t use a conclusion at all. Compelling content speaks for itself and doesn’t need a happily-ever-after moment. A reader who comes away from a post feeling enlightened and informed won’t think less of you because you omitted a “traditional” conclusion.

4. Stave off writer’s block

Sleep experts suggest that if you can’t doze off in 30 minutes, get out of bed and do something else for a while before attempting again to fall asleep. Follow the same principle with writer’s block—don’t keep staring at your screen hoping something will happen. Unless you are on a tight deadline, likely, you have plenty of other things to temporarily work on instead.

Writer’s block happens to the best of us; it doesn’t mean that you have nothing worthwhile to say, but rather, that your brain is just not ready to cooperate. Also, if you have prepared for your writing session by doing the necessary research, creating an outline, and not procrastinating, you will more ready prepared to overcome writer’s block or avoid it altogether.

5. Simple now, polished later

National Novel Writing Month, also known as NaNoWriMo, challenges everyday people to pound out a 50,000-word novel in the month of November. For people with day jobs, finding the time to write that much in 30 days can be tough, but NaNoWriMo offers this tip that also can apply to marketers trying to be more efficient: Get the words down now, then go back and improve them later (in NaNoWriMo’s case, much later).

For inbound marketing content, if the thoughts are bursting out of your head but you can’t seem to make your sentences flow, write everything down and then step away. You should be editing whatever you write anyway, so improving the copy will already be part of the process. If you can take two hours now to write a rough draft and an hour later to fix it up, you should end up with a better end result than taking five hours in one session to produce content that still might be shaky because you were struggling. Don’t wait too long for the editing pass—you want the content to still be fresh in your mind—but even a few hours’ break can give you a new perspective on what you wrote and the energy to turn it into something great.

How do you deal with writer’s block when creating inbound marketing content?

This year, we’ve noticed a shift in the questions we answer about influencer marketing, pointing toward the practical application of the strategy and focusing on the real issue: “What can it do for me?” In this post, we’ll flesh out some of these questions and provide a roadmap to help you get the answers you need, and build the strategy that’s right for your business.

Where does it fit?

When you’re deciding when and how to bring influencer marketing into your fold, the first thing is to consider is who should own it. Fair question. Our recent study with Altimeter, a Prophet Company, revealed that marketers who are leveraging influencer marketing are struggling to find the proper home for the strategy within their own teams. Social Media? Digital Marketing? Content Marketing? A department of its own? As you’re navigating this decision for yourself, assess the skills you have on your team and work to understand areas you can strengthen with the help of influencers.

What’s the best solution?

As the industry expands, a variety of different solutions have risen up to meet the clamor for influencer marketing services. Keep in mind—all influencer marketing is not created equal. You need to understand the needs on your team, assess your resources, and then decide what’s right for your business. If you need some help comparing solutions, check out this handy resource: The Guide to Influencer Marketing Investments. You’ll find everything you need to choose the solution that delivers on your unique goals.

How much does it cost?

Maybe this should have been question #1. Cost is one of the most commonly-discussed and widely-misunderstood aspects of influencer marketing. And, we’ll let you know—it varies. Influencers are unique and if you’re new to the industry, it can be difficult to understand what to expect from a pricing standpoint. But we have good news: There IS a way to select and budget for influencer partners based on past performance. The TapInfluence platform allows users to search for influencers using the Cost Per Engagement metric. Translation? You can find influencers who deliver a lot of engagement for just a little spend, based on what they’ve delivered for similar customers in the past. Cool, huh?

We hope this has helped clear up the concept of influencer marketing, and figure out how it can support your goals, whatever they may be. If you’re looking to dive deeper into these, or any other influencer marketing-related questions, sign up for our premiere webinar with Brian Solis of Altimeter and Clint Bagley of Current Marketing. They’ll provide expert insights into the state of influencer marketing, as told by thousands of professional influencers and marketers who execute in this space every day. Sign up to attend here.

Data is every marketer’s best friend. Without data, we couldn’t identify what’s working well in our campaigns, diagnose potential problems, or decide upon which areas to focus our efforts. However, some data is more valuable than other data, and knowing which metrics to monitor can mean the difference between success and failure.

There are dozens (if not hundreds) of marketing analysis tools available to marketers of all disciplines. Some are free and do one thing really well, whereas others are subscription-based and offer a broad range of functionality. All of them promise the sweet, sweet data you need to run more effective campaigns, but which ones are worth your time?

In today’s post, we’ll be taking a look at eight marketing analysis tools to see what they do, who they’re for, and what they can offer you.

1. Mixpanel – Advanced Web and Mobile Analytics

First up in our list of marketing analysis tools is Mixpanel, a powerful suite of analytical tools that can offer invaluable insights into audience behavior.

Image via Mixpanel

What Does It Do?

Mixpanel offers users a wealth of information about how people use websites and mobile apps. You can monitor user interaction with your app or site as a whole, or drill down to individual buttons and features to see exactly how your users are interacting with your product. All of this functionality is possible without requiring a single line of code, meaning that even non-technical personnel can access important data about your site or app.

Who Is It For?

Mixpanel has some impressive clients, including Autodesk, Salesforce, and Twitch, but its competitive pricing (see below) puts it well within reach of even small businesses. Users with complex websites or mobile apps could potentially benefit greatly from the insights offered by Mixpanel.

How Much Does It Cost?

For analysis of up to 25,000 data points per month (a data point is any defined user action, such as clicking a button or taking a specific action on your site or app), Mixpanel is free. The monthly subscription changes depending on the volume of data being analyzed. Check the official pricing page for more details.

2. The AdWords Performance Grader – A Complete PPC Audit in 60 Seconds

PPC is a great way to reach new customers and grow your business, but to say there are a lot of variables that can determine your success would be an understatement. For those new to the world of paid search, even identifying the right areas to focus on can be overwhelming, which is why thousands of small-business owners and advertisers have turned to the AdWords Performance Grader for help.

What Does It Do?

The AdWords Performance Grader quickly and securely evaluates the strength of your AdWords account in 60 seconds or less. Once the Grader has performed its audit of your account, you’ll be presented with a detailed report showing the strengths and weaknesses of your account according to 10 key metrics, including mobile optimization, ad text optimization, and impression share.

This information allows you to zero in on the elements of your account that need the most work, offering a strong potential lift in immediate account performance.

Who Is It For?

Anyone with an active AdWords account can benefit from the insights provided by the AdWords Performance Grader, from small businesses to mid-sized agencies.

How Much Does It Cost?

The AdWords Performance Grader is completely free to use. Grade your account for free today!

3. Formisimo – Insight into Web Form Abandonment

Web forms are an integral part of using the web, but their prevalence doesn’t make them any less of a challenge from a conversion perspective. That’s what makes Formisimo so potentially valuable to marketers.

What Does It Do?

Formisimo provides users with actionable data about why people fail to complete web forms. The software analyzes real-time data from your site and compiles intuitive reports according to analysis of your forms against 54 individual metrics. This level of insight can tell you which parts of your forms are deterring prospects from converting, among many other things.

Who Is It For?

Anyone whose website or app uses web forms can benefit from Formisimo. Similarly to Mixpanel, Formisimo is used by some of the web’s leading brands and sites, such as Toyota and Uber, but small businesses may benefit even more from the kind of actionable data promised by the software.

How Much Does It Cost?

Formisimo costs $50 per month for the “Startup” package, to $180 per month for agencies.

4. CrazyEgg – Heat Maps Done Right

There are few marketing analytics insights more valuable than heat map data. Seeing precisely where your users are focusing their attention on your site (among other uses) can provide marketers with remarkable insights into their audience’s behavior.

What Does It Do?

CrazyEgg tracks and analyzes user behavior on websites. It tracks which elements of a page users are interacting with, which creates a heat map visualization of this behavior over time. CrazyEgg can also measure the scroll depth of web pages, revealing at what point you begin to lose visitors’ attention. (This is one of the so-called “attention metrics”).

Another really cool feature of CrazyEgg is that it can tell you a great deal about where your clicks came from in the first place. In addition, you can augment your existing audience profile data with information from CrazyEgg, which can offer amazingly granular data and reporting, depending on the plan you opt for (more on this below).

Who Is It For?

If you want to stop guessing what your users are doing and start seeing actual data on what they’re doing, CrazyEgg is for you. Heat maps – and the decisions you can make based upon them – can have an immense impact on your conversion rates, as you can literally see what people are doing on your site, as well as revealing areas that are being ignored.

How Much Does It Cost?

Notably, all CrazyEgg plans are completely free for the first 30 days, which is pretty awesome. Beyond that point, CrazyEgg plans start at $9 per month (paid annually for an up-front one-time yearly payment of $108) for the Basic plan, which includes data for 10,000 visits per month across 10 active pages with daily reporting.

At the other end of the spectrum, the Pro plan costs $99 per month (again, paid annually for an up-front, one-time payment of $1,188) and includes 250,000 visits per month across 100 active pages, hourly reporting, advanced filtering and tons of other cool stuff.

5. BuzzSumo – Laser-Focused Content/Social Analysis

Social media is a fickle mistress indeed, and despite the wealth of tools at our disposal to quantify and measure our social media and content marketing efforts, we still can’t predict The Next Big Thing every time. We can, however, use BuzzSumo to find out what’s really resonating with our audiences, and use that as a starting point.

Image via BuzzSumo

What Does It Do?

BuzzSumo is an extremely versatile social media and content analysis dashboard that provides users with data on which topics are trending across all major social media channels. You can analyze data from a range of time periods, from the previous 12 hours or spanning several months. This lets you see at-a-glance which topics in your industry are gaining the most social traction.

BuzzSumo offers a wide range of additional functionality, such as advanced keyword search operators, content type filters, backlink information, and even influencer marketing features. You can then sort and export this data into a spreadsheet-friendly format to examine the data in greater depth or use as the basis for your next content project.

Who Is It For?

Although almost anyone could benefit from being able to distinguish the signal from the noise online, content marketers, social media specialists, and established bloggers will benefit the most from BuzzSumo. WordStream’s Founder and CTO, Larry Kim, is a big fan of BuzzSumo, and uses it frequently to help him keep up with the hottest topics in search and identify new content topics. If you work in content or social, you owe it to yourself to give BuzzSumo a shot.

How Much Does It Cost?

BuzzSumo is available in three tiers of service:

• Pro – $99 per month
• Agency – $299 per month
• Enterprise – $999 per month

BuzzSumo also offers convenient monthly or annual billing options, though paying yearly offers a significant cost savings.

6. Convertable – Go Beyond Form Data

Form data can tell you a lot about your visitors. However, with the “need” for more information comes the temptation to ask too much of your users, potentially alienating them and harming your conversion rate. One analytical tool that might be of help to you if you’re relying on web forms as a means of gathering data is Convertable, a tool that goes much deeper than standard form data.

Image via Convertable

What Does It Do?

Convertable analyzes the metadata of your web forms to provide you with a great deal more information about your users than form fields will allow. For example, Convertable will tell you potentially crucial data such as how that person arrived at your site (organic, paid etc.), relevant keywords they used to find you, user location, which pages they viewed (and how long they viewed them), and even the operating system and device they were using – all of which could prove valuable to marketers seeking to gain a greater understanding of their audiences.

Who Is It For?

Anyone who relies on web form data in their marketing campaigns can benefit from Convertable. Advertisers who are sending traffic from PPC ads directly to unique landing pages (e.g. all advertisers, in an ideal world) may get even more out of using this software, due to Convertable’s keyword functionality and compatibility with both search and display campaigns. There’s even a handy WordPress plugin, too, so bloggers can also access this data about their users.

How Much Does It Cost?

Convertable is free to use.

7. Crowdbooster – Social Media Moxie

There are plenty of social media analytics tools out there, but some are better than others. Although many social media marketers rely on Twitter and Facebook’s robust built-in reporting to gain insights into their audience engagement, sometimes these tools feel a little lacking. That’s where Crowdbooster comes in.

Image via Crowdbooster

What Does It Do?

Crowdbooster is a social media analytics platform that allows you to see how well your social media campaigns are performing through a series of intuitive, well-designed dashboards. Among the software’s most exciting features is its real-time reporting functionality, which offers up-to-the-second data about who is engaging with your social content, and how.

It doesn’t stop there, however. Crowdbooster also allows you to identify your most engaged fans and followers, and provides recommendations on both how to reach more of these brand evangelists, as well as how to improve the content of your social updates themselves for greater engagement. Of course, Crowdbooster also offers scheduling and automation functionality you’d expect from any social media management platform.

Who Is It For?

Crowdbooster seems best suited to social media professionals who are responsible for managing multiple branded or corporate social media accounts. That said, even small businesses just getting started with social could benefit from the insights offered by Crowdbooster, especially given the tool’s emphasis on targeting high-engagement users and audiences.

How Much Does It Cost?

Crowdbooster plans begin at $9 per month for the Bronze package, which supports one Twitter account, one Facebook profile, one registered user, and analysis of up to 50,000 followers. At the other end of the spectrum, the Gold plan costs $119 per month, and supports 30 social profiles, 30 registered users, and analysis of unlimited fans and followers. Custom plans designed around your specific needs are also available on a bespoke basis.

8. Open Site Explorer – Advanced Link Profile Diagnostics

Nobody knows SEO like our esteemed friends at Moz. Not only is Moz famous for the breadth and depth of its SEO know-how, Moz is also widely respected for its range of software tools, among the best of which is Open Site Explorer, one of the best competitive intelligence tools for SEOs out there.

What Does It Do?

Open Site Explorer (sometimes abbreviated to OSE) is a link analysis tool that examines the link profile of a URL provided by the user. From here, you can examine a wealth of data about your site’s link profile, such as domain and page authority, total number of inbound links, top pages, anchor text, and much more. Virtually everything you need to know about your link profile can be quickly and easily found in OSE, making it almost indispensable to SEOs and marketers seeking to increase their site’s visibility.

Who Is It For?

While novice digital marketers can get a lot out of OSE, professional SEOs are the product’s primary target market, particularly when it comes to OSE’s advanced reporting features. However, content managers and even webmasters may find many of the tools in OSE useful, such as the software’s spam analysis, link opportunity identification, and anchor text optimization tools.

How Much Does It Cost?

The bare-bones functionality of Open Site Explorer is available for free. However, OSE is best used when fully integrated with Moz Pro, Moz’s wider suite of software tools that is available on a subscription basis. Moz Pro plans begin at $99 per month (available in both monthly and yearly billing plans).

It’s the job of Calgary mayor Naheed Nenshi to know what’s going on with his constituents, which means a lot of conversations—and a lot of listening. Here’s what he’s learned from hearing all kinds of feedback from constituents:

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“In my job, I have to be ‘on’ all the time. Every trip to the grocery store becomes a town hall meeting on public transit in that neighbourhood. I love it, and we in Canada are so lucky that we live in a place where we can just talk to people in positions of political authority. But if you’re having a tough day, and you just want get through that checkout line and get home with your ice cream, for a second you think, Do I really have to talk to this person? I always have to remind myself that that’s the deal.

