Conversion and Optimization: A #CMWorld chat with Ian Cleary

Ian-Cleary-photo-150x150You often hear the mantra that you need to market your marketing, but what happens when someone arrives where you want them to? Do they take the next step? Are you offering them an experience that you are proud of? Of course, you need to think about conversion and optimization.

If this concept is new to you – or you want to pick up some ideas, tools and examples – then this chat with Ian Cleary was for you.

Read more about conversion, as well as other ideas on how to build your audience, at the Content Marketing Institute.

 

Q1: With everything content marketers have going on, why should they focus on conversion and optimization? #CMWorld

 

A1: Conversion is your destination and Optimization is improving how you get there #CMWorld http://t.co/BAsY569UKr

@IanCleary

 

@CMIContent @JeremyBednarski #cmworld is best served with soup.

@tsledzik

 

@CMIContent A1: without conversion & optimization, you have no business, no revenue, no job. #CMWorld

@carmenhill

 

@csledzik @tsledzik optimization and conversion… and eat lunch as you chat! #CMWorld

@CMIContent

 

A1: conversion and optimization are key to keeping exec buy-in, so I’d say yes! #cmworld

@SueBrady

 

A1: What’s the point if you’re not? @CMIContent #cmworld

@JamesAnder1

 

Content should be optimized for a great user experience and ultimately lead to conversion. Even if it takes a while. #cmworld

@CTrappe

 

A1: Conversion/Optimization make the most of the valuable visitors you bring with your #contentmarketing #cmworld

@RtMixMktg

 

A1. At the end of the day it’s about driving sales. That’s the ultimate goal of the content. #cmworld

@LisaMasiello

 

A1 Because it’s the reason you get paid the big bucks…although conversion doesn’t have to mean a sale #cmworld

@tracibrowne

 

@LisaMasiello Absolutely Lisa! #cmworld

@IanCleary

 

@tsledzik @CMIContent Orange soup…well, color not flavor. Cuz that would be gross. #CMWorld

@JeremyBednarski

 

@HoeeKwan hello! Good to have you with us today! #CMWorld

@CMIContent

 

STARTING NOW! #CMWorld Twitter Chat with me! I’m talking optimization and conversion! #contentmarketing

@IanCleary

 

@JeremyBednarski @tsledzik @CMIContent Sweet potato soup is orange – it’s one of my favourites πŸ™‚ #cmworld

@lindadessau

 

A1: Awareness, branding, traffic are useful but need to track end result to our business and optimize these results #CMWorld

@IanCleary

 

@ThinkMoncur grateful you can join in! Should be a good one! #CMWorld

@CMIContent

 

A1: Why focus on conversion? Eventually all of this #content has to create results (or we don’t have jobs). #cmworld

@mikemyers614

 

Somebody becoming your advocate could be a conversion point. #cmworld

@CTrappe

 

@CMIContent Without concern of raising conversion rates, content marketing strategies can’t grow to reach more of your audience. #cmworld

@ThinkSEM

 

@mikemyers614 I have to agree with you Mike!!! It’s about results. #cmworld

@IanCleary

 

Optimization & conversion are what allow you to stay in business. Plus, by optimizing now, you save work for yourself later! #CMWorld

@ItsADinah

 

A1: yes because why bother otherwise? #cmworld

@palkoviz

 

@tsledzik @JeremyBednarski you guys are making us hungry! #CMWorld

@CMIContent

 

@CMIContent It shows what works & what doesn’t and what your customers are interested in which in turn, should result in sales #CMWorld

@KylaK

 

@CMIContent A1. Because that’s how to generate leads. #CMWorld

@CarolFaugh

 

A1 the ultimate goal should always be more sales…but you also have to set incremental goals depending on the content created #cmworld

@tracibrowne

 

Creating results through #contentmarketing does take time. Fingers crossed that the strategy allows for enough. #cmworld

@CTrappe

 

Absolutely! MT @mikemyers614 A1: Eventually all of this #content has to create results (or we don’t have jobs). #cmworld

@RtMixMktg

 

Ack! Late (but better late than never!) to chat with @IanCleary + the awesome folks on #cmworld

@heykarri

 

@palkoviz Exactly our thought. CRO is the end goal of content marketing and any marketing, really. #cmworld

@ThinkSEM

 

#CMWorld A1: Focus on conversion because isn’t that what we’re ultimately creating the content for.

@JeremyBednarski

 

@IanCleary Yep, as we like to say here, if it doesn’t drive results, it’s not #contentmarketing, it’s just content. #cmworld

@mikemyers614

 

@csledzik @CMIContent Taking the lead from @IanCleary on conversation/optimization topics #cmworld

@tsledzik

 

A1B: It’s also how you keep improving on your content. Know what converts! #cmworld

@SueBrady

 

@heykarri Hey Karri, great to have you at the chat! #cmworld

@IanCleary

 

@heykarri not late at all! Jump on in! #CMWorld

@CMIContent

 

@palkoviz it saves a lot of time and gives you direction #CMWorld #salesfunnel

@KylaK

 

Jumping in late as well! #cmworld

@amandakrebs

 

@KylaK @palkoviz but some marketers avoid it because it takes time to do! #cmworld

@IanCleary

 

@JeremyBednarski @tsledzik @CMIContent Damn, missed opportunity. I have pumpkin soup, but just made myself a bowl of tomato #CMWorld

@atxcopywriter

 

A1 Content marketing w/out conversion & optimization is like an office meeting with no agenda or moderator #CMWorld

@PatrickHayslett

 

Optimizing content means making it more relevant to audiences – not making it more salesy. #cmworld

@CTrappe

 

Q2: What are some ways you convert visitors to paying customers on your website? Has this evolved? #CMWorld

 

@CMIContent Great to be chatting tonight!!! #cmworld

@IanCleary

 

@CMIContent Glad to be here–sorry we’re late~ #CMworld

@moveo

 

@martinlieberman @mikemyers614 Can’t get the highest ROI on content without CRO. So true. #cmworld

@ThinkSEM

 

@amandakrebs good to have you with us, Amanda! #CMWorld

@CMIContent

 

Optimization & conversion is what takes your marketing efforts to the next level. Without it you’re going to have a shallow reach. #cmworld

@kelcesarz

 

@CTrappe “even if it takes a while” <—- so true, patience is key with content marketing conversions! #cmworld

@CrowdContent

 

@PatrickHayslett And those kind of meetings never happen anywhere…. #cmworld

@CTrappe

 

@ThinkSEM @martinlieberman @mikemyers614 there’s a few TLA’s (three letter acronyms) – ROI, CRO! #cmworld

@IanCleary

 

#CMWorld A1 cont.: Focus on optimization to keep improving efficiency…which leads to faster conversions (hopefully!)

