Archive for the ‘Strategy and Brand Building’

10 myth vs realities about effective lead generation 0

Posted on January 29, 2018 by Rob Petersen

effective lead generation

The purpose of a business is to create and keep a customer. – Peter Drucker

Lead generation is the action and process of identifying and cultivating potential customers for a business’s products or services. If a business exists, as Peter Drucker says, to create and keep a customer, then effective lead generation is a going to play a primary role.

But there is a lot of fact vs fiction about what works and doesn’t with lead generation.

To clear up the confusion, here are 10 myth vs realities about effective lead generation.


  1. LEADS ARE WILLING TO BUY: MYTH. 73% of all B2B leads are not sales-ready and approximately 96% of visitors that come to your website are not ready to buy. The easiest way to lose leads is to come on too fast and too strong with a sales pitch.
  2. COLD CALLING IS ONE OF THE TOP LEAD GENERATION TECHNIQUES: MYTH. The three most common lead generation strategies are: email marketing (78%), event marketing (73%) and content marketing. (67%). That’s because, when done right, these strategies offer value to a prospect and provide a means for them to get to know something about you. They also cost less than paying someone to call and  potentially scare people away.
  3. NEW LEADS ARE MORE IMPORTANT THAN RETURNING LEADS: MYTHS. There is a common misconception among many business professionals that more customers are better. In actuality, returning customers are who you should be focusing your attention for effective lead generation if you want your business to be more profitable. According to research, they’re up to 60-70% easier to sell to than new customers, and they’re worth around 10 times their first transaction. Even more convincing, studies show that just a 5% increase in customer retention can boost a business’s profits by 95%.
  4. COST PER LEAD IS A KEY METRIC: MYTH. Marketing departments often work with cost per lead in mind, but should focus on cost per acquisition, cost per up-selling the customer and cost per lifetime value of a customer. Instead of a hyperfocus on the cost per lead of a campaign, consider a formula that measures the true return of your efforts. For example, if you work thinking your best close rate is $50 per lead, you might be overlooking $1,000-per-lead opportunities that close at 80% and are worth 50 times per customer.
  5. FORMS WITH MULTIPLE FIELDS ARE A NECESSITY FOR LEAD CAPTURE: MYTH. One of the biggest assumptions in lead generation is thinking that it is always helpful to make form fields necessary to fill out for potential customers. The reality is, excessive contact forms or modal windows often just annoy them, and they’ll feel as though they’re giving out too much information for something they’re not sure they want.


  1. HIGH QUALITY LEADS DO THEIR OWN RESEARCH: REALITY. 93% of B2B buyers begin with an online search. 70% of B2B buyers use three or more channels when researching a potential purchase. A lead worth pursuing probably already knows something about your company. Treat them with respect for being a smart buyer.
  2. CONTENT MARKETING IS THE MOST WIDELY USED LEAD GENERATION STRATEGY: REALITY. Content marketing is used for lead generation by 83% of B2B marketers93% of B2B companies say content marketing generates more leads than traditional marketing strategies. 70% of B2B marketers claim that videos are more effective than other content when it comes to converting users to qualified leads. Content marketing provides an interactive platform with many forms of content that make it the most widely used vehicle for effective lead generation
  3. SOCIAL MEDIA GENERATES BETTER BUYERS WITH HIGHER CONVERSION RATES: REALITY. Social media lead conversion rates are 13% higher than the average lead conversion rate. B2B buyers most active in using social media to support the buying process are more senior and have 84% bigger budgets, make 61% more purchase decisions, and have influence over a greater span of purchase decisions than those buyers who did not use social media to support their purchase process. Companies using social media for lead generation are likely to find leads that make better customers
  4. NURTURED LEADS MAKE BETTER CUSTOMERS: REALITY. More than 79% of marketing leads don’t convert into sales with the lack of lead nurturing as the leading cause. Nurtured leads make 47% larger purchases than non-nurtured leads. Make sure you nurture leads. It’s one of the best investments you can make in an effective lead generation program.
  5. STRATEGIC LANDING PAGES ACQUIRE BETTER LEADS: REALITY. 68% of B2B businesses use strategic landing pages to acquire leads. Take the time to make the landing page your lead lands on welcoming, personalized and relevant. It’s likely to give you a better return.