“Besides, what’s the alternative, exactly? Am I going to go out in a hat and sunglasses so nobody recognizes me? That’s much worse. If you’re a leader, you’ve rented yourself out to your community, if you will, and it is absolutely people’s right to come and talk to you about this stuff. And, invariably, having a conversation with that person in the checkout line, or wherever it may be, makes me better at what I do.

“A lot of my work before entering politics was in consumer-facing industries, and that experience helps me as mayor—because as a manager, you have to really understand the people who work for you. And that means connecting with people. The answer for me is always: Why not talk to people? Why not ask them what inspires them, what parts of their job they like and don’t like, and how they can add more value in the organization. Leaders in any line of work can do a lot by really listening.”

The post How to be an effective listener appeared first on Canadian Business - Your Source For Business News.

I read more than 100 outreach emails last week looking for examples for a post on powerful closing lines. But instead of inspiration, I mostly found examples of what not to do.

A bad final line can completely wreck your email. Not only is it the last thing your prospect reads, research shows it’s actually the most memorable element of the entire message.

The takeaway: If you want buyers to take you seriously and follow your call-to-action, you can’t screw up the last sentence. Read on for the lines you should never use again.

17 Terrible Email Closing Lines

1) “Is [product] something you’d be interested in?”

The answer might seem obvious to you, but the buyer needs more information before they can definitively say whether your product could be a good fit.

Plus, your email should end with a clear, specific, and relatively simple next step. If you don’t show your prospect a clear way forward, they’re probably not going to take action of their own accord. Buyers usually have multiple tasks and a long queue of other messages to tackle.

That means they don’t have the time or mental energy necessary to figure out their next move with you. Doing so is your responsibility.

2) “I know our product is a perfect solution for your needs.”

It’s pretty rare to have the “perfect” solution for someone’s needs. More likely, your product is the best fit or the strongest option. This sounds like an oversell, which will automatically damage your credibility.

Claiming 100% certainty before you’ve ever spoken with the buyer makes this line even more obnoxious.

3) “You’re probably not struggling with any of these issues. However, if you are, my customers have found that a quick call is the easiest way to determine if we’d be able to help.”

I was baffled to see this line in an outreach email I got last week. If the sales rep doubted that I was experiencing the challenges he’d just named, then why mention them?

This line would have been much stronger if he’d simply written, “If you’re struggling with any of these, my customers have found … ”

4) “If you’re not the best person at [company] to connect with about this, I’d love if you could direct me to the right one.”

There are two major problems with this parting line. One, you should be fairly confident that you’re emailing the right person. If you can’t tell who that is based on job title, use LinkedIn to research their individual responsibilities.

Second, never start a sentence with “I’d love … ” -- or any phrase focused on what you want, for that matter. Sales isn't about the salesperson, it's about the buyer. Don’t ask your prospects to do anything that’s in your best interest rather than theirs.

5) “I look forward to meeting your every need.”

Are you actually going to meet the buyer’s every need? Of course not -- they have a whole range of needs, and you’re trying to help with a specific one.

Promising to solve all of their problems won’t make them like or trust you more, it’ll only make them roll their eyes.

6) “We would be ecstatic to have you as a customer.”

Every interaction with your prospect should feel as natural and comfortable as possible -- and when was the last time you actually referred to yourself as “we” during conversation? Probably never.

As a general rule, you shouldn’t write anything in email you wouldn’t say out loud. Unless you’re genuinely speaking for the company as a whole (for instance, “We help clients improve quality by 10% on average”), use the first person.

Also, steer clear of over-the-top words like “ecstatic,” “thrilled,” or “elated.” People don’t like being pandered to, and these sound hyperbolic.

7) “If there is any more information we can provide, please let us know.”

Prospecting emails should be as short as possible. (After all, you’re working with limited attention spans and frequently, tiny screens.)

Don’t waste valuable real estate telling prospects you’d be happy to send them more information. If you actually want to seem helpful, provide value to them in your email. You’ll make the same point far more convincingly.

8) “Thanks in advance.”

This closing line is guaranteed to grate on your prospect’s nerves. You’re expressing gratitude for something they’ve neither done nor agreed to -- which usually backfires and makes them less inclined to do whatever you’ve asked.

It also makes you look lazy, like you can’t be bothered to thank your prospect until after they've actually fulfilled your ask.

9) “Thanks for your time.”

You won’t offend anyone with this final line, but you won’t impress anyone, either. It’s completely forgettable.

In addition, remember that you’re kicking off a mutually beneficial relationship. “Thanks for your time” makes it seem like the prospect is doing you a favor -- but the value is going to flow both ways.

10) “When, if ever, would be a good time to chat?”

Don’t shoot yourself in the foot by adding “if ever” to your question. If you’ve properly explained the reason you’re reaching out, why you’re doing it now, and how you can provide value to your prospect, anyone who's a good fit should be interested in talking to you.

That doesn’t mean every prospect will take you up on your offer -- but don’t plant the seed in their mind.

11) “When would be a good time to chat?”

Even without the qualifier, this closing line isn’t great. You might think you’re doing your prospect a favor by accommodating her schedule; however, you’re actually creating more work for her.

She’ll need to pull up her calendar, find an open slot, ask if you’re free during that time, and finally, book the meeting. And if you aren’t available, there’ll even more back-and-forth.

Just the thought of all this often exhausts people -- so they’re programmed to reject the offer.

To reduce the cognitive load of your ask, provide specific options like, “Are you free Wednesday at 10 a.m. or Thursday at 2 p.m.?”

Better yet, use the HubSpot Sales Meetings app. Prospects can see your availability and instantly book a mutually compatible time.

12) “Are you free on Thursday at 9:30 a.m. or 11:30 a.m. so I can give you a demo?”

Asking for a demo in your initial email is like the waiter requesting a tip when he seats you: That step will happen, but you have to prove your worth first.

Once you’ve established trust with the buyer and shown them your product’s value, they’ll be eager to look under the hood.

13) ““Are you free on Thursday from 9-10 a.m. so I can walk you through the product?”

If it looks like a demo, sounds like a demo, and acts like a demo ... it’s a demo. Asking a buyer if you can “walk them through the solution,” “give them a tour of the product,” or “see it in action” is a demo request in different words.

Again, right move, wrong time.

14) “When you’ve got the chance, please give me a call at 867-5309.”

This suggested next step is far too vague. Your prospect doesn’t know when you’re free to talk on the phone, so they’re probably not going to call.

And if they do, and you’re already talking to someone? Now you’ve extended the process of connecting by anywhere from a couple hours to a couple weeks, since you need to reconvene and find a time that works for both of you.

Fortunately, you can dramatically shrink the timeline by giving them a couple dates and times to speak.

15) “I look forward to hearing back from you at your earliest convenience.”

If only instilling urgency in your prospect was this simple.

Unfortunately, this line isn’t just ineffective -- it also sounds presumptuous. The buyer has no idea whether your product is a good fit for their needs, so they’re probably not dropping everything to return your email. Assuming you’ll get a response “at their earliest convenience” screams arrogance.

16) "Are you open to learning more about [company] and our capabilities?"

It doesn't matter who the recipient is or what they do, the answer to this question is "no." Your prospect may be interested in getting unique data, competitive intelligence, or surprising insights from you ... which will potentially lead to a conversation about your product and how it can help them accomplish their business goals.

But notice the focus is about the buyer, not you. Take a "me first" approach, and you're guaranteed to be denied.

17) "Let me know if I can get on your dance card this week."

Being a bit cheeky can help you break through the noise and show your prospect you're not just a robot programmed to sell, but a real person with a sense of humor. This line, however, goes over the line from "funny" to "awkward."

I also came across an email that ended with, "You're the cool girl at the party I've always wanted to talk to. Make my dreams and schedule a call?" Again, while being memorable is a good thing, this salesperson had taken things too far.

If you're ever unsure whether your humor is inappropriate, leave the joke out. Better safe than sorry.

Recovering from a bad first impression is nearly impossible. So don’t set yourself up to fail: Remove these cringe-worthy lines from your outreach emails right away.

To learn what you should say instead, check out these email closing lines and email sign offs that'll make a powerful impression on prospects.

Ask any VP of Sales what their top priorities are, and undoubtedly “improving sales productivity” will be among their top 5 most pressing issues. When you look at how much time salespeople actually spend selling, it turns out to be less than half of their workday. Efforts to improve the slice of the pie devoted to actual selling is therefore given priority when it comes to allocating the sales technology budget.

Today’s Focus on Sales Technology

Auto dialers, prospecting tools, and outbound email systems are just some of the many sales technologies used for qualifying, presenting, and closing deals. With all this tech available to us, why is it that we still cannot get sales reps to spend more of their time talking to prospects? The answer may lie in the way we are approaching technology for sales.

The focus of most sales technology vendors today is about improving specific processes; from lead generation and outbound prospecting, to presentation sharing and beyond. The most common tools in a salesperson’s toolbox may help improve specific activities, however, they do not necessarily make the salesperson more effective at selling.

Sales Efficiency vs. Sales Effectiveness

Sales productivity is a combination of two factors: efficiency and effectiveness. Efficiency relates to tasks and processes, while effectiveness deals with the knowledge and skills of sales reps.

You may be able to craft a compelling email, generate a great lead, and put a prospect through your entire sales process. But the real question is, can you replicate this process dozens, or even hundreds of times, to achieve the same result? Relying on manual methods won’t get you there. However, by automating manual tasks through the use of social selling tools, such as outbound emailing and automated dialing, you will be much more efficient in terms of lead volume and lead to close ratio.

Let’s take a look at a rep. They’ve just joined a company, and went through the traditional onboarding process. Although this person has been given a set of social selling tools, will this rep be efficient in using these tools at their disposal? More importantly, will this rep be very effective? It’s hard to say.

Effectiveness is the other leg of productivity, which really makes a difference between sales reps getting close to their quota, and really crushing their numbers. It means knowing how to articulate your value proposition, understanding how to conduct a discovery call, and handling objections gracefully. Without focusing on improving rep effectiveness, social selling tools will only amplify potential ineptitude. Sales reps should look closely at their pipeline to identify if deals are stuck in the middle, “suddenly” lost to competitors, or are continuously being pushed to the next quarter.

The Role of Sales Enablement

Sales enablement plays a huge part in sales effectiveness, but is often seen as an efficiency driver. Think about the mandate your company has for sales enablement. Is sales enablement mostly hunting for and evaluating new tools? Is sales enablement just operating as an administrative function to sales leadership, such as running reports and creating dashboards? Or, is sales enablement a true partner, assisting your sales leaders in identifying areas for improvement, and developing strategies to solve the current gaps?

How Can You Improve Sales Productivity Within Your Organization?

The answer lies with sales enablement. Even if you don’t have a formal sales enablement function or department, you can still have specific goals and guidelines. Sales enablement influences sales effectiveness by focusing not only on tools and technologies, but also the specific goals related to one’s knowledge and skill set.

By working with sales leaders, sales enablement can determine the key criteria for ensuring each member of the sales team is ready for their “moments of truth” (i.e. contact with prospects and clients). It involves at a minimum:

• Articulating the company’s value proposition
• Handling sales objections
• Navigating and negotiating deals
• Overcoming competitive situations
• Proving the superior value of your solution

These items cannot simply be replaced by tools, but they can be taught and evaluated with technology. By using technology to look at the sales productivity equation, many companies are discovering that they can not only improve the efficiency of their sales reps, but also make vast improvements in their productivity as a company.

You know the saying, “Never trust a skinny chef”? Well, we have another one: “Never trust a SaaS provider with a subpar site.” It’s a big red flag for buyers if a company that offers software as a service (SaaS) has a poorly executed website.

We took a look at IDG Connect’s 2016 list of “20 Red-Hot, Pre-IPO Companies” and compared each business’ site, choosing six we felt had an overall good design, but that also had some small opportunities for improvement. Read on to see the pros and cons of each and how software companies can create one of the best SaaS websites.

1. Adyen

The Product

Multi-channel payment platform that allows businesses to accept electronic payments online, on mobile devices and in-store.

What Adyen Is Doing Right

The home page instantly speaks to a B2B SaaS buyer’s pain point: how to easily collect payments from customers. The question, “Wouldn’t that be wonderful?” also implies empathy. Adyen understands your frustrations and knows how to solve them. The call-to-action (CTA), Learn more, isn’t a hard sell—the company just wants you to discover how it can help.

What Adyen Could Do Better

While easy to read and digest, Adyen’s home page is a touch boring. A few more graphics, particularly in the area above the fold, could improve the user experience (UX). It’s also a good idea to make the CTA stand out more.

2. Alteryx

The Product

Software for preparing, blending and analyzing data, particularly for businesses that have needs beyond Microsoft Excel’s capacities.

What Alteryx Is Doing Right

Right away, the visitor knows exactly what Alteryx offers: self-service data analytics. While the website doesn’t have a clever tagline like other providers on this list, the direct approach can be just as effective. Additionally, the website hero area has two clear CTAs, one of which addresses buyers higher in the funnel—See Alteryx in Action—and the other targeting prospects who are further along in the buyer’s journey—Try Alteryx for Free.

What Alteryx Could Do Better

The home page has four content offers, but the icons and copy are among the smallest on the page. Featuring the resources more prominently could lead to more clicks and, in turn, more form submissions.

3. Aviso

The Product

Predictive analytics software for forecasting sales and making data-driven decisions about resource allocation.

What Aviso Is Doing Right

Aviso takes a more aggressive approach on its B2B SaaS website, declaring its solution can forecast sales numbers better than its visitors can and inviting them to challenge this claim. Though it’s a daring strategy, it’s certainly compelling. And it seems to be working, considering Aviso has Marketo, HubSpot and Pandora among its clients. Aviso is confident in its software, and it wants its visitors to know this immediately.

What Aviso Could Do Better

The sub-headline, “Who can call your number first?” is a little unclear. Rephrasing the question to be more along the lines of, “Who can call your sales numbers first?” could improve engagement.

4. Code42

The Product

Cloud-based data protection and security solution for enterprises to help them mitigate risks and recover from data loss.

What Code42 Is Doing Right

Code42 uses the hero message, “See What You Can’t”, to remind visitors “What you don’t know can hurt you.” There is no offer of a free trial or a demo right off the bat; instead, the company wants visitors to first learn about endpoint data protection and how essential it is to their business. Code42 understands its type of solution isn’t as well-known as project management software or a CRM system, so its B2B website content must explain the benefits of modern endpoint backup in general, rather than focusing solely on the benefits of its particular software.

