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Is Your Lead Nurturing Strategy Doing More Harm Than Good? 5 Common Mistakes You May Be Making

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Are you having trouble turning leads into sales? This could be because you’re not maximizing your lead nurturing strategy. Or maybe your lead nurturing strategy is doing more harm than good. Don’t fret, because this post is here to help you identify mistakes you may be making in your lead nurturing strategy and once these mistakes are identified, you’ll start turning more leads into sales.

A lead nurturing strategy is just as important as your strategy to generate leads. If you’re generating a ton of leads but aren’t nurturing them correctly, you might as well not be generating them in the first place.

The following 5 mistakes are common content marketing mistakes when it comes to any lead nurturing strategy. If you recognize any of these as mistakes that you’re making, there is plenty of time and strategies to fix the problem!

Mistake #1 Skipping the Research Phase

Researching buyer personas and the type of content that resonates with your audience is a crucial part of the initial phase when implementing a lead nurturing strategy.

Identifying pain points that your target buyers experience helps you develop the type of content to drip them.

Also understanding the customers journey as it is unique to your brand is an important part of the research phase. The journey makes you aware of what to drip your leads and when to drip it to them.

How to fix it: Carve out time in your schedule and spend time creating your buyer personas, this template from HubSpot is a great resource to use. After you’ve created your buyer personas, map out your consumer’s journey on a piece of paper. Note the questions and pain points they will encounter and make a plan to solve these pain points with the right content.

Mistake #2 Doing a Sales Pitch Too Soon

A lot of marketers make the mistake of doing a sales pitch too soon. Leads need a healthy amount of thought leadership and educational content so that you can establish brand credibility and brand trust before you make the sales pitch.

The sales pitch can also happen too soon if you’re marketing goals aren’t aligned with your sales team. Sales teams can sometimes jump in and do the sales pitch before you’ve had the chance to nurture the lead. So, it’s crucial that sales and marketing goals are aligned.

How to fix it: Set up an email drip campaign that drips leads 5 emails/pieces of content before you lay your sales pitch on them. Make sure sales is aligned with this goal so that they don’t reach out to leads until they’re “hot.”

Mistake #3 Ignoring Campaign Data

Your lead nurturing program churns out a lot of data. Are you analyzing this data? From open rates to conversions, there are a lot of clues in your campaign data when it comes to your lead nurturing strategy. Some things to examine are:

  • What subject lines had the highest open rate?
  • What pieces of content convert a lead into a sale?
  • Which messages cause a lead to unsubscribe from your emails?
  • What time of day and which days of week do your emails get opened more?

After examining this data, you will be able to make tweaks that will convert more leads into sales.

How to fix it: Monitor your data once a week and refine your lead nurturing program on a continuous basis. Each week, you should start to see better and better results. When you identify which pieces of content have the highest conversion rates, be sure to make more of that type of content.

Mistake #4 Forgetting to Update Your Drip with Fresh Content

Because you are putting out fresh content every week, you’re going to want to continuously update your lead nurturing drip. Many marketers make the mistake of creating a drip program and leaving it alone for too long. This content can become out of date and your leads can feel like they’re not getting new information from your brand.

One thing to note, though, is that your drip should keep a balance of being filled with your new content and with your best content. Things like ebooks and case studies have a longer shelf life and can stay a crucial piece of your drip campaigns for a while. Blog posts, however, should be updated every few weeks so that your leads feel like they’re getting the latest information.

How to fix it: When it comes to blog posts in your drip campaign, refresh them once a month. When it comes to ebooks and case studies, refresh them every 6 months.

Mistake #5 Not Utilizing the Right Converting Content

There are a lot of things to consider when uncovering the content that converts. First, mapping out your buyer’s journey can clue you into what types of content will convert a lead into a sale. Second, monitoring campaign data will clue you into what types of content will convert a lead into a sale. Between these two things, you should have a pretty good understanding of what types of content turn leads to sales for your brand.

How to fix it: Common forms of converting content are white papers and case studies so be sure to use these types of content at the end of your email drip sequence.

Final Thoughts

The lead nurturing mistakes that we’ve outlined occur commonly in both big and small brands so if you are making any of these mistakes, you’re not alone! Hopefully we gave you some easy fixes for these mistakes so that your lead nurturing program will start converting more leads into sales.

A commonality in these mistakes is time so make sure that you budget enough of your time each week to analyze your campaign and continue to refine it. Although feeling like you already don’t have enough time in your day may be the reason you make these mistakes in the first place, it’s important to allocate time to analyzing and tweaking your strategy each week.

Do you make any of these lead nurturing mistakes? We’d love to hear from you on Twitter @Feed_Otter

 

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How DivvyHQ Became an Essential Content Marketing Platform

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DivvyHQ is a content planning and workflow tool used by heavy hitting content producers like Aflac, Red Bull, Mercedes-Benz, the National Geographic Channel, and many others.

We talked to DivvyHQ co-founder Brody Dorland about how the content marketing platform company got started and how a company lines up high-value customers like the ones listed above.

Brody Dorland, co-founder of DivvyHQ

As you’ll read, DivvyHQ’s success has a lot to do with the co-founders’ strategic networking tactics. (Spoiler: Content Marketing Institute founder Joe Pulizzi played a big role in the launch of the platform).

Specifically, Dorland and co-founder Brock Stechman were super smart about finding allies, building relationships with influencers, and understanding customers from the perspective of an agency and product developer.

Here’s the DivvyHQ story, including what you can do to put yourself in similar positions.

Part 1: Finding Allies

Ten years ago, digital marketing was still a relatively new concept. For many companies, it was a wholesale shift in how they marketed themselves, and the process changes proved difficult to manage.

As Dorland explained, “Email platforms like MailChimp and Constant Contact were making email marketing really easy to do, websites and blogs were getting easier to deploy through platforms like WordPress, and all of the social networks were starting to explode. Companies were trying to come to grips with all these new marketing technologies. They recognized the power of leveraging all these new channels to engage customers, but these new channels required a regular flow of good content.”

Dorland and his partners created their own proprietary marketing strategy process, a big part of why his own marketing consultancy took off around 2008. He had a knack for seeing how all of those new moving parts he spoke of — email marketing, blogging, SEO, social media channels, etc. — should work together.

One of the primary deliverables for new clients going through their strategy process was a starter editorial calendar which covered the first three to six months of content.

“It was all of the web, email, and social content — the actual individual topics we’re going to cover, who was responsible for them, who the audience was going to be — everything we needed to execute the new strategy we had just developed for them,” Dorland said.

However, executing those strategies was always a challenge. “It got to the point where, as the projects continued to grow in scope and scale, my hoard of freelancers got harder and harder to manage on individual projects,” Dorland explained.

Enter Brock Stechman, whose agency, Brockton Creative Group, already had a full service team — including designers, writers, photographers, and website developers — ready to execute Dorland’s marketing strategies.

Dorland and Stechman — both from Kansas City — decided to team up.

“We essentially merged behind the scenes,” Dorland told us. “Any time anything came through the Brockton Creative Group front door, they would bring me on to do the upfront strategy engagements. For anything that came through my front door, I would have Stechman’s team do all the execution. And we started doing that for every project.”

The DivvyHQ team

The partnership was a huge success, and it was the beginning of a long-term arrangement.