Do these myths vs reality help you understand what makes lead generation more effective? Is your business looking to get started with an effective lead generation program?

30 revealing facts on Facebook posts with higher engagement 0

Posted on January 15, 2018 by Rob Petersen

Facebook posts

Last week Mark Zuckerberg announced a major overhaul of Facebook’s News Feed algorithm that would prioritize Facebook posts to favor content from friends and families over publishers and brands.  Facebook said Facebook posts with “meaningful social interactions” would receive priority over “relevant content.”

Why did Facebook make this change?

  • Is Facebook trying to give engagement, a key Facebook metric, real legitimacy?
  • Are there too many spammy business posts?
  • Is there too much fake news on Facebook?
  • Should people who work at creating posts that get interactions be rewarded?
  • Organic reach of Facebook posts is 1% currently. Is any of this going to matter?

The change has people and businesses wondering.

To guide your content, here are 30 revealing facts on Facebook posts that get higher engagement and interaction.

  1. 1,000-3,000 word article used as links get the most interaction (Buzzsumo)
  2. 6X more interaction with directly embedded video vs YouTube videos (Buzzsumo)
  3. 300% more Facebook Live videos are watched compared to prerecorded videos (Sprout Social)
  4. 135% more reach for Facebook posts with video than posts with an image (Sprout Social)
  5. 100% increase in shares for Facebook posts with a video in 2015 (Sprout Social)
  6. 100% increase in comments when asking a question at the end of a post as opposed to the middle of the post (Jeff Bullas)
  7. 93% of the most engaging posts on Facebook contain photos (Fast Company)
  8. 87% greater interaction rate for Facebook posts with an image over plain-text posts (Sprout Social)
  9. 85% of people watch Facebook videos without sound (Sprout Social)
  10. 83% of parents are friends with their children on Facebook (Brandwatch)
  11. 53% more likes, 104% more comments and 84% more click throughs on posts with links than text-based posts (KISSmetrics)
  12. 78% of Facebook ad revenue comes from mobile ads (Brandwatch)
  13. 75% increase in video post per Facebook user in 2015 (Sprout Social)
  14. 75% of brands will pay to promote posts on Facebook (Brandwatch)
  15. 60% more engagement with shorter posts (Jeff Bullas)
  16. 49% of users like a Facebook page to support a brand they like (Brandwatch)
  17. 47% of Facebook users only access the platform through mobile (Brandwatch)
  18. 41% of people Like a Facebook Business page to receive regular updates from that brand (Jeff Bullas)
  19. 40% of users don’t like any brand pages – meaning paid Facebook ads are the only way to reach them (Brandwatch)
  20. 35% of Facebook users choose social media as their top choice for customer service (Sprout Social)
  21. 35% of people like a Facebook page to compete in a contest (Jeff Bullas)
  22. 33% of people go to a competitor if they are ignored by a brand on social media (Sprout Social)
  23. 32% more engagement from Facebook posts on weekends (KISSmetrics)
  24. 23% more engagement for post with images on Instagram (Buffer Social)
  25.  22% of the internet time Americans spend on mobile devices is taken up by Facebook; this compares to 11% on Google search and YouTube combined (Brandwatch)
  26. 19% of all mobile ad spend worldwide in 2015 was on Facebook (Brandwatch)
  27. Only 3% of content is videos, yet they have the highest engagement (Brandwatch)
  28. Average click-through rate for a Facebook ad is 0.9% (Brandwatch)
  29. If a call-to-action (CTA) button is added, it can lift click-through rate by 2.85 times (Brandwatch)
  30. Posts published on Thursday and Friday receive the highest engagement (Brandwatch)

Do they facts help you to think about how you can createFacebook posts with more engagement and interaction? Does your business need some guidance with its social media content?

