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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SMQ Issue3 digital


 

say poor thought leadership 

has led them to decide  

NOT to award business  

to a company

30

However, there’s 

another side to this:

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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

MORE FEEDBACK

Integrating feedback received by both teams 

enables collected intelligence that paves the way 

for higher conversion and win rates.

3

BETTER IMPLEMENTATION OF 

FEEDBACK

Integrated sales and marketing systems share 

customer preferences across both teams, 

ensuring that sales and marketing reach out in 

appropriate ways. 

4

LEADERSHIP SUPPORT

From consistent air cover on the importance 

of collaboration, to investment in maintaining it, 

leadership support makes sales and marketing 

alignment self-reinforcing.

5

EFFICIENCIES ALL ROUND

Aligned teams avoid duplication of effort and 

confusing experiences for prospects, pinpointing 

problems and amplifying their impact.

6

BETTER DEFINED STRATEGY

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

MORE MEANINGFUL CUSTOMER 



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.

Explore how to unlock greater sales  

and marketing alignment in our eBook,  

The Power Couple, available at  

lnkd.in/powercouple

LINKEDIN STUDIED THE STATE OF SALES AND MARKETING ALIGNMENT by surveying over 7,000 

sales and marketing professionals worldwide. Our research proved how alignment consistently drives 

greater growth, customer loyalty and profitability. Here’s how it happens:

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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 :

 

Include a clear call to action

  

Ask yourself: What will they take 

away from this piece of content? 

What will compel a click? 

  T H E   L I N K :

 

Create a shortened URL using Bitly 



or other URL shortening tool

 

Add tracking code parameters to 



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 :

 

1200x627 pixels is best

 

Select something eye-catching 

that will stand out in the feed 

 

Branded imagery is better for 



recognition and consistency

 

Ensure the image matches the 



messaging

 

Keep the text light



  T H E   T E X T :

 

Keep it to 150 characters or less.

 

Ask yourself: Would I click this?

 

Include a spicy point of view or an 



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.

3.

 How to Rock Social Media with Guy 

Kawasaki 

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.

6.

 SEO Fundamentals 

Learn how to conduct keyword research,  

optimize content, and build reputable links.

7.

 Google AdWords Essential Training 

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.

9.

 Lead Generation Fundamentals 

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.

You can search for all of these courses and 

more at LinkedIn Learning. Build your 

skills at lnkd.in/linkedin-learning

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:

10

BACK TO CONTENTS PAGE


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.

PILLAR 2:

  

INNOVATION

 

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.

PILLAR 4:

  

CONTINUOUS OPTIMIZATION

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:

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       33

Do you know the story behind the  

‘Big Rock’ content concept?

The story  

that should 

shape your 

content strategy

THE MOST IMPORTANT STORY EVER TOLD ABOUT CONTENT 

MARKETING STRATEGY ISN’T ACTUALLY ABOUT CONTENT 

MARKETING STRATEGY. It’s about finding meaning in life – and 

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.

See the full ‘Big Rock story at  

lnkd.in/bigrock

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.

WHO PLAYS MUSIC ALOUD IN THE OFFICE?

WHO’S GOT THE GROOVE?

EMPLOYEES MOST LIKELY TO LISTEN TO MUSIC AT WORK

WHEN WE INCLUDE PEOPLE LISTENING THROUGH HEADPHONES THE NUMBER OF 

WORKPLACE MUSIC LOVERS GROWS – INCLUDING AT LARGER BUSINESSES

TOP 3 INDUSTRIES SAYING THEIR WORK PLAYS MUSIC ALOUD DAILY

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 



2

3

4

 

How to make 



 a quick and easy

 professional video

 for LinkedIn

BACK TO CONTENTS PAGE

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 LightThe 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 

Camtasia and 

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 

Videoblocks.com and  

Audioblocks.com. Both of these are subscription based 

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



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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.

 ALEX RYNNE:

How can marketers tell more effective stories to 

facilitate learning?

 

PAUL PETRONE: 

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

Paul Petrone, Editor in Chief of the LinkedIn Learning blog, tells 

Alex Rynne why data can’t succeed without storytelling skills

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.

 ALEX RYNNE:

What are your favorite LinkedIn Learning courses that do a  

good job of storytelling? Any particularly memorable narratives? 

 

PAUL PETRONE: 

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 

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