Part 2: Building Relationships With Influencers

In 2011, content marketing was gaining traction as a driver of strategic business growth. Not coincidentally, 2011 was also the year the Content Marketing Institute was founded and the first Content Marketing World conference was held.

(That will become important in a bit.)

Dorland, along with co-host Jayme Thomason, launched a podcast called Content Marketing and Merlot to discuss content marketing tactics and build connections around this important new facet of online marketing.

The show’s not available online anymore, or we’d link an episode for you. We did find a few old landing pages from previous episodes (even though the audio didn’t work).

“The podcast was integral in gaining some of those early relationships,” Dorland told us. “Even today, there’s still a certain amount of novelty to being asked to be a guest on a podcast. It opened some major doors to people like Joe Pulizzi and Jason Falls.”

The team usually recorded the podcast in the atmospheric cellar of a wine retail store near their office. After work, they’d buy a bottle of wine, set up their audio equipment, and discuss both the wine and content marketing concepts.

Doing a podcast about a new concept (content marketing) in a novel way (while enjoying wine) was a winning combination.

Dorland explained the content marketing part further: “We would dedicate an episode to something like the importance of proper persona development, because we were literally doing that as part of our day-to-day process and digging into what that entails.”

The podcast also helped potential clients understand the value behind what they offered. “It could be its own marketing machine by itself,” Dorland said.

Part 3: Taking Advantage of Opportunities

Developing relationships is a lot like placing bets.

You never know which one will hit, but the more bets you make (or, the more relationships you develop), the more likely one or more of them will pay off — sometimes in ways you’d never dreamed were possible.

Stechman and Dorland were developing their skills and their network — all around the topic of content marketing.

Their biggest issue was scale.

When Dorland created those starter editorial calendars to map out six months of deliverables for each client, he did it using an Excel spreadsheet.

Back in 2011, people weren’t widely using cloud-based documents (such as Google Sheets).

That led to all kinds of problems.

The calendar was emailed around between team members and clients, and no one was ever quite sure if they had the latest version of the calendar or not.

Projects sometimes got lost. Deadlines were sometimes unclear. It worked well enough to get by, but it could be messy.

That led the team to try several project management tools. They, at least, were cloud-based. They worked well for general projects, but nothing they tried had the features they really needed to manage a full content process.

“What if we just build something ourselves?” the team concluded out of frustration one day.

Their concept was to replace the Excel spreadsheets with something more collaborative: a project management tool specifically designed to organize content strategy, content planning, and production workflows.

 DivvyHQ’s 1.0 calendar interface

It seemed like a great idea to improve their internal efficiency, and they started to wonder if there was a market for a content marketing management tool beyond their own organization.

Dorland had established a relationship with Joe Pulizzi, founder of the Content Marketing Institute, based on Pulizzi’s appearance as a guest on the Content Marketing and Merlot podcast. So they ran the idea by him.

“Joe Pulizzi was on the board of a company in Kansas City,” Dorland said. “We found out he was coming to KC for a board meeting, so we bought him dinner and said, ‘Hey, we’re thinking about building something. Is this something that would be a viable idea to roll out to this starter industry you’re working on?’ And he was like, ‘Absolutely.’”

 

It was at this moment that opportunity struck: Pulizzi made them an offer.

If Dorland and Stechman could put something together in time, Pulizzi said, they could demo their new tool at the first Content Marketing World event happening later that year (September of 2011).

So they got to work. Stechman led the effort to raise around $90K from friends and family to accelerate the process of developing the platform. They incorporated a separate company, created a prototype in two months, and launched the newly named product, DivvyHQ, at the event.

Pulizzi had been right about demand for a solution like this. There were several Fortune 500 companies in the audience for Dorland’s presentation.

“There were representatives from McDonald’s, Toyota, Dell, and Nokia at the event… And they immediately signed up for a beta because, as it turns out, we weren’t the only ones struggling with the painful process of creating content,” Dorland said. “It exploded from there. We got over 500 companies on our beta between our pitch at the show and promotion of the launch on Twitter.”

Part 4: Listening to Customers

In the years since that September 2011 presentation at Content Marketing World, Dorland and Stechman have raised $3.5 million between two rounds of VC funding.

They could have raised more, but revenue has been growing enough to meet their needs. “We’ve been able to sustain solid growth without getting additional funding,” Dorland told us.

One key to their success since launching their product has been their dedication to their customers.

When the DivvyHQ platform launched, they were still running an agency as well, and that gave them unique insights into the needs of their customers.

For instance, their agency clients helped them understand that teams within a single company may prefer to work independently on different campaigns and strategies. They built DivvyHQ around that idea.

“Customers were able to use a hub-and-spoke structure, so that at the hub, the executive team can see everything that’s going on in all of the different spokes,” Dorland said. “Meanwhile, the different spokes could also set up their development environments the way they needed to, with their own strategies and workflows.”

As their user base grew, they developed new features to support different types of clients.

For example, in the early days, one large client came close to crashing their system. They added upwards of 250 users and were trying to manage thousands of content projects from one account, a use case and scale Dorland and Stechman had not yet considered.

Once they saw the need, they made changes accordingly.

DivvyHQ: What the Content Marketing Platform Looks Like Today

DivvyHQ’s current calendar view

Eight years after its initial beta launch, DivvyHQ has grown into a robust platform that has defined a completely new category of software: content marketing management platforms.

Currently, the platform is used by thousands of marketers to oversee and execute content marketing strategies.

It’s an ideal choice for companies committed to content marketing — or that are looking to improve their content process.

It also has a free trial if you want to try it out.

The Power of Personal Connections

Throughout the DivvyHQ story, Dorland and Stechman expanded their network while gaining experience and insights by:

  • Collaborating with each other. They accomplished more together than they could have on their own.
  • Leveraging a channel (the podcast) that connected them to influencers.
  • Broadening their reach with agency work and product development.
  • Listening carefully to customers.

They didn’t know that Joe Pulizzi would be a key reason they’d be able to get in front of heavy hitters like Toyota and Nokia.

They were — however — working hard to put themselves in a position for those kinds of lucky breaks to happen.

When opportunities arose, they took advantage.

Whether you’re growing a business or just want to advance your career — that’s advice worth remembering.

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How to Create Content that Converts Leads into Sales

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Content marketers have a broad variety of tasks. Creating content, promoting content, engaging with readers and running social media channels are just a few of the many things you probably have to do each day. One thing that often gets overlooked is ensuring that you’re creating content for all stages of the buyer’s journey to fill up the content marketing funnel.

Your goal as a content marketer is to promote thought leadership for your brand and bring in new leads that hopefully convert into sales. It’s a lot of work and it’s crucial to walk leads through the buyer’s journey to land more clients for your brand.

Research from Content Marketing Institute tells us that 90% of marketers are using content marketing to generate demand and fill the top of the content funnel. However, only 60% of marketers use content to persuade a lead to check out a brand’s product or service thus not helping them convert from a lead to a sale. This shows us that a lot of marketing organizations have a disconnect when it comes to using content to appeal to all stages of the buyer’s journey and fill up their content funnel.

This post is here to help you understand what types of content you can produce that will get more sales for your brand and earn gold stars from your boss for your successful content marketing approach. Let’s dive in.