10 myths about Instagram for business (Infographic) 0

Posted on December 10, 2017 by Lucy Benton

Instagram for business myths

Over 2 million businesses use Instagram for business.

Known for photo sharing and fueled by the popularity of Instagram Stories, roughly six-in-ten online adults ages 18-29 (59%) use Instagram, nearly double the share among 30- to 49-year-olds (33%) and more than seven times the share among those 65 and older (8%) according to Pew Research.

Instagram is largely made up of urban, youthful demographics, with a significant skew toward women. Ben & Jerry’s Ice Cream, reached 9.8 million people in the U.S. aged 18 to 35 in eight days according to Business Intelligence.

Here are 1o myths about Instagram for business.

  1. Instagram is not for service-based businesses.
  2. Only professional photos should be used.
  3. Follow others to be followed.
  4. I don’t need a strategy for Instagram.
  5. Marketing results are not measurable.
  6. You don’t get leads from Instagram.
  7. Posting once a week is an effective strategy.
  8. A lot of images produces engagement.
  9. Small accounts cannot reach target audiences.
  10. Only businesses with a huge base of followers can make money.

Scroll down the infographic to learn why these myths are not realities about Instagram for business.

instagram for business

Instagram marketing is still a fairly new concept for brands and many businesses overlook its full potential. The reason for that might be the most common myths that stop businesses from using Instagram for marketing are not really realities at all.

Despite the fact that Instagram is now being used by 48.8% of brands  many businesses have yet to implement an Instagram marketing strategy. Unfortunately, there are still many myths that have created hesitation among businesses when it comes to using Instagram for marketing purposes.

Is your business one of these businesses? Do the explanations for these myth convince you of the the business building potential of Instragram? Does your brand need help with Instagram for business?

Lucy Benton - Facebook Ad Designs

Lucy Benton is a website content writer living in New South Wales, Australia.

9 social media trends that will take over in 2018 0

Posted on December 04, 2017 by Rob Petersen

social media trends

Social media trends and new technology go hand in hand.

Many forms of content on social networks that now account for the majority of views, likes, shares, re-tweets and comment didn’t exist 5 years ago. In fact, some of the social networks they are seen on didn’t exist either.

Social media trends help us know not only what’s going to occur on social networks but the internet in general. The people at  Filmora have created an infographic to show and tell you. And they have substantiated it with research and hard numbers that make predictions real.

Here’s a brief summary of social media trends for 2018 from their infographic with just a smattering of the research they’ve compiled in the inforgraphic below.

  1. VIDEO TAKES CENTER: 95% of the message in a video is retained by viewers vs. only 10% for text
  2. EXPANSION OF LIVE STREAMING: Facebook Live videos are watched 3X longer than regular ones
  3. DOUBLING DOWN OF EPHEMERAL CONTENT: Ephemeral means short lived, fleeting or passing and describe the nature of media on social networks accessible for up to 24 hours
  4. RISE OF AUGMENTED REALITY: In April 2017, Facebook Camera Effect’s platform is designed. And it’s for AR hardware
  5. AI AND CHATBOXES ARE WIDELY USED: 30% of chat conversations will be chatboxes in 2018
  6. FOCUS ON GENERATION Z: Generation Zers, born between 1995 and 2012, are “true digital natives.”
  7. INCREASED INVESTMENT IN INFLUENCERS: 94% of those who have used influencers believe it is and effective strategy
  8. MOBILE READY CONTENT: More content will be made specifically for mobile as the majority of viewership and virtually all social networks is already greater on mobile than desktop
  9. INCREASED BRAND PARTICIPATION IN MESSAGING PLATFORMS: Each of the top five messaging platforms has 255 users or more already

Scroll down this infographic made by Filmora. And get to know more about the hottest social media trends in 2018 and feel free to let us know what you think in the comments section.


social media trends in 2018

Do you think these are the top social media trends for 2018? Do you have any more to add? Let us know what you think.

Social Selling vs Social Spamming. 10 best and worst practices 0

Posted on November 27, 2017 by Rob Petersen

Social Selling vs Social Spamming

Social Selling vs Social Spamming. They represent polar opposites. One is a best practice and the other a worst practice for developing business using social media.