@JeremyBednarski

 

Yes. @PatrickHayslett A1 Content marketing w/out conversion & optimization is like an office meeting with no agenda or moderator #CMWorld

@LisaMasiello

 

@SueBrady Couldn’t agree more. Content creates data, which helps you improve your next round of content to be more effective! #CMworld

@moveo

 

A2: Use email marketing as a tried and tested rout to building your sales funnel #CMWorld http://t.co/Jb6O3ZhLW7

@IanCleary

 

@IanCleary @ThinkSEM @martinlieberman My ‘love’ button was broken, so I’ll have to ‘favorite’ this. #cmworld

@mikemyers614

 

A1 Conversation is taking the pulse of your audeince, further clarifying your voice #cmworld

@tsledzik

 

@vegecomgirl Q2: What are some ways you convert visitors to paying customers on your website? Has this evolved? #CMWorld

@CMIContent

 

A1 The more you optimize, the more you can increase your ROI. It’s about working smarter, not harder. #CMWorld

@Beymour

 

A2: Consider a lower priced initial purchase as another path to the ultimate product purchase #cmworld http://t.co/lyNm7zmlZb

@IanCleary

 

A2 In the #B2B space, we take the convo offline. Content cued up for pipeline landmarks can be emailed/tracked in a 1-to-1 basis. #CMWorld

@csledzik

 

You are rock for joining in on the Twitter chat, I’m loving it! #cmworld

@IanCleary

 

A2 measuring baby steps is important when you have a longer sales cycle or don’t sell anything online #cmworld

@tracibrowne

 

A2. Offering a free trial. Larger % who try first stay as paying customers. #CMWorld

@LisaMasiello

 

@IanCleary Ian, we’re loving these snackable tidbits! #CMWorld

@CMIContent

 

@IanCleary Agree. Sometimes, lowering the AOV can be an entry point win, esp if new to brand. It has be done strategically. #cmworld

@vegecomgirl

 

@vegecomgirl you’re spot on Carmella #cmworld

@IanCleary

 

A2: Make it easy to convert and make the value very clear to the customer #cmworld

@amandakrebs

 

@csledzik We’ve tried programs that give names/#s for who has hit your site. Limited success but I can see it being effective. #cmworld.

@SueBrady

 

Yes! MT @csledzik In the #B2B space, we take the convo offline. Content cued up for pipeline landmarks can be emailed/tracked… #CMWorld

@mikemyers614

 

@CMIContent A2: has evolved greatly. Good content generates loyalty and builds relationships, return visits.It’s about interaction #CMWorld

@CarolFaugh

 

@CarolFaugh @CMIContent interaction is great but you also need to convince people to take the next step! #cmworld

@IanCleary

 

A2-Email marketing relating back to content on our blogs.Reminds customers abt services but also tht we have more content available #cmworld

@kelcesarz

 

Many people prefer snackable content. Who has time to sit down for a meal anymore? #cmworld

@CTrappe

 

A2. Short-term exclusives, welcome incentives. Think about the role of brand awareness plays in your conversion funnel #cmworld

@vegecomgirl

 

A2. Your website should provide a clear conversion pathway, w/ each content asset + CTA leading to the next, one step at a time. #CMWorld

@carmenhill

 

Good afternoon everyone! A1. Because it’s a critical aspect of lead generation; the focus remains on what the audience wants. #CMWorld

@SocialGenesis

 

@kelcesarz good point Kelli. #cmworld

@IanCleary

 

@tracibrowne Absolutely. Knowing where someone is in your sales funnel (and tracking their movement through it) is imperative #CMworld

@moveo

 

A2: Target the customers they really want, focus on user experience! Win-Win! #CMWorld

@HoeeKwan

 

@CMIContent A2: If you’re providing a link, be sure that it fulfills the promise of the content it’s tied up to. #cmworld

@elizondojessie

 

@CTrappe too busy on twitter chats Christoph!! #cmworld

@IanCleary

 

Q3 Does it make sense to try to convert your audience to Twitter followers/Facebook fans, or should you focus on email subscribers? #CMWorld

 

A2: Progress toward the conversion can be as important as the actual sale, especially in B2B/complex sales (and internal buy-in). #CMWorld

@mikemyers614

 

@elizondojessie @CMIContent yes I agree, we get tempted with fancy headlines but need to back them up with great content. #cmworld

@IanCleary

 

@IanCleary πŸ™‚ Couldn’t resist with you being the guest! #cmworld

@CTrappe

 

A2: Plan an onboarding series + nurture path if you’re going the free trial route. Prospect has to experience the value to convert. #cmworld

@heykarri

 

@IanCleary @CMIContent offer a free Download then they’re one step closer down the sales funnel #CMWorld

@CarolFaugh

 

@CTrappe ha!!! thank yoou. #cmworld

@IanCleary

 

A3: Building relevant Email Subscribers is like building a queue of potential customers for your business #CMWorld http://t.co/bVyRlY22No

@IanCleary

 

A1: To turn browsers into buyers, you have to understand where they are in their buyer process and what will convert them. #CMWorld

@SocialGenesis

 

#CMWorld @CarolFaugh agreed, interaction and #CorporateTransparency

@AshleyMaydak

 

@mikemyers614 yes and we need to measure that progress. #cmworld

@IanCleary

 

@elizondojessie @CMIContent So true Jessie!! This is so often forgotten. #CMWorld

@LisaMasiello

 

@SueBrady We see visitors, but it’s not formally tracked. Can be helpful to have real-time insights tho, especially for prospects. #cmworld

@csledzik

 

A3 I try to convert to email whenever I can…but also important to let them go where they prefer and not try to convince otherwise #cmworld

@tracibrowne

 

A2 Despite talk of the sales funnel being outdated, it’s tough to convert users to paid content w/out a fork in the road #CMWorld

@PatrickHayslett

 

A2 Consolidate CTAs. Multiple CTAs can be confusing and too many can make your site seem spammy #CMWorld

@Beymour

 

@kelcesarz We have the same philosophy with email marketing. Use it as a reminder so we’re our leads’ first thought for service #CMWorld

@CalamusWorks

 

A3. It makes total sense to connect on social as well as email. Do some lead generation too with some SEM. #cmworld

@vegecomgirl

 

@IanCleary @KylaK a lot of companies move towards data driven marketing fortunately #CMWorld

@palkoviz

 

A3-I think w/ twitter/facebook you’re going to get more engagement & build relationships w/ your audience more quickly than email. #cmworld

@kelcesarz

 

A3. Bring value to our CTAs. “Buy Now” isn’t always enough. #cmworld

@vegecomgirl

 

@CrowdContent thank you! Nowadays it’s better to interact and sell rather than interrupt and sell! #CMWorld

@CarolFaugh

 

A3 I hate when I follow someone on twitter and they immediately ask me to like them on FB…makes it all about them not me #cmworld

@tracibrowne

 

A3 Facebook/Twitter can/will deepen the relationship, but email is more likely to convert a prospect to a customer. #cmworld

@martinlieberman

 

A3: Focus on where they want to be reached. Email still important but if you can convert them cross platform, do all three. #CMWorld

@SocialGenesis

 

@tracibrowne that’s a personal hate of mine also, that’s not a good way of starting a relationship #cmworld

@IanCleary

 

@tracibrowne wait?! It’s not all about them?? πŸ™‚ #CMWorld

@CMIContent

 

@CMIContent Develop whatever platform your audience uses most. Go where they are. You will find connections there. #cmworld

@ThinkSEM

 

Couldn’t agree more @tracibrowne #CMWorld

@KDADouglas

 

@CMIContent A3: Depends on your audience (I feel like this line has come up before in past chats) #CMWorld

