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Stretching your video investment

Josh Buckley

Marketers across the globe are being asked to create more content with smaller budgets. With proper strategy and planning, video can help you achieve that objective. Here’s how to make your video content dollars work harder for you.

1.    Identify where video makes sense: Strategy

Video is a great communication tool. 75% of executives view business videos daily or more (B2B Trends in Mobile and Video Usage, Google/Forbes Insight, U.S., 2010) Review your content strategy and identify which messages make sense for video in your industry. Product demonstrations, testimonials, expert interviews and case studies are some examples that may work for you.

2.    Plan for quantity: Economy of scale

In video marketing, quantity reduces cost – just like shopping at a convenience store and buying one soda versus a case at a wholesaler. After identifying the message or topics, plan for how many videos you will produce in a year. A template approach will reduce cost and time to completion such as reusing openers, closers, the graphics to display names, job titles and chapter or section introductions.

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Pinpointing the Value of your Company’s Pinterest Page

Serena Fedor

I’ve been pulled in again. What was to be a quick trip out to Pinterest to locate that tempting cupcake recipe I “pinned” has turned into 30 minutes of viewing, re-pinning and creating new boards. It’s no surprise, according to Statista, users of Pinterest spend an average of 1 hour and 17 minutes per month logged in and scanning the site.

Not only are consumers spending their time on the site, they are also spending more money and at a higher frequency than they do on any of the other top five social media sites. According to Blogher, forty-seven percent of U.S. online consumers have made a purchase based on recommendations from Pinterest.

So your audience may be spending time on Pinterest. A lot of time. And that time is translating directly into purchases. You may find yourself asking “Should we be there?” Whether you’re a B2C company selling a product or a B2B company promoting your brand and insights, the answer depends on your goals. And more importantly, if you make the leap, how do you measure the reach and track the impact of your content?

Some great analytics tools can provide answers. Let’s explore the benefits of a few.

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Social Media Marketing for B2B Companies

John Walker

Social media marketing is increasingly important for B2B companies because it has the potential to impact purchase decisions significantly. The winning approach for B2B marketers is to develop engaging content, optimize it for visibility with search engines and then use social media platforms to amplify its impact. This infographic shows how.

Social Media Marketing for B2B Companies
Social Media Impacting Purchase Decision Making
B2B buyers as they research purchase decisions
Search, Content, Social and Impact
Keyword Research, Content Creation, Social Media
JPL Integrated Communications
JPL Creative


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Improving sales: change your approach, not just your tools

Megan Myers

Good sales tools are important. And they can have a huge impact on your business. But your approach to sales – how you talk to prospects, how you connect with them and when you reach out to them can also have a huge impact. Understanding your prospect and improving the sales process from initial contact through lead nurturing to purchase is critical to reaching your sales goals.

Not sure you need to change your approach? Consider the following:

1. Your prospects know more about your company than you know about them.

Today, the majority of B2B buyers don’t contact a company until they’ve done their homework. In fact, according to a recent study conducted by DemandGen Report, over half of B2B buyers make initial contact with a company only after compiling a short list of candidates. This means customers know a lot about your company before they engage you. But what about you? How much do you know about them?

  • What whitepapers have they downloaded?
  • What parts of your site have they visited?
  • What emails have they read?

If you don’t know these answers, you need to find out. Today, lead nurturing software and platforms combine powerful analytics and tracking information that can be utilized to better understand who your prospects are and what they’re interested in. The more you know about your prospects, the better you’ll be able to engage them.

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Drive More Website Traffic for the Same Budget: Use Precision Targeting with Your Paid Search Campaigns

Joe Tertel

Would you like to drive more clicks and higher quality visitors to your site from your paid search campaign without increasing your budget? Precision Targeting makes this possible.

Precision Targeting is a way of creating extremely targeted search engine marketing campaigns to produce the most relevant search results possible.

Search Engine Relevancy & Quality Score

To understand precision targeting, you must first understand search engine relevancy and quality score. Search engine relevancy is how pertinent your keyword ad is to the user’s specific search query. Quality score is the measurement of this relevance determined primarily by degree of campaign targeting, budget level, keyword match type, ad copy and landing page content. Google rewards a high quality score, or high relevancy, by allowing you to bid for a higher position at a lower cost. Through this, you can lower your average cost-per-click and generate more clicks for your budget.

Precision Targeting Starts with Research, Planning and Strategy

Precision Targeting is based on precise knowledge of your target audience: their interests, intent and the context of where, when and what devices they are using to search. Using this knowledge, you can create multiple campaigns each precisely targeting your audiences’ interests, locations, time and devices. The more precise your targeting within these campaigns, the higher your quality score could be compared to that of your competitors.

Google’s Enhanced Campaigns Rely on Relevancy

In a few months, Google will introduce Enhanced campaigns. Enhanced campaigns make managing across devices and networks easier with improved reporting and conversion tracking capabilities built into a single campaign.