What Code42 Could Do Better

It’s great Code42 is using its site to teach visitors about data protection, but there aren’t many CTAs where prospects can actually contact the company directly. Code42 should make it as easy as possible for B2B SaaS buyers to get in touch with a sales rep when they’re ready to talk.

5. InsideSales.com

The Product

Sales acceleration platform that features lead scoring, predictive forecasting, multi-channel communication and gamification capabilities.

What InsideSales.com Is Doing Right

InsideSales.com’s home page approach is similar to Code42 in that its headline, “Don’t Be Blindsided”, conveys the idea that ignorance is not bliss. The company also takes the multi-level CTA approach with See a Demo (which requires a contact form submission) and Dashboard Tour, which has ungated screenshots of its solution.

What InsideSales.com Could Do Better

The hero image, a blindfolded quarterback, is definitely intriguing, but it’s not relevant to sales forecasting software. Using a photo of a blindfolded businessman might be a better idea.

6. Nutmeg

The Product

Online investment management software.

What Nutmeg Is Doing Right

Nutmeg’s home page has a clear path to conversion with a CTA that includes clever copy (Test it out) that beats other SaaS websites. The site outlines the advantages of Nutmeg’s solution throughout the page with a simple, clean design and additional, clear CTAs. It also has an interactive calculator that allows visitors to see how Nutmeg can help their business specifically.

What Nutmeg Could Do Better

There aren’t any higher funnel conversion opportunities on its home page—every CTA is to demo Nutmeg’s solution or speak with an associate. The company could benefit from giving buyers who are still in earlier stages of the buyer’s journey a chance to engage with the brand without committing to a demo.

The Takeaway

A B2B SaaS website is the welcome mat for the provider’s brand and is often a buyer’s initial introduction to the business. It’s important to use engaging messaging, effectively demonstrate the value of the solution and eliminate friction between the visitor and the desired conversion event. The best SaaS websites are useful to a prospect no matter where they are in the buyer’s journey and wow them the moment they hit the home page.

The Olympics is a celebration of the determination, willpower, and achievements of thousands of athletes from across the globe, the culmination of years of dedicated training and hard work. In a grueling yet powerful display of athleticism, competitors push themselves further than they thought possible as they seek seemingly impossible goals. We are touched by the heart-warming stories of athletes who persevered through their trials, tribulations, and tragedies, and we pull inspiration from both their wins and losses.

Though in different arenas, it’s not difficult to notice the similarities between sales and sports. Running is particularly relatable, as it is an activity most of us have participated in at some level at some point in our lives. For example, in sales, like running, you have your winners (i.e. top sales reps) and then everybody else. And of course, most reps have those stretch quota goals that they are working toward. Many of the principles that make a runner an elite athlete hold true for turning sales reps into top performers. Read ahead to learn how.

1. Proper Training is Required

If you are serious about running (and doing so safely), you will probably go to a specialty running store, have a gait analysis done, and get fitted for the right shoes. Without proper guidance, you could be stuck with a poor-fitting pair in the wrong sizes and type, which will just set you up for failure and even injury from the start.

Similarly, sales reps need onboarding and training to get them up to speed quickly, to reduce the opportunities for mistakes, and to increase their productivity and effectiveness. While new runners need advice on what to wear, how to meal plan, and how to train, sales people need guidance on the selling space and market, different buyer personas, and your products, as well as on what to say, what content to share, and how to guide the prospect through the buying process.

2. Nutrition is Important

All runners understand the importance of proper nutrition and hydration: pre-run snacks, replenishment during training, electrolyte replacement, carbo-loading, adjusting calorie intake, the right sources of protein – the list goes on.

Like runners need to feed their bodies, sales reps need to feed their minds. Top performing sales reps make sure to stay educated on industry trends, customer challenges, and competitive differences, while also understanding the product that they are selling. They are knowledgeable enough to engage prospects, add value to the conversation, help build a business case, and prove ROI.

3. Practice Makes Perfect

If you have never trained before, then you will probably not be able to run ten miles at a competitive pace without breaks. In order to compete for the win, you need to run several times a week and do tempo runs, hill repeats, and intervals. Even if your goal is a marathon, you will be doing multiple shorter runs every week and work your way up to the distance.

Similarly, a sales rep is probably not going to sit down, make 10 phone calls, and set 10 meetings. In fact, it takes 7-13 touches on average to make a sale. Instead, they will have a cadence for calling and emailing each prospect over a period of time to build a relationship. Sales people trying to hit quota will look to the top performers for guidance and work to turn best practices into habits. And like runners conditioning themselves for factors such as temperature and elevation, sales reps should be prepared to respond to prospect questions and challenges.

4. The Right Equipment Boosts Performance

Runners really only need one piece of equipment: shoes. You could go down to your local big box retailer and pick a flashy pair in your favorite color from the shelf, and they will probably perform ok for the average runner. Or you could invest in a higher-end pair of Nike FlyKnits or Adidas Racers that will help improve your stride, reduce blisters, and prevent shin splints. Which will help you perform better and makes more sense in the long run?

In the sales world, reps can use traditional sales methods, which continue to have some degree of sales success. Or organizations can invest in more modern sales tools, such as sales enablement technology, that combines predictive and automated capabilities to permit data-driven efficiencies. These tools empower sales teams to perform their job more productively and effectively, advancing prospects through the sales funnel more quickly and increasing revenue. Again, which makes more sense and will drive performance?

5. Cross-Training is Critical

Cross-training is an important part of a runner’s workout plan, from weight-lifting and yoga to biking and swimming. It can help to improve cardio endurance and flexibility, strengthen muscles, reduce the risk of injury, and speed recovery.

Likewise, sales reps need to be aware of what’s going on in the rest of the organization, particularly in the marketing department. What are the upcoming product releases? What marketing campaigns are going on? What new content is available? What hot topics are trending in the industry? These types of information can help sales reps perform more effectively.

6. Perseverance is Essential

Devoted athletes know exactly what it takes to win and how to reach that goal. And when they do hit that goal, they don’t stop there. Dozens and dozens of training runs (and likely a lot of blood, sweat, and tears) went into that achievement. After the 5k and 10k comes the half marathon, the full marathon, and maybe even an ultrathon or Ironman! And runners are definitely known for their tenacity. We have all seen the viral videos on social media of injured or exhausted runners pushing as hard as they can to drag themselves across the finish line – giving up is simply not an option.

Likewise, winning sales reps don’t work hard to hit their monthly quota and then sit back and wait until the next month rolls around. Instead, they keep pushing to go above and beyond their number. Even more, sales reps must have the endurance to make hundreds of sales calls and send hundreds of emails just to talk to a handful of people (and without getting discouraged!).

7. You are Driven by Competition

Runners are driven by competition – not just against other athletes but also against themselves, in constant pursuit of setting a new PR (personal record). Similarly, most sales reps are naturally ambitious and thrive in a competitive setting. They look to their colleagues’ successes and strive to do better, which is why gamification has become so popular in recent years. But sales reps, too, compete against themselves, hoping to one-up their own achievements.

8. Metrics are Key to Improving

Runners use a variety of key measures to evaluate the quality of their runs and track progress toward their end goal. Common metrics include minutes per mile, split times, cadence, distance, and heart rate.

Similarly, sales organizations can improve sales performance by measuring KPIs such as conversion rates, win rates, marketing collateral usage, average deal size, and deal response time. These data points are essential for sales teams to understand what factors impact successes and advances sales, how to deliver the right content at the right time, and what changes will improve performance.

9. The Industry Fosters Innovation

In recent years, the fitness industry has gained attention for its innovative products and processes, from the Paleo diet and barefoot running to the influx of wearable technologies and smart devices. Over in sales, traditional (and sometimes outdated) strategies have given way to new concepts such as social selling, predictive analytics, and account-based marketing. And both industries are always on the lookout for the next big thing to be bigger and better than ever before.

 The traditional Silicon Valley view is that innovation happens in spite rather than because of government. But according to Accenture Senior Director of Strategy, Anand Shah, government does have an important role to play in stimulating growth. Read More

Business leaders making customer-facing decisions must read “Value as a Service: Embracing the Coming Disruption.” The author shares information about this disruptive business model.

Keep on reading: Value as a Service: ultimate battleground for software companies

Marketo, a leading marketing software giant has been acquired by a private equity firm Vista Equity Partners in an all-cash deal of $1.79 billion. Founded by Phil Fernandez and Jon Miller in 2006, Marketo offers a range of cloud-based marketing services like lead management, email marketing, mobile marketing, consumer marketing, etc. It has customers ranging from startups to tech giants such as GE and Microsoft.

Marketo was listed on NASDAQ in 2013, however, with this acquisition, it will be delisted and its ownership will become private again. In 2015, the company earned a revenue of $210 million from 4600 customers. Although the company has been operating at a loss, its revenue has been growing at around 40% year-on-year. Its valuation is almost twice of Eloqua, which was acquired by Oracle not long ago. Recently, Salesforce bought Dreamware, a SaaS e-commerce company for around $2.18 billion. These deals and valuations clearly indicate the robustness of Software-as-a-Service business model.

3 Important Insights From Marketo’s Deal

1. No Significant Impact On Marketo’s Customers

This deal is a private equity transaction and not a strategic acquisition. Therefore, no significant technology migration is expected in short to medium term for its clients. It means that the acquisition will not have a major technological impact on Marketo’s customers, at least in the near future.

2. Staying Privately Owned Is Good

Publicly traded corporations experience a lot of undue pressure in the short term. Sometimes emotions and perceptions play much bigger roles in the stock performance of a company than its business model.

Marketo was operating at a loss and predicted that it would continue to do so for the next few years. It is working on a next-generation marketing technology called Orion Project. Through private equity investment, the company will have sufficient capital to focus on breakthrough enterprise platforms and thus would have a competitive edge over other players. Marketo could not do this effectively if they continue to be a publicly traded corporation because of high pressure of delivering quarter-on-quarter growth numbers and other short-term pressures.

3. Consolidation Is In The Offing

Marketing technology industry is still in its nascent stage. The penetration of marketing automation among small businesses is very low. Most of the small business owners are willing to invest in performance marketing.

However, they don’t have time to compare thousands of options before getting hitched to one platform that delivers desired results. Also, they just don’t want to deal with multiple vendors to execute their marketing campaign. That is why the role of integrated and automation marketing software in the small business segment is becoming increasingly important.

It requires Marketing SaaS providers to develop intuitive software that includes most of the features that can make a real difference to businesses. This will lead to consolidation in marketing technology industry. Marketo acquisition is a clear sign of beginning of consolidation that is going to take place in marketing automation.

Conclusion

The operating cost of software-as-a-service has gone down significantly. However, the associated costs are still not zero. It requires a lot of investment and years of hard work to create a platform that does something meaningful to businesses. Thus as a SaaS company, if you aim for higher valuation, create a complete system that adds real value to the busiest people.

By Tibor Shanto – tibor.shanto@sellbetter.ca 

Communication is central to sales success; we have all seen brilliant people with vast knowledge who are challenged in sharing their knowledge due to an inability to communicate.  Closer to home, we have all seen how the quality of communication can make or break a deal.  All the more reason why Jack Malcolm’s new book Lean Communication for Sales, is a must read for sales people and their managers.

Straight off the top, Jack posses the following question: Would your prospects and customers pay to talk to you?  Regardless of how you answer this question today, you will be in a better position to answer and act after you read this book.

Jack how and why to make the answer affirmative every time.  The only way prospects and clients will pay to talk to you, is if they know you will bring them useful ideas to improve their business outcomes without wasting their time.

One of the recurring themes in the B2B sales world is the idea that salespeople are an endangered species, because buyers have so many alternative sources that they can tap into, to get the information they need to make the right purchase decision. But with the entire world clamoring for their attention, it’s no wonder that buyers put off talking to salespeople for as long as they can.

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Talk less, Sell more -
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In fact, it is precisely because there is so much information available and so many voices clamoring for the attention of your target prospect, they will welcome a trusted voice who will give them just what they need when they need it without wasting their precious time.

Jack Malcolm’s Lean Communication for Sales, will help you to develop and become that trusted voice, by showing how to communicate more value in fewer words—and become a valuable asset to your prospects. As a B2B sales professional, your role is to deliver the information and insights buyers need to make the best possible decision.

Lean Communication for Sales will help you communicate higher value with less waste by applying the principles of lean thinking to your sales communication process. You will be able to apply 9 powerful ideas as simply as ABCD:

1. Add value: Leave your customers better off by Answering the Question that is on every buyer’s mind, and using Outside-in Thinking to communicate what they value the most.
2. Brevity: Save time and boost credibility by putting your Bottom Line Up Front, and use the So What filter to eliminate clutter.
3. Clarity: Ensure that your message is heard, understood, and remembered through Transparent Structure, Candor, and User-friendly Language.
4. Dialogue: Co-create value with your buyer through effective dialogue, using Just-in-time Communication and Lean Listening.

The idea is simple, talk less, sell more: executing is a bit different.  Now you can improve the quality of your customer conversations with Lean Communication for Sales!

Become one of the thousands of sales professionals receiving my latest updates on sales execution, tools, tips and more.   

Join Now!

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Content marketing careers are constantly evolving, but one thing is certain: The power of LinkedIn for personal branding is here to stay, especially when you’re aware of all the tricks that can help you strengthen your profile.

If your “Who’s Viewed Your Profile” chart is flatlining week after week, these tips will help breathe new life into your profile, improve your presence in search results, generate more views, and impress your audience.

Finish your profile

According to LinkedIn, users with complete profiles are 40 times more likely to receive opportunities such as job offers, mentors, or new business. Your LinkedIn profile is your digital resume. You can add more detail than you can on your printed resume. It will set you apart from your competition.

To achieve unofficial “all-star” status, include:

• Your industry and location
• Current position, including description
• Two past positions
• Education
• A minimum of three skills
• At least 50 connections

Bonus tips:

• Don’t get too creative in the name field, but add professional credentials, suffixes, and designations (i.e., MBA, Jr., PMP).
• Don’t use symbols, numbers, special characters, email addresses, or phone numbers in the name field because that could prompt LinkedIn to restrict your account.
• Name field character limit: 60

Add a headshot that reflects your industry

A photo puts a face to a name so you’re not just another silhouette. It helps establish trust. A photo makes your profile seven times more likely to be found in a LinkedIn search.

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A photo makes your profile 7x more likely to be found in a LinkedIn search via @LinkedIn. #LinkedIn
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What’s acceptable? If you’re a creative director, you might want an edgier photo, as compared to a CMO who might want a more traditional pose. CMI’s community manager Monina Wagner’s photo radiates her personality, making her likability factor skyrocket.