@atxcopywriter

 

@tracibrowne Absolutely – it’s a big turn off when people jump right in with a request after connecting on social media #cmworld

@lindadessau

 

@SocialGenesis yes this is important, cross platform conversion. Build email subscribers on FB and build fans from email #cmworld

@IanCleary

 

A3: #brands should interact with prospects the way they want…email, Twitter, Facebook or something else. Know their preferences. #CMWorld

@mikemyers614

 

@tracibrowne I feel same RE: being asked immediately by a new twitter follow to connect on LInkedIn– don’t rush the relationship! #CMworld

@SFerika

 

@atxcopywriter common themes… we like that! #consistency #CMWorld

@CMIContent

 

A3: depends on the nature of the business. Twitter/FB is a different ball game #cmworld

@CrowdContent

 

@IanCleary @elizondojessie @CMIContent Clicking on a post with a great headline and lackluster content is always disappointing #CMWorld

@atxcopywriter

 

A3 Twitter is great for convos and engaging in topics real-time — Facebook for local #SMBs. Related: http://ow.ly/EtGv8 #CMWorld

@csledzik

 

A3 Have an audience in all places. Social networks allow for more interaction with consumers, which is always good #cmworld

@moveo

 

A3. Go for the email subscribers. Twitter followers & facebook fans are vanity numbers. #cmworld

@LisaMasiello

 

@SFerika kinda like buying you a drink doesn’t mean I want to pick out wedding bands #cmworld

@tracibrowne

 

@moveo it’s always good to have “friends” everywhere, right? #CMWorld

@CMIContent

 

A3 Facebook is such a personal channel. Attempts at conversion (unless you’re a game or app) seem intrusive. I’ll take email #CMWorld

@PatrickHayslett

 

@LisaMasiello Fans are good to convert to email subscribers! #cmworld

@IanCleary

 

Email subscribers are such a strong base. I read many more of my emails when compared to all the Tweets I could potentially read. #cmworld

@CTrappe

 

A3: Use social media to increase engagement and drive email subscription. There’s a different mindset for each for your audience. #CMWorld

@JeremyBednarski

 

@tracibrowne I hear you. For some reason, the “You like me. You really like me” rings in my head like an awful song #cmworld

@vegecomgirl

 

A3 Depends on the business. B2Bs may benefit more from social followers, where B2Cs may benefit more from email subscribers. #CMWorld

@Beymour

 

But I unsubscribe from irrelevant emails right away. #cmworld

@CTrappe

 

@CMIContent A3: everything helps but email subscribers hold more value than social media followers, better still; blog subscribers #CMWorld

@CarolFaugh

 

A3 Email conversion rates are 40x those of Facebook/Twitter. ‘Nuff said. Draw people from social to email. http://ow.ly/EtGXo #cmworld

@martinlieberman

 

A3 Diff. platforms have diff. tone/content requirements too. Email must add more value than a tweet, generally speaking. #CMWorld

@csledzik

 

@Beymour that’s interesting Brandon, I’d love to hear more about your reasoning for this. #cmworld

@IanCleary

 

MT @CTrappe: Email subscribers are such a strong base. I read many more emails when compared to all the Tweets I could read. #cmworld

@CMIContent

 

Q4: When talking about optimization, is it all about #SEO, or are there other ways to optimize your content? #CMWorld

 

@mikemyers614 This is the only way to put it. There’s no rule of thumb – dictated by the brand and the audience. #cmworld

@tsledzik

 

A3 Also, a brand should never feel obligated to use a channel just for the sake of using it. If it provide no value, ditch it #CMWorld

@Beymour

 

@CMIContent @moveo Is this when we get to talk about having friends “…in loooooow places”?? #CMWorld #GarthBrooks

@csledzik

 

Email subscribers tent to buy more but so do Facebook fans. It really depends on your business but email remains important. #CMWorld

@SocialGenesis

 

A4: Email Conversion Optimization, Sales Conversion Optimization, Social Media Optimization is all important #CMWorld

@IanCleary

 

A3: Of course! I believe a social media fan/follower is considered a more of a passionate subscriber to the brand. They want more. #cmworld

@elizondojessie

 

@csledzik @moveo somehow our #CMWorld chats always end up in song…

@CMIContent

 

@tracibrowne I haven’t encountered that. Would probably unfollow. #CMWorld

@atxcopywriter

 

@Beymour as a business I never want someone else to own my contact list…email list important for B2B and B2C #cmworld

@tracibrowne

 

A4 See this tool for analyzing your social media content sharing, is it optimized for sharing http://ow.ly/EtHsF #CMWorld

@IanCleary

 

@IanCleary Just optimize it all! Seriously, it’s no longer “if you build it, they will come.” You are always having to improve #cmworld

@vegecomgirl

 

@mtoagency @CMIContent Great addition. #cmworld

@ThinkSEM

 

@CMIContent @IanCleary friends make the world go ’round! #CMworld

@moveo

 

I just realized that I’m full of quotes today. #cmworld

@vegecomgirl

 

A3: Twitter and Facebook have the ability for users to engage in real time, so I think it’s best to leverage these two more #cmworld

@LauraA87

 

A3: Social is like a big party; lots of little convos. Email is like dating; sharing details and value in a less chaotic setting #CMWorld

@CalamusWorks

 

Wow this tweetchat is fast and furious!! #cmworld

@IanCleary

 

A3: Be careful to not rely solely on social media (rented land) as your access to your audience can be cut off. Free access anyway #CMWorld

@JeremyBednarski

 

Q3: Depending on your products & services! #CMWorld

@HoeeKwan

 

Argh. Have to drop off. Will look for the transcript! #cmworld

@SueBrady

 

A4: You optimize your content for conversion by addressing the pain points, solving problems for target audience, not just SEO. #CMWorld

@SocialGenesis

 

@CalamusWorks I love that alex – email is like dating! #cmworld

@IanCleary

 

@martinlieberman I agree! Facebook and twitter followers may not necessarily see your posts but more like to see your email. #CMWorld

@CarolFaugh

 

A4 I think of SEO as optimization for the person searching…I don’t want them to come to my site unless I have something to offer #cmworld

@tracibrowne

 

@IanCleary That is true. I meant that email subscribers are most likely further along in the buying process. #CMWorld

@LisaMasiello

 

@janetgranger great to have you Janet, thanks for joining in. #cmworld

@IanCleary

 

Optimizing also might mean that you have to work on reaching the right audiences. Step 1: Identifying who the right audience is. #cmworld

@CTrappe

 

@LisaMasiello good point Lisa. #cmworld

@IanCleary

 

A3: Depending on your products & services! #CMWorld

@HoeeKwan

 

A4: Optimize your content for social sharing/amplification. Tweetable headlines, hashtags, OG tags, images. #cmworld

@heykarri

 

A4. Optimization is necessary. Be flexible when it comes to your audience & what they want/expect. Always room for improvement #cmworld

@vegecomgirl

 

A4: What’s the point of getting your content before your audience in search if it has no value to them? #CMWorld

@SocialGenesis

 

@CMIContent @csledzik @moveo Garth is back, baby #cmworld

@tsledzik

 