Become a Content Funnel Expert

Image courtesy of SEMrush.com

Awareness: The awareness stage is how a new lead discovers your brand either through search or through a piece of content that you produce. Blog posts, social media and ebooks are all common ways that a new lead enters into the content funnel and becomes aware that your brand exists. Awareness content is usually thought leadership content and strays away from pitching your brand within the content.

Consideration: The consideration phase happens after a lead becomes aware of your brand. Usually in this stage, they are taking a deep dive to learn about your brand and compare it to your competitors. When a lead is in the consideration phase, they digest more active forms of content like product reviews, white papers, webinars and more. Consideration content has the potential to filter out leads who aren’t a good fit for the brand making the leads that progress to the next stage qualified.

Conversion: The conversion phase is when the lead decides whether or not they’re going to become a customer. While this is a crucial stage for leads, a lot of content marketing strategies fall short here, but we’ll fix that in this post.

Spend Less Time on Brand Awareness

Brand awareness spans the broadest category and marketers find it easier to create content for brand awareness. So, it’s likely your brand awareness strategy is solid and you need help creating content for the conversion phase.

Don’t get us wrong, brand awareness is key to generating leads in the first place, but, it shouldn’t make up the majority of the content that you create.

So, we propose this: how can you spend less time on brand awareness content and how can you create more content that converts leads into sales? After all, isn’t your goal and perhaps even your performance measured by how many new customers you bring to your brand through your awesome content?

Does Your Content Close the Deal?

When you tap into your marketing automation software to see what types of content leads are digesting before they convert into a sale, are you noticing any trends? Is there a particular piece of content that seems to convert?

In order to make sure your leads are getting the type of content that converts, you should have a dynamic email drip for all of the leads that enter into your content funnel and you should slowly drip them content that moves them through the buyer’s journey. After sending them 5-7 emails, they should be “sales ready” and ripe for your sales team to reach out to.

As we see in the Content Marketing Institute survey we mentioned in the beginning of this article, marketers do a great job of building brand awareness and generating leads with their content but not so much when it comes to converting a lead into a customer.

Types of Content that Converts

Succeeding with creating content for the conversion stage of your buyer’s journey requires a lot of research and well documented buyer personas. In order to create content that converts, marketers need to have a strong pulse on pain points a lead faces and the types of solutions that will appeal to them.

Treat every lead like the potential consumer that they are and implement this into your email drip campaigns. Start with awareness and thought leadership content, move to consideration content and finish with converting content before you mark that lead ready for sales or invite them to sign up for a trial of your product.

Let’s take a look at some types of content that you can publish and use to convert leads into sales:

White papers: While a white paper could also fill the top of the funnel, producing a white paper that focuses on how your brand solves certain pain points your target buyer may encounter would be perfect for the conversion stage of the funnel.

Case studies: Case studies are formal pieces of content that document success stories of your clients and emphasize how your brand is a solution. These tangible examples of how your brand can help your target consumer are one of the best ways to convert a lead into a sale.

Webinar: A webinar that showcases how your brand works and offers customer success stories is a great way to move leads into the conversion phase of the funnel. Offer viewers concrete examples of how your brand can make their lives easier.

Break Down Silos Between Marketing and Sales

In order to operate a well-functioning content marketing strategy, you need to have close communication ties with sales. Sometimes leads come to them directly and don’t go through the whole email drip process. So, sales needs to be equipped different types of content that they can share with leads while they’re trying to persuade them to become a customer.

Not only do you need to equip sales with content assets, sales is client facing and thus probably understands buyer behavior and can offer ideas for your content creation efforts.

Lastly, silos between sales and marketing need to be broken down so that you can come up with a strategic process on how to approach leads after you’ve walked them through the entire content funnel. Is sales going to reach out to the leads directly? Are you going to send leads an email to see if they want to register for a demo? You get the drift.

How to Measure Your Efforts

In the Content Marketing Institute report that we referenced at the beginning of the post, it’s clear that marketers mostly measure KPI’s at the awareness stage of the content funnel like traffic, number of leads generated and engagement. However, there are completely different metrics that need to be documented for judging the success of your content in the conversion stage of the funnel. Some metrics to consider are:

  • How many demos and/or trials did your content bring in?
  • How many leads converted to clients?
  • How many people downloaded your white paper?
  • How man views did your case studies get?

Key Takeaways

Research shows that most content marketers do a great job at filling the top of the content funnel with brand awareness content but don’t give the bottom of the funnel, the conversion phase, enough efforts. Content marketing isn’t just about generating leads, it’s also a strong way to convert leads into sales when done correctly.

Most marketers need to shift their focus from only generating brand awareness and need to implement strategic ways to move leads into consumers with the right forms of content. The best types of content to convert a lead into a sale are white papers, case studies and webinars.

Don’t forget to be sure to establish strong communication with your sales team in order to make the most out of your content program. Your sales team needs to be equipped with the awesome content that you create so that they can utilize these pieces of content when they’re trying to close details.

Lastly, to get the recognition that you deserve for your great content program, be sure to document your content marketing strategy, specifically when it comes to documenting the pieces of content that convert leads into sales by measuring things like number of demos registered for and of course, leads that became clients.

Do you have any tips on creating content that converts leads into sales? We’d love to hear from you on Twitter @Feed_Otter!

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How Drip Campaigns Can Fill Your Sales Funnel

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Email marketing comes in all shapes and forms. It can be a simple one-time message blasted out to all your contacts, or it can be a large-scale multi-tiered campaign carefully dripped out to specific customers at key times. In order to truly understand the how, when, and why of email marketing, you should be studying the sales funnel and consumer journey. Here, we’ll go over all the steps of the funnel, and how your email campaign can optimize the journey.

The Consumer’s Journey

First, let’s take a look at the consumer journey. There are many versions of this, so we’ll choose a general five stage model.

Awareness Phase: Prospective consumer becomes aware of your product or solution.

Consideration Phase: Prospective consumer begins research on both your product or solution and your competitor’s.

Conversion Phase: The consumer has made the decision, works through negotiations, and makes the purchase.

Loyalty Phase: Your brand continues efforts to retain that consumer and reinforce loyalty.

Advocacy Phase: Inspiring that consumer to advocate for your brand by telling others about their experience.

The Sales Funnel

The term funnel is a common one, as it implies large amounts enter the first phase in order for a few to finish the journey. It may be helpful to picture it as more of a circle, as later phases can actually aid the earlier ones.

The different stage of the consumer journey are what fills the sales funnel and helps your sales team how and when to reach out to a leads. Ideally, through keeping the consumer journey in mind, you help new leads go through the different stages of the journey and warm these leads up for your sales team.

You should also be equipping your sales team with the right content assets that they can share with their leads to convert someone from consideration to conversion.

Targeting Each Phase

Let’s focus on the consumer’s journey and how your content and email efforts can move leads along the path to becoming a new client. Each phase needs a particular strategy applied to maximize effectiveness. Let’s go through the journey with accompanying strategy, and we’ll provide some examples as well.

