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Information wants to be free*

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*No, that’s not what he said, and no, it’s not completely true.

Thirty-five years ago, in a conversation with Steve Wozniak (pioneer of the personal computer), Stuart Brand (founder of the Whole Earth Catalog along with many other foundational disruptions), said:

On the one hand you have — the point you’re making Woz — is that information sort of wants to be expensive because it is so valuable — the right information in the right place just changes your life. On the other hand, information almost wants to be free because the costs of getting it out is getting lower and lower all of the time. So you have these two things fighting against each other.

This is prescient, and it deserves to be quoted or at least paraphrased correctly.

Information wants to be free or it wants to be expensive.

How can both be true?

Information that seeks the network effect, that is most useful when lots of people know it, that changes the culture–well, making this information free is the best way to accomplish this effect. The alphabet wants and needs to be free, because if you had to pay to learn and use a set of letters to make words, it wouldn’t be universally adopted and would fail. The same is true for the pursuit of hit records–getting played on the radio is the goal of the label, even if the radio is giving the music away. The music is ‘worth’ more when it’s a hit.

The tension for so many creators is that they’re used to friction associated with their mass-produced work, friction that used to pay them better than it does now. This is the shift that Brand is talking about in half of his statement.

But some information is valuable because it creates barriers to entry, gives a few people a head start, confers status, solves a specific problem in real-time, etc.

There’s no reason to price the design of a custom addition to a home by a famous architect at free. The person who’s buying it doesn’t benefit from it being free–they benefit from the status that comes from it being scarce.

And the information that comes from a meeting that’s only open to paying attendees is worth more because you got to learn it and others didn’t.

And Michael Bloomberg is a billionaire because his company sells information to companies just a few seconds faster than they can get it anywhere else. The cost of the information creates scarcity and the scarcity creates value.

[This post was inspired by a poorly edited headline and article in the Times yesterday that got the quote wrong and is also remarkably (or sadly, not remarkably) sexist. It’s hard to imagine it having the same tone if it were written about a man.]



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Marketing Strategies

How to Create a Successful Influencer Marketing Campaign

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When you’re planning how to create a successful influencer marketing campaign, there are many factors that come into play. From what influencer marketing is in 2020 to what to include in an influencer marketing contract to whether you need an influencer marketing platform, it can be overwhelming to plan a strategy that is right for your brand.

The buzz around influencer marketing is echoing loud and clear – it’s THE it trend of the year. From bloggers sharing their “must-haves” on Instagram to subject matter experts endorsing their favorite reads on LinkedIn, you’ve most likely experienced influencer marketing as a consumer.

In fact, according to HubSpot, 71% of consumers are more likely to make a purchase based on a social media reference. Influencer marketing can give brands a more engaging and authentic voice with consumers, so what do marketers need to know when it comes to the continuing rise of influencer marketing?

3 Ways to Improve Your Influencer Marketing Campaigns

Whether your brand is dipping its toe into the influencer marketing pool or you’re looking to ride the wave into even higher sales this year, there are a few key elements to consider: savvy marketers need to have authentic relationships with their influencers, create efficiencies with campaign management, and realize the growing acceptance of micro-influencers.

Let’s dive in further. Here are 3 tips to running successful influencer marketing campaigns.

Tip #1: Focus on Relationships

Now is the time that quality over quantity really matters. The shift towards this more personal marketing approach delivered by influencer marketing has been driven by the increased demand of consumers who want to know that the brands they support not only offer quality products or services, but also, come recommended.

As influencer marketing becomes ubiquitous, one primary realization has crystallized: it’s not enough to identify and pay influencers for single-post campaigns on just one platform. Not all influencers are created equal, and the best way to ensure a successful campaign is to develop relationships with both paid and organic partners who can employ a multi-platform approach, all while using influencer strategies to augment your brand’s internal multi-channel campaigns.

Tip #2: Leverage Data-driven Influencer Marketing Platforms

Over the past several years, influencer marketing has expanded exponentially. In fact, it is now a $5-10 billion dollar industry. So it makes sense that this channel is driving more interest and investment than ever before.