A4: Optimization is all about dist. #content. #SEO is important, but so is reaching people when/where they want w/ right message #CMWorld

@mikemyers614

 

.@CMIContent @lindadessau @CTrappe double amen! Relevancy is “secret sauce” #cmworld

@mtoagency

 

@SueBrady glad you were able to chat for a bit! #CMWorld

@CMIContent

 

@CTrappe ditto. Or even emails where I feel content quality has dropped. People get annoyed by email clutter. #cmworld

@AshleyMaydak

 

@csledzik @CMIContent Enough of this song and dance, stay focused! #CMworld

@moveo

 

@PatrickHayslett Agree. I’m not gonna switch from browsing pictures of family to buying your product – the context is wrong #CMWorld

@atxcopywriter

 

A4 You can optimize for action, and for tone/message by using words strategically. Use positive words instead of “don’t,” etc. #cmworld

@martinlieberman

 

@ZenYinger Hey Zen, good to see you here! #cmworld

@IanCleary

 

A4: We always ask our clients, “After we get your target audience to your website with SEO, then what? What will keep them there?” #CMWorld

@SocialGenesis

 

@PatrickHayslett Unless maybe your product is picture frames or something, now that I think about it #CMWorld

@atxcopywriter

 

@martinlieberman I’d love to be an expert in copy writing, always room for improvement but so important. #cmworld

@IanCleary

 

Email is ground zero comms. Many see FB/Twitter via email anyway mT @CarolFaugh @martinlieberman more likely to see your email #cmworld

@NickKellet

 

Once again I get sidetracked during #cmworld chat. Trying to catch up πŸ™‚

@JamesAnder1

 

A4 See this article on 7 Techniques for improving landing page conversion optimization http://ow.ly/EtIoq #CMWorld

@IanCleary

 

@martinlieberman I get you but negatives can be very effective motivators in some instances. We see it work all the time. #CMWorld

@SocialGenesis

 

Good ? MT @SocialGenesis: A4: After we get your target audience to your website with SEO, then what? What will keep them there? #cmworld

@lindadessau

 

@Beymour I seriously want that on a t-shirt in the worst way #AlwaysBeTesting #CMWorld

@vegecomgirl

 

@JamesAnder1 Welcome James, stick with us! #cmworld

@IanCleary

 

A3: The great thing though about FB and Twitter is they have the ability for users to engage in real time, unlike email #cmworld

@LauraA87

 

Optimize your #content for social sharing/amplification. Tweetable headlines, hashtags, OG tags,images ~ @IanCleary #SMM #marketing #cmworld

@ZenYinger

 

@martinlieberman Great tip! #CMworld

@moveo

 

social media optimization will become increasingly important as we optimize content for sharing across platforms #cmworld

@IanCleary

 

@JamesAnder1 jump on in! #CMWorld

@CMIContent

 

Follow #CMWorld for great #socialmedia #contentmarketing #digitalmarketing insights today.

@mtoagency

 

@heykarri Agreed! Make it as easy as possible for people to share content with pre-packaged quotes or short article summaries #cmworld

@CalamusWorks

 

A4. SEO is only one aspect of optimization. You should also look at optimizing overall UX, opt-ins, content CTAs, etc. #CMWorld

@carmenhill

 

A3 with the right content, people will convert themselves to the channel that suits them & their needs – Twitter, FB, Email etc #cmworld

@NickKellet

 

a4 #CMworld SEO is always important, and social media interaction AND content plays a key part of it @CMIContent

@BoltWeb

 

@CMIContent A4: Optimise your blog titles for higher opening rates. #CMWorld

@CarolFaugh

 

A4 Content Opt. is also about being inclusive of the entire sales funnel #CMWorld

@tsledzik

 

@carmenhill Absolutely Carmen, you said it! #cmworld

@IanCleary

 

@CMIContent A4: Optimizing for user experience is important (although that’s also a part of #SEO) #CMWorld

@atxcopywriter

 

A4: Some guy named @IanCleary wrote a great post on why you should be using Twitter cards, too: http://qub.me/Panmut #cmworld

@heykarri

 

@atxcopywriter Look everyone, our little Suzie Q just took her first step! Whoa..free SEO audit for next 24 hrs. Yes! I’m engaged #CMWorld

@PatrickHayslett

 

Q5: Let’s talk tools. For conversion/optimization? For A/B testing? How about landing page software? #CMWorld

 

@heykarri who is that guy!!! #cmworld

@IanCleary

 

I love my tools!! #cmworld

@IanCleary

 

A4 Everything you do as a marketer should be optimized. Think weakest link principle… #CMWorld

@Beymour

 

@mtoagency @CMIContent Thanks so much! #cmworld

@ThinkSEM

 

@NickKellet Exactly! Focus less on optimization techniques than on valuable content because that’s what people want. #CMWorld

@SocialGenesis

 

A4 “Optimize” can be used a lot of ways. Usability — which helps time on site, page views, etc. — deserves more focus, IMO. #CMWorld

@csledzik

 

mtoagency: Follow #CMWorld for great #socialmedia #contentmarketing #digitalmarketing insights today. http://ift.tt/1uLz1Zs

@SocialMedia_707

 

A5: @leadpages or @unbounce are great landing software, see comparison – http://ow.ly/EtJ3N #CMWorld

@IanCleary

 

A4. Make content easy to share & actually encourage people to share it with whomever they like. #cmworld

@LisaMasiello

 

A5- Interested to see what people are using! Looking for more efficient tools! #cmworld

@kelcesarz

 

@Beymour @Copyblogger giving up on Facebook is now the example I’ll always think of for this #CMWorld (forgot tag first time, oops!)

@atxcopywriter

 

A5: Optimizely or Visual Website Optimizer are great tools for optimizing conversion #CMWorld

@IanCleary

 

Optimize your content for social sharing/amplification. Tweetable headlines, hashtags, OG tags, images ~ @heykarri #cmworld

@ZenYinger

 

@csledzik @CMIContent @moveo Well done #CMWorld

@atxcopywriter

 

@LauraA87 I wonder some times how “Real time” Facebook is these days… #CMWorld

@csledzik

 

@CMIContent A5: @unbounce has recently launched responsive landing pages within their A/B testing suite. #CMWorld

@NeerajT4

 

We can THINK too much here. Sometimes we just need to FEEL. Does this content/action/<whatever> feel right? #cmworld

@NickKellet

 

If you’re not optimizing you are wasting a golden opportunity. #cmworld

@IanCleary

 

@kelcesarz it’s great to have friends in our community to lean on to suggest various tools! #CMWorld

@CMIContent

 

@CMIContent A4: I would hope everyone is thinking of optimizing for USERs. Focus on task completion, mindset & motivations #CMWorld

@digistrategist

 

A5. If you can get your hands on Test & Target in Adobe’s Omniture, oh my heart flutters! #cmworld

@vegecomgirl

 

@LisaMasiello For sure! I think a lot of marketers miss this. #cmworld

@AshleyMaydak

 

A5: Optimizely makes A/B testing of landing pages really easy #cmworld

@RtMixMktg

 

A4 It’s also important to analyze how your collective optimization tactics impact or assist one another across channels #CMWorld

@Beymour

 