Whatever you do, don’t use a selfie, company logo, you with your furry friend (unless you are a veterinarian), or your #TBT college photo. These types of images could damage your personal brand. If someone wouldn’t recognize you at a professional event based on your profile image, change it.

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If your #LinkedIn profile photo is outdated, change it says @Brandlovellc.
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Bonus tips:

• Be mindful of your background. Using a bright color (like orange) will help you stand out from the crowd, especially in a thumbnail view. See what I mean?

• Use the same image on all social media channels to help build your personal brand.
• Headshot pixel size: 400 by 400 is ideal. Width or height cannot exceed 20,000. File size cannot exceed 10MB.

How to do it:

• Move your cursor over Profile at the top of the home page and select Edit Profile. Move your cursor over your photo and click Change Photo.

Incorporate branding into your background photo

Your background photo is like a billboard for you. Use it to generate interest, build credibility and trust, and give your audience a quick glance at who you are, what you do, and why they would want to connect with you. Use the space wisely.

For example, if you are an author or consultant, include your book covers. Doing so will help position you as a thought leader and help build credibility. Check out the profile of CMI’s Robert Rose.

If you want to promote your company, include a branded image like the example below from CMI’s Michele Linn.

Or show your company pride as Amy Horgan does in her background photo.

Bonus tips:

• Consider these things when designing your background photo:
  • Creating a collage (see Robert’s photo)
  • Advertising an employer event (see Michele’s photo)
  • Showing your company pride (see Amy’s photo)
• Creating custom art is always best if you have design capabilities or can hire a pro.
• If you don’t have budget and don’t have time or the skill to create custom art, LinkedIn premium members (paid accounts) have access to an image gallery. Choose industry-related art. LinkedIn offers a free one-month trial. (You’ll also be able to see exactly who your competition is in “how you rank for profile views.”)
• If your photo is blurry or pixelated, LinkedIn recommends using a compression tool such as Trimage for Windows or ImageOptim for Mac before uploading it.
• Background image pixel size: Between 1,000 by 425 and 4,000 by 4,000 is ideal. File size cannot exceed 4MB.

How to do it:

• Hover your mouse over the background area (in the middle) and click on the Edit Background rectangular button that pops up.

Use keywords in your headline

Your headline — the text below your name — is prime real estate. The LinkedIn algorithm seems to consider it one of the few heavily weighted areas in search, and it is one of the first things your audience sees.

Your headline defaults to your current or last position. Customize it. Tell the world (specifically your target audience) who you are and what you do:

• Be descriptive and use keywords that uniquely define you.
• Include your city to help your profile stand out 23 times more.
• Support what your headline says throughout your profile.
• Use searched-for words like: content strategist, B2B blogger, author, content creator, social media community manager, or content marketer. Pamela Muldoon’s headline is a great example.

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Include your city to help your profile stand out 23x more in location-based searches via @LinkedIn
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• Promote your value proposition. Here’s an example: Proven Program Manager | Demand Generation Expert ► Driving Brand Awareness Through Integrated Marketing Campaigns

Bonus tips:

• Don’t use words like ninja, guru, super star or rock star. Instead of saying you are great, demonstrate it in your profile.
• Use keywords that your target audience would use to find someone like you. Incorporate them in your headline and summary description.
• If you need help finding relevant keywords, use the free Google AdWords tool even though it’s not directly connected to LinkedIn search.
• Headline character limit: 120

How to do it:

• Go to your profile, move your cursor over your professional headline section (or any section) and click to add, edit, or remove content.

Tell your work story in your summary

Think of your summary as your elevator pitch. Brag about yourself, but keep it real and back up your claims throughout your profile.

While not talking specifically about LinkedIn, Jonathan Kranz’s advice applies to your summary: “Facts, figures, concrete examples — these are fundamental pillars for good content.”

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Facts, figures, & concrete examples are fundamental pillars for good #content says @jonkranz
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Follow this approach to a well-crafted summary:

• Say things like “award-winning” if you have won awards.
• Cite publications where you’ve contributed articles.
• List the industries in which you have expertise.
• Add an “areas of expertise” section to incorporate relevant keywords that describe your skill set.

Dianna Huff, president of Huff Industrial Marketing, makes great use of her summary section:

Bonus tips:

• Craft the summary (and headline) as others see you. If you’re stuck, ask a friend or colleague to describe you. According to a LinkedIn study, 52% of people have an easier time talking about other people’s accomplishments instead of their own.
• Add personality to your summary. According to a LinkedIn study, nearly 87% of recruiters are looking for it.

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Add personality to your @LinkedIn summary says @brandlovellc. 87% of recruiters are looking for it.
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• Summary character count: 2,000 — use them all if possible (Write a summary of at least 40 words to rank higher.)
• Use bullets and/or symbols, in your summary section to stand out but use them conservatively. Feel free to copy and paste the symbols and bullets for your profile.

Arrows

►    ◄    ▲    ▼    ⇒  ⇓  ⇔   ⇕   ⇖   ⇗   ⇘   ⇙   ⇚   ⇛

Stars

★    ☆     ✱     ❉     ❊

Traditional bullets and ticks

■    □     ◊    ●    ♦    ◘    √

Miscellaneous symbols

™    ©    ®    ℠

Email

✍     ✎   ✑     ⌨

Phone

✆    ☏

Horizontal lines (copy and paste the lines several times)

☲☲☲☲☲☲☲☲☲☲☲☲☲☲☲☲☲☲☲☲☲☲

▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬

How to do it:

• Go to your profile, move your cursor over your summary section (or any section) and click to add, edit, or remove content.

Create a vanity URL

Your profile’s default URL doesn’t exactly roll off the tongue. Create an easy-to-understand URL. Customize like I did: http://www.linkedin.com/in/lisadougherty. This URL is far more SEO friendly.

Bonus tips:

• Include your custom URL in your email signature, resume, blog, etc.
• Vanity URL character limit: Recommended to use between five and 30 — don’t use spaces, symbols, or special characters.

How to do it:

• Change your URL by clicking “customize your public profile URL” on the right. You can learn more about the process here.

Add work samples

Images, media, and documents make your profile stand out and support the claims you’ve made in your summary. For example, if your summary or headline says you are a sought-after speaker, author, or consultant, upload examples that demonstrate your experience like Michael Brenner, CEO of Marketing Insider Group, did:

Another great example is from Roger Parker, publisher, blogger, and author. He includes a few SlideShare presentations, articles, and a book excerpt.

Bonus tips:

• Find a couple statements in your summary to represent visually. Have you contributed to an industry blog or written a post for your company? Have you given a talk or presentation? Share the link, badge from the site, slides, or video.

Buddy Scalera shares a link from an article he contributed to the CMI blog.

• Use Internet Explorer, as I’ve had trouble doing this in Chrome.

How to do it:

• Add media samples to your summary, education, and experience sections on your profile by moving your cursor over each section and clicking the “add media” icon.
• Ensure that your video, audio, and images are on the list of supported file types that your profile can link to.

Publish directly from your profile

Writing long-form posts on LinkedIn can entice viewers to stick around to read what you have to say. It also helps you be seen as an influencer to a targeted audience — your connections.

You also expand your reach to the first-degree connections of anyone who engages with your post — a previously unreachable audience. Plus, LinkedIn automatically sends a push notification to all your connections notifying them of your post, reducing your content distribution efforts.

Bonus tips:

• Create a short, catchy title. Paul Shapiro of Search Wilderness found that titles between 40 and 49 characters received the greatest number of views.

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#LinkedIn titles between 40 – 49 characters received the greatest number of views says @fighto
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• Add a custom image to your post. (LinkedIn adds the three most recent posts to your profile.)
• Don’t publish anything that is self-serving. Provide high-quality, relevant content to your audience that will help them solve a problem or inspire an aha moment. Make it useful to the reader, as CMI’s Cathy McPhillips does:

• Include a clear call to action at the end of your post. Ask your readers a question to encourage them to comment. If your post earns comments, “likes,” and shares, it has a better chance to be featured on LinkedIn Pulse, expanding the reach of your content to the potential of millions of views.
• Send a tweet to Tip@LinkedInPulse with your post to improve the odds a LinkedIn editor will see it. One of Cathy’s posts was featured in the marketing and advertising category.

How to do it:

• Learn how to publish long-form content on LinkedIn.
• Not all geographic locations have this capability at this time. You’ll see a Publish a post button on your home page when you have access.

Complete your contact information

Make it easy for people to contact you. At the bare minimum, you should include your email, location, Twitter handle, and website address. If you don’t have a personal website, include your company’s, your blog, or your LinkedIn company page. The Contact Info tab is under your connections number on the right side of the top half of your profile.

Bonus tips:

• Display up to three website links customized with your company or blog name. For example, rather than choosing LinkedIn’s standard “blog” label, brand it with keywords that indicate what your blog is about, like BrandLove Social Media Blog or Follow BrandLove on LinkedIn. This optimizes your profile and drives traffic to your other online properties.

• Website anchor text character limit: 30
• Website URL character limit: 256
• Phone number character limit: 25 (only first-degree connections see)
• Street address character limit: 1,000 (only first-degree connections see)

How to do it:

• Customize the links by editing your profile, clicking edit on your website links, and selecting “other” in the drop-down menu to customize the anchor text.

Complete your experience section

At the bare minimum, include your current position, industry, and dates of employment. LinkedIn members with current positions receive up to five times more connection requests. Also, include a high-level summary of what your role is and some key achievements. A good rule of thumb is two to four sentences to summarize each job (plus bulleted achievements).

Amy Horgan’s experience section is a great example of describing her role and work achievements:

Bonus tips:

• Link to projects, courses, certificates, honors and awards, work samples, recommendations elsewhere in your profile that relate to the position. This is more proof that you are who you say you are.
• Add your work history, not just your current job. You never know what criteria people are looking for.
• Customize your job title and company name so it’s more descriptive. You don’t have to use the default, as shown in Dianna Huff’s profile.

How to do it:

• Add, remove, or manage your experience from the Edit profile section of your profile.

Get written recommendations

While LinkedIn no longer requires three recommendations to have a complete status, it still is important to have them from colleagues, management, people you manage, vendors, or customers. Recommendations show up underneath each position for which they are written along with a thumbnail profile photo of the person who wrote it.

Bonus tips:

• Be specific when requesting a recommendation. Suggest points that:
  • Qualify your relationship by including how long you have known each other and describing your relationship.
  • Describe a project that you worked on together.
  • Note if they would work with you again or to provide their contact information for more information.
• Have at least two or three recommendations for each position.
• Solicit C-suite endorsements, which could do more for your brand than 10 recommendations from colleagues.
• Gain additional exposure when the recommendations appear in your connections’ news feeds.

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C-suite recommendations will do more for you than 10 from colleagues via @brandlovellc. #LinkedIn
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How to do it:

• LinkedIn provides detailed instructions on how to request (or remove) a recommendation.

Add skills and get endorsements

Endorsements are one-click acknowledgments of your talents from your network. They also affect your ranking in LinkedIn’s search algorithm. Having at least five relevant skills help people connect you to opportunities. According to a LinkedIn study, inclusion of these skills will result in up to 31 times more messages from recruiters and other members.

For example, I have 99-plus people who have endorsed me for social media marketing. When a hiring manager or recruiter is searching for people with the skill “social media marketing,” my profile is more likely to come up on the first few pages of the search results.

Bonus tips:

• Rearrange your skills in the order you prefer. Drag and drop the skills that match your work experience the best (and number of endorsements) near the top.
• Endorsing your connections’ skills first encourages them to endorse you. (LinkedIn notifies them that you have endorsed them.)
• Don’t send a mass email asking for endorsements. Segment your network according to how you met them or what industry they’re in. Write a personal e-mail telling them why you feel they best understand your expertise in (fill in the blank) and that you would appreciate an endorsement — if they feel you deserve it.

How to do it:

• Add, remove, or manage your skills and endorsements from the Skills and Endorsements section of your profile.

Showcase the extras

Volunteer experience and causes you care about

What you do out of the office says a lot about you and contributes to a higher search ranking. In fact, 42% of hiring managers said they view volunteer experience equal to formal work experience. Also, viewers may want to connect with you if they are passionate about some of the same causes. Take a look at Monina Wagner’s profile.

Organizations

Adding organizations and professional memberships are another way to incorporate keywords into your profile and show viewers your commitment to your craft, as shown in Dianna Huff’s profile. They also can boost location-based searches.

Publications

The Publications section is the perfect place to link to your contributed blog articles, e-books, and other cited work. Take a look at Buddy Scalera’s profile. He links directly to Amazon where you can purchase his book. Brilliant.

Courses

If you don’t have a degree or certification that reflect your experience but have taken professionally related classes or received on-the-job training, showcase those in the Courses section.

Certifications

If you have some college education but didn’t finish, add any industry-specific training you have completed in the Certifications section. Include a link to allow viewers to learn more.

How to do it:

• Go to your profile, move your cursor over each section and click to add, edit, or remove content. Click on the View More button to see all the profile sections available.

 Add projects

Adding a Projects section allows you to name your project and input a URL so viewers can click to see what you did and give the originating site an inbound link. You can specifically relate your project to a position that you currently hold or to a previous position.

Bonus tips:

• Add side or personal projects. Andrew Hanelly, creative director at Rev, says, “Usually, marketing job applicants emphasize the wrong details to an agency or brand. They focus on work experience, but what I get excited about are side projects. One amazing hire had a Tumblr (account); it was just a small note on his resume, but I found out he had about 100,000 followers, and I recruited him based on that.”
• Add team members if you are connected to the project collaborators.

How to do it:

• Add sections for projects by moving your cursor over each section and click Projects to add content. Click on the View More button to see all the profile sections available.

Join groups

Join groups related to your industry or niche and be an active participant in two or three. Only 16% of LinkedIn members are in the maximum number of groups (50). According to LinkedIn, your profile is five times more likely to be viewed if you join and are active in groups.

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According to @LinkedIn, your profile is 5x more likely to be viewed if you join & are active in groups.
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When participating in group discussions, remember that groups are about community not about you or your services. Andrew Davis generally suggests sharing four relevant pieces of content from influencer targets and one original educational piece of content for every sales-related piece of content.

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For every 1 sales-related content piece, share 4 from influencers & 1 original educational. @DrewDavisHere
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Bonus tips:

• Directly message a member of the same group, bypassing the first-degree connection requirement.
• View profiles of members of the same group without being connected.
• Read these best practices on group participation so you don’t get sent to LinkedIn jail.

How to do it:

• Find and join a group by searching for relevant groups from the search field at the top of your home page.

Rearrange your profile

LinkedIn enables you to reorder the sections of its profile template. For example, Vishal Khanna moved up his Honors and Awards section to directly below his Summary section.