Just like any other marketing initiative, reporting and optimizing is key in understanding the success of your program. Especially now as influencer marketing is gaining traction and understanding in the C-suite, engagement metrics just won’t cut it.

Brands need to partner with a data-driven influencer marketing platform that can provide influencers with the tools they need, track activity and conversions, manage payouts, as well as analyze trends and measure ROI. The ones that are able to automate emails, customize share links, and white-label their programs are the brands that will see the most success this year.

Tip #3: Partner With Micro-Influencers and Customers

How to Create a Successful Influencer Marketing Campaign Image 2

The exact definition of micro-influencer is still being decided as brands select personas with as little as 1,000 followers all the way up to 200,000 followers to champion their brand’s products or services. But one thing is clear: brands are slowing down in the race for social status and one-time traffic boosts that come from celebrity endorsements and focusing more diligently on relationships that provide conversions.

Higher demand for micro-influencers will also mean an increase in the value of their services. Brands will need to be more thoughtful and genuine in creating partnerships with influencers. Most importantly, brands must show micro-influencers how they can benefit from a relationship and/or improve their career.

How to Create a Successful Influencer Marketing Campaign Image 3
How to Create a Successful Influencer Marketing Campaign With Technology

The rising need for influencer marketing software that can keep up with digitally savvy marketers can no longer be ignored. With 92% of 18-to-34 year-olds saying they seek recommendations from friends and family when considering a product purchase, it’s no shock that leading-edge marketing teams across industries are leveraging an influencer marketing platform to automate and optimize this referral-generating channel.

Spending increases are great, but let’s talk about results. What can marketers do to make sure they are on the path to profit when it comes to influencer marketing strategies?

Here are 11 secrets proven to deliver influencer marketing success:

1. Utilize the Portal Registration Page
The portal registration page allows you to collect additional information from your influencers such as their blog URL or social media handles. Once they enroll via the registration form, influencers will automatically be logged into the portal for easy sharing.

2. Auto-Enroll Influencers
For relationships you’ve established with existing influencers, auto-enroll them into your program to make participation turnkey.

3. Kickoff the Program
Don’t just hope that influencers will find your program. Announce your program launch through dedicated emails to start seeing results quickly.

4. Build a Program Overview Landing Page
Provide influencers with a comprehensive overview of the program by having a dedicated page to point them to.

5. Enable Share Codes
Allow influencers to create multiple links that they can customize and redirect to point to specific products or services. Share codes, accessed through the portal, provide influencers with an easy, memorable way to share while gaining additional insight into which sources and mediums convert best.

6. Provide Promotional Assets
Within the portal, you can provide influencers with assets that they can embed on their blog or website. Once embedded, these assets are clickable and trackable.

7. Create an Educational Guide or Video
Send a toolkit with all of the details to new influencers in the welcome email and include a link on your program overview landing page. Include information on what and where to share, how to utilize the portal, recommendations for seeing success and more.

8. Send Dedicated Emails
Encourage engagement by providing useful program information in dedicated emails. These emails can offer suggestions for seeing success or even recommended content to share.

9. Build a Community
Create a place where you provide influencers with exclusive content and recommendations. A private Facebook group is a great way for influencers to communicate with each other and your brand.

10. Utilize a Revenue Share
Most influencer programs offer a commission that is a percentage of the total purchase. Monetary commissions, such as PayPal, are most successful.

11. Offer a Dual Incentive
Rewarding both the influencer and the referee can provide a substantial lift. Coupon codes, which can be presented within a customizable welcome message upon landing on your site, are a great option for incentivizing the referee to convert.

How to Launch and Manage an Influencer Marketing Campaign

From beauty and fashion to software and services, successful companies are using influencer marketing software, like Ambassador, to optimize their word-of-mouth marketing programs.

The best practices shared above can help your brand focus on increasing the quality and quantity of your influencers, while ensuring you are offering the right incentive, at the right time.