A5. If you’re using something like @MailChimp, the A/B testing is nice to use #cmworld

@vegecomgirl

 

A5: We are definitely Team @Unbounce at @Leadtail. Cannot say enough good about the product + team. #cmworld

@heykarri

 

@SocialGenesis Not disagreeing. Just saying you can optimize your content to better convey your brand tone. #cmworld

@martinlieberman

 

Interesting to see all the different opinions on social media vs email. Experiences aren’t entirely consistent #CMWorld

@atxcopywriter

 

Q5: Landing page split testing: we’ve had success w/ @unbounce in the past #cmworld

@CrowdContent

 

A4: Not all about onsite/outside #SEO, there are many other ways such as #EmailMarketing #SEM #Networking #Bookmarking and more #CMWorld

@HoeeKwan

 

ICYMI: How to create a B2B editorial calendar – http://goo.gl/bBzUOk #cmworld

@idioplatform

 

A5 Would love to discover a few new ones, myself. #cmworld @CMIContent

@BoltWeb

 

A4: Started out writing yes, then realised everything I was going to write is of benefit for SEO, to optimise 4 people is good SEO #CMWorld

@KDADouglas

 

@vegecomgirl You caught my attention- what do you like so much about test and target? #cmworld

@kelcesarz

 

Can you share an example? MT @IanCleary: “social media optimization” will become increasingly important…. #cmworld

@csledzik

 

@BoltWeb @CMIContent Yes! You don’t have to be on every platform. Just be present and active on the platforms your audience is on. #cmworld

@ThinkSEM

 

@Beymour Absolutely. Know how channels work together. #CMworld

@moveo

 

@CarolFaugh An email is a private one-on-one moment with a customer, versus a public engagement on social media. #cmworld

@martinlieberman

 

@AshleyMaydak Yes. If you actually say “feel free to share this” people feel encouraged to because you have given them permission. #CMWorld

@LisaMasiello

 

@IanCleary You’re right. Those are some great strategies but email overwhelm is an issue, too. We do best on FB and @linkedin. #CMWorld

@SocialGenesis

 

@CMIContent A5: I use @Moz! It is a marketing analytics software used for likes, search and social media. #cmworld

@elizondojessie

 

@csledzik An example of Social Media Optimization – Using Twitter cards so your images get shared to Twitter #cmworld

@IanCleary

 

Great to see you too! @IanCleary πŸ™‚ #cmworld community rocks! Awesome insights! TY! πŸ™‚

@ZenYinger

 

.@CMIContent Nope – one of the best ways is to optimize with adaptive content. As discussed on your post: http://contentmarketinginstitute.com/2014/11/why-content-creators-care-about-adaptive/#comment-1697015969 #cmworld

@idioplatform

 

Beyond Meta… MT @CalamusWorks: Make it easy for people to share content with pre-packaged quotes or short article summaries #cmworld

@csledzik

 

@martinlieberman @SocialGenesis Yes, depends on the #brand, too. We don’t use negatives/fear because of the business we’re in. #CMWorld

@mikemyers614

 

A5 @Optimizely is my fav tool for A/B and multivariate. @BuzzSumo for content development. @screamingfrog for web crawling. #CMWorld

@Beymour

 

Twitter Cards….must read more about this… #cmworld

@tracibrowne

 

@idioplatform touche! πŸ™‚ #CMWorld

@CMIContent

 

@tracibrowne yes traci, next year you’ll be able to sell through twitter using twitter cards #cmworld

@IanCleary

 

@mikemyers614 @martinlieberman It doesn’t work for all brands or industries to use negatives. It can work in some situations. #CMWorld

@SocialGenesis

 

A5. Tools? Optimizely is top of mind. #CMWorld

@carmenhill

 

.@IanCleary Love the Twitter card reference. Best practices in #SM evolve as the platforms do. A smart community manager is key. #CMWorld

@csledzik

 

@CMIContent Optimize your content strategy around reader interests. Understand topics/themes that drive conversion – create more! #cmworld

@idioplatform

 

A5: Has anyone experimented with @SnapApp? Intrigued by their “interactive content”… think there is lots of potential there. #cmworld

@heykarri

 

@Beymour @Optimizely @BuzzSumo @screamingfrog thanks Brandon, I like and use all 3, we should become friends! #cmworld

@IanCleary

 

@digistrategist so important to remember! #CMWorld

@CMIContent

 

Q6: How has your philosophy around conversion changed over the years? Is there anything we should no longer be doing? #CMWorld

 

I don’t think I was disagreeing, @martinlieberman. I was saying that negatives can work in some marketing situations. #CMWorld

@SocialGenesis

 

@heykarri @SnapApp I haven’t but I’m going to after you mentioned it!!! #cmworld

@IanCleary

 

A6: Conversion principles are similar but tools have evolved #CMWorld

@IanCleary

 

Talking about A/B testing, that was my Halloween costume this year: http://authenticstorytelling.net/halloween-costumes-marketers/ #cmworld

@CTrappe

 

A6: Bandit testing solves some flaws in A/B testing. Read this – http://ow.ly/EtLNV #CMWorld

@IanCleary

 

I think we might need one more exclamation point to really get your excitement #CMWorld

@atxcopywriter

 

The tools are so easy now, we have no excuse not to use them and not expensive either! #cmworld

@IanCleary

 

A6 Philosophy has not changed at all…just new and different ways to do and measure #cmworld

@tracibrowne

 

A6: ‘Offline’ conversion (F2F) has finally moved away from high pressure sales and to solving problems. Except in auto sales #yuk. #CMWorld

@mikemyers614

 

Hi All Late to the party A6: Heavy keyword usage #CMWorld

@connieurway

 

@csledzik this tweet warms my heart #CMWorld

@MoninaW

 

@SocialGenesis @NickKellet But if your valuable content doesn’t get seen/shared, you’re missing some steps. #CMWorld

@atxcopywriter

 

@CMIContent A5: personally I dislike pop up boxes that appear when I’m trying to read an article and sales letters are tacky #CMWorld

@CarolFaugh

 

Has anyone used bandit testing as opposed to A/B? Google content experiments supports bandit. #cmworld

@IanCleary

 

That depends- were “Likes/Faves” ever considered more important than click through rates & real engagement? @CMIContent #CMWorld

@BoltWeb

 

@CMIContent @janetgranger @CTrappe That’s funny. #CMWorld

@mikemyers614

 

@CMIContent A6. Sure. Avoid being so obsessed with conversion, we forget about value. Don’t get A/B testing, ‘planning paralysis” #CMWorld

@SocialGenesis

 

@connieurway never late…just glad you could make it! #CMWorld

@CMIContent

 

@mikemyers614 I’m not so sure Mike…someone needs to tell some exhibitors that…still doing/promoting hard sell at trade shows #cmworld

@tracibrowne

 

A6: Conversion is no longer just sheer number of leads but quality of leads #cmworld

@RtMixMktg

 

A4 Our entire philosophy is built around data and insights, which lets us create the most carefully targeted and relevant content #CMworld

@moveo

 

A6: Philosophy is still the same, just new and (hopefully) better ways to get there. #CMWorld

@JeremyBednarski

 

If you start off with a poorly designed product/website then A/B testing is pointless. #cmworld

