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Digital Content Marketing Blog

 / Digital Content Marketing Blog (Page 52)
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Leaders of Business & Marketing

John Auble is the Vice President, Marketing Program Manager, Financial Advisor (FA) Marketing Team

He is an executive-level manager with more than 25 years of experience creating, implementing and tracking marketing, advertising and communications programs with increasing responsibilities in branding and digital strategy.

He is currently a marketing program manager on the FA Marketing Team within Wells Fargo Advisors and has 21 years of FA marketing experience.

His current job responsibilities include:

  • Generating and managing online sales leads for the various distributed sales channels to convert into new accounts and net new assets under management (AUM)
  • Developing FA marketing automation capabilities within the MyMarketing platform (marketing resource platform)
  • Creating marketing pilots and programs for FAs that leverage digital media and also Wells Fargo enterprise marketing group’s best practices/successful programs & approaches

John began his career with the legacy firm as a senior advertising copywriter and has progressed, launching and managing the firm’s first public Web site, client online account access, FA Web page system and Email Express (compliance approved email blast system) prior to becoming a marketing program manager on the FA marketing team.

 

 
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B2B Content Marketing, Content Marketing, Digital Marketing, Digital Marketing Audit, Digital Strategy

These 7 Online Marketing Trends for B2B Companies and Business Owners Are Game Changers

In the Internet age, there is no such thing as stagnation; the digital landscape is constantly evolving. Rather than be intimidated by new marketing practices or dismiss them as trends which aren’t built to last (don’t be the guy who thought Facebook was just a fad!), prepare for the future and determine which specific approaches can help your business explode in 2017, leaving your competition in the dust.

  1. Data Visualization Tools – marketers are obsessed with all things data, but if they can’t explain what the data means, then what’s the point? In order to explain with quantitative information who your business’s customers are, why they want your product and when, and what needs to be said to them to build a relationship, data visualization tools are starting to be used to interpret large amounts of numerical information. This is a huge opportunity for you as a business owner and marketer to tap into possible new customer segments as well as build upon your current foundation. Just remember, in the words of Orbitz Media’s Andy Crestodina, “You don’t have to be big to use big data to make better decisions.” (not sure if you want to link out to other pages or not, but I like the quote)

  2. Dense Content – in a world where every business has a Facebook page, constantly sharing updates and posts, it has become enormously difficult to get your message to stand out in crowded newsfeeds. Savvy marketers have realized this, and now make every word of every line in their content count, providing instant value for their customer. In other words, don’t post for the sake of posting; post something worthwhile, something that will help!

  3. More Live Video – people have been screaming for more live video for years. And with the diversity of platforms which make videos available, such as Twitter, Facebook, YouTube, Periscope, Instagram, among others, there is no doubt a specific medium exists for your business to share your message with your audience. This is where using search and social data to determine where your possible customers are is crucial for executing a video strategy which will actually provide ROI.

  4. E-mail Marketing Isn’t Dead – e-mail is about to make a massive comeback, and if used wisely, will enable tremendous growth. Now that many marketing automation platforms integrate with most others, as a marketer you can use behavioral insights from your social and content campaigns to develop customer-centric messages which will resonate with your audience and lead to a substantially higher conversion rate.

  5. The Referral Model – don’t be scared of online customer reviews! Rather, monitor reviews and actually respond to them. In fact, if you invite your customers to review your business, you’ll not only get a chance to improve your customer service but also see increased traffic to your website and/or physical location, leading to more sales!

  6. A “Post-Fact” World – marketers have known for a long time that emotions matter when making purchasing decisions, but now the rest of the world has caught up. Instead of relying on statistics and data alone to make the sale, you’ll need to frame these insights in a way which will make your customer feel a specific way.

  7. Content Becomes More Than “Content” – as noted earlier, lots of businesses haven’t tapped into the full potential of content, and simply use it as something just to say they have it. Smart business owners and marketers will now use their content to solve customer support problems, develop engagement with employees to enhance retention, organize the sales process, among a wide variety of other uses.

In short, there are a lot of different ways a business can use new tools and trends to effectively market themselves. In order to understand what the correct route to take is and which platforms are worth spending time on to spur growth for you, follow our blog for more updates as we tackle pressing issues in the digital space. Or just leave us a note! We’re always happy to lend a helping hand.

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B2B Content Marketing, Content Marketing, Private Equity Digital Marketing

Private Equity Firms are marketing online more and more, but few are doing a decent job of it and even fewer are seeing success from it.

Our experience has shown there are several key reasons for this.

  1. They Don’t Have the Skills In-House
  2. They Don’t Have a Strategy
  3. They Don’t Take it Seriously

These reasons should make sense to everyone, but as it relates to digitally marketing private equity firms the typical strategies that most marketers speak on are more aligned to consumer marketing, or where the company needs to have a high public visibility.
For Private Equity Firms it is more important to gain the intelligence of how your targets behave online to create a personalized approach and identify how and where they seek advice.

This is a story of how one Private Equity Firm Won Big Online
A Private Equity firm who focused primarily on B2B manufacturing companies wanted to increase dealflow but felt they had exhausted the personal and professional network of the team.

So the question was, “How do we get ourselves in front of new deals?”.

They Took to the Streets

The Managing Directors of the firm started calling on anyone they had met in the past who could potentially refer them to deals. Attorneys, CPA’s, Money Managers, etc.

While some seemed promising and the likelihood of deals in the future would likely come, they would also come slowly and with no predictability.

They Attended Conferences and Trade Shows

Another easy idea was to get in front of company owners and board members at trade shows and conferences. This too is great and can build trust quickly with potential targets.

The problem with this is that it is not scalable and again can result in slow acquisition.

What About Marketing?

For some reason many Private Equity Firms don’t participate in marketing.
Maybe it’s the rules that you must deal with from FINRA and the SEC.
Maybe it’s a belief that it doesn’t work.

But this firm decided that it was worth a try.

After looking at options and talking to many different agencies, they decided that digital marketing would be their best choice.

They came to this decision based on the fact that they could start finding businesses who were actually looking for growth opportunities which are closer to converting as deals and they could target and track the people and companies they would like to do business with.

What were the results?

The firm decided to optimize their website for search and for conversion.
They started doing content marketing focused on drawing in new business opportunities directly from owners, boards and deal makers.
They used paid ads and retargeting to stay in front of their prospects.
They tracked and measured the activity to identify high value contacts.

All of these actions resulted in 20% higher deal flow volume than their record year and a 25% reduction in time to close on those new inbound deals.

This resulted in Millions of dollars in new revenue and a greater profile / status as a solid firm in that particular sector.

You can read more on Private Equity Marketing here: https://acumenstudio.com/private-equity-marketing/

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