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Marketing Strategies

Top 15 Facebook Advertising & Marketing Podcasts in 2020

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Top 15 Facebook Advertising & Marketing Podcasts
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1. Next Level Facebook Ads Podcast

Seattle, Washington, United States About Podcast In Next Level Facebook Ads Podcast, Phil Graham and Sam Carlson help you master Facebook ads and give you an edge over your competition. If you want to be part of a movement that is taking digital marketers to new heights, this is for you. Frequency 1 episode / week Since May 2017 Podcast fbadspodcast.com
Facebook fans 26.5K ⋅ Twitter followers 660 ⋅ Domain Authority 5

2. The Ads Maven with Jenn Possick

The Ads Maven with Jenn PossickSaint Petersburg, Florida, United States About Podcast ‘I know Facebook Ads have been effective for others, but they are too hard and too confusing. I’m running ads now, but I think they could convert for a better cost.’ says host Jenn. The Ads Maven, Jenn Possick is here to help by sharing the secrets behind making Facebook and Instagram ads work for you – to get thousands of new subscribers onto your email list and to sell your products and services to your existing audience online. Frequency 1 episode / day Since Sep 2019 Podcast inspiredchoicesnetwork.com/p..
Facebook fans 6.2K ⋅ Twitter followers 7.7K ⋅ Instagram Followers 1.2K ⋅ Domain Authority 35 ⋅ Alexa Rank 3.2M

3. Learn Paid Media

Learn Paid MediaPortland, Oregon, United States About Podcast Learn Paid Media is a podcast that focuses on teaching you all aspects of online paid media. Nick Banik is a digital marketer with experience managing Google Ads, Bing Ads, Facebook, and Instagram Ads, Pinterest Ads, YouTube advertising, programmatic display advertising, and much more. The podcast focuses on how to learn paid media and how to manage online advertising campaigns for both large and small budgets. Frequency 2 episodes / month Since May 2019 Podcast learnpaidmedia.com/podcast
Twitter followers 43 ⋅ Domain Authority 5

4. Facebook Ads with a Twang

Facebook Ads with a TwangKnoxville, Tennessee, United States About Podcast Facebook ads with a Twang is dedicated to taking the often over complicated process of creating successful Facebook ads and breaking them down step by step in less than 10 minutes at a time. Frequency 5 episodes / quarter Since Jul 2017 Podcast onefocusmarketing.com/blog-page
Facebook fans 11.7K ⋅ Twitter followers 613 ⋅ Domain Authority 23

5. Marketing Lyfe

Marketing LyfeUtah, United States About Podcast Host Taylor Timothy is an online marketer, paid ad expert, and a lead generator. The Marketing Lyfe podcast is to help small businesses , and entrepreneurs get more leads and sales for their business so that they can grow. The key to success is using paid ad platforms such as Facebook, Instagram, youtube, and google. Running Paid traffic is essential for your success. You must be running Facebook ads, Instagram ads, Google paid ads, Youtube ads if you are wanting to take your business to the next level! Frequency 2 episodes / week Since Sep 2018 Podcast buzzsprout.com/696946
Facebook fans 105 ⋅ Domain Authority 68 ⋅ Alexa Rank 10.9K

6. Pin To Top

Pin To TopPhilippines About Podcast Pin To Top is a podcast for Entrepreneurs and Experts who would like to get help doing Facebook Marketing and gain excellent business ideas. Let ‘Pin To Top’ provide you with Facebook Marketing basics, strategies, and tactics – plus excellent business ideas every now and then – to help you maximize your Facebook presence less the overwhelm. Frequency 1 episode / week Since Feb 2019 Podcast anchor.fm/pin-to-top
Facebook fans 871 ⋅ Domain Authority 74 ⋅ Alexa Rank 5.5K

7. eCommerce Uncensored

eCommerce UncensoredWoodland Park, New Jersey, United States About Podcast Fast Forward, Inc is a digital marketing agency in New Jersey. eCommerce Uncensored by Fast Forward, Inc is a podcast dedicated to bringing eCommerce entrepreneurs actionable tips and techniques to grow their sales, email list, and traffic. They’ll talk about Email Marketing, Facebook Ads, Social Media Marketing, Shopify, Woocommerce, Sales Funnels, and much more. Frequency 2 episodes / week Since May 2017 Podcast ecommerceuncensored.com/cate..
Facebook fans 219 ⋅ Twitter followers 174 ⋅ Instagram Followers 1.4K ⋅ Domain Authority 19 ⋅ Alexa Rank 1.4M