Awareness Strategy

At a time where the consumer is unaware of your brand, you should resist the urge to push the sales tactics and self-promotional material specific to your product. Now is the time where you want to establish your brand as a thought leader and provider of solutions, so creation of newsletters, eBooks, and informative blog posts should be a priority. Have your newsletter and/or eBook gated, so you can start adding more email addresses to your list, and make sure to promote them on social media as well. That said, you don’t want to bombard people with emails they never wanted to receive, so make sure it’s an opt-in situation. You want to establish and build trust and expertise, and not much more.

Example:  SEO giant Moz sends wonderfully curated and informative newsletters out to all their subscribers, without any pushy sales tactics. The quality of their product speaks for itself, which is pure gold for B2B marketing.

Consideration Strategy

Now you’ve got their attention, and, based on their response, they are definitely interested in your product. You still want to stay away from the hard sales pitches, though, and continue to provide informative and solution-based content. You’re developing a long-term relationship here, so you want this to be increasingly personal as the campaign progresses. This is the stage where you identify who you’re working with, and then provide them with relevant content that applies to them. Case studies, success stories, and maybe a few testimonials are good, but make sure you are still focused on providing solutions and building trust.

Example: PerfectAudience retargets social ads for businesses that are not seeing the results they want. By offering a case study to read, along with juicy success statistics in the email, it encourages potential customers to read that study, as well as continue on to their website to get more information.

Conversion Strategy

This is what you’ve been nurturing these relationships all this time for. It’s time to close, but you still don’t want to overwhelm them with sales calls. You can still provide them with content that reassures them that they’re making the right choice. A few more success stories can provide the social proof they need to make the purchase. Now that they’re almost part of the team, you can invite them to webinars or trickle them onboarding videos. And if you want to offer a welcome wagon discount, make sure there’s language to convey a sense of urgency like “one-time offer” or “limited availability”.  That could be the final gem that makes the deal happen.

Example: Here, Grammarly flaunts a little of their social proof, citing testimonials and easy-to-digest samples of how well their service works. Prime example of how these sorts of emails at the conversion stage can make the difference.

Loyalty/Advocacy Strategy

We are combining these phases into a single strategy, because the ideas are similar. Turning away from your consumers after they’ve been converted is a big mistake; retaining existing customers is worth as much or more than getting new ones. Let them know you’re still excited about their business with entertaining and engaging monthly or weekly email drips, informative posts about how to best use your product or service, and incentives to resign with your brand early. Surveys and feedback can both reassure your customers and give you valuable market research at once.

Turning your existing customers into advocates is a worthy investment, and you can get momentum going with the content you’re sending them. If you sent surveys, let them know how much their feedback meant, and offer them further discounts for referrals. Ask them for testimonials, and make sure that you are linking back to their awesome brand at every opportunity on social media.

You can see now how your efforts on the tail end of your funnel/circle can start moving the needle in the awareness and consideration phases at the front end. The key is to continuously provide great content, personalized messaging, and a trusted presence throughout.

Example: American Express, in one fell swoop, thanks their clients for their loyalty, offers them discounts, and invited them into a no-risk referral program. This covers all of the bases in a non-intrusive yet rewarding way.

Final Thoughts

The consumer’s journey helps fill your sales funnel and it’s helpful to tag leads according to what phase they’re in for both sales and marketing so that sales knows when to call the lead and so you know what content to drip them from marketing. The goal is to steer these leads through the funnel to purchasing and then once they become a client, to keep them as a client with your awesome product and helpful content.

Do you have any tips on nurturing leads according to where they fall in the consumer’s journey? Share your tips with us on Twitter @Feed_otter

 

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The Full Suite of Content Marketing Tools You Need to be Using

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It may be a tired cliché to bring up the carpenter’s toolbox when discussing proper preparation and usage of the right tools, but let’s put it in a slightly different light. Finish carpenters have a more precise and exacting task then general carpenters do; their job is to make it all perfect and precise and ready for the owner to move in right away. Thus, their toolboxes are different. While a framer or general carpenter has powerful saws and giant drill bits to rip through massive amounts of wood, the finish carpenter has delicately shaped router bits and sanders to get all the finishing touches on the trim and baseboards just so. You need both sets of tools to build a house; likewise, you need powerful tools to produce and manage your content, yet you also need precision tools to make it perfect.

Let’s check out a few content marketing tools to see which ones you need on your belt.

Airtable

Above all things, your small business or marketing team needs organization. Project management, for one or many, can take various forms, and everyone processes information like this differently. For an all-in-one project management tool, you can’t do much better than Airtable. Fully customizable for any type of business, Airtable can connect all of the department teams involved in multiple projects with the power of a full database and the precision of a spreadsheet. By setting up individual “bases”, teams can monitor and organize every stage of content production in a collaborative manner. All of this powerful software is presented with incredibly intuitive UX; you can present an editorial calendar, for example, in grids, app-like galleries, or in regular calendar form…basically, in whichever way your content creators prefer. Big dogs like Shopify, Buzzfeed, and Time use Airtable for their project management needs, and you can try it for free (though the very affordable paid version is well worth it).

Canva

It sure would be convenient to ask one of your roofers working on your house to help out with some major electrician work, but you may not feel super comfortable with the results. Asking a content writer to tackle graphic design in order to spiff up a case study or social media post has its risks as well. You need an easy to understand and intuitive tool to enable your team to make their content look good, and Canva has you covered. Starting with basic design templates, Canva lets you not only make elementary infographics and borders, but gives you and your team the tools and educational resources to customize branded graphic content to fit all your needs. With a comprehensive blog chock full of advice and resources from top designers in the business, you can train yourself and your team to use Canva to create graphs, edit Instagram posts, and feature your brand’s logo on anything you create. So, it’s a tool to create immediate needed design and teach you how to do it yourself? That’s a powerful content marketing tool you should use.

FullStory

Ok, so you’ve got your projects organized and looking slick. Your new client has requested a ton of content, and you’ve delivered. A month later, though, they’re not sure what’s working and not working and why, and that various content now appears random and unfocused. How do you fix this? The incredibly efficient software behind FullStory gives you…well, the full story. You are basically given the exact user journey: how they navigated through the website, what they lingered on and read, and where they got frustrated and bounced. You can filter your user attributes however you wish, whether by device or OS used, inbound link used to find the site, or even the geographic location or other known demographic of the user. You can examine the UX journey with a color-coded heatmap to see what’s hot and what’s not, and even pull buggy codes directly from a JavaScript log (your IT guys will thank you for this). The data you get from this very detailed UX recreation will help you refine your content, avoid ineffective posts, and, most importantly, keep your clients reassured that the content you’re serving up is on point.

FeedOtter

Now, you’ve got a bunch of relevant content, you know what’s working, and every team member is on the same page. Looks like you have to put someone on your marketing team to work, as there’s email pushes to schedule, newsletters to write, and other industry-relevant content to curate. All this work can take up days of your time, or even take your team away from all the crucial content management they need to do. Consistency is key when marketing content, so look into using FeedOtter to automate your whole calendar. You can plug in the right targeted content into your newsletter template, giving a personal touch (which is always a good customer relation move) while saving lots of time and headaches along the way. You can schedule an email blast that includes that newsletter and other blog digests on the specific day, week, or month that works for each client, and there’s even a feature that stops the process if there’s no new content to promote. FeedOtter integrates with multiple existing content and email automated platforms, so onboarding is quick and easy. Get your content team back to the work they excel at, and leave the rest to FeedOtter.