Bonus tip:

• You only have a short time to impress your viewer. What are you most proud of? Awards? Skills? A SlideShare presentation? If you’re a recent grad and don’t have robust experience, move Education to the top. Rearrange your profile so your most important work is at the top.

How to do it:

• LinkedIn provides instructions on how to change the order of sections on your profile page.

Change your public profile settings

Once you’re satisfied that your LinkedIn profile is the best version of yourself and all sections are complete, choose to show all sections or just a few by adjusting your public setting. Setting your profile to full public view gives you several advantages:

• Your LinkedIn profile will appear when anyone searches for you on Google, Yahoo!, Bing, etc.
• It can be displayed to LinkedIn members who email or have meetings with you if they connected their email or calendar apps to their LinkedIn account.
• You can print your profile to a PDF format.

Bonus tip:

• Including most sections of your profile adds credibility to your profile when potential hiring managers are trying to determine the credibility of a potential candidate or execs looking to do business with you.

How to do it:

• Go to your profile, and click the “settings” icon next to your URL. Next, click on the pencil icon to edit. Make sure that you enable the setting that allows anyone to see your public profile.

Build your network

Once your profile is in good shape, work on building your network — not only does this help you grow your connections, it also helps you get found more through search. It makes good sense to surround yourself with good company. Start building up your network with vendors, industry influencers, friends, coworkers, and former coworkers to build up your personal brand. Here are some things to keep in mind:

• When asking to connect with someone, use “we’ve done business together” rather than “friend.” Do some quick research before reaching out and include a personal note that explains how you know the person, or where you met, or who you have in common. For example, let them know you just purchased their book, are in the same group, or saw them speak at a conference.
• Beware. If you invite too many people to your network and they mark your invitation as someone they do not know, you will be banned from inviting new people to your network unless you know their email address. LinkedIn doesn’t say specifically how many is too many, but I’ve heard between five to seven “I don’t knows” triggers restriction.
• You are allotted 3,000 invites and required to enter a Captcha (verifying you’re human) for each invite over 100 sent in 24 hours.

Bonus tip:

• LinkedIn has a feature that allows you to segment your connections. Once you’ve made the connection, make sure you “tag” them into certain folders. This turns LinkedIn into a powerful CRM tool that allows you to target messages to individuals or groups of people. There isn’t an easy way to go back and tag your contacts except one by one, so I highly recommend doing this each time you add a connection.

How to do it:

• You can tag or untag anyone who’s saved in your LinkedIn Contacts. They can be added to a person’s profile or from your Connections.

Conclusion

With over 433 million members and recognition as the go-to social media platform for professionals, LinkedIn cannot be ignored. A lively and comprehensive profile can be your ticket to a plethora of opportunities that will come knocking on your virtual door. If you follow these tips, you’re well on your way to making a killer first impression and your Who’s Viewed Your Profile chart will no longer be flatlining week after week.

How has your LinkedIn profile helped your personal branding? What opportunities have you seen because of it?

Want to continue building your personal brand and expand your content marketing skills? Subscribe to CMI’s daily newsletter with tips, trends, how-to, insight, and more.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post 60+ LinkedIn Profile Tips for Marketers appeared first on Content Marketing Institute.

Every year, a large majority of product launches fail. There’s debate about exactly what percentage—some say it is 75%, others claim it’s closer to 95%. Regardless of which number is right, there is no doubt that a lot of time and energy go into marketing products that will no longer exist in a year. Why is this? Some of the failure is likely attributable to the fact that many company leaders, including executives, have what’s called marketing myopia—a nearsighted focus on selling products and services, rather than seeing the “big picture” of what consumers really want.

I talked with John Deighton, a professor at Harvard Business School and an authority on consumer behavior and marketing, to better understand this classic concept, its origins, and its relevance to organizations today.

Where did the concept originate?

The term was coined by the late Harvard Business School marketing professor, Theodore Levitt, in a 1960 article by the same name (republished in 2004). The “heart of the article,” according to Deighton, is Levitt’s argument that companies are too focused on producing goods or services and don’t spend enough time understanding what customers want or need. Therefore, he “encouraged executives to switch from a production orientation to a consumer orientation.” As Levitt used to tell his students, “People don’t want a quarter-inch drill. They want a quarter-inch hole!”

“The genius of the original article is that it is so easy to be myopic when it comes to marketing,” says Deighton. “Any marketer is obligated to be concerned with programs, tactics, campaigns, etc. Unfortunately, the clock never stops long enough to answer the question, ‘Why are you doing what you are doing?’ So it’s far too easy to lose sight of the big picture.” The other thing that made the article so significant at the time of its publication is that it reminded CEOs that marketing is part of their job: “[Levitt] tells the leader of the organization: you are in business because you have a customer. Therefore you have to think about marketing,” Deighton explains.

What is marketing myopia?

The myopia that Levitt describes is a lack of insight into what a business is doing for its customers. Organizations invest so much time, energy, and money in what they currently do that they’re often blind to the future. They get lulled into thinking they’re in a “growth industry,” which, according to Levitt, don’t exist. Instead, there are really only companies continuously capitalizing on growth opportunities.

There are several examples in the article that illustrate the main concept, that your product is not your business. Perhaps the most famous is the railroad lines, which Levitt argues fell into steep decline because they thought they were in the train business rather than the transportation business. If those leaders had seen themselves as helping customers get from one place to another, they might’ve expanded the business into other forms of transportation like cars, trucks, or airplanes. Unfortunately, they let other companies seize those opportunities and steal away their passengers instead.

Luckily, there is a cure for marketing myopia. Levitt suggests that leaders ask themselves: What business are we really in? Deighton says that the best way for leaders to answer that question is by asking themselves another: What are we really doing for the customer? Successful companies focus on customer needs, not their own products and services, which can—and will—be replaced by competitive alternatives, either ones they make themselves or those produced by existing or potential competitors.

How relevant is it today?

Deighton says the idea of marketing myopia is “still very applicable” today, “in part because the original idea wasn’t very prescriptive. Levitt didn’t offer ‘ten steps to eliminate marketing myopia’. Instead, he was all about provoking people to think differently.” In fact, Deighton still uses the concept frequently when he introduces what marketing is to business school students.

And you don’t have to look very far to see companies or industries that are suffering from this malady today. Deighton points to an example close to home for this writer: the publishing industry. He suggests that it’s time for publishers to ask Levitt’s central question: What business are we really in? “There seems to be a myopic attachment to the word ‘publish’ that is a production-oriented take on the industry. But what are customers really looking for?” They don’t want newspapers or magazines, he says. “They want to be entertained, informed, stimulated, by people more interesting than their friends and acquaintances,” he argues. “Only a production-oriented publisher would defend the form of delivery over the value of the experience it delivers.”

There are, of course, contemporary companies that are taking Levitt’s advice to heart. Deighton points to IBM Interactive Experience, IBM’s consultancy that combines analytics, design, and technology (and brings in $2 billion in revenue) as an “attempt to think past what they produce and say, ‘we’re not in the business of information processing, we’re delivering the communications that are valued by consumers.’”

How has marketing myopia evolved?

The concept has stayed in tact over the last 50-plus years. Deighton says that that is because the original article was like a “polemic, almost like a religion. And any attempts to augment, complicate, or interfere with the polemic don’t work.” The idea has become the foundation of modern marketing.

That’s not to say it doesn’t have its limits. In 2010, Craig Smith at INSEAD, Minette Drumwright at UT Austin, and Mary Gentile at Babson, published a paper called “The New Marketing Myopia.” They posited that marketers have taken Levitt’s advice to an extreme, creating a new kind of short sightedness, marked by a single-minded focus on the customer, a narrow definition of the customer, and a failure to address the multiple stakeholders who have arisen out of the “changed societal context of business”. There is no doubt that Levitt believed the entire corporation must be viewed as a customer-creating and customer-satisfying organism, and Deighton admits that this is one of the potential pitfalls of Levitt’s original idea: it “puts great trust in the consumer.” In his original article, Levitt acknowledged how difficult it can be to listen to customers; he wrote: “Consumers are unpredictable, varied, fickle, stupid, shortsighted, stubborn, and generally bothersome.” But Smith, Drumwright, and Gentile go even further, arguing that it’s not just about listening to consumers but about hearing all of the stakeholders who contribute to your company’s success, such as employees, suppliers, shareholders, competitors, media, and community members.

Deighton says that the concept of “industries” has also been challenged over the last decade or so. The industry a company is in today may not be the same one it’s in next year: “In today’s very fluid times, it’s more accurate to say ‘eco-system.’ Disruptions are constantly challenging the stability of industries.” Take programmatic ad buying. As Deighton explains. “People who apply technology to ad targeting don’t necessarily think they are in a particular industry. They recognize that the product will change, the medium will change, everything on the production side is in play. The only constant is the consumer need they fill.”

Marketing myopia remains an important reminder of the risks your company runs if you don’t pay close attention to your consumers’ needs. Levitt believed that executives couldn’t predict the future—and shouldn’t try. Instead, by concentrating on meeting customer needs rather than on selling products—by always keeping in mind the business that they’re really in—companies could be better prepared for whatever the future would bring.

The way most Americans build wealth is no secret: Save, invest, repeat. How average people keep their wealth, though, gets a lot less attention.

It boils down to how they handle risk. It’s hard to accumulate wealth without taking some risks, but there are perils that “next-door millionaires” seem to avoid.

Next-door millionaires weren’t born into wealth. They haven’t invented killer apps or won the lottery, exercised a pile of stock options or played professional sports. They’re the majority of millionaires, and they include teachers, small business owners and professionals who accumulate wealth gradually over time. They’re often in their 50s or 60s before their net worth ticks over to seven digits.

Research into how they think and act can give other regular folks some good insights. Here are some rules of thumb you might consider applying to your own finances.

FOLLOW THE ‘ONE HOUSE, ONE SPOUSE’ RULE

Marriage can really benefit your financial life. People who get and stay married tend to be much wealthier than never-married singles, according to research by Jay Zagorsky at Ohio State University. By retirement age, married people have nearly 10 times the financial assets of singles, according to a study by the National Bureau of Economic Research.

But divorce can dramatically shrink your wealth. Zagorsky found that people who split up experience an average wealth drop of 77 per cent. So while the uber-rich may be able to divorce and remarry with relative impunity, dividing assets can be wickedly costly for everyone else.

Sticking with one house can pay off, too. Every time you sell a house and buy another, you’re giving up a chunk of your wealth to commissions and moving costs. Trading up also means staying in debt longer if you take on a new, 30-year mortgage with each purchase. If your home has appreciated substantially, you also may owe capital gains taxes on the sale. (The first $250,000 of home sale profit is exempt for singles, or $500,000 for a couple.)

If instead you keep the house and bequeath it to your heirs, it gets an updated value for tax purposes, and that gain is income-tax free. Paying off a single mortgage over time, or refinancing only to shorter-term loans, can leave you with a ton of equity that you can borrow against in an emergency or use to help finance your retirement.

TAKE RISKS, BUT DON’T GAMBLE

“Safe” investments don’t get you anywhere. The returns on Treasury bills and bank accounts insured by the Federal Deposit Insurance Corp. don’t even keep up with inflation, so you’re actually losing wealth over time. But next-door millionaires aren’t speculators, either. Millionaire portfolios tend to be widely diversified, with investments in stock funds, bonds, cash and real estate.

The most popular investment choice? Low-cost Vanguard index funds, according to the 2014 CNBC Millionaire Survey.

TEACH YOUR CHILDREN WELL

Some people question the value of a college education, but in wealthy families, it’s usually a given, says Myra Salzer, an inheritance coach and founder of the Wealth Conservancy in Boulder, Colorado. Nine out of 10 millionaires surveyed by BMO Private Bank in 2013 had a college degree and over half had a professional or graduate degree. (For comparison, just 36 per cent of people ages 25 to 29 had college degrees in 2015 and only 9 per cent had graduate degrees, according to the National Center for Education Statistics.)

Eight out of 10 millionaires told the 2014 CNBC Millionaire Survey that wealth inequality was due at least in part to wealthier families’ greater access to education. Encouraging your kids to go to college, and helping to pay for it if possible, could help your kids get on the right side of the have versus have not divide.

DON’T DIY YOUR MONEY

Seven out of 10 millionaires surveyed by the Spectrem Group in 2014 used financial advisers. Many said the primary benefits were improving their knowledge of investing, having access to a wider range of investment opportunities and boosting their returns. Also on the list: peace of mind and being able to delegate to experts.

You don’t necessarily need a fleet of advisers, attorneys and tax pros, especially if you don’t have a lot of money. But expert guidance is available in many forms. You can, for example, use the target-date retirement fund options in your workplace 401(k) or opt for an automated financial adviser that uses computer algorithms to invest and rebalance your money.

These approaches tend to be carefully designed and executed with an eye toward balancing risk and return. They’re far more likely to help you build your wealth than your own efforts to pick stocks, since most investors fail to beat the markets.

A BIG TAX BILL MEANS YOU’RE WINNING

In fact, a tax bill of any size means you’re doing better than a lot of Americans. A large chunk of U.S. households — 45.3 per cent, according to the latest Tax Policy Center estimate — don’t pay federal income tax because they don’t have enough taxable income. (Some still owe state taxes, and most who have jobs pay Social Security and Medicare taxes.)

The loathing some people have for taxes can lead them to do pretty stupid things with their money. They might buy variable annuities to defer taxes, not realizing that excessive fees can erode their returns and that they could pay more in taxes in the long run. (Annuity withdrawals are taxed as income while other investments may qualify for lower capital gains rates.) Or they keep a mortgage just for the tax deduction, which is like giving someone a dollar just to get a quarter or two back in change.

It’s OK to consider strategies to reduce your taxes, but tax considerations shouldn’t drive your investment and financial decisions.

_____

This column was provided to The Associated Press by the personal finance website NerdWallet.

Liz Weston is a columnist at NerdWallet. Email: lweston@nerdwallet.com. Twitter: @lizweston.

RELATED LINKS

NerdWallet: How to choose a robo-adviser

http://nerd.me/3_Investing

CNBC: Shockingly boring investing secrets of millionaires

http://www.cnbc.com/2014/12/11/whats-inside-the-millionaire-stock-portfolio.html

MarketWatch: Most investors fail to beat the market

http://www.marketwatch.com/story/almost-no-one-can-beat-the-market-2013-10-25

The post Liz Weston: Secrets of next-door millionaires appeared first on Canadian Business - Your Source For Business News.

I’ve always suspected that most marketers don’t have the time or budget to implement mega-vendor marketing clouds.