8. Social Media Marketing Happy Hour Podcast

Social Media Marketing Happy Hour PodcastParker, Colorado, United States About Podcast The Social Media Marketing Happy Hour Podcast hosted by Dawn Marrs & Traci Reuter is designed for the entrepreneur, solopreneur, small business owner and marketing leader who is ready to learn to leverage organic social media marketing, sales funnels, Facebook advertising, and Instagram ads. Grow your email list, generate more leads and sales and just be more effective with your marketing. Each episode is jam-packed with success tips & nuggets to help you succeed in your entrepreneurial journey. Frequency 2 episodes / quarter Since Jul 2014 Podcast happyhourhangouts.com/catego..
Facebook fans 7.3K ⋅ Instagram Followers 1.9K ⋅ Domain Authority 33 ⋅ Alexa Rank 1.5M

9. The Facebook Marketing Ninja

The Facebook Marketing NinjaClearwater, Florida, United States About Podcast ‘After delivering seminars all over the world, I realized how unique the knowledge I have really is. So I decided to share my ability, to help people become successful in what I view to be the greatest marketing era in humanity’s history.’ is what host Manuel says. Tune in to this podcast to get Facebook marketing insights, tips, and ideas from Manuel Suarez. Frequency 3 episodes / month Since Mar 2018 Podcast anchor.fm/facebookninja
Facebook fans 3.9K ⋅ Twitter followers 237 ⋅ Instagram Followers 11K ⋅ Social Engagement 1 ⋅ Domain Authority 74 ⋅ Alexa Rank 5.6K

10. The Content Fix

The Content FixRichmond, Victoria, Australia About Podcast Do you want to know how to use content, social media and digital marketing to make people aware of your business, build engagement and convert that audience into customers? The Content Fix podcast provides you with mini masterclasses and interviews to transform your content and social media from a time drain to a winning business strategy. Tune in to learn the techniques for expanding your business. Frequency 1 episode / week Since Jun 2019 Podcast jillianbowen.com/podcast
Twitter followers 6.7K ⋅ Social Engagement 33 ⋅ Domain Authority 6 ⋅ Alexa Rank 2.8M

11. Casual Fridays

Casual Fridays San Diego, California, United States About Podcast This is a podcast for marketers and entrepreneurs looking to get on the social media fast track. Tyler also shares tools and processes he personally uses to help him with social media management, marketing, productivity and more. Frequency 1 episode / week Since Aug 2013 Podcast casualfridays.com/category/p..
Facebook fans 4.7K ⋅ Twitter followers 4K ⋅ Instagram Followers 1.1K ⋅ Domain Authority 40 ⋅ Alexa Rank 1.2M

12. Exposure Ninja

Exposure NinjaNottingham, England, United Kingdom About Podcast Looking for ways to increase your website’s visibility and significantly grow the sales it generates? Join bestselling digital marketing author and Head Ninja at Exposure Ninja Tim Cameron-Kitchen as he, the Ninjas and special guests share ‘real-life’ actionable tips straight from the digital marketing front line. Frequency 5 episodes / quarter Since Oct 2016 Podcast exposureninja.com/podcast
Facebook fans 4.6K ⋅ Twitter followers 2.1K ⋅ Instagram Followers 839 ⋅ Domain Authority 42 ⋅ Alexa Rank 140.2K

13. You Unplugged

You Unplugged Berkeley, California, United States About Podcast Tips, interviews, and shortcuts for marketers who realize they MUST stand out to be noticed. Kim Klaver helps marketers who want to get regular customers engaging others like a normal person, and automatically on Facebook and email. Frequency 15 episodes / year Since Jun 2015 Podcast youunplugged.com
Twitter followers 2.3K ⋅ Social Engagement 1 ⋅ Domain Authority 13 ⋅

The post Top 15 Facebook Advertising & Marketing Podcasts in 2020 appeared first on Feedspot Blog.