@IanCleary

 

Most peoples’s valuable content does not get seen. That’s just new order. @atxcopywriter @SocialGenesis RU some steps? #CMWorld

@NickKellet

 

@tracibrowne Noooooooooo! #CMWorld

@mikemyers614

 

@CMIContent We’re big advocates of @Pardot for LPs, A/B testing. Naturallym we use our own to optimize content around interests! πŸ˜‰ #cmworld

@idioplatform

 

@mikemyers614 I think this is true for offline & online. People want to be helped, not sold to, no matter where they are. #CMWorld

@LisaMasiello

 

@RtMixMktg So true. Part of conversion optimization is optimizing the audience/lead quality. #cmworld

@heykarri

 

@CMIContent We’re big fans of @Pardot for LPs, A/B testing. Naturally, we use our software to optimize content around interests! πŸ˜‰ #cmworld

@idioplatform

 

@mikemyers614 I want to scream every time the subject of leads and giveaways comes up #cmworld

@tracibrowne

 

@moveo Right and that’s what critical…carefully targeted and relevant content deployed at the right time to the right places. #CMWorld

@SocialGenesis

 

A6: I used to think about total conversion rate for website traffic now I think about the conversion of key segments #CMworld

@SameVine

 

@idioplatform Would love to hear more about your platform! #cmworld

@IanCleary

 

.@CMIContent A6 Use content interaction/data to gauge where the conversation needs to start (meet people where they are). #CMWorld

@tsledzik

 

A6 We need to stop seeing conversion as a one time event. It spans lifetime duration and value of your customer #CMWorld

@PatrickHayslett

 

A6: I used to think about total conversion rate for website traffic now I think about the conversion of key segments #CMworld

@KDADouglas

 

@SameVine great, if you can break down conversion by segments that is much more valuable. #cmworld

@IanCleary

 

@SocialGenesis @IanCleary @LinkedIn Relate to this. I tend to interact more with brands on Twitter and LinkedIn than email #cmworld

@atxcopywriter

 

Apologies for the $64k word in the last tweet; the “marketing speak”. Couldn’t think of another word to use other than “deployed”. #CMWorld

@SocialGenesis

 

. @atxcopywriter @SocialGenesis Quality does not always rise #false #truth – fifty shades of grey is proof of that. #cmworld

@NickKellet

 

Q7: What tactics do you use for high email conversion rates? Or for increased conversions/signups/sales from webinars? #CMWorld

 

A6 The use of pop-up boxes needs to get more refined. Take into account repeat visits, time on page to avoid SPAM #CMWorld cc: @CarolFaugh

@csledzik

 

@LisaMasiello I think you’re right about what the buyers want, I was talking about the sellers. #CMWorld

@mikemyers614

 

A6 Used to be “make blue button red” whereas now I use a chainsaw instead of a scalpel. BIGGER changes yield BIGGER results #cmworld

@Beymour

 

100% Agree! MT @PatrickHayslett A6 We need to stop seeing conversion as a one time event. It spans lifetime duration & value #cmworld

@vegecomgirl

 

@Beymour thank god it’s not just me! They seem to be so popular these days! #CMWorld

@CarolFaugh

 

@heykarri IMO @SnapApp is a great option, especially if you need consistent production & don’t have in-house creative/dev team. #CMWorld

@carmenhill

 

A7: Provide incentives to potential email subscribers related to specific content #CMWorld http://t.co/7c7g8qNlE8

@IanCleary

 

@tracibrowne “But we have to give something away…” #CMWorld

@mikemyers614

 

@csledzik @CarolFaugh Pippity does a nice job with pop-up settings, frequency…at end of article…etc. #cmworld

@tracibrowne

 

@CMIContent A7. We’re finding that building a strong brand rep and trust leads to those signups/conversions. Don’t be more noise. #CMWorld

@SocialGenesis

 

@csledzik @CarolFaugh And if I close it– please don’t re-open that pop-up as I scroll through your page (esp annoying on mobile). #CMworld

@SFerika

 

@carmenhill Thanks for the feedback, Carmen! I’m looking for a project where they may fit. Any sense of pricing? #cmworld

@heykarri

 

A7. Special offer or discount for webinar attendees only. #cmworld

@LisaMasiello

 

@Beymour Go BIG or go HOME, right? #cmworld

@SocialGenesis

 

@kelcesarz I like the ease & flexibility. The data is robust. In my prior role, I was an avid Omniture user. I miss it. #cmworld

@vegecomgirl

 

A7: @optinmonster popup achieves good conversion rates and allows for a/b testing #CMWorld

@IanCleary

 

@kelcesarz That’s not to say other tools don’t do the same. I just like having everything in one package #cmworld

@vegecomgirl

 

@tracibrowne @csledzik thanks, will check out Pippity. #CMWorld

@CarolFaugh

 

A7 Writing those subject lines: “YOU WON’T BELIEVE WHAT HAPPENS WHEN…” (kidding). Make sure you know WHEN to send em @CMIContent #CMWorld

@BoltWeb

 

@CarolFaugh @tracibrowne @csledzik @optinmonster is better than @pippity IMHO! #cmworld

@IanCleary

 

@CarolFaugh @CMIContent ME TOO! Especially if they block the content and/or it’s hard to find where to close them #cmworld

@atxcopywriter

 

@IanCleary Could you define what that is? #CMWorld

@atxcopywriter

 

A7 Make the email list a valuable thing to be a part of. Exclusive discounts/offers and privileges, for example. #cmworld

@martinlieberman

 

A7. Time-based offers. Exclusives offerings. Promoting NEW features for ease/convenience. Targeted & localized activities #cmworld

@vegecomgirl

 

A6 Another good way to convert w/ email list is not disappear for 2 yrs then send a product launch like you’ve never been gone #CMWorld

@PatrickHayslett

 

@IanCleary @tracibrowne @csledzik @optinmonster @pippity yes optinmonster I saw it on your blog, Ian. They do split testing too #cmworld

@CarolFaugh

 

@mikemyers614 You are absolutely right. It is the successful sales person who is helping and not selling. #CMWorld

@LisaMasiello

 

@atxcopywriter @NickKellet I didn’t suggest skipping steps. It’s important to focus on value 1st bc that gets content shared. #CMWorld

@SocialGenesis

 

@martinlieberman I think we’re on the same page, too. #CMWorld

@SocialGenesis

 

Context = Balancing Paid, Owned, Earned & Social. How many touches before conversion?. Self service changes everything #cmworld

@NickKellet

 

@NickKellet @atxcopywriter That’s because they don’t know how to get it seen after they create it. #CMWorld

@SocialGenesis

 

@PatrickHayslett Ouch, yes! Stay engaged and EARN the right to make an offer once you’ve demonstrated your relevance and value #cmworld

@lindadessau

 

@NickKellet yes Nick, you’re right about self service changing everything (Hi, by the way!) #cmworld

@IanCleary

 

@SFerika @csledzik @CarolFaugh I think @CMIContent and @jaybaer have written quality post on the subject; will have to look up. #CMWorld

@tsledzik

 

@NickKellet Also, at the end of the day, if you don’t “do brand you”, you’re not distinctive enough to make people care. #CMWorld