Social Selling is the use of social media to interact directly with their prospects. The interaction is through thoughtful content and timely answers to a prospect until he or she is ready to buy. Social Spamming is unwanted spam appearing on your social networks or email.

The former requires business acumen, people and social skills. The latter uses none of these. Many people think they are Social Selling when they’re Social Spamming.

So you know when it’s Social Selling vs Social Spamming, here are 10 best and worst practices.

  1. AUTHENTIC VS AUTOMATED MESSAGE: One begins a relevant conversation. The other is a bad sales pitch. When it is apparent in the first couple of sentences of a post or email someone has taken the time to get to know something about you or done some research, you are likely to read a little further to see what comes next. That’s Social Selling. It’s spam when you’re in receipt of a bulk message, even though your name may appear at the beginning,
  2. OFFER VS PITCH: The first rule of Social Selling is to offer something a prospect is going to value rather than launch into a sales pitch. It could be a download of relevant information, trends or forecasts for your industry. Or an invitation to an event you would go to. It may require your email address and a follow up call occurs. But someone has given you something of value and you took the first action. It’s spamming when nothing is offered; rather someone asks something of you that is purely for their benefit.
  3. ABUSE OF INMAIL: How many of you have received an invitation to connect with someone on LinkedIn or someone has followed you on Twitter? And you think, what the heck, I’ll connect or follow back. Then, within minutes, you are sent an Inmail or Direct Messaged. And it’s something they are selling or want with an inflated description of themselves or their product. Unfortunately, it is occurring more and more, especially on LinkedIn.
  4. LINKS IN COMMENTS: Links in a comment are a bad and potentially malicious spamming practice. At best, someone is taking advantage of content someone else has created to insert a self-promotional message about themselves. Or worse, they may be spreading malware that contains a virus or scrapes personal information. Don’t click. Delete.
  5. BRAGGING VS ENGAGING: When a message begins with a boast about a product, company or themselves, run for the hills. An expression of thoughtfulness is much different. If the message is sincere and the offer has value, it’s Social Selling vs Social Spamming.
  6. STARTING A 2nd COMMUNICATION WITH “DID YOU GET MY 1st COMMUNICATION”? A drip campaign is a method used in direct marketing to acquire customers through lead nurture programs. It involves sending marketing information to prospects repeatedly over longer periods of time in order to nurture prospects or leads through the marketing funnel. A 2nd message that asks if you got the 1st message isn’t even a drip, it’s spam.
  7. ASKING IF YOU HAVE “JUST 10 MINUTES”: Some Social Spammers think just cutting straight to the call will bring results. How many of you have gotten an email where the subject line ask for “Just 10 minutes” or “Time for a call today?” My hope is the kind of people who reply “yes” and have this conversation are as obnoxious as the senders.
  8. UNSUBSCRIBE VS NO ABILITY TO UNSUBSCRIBE: Even if someone has opted in or purchased in the past, you must have a way to unsubscribe when sending commercial email. Many email marketing platforms require and enforce an unsubscribe link for all messages. That’s Social Selling. But it’s spam if the message is emailed from a personal email account like Google Apps, Outlook or from their company’s mail server and you don’t give people the ability to unsubscribe. It’s also a violation of the CAN-SPAM Act, established by the Federal Trade Commission.
  9. ENDING WITH CALENDAR LINK Some Social Spammers are brash enough, after their obnoxious sale pitch, to put a link to their calendar to schedule a call at the end of their message. Maybe they think it only takes one to make this tactic worthwhile. But I wonder if they get none.
  10. TELLING SOMEONE YOU WON’T BOTHER THEM AGAIN: The type of Social Spammer who keep sending messages that don’t receive a response, eventually are reduced to try and evoke an action by saying something like “if you are not interested, let me know and I won’t bother you again.” I, of course, don’t respond. I just think “good riddance.”

Do these examples help you see the difference between Social Selling vs Social Spamming? And  they best and worst practices to you? Do you have any more to add?

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