Hemingway

The results are in. You know what needs to change. Empower yourself and get it done.

Or

Hopefully, you may have seen the results, and even if you know what should probably change, you might want to consider possibly getting up the courage to give it the best shot you can at making it happen.

Which one works for you?

If you’ve taken basic literature courses, you have read Ernest Hemingway’s work. Tight, concise, and powerful sentences. Impactful imagery, and very few “weak” -ly adverbs. Now, this may or may not be your literary fiction style, but we can all agree that simple and direct language works the best in most content styles. We love the Hemingway app for its ability to efficiently distill your copy into simple yet effective phrases. Just paste your copy into their editorial template, and it will point out your run-on sentences, passive voices, and excessive adverbs. If you do this regularly (and you read through the corrections), it will start to naturally adjust your writing style towards this sparse yet powerful style.

That was straight to the point.

Marketing Automation Tools

There are a ton of marketing automation tools out there and instead of just naming one, we want to make sure that you’re aware that there are platforms to fit any brand size and budget. These tools will help you with your lead gen and nurturing programs, track leads, grow email lists and run full scale email marketing programs—just to name a few features. We like Pardot and AutoPilot but check out a few others to find the one that fits with your brand.

Do you have other content marketing tools we should know about? Tell us about your favorite tools on Twitter @Feed_Otter

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3 Innovative Ways B2B Content Marketers Nailed It

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These days, content is as varied, creative, and effective as ever before…which means it’s even more challenging to stand out in the crowd. In the B2B industry, competition is fierce. There are countless ways to use engaging content to drive your business, but which methods will work best for you?

We have picked out a few particularly impressive examples in the hopes that you’ll find a method that resonates with you and your brand. Let’s take a look.

Customer is King

Obviously, your customers (past, present, and potential) are incredibly important to you. So, why not sing their praises to the world? Drift, a conversational marketing service, has elevated customer appreciation into brilliant content marketing, and everybody wins. Here’s how.

First, they feature success stories with their customers on their blog. They talk about how great the company is, and how they were able to help them achieve such amazing success. This shares social proof with potential customers who are in the consideration phase, and assures them they’re on the right track.

There are plenty of examples of customer testimonials, and the reader gets a comprehensive rundown on how the services work, but in an easy to understand, conversational way. Next, the sharing starts, and both companies link back to the other, exponentially raising the share radius and providing some tasty SEO juice in the process.

Drift’s blog is also full of informational content, and the writing is funny and quirky enough to make all of it easy to read. So, you have a great company that clearly loves its customers, happy customers who are willing to testify how great Drift is while enjoying tons of brand exposure, and potential clients who are reassured they’re onto something good. Like we said, everybody wins.

Educate and Sell

There are so many different marketing experts and industry rock stars out there, and they all have great insight and advice to share. Likewise, there are countless new entrepreneurs and startups that need some guidance. Problem is, you have to search and filter through an enormous amount of unorganized and vague posts before you happen upon some relevant industry content, and then hope that it’s well written and pertains to your pain points.

Enter First Round, a thoughtfully curated collection of digital magazines that cover a variety of industries and let the experts do the talking. You need to find and digest this content quickly and efficiently, and come away with actionable tactics you can consider and employ right away. That’s a stated goal of First Round, along with providing entertaining and engaging content that the experts themselves offer. This is a prime example of how strictly offering education and insight is both impactful and beneficial for everyone involved.

Time is Money

Here at FeedOtter, we are all about content marketing solutions, specifically, automating content digest emails so of course we need to include an example from our own experience!

Trimble had a problem. They are an international company that offers unique positioning products, innovative hardware and software , and complex informational solutions to massive companies on several continents. They had a tremendous amount of helpful content to push out to current and potential clients, and had counted on emails and newsletters to do so.

Problem was, all of this needed to be integrated and organized to be sent in a timely and efficient manner. Oh yeah, and in five different languages. Newsletters were taking all day to curate and compose, and they were trying to write unique code and design entire systems to do so. Yes, email campaigns work, but the effort spent in formatting and translating them was costing a lot of time and money.

Enter FeedOtter, a content management service that was able to provide Trimble with newsletter templates, integration with scheduled automated email services, and translation services right away. Within two years, Trimble’s website traffic from subscribers doubled, monthly conversions increased by 150%, and the creative team was able to focus more on the quality of the newsletters.

The takeaway? Hire the right experts to do what they excel at, and utilize your team to keep the quality up where it should be. If it works for a huge company like Trimble, it can work for you, too.

Do you have any examples of brands who rock at content marketing? We’d love to chat with you about it in the comments below!

 

 

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B2B Content Marketing Strategies That Increase Lead Generation and Conversion

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Content marketing is shown to be three times more successful than traditional marketing strategies and can even cost less than doing things the old fashioned way. Knowing this, content marketing can be extremely beneficial for your business when done correctly.

Let’s examine 5 ways you can leverage content marketing to generate more leads and convert those leads into clients.

Gate Your Best Content with a Lead Capture Form

When you create content that is more dynamic and comprehensive than an average blog post (such as an eBook or a white paper), make sure to gate it with a lead capture form. This will help grow your leads exponentially right away. Downloading your content immediately self-identifies these leads as having an affinity for your brand.

When you create a lead capture form, keep it short and sweet. You want to have a balance of getting all the information you need, while only having a few fields to fill in.  If you ask for too much information, the lead may give up in frustration. Key fields include:

  • First and last name
  • Email address
  • Company name
  • Role at company

Send Leads Content Not a Sales Pitch

It’s likely that you have an email marketing campaign all queued up. But, you might want to take a moment to examine your campaigns and make sure that you’re sending your leads thought leadership content as opposed to a sales pitch about your brand.

Of course, you want to present them with a sales pitch eventually, but you want to “warm them up” with resources they will actually find useful. This positions your brand as a trusted source of information and will make the lead more receptive to your sales pitch when it comes time. A good rule of thumb is to drip your leads with 5 emails before sending them an email about your brand and then asking them if they would like a demo or phone call to learn more.

Create a Dynamic Content Strategy

There are many forms of content to leverage that positions your brand as a thought leader. A balance between a stream of blog posts and more thorough pieces of content like eBooks is crucial. This means that multiple channels will be bringing new leads to the table. A sample editorial calendar to use as a springboard may look like:

  • 1 blog post per week
  • 1 eBook per month
  • 1 white paper per quarter
  • 1 infographic per quarter

This balance and steady stream of valuable content will help generate new leads and nurture current leads. You may want to consider a weekly round-up of your brand’s content, and the FeedOtter tool is a great way to streamline this process.

Learn Your Consumer’s Journey

Sit down with a hot cup of tea and draw out on a piece of paper the stages that consumers go through that lead them to your brand, while noting specific pain points they may encounter or different questions they may have. Seeing these stages on paper will help you create the right content that will appeal to those target consumers and help you line up your email drip campaigns.

Case studies are key pieces of content, but need to be strategically dripped. Knowing where your leads are in the buying process is crucial to understanding when and how you should distribute case studies. Theoretically, the lead should be dripped thought leadership resources like blogs and eBooks to establish brand trust. Once that trust has been established, case studies are key to converting that lead into a consumer.