When I was CMO at a Fortune 500 company, I was sold on the vision of an all-in-one marketing cloud. The pitch sounded perfect – a single suite of technology from one vendor to automate complex tasks, analyze huge amounts of data, and deliver personalized, relevant experiences to customers. The reality was far from perfect. When I actually implemented one of these products from Oracle, it took a million dollars, ten of the best technical people on my team and a year of consulting time to get it up and running. Even then, only one person in the business really knew how to use it. I thought if a Fortune 500 company with a multi-million dollar budget and an army of people had trouble implementing a mega-vendor marketing cloud, how do other businesses do it?

It turns out, most of them simply can’t.

Marketers prefer easy to use, affordable solutions

Campaign Monitor recently surveyed 500 marketers at mid-sized businesses to find out what martech tools they’re using, how they’re using them, and what they like or don’t like about them. These are professionals who want to create marketing campaigns of the same caliber as the big guys, but they don’t have the multi-million dollar budgets or armies of people. We found that these marketers are overwhelmingly embracing self-service tools, not all-in-one marketing clouds. They prefer solutions that are easy to use, affordable and work seamlessly out of the box. They want the flexibility to build powerful stacks of technology, unique to their business needs, that integrate with one click.

When you consider budgets alone, mega-vendor marketing suites immediately break the bank. More than 40% of marketers at mid-market companies we surveyed have less than $50,000 per year to spend on marketing technology. Simplicity is also crucial, whether it’s technology for landing pages, social media, content marketing, SEO, website testing, or analytics. More than 98% of marketers want products that can be set-up and used by people with minimal technical skills.

It makes sense. Marketers are busy and most of us don’t have degrees in computer science. We want to deliver results for the business and look like heroes to the rest of the company without breaking a sweat. Self-service tools are delivering better results than a “master of none” marketing cloud.

Where to start when building your marketing stack

While it can seem overwhelming to build a martech stack from the bottom up (the modern marketer’s stack consists of 17 products or more), there are a few logical places to start:

• Focus on setting up a world-class website. A website is the face of your company and critical to the success of many marketing campaigns. Every email campaign you send or Google Adword you buy is done with the intention of driving potential buyers to your web pages. If your business is a house, the website is the front door and it needs to look great and convey the right message. More than 50% of companies that we work with use WordPress to power their websites. I also recommend using Google Analytics for tracking and Optimizely for website testing to make sure it’s performing precisely the way you want.

• Put email marketing to work and measure the results. Email marketing is foundational to a great digital marketing strategy. Everyone on the Internet has an email address that they readily share with brands they respect and want to do business with. When asked to rank the technology that delivers the highest ROI, the marketers we surveyed said email marketing topped the list. More than 70% of marketers with a best-of-breed stack and 67% with a mega-vendor marketing cloud rely on email marketing. It remains the number one way companies communicate with their customers and consistently delivers $38 in sales for every $1 invested.

• Use real-time customer data as the heart of every campaign. Whether you are a B2B company using Salesforce, or an online retailer using an e-commerce system like Shopify or Magento, it is critical to have a centralized system of customer data that integrates seamlessly with other core marketing technologies. Applying customer data in real time to marketing messages makes them more timely, personalized, and relevant, which boosts customer engagement and ultimately drives sales.

Once you have the right technology to support these core marketing functions, you can augment your ideal marketing stack with other incredible tools. With a small budget and a few days, you might set up Moz for SEO, AdRoll for retargeting, or Unbounce for microsites and landing pages. Integration is the key to success here – each technology must work out of the box and connect in one click to a customer data platform such as Salesforce or Shopify. It’s important to remember that a great DIY marketing solution is less about the specific technologies and more about addressing your company’s unique needs.

Wrap up

There’s no denying that mega-vendor, expensive marketing clouds accessible to the Fortune 500 don’t work for the vast majority of companies. Even people using those single-vendor suites still have a martech stack that includes other CRM systems, advertising tools, website platforms, testing tools, and more. As the marketing landscape evolves, so must our technology – the simpler, the better. The true power of marketing technology is in its ability to meet the specific, individual needs of every organization.

Modern, successful salespeople lead with a message personalized to the buyer’s context, not based on what the seller's goals are.

The seller no longer has all the power because buyers can get virtually whatever information they want about a product on the internet.

So building out your sales process to be personalized is essential -- otherwise you won't provide any value to your buyers. Context for that personalized message could be the buyer’s industry, role, interests, common connections, or buyer activity on social media or the seller's website. To do this, salespeople have to put themselves in their buyer's shoes. At scale, this means creating buyer personas that salespeople can use as a barometer against the prospects they speak with. 

The 3-minute video below is an excerpt from HubSpot Academy's free sales training course.

It explains best practices for segmenting your target market, creating buyer personas and includes an example company to demonstrate these techniques in action.

Interested in more videos like this? Register for HubSpot Academy's free sales training course.

With all of the different media available now for reaching out to prospects, we still need email to get the job done. Sure, it’s not the flashiest or the most contemporary form of communication, but it is still ubiquitous. The average American employee spends over six hours per day checking email, and respondents in the 18-34 demographic indicated that they spent even more time on their work email than older employees. Sometimes reaching out to a prospect with a cold sales email is the beginning of a long-term, mutually-beneficial business relationship. Far too often however, impersonal and overwhelming sales emails can lead the prospect to close the door on your company and lock it too, all before you’re even within view of the doorway.

Twenty-first century B2B buyers have so many commitments vying for their attention, and they’re so attuned to marketing and sales material that you may think it’s nearly impossible to get them to respond to a cold email. But just because they’ve grown accustomed to the practice doesn’t mean they aren’t looking for innovative solutions to legitimate problems. They expect you to be honest, respectful of their time, and they want to connect with you on a personal level, just like with any human interaction.

You’re not a sales robot, so don’t write like a sales robot

The most fundamental aspect of writing a cold sales email that people will want to read is also the simplest, yet sales reps still forget it constantly. It has to sound like an actual human being wrote the email, or else it’ll end up in the spam or trash folder without a second glance. This isn’t the time for a formal letter that sounds like it was drafted by a legal team to be submitted to the court.

Address your prospect by their first name, be straight and to-the-point, and do not unnecessarily fill the space with fancy graphics and statistics in an attempt to prove your authority. Reach out to them as if you’re a human who wants to have a conversation with another human, and you’ll pique their interest as to what benefits this relationship could bring.

Find something you can use to create a personal connection

With so much information available through social media and corporate websites it’s possible to find some fact that you can use as an icebreaker in almost any situation. Don’t use this as an excuse to break any ethical or legal barriers by attempting to gain access to private information through unscrupulous means, but by doing some cursory research you should be able to find a basic conversation starter. Even if you can’t discover anything about the prospect themselves, you can use any connection you have to their brand or industry to kick things off.

Give them just the details they need to keep reading

Let’s say for argument’s sake that you have a great product that you’re knowledgeable and passionate about, and you’re sending a cold sales email to a well-targeted prospect whom you know can stand to benefit from doing business with you. That’s great, but you might also assume that this email is the time when you’re going to dazzle your prospect with spectacularly detailed information about your offering so that there’s no chance they won’t understand why they should continue the conversation. It’s not the right time! A litany of dense information is going to cause their eyes to glaze over at this point, so be reticent with the details until you’ve already established an interest. Focus on introducing just one idea at this point, such as how you’ve helped company X increase productivity by a certain amount and you’d like to do the same for them.

Only automate if you have the data to back it up

You can do some great things with quality sales automation software, but if you don’t have a solid database of CRM information to draw from then automation is going to make the email sound impersonal. Again, many of these automation programs go heavy on the graphics and images in an attempt to make the content stand out, but at this stage you should eschew this strategy in favor of personal details that will connect you with the audience.

Get to the point in the CTA

Make it short and sweet, but always end your cold emails with a clear call-to-action. Remember that it’s important to respect their time (they’ve already committed some to you by reading to the end of your email!), so make sure your request in the CTA doesn’t require too much of an investment. This is only the beginning of a multi-stage process, so not everything has to be covered in this or even the next conversation.

If you don’t like the first few episodes of a TV show, do you stick with it until the series finale?

Probably not. It’s unlikely you’ll suddenly start loving it, and there are plenty of other options out there.

Unlike a show, your prospect probably won’t stop the sales presentation if the beginning doesn’t go particularly well. But the first 10 minutes can determine whether the entire meeting is a success or a failure -- which means you need to nail the opening.

Read on to discover the crucial things you should do at the beginning of every presentation.

1) Confirm Your Audience

It’s easy to tell who you’re speaking to when you’re giving an in-person presentation -- after all, they're sitting right in front of you. But when you’re on the phone or sharing your screen, it could be just your prospect on the other end -- or it could be your prospect plus several other stakeholders.

Knowing your audience is essential, since it lets you tailor your message to each person’s specific needs, goals, and involvement in the buying process.

Ideally, your prospect will let you know in advance if other people are attending. But don't count on them to do the legwork for you.

At the beginning of the sales presentation, quickly clarify who you’re talking to by saying,

“Is it just you and me today, [prospect], or do we have others joining us?”

If there are more people on the call than you expected, ask everyone to introduce themselves -- and pay special attention to their titles, since those will help you figure out their role in the deal.

Not sure why someone is attending? After they introduce themselves, say:

"Great to meet you, [name]. So I can make this relevant to you, is there anything in particular you're hoping to learn today?"

If you think there's a stakeholder who should be on the line, but isn't, consider speaking up. Not only will including the right people help you avoid internal obstacles and speed up the deal, but it'll show your prospect that you're experienced and helpful.

Here's a soundbite:

"[Prospect], I'm wondering if the person who handles [project, responsibility, KPI] for you should hop on the call as well. I've found it's helpful for them to [hear about our tools for X, ask questions about Y, share the perspective on Z]. If they're busy right now, I could also send them the call recording."

2) Build Rapport

Next, before you get into the nuts and bolts of the presentation, build some rapport.

Setting a friendly, natural tone from the very beginning is important, as it’ll make the buyer more engaged and interested. Plus, getting them to open up early on means they’re more likely to ask questions during the actual presentation, which could allow you the chance to handle an objection or concern before it derails the deal.

Instead of asking how their day is going or what the weather is like in their town, compliment something about their website or business.

Here are a few lines you might use:

• "I saw you just launched a new product -- it looks awesome. What was the inspiration behind that?"
• "I love that you guys offer [X service]. Seems like not many companies in your space do."
• "I checked out your [reviews, case studies, testimonials]. You're killing it with [common theme]. Any tips I should pass on to my coworkers in [relevant department]?"

3) Set the Agenda

A presentation without an agenda usually feels like a string of unrelated facts rather than a tightly woven narrative.

Setting an agenda gives buyers a clear roadmap of where you are, where you’re going, and where you’ll end up by the end of the meeting. Not only will their level of comprehension skyrocket, but knowing the plan will make them feel more in control. Empowered prospects speak up -- so you'll get better insights into their mindset throughout the meeting.

Try the “Purpose, Benefit, Check” agenda:

• State the purpose of the meeting: What are the main things you’ll be discussing?
• Explain the benefit to the prospect: How will having this information help them?
• Check that you’re in alignment: Ask, “How does that sound to you?” or “Was there something else you’d like to cover as well?"

This approach lets you quickly and easily get everyone on the same page.

4) Say You're Open to Questions

Your demo or presentation should be interactive. Nothing makes prospects stop listening more quickly than when you throw an endless list of facts and numbers at them. Instead of lecturing your audience for 20 or 30 minutes straight, have a conversation with them. Make sure they know you're open to -- in fact, welcome -- questions. As an added benefit, encouraging them to ask questions makes you more likely to hear their objections while you still have time to resolve them.

A few good lines to use, ranging from funny to formal:

• "Ask any questions that come to mind. Seriously, I like the sound of my own voice as much as anyone else, but this will get boring fast if it's just me talking."
• "I'd much rather have a discussion than present for a half hour -- although I can do that too -- so please jump in with questions or comments throughout."
• "Please stop me at any time if you have a question. I'm happy to give you more information or simply explain things a different way if they're not clear."

5) Recap What You Know

Looking for the perfect segue into the actual presentation? In one to three sentences, summarize your prospect’s pain and/or your current understanding of their situation.

Outlining their biggest challenges has a couple benefits. First, it focuses the conversation. Second, it sets you up to discuss your product’s features specifically as they relate to your prospect’s challenges, which will boost their engagement.

Here’s an example:

"During our last conversation, you shared a few things you were frustrated with or hoping to improve -- specifically X, Y, and Z. Does that sound right to you?"

Once the buyer has confirmed your overview, you can smoothly transition into the presentation itself by saying, “Great -- let’s walk through how [product] can help with those challenges.”

Optional: Set an Upfront Contract

Many reps wait until the end of the presentation to discuss next steps. This sequence makes sense: Assuming the presentation goes well, buyers are more interested in moving forward at the end (or at least have a clearer idea of what they'd like to do next).

However, if you find that your expectations for the meeting’s outcome are frequently out-of-sync with your prospects', establishing an agreement at the very beginning may be a good idea.

Dave Mattson, CEO and president of Sandler Training, suggests creating an "upfront contract" by stating your desired outcome right off the bat.

Here’s some sample wording:

“If you feel by the end of the demo that [product] will help you solve [X and Y business challenges], can we agree to [next step]?”

There are only two possible outcomes: the buyer will agree to your suggested next step, or they'll disagree. If it's the former, you know that you're completely aligned on what will happen after this meeting. If it's the latter, you'll have the opportunity to probe into their reservations and expectations -- and find a compromise.

Start off strong by including these elements in the beginning of your sales presentation. Your prospect will be hooked from the start -- making them more likely to stay engaged until the end.

Editor's note: This post was originally published in August 2016 and has been updated for comprehensiveness and freshness.

Every year you read new reports about how visual content is more engaging to readers than text-based content.

The data is pretty compelling, actually. Especially when it comes to infographics.

• Colored visuals increase people’s motivation to read a piece of content by 80%.
• Infographics are liked and shared on social media 3 times more than other any other type of content.
• Publishers who use infographics grow their traffic an average of 12% more than those who don’t.

You know that infographics work well to engage readers, make your content more memorable, and get more shares and likes on social media.

What you might not know is that making your infographics interactive can actually help you create a two-way dialogue between you and your customers.

An interactive infographic is one that combines the graphics and data of a standard infographic with interactive elements like animation, video, surveys, and polls.

Making your infographic interactive encourages the reader to engage with the content, instead of just reading your infographic and/or absorbing the visuals. In other words, you’re not just visualizing the data for readers, you’re helping them participate in it.

Read on to learn the 4 steps to creating an interactive infographic that really gets your customers’ attention – and gets you valuable feedback in return.

1. Decide on the Data

As fun as infographics are to read, they really are all about the data. The data you choose will guide all of the content – from copy to graphics.

So first things first. What data do you want to share with your audience?

• A research report with findings that would be meaningful to your customers.
• Survey data you collected that would be interesting to readers.
• A process or policy you want your audience to better understand.
• Key takeaways from a presentation.
• Publicized results from an industry report or survey.

