M a r k e t e r the seven plots all stories must follow
say poor thought leadership has led them to decide NOT to award business to a company 30
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has led them to decide NOT to award business to a company
However, there’s another side to this:
30 S o p h i s t i c a t e d M a r k e t e r T O O L B O X The 7 most
important benefits of sales and
marketing
alignment 1 CLEARER CUSTOMER UNDERSTANDING Aligned teams are able to create more accurate buyer profiles and deliver a seamless experience through shared understanding of the customer journey. 2
Integrating feedback received by both teams enables collected intelligence that paves the way for higher conversion and win rates. 3
Integrated sales and marketing systems share customer preferences across both teams, ensuring that sales and marketing reach out in appropriate ways. 4
From consistent air cover on the importance of collaboration, to investment in maintaining it, leadership support makes sales and marketing alignment self-reinforcing. 5
Aligned teams avoid duplication of effort and confusing experiences for prospects, pinpointing problems and amplifying their impact. 6
Sales and marketing alignment makes organizations more strategic, with a shared view of priorities that links back to revenue generation and enables more effective business planning. 7
JOURNEY MAPPING Once sales and marketing stop owning different parts of the funnel, you’re free to map customer journeys more realistically and collaborate on effective account-based marketing.
sales and marketing professionals worldwide. Our research proved how alignment consistently drives greater growth, customer loyalty and profitability. Here’s how it happens:
S o p h i s t i c a t e d M a r k e t e r 31 ANATOMY OF A COMPANY UPDATE essential LinkedIn Learning videos for marketers What makes a Company update stand out in the feed of your followers and drive engagement? Here are the key characteristics, based on our own top performers: T H E C T A :
or other URL shortening tool
the end of your link so you know where traffic is coming from. Basic src and utm parameters are best to track within Google Analytics. T H E I M A G E :
recognition and consistency
messaging
T H E T E X T :
interesting statistic 1. Shane Snow on Storytelling Best-selling author Shane Snow shares the core narrative principles that underline any type of storytelling. 2. Neil Blumenthal on Branding Neil Blumenthal, Co-Founder and Co-CEO of the disruptive visionware brand Warby Parker, shares how he took on a near-monopoly through clever marketing.
Guy Kawasaki has built a personal audience of over 11 million followers on social – one of many reasons why he’s ideal for this short course. 4. Marketing Fundamentals Everything from defining marketing’s role to developing a strategy for pricing, promotion and more. 5. Online Marketing Fundamentals SEO, social media, email, display advertising, and content: it’s all here.
Learn how to conduct keyword research, optimize content, and build reputable links.
Learn how to set up an account, launch campaigns, monitor performance, and optimize. 8. Google Analytics Essential Training How to use Google Analytics to keep track of more than just visitor numbers.
Lead generation strategy and practice, from the early awareness stages through the purchase decision and beyond. 10. Crisis Communication The basics of building a crisis response team, crafting messaging, and conducting post-crisis evaluation.
Marketing technology and audience preferences constantly change, which is why the most successful marketers never stop learning. Here are the best LinkedIn Learning courses to keep you on top of your game:
32 S o p h i s t i c a t e d M a r k e t e r T O O L B O X PILLAR 1: TRUE CUSTOMER-CENTRICITY
Amazon doesn’t settle for giving customers what they want today, or what they chose last time they interacted with the business. It’s focused on staying ahead and anticipating what customers will want tomorrow. Bryan believes any business is capable of the same. It’s not necessarily about data or resources – it’s about a shift in mentality.
Most businesses might struggle to innovate at the same rate as Amazon – but that doesn’t mean they can’t innovate in telling ways that differentiate them from the competition. You don’t have to innovate a wholly new technology; just a new way of doing things that’s rooted in your understanding of customer needs. As Bryan says, you don’t need to obsess about innovating with Virtual Reality (VR) or Augmented Reality (AR) when you can make a huge difference for customers just by improving your instruction manual. PILLAR 3: AGILITY True corporate agility isn’t relying on gut instinct or flying by the seat of your pants. It happens by design. Use your understanding of customer needs to anticipate what people might want in the future, then plan so that you’re ready to deliver it at speed. It’s the equivalent of Amazon redesigning its entire MP3 online store within just two hours of the death of Michael Jackson – a possibility the company had planned for.
