Brand & Capture

Beginning lead nurturing efforts can often be stressful and trying, but there’s no doubt all the hard work is worth the reward. There is a multitude of information and statistics available that prove lead nurturing is valuable and profitable for businesses. Recently, Hubspot compiled a list of stats attesting to the benefits of lead nurturing:

I was inspired by a TED Talk by Marcus Sheridan, titled "The Honest Economy." I’ve long admired Marcus’ tenacity regarding breaking down big ideas into simple, actionable items. Late last year, Marcus inspired a post about his presentation on the “Culture of Inbound Marketing.” He asked the audience members to explain what a blog was to them. After a few examples from the audience, Marcus’ answer: a blog is simply formatted information. 

Social media can be one of the most successful channels for B2B lead generation, but many companies still jump into a social network to have a presence for presence sake. If your company is on a social network, there must be a purpose behind being there. For B2B marketers, that purpose is most likely creating demand that will drive leads and sales.

If you’ve been following the Brand & Capture blog, you’ve likely noticed an increase in video. We’re now shooting, editing and uploading Kuno Clips, which are bite-sized videos of the Kuno team, effectively expanding our content offerings. (See our most recent Kuno Clips on our YouTube Channel!)

We recently released the results from one of our customer campaigns, in which our client saw a dramatic increase in new qualified sales leads (more than 600%) in one month. The overall impact of the campaign has produced an increase in sales revenues exceeding the combined digital marketing efforts from all of 2012. What was the magic formula that drove these outstanding results and what lessons can we learn that we should apply to all marketing campaigns going forward?

As a young, naïve editor in NYC, I had a mentor who taught me a lot of about the magazine business. And every month, when we were deciding which cover lines to grace the front of our issue, she would undoubtedly say, “But is it sexy?” when one of us timidly offered our suggestions. It seemed odd, especially because the magazine was geared toward teenage and young adult women, so she clearly wasn’t referring to a Maxim-style approach. And while it took a few tries to wrap my head around what she did mean, I finally got it.

Video is a great asset to any content marketing strategy. It allows you to engage your customers, provide infomation about your company or brand and position your employees as leaders in the industry. There are many myths video is difficult and expensive to produce. But it is actually very economical to create a simple business video. Here are the three stages of making a simple video.

Ever since Facebook came out with advertising opportunities, the question has remained: Which is the better option for marketers—Facebook, Google or Bing? Although this is a frequently asked question, the answer may not be cut and dry. Each advertiser is looking to reach a different audience and has different business goals; this should be taken into consideration when choosing which form of advertising is right for you.

If you’ve been following the content marketing space the last few years (I suspect if you’re a Brand & Capture reader, you are already well-versed in the area), you’ve heard the adage that “Content is King.” I wouldn’t argue that, but I feel the phrase has been exhausted and oversimplifies what content marketing really involves. Quality content is a requirement, yes, but how often are you putting quality content out there? Once a quarter isn’t going to cut it. If content is king, then frequency is queen, and consistency is, I don’t know, the Prime Minister? You get the idea.

What do email marketing, website CTAs, Facebook promoted posts, PPC, blogging, video, print advertisements, QR codes and a conference in Chicago have in common? Go ahead take a minute to ponder. OK – time’s up. Each was an element of a multi-channel campaign that resulted in a dental manufacturer exceeding its 2012 digital marketing goals in a single month.