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Marketing Strategies

Your Demand-Gen Strategies Have A “Last Mile” Problem (Here’s How to Fix It)

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/

/As a demand gen leader, you and your team are working hard to capture the attention of your target audience and nurture them through the buyer’s journey. You’re constantly strategizing, launching new campaigns and optimizing your performance. And each month, you hand off a healthy number of leads to your sales team.

But only a small fraction of those leads become customers. And as the pressure mounts to achieve ever-increasing revenue goals, your organization’s sales and marketing teams become embroiled in a vicious blame game. 

Sales leaders complain the leads marketing sends aren’t any good, marketing leaders argue the sales team isn’t working hard enough to close the leads they send and no one can agree on how to make things better. Because, while marketing tech improves your ability to turn content into leads, it stops short of helping you transform leads into sales.

It’s a frustrating problem that’s neither squarely in the realm of sales or marketing, but an organizational fumble in the last mile: The critical window between earning a lead and landing the first meeting.

Why does this happen? And what can you do to fix it? At Kronologic, we’ve spent the last year investigating these questions. And here’s what I’ve discovered:

Why Do So Many Organizations Fail In The Last-Mile?

For more than a year, my company has been working with sales and marketing executives at many of the world’s fastest-growing organizations, and we uncovered something unsettling: Companies are losing, on average, between 30% and 80% of their leads before they ever become opportunities. That translates into literal millions of dollars left on the table every quarter (and, in some cases, every month).

We also discovered three main reasons organizations lose those leads:

  • Competition is rising: The marketplace is more crowded than ever. Time is a precious commodity and even if you manage to capture a prospect’s attention and keep it through the initial phases of the buyer’s journey, there are zillions of other vendors/projects/problems vying for their attention.
  • Customers are growing more informed: Thanks to big data and the proliferation of content, your prospects have access to most of the same information you do. Much of the buyer’s journey happens before someone reaches a salesperson.
  • Everyone is busy: You’re busy. Your sales team is busy. Your audience is busy. All our calendars are brimming with meetings, phone calls and appointments, and the further you have to push out a conversation, the less likely it is to happen. It’s essential you nail down a time when your solution is still top-of-mind for your prospect because your sales team’s window of opportunity for landing a meeting shrinks exponentially every hour.

What Can You Do To Fix It?

We’ve identified the problem and why’s it’s happening, but what can we do about it?

Here’s where I give you some good news: You have the power to significantly reduce your last-mile problem. In fact, as an industry-leading marketer, there’s a good chance you’ve already identified lead deficit as a top KPI and begun building strategies to reduce it.

Early attempts to address this issue have emerged in the form of Calendly and other link-based schedulers that your sales team may be relying upon today. (And before link-based schedulers, you could summarize the industry strategy as “death by a thousand emails.”)

But those solutions are still too passive, requiring too much time and activity from a busy salesperson and their equally busy prospects. Plus, there’s no way to prioritize higher-value meetings.

Instead, you need technology that monitors leads’ actions and behaviors and automatically connects both parties at the moment you’re most likely to earn a meeting. (At Kronologic, we call this an Active Scheduling Platform.) By leveraging behavioral data and automating the appointment-setting process, you can capture a larger chunk of your leads and take back the millions (or tens of millions) you’re likely leaving on the table.

Plus, when salespeople aren’t spending vast portions of their workweeks playing email tag with leads, they can focus on other revenue-generating efforts. Like identifying which prospects’ pain points match to your company’s value propositions, for example, and having meaningful conversations that lead to highly profitable, long-term relationships.

The last-mile problem can feel insurmountable in our world of hyper-busy days, jam-packed schedules and shrinking attention spans. But, by relying on the right tech, you can seize opportunities to schedule those critical conversations and heal the discord between sales and marketing for good.


Aaron Bollinger is the Co-founder and CRO of Kronologic. Aaron is a winemaker, sales leader and former TV producer who’s not satisfied unless he’s taking on a new challenge. He’s spent most of the past two decades selling technology solutions to the world’s largest brands at all stages — from pre-seed to IPO and everything in between.



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