Embrace User Generated Content

Consumers don’t want to hear from a brand itself. Rather, they are more likely to trust the recommendations of their peers. This is where user generated content (UGC) comes in. Content created by consumers and/or influencers is ideal content to promote and share with your current leads and potential leads. Here are some areas where you might want to use UGC:

  • Social media (paid and organic)
  • Weekly or monthly newsletter
  • Blog posts

To earn more UGC, you may want to offer incentives in the form of discounts from your brand or gift cards. Sometimes, clients need a reason to produce content about their experience with your brand, and it’s so worth it!

Additionally, it’s wise to seek out influencers who have an affinity for your brand and explore how you can work together to have them produce UGC in the form of a product review. This earned media adds an extra layer of authenticity surrounding your brand and can generate a lot of new interest. If this type of content is put in front of current leads, it may get them to the finish line and convince them to convert into a client.

Have you tried any content marketing strategies to generate or nurture leads that you want to share? We’d love to hear from you in the comments below!

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How to Improve Productivity in Marketing: 15 Experts Share Their Trade Secrets

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Welcome to the world of instant gratification.

Today’s on-demand economy has brands bending over backwards to deliver products, support, and services to consumers at lightning speeds. As consumers, this world is fun to play in — we get what we want, when we want it. As marketers, however, keeping up with consumers in real-time and adapting on the fly is nigh impossible. Or, at least it feels like it.

So, what’s a marketer to do? How can you keep up with your audience to deliver the right message at the right time to the right people?

To deliver on consumer needs and meet today’s increasingly high consumer expectations, you need to work smarter, not harder. And marketing automation tools, which offer huge productivity gains, can certainly help. Below, 15 marketing experts share their secrets for maximizing their marketing strategies and technology stack without working 24/7 so you can do the same.

Jill Rowley

Member Board of Directors | Affinio

Jill Rowley Headshot

As the former Chief Growth Officer for marketing automation powerhouse, Marketo, Jill has plenty of insight into how marketers can maximize the effectiveness of their campaigns and streamline operations. Today, she serves on the board of directors for marketing intelligence platform, Affinio, to help companies better understand today’s consumers.

What’s Jill’s productivity secret? Collaboration.

“We just need to work together. Nothing, no acronym or fad, will work in a silo.

“Instead of just randomly serving the world, you need to be very strategic about serving a certain set of accounts. ‘You’ means sales and marketing and even customer success. Yes, and also your executive team.”

Read more from Jill with her article: Drunk on Inbound, and the Hangover Is Severe

Follow Jill on LinkedIn and Twitter.

Jenn DiMaria

Senior Director of Client Services | Digital Pi

Jenn Dimaria HeadshotJenn DiMaria is an expert in all things marketing automation, the productivity tool of choice for many marketers. But even marketing automation takes a lot of work to set up. Jenn’s expertise helps marketers set their automation tools up for success, increasing productivity in the long-run.

What’s Jenn’s productivity secret? Always set an objective first.

“Figure out what you want to report on before setting up your programs. Planning ahead adds extra time to the front of your campaign process, but it’s well worth it when your CEO comes to you at the end of a quarter asking for a report on ‘how marketing is doing’ and you can actually present him/her with data.”

Read more from Jenn with her article: It’s Not You, It’s Me: 3 Self-Inflicted Problems That Get Blamed On Marketo (and How to Fix Them)

Follow Jenn on LinkedIn and Twitter.

Joe Reitz

Marketing Automation Trainer | Amazon Web Services

Joe Reitz headshotWorking for Amazon Web Services, one of the world’s leading cloud computing platforms, Joe has the task of training AWS’s staff on how to get the most out of their marketing automation tools. In his pastime, Joe has several video tutorials that provide expert advice for other marketing automation users.

What’s Joe’s productivity secret? Automated list management.

“In Marketing Automation, you need to be able to manage your deliverability rates for your marketing emails. Luckily, you can set up an operational program in Marketo that manages bounces, and will mark them as invalid/suspended records in your instance so you don’t keep sending emails to the twisting nether.”

Hear more of Joe’s advice with his video: Building a “Bounce House” Program

Follow Joe on LinkedIn and Twitter.

Caitlin Culbert

Marketo Practice Director | The Pedowitz Group

caitlin culbert headshotCaitlin Culbert is a Marketo expert, instructor, and consultant. In addition to practical marketing automation tips and tricks, Caitlin offers strategies that help get the greatest return from their marketing automation investment. After all, productivity isn’t just about getting more work done in less time. It’s also about producing greater results in less time.

What’s Caitlin’s productivity secret? Get the right integrations.

“Quality marketing automation takes work, and it’s well worth your effort in the end. It’s easy to assume marketing automation is ‘easy’ since you can auto-schedule your content for the future, but quality automation isn’t finished once you send it. You don’t have the ability to sit back and relax because marketing automation is only a small piece of a much larger strategy. How you use your MA software is dependent on the holistic integrations of your multi-channel customer experience.”

Read more from Caitlin with her article: 9 Myths About Marketing Automation

Follow Caitlin on LinkedIn and Twitter.

Jenna Molby

Marketing Operations | ACL

Jenna Molby HeadshotHere at FeedOtter, we’re big fans of Jenna Molby. And not just because she has nice things to say about us. Her website is a goldmine of marketing automation and productivity hacks with over 100 helpful blog posts. If that alone doesn’t qualify her as a marketing productivity expert, she’s also lived and breathed both B2B and B2C marketing for over a decade.

What’s Jenna’s productivity secret? Automate RSS emails.

“FeedOtter takes out the manual work of creating blog digests and RSS emails. Simply tell FeedOtter when to send your RSS email, schedule a daily, weekly, or monthly digest or send blog posts and content to subscribers as they are published in real-time. They even have a library of responsive, visually appealing templates to make your RSS email look great or you can choose to upload you own.”

Read more from Jenna with her article: 12 Tools That Every Pardot User Should Know About

Follow Jenna on LinkedIn and Twitter.

Josh Hill

Senior Manager of Marketing Automation | RingCentral

Josh Hill HeadshotJosh Hill of RingCentral is a marketing operations and technology leader. To date, he’s helped create and refine the martech stacks for some of the most renowned B2C and B2B brands. His expertise on marketing technology gives him unique insight into how technology can aid productivity — but only when done right.

What’s Josh’s productivity secret? Assess and optimize your martech stack.

“A successful martech stack allows you to automate marketing and sales business processes in a way that you can efficiently report on the funnel and make future decisions on budget allocation. To evaluate if your stack needs help, you need to ask the right questions, add/remove the right tools, and involve the right teams.”

Read more from Josh with his article: Martech Stack Assessment Tips

Follow Josh on LinkedIn and Twitter.

Meagan French

Founder | Lotus Growth

Meagan French HeadshotAs the Founder and Chief Analyst of her own consulting firm, Lotus Growth, Meagan is an expert in helping companies reach their target accounts through demand generation and account-based marketing campaigns. How does this help with productivity? Meagan’s advice can help you get more out of your demand gen efforts with less work.

What’s Meagan’s productivity secret? Prioritize tactics with attribution.

“Marketers that use marketing technology and attribution see a 2.8x ROI. Marketing attribution allows you to see what’s working and what’s not.”

