CASE STUDIES
#1. How to Get 1000% Increase in Opt-ins - Test Results
SUMMARY: The unwillingness of readers to opt in for
newsletters is a significant pain point for marketers. Can
better timing overcome this resistance?
See how a tech marketer tested a different opt-in process.
The result has led to a tenfold increase in subscriptions,
while decreasing the marketer's dependence on Google for
traffic.
Click to continue
(Open access until July 9th)
#2. How to Launch a Product in Stealth Mode: 6 Steps to Generate 374% More Leads
SUMMARY: Build the buzz and generate more leads with a new
product launch steeped in secrecy. Your target audience will
think they know what's coming -- then you'll surprise them.
Toshiba wowed a major trade show audience by unveiling a
medical-imaging product that leapfrogged the technology on
the market. Keeping the details a secret while developing a
marketing splash for launch day helped to boost leads 374%.
Click for bigger chart + Sherpa analysis
(Open access until July 9th)
RESEARCH
#3. New Chart: Content Should Determine Length of B-to-B Podcast
SUMMARY: Most B-to-B podcasts run 20 minutes or less - with 15
minutes just about the median, according to a MarketingSherpa
study of 150 B-to-B sites. But, more importantly, what we
discovered is that content should dictate the duration of your
podcast.
Click to continue
(Open access until August 1st)
#4. Sign Up Now for SherpaSearch, a New Newsletter for Search Marketers
Every other week, SherpaSearch brings new tutorials, Case
Studies, research insights and how-to articles. This newsletter
helps you better understand the world of search marketing by
guiding you how to:
* Improve your SEO and PPC strategies
* Plan your search budgets and forecast results
* Discover what really works in search marketing
Sign up here
HOW-TO & INTERVIEWS
#5. How to Find Your Social Media Fit: 6 Tips to Optimize Your Strategy
SUMMARY: Users of Web 2.0 channels, especially social media
sites, are tempting targets for subscription marketers. But
you need to select channels that best fit your brand and
develop a strategy keyed to those online communities.
We asked a subscription marketer who has tackled that
challenge to share some insights on social media marketing.
Strategies include:
- Setting goals and expectations
- Finding sites to target
- Creating a monetization metric
Click to continue
(Open access until July 9th)
#6. Label Design Primer: 13 Tips to Help Your Product Get Noticed on Store Shelves
SUMMARY: Competition among products on the store shelves is
fierce. An attractive, attention-getting label can make the
difference between enticing customers and losing them to a
nearby competitor.
Here's a primer on making your product beat industry leaders.
Includes tips on using a graphic designer and launching a
redesign.
Click to continue
(Open access until July 8th)
INTERACT
#7. Please Join Us for the B-to-B Lead Gen Teleseminar on July 10th
You are invited to join Sherpa Founder Anne Holland and
B-to-B Senior Reporter Sean Donahue on Thursday, July 10th
at 9 a.m. and 2 p.m. Eastern (6 and 11 a.m. Pacific) for a
special teleconference: 'Top 10 B-to-B Marketing Fast Fixes:
How to Generate & Nurture More Qualified Leads'
To receive the conference call number and the PowerPoint
slides featuring 10 tactics to quickly get your lead
nurturing program back on track:
Please sign up today
#8. SherpaBlog: Should You File Copyrights on Marketing Materials?
SUMMARY: Should you file copyright for your online videos,
webinar presentations, email newsletter articles, blogs,
SEO-ed Web pages, podcasts, white papers ... and the rest
of the "content" your marketing department produces? Yes
and no.
Click to continue
(Open access=permanent)
#9. Help Wanteds: 40 New Jobs & 3 Seekers Available
The past week's new posts including 1 VP & 6 Directors.
Plus, learn how to post your own opening.
Click to continue
(Complimentary service)
#10. Book Offer: 'Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get It Back'
Corporate giants aren't the only companies that need to worry
about their personality. All brands -- from small to not so
small -- must evoke a dynamic personality to attract passionate
customers.
In his hardcover, social media guru and influencer Rohit
Bhargava, SVP Digital Strategy, Ogilvy Public Relations
Worldwide, says the age of the faceless corporation is over.
It's time for companies to redefine themselves because, if
they don't, they will face customers who will learn about
their brands from the myriad sources of information on the
Internet, including blogs, social media sites, such as
Facebook and other forums.
Bhargava reveals the secrets to establishing a personality
in Part One of the book. He offers how-to advice in a
step-by-step tutorial. And, since marketing and advertising
are no longer sufficient to capture customer loyalty, his
book provides methods of forging lasting relationships with
consumers through social media.
Part Two of the book holds more meat. It bursts with action
guides, thought starters and real-life case studies from
companies, such as Google and Microsoft. Readers will
appreciate the online component of this personality-creating
primer.
Bhargava lists URLs for hidden content, his blog,
downloadable bonus materials and a gallery of visuals.
You'll learn about The Personality Project, a site featuring
100 contributions from visionaries that include authors,
filmmakers and artists. See the website:
http://www.personalitynotincluded.com.
The authors donated five copies for Sherpa to give away.
Toss your name into the hat here to try for one.
Click to continue
(Ends 07/13/08)
+ Last week's book offer: These five lucky marketers will get
their own copies of 'Leadership on Demand' by Charles Besondy
and Paul Travis:
- Rochelle Chakraborty, Marketing Management Kingdom, Mansfield, PA
- Bruce Gill, Lewis-Michael & Associates Inc., Atlanta, GA
- Michael Mendocha, Productive Data Solutions Inc., Greenwood Village, CO
- Rebecca Rostetter, Luminary Micro, Austin, TX
- Chris Symonds, Kanuka Grove, Manawatu, New Zealand
P.S. Did a friend send you this? Go Here for your own copy - it's award-winning, useful, and complimentary.
P.P.S. Got questions, comments, or ideas for editorial?
Email Editorial Director Tad Clarke at TadC(at)marketingsherpa(dot)com
or call Customer Service at (877) 895-1717 -- thanks!
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