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Content Marketing

90% of marketers say that Segmenting Your B2B Content Marketing is important.

BUT only 45% of marketers are actually doing this!

We’re not surprised by this because we know it’s not that easy.

The thing is that by doing this level of market segmentation will provide BIG Results.

It’s not our opinion, This is a Fact!

 

Here is a real example of how we’ve seen this work (and it’s really simple)

An Engineering company had a service that was specific to servicing public parks.

They wanted to get their offering in front of the decision makers who could hire them to do this work.

They wanted to run ads in specific cities to promote their service.

But that was it, run ads targeting all people in those cities.

 

BAD IDEA!

 

While targeting specific cities is a level of segmentation, it’s not even close to good enough.

They would have wasted a ton of money.

So we investigated with them further and found that the people they really needed to get in front of were Parks and Recreation Directors, City Managers and Mayors.

And guess what? We can target those people!

We put a campaign in place targeting All Three of those job titles on LinkedIn and Facebook. Created ads that messaged directly to them and led them to a landing page that again spoke directly to them.

City + Job Title = Winning Combination

 

“To be honest we went even deeper with them but we’ll keep it simple for our example.”

 

This is a perfect example of how this works.  Especially when this campaign was generating 5 – 15 leads per day for months!

Takeaways are to Know Your Audience / Customer / Buyer / Investor demographics, traits and characteristics so they can be targeted and Know their Pain Points, Questions and Philosophies so you can message them correctly.

 

Know Your Audience for Segmentation

This is the MOST IMPORTANT part of all because it will maximize your effort.  It’s getting in front of the right people.

  • Geography (country, state, city)
  • Industry
  • Company(ies)
  • Job Title(s)
  • Age Range
  • Sex
  • Etc.

These elements allow you to target very specifically, not waste ad spend and generate way more leads than you ever have in the past.

 

Messaging for Segmentation

Saying what they want to hear and need to hear.

For us message segmentation is more about solving a problem and speaking very clearly about how that is done.  We don’t fluff it up with ambiguous words that will leave people confused as to what you actually do.

  • What are current industry wide problems
  • What are trends your prospects are talking about
  • What problems do you solve that these prospects are facing most often
  • What does your prospect care about
  • What is your prospects asking most often?

Answering these questions leads to clear and compelling messaging for your campaign and content strategy.

 

If you have been struggling to create a content marketing strategy that actually delivers results, leads, customers and revenue then follow the steps we outline in this post or call us with questions if you need help.

 

Call Us at 314-736-4434

Or Submit your information below

Do you know what channels produce the leads you get?

Do you know if Social Media is even helping your company grow?

Do you know if your Ad Spend is being Wasted?

Of course you don’t.

 

Not to be mean, but 53% of CEO’s and Marketing Leaders claim they don’t actually know how their marketing efforts are performing across all channels and when we surveyed these same people it was 87% who didn’t actually know how their efforts were truly performing.

 

Simply Knowing what efforts are delivering you performance leads to a 35% boost in results!

This is due to better decision making guided by these results and findings.

It is important to establish integrated tracking across all of your efforts and ensure that everything you do is attributable so it can be accounted for.

 

Audit Your Tracking

This is simple. If you aren’t tracking it then it doesn’t exist.

What we are saying is that YOU MUST track everything.

  • Simplify Tracking by using tag managment
  • Use pixels & tags available from each platform you are on
  • Ensure all traffic sources, pixels and tags are firing and tracking correctly
  • Establish tracked conversions and events (form submissions, click to call numbers, etc.)

 

Audit Your Conversions & Attribution

Knowing what parts of your efforts led to traffic, leads, customers and revenue is critical to making sound marketing and sales decisions.  And it mitigates wasted ad spend.

  • Define KPI’s that will guide your decision making
  • Create reports to easily view performance

The thing to remember is that all digital marketing is trackable and attributable so if you want to understand how your marketing is performing allowing for better decisions, better results and spend more efficiently then audit your digital marketing with a focus on tracking and attribution then set it up!

 

Call Us at 314-736-4434

Or Submit your information below

Do you value getting “The Work” done?

It’s one of the things we constantly talk about in our office.  If you’re not getting the work done, you are accomplishing nothing.

Sounds like an obvious statement right?  It is.

BUT…

Many companies do not hold true to this philosophy when it comes to their content marketing. They Literally DO NOTHING!

Why?