Infographics can (and should) be fun! Starting with the data doesn’t mean the infographic has to be academic or boring. Here’s a cool one from Column Five that shows you the calorie count and alcohol content of those happy-hour drinks you guzzle on Friday nights.

Just make sure if you’re citing data from other companies and organizations, you link to the original source in your infographic. Most people include the list of sources as footnotes or endnotes.

2. Reveal the Story

Data is just information until you put it in context. So once you’ve decided on your data, you need to begin creating that context for your readers with a story.

Sometimes the data tells a story all on its own. Startling statistics don’t often need a lot of copy to introduce their meaning to the reader. But more often than not, you’ll need to paint the picture with an engaging story.

First, decide if you’re educating, inspiring, entertaining, or informing the reader. Once you have that end-goal in mind, decide what specific pieces of the data will help you tell that story best.

Like any good story, your infographic will need a beginning, middle, and end. Write a brief intro, let the data do the heavy lifting to tell the story in the middle, and then wrap up the infographic with a conclusion that includes a CTA (call-to-action).

Of course, not every infographic needs a CTA – but if you’re creating an infographic as a marketing tool, you’ll want to include one.

Here’s an example from the New York Times that beautifully illustrates the story of Japan’s new Himawari-8 weather satellite and its 144 photographs of our planet per day.

3. Get Interactive – Really

Here’s where the rubber meets the road with today’s interactive infographics.

It used to be that animation or video was all it took to call an infographic “interactive.”

Not anymore.

By definition, interactive means two people or things influencing or having an effect on one another. It also means a two-way flow of information.

Animation and video make infographics more interesting, sure. But to really create that dialogue – that two-way flow of information – you need to involve the reader’s real-time input.

Truly engaging interactive infographics ask the reader to do something. To enter information or make a selection.

Take a look at how Cross Country Home Services did it using SnapApp.

To navigate through the infographic, the reader is asked to choose an area to focus on. It’s a simple request, and one that doesn’t require much cognitive energy for the reader – but it gets them directly engaged in the infographic.

Additionally, this two-way interaction allows you to gather valuable information about your audience.

Once you have your data and you’ve decided what story you want to tell with it, you’ll need to decide what interactive elements you want to add.

To zero in on the right elements, ask yourself these three questions:

1. What conclusion do you want the reader to come to at the end of the infographic?
2. What more information does the reader need to know?
3. What information do you need to know about your customers?

4. Bring It to Life With the Right Visuals

You have all the content ready to go and you know how you want the reader to interact with your infographic. Now it’s time to bring it to life with a visual theme.

Many businesses stick close to their branding when they design their infographics. And there’s certainly value in the consistent experience that brand visuals bring to the table. Just don’t forget your customer in this situation.

Make sure the visual design of your infographic will speak to your customers, first and foremost.

Look at how Save On Energy did it with their infographic about how solar panels work.

The audience for this infographic is solar panel buyers. It’s clearly designed to appeal to the target customer, with only hints of the company’s branding throughout.

Create an Infographic Your Customers Can Sink Their Teeth Into

Animated infographics used to be the sole residents of the “interactive infographic” category.

But oh, times have changed.

Now you can create infographics that really get readers involved in the story you’re telling with the data.

Whether you’re an established business or just getting started, developing your brand is always a must. Knowing who you are, what your message is, and how to get that message to buyers is the most important aspect of your marketing. Starting without understanding your brand will only lead to confused buyers and lackluster revenue.

Even if you have a pretty good grasp on your brand, you can always use a refresher, right? Getting back to the basics is important to building and maintaining a rock-solid foundation for your business. Let’s go back to the beginning and discover how you can develop your brand from the ground up.

Define Your Business

Maybe it seems a little silly to go back to the very beginning, where you decided on a name for your company. And, of course, you’re already aware of your industry, location, and market size. Still, this is the very foundation of your brand. Your understanding of even these smallest things will help you develop a stronger, more powerful brand.

For instance, let’s think about your business name for a moment. Did you think long and hard before coming up with a clever pun? Maybe you own a flower shop called Best of Buds. One of my favorites is the classic Tequila Mockingbird. If you went for the giggle when naming your business, then that’s part of your brand. You want people to immediately recognize your lighthearted approach to your company.

The name you chose for your company sets an immediate tone, whether you realize it or not. If you’re not sure you got it right, take a moment to ask some trusted colleagues what their first impression is. You’ll learn a lot with just that one question.

Investigate Your Competitors

If your ideal customers aren’t buying from you, who do they buy from? What is so compelling about that competitor that it draws your target audience away? Determining what makes your competition different is one of the fastest ways to determine how you are different.

Let’s imagine you’ve opened a local bank and named it Neighbors Financial Solutions. You’ve got the attention of the families in town, but your biggest competitor manages to get all the high-end investment accounts, and you don’t know why. We could drill right down to the name you chose for your business, which elicits mental images of small-town, friendly service instead of investment sharks like the global financial institutions have. In just one quick question, you’ve determined your competitor’s difference, but you’ve also discovered your own.

Of course, you can’t simply stop at the name of your business. You must investigate every aspect of your brand to determine where you can set yourself apart from the competition.

Recommit to Your Vision and Mission

The reason your business is different from your competitors is because you have your own vision and mission for your brand. Your mission is your why—why did you build your company? What did you hope to accomplish? No one, not even the competitor most comparable to your brand, could possibly have the same why. No one else will have the same vision for your company’s future.

Rediscover your why and recommit. You may have lost sight along the way, or maybe you started with the wrong vision to begin with. Any company’s mission should be obvious to its customers. Is yours? Do your buyers know why you do what you do? If you don’t, they can’t.

Evaluate Your Brand Position

Now that you know who you are, why you’re in business, and how you’re different, it’s time to evaluate your brand position, which could also be called your unique value proposition. This tells you and your buyers everything in one simple statement. Your bank may be “the neighborhood bank where everyone is family” or “the financial institution with years’ of experience in investments.” See how easily your brand position could set you apart from competitors?

You’ll notice we haven’t even touched on your logo, colors, or tag lines. You can’t build a brand on aesthetics alone. These foundational elements must be addressed before you begin designing collateral and building a reputation. We’ll investigate the optics of your brand next time.

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B2B buyers rely on white papers to make informed purchasing decisions. However, many white papers aren’t helpful – they’re boring sales pitches that put readers to sleep. Here are some tips that will help you create white papers that engage leads and convert them into customers…

White papers are a B2B marketing workhorse.

B2B buyers – especially technology buyers – rely on them for in-depth information when making purchasing decisions. In fact, 71% of B2B buyers have read a white paper in the past year.[1] They tend to read white papers across all stages of their buying journey—from awareness to decision.

When done correctly, white papers can present a compelling argument for your product or service.

However, many white papers miss the mark and fail to engage high-quality leads. Here are nine common mistakes that drive away customers and give white papers a bad name:

1. You don’t align your white paper with your prospects’ buying journey.

Prospects won’t read your white paper if it doesn’t speak to their needs and where they are in their buying journey.

For your white paper to be effective, you must get clear on your audience’s problems, needs, and goals. You also ensure that the white paper speaks to where buyers are in your sales cycle. If they are early-stage leads, you’ll want to focus more on education than the merits of your solution. If they are later-stage leads, they’ll want to know how your solution works.

2. Prospects aren’t interested in your topic.

One of the trickiest parts of creating a white paper is choosing a topic that engages customers. Here are some ideas that can help you find a winning topic:

• Answer questions that buyers ask during a specific stage of the sales cycle.
• Base your white paper on a trending topic. What are customers talking about at conferences, on LinkedIn, or in popular industry publications?
• Address your customers’ top challenge.
• Discuss something that will have a major impact on your customers in the future.

3. You don’t speak like a human.

A white paper is a more formal document than a blog post. However, you don’t need to write in an overly formal or corporate voice. You’re still speaking to humans.

If you’re not sure if your white paper sounds too stuffy, read it aloud. If you have a hard time getting through it, you may want to make the copy more conversational.

4. You don’t include quotes and interviews from experts.

Obtaining quotes from subject matter experts and stats from third-party research is critical when writing an authoritative white paper. This information enhances your white paper’s credibility and makes your content more believable.

Stats and data are of particular importance if your target audience is analytical. They want to see numbers that back up your claims.

5. You don’t present a cohesive argument.

A white paper is a persuasive sales document that builds a case for your product or service. You’ll want to structure your white paper in a way that builds your case.

Many white papers are all over the place. They may talk about a solution, mention a challenge, go back to the solution, and then discuss a different challenge. Jumping around like this makes your argument less effective.

In general, you’ll want to talk about your readers’ challenges first to show that you understand what’s going on with them. Then, discuss the solution to build a logical case.

6. You didn’t use a professional writer.

A white paper can be one of the most persuasive items in your marketing toolbox.

However, it takes a lot of time and skill to craft a compelling white paper. Many B2B marketing teams are small, busy, and don’t have the time to write lengthy pieces of content.

Working with a professional copywriter can help you to quickly take your white paper from idea to reality. A copywriter can turn your messages into compelling arguments. This will engage leads and motivate them to take the next step in working with you.

7. You blast your leads with sales messages.

IT pros refer to white paper opt-in forms as, “download a call”. They want the content, but they don’t want the sales call that comes five minutes after they download it. In fact, many IT pros avoid answering their phones after opting in for a white paper so that they won’t have an awkward conversation with a sales rep.

If you want to stand out from the pack, don’t bombard your leads with sales calls five minutes after they download a white paper. Instead, nurture them with relevant content and reach out for a sales call when the timing is right.

8. Your white paper is a 10-page sales pitch.

B2B tech buyers download white papers to learn something useful. But, after they opt in, they often discover that the content is just a sales brochure in disguise. Some white papers even mention their product in the first sentence!

Before you pitch your product or service, you need to build a case for it. Be sure to discuss your readers’ challenges, include relevant data, and provide best practices. Ideally, your white paper should contain 80% educational content. Once you educate customers and earn their trust, you can discuss your product in the remaining 20%.

9. You don’t spend enough time promoting your white papers.

Many B2B marketers put lots of time and resources into developing white papers and then simply post them on their websites and hope leads will find them. Unfortunately, it’s not this easy. Here are seven ways you can promote your white papers to get more downloads, shares, and leads:

• • Collect leads on your blog. Write a series of related posts for your blog, and direct readers to your white paper’s opt-in form.
  • Create an email nurture campaign. Encourage targeted email segments to download and share your white paper.
  • Give your sales team a one-page summary of the white paper. A white paper “cheat sheet” gives sales reps a quick overview of the white paper so they can talk to prospects about it.
  • Host a webinar. Not all your ideal customers will read a white paper. If you host a webinar that’s on the same topic as your white paper, you can reach a wider audience.
  • Run Google ads. Research keywords that would bring B2B tech buyers to your content. Then, run Google ads on these keywords that point to your white paper’s landing page.
  • Issue a press release, especially if your white paper contains original research. Your latest research can become big news. Every time you create a white paper, write a press release about it to drive journalists, bloggers, and potential customers to your website.
  • Share your white paper with your partners. Form partnerships with others who have the same target audience and agree to share each other’s content. Getting the seal of approval from a partner can enhance your credibility and help you reach a wider audience.

 

B2B buyers rely on white papers to make informed purchasing decisions. However, many white papers aren’t helpful – they’re boring sales pitches that put readers to sleep. Here’s how to take your white papers from “snooze fest” to “lead magnet”…

White papers are a B2B marketing workhorse.

B2B buyers – especially technology buyers – rely on them for in-depth information when making purchasing decisions. According to Eccolo Media, white papers are the #2 type of content that B2B technology buyers use during their purchasing process. White papers are also used across all stages of the sales cycle – from awareness to decision.

When done correctly, white papers can present a compelling argument for your product or service.

However, many white papers miss the mark and fail to engage high-quality leads. Here are nine common mistakes that drive away customers and give white papers a bad name:

1. Your marketing objectives aren’t clear.

Before you develop a white paper, make sure that it aligns with your business objectives. Think about your marketing and business goals, along with what you hope to achieve with the white paper. For example, will you use the white paper for lead generation? Does the white paper fill a gap in your content? Will the white paper support a new product or service that you are launching? Do you want a white paper that positions you as an expert or thought leader for a specific topic?

2. You don’t align your white paper with your prospect’s buying journey.

While aligning your white paper with your business goals is important, it’s even more important to align your white paper with your target audience. After all, if your white paper doesn’t serve your target audience’s needs, they won’t read it.

For your white paper to be effective, you must get clear on your target audience’s problems, needs, and goals. You also must target content for buyers in each phase in your sales cycle. According to Demand Gen Report’s B2B Buyer Behavior Survey, 61% of respondents select vendors who deliver a mix of content that is appropriate for each stage of their buying process.

3. Your topic isn’t a subject that will drive leads.

Many white papers fail to drive leads, because buyers don’t care about the topic.

Find out what questions your customers ask during each stage of the sales cycle. Then, address these concerns in your white paper. Your white paper will get more downloads and shares if it helps your customers solve one of their top challenges.

Once you have some potential topics, ask your customers and prospects which one they prefer. You can also run topic ideas past your social media communities. Asking for feedback early in the process will ensure that you don’t waste your resources on a white paper that doesn’t bring you a strong ROI.

4. You don’t start from a good creative brief.

Many marketers create one-page documents that outline a few key messages for their white papers.

However, these documents often don’t contain enough info on who your target audience is and how your white paper will help them. If your creative brief is just a few paragraphs, it won’t give your writer enough information to craft a solid white paper.

Expand on your creative brief to answer questions such as:

• Who is our primary and secondary audience for this white paper?
• What are their top challenges or concerns?
• What solution will help them overcome their challenges?

For my complete list of questions, download my white paper creative brief here.

5. You don’t include quotes and interviews from experts.

Obtaining quotes from subject matter experts and stats from third-party research is critical when writing an authoritative white paper. This information enhances your white paper’s credibility and makes your content more believable.

Stats and data are of particular importance if your target audience is analytical. They want to see numbers that back up your claims.

6. You didn’t use a professional writer.

A white paper can be one of the most persuasive items in your marketing toolbox.

However, it takes a lot of time and skill to craft a compelling white paper. Many B2B marketing teams are small, busy, and don’t have the time to write lengthy pieces of content.

Working with a professional copywriter can help you quickly take your white paper from idea to reality. A copywriter can turn your messages into compelling arguments. This will engage leads and motivate them to take the next step in working with you.

7. You blast your leads with sales messages.

IT pros refer to white paper opt-in forms as, “download a call”. Many of them want a white paper’s content, but they don’t want the sales call that comes five minutes after they download it. Many IT pros avoid answering their phones after opting in for a white paper, so that they won’t have to speak with a sales rep.