Read more from Meagan with her presentation: Growth Marketing: Secrets for Fueling Bottom-Line Revenue

Follow Meagan on LinkedIn and Twitter.

Steve Susina

Director of Marketing | RevenueWell

Steve Susina HeadshotWith an engineer mind, Steve’s marketing is heavily influenced by data and analytics. Adopting a similar, systematic approach to your marketing operations can help you produce more within the same time constraints and tools. He’s also a marketing automation and demand generation expert.

What’s Steve’s productivity secret? Strategy sets you up for success.

“Before getting started with marketing automation, it is important to have a great content strategy already in place. Automation will help you deliver content faster and more efficiently to the right people. That’s awesome if you have great content. If your content sucks, marketing automation will also expose it to more people, more quickly.”

Read more from Steve with his eBook: 18 Content Marketing Innovator Tips

Follow Steve on LinkedIn and Twitter.

Jon Miller

CEO and Co-founder | Engagio

Jon Miller HeadshotEngagio is a must-have tool for any marketer hoping to execute an account-based marketing strategy. As the CEO and Co-founder of Engagio, Jon has can’t-miss advice on how to increase your ABM effectiveness through new technologies and strategies. He also helped create marketing automation giant, Marketo.

What’s Jon’s productivity secret? Maximize your return with a targeted account-based marketing strategy.

“Just like mapping out your road trip, your journey to a successful account-based strategy depends on your ability to map out your list of target accounts correctly. After all, the whole point of account-based marketing is to focus your efforts on high-value accounts that have the greatest revenue potential. Get this right, and you’ll maximize your return. Get it wrong, and you’ll either miss major opportunities, waste resources on the wrong account, or both.”

Read more from Jon with his article: How to Select Accounts for Account-Based Everything Success

Follow Jon on LinkedIn and Twitter.

Ian Cleary

CEO | RazorSocial

Ian Cleary HeadshotIan Cleary has been routinely listed as one of the top digital marketers by the likes of Onalytica, Inc., Entrepreneur.com, and others. He’s a master at helping his clients drive more traffic and sales through effective inbound and outbound marketing strategies.

What’s Ian’s productivity secret? Take advantage of Facebook custom audiences.

“Find a tool that supports automatic creation of Facebook custom audiences that you can target. Imagine if you could automatically create an audience of people who visited your checkout page but didn’t buy so you can target them with the right advertisements.”

Read more from Ian with his article: 101 Marketing Tools and Tips

Follow Ian on LinkedIn and Twitter.

Chad Pollitt

VP of Marketing | inPowered

Chad PollittChad Pollitt may be VP of Marketing at inPowered, but his impact goes far beyond any one company. In fact, he’s also an Adjunct Professor at not one, but two world-class universities. He’s also authored three marketing-related books and is a regular contributor to top industry media outlets like the Huffington Post, the Guardian, and Social Media Today.

What’s Chad’s productivity secret? Artificial intelligence.

“Marketers can breakthrough the glutton of noise online by using the latest AI technology to scale amplification across all of the appropriate native and social channels.”

Read more from Chad with his article: Why Content Amplification is Critical for Brands Today and Tomorrow

Follow Chad on LinkedIn and Twitter.

Ned James

Senior Product Marketing Manager | FIS

Ned James HeadshotNed James is a product marketing professional with over a decade of experience in devising strategies that maximize results with effective tactics. Speaking from experience, Ned can help you get the most out of your programs while working within the same scope.

What’s Ned’s productivity secret? Model your current customers.

“Generating quality leads isn’t easy. It’s hard. Yet, there are proven lead gen methodologies that work better than others and are worthy of your time. One of these is modeling your best customers. The premise behind this lead gen strategy is simple; your best leads will look like your best customers. Put another way, those most likely to buy your product in the future look like those who currently buy your product in the present. And the way to identify those leads is to model your current customers.”

Read more from Ned with his article: How To Model Your Best Customers For Lead Generation

Follow Ned on LinkedIn and Twitter.

Oli Gardner

Co-founder | Unbounce

Oli GardnerOli Gardner knows landing pages — the last-stop before converting for many customers. As the Co-founder of Unbounce, a landing page builder, Oli has the knowledge and expertise that can help you create conversion-optimized campaigns that drive more leads and more sales — boosting results without extra effort.

What’s Oli’s productivity secret? Use persuasive design.

“In a perfect world, conversions would flow like fresh spring water. But in real life, you need to guide your visitors toward a single call to action with a combination of persuasive design and psychological triggers. Using the principles of Conversion-Centered Design (CCD), you can create create — and optimize for — delightful, high-converting marketing campaigns.”

Learn more with Oli’s interactive guide: The 7 Principles of Conversion-Centered Design

Follow Oli on LinkedIn and Twitter.

Stewart Rogers

Analyst-at-Large | VentureBeat

Stewart RogersAs the Analyst-at-Large for VentureBeat, Stewart Rogers spends much of his time researching, mastering, and writing about disruptive marketing technologies like AI, blockchain, and more. In addition to knowing which technologies can help make an impact on marketing productivity and results, Stewart is also expert in analytics, email marketing, lead generation, social media management, and more.

What’s Stewart’s productivity secret? Nurture your leads.

“Lead nurturing is a powerful tool that is relevant and necessary for every type of contact made via your lead generation efforts. If you send the right type of information to the right segments of contacts – regularly, consistently and with brand continuity – lead nurturing can be the difference between making your targets and falling well short of the mark.”

Read more from Stewart with his article: B2B Lead Nurturing Tactics and Best Practices

Follow Stewart on LinkedIn and Twitter.

Chad White

Research Director | Litmus.com

Chad White HeadshotEmail marketing is Chad White’s forte. He’s authored the book “Email Marketing Rules” and written more than 3,000 blog posts and articles covering the latest email marketing trends and best practices. As a result, Chad has become one of the leading email marketing experts who can help you generate greater ROI from all of your email marketing campaigns.

What’s Chad’s productivity secret? Don’t become a campaign workhorse.

“Email marketers send a lot of campaigns. It can seem like that’s the job of an email marketer: to send campaigns and maximize their value. However, looking at it this way can cause us to send campaigns that decrease response in the future and to avoid sending campaigns that increase response in the future.”

Read more from Chad with his article: Don’t Use The Wrong Metrics To Measure Success

Follow Chad on LinkedIn and Twitter.

Do More With Less

Productivity isn’t about producing more campaigns in less time. Productivity is about generating greater results using the same amount of time, effort, and resources. From leveraging the right tools to carefully thinking over your approach, the 15 productivity secrets about can help you maximize your marketing and keep up with your audience in today’s rapidly changing landscape.

And last, but not least, we have a tool that can completely automate your RSS emails from your marketing automation platform and help you create curated content newsletters and blog digests. To learn how this tool can help save you massive amounts of time, schedule your demo of FeedOtter today.

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How to Create an Editable Marketo Email Template Using BEE Free

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In my last post I showed you how to create a one-off email for Marketo using the BEE Free site which is always a great, easy option when you’re tired of the Marketo editor. But, what if you want to re-use one of those emails just like the pre-built Marketo email templates? Not a problem! And no, you don’t have to be an expert developer to do so. I’ll show you exactly what you need to do.