When you run a business that anticipates what people will do, innovates all the time and does all of this at speed, you’re going to make the odd mistake. Things can go wrong quickly, so to make it all work, you need a system for fixing them that’s just as fast. That’s why continuous optimization is written into Amazon’s DNA. It’s a process that enables the company to take intelligent risks – and come out on top. COULD YOUR
BUSINESS BE LIKE
AMAZON? Bryan Eisenberg claims that any business, large or small, can copy one of the most innovative companies on the planet. Here’s how to set yourself up to do so: BRYAN EISENBERG IS THE AUTHOR OF, BE LIKE AMAZON: EVEN A LEMONADE STAND CAN DO IT. It’s a book that claims even the smallest business can learn from one of the fastest-growing companies ever to have existed. You don’t necessarily need big investors, a major R&D budget or access to disruptive new technologies – but you do need to pay attention to these four pillars:
S o p h i s t i c a t e d M a r k e t e r 33 Do you know the story behind the ‘Big Rock’ content concept? The story that should shape your content strategy
that’s why it’s such a powerful guide to delivering meaning through content. The story is about a professor, who stands up in front of his university class, fills a jar with big rocks and then asks the class if the jar is full. “Yes,” they all reply. The professor then pours pebbles into the jar and rolls the jar around so the pebbles fill the gaps. “Is it full now?” he asks, to which the students reply, “well, yes, now it is.” Only then does the professor take a box of sand and pour it in, filling all of the remaining gaps. The professor then asks his class to recognize that the rocks represent the most important things in life, like health, family and relationships. If all else were lost and only the rocks remained, a life would still be meaningful. The pebbles are other important things like careers. The sand is the small stuff like material possessions. The point the professor makes is that it’s the order in which these things are prioritized that matters. Focus on the small stuff first by pouring the sand in, and there’s no room for anything else. Focus on the important ‘Big Rocks’ first, and you’ll be able to find meaning on every level. This is the essence of a ‘Big Rock’ content strategy. Prioritizing the most important content, where you have something important to say, will leave plenty of room for lots of smaller, tactical executions to work around it. Obsessing with the day-to-day stuff and pushing content out there just for the sake of it risks missing the opportunity to say something that matters.
We interviewed just under 2,000 professionals on LinkedIn about their listening habits at work. Here’s what we discovered about the people using music to make them more productive, and those who prefer to concentrate in peace and quiet.
of SMB employees listen to music daily (including through headphones) of mid-level business employees do of enterprise-level business employees do Whereas only 29 % of Managers do 41 %
of entry-level employees listen to music daily 26% 35% 36% Small businesses 30 % Enterprise-level businesses 16 % 30% of Small businesses play music aloud daily but that figure drops by nearly half to 16% for enterprise level companies 19 % Recreational 26% Consumer
33% Manufacturing 34 S o p h i s t i c a t e d M a r k e t e r Once you get the right gear along with a mindset for video, it’s remarkably easy to create a good quality film on the fly using a smartphone with a powerful camera. However, you need to cut through all of the shaky, vertical framing and bad audio that’s out there. With just a few simple fairly inexpensive tools, you can help your message break through the noise. THE KIT This kit could all be yours for $175 (around £130 or €150), a worthwhile investment in your portable video studio. 1. Mini Tripod for Smart Phone: Camera shake is incredibly annoying for viewers, so don’t hold your phone and invest in this kit instead. A simple mini tripod will keep your shot stable. Rhodesy RT-01 Octopus Style Portable Tripod Stand Holder for iPhone, Any Smartphone, Camera with Universal Clip. T O O L B O X 2. Simple Lav Mic: I recommend the Rode Smartlav+ Lavalier Microphone . There’s a native app for the iPhone but not for Android, so if you prefer Android (as I do), download the RecForge II app from Google Play. It works flawlessly with this mic and sounds fantastic. If you want even more advanced results, record audio separately and sync in post. 3. LED Light: Light is your best friend when shooting a video. Don’t get caught with a bad light source. Carry your own instead. I recommend the Commlite CM-L50BII Dimmable 50 LED Ultra High Power Panel 1 2 3 4
How to make a quick and easy professional video for LinkedIn