If you want to stand out from the pack, don’t bombard your leads with sales calls five minutes after they download a white paper. You can even be transparent in your landing page copy and let leads know if you will call them.

8. Your white paper is a 10-page sales pitch.

Many white papers appear useful on their landing pages. They have compelling titles and promise to share great tips. But when you read these white papers, you find out that they are just lengthy sales brochures. Some even mention their product in the first sentence!

Make sure that your white papers contain 80% educational content. Once you educate customers and earn their trust, you can discuss your product in the remaining 20%.

9. You don’t spend enough time promoting your white papers.

Many B2B marketers put lots of time and resources into developing white papers and then simply post them on their websites and hope leads will pour in.

Unfortunately, it’s not this easy. Here are seven ways you can promote your white papers to get more downloads, shares, and leads:

• Collect leads on your blog. Write a series of related articles for your blog, and direct readers to your white paper’s opt-in form.
• Create an email campaign. Encourage targeted email segments to download and share your white paper.
• Give your sales team a cheat sheet. A white paper “cheat sheet” makes it easy for salespeople to hand out to leads.
• Host a webinar about your white paper’s topic. Not all of your ideal customers will read a white paper. If you host a webinar that’s on the same topic as your white paper, you can reach a wider audience.
• Convert your white paper into a SlideShare presentation. SlideShare is a great channel to use if your audience responds to visuals. Post highlights from your white paper in a SlideShare presentation. You can even add a lead generation form to your SlideShare presentation to connect with potential customers.
• Drive targeted leads to your white papers via LinkedIn. LinkedIn has advanced targeting features that let you put your ads in front of exactly the right audience. For example, you can target your audience by company size, job function, title, and location. You can buy both ads and sponsored updates.
• Get influencers to talk about your white paper. Getting your industry’s top bloggers to talk about your white paper can bring a lot of leads your way. Build relationships with these bloggers before you ask them to do anything for you. Once you have a relationship, send them a link to your white paper’s direct download page, along with a personal email that explains why their readers will find it valuable.

Following these tips will help you take your white papers from “boring” to “brilliant.” And this information doesn’t just apply to white papers. You can also use these techniques with ebooks, guides, and other marketing content to improve your results.

How does a small to mid-sized engineering firm even begin to be noticed online within their industry? The answer: Increase your online presence where your customers and employees hang out. That place is LinkedIn. As a platform for social networking, LinkedIn has become an incredible source of new business and new talent in the B2B market. According to Statista.com, as of the spring of 2016, LinkedIn had 450 million users. LinkedIn offers a platform for professionals to network with each other and for businesses to expand their influence.

If your engineering firm is late to the social media game and you’re wondering where to start, begin with LinkedIn. Its power as a B2B marketing tool is proven. In a study of 5,000 businesses, Hubspot found that LinkedIn was 277% more effective in generating leads than Twitter and Facebook. A focused strategy on LinkedIn can yield positive results for your firm so it’s worth the time invested in making it work. You’ll get targeted engagement and visibility within your industry.

Another thing to note about LinkedIn. It was built for business networking, so there is an expectation that the content shared and relationships built on this platform will be business-related. Gone is the awkwardness of sharing business content with your “friends”. Also missing is the algorithm that Facebook uses to determine what content is shared with followers. LinkedIn users know where and how to find the information they want, as opposed to Facebook users who tend to digest the articles that Facebook deems worthy of releasing to their newsfeed.

So, let’s dive into the specific ways that engineering firms can maximize their influence on LinkedIn.

Marketing

After you set up your profile page and explore the features of LinkedIn, you’ll soon discover that LinkedIn is an awesome PR tool. Announcing new products, innovations, and industry accolades will lead to greater exposure for your firm.

Articles and videos that share ways to use your firm’s products and services are an opportunity to provide helpful and purposeful information with your current and potential customers.

Posting about employees in the news, such as awards received and research published, is great for public relations and employee relations. It helps establish your firm as valuing the work that your employees produce and as a leader in your industry.

Publish articles written by employees. This boosts a company’s visibility and credibility as a thought leader. It’s also great for employee relations to see a company celebrate their employees’ innovations and subject matter expertise.

Join groups with members who are prospective clients and influencers in your industry. Then create and share content (articles, eBooks, guides and blog posts) that is engaging and relevant to the group. Once you’ve established your firm as an industry leader, start your own group.

Don’t forget the 80/20 rule. Share 80% purposeful content that is created by others. 20% of your content should be created by your firm. Although LinkedIn is a business form, it should not only be used to promote your company. Provide great information that helps people. That’s how you grow followers on any social platform and LinkedIn is no different in that respect.

Be sure to share technological developments made by other firms in your industry. Sharing posts from key influencers will help you create more connections and become established as an industry leader in your own right.

Building Relationships

LinkedIn is, after all, a social networking site. It only makes sense that one of the best uses of LinkedIn is as a sales tool. When used to build relationships with potential customers it can be very effective. It allows you to engage with like-minded individuals in a professional way, especially in Groups. By answering questions, posting relevant purposeful information, offering industry expertise and seeing how potential customers respond and engage, it allows you to build deeper relationships with potential customers.

According to Yumi Wilson, Manager of Corporate Communications at LinkedIn, “when you engage in groups, more people look at your profile. So there’s a four-time increase in the number of profile views based on your engagement in groups.” Like any social networking site, putting in the effort to build relationships will lead to results. People don’t want to be sold to, they want to be helped. Make sure your conversations with other group members center around helping them find solutions to their problems.

Building Good Will

Put your company mission and core values on your firm’s profile. It’s one of the first things a potential customer or employee will see. Use this valuable piece of LinkedIn real estate to share not only what you do but why you do it.

People want to do business with companies that make an effort to be environmentally and socially conscious. Publish articles about your firm’s efforts to be environmentally friendly and sustainable and why this is important to your firm.

If your firm has connections to the community be sure to share that on your company page. Examples are employees serving on community boards or raising money for local charities, conducting tech fairs for local students, and coordinating STEM programs that encourage careers in science, technology, engineering, and math.

Recruiting

LinkedIn was made for attracting potential employees and recruiting top candidates. Utilize the Careers tab to make it easy for candidates to apply for positions with your firm. Some of the ways to use this page of your company profile are:

• Embedded video – share a message from your firm’s CEO or employees discussing why they love working for your firm.
• Jobs listings – include a listing of open positions or a link to your website’s Careers page.
• SlideShare – include a slide deck that shares why your firm is a great place to work.
• Employee spotlight – put your employees in the spotlight, sharing what they do and how they are making an impact in your industry.
• Outlining the hiring process and tips for successfully applying.
• Announcing upcoming career fairs and college recruiting visits.
• Sharing employee relations articles discussing what makes you a great employer (i.e. military-friendly, diversity, fringe benefits, opportunities for growth, educational opportunities).

Utilize the power of LinkedIn as part of your overall marketing strategy by integrating it into your other marketing efforts and budgeting in the time and staff it will take to see results. A company profile page which looks dormant can damage your reputation, so if you’re going to start using LinkedIn make sure you keep up with it. You’ll want to have a staff member(s) dedicated to the role of implementing your social media strategy so it doesn’t get pushed to the back burner. Consistency is key.

For a closer look at how specific tech firms are using social media, including LinkedIn, check out this article.

If you are already using LinkedIn, we’d love to hear what’s working best for you. Be sure to comment and let us know about the ways you’re using LinkedIn as part of your marketing strategy.

 Carbon nanotubes are one of those supermaterials — a cylinder with a diameter of one or two nanometers — that are full of dreamy applications, ranging from supercomputers to ultra-efficient smartphones. The problem is, they are difficult to manufacture, and commercializing these applications may require 10 or 15 years. A nanotube is a tube-like molecular structure made of one… Read More

As Ursula the sea witch famously said, "Don't underestimate the importance of body language."

Some tricks, like remembering to smile and having a firm handshake, are pretty easy to implement in your everyday life.

However, there are other techniques that, while relatively commonsense, are somewhat trickier to tackle.

Still, they can make a huge difference.

Here are six body language hacks that can be tricky to master, but will definitely pay off  forever once you do:

SEE ALSO: 11 signs someone is lying to you

DON'T MISS: 11 skills that are hard to learn but will pay off forever

Maintaining good eye contact

It's all in the eyes.

People with a shaky gaze often come across as anxious, distracted, or dishonest. And it can be tough to master the skill of maintaining eye contact, since it's a very uncomfortable and unnatural thing for some people. But it's a practice that can help you immensely in life.

Luckily, there are some simple techniques for maintaining better eye contact if you feel your stare isn't cutting it.

In "How To Talk To Anyone," author and communication expert Leil Lowndes advises that you should "pretend your eyes are glued to your conversation partner's with sticky, warm taffy."

Once you master this trick, you'll immediately see an improvement in your face-to-face communications with others.

Keeping your hands visible

It's hard to know what to do with your hands sometimes, especially if you're a somewhat nervous person.

As a result, you might take to compulsively jamming them into your pockets or crossing your arms. Those are understandable moves, but they also project a somewhat negative image.

As Business Insider previously reported, it's important to keep your hands visible, lest you look like you're hiding something.

Invite people in and allow them to trust you by using more open body language. Avoid positions that make you appear defensive (even if that's how you're feeling).

Not fidgeting or swaying (but not being too stiff, either)

Some people are just a bit twitchy. Some people are almost unnaturally still. The problem is, others may mistake that for dishonesty or fear.

That might be common knowledge, but Dr. Lillian Glass, a behavioral analyst and body language expert who has worked with the FBI on unmasking signals of deception, previously told Business Insider that you should also watch out for people who are not moving at all.

"This may be a sign of the primitive neurological 'fight,' rather than the 'flight,' response, as the body positions and readies itself for possible confrontation," Glass said. "When you speak and engage in normal conversation, it is natural to move your body around in subtle, relaxed, and, for the most part, unconscious movements. So if you observe a rigid, catatonic stance devoid of movement, it is often a huge warning sign that something is off."

If you can strike a balance between swaying and stiffness, you'll be able to make a better impression with others.

See the rest of the story at Business Insider

So, you’ve signed up for Twitter, or Instagram, or even Snapchat, and you’re staring at your phone or your computer screen wondering what the heck you’re supposed to do next or how you should utilize each platform…especially when it comes to your business. We’re here to tell you, when it comes to social media and figuring out the best practices, the etiquette, and the best way to utilize it for business marketing, you’re not alone in feeling confused or bewildered.

The world of social media has become a wild one and figuring out where you fit in on each platform can be a daunting task…that might even turn you off from using it all together. But before you go running away from even trying your hand at it, we’ve got a few best practices you should follow to keep you on track, especially if you’ll be utilizing social media for your business.

4 Social Media Best Practices:

Take it step by step, no one becomes a social media mastermind in a single day, just like anything else in your business, it needs to be built up. We’ve lined up the 4 best practices for getting your business up and running on social media, because at the end of the day, the online community is where more and more people are turning to discover more about the businesses they love…and you don’t want to be ‘unsearchable’ in this day and age.

Defining your purpose:

Why are you on social media anyway? Before you post a single thing, you need to figure out exactly what platforms you’ll be using and why you’re using them. If you’re already an experienced Facebook-er, this could be your chance to expand your horizons into setting up a business profile and tackling building out your network there. It could also be a great chance to tackle another platform you may not have tried yet, like Twitter or LinkedIn.

If you want to expand your business and professional network, then LinkedIn is the right place for you, but if you want to easily build up an online presence and interact more with your customers then Facebook could be the right avenue. Many people are starting to turn to social media as their news source, so keep that in mind when you’re determining your purpose for each platform. Facebook is one of the most popular platforms that online folks use to get their news and information, so what does that mean for the information and value you can share on the platform?

Etiquette:

When you walk up to someone at a networking event and they ask you about your business, you don’t yell, right? The same goes for your online etiquette, avoid the messages in all caps and the extraneous exclamation points.

You wouldn’t be the first person to wonder if all caps is okay, and in the sense of building up your brand online or communicating with potential clients and customers, it’s probably not your best bet. Beyond avoiding ‘yelling’ at your newfound friends and fans, basic etiquette rules apply here online. When you’re running a small business, we tend to stress the importance of always responding when someone reaches out via social media. And yes, that means in a timely manner too.

Social media has become something that’s so immediate, and when people ask a question via social, they almost always expect a quick response. Don’t leave them hanging! Build in some time on a daily basis where you can field any questions and make any updates to your profiles.

Sharing is Caring:

Give credit where credit is due. Always. It’s easy to feel like you have access to anything and everything you find on the web, and while you do, it’s not always yours for the taking or sharing. While it’s often encouraged to share other people’s or brands’ posts, you need to keep in mind that it’s always necessary to link back to them or tag them in the post.

There have been plenty of online celebrities or others who have gotten in trouble for not properly attributing the owner of content they’ve shared, so you wouldn’t be the first to commit a sharing faux pas.

The bright side? By tagging others, you up your chances of more people seeing your posts and your profile. Plus, it gives you a great reason to reach out to the original poster and give them the heads up that you’ve shared their post/meme/content on your own site. By doing so, you’re not only building up some crucial relationships with like-minded people but could also inspire them to check out your own content and share it themselves….better helping to spread the word of the value you’re bringing to your clients, customers and fans!

Marketing:

Finally, the fine art of marketing your business or brand on social media. Not everything you post should be a sales pitch, because at the end of the day, that isn’t what your fans are going to your social media for. You need to balance both the professional and the personal here. As you probably already know, social media tends to lean towards the personal, and as soon as people start pushing the sale of something on their personal profiles, people will quickly back away, unfollow, or block.

Since it’s a business profile, people come to expect some aspect of the sales pitch, but it doesn’t have to be all about it. Often people utilize social media as a way to learn more about a brand or business, or see if they can get any value from them. What does that mean? Well think about it this way, what can you provide your clients and potential customers with beyond what your business offers?

Here at Contactually, you can see on our social channels that we share blog posts and relevant articles that we think our customers and followers would find useful. We’re sharing value that pertains to our business, without giving them the hard sell, because after a while, that can get pretty stale, and leave your followers disinterested in ever returning to your profiles. Find your value and start sharing it! Whether it’s quick anecdotes that you can share easily via Twitter, or longer blog posts you want to promote on Facebook or LinkedIn, find a way to utilize social media as a way to market the value you provide…not necessarily your business.

Go forth and be social

Here’s the thing, social media won’t start working for you, until you start working it yourself. It requires some time and a little dedication to figuring out your best habits and how to smoothly run your profiles without it getting overwhelming. Start with these 5 tips and go from there. Keep in mind that manners matter and making the hard sell will only turn people off. Social media is meant to be social, so use it as a way to allow your customers and potential clients better get to know you!