@SocialGenesis

 

Q8: What examples do you have of companies who convert visitors well? What can we learn from them? #CMWorld

 

@LisaMasiello We can only hope, right? #CMWorld

@mikemyers614

 

@mikemyers614 I’m sensing a marketing slogan here. πŸ˜‰ #cmworld

@martinlieberman

 

@PatrickHayslett “Hey there! Did you miss me?” Those I cannot stand. #cmworld

@vegecomgirl

 

A7: For webinars- create exclusivity and an urgent CTA. Example: “limited seats- reserve yours now!” #cmworld

@CrowdContent

 

@IanCleary Hi X 2 #cmworld – Sure does. More than people know or dare appreciate. #selfservice

@NickKellet

 

@atxcopywriter @IanCleary @LinkedIn Me, too. I do better on social than with email and alternatives like paper.li. #CMWorld

@SocialGenesis

 

@martinlieberman Maybe more than one… #CMWorld

@mikemyers614

 

A8: @Leadpages do a very good job at converting lots of customers on webinars, company is growing rapidly. #cmworld

@IanCleary

 

A7 Identify interests at signup. This way you can target your content and campaigns. Let’s face it: most catch-all emails SUCK #cmworld

@Beymour

 

A7 And of course … Exclusive content for the people who connect with you via email and/or social media. #cmworld

@martinlieberman

 

@IanCleary Would love especially to hear non-marketing company examples #cmworld

@lindadessau

 

Content Marketing World had over 2,500 people at the conference last year, that’s not bad!!! #cmworld

@IanCleary

 

@NickKellet @atxcopywriter That means you have to try again but stick w/quality, @BAudienceDriven. Everything doesn’t always work. #CMWorld

@SocialGenesis

 

@CMIContent A7: consistency and timely but not everyday!! #CMWorld

@CarolFaugh

 

@mikemyers614 Yes. Trying to still sell today on features and price won’t get you very far. #CMWorld

@LisaMasiello

 

. @SocialGenesis Caring is the word that matters. Your brand slots into place once people care. Beating hearts tear down walls! #cmworld

@NickKellet

 

@lindadessau yes, there’s a lot of marketing companies that are good at marketing but may not have the best product! #cmworld

@IanCleary

 

A8: Classic example is Amazon (I just wish they were making $$). Do a great job engaging (with suggestions, etc.) #CMWorld

@mikemyers614

 

A8 so many people abuse that “limited seats” line. #cmworld

@tracibrowne

 

@mikemyers614 I agree Mike, Amazon are constantly testing and optimizing every single day. #cmworld

@IanCleary

 

I think Land’s End is good with their combo catalog/email campaigns, Friends & Family. They got me! #CMWorld

@janetgranger

 

@lindadessau @vegecomgirl Even high value info product sellers like to have a big release, then vanish till they run out of $ #CMWorld

@PatrickHayslett

 

@CMIContent @NickKellet That last part, “Self service changes everything” is the key to understanding today’s marketing.

@SocialGenesis

 

A8: Companies with high conversion rates never assume their assumptions, they test them! #CMWorld http://t.co/o7pZtzByfh

@IanCleary

 

emotion, connection, caring & beliefs . They are the things that trigger action. We don’t want views, we want action. #cmworld

@NickKellet

 

A8 All those get rich quick product people are great at conversions…you may not like them but they are good at what they do #cmworld

@tracibrowne

 

A8: Nearly every time I open an @AppSumo email, I end up buying what’s on offer. Their emails and offers are THAT good. #cmworld

@heykarri

 

@IanCleary Agree! @LeadPages is killin’ it. Concise and effective sales funnel #cmworld

@CrowdContent

 

@heykarri @AppSumo yes, they are fab at converting. They build an email list of over 1 million subscribers. #cmworld

@IanCleary

 

It’s really not about us as marketers, it’s about the audience. Use the right tools/tactics but @BAudienceDriven. That’s win-win. #CMWorld

@SocialGenesis

 

@Beymour But won’t that mean a longer form more people won’t fill out? Maybe still worth it, but a trade off #CMWorld

@atxcopywriter

 

A8: @Zappos_Service nails it #cmworld

@connieurway

 

@IanCleary @AppSumo I’m a pretty jaded marketer, so it’s kind of amazing that they can cut right through that. Power of relevance! #cmworld

@heykarri

 

We’ll spend the last 10 minutes asking @iancleary questions on conversion & optimization. Ask questions now! #CMWorld

 

@tracibrowne That reminds me, I have a great new orange peeler I’d like to talk to you about… #CMWorld

@mikemyers614

 

@martinlieberman this is a great idea, but creating quality #content takes time. Tips to streamline the process? #cmworld

@AshleyMaydak

 

@mikemyers614 @tracibrowne Lol! #cmworld

@SocialGenesis

 

@SocialGenesis: going from A/B testing to A to infinity is the future – its happening now @BAudienceDriven. @IanCleary #CMWorld

@jf1216

 

@jf1216 @SocialGenesis @BAudienceDriven Hey Jeff! #cmworld

@IanCleary

 

@CMIContent Moz does a great job incentivizing visitors to become Pro members. #cmworld

@bxboxer219

 

@CMIContent sports brands do conversion well through high emotion. #CMWorld

@CarolFaugh

 

A8: for me it has to be @hubspot everytime I visit the site I download or sign-up for something #CMWorld

@KDADouglas

 

Automation can be a key component of conversion i.e. @marketo @infusionsoft @ontraport etc #cmworld

@IanCleary

 

@tsledzik @SFerika @csledzik @CMIContent @jaybaer would like to read. Thanks, Todd! #CMWorld

@CarolFaugh

 

Yes, @NickKellet. Be human but do you because people buy you before they buy your stuff. We sell to people, right? #CMWorld

@SocialGenesis

 

@KDADouglas @hubspot yes hubspot are good are finding you and hunting you down! #cmworld

@IanCleary

 

Good point > MT @atxcopywriter @Beymour But that means a longer form people won’t fill out? Maybe still worth it, but a trade off #CMWorld

@mikemyers614

 

@IanCleary:Programmtic buying meets programmatic creative -scaling local http://bit.ly/1Hg0zvi @marketo @infusionsoft @ontraport #cmworld

@jf1216

 

That! @SocialGenesis Yes, @NickKellet. Be human. People buy you before they buy your stuff. We sell to people, right? #CMWorld

@NickKellet

 

@mikemyers614 And I can help you make $10,000 a month peeling oranges, just buy my ecourse…#cmworld

@tracibrowne

 

@IanCleary liked how you took an artistic approach to your tweets early on! #cmworld

@CrowdContent

 

A8: @LinkedIn has also become very good at converting/upselling based on value. #CMWorld

@mikemyers614

 

@KDADouglas Love @HubSpot also @Mozz Tons of great resources! #CMWorld

@AshleyMaydak

 

@CrowdContent thank you!! My wife prepared them for me using @canva #cmworld

@IanCleary

 

Give them hooks. Teach/let them fish. @SocialGenesis Even better people sell to themselves. #cmworld

@NickKellet

 

@eksays: @RtMixMktg A6: Conversion is no longer just sheer number of leads but quality of leads – do sales leaders belive this? #cmworld