  • Fear of Imperfection
  • Believing they don’t know enough about digital to do it
  • Thinking that no one will care what they have to say
  • And Worst of All The Belief that it doesn’t work (it does work by the way)

Putting together a strategic content strategy based on what your customers and prospects are looking for and talking about online is much easier than you think, costs less than you probably imagine and returns greater results than you would expect.

Simply Attack the Content Marketing Process

Here’s a good video we like to share by our friend Ben Newman on Attacking the Process.

 

Want to learn more about Strategic Content Marketing?
Download our “7 Keys to B2B Content Marketing” Below.

Many marketers for years have wasted the time of other marketers and cost businesses countless dollars from unproductive time spent on tasks that won’t produce results.

This isn’t some in-depth piece on the details of how this happens.

This is a Public Service Announcement to all business and marketing professionals to stop letting under performing marketers waste your time.  Demand efficiency and demand results.

We don’t waste time, We get work Done!

Have you struggled to figure out how to brand / re-brand your company?  Or even wondered if doing it is a waste of time?

We don’t consider ourselves a Branding Agency but we are experts at knowing where your company lands in the spectrum of branding needs.

Here’s a Fact!

If you were to talk to a creative / branding agency today they will tell you that…

  • You need to do research
  • Create a messaging & positioning strategy
  • Build the creative

Makes sense right? It sure does, but wow, that’s generic!

Then they’ll speak to the success of big brands.  They will always reference Apple, then talk about other huge brands like Nike and others.

Here’s another Fact!

Apple didn’t become how it is today overnight.  Neither did Nike or any other huge brand.

 

This is a typical journey of a company from startup to mature leading brand.

  1. Company starts – No one knows you who are or how good your product / service is
  2. Company gets sales – The company has the ability to keep going
  3. Company grows – Now more sales are achieved and needed to get bigger
  4. Company is bigger – More people know about the company through sales and word or mouth
  5. Company matures – Refines processes, products and services in a consistent way
  6. Company is defined – People now know the company by it’s name, logo, products, services, etc.

Most companies hang out at stages 2, 3 and 4.

You get very little benefit from Apple-level branding until your ready to move into stage 5 of maturing the company.

Of course you need to differentiate your company, define your goals and have a clean & consistent visual identity.

But to over focus on your message and position in early stages can only help so much.

If you’re company is in stage 3 or 4 then you need to focus on strategic deployment of your company, products and services.

Sales focused messages that are put directly in front of the people that best fit your ideal customer profile and those searching for the products & services you provide.

There’s a Branding for that!

And it’s not the overthinking of which adjectives to use when describing how you provide the best services and deliver the best products.

*As a side note that’s pretty much every branding agency’s process. Figure out a way to say how you’re different, provide the best service and have the best products in a way that makes you feel good about the process you just went through and paid for.

 

By researching online what customers pain points are, how they search for the products & services you sell and what other industry authorities are saying on these topics you can create a content strategy that answers their questions, get’s you found and “brands” you as a go to resource and provider of exactly what your customers are looking for.

This will grow your sales, your brand and your reputation (which ultimately is a part of your brand).

 

Contact us to learn more about how we can Brand you into more sales!

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Apple’s iOS 11 will now have a native installation of a QR Code reader built into the camera.

QR code usage was never really that strong due to the need for using a 3rd party app to scan them.

The journey went something like this:  A company adds a QR code to some information or engagement piece, the user has to find and download a QR reader, then has to scan the code and finally land on the piece.

Now all the user has to do is open their camera and click!

This is huge for Commercial Printing Company Marketing because now it makes sense to add QR to direct mail, brochures, flyers, posters, etc.

What are your thoughts?

B2B marketing has evolved from its meager origins of sales support materials to a highly nuanced complicated field. The following B2B executives express views which not only provide clarity to navigating the current climate, but are also of immediate and timeless value to other areas of your business.

1. John Hayes, CEO of Com

“…there is going to be a staggering volume of content coming from industrial marketers in 2017.  Even the ones who are doing it poorly plan to keep on spending money to churn out more and more content. And that content is all targeting the same audience.”

Hayes’s advice to stand out from the crowd is to spend more time developing high-quality content rather than publish as much as possible. Quality over quaintly, always.

 

2. Bob Bechek, Worldwide Managing Director of Bain & Company

“…don’t be afraid necessarily to stay in one place and build something significant.”