Creating an Email Using the BEE Free Site

If you don’t already have an email in your Marketo instance that you want to make editable, then I suggest choosing a template you like from the BEE Free site. The site is very intuitive and easy to navigate but be sure you deselect the “pro” option when sorting through the templates. This will ensure you’re only viewing the free options. Once you choose the template you would like to use simply click “get started”.

An editor will open allowing you to fully customize that template design. Now, because we plan to use this as a Marketo email template you don’t necessarily need to fill it in with real content just yet. However, you will want to edit things like background color, text box and image locations, fonts, etc. in order to get the design exactly how you want it.

BEE Free Editor

When you’re finished editing, simply click the “save” button in the top right-hand corner. This will take you to a new page offering the Pro version of their services. The Pro version offers storage so you can save your template inside the BEE Free site. For our purposes however, we really don’t need that so you can simply click the “I just want to download it” button.

Download Template

Adding the BEE Free Email to Marketo

First, you’ll need to open your computer’s “downloads” folder and locate a folder that’s named “beefree” followed by some random letters and numbers. Open that folder and click on the .html file inside. This will open a webpage. Right-click anywhere on this page (except on an image) and select “view page source”. Highlight and copy ALL of the text on that page. This is the coding behind your new template.

Next, you’ll open your Marketo instance, create a new email in the design studio, click “edit code” in the editor and replace the existing code with the new code you copied earlier. The reason I recommend creating an email here rather than a template is because it is easier to verify the edits we’re about to make to create editable fields. This will make more sense as we move through the next steps. Once you’ve replaced all the existing code with your new code, click “save”.

Making Your New Marketo Email Template Editable

Now that your email is created in Marketo, you’ll need to make it editable. To do so you simply need to add <div class=”mtkEditable” id=”section_name”> tags to each section of code. Editing code may sound scary to some at first, but it’s really not once you have a basic understanding of what html is.

So to start, open your new email in Marketo and get to the edit code page. In the code, your email is broken into sections. Each section is housed within <div> tags as shown below.

Example of Code Sections

Example of Code Sections

 

Also, keep in mind that the code of an email flows in the same order as your design. So if you’ve got a text block in the middle of the template you want to make editable, you’ll find the block of code for it toward the middle as well.

Example of code location

Making an Image Block of a Marketo Email Template Editable

If you want to make an image block editable, look through the code for an <img> tag. This is noticeable by the URL linking to the image and the <img> start tag. I typically use control-F to search for the URL of the image. For example, if I know the image is titled “wine” then I search the page for that term and will be taken directly to that portion of the code. Once you have the correct image located, back up through the code and find the <div> tag that comes directly before the <img> tag.

example of image location in code

You’ll notice that in my example this <div> tag already contains a “class=” designation. Since you can only have one of these designations per <div> tag, you’ll need to remove what’s there and replace it with class=”mktEditbale”. Also, Marketo requires every editable section to have an “id” designation. They use this as the section name in the “content” column on the right-hand side of the email editor. So you’ll need to add id=”header-image” (or whatever title makes sense for your email) directly after your new class designation.

To test to see if you added it in the correct location, click save code to get back to the Marketo editor and if when you hover over that section it highlights it or you see the section in the right-hand column, then you know it is editable and your edits to the code worked!

verify your work

Making Text Blocks in a Marketo Email Template Editable

You’ll need to repeat the step above for every section you want editable. For text blocks, the easiest thing to do is to hit control+F and search for some of the words in the text of your email. In the example below that would be “Lorem Ipsum dolor sit…” That will take you directly to the appropriate section of code. Then you’ll again locate the <div> tag directly before the text and add class=”mktEditable” id=”section_name” like below.

locating text block making text editable verifying in Marketo

Finalizing Your New Marketo Email Template

Once you have all the editable areas in place and your email looks just how you want it (again actual content isn’t necessary just yet), you’re ready to save it as a template in your Marketo instance.

Click edit email to open the email editor for your new email. Once in the editor, click the email actions drop down in the top left corner. Choose “save as template” and set your desired location and name. Then hit save.

save as template in Marketo naming your template

You now have a brand new Marketo email template ready for use. Go to your Marketing Activities and locate a program or campaign you’d like to add an email to. Create a new local asset. Choose email and you’ll new see your newest Marketo email template in the template picker.

Plus, as an added bonus, you can now say you know how to edit HTML code!

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Social Media for Pardot Marketers

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One of the best ways to get your content in front of a receptive audience is through social media. No secret to content marketers, social media can help you grow a new following as well as stay in front of the followers you already have. Much of marketing is about being in front of the lead at the exact time that they are ready to buy. And on another token, more touch points in a campaign generally correlates with more brand legitimacy and trust, as well as more interest in the product or service you are offering. Social media has a place in your marketing efforts, and your investment will be increased tenfold by integrating social posting with your Pardot platform.

The Benefits of Using Pardot for Social Media

A Comprehensive Picture of Your Prospects

The number one benefit to leveraging Pardot for your social media posting is that it will offer you a more comprehensive picture of your prospects and the type of content they are engaging with. The process is similar to your website tracking process. Anonymous web activity is reported, and when Prospects are cookied by Pardot, they are then matched to their web sessions. At that point, you are able to view a specific Prospect’s web activity and how it relates to the rest of their profile. Prospects can also be cookied and matched to their social media profiles, filling the missing gaps in their digital activity.

Robust Campaign Tracking

As with all other assets in Pardot (emails, forms, landing pages, files, etc), social media posts will be assigned to a campaign. This gives you more robust campaign tracking when it comes to evaluating which pieces of content have had the most face time, and how it performed across different channels.

Page Actions and Custom Redirects

A strong feature in Pardot, Page Actions allow you to trigger automated functions based on a Prospect’s visit to a particular page on you website. Think sending an autoresponder email to follow up, adjusting their score, creating a Salesforce task for a sales rep to follow up, etc. Similarly, Custom Redirects provide you tracked links that redirect to another web page. When you include these in your social media posts, you reach your Prospects on another channel to nudge them toward your web content. And if they click, it will trigger any designated automated functions and cookie them in the process.

Connecting Your Social Channels

Pardot currently allows you to connect Facebook, Twitter and LinkedIn accounts for easy posting through Pardot. These can be set up with a few easy steps.

  1. On the blue lefthand sidebar, select Admin and then Connectors.
  2. Click on the social media platform you would like to connect.
  3. Click on Create Connector.
  4. The system will refresh and the connector will show up in your list as unverified. Click on verify now, which will launch a window for you to log into Facebook and accept Pardot’s permissions.
  5. Save, and you should be all set!

How to Make Sure Prospects Are Cookied

To really take advantage of Pardot social media posting, you will want to make sure that you can cookie as many of your Prospects as possible. This happens at the point where a Prospect clicks a tracked link.

Social Links in Emails

By including social links in your email templates, you will increase the likelihood that your Prospects are found on social media. If they click on your social icons, they will be cookied and that information will now be tracked.

Those Custom Redirects Again

Because Custom Redirects are tracked, your Prospects will be cookied when they click them. Incorporating these in your social posting can help you cookie more people and trap activity that may relate back to a Prospect you already have in Pardot.

Interested in other great ways to use Pardot? Check out our guide to Pardot best practices.

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