As a Google Adwords Agency and Partner, JPL has been able to beta-test these Enhanced campaigns. We learned that our Precision Targeting methodology will become even more important in providing a competitive advantage. It will also provide opportunities to drive more clicks and higher quality visitors more efficiently within the same budget.

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What’s the Plus of Google+?

Kelly Kautz

Google+: the next big thing in social media, or a failure destined to go the way of Google Buzz?

The answer depends on who you ask. While Google+ has drawn its share of critics, the platform has stuck around. And a growing number of business and marketing pundits are voicing enthusiasm for it. One Silicon Valley venture capitalist, Guy Kawasaki, calls Google+ a “game changer.”

Not Just Another Social Network

The debate over Google+’s value stems from its early positioning as a Facebook competitor. Sources within Google said the project was internally known as “Googbook.” The media reinforced this comparison, calling Google+ a “Facebook wannabe” and “clone”:

Google + The Guardian

But Google+ currently pales in comparison to Facebook’s active users. So why should marketing managers give Google+ a second thought? Because while Google+ may not be the top social network, it’s a growing force in search engine optimization.

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Blogging for lead generation: Aim for quality over quantity

Megan Myers

According to a recent study on blogging from inbound marketing gurus, Hubspot, “Companies that devote time to blogging see strong gains in lead generation.”  The study found the companies that increase blogging from 3-5 times per month to 6-8 times per month almost double their leads.

That makes sense from the standpoint that it will likely increase exposure for your company and thus drive more traffic, but what is the quality of that traffic, of those leads? To me, that’s a critical area that’s NOT explained in the report.

Starting a blog, or increasing the frequency of your blogging, isn’t enough to increase the leads you want. To get the leads you want, you must focus on the quality of your content, not only the quantity of posts. Why does quality matter? Quality content not only contributes to improved search rankings (by recognizing your business as a thought leader), but also engages and attracts the right leads for your business.

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Why Your Marketing Strategy Should Go Mobile

Joe Tertel

As the usage of mobile devices continues to increase, businesses must consider implementing a mobile website as part of their overall marketing strategy. In this article, I explore best practices for designing mobile sites that engage your audience and provide measurable results.

Published with permission by Harrisburg Commercial Real Estate Review

Why Your Marketing Strategy Should Go Mobile

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Search Marketing: Not Just for Search Marketers

John Walker

Every search term entered into a search engine is a digital footprint that a marketer can follow. Today, members of your search marketing team are scrutinizing this data to optimize your website for visibility on search engines. That is good. But what is better, is if your whole marketing team uses this valuable, free data to understand your customers and plan your overall marketing approach.

Why Search Data Is Important

Analyzing search data using tools at Google AdWords can help your marketing team plan the best way to describe your offering, develop the right marketing content and then target your campaigns more profitably. Here’s how:

Let’s say your company is in the business of offering corporate training. Specifically, you help clients develop training strategies, create training programs and then deliver them through learning management software. Start your analysis with search terms that accurately describe your products and services. Using Google’s Traffic Estimation tools in AdWords, you can get search volume and costs per click for each term. Here are four samples (a complete analysis would have many more terms):

Analyzing Search Terms

  • Relevancy: All of these terms are good descriptions of what your company does so they are all worth analyzing.
  • Search Volume: The first three have heavy monthly search volumes, so you can be sure customers are looking for products and services relevant to these search terms. But there are very few searches for “Learning Management Services” so delete it from consideration.
  • Cost-Per-Click: The first three terms have similar costs-per-click if you were to buy these terms through one of the online ad networks like Google AdWords. And none of these are outlandishly expensive. As reference, a popular term like “online degree” costs more than $5.50 per click. Checking this cost is another measure of a term’s popularity.
  • Search Results: Enter each of these search terms into Google and check the search results as a final check on relevancy. For example, “learning management system” yields many search results related to software that might not make sense for a company primarily selling its services. “Learning strategy” on the other hand shows a trend toward training techniques rather than training services or software. This term might be a good one to use to reach prospects who are trying to learn about the best approach to training, prospects your company could help!

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Filling the Content Marketing Pipeline

Michael Endy

The biggest challenge for B2B content marketers is “producing enough content,” according to a recent survey by the Content Marketing Institute and Marketing Profs.

How much content do you need to keep your program fresh and your visitors coming back? At least one new piece every week. That’s a minimum of 50 pieces a year. And it all needs to fit your strategy and the needs of your target audience.

Where does it all come from? Here are a few resources to help keep the content flowing:

Do it yourself.

You know what your customers want. Make sure someone else checks the copy for accuracy, readability and style. You can also produce videos on your own. They don’t need to be Hollywood epics, but they do need to tell the story clearly, with good audio.

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