Wise words from the consulting giant Bechek, which certainly applies to our current marketing atmosphere; rather than jump from one trendy platform to the next without thought, build a cohesive strategy and stick with it before making a decision to discard.

 

3. Diana O’Brien, Chief Marketing Officer of Deloitte

“…thought leadership is an anchor not just to marketing, positioning and content, but it also serves as the fundamental source for our professionals because our people are our greatest asset.”

If you are struggling to develop high quality content, chances are that the people working for you are already capable of producing excellent marketing materials. Enable them to use their voice!

 

4. Pierre Duprat, Vice-President, Corporate Communications of VINCI

“One can speak of the emergence of social media, 2.0 world. It is a vision software.”

VINCI is the world’s largest construction company, and their marketing gurus recognize that the best strategy is investment in future technologies, which will not resemble the world today. And Duprat makes an important point – as we move closer to fully utilizing resources like virtual reality headsets, marketing in the B2B space will be driven by visuals.

 

5. Joel Quadracci, Chairman, President & CEO of Quad/Graphics

“We constantly dare ourselves to think differently … to ask “what if” and “why not?” … to experiment. The worst that can happen is we fail trying. The best is we champion the next breakaway idea that catapults us to the next level of success.”

Hopefully you’ve noticed the theme! B2B execs believe in a willingness to try new strategies and technologies in order to develop the best marketing campaign possible, which can be an important differentiator amongst competition in fields like commercial printing.

 

6. Leon Black, Chairman of Apollo Global Management

“Doing something that is worthwhile in terms of helping others is important.”

Marketing is more than trying to close a sale. In the digital age where there is noise coming from every direction, it is imperative for your marketing to be of actual value for your potential clients or customers.

 

For more B2B Digital Marketing strategies and tactics check out the rest of our site!

Marin recently pulled together information as a report on the State of Digital Marketing for 2017.

From their site:
“Marin Software interviewed top digital marketing managers around the world to discover the trends, opportunities, and challenges they face in 2017. Read the report to learn the current state of the digital marketing industry, plus expert tips and recommendations for success.

Highlights include:
Digital Marketers’ top priorities for 2017
The ROI potential of different mobile marketing strategies
The main reasons marketers miss out on revenue opportunities
How marketers can increase advertising performance by 70% or more
The hottest marketing technologies industry leaders are looking to invest in next”

We grabbed some of the highlights and shared them here:

  • 43% of marketers expect their mobile budgets on search marketing investment to increase between 10% and 30% in 2017
  • On the social side, 70% of respondents plan to increase their advertising budget
  • Marketers on search and social face an ongoing learning curve due to the constant influx of new features and ad products. As a result, many struggle to keep up with the fast pace of innovation *We at Acumen don’t struggle with this by the way

You can download the full PDF report here: http://downloads.digitalmarketingdepot.com/rs/727-ZQE-044/images/MAR_1706_StateDigAd.pdf

It’s important for everyone to understand what WE DON’T DO.

We ARE NOT a design / creative agency.
We ARE NOT a PR agency.
We ARE NOT a copy writing house.

What WE ARE is a strategic content marketing agency that uses search engine and social media data to identify market demand, how that demand is sought, how the channels which deliver answers to that demand present options / solutions and then turn that research into a plan which we execute on.

We ONLY CARE about meeting the goals set.
If you want 30 leads each month, then we’ll get it for you.
If you want to understand what channels have the highest opportunity for new sales, then we’ll figure it out.
If you want us to build the assets and infrastructure to distribution, collect and close new business, then we’ll create it.

We DO NOT CARE about Facebook. We care that Facebook can deliver a sales outcome for you.
We DO NOT CARE about LinkedIn. We care that LinkedIn can deliver a sales outcome for you.
We DO NOT CARE about Email. We care that Email can deliver a sales outcome for you.

Get what we’re saying?!

It’s not about the channel, it’s about what the channel can do for you.
The market tells us if it’s working by engaging and converting with content.
We focus on the goal, what the market is asking, where they are asking it and how the channels choose to present content.

Channels come and go.
Trends in design and copy writing come and go.

Our process focuses on capitalizing on the channels and the tactical trends that will move you towards your goals.

So if you are most concerned with creating a strategy to ensure your business is seen online, drives more leads and closes more business then talk to us.

If you are more interested in the shade of red in your email footer not looking the same on your desktop screen and your iPhone DO NOT talk to us!

All We Do Is Win.