W0RDS BY JASON MILLER Here’s exactly what you need for creating remarkable professional video content for LinkedIn S o p h i s t i c a t e d M a r k e t e r 35 Universal Mini camera Light. The great thing about this LED light is that it also works with DSLR cameras so you can keep using it if you upgrade your equipment from a smartphone. 4. Remote Shutter Release: This is ESSENTIAL if you are a one-man-band recording your video. Not only will it cut out any need for editing (that is if you can capture what you want in one take) but it’s also great for interviews on the fly. I recommend the CamKix Wireless Bluetooth Camera Shutter Remote Control for Smartphones. EDITING IS STORYTELLING As a good marketer, it’s vital that you learn basic video editing as soon as humanly possible. The good news is that there is a slew of great software and apps to help you, and they are super easy to learn. You just have to commit some time to learning the basic techniques. Once you get these down, you can get creative and make your videos stand out even more with edits that enhance the message, keep your films concise, and add impact to the story you are telling. Start out by downloading a free trial of
watch the tutorials. No need to go crazy but the getting started and editing basics installments are must. Once you learn this interface, you’ll find that the basic workflows are similar if you decide to upgrade to Adobe Premiere or FinalCut. This means that you can continue to grow and The Camtasia Studio 8 Essential Training module is a great starting point for learning basic video editing. You’ll find it at lnkd.in/linkedin-learning expand your editing capabilities if you decide you need more robust features. There are several free tutorials on the
TechSmith website, or you can take it up a notch and check out the offerings from LinkedIn Learning. BONUS TIP FOR EDITING If you really want to take your video production skills up a notch, add in some B-roll footage and music. Stock B-roll footage can add another dimension to your storytelling and help break up the corporate talking head. Music can add drama and evoke emotion and it’s super easy to drop in during editing. I recommend
with unlimited downloads of stock video footage and one hell of a collection of unlimited audio downloads. Simply type in your keywords or choose the mood you are trying to convey, download the clips and drop them into the editor. Remember that there is no right or wrong way to shoot a video, this is the best setup I’ve found after TONS of research on how to do a quick, professional video on the fly. Have fun shooting – and make a better video than you did yesterday. BACK TO CONTENTS PAGE P64 Hipster's Guide_MC_FINAL.indd 64 25/09/2017 11:39 BACK TO CONTENTS PAGE S o p h i s t i c a t e d M a r k e t e r 37 ALEX RYNNE: At Stanford University, they found that statistics combined with stories have a retention rate of 65–70%. That’s insane. How do you think storytelling helps with learning? PAUL PETRONE: We get tons of stats thrown at us each day, and I forget them immediately. And yet there are stories from my youth I still think of and am inspired by. Data is great because it legitimizes what you say, so it’s real news instead of #FakeNews. But, to bring that data to the next level, you need to combine it with a story. The marketing we’ve personally tested that combines both data and storytelling has been by far the most effective. The bottom line is this: storytelling without data is fluff. Data without storytelling is forgettable. Data with storytelling is epic.
The biggest mistake marketers make is they write the story ahead of time, as opposed to letting the story come to them. I’ll often see “data-backed” ebooks, for example, where data and stories are used to backup a point- of-view the marketer already held. That’s the exact wrong approach. STORYTELLING WITHOUT DATA IS FLUFF. DATA WITHOUT STORYTELLING IS FORGETTABLE. DATA WITH STORYTELLING IS EPIC THE SECRETS OF EPIC
STORYTELLING THROUGH DATA
Instead, do the opposite. Get the data first to understand the trends, but even then, really listen when collecting real-life stories from the field. From that, you can tell authentic stories that’ll resonate with your audience, as opposed to merely preaching your value proposition at them.
My favorite LinkedIn Learning courses are anything by Elizabeth and Lisa Earle McLeod. They do a great job of teaching through stories. For example, they have a great course on coaching employees through difficult times. But rather than just tell, they show with real-life scenarios of what those coaching conversations look like. To me, even though they aren’t marketing courses, marketers can learn a lot from them, as they do a great job of combining data with storytelling. If you are looking for a marketing-specific course, I’d recommend Jonah Berger’s excellent course on Viral Marketing (plus, it’s free). In an increasingly noisy digital world, stories are perhaps our most Yüklə 13,79 Mb. Dostları ilə paylaş:
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