@jf1216

 

@SocialGenesis @NickKellet People will always have an easier time connecting to other people than to brands #cmworld

@atxcopywriter

 

Sales is a pledge to offer you value to address your particular business need. Trust & Authenticity are prerequisites #cmworld

@ZenYinger

 

@SueBZimmerman Hey Sue, thanks for joining in! I hope you got home safely. #cmworld

@IanCleary

 

@vegecomgirl Problem w/ time based offers is customers complain they missed it so sellers open it back up. Hard to take literally #CMWorld

@PatrickHayslett

 

@PatrickHayslett @vegecomgirl yes, if it’s a time based offer you need to close it and not re-open! #cmworld

@IanCleary

 

A6. @RtMixMktg KPIs within organisations must be based on quality performance & impact not number of leads, calls etc. #cmworld

@eksays

 

@AshleyMaydak It sure does. Possibly a sneak peek at new content before it’s shared with the general public? #cmworld

@martinlieberman

 

Direction comes from sales leaders in my world MT @jf1216 @eksays A6: quality of leads – do sales leaders belive this? #cmworld

@RtMixMktg

 

@IanCleary @CrowdContent be sure to tell your wife how grateful we are to her! They look great! #CMWorld

@CMIContent

 

? for @IanCleary: What are some solid multi-touch attribution modeling platforms that you’d recommend? #cmworld

@Beymour

 

@mikemyers614 @atxcopywriter @SocialGenesis @NickKellet OH at Content Marketing World: “Nobody wants to tweet to your logo.” #truth #cmworld

@heykarri

 

@RtMixMktg: sales vs. marketing – alignment on goals is key + simple reporting @eksays A6: #cmworld

@jf1216

 

@martinlieberman Good idea, I appreciate the tip #NewAtThis #CMWorld

@AshleyMaydak

 

Brands = people in buildings. People=hearts MT @atxcopywriter @SocialGenesis People will connect with people over brands #cmworld

@NickKellet

 

@PatrickHayslett @vegecomgirl Yeah, they can feel like a con sometimes. Make me roll my eyes when I see them, but I know they work #cmworld

@atxcopywriter

 

Yes, @NickKellet, that! In over 25 years in sales, I find it ALWAYS comes back to this no matter what ‘today’s’ strategies are. #CMWorld

@SocialGenesis

 

@martinlieberman @AshleyMaydak And a focus on fewer, higher quality leads gives you more time to create just for them. #CMWorld

@mikemyers614

 

@RtMixMktg @Beymour interesting question but not an easy answer and it really depends on your budget #cmworld

@IanCleary

 

A6. @jf1216 Hear you, but crucial to acknowledge the fact that carrying a “leader” title doesn’t make you smart & wise. @RtMixMktg #cmworld

@eksays

 

@CMIContent @CrowdContent ha! I’ll tell her. #cmworld

@IanCleary

 

@SocialGenesis Social makes it easier for people to matter more – brands just need to have courage get out of the way – #cmworld

@NickKellet

 

@atxcopywriter @PatrickHayslett As much as some would love to do evergreen, they can’t. The offer needs to be explicit & honest #cmworld

@vegecomgirl

 

In a self-serve economy, the conversion process is at the checkout. Everything else is a dance of attention/ distraction #cmworld

@NickKellet

 

@Beymour what tools do you use Brandon? GA is a starting point but more advanced functionality required. #cmworld

@IanCleary

 

@eksays: A6. True carrying a “leader” title doesn’t make you smart & wise. @RtMixMktg #cmworld

@jf1216

 

@heykarri @mikemyers614 @atxcopywriter @NickKellet We get plenty of tweets to our logos and fewer to my face, @dahnamchandler. #CMWorld

@SocialGenesis

 

@eksays @jf1216 Need to discuss what lead “quality” means and vet the judgement of it. Not always perfectly clear #cmworld

@RtMixMktg

 

@atxcopywriter @PatrickHayslett There are cons out there. Some they don’t offer even the “first-time” deals. Lose value quick #cmworld

@vegecomgirl

 

@jf1216 @RtMixMktg There’s no sales vs. marketing but sales & marketing. Integration & collaboration = key. #cmworld

@eksays

 

@heykarri @mikemyers614 @atxcopywriter @NickKellet That’s the truth and it has been for all the time we’ve been on Twitter. #CMWorld

@SocialGenesis

 

@RtMixMktg: @eksays Yes, defining is key what lead “quality” means and vet the judgement of it. Not always perfectly clear #cmworld

@jf1216

 

So true! You can influence minds but you can only WIN hearts! πŸ™‚ @NickKellet @atxcopywriter @SocialGenesis @IanCleary @CMIContent #cmworld

@ZenYinger

 

@NickKellet very well said πŸ™‚ #cmworld

@AshleyMaydak

 

Thanks to @iancleary for joining us on our #CMWorld chat today! A great topic for us all to help with our #contentmarketing!

@CMIContent

 

@AshleyMaydak @NickKellet Nick is a good man with words (and actions!) #cmworld

@IanCleary

 

@CarolFaugh @tsledzik @SFerika @csledzik we mention the pop-up here. Hope this helps! – http://contentmarketinginstitute.com/2013/03/epic-content-marketing-plan-driving-subscriptions/ #CMWorld

@CMIContent

 

@SocialGenesis @dahnamchandler I think the point is that you should make it clear who’s behind the logo, which you do very well! #cmworld

@heykarri

 

@eksays: @RtMixMktg what orgs can you point to where this is true? no sales vs. marketing but sales & marketing. #cmworld

@jf1216

 

@NickKellet Right. It’s important for brands to be less worried about metrics than people. #CMWorld

@SocialGenesis

 

Great #cmworld chat today. Thank you Ian! @IanCleary

@LisaMasiello

 

@jf1216 @RtMixMktg Good point made well, thank you! #cmworld

@eksays

 

@CMIContent delighted to be here, thank you everyone for such wonderful interaction. It was so enjoyable. #cmworld

@IanCleary

 

@CMIContent @tsledzik @SFerika @csledzik thank you! #CMWorld

@CarolFaugh

 

Find more info on @iancleary and @razorsocial at http://razorsocial.com/ #CMWorld

@CMIContent

 

Great chat today. Sorry I couldn’t participate as much as I would have liked! Great insights @IanCleary & @PatrickHayslett #cmworld

@vegecomgirl

 

Join us every Tue for #CMWorld Twitter chats! Next wk @amywhiggins talks repurposing & reusing content! http://t.co/d3x97ByhUTtwitter-chats

@CMIContent

 

@mikemyers614 that’s great to keep in mind too, thanks Mike! #cmworld

@AshleyMaydak

 

@LisaMasiello happy to have you join us Lisa! #CMWorld

@CMIContent

 

@CMIContent @IanCleary Thank you both. Great chat, as always. #CMWorld

@mikemyers614

 

I like that @NickKellet, the operative word is ‘courage’ a lot of brands still scared of the transparency social demands #CMWorld

@KDADouglas

 

@mikemyers614 @CMIContent thank you Mike! #cmworld

@IanCleary

 

Now, @NickKellet we’re not saying don’t worry about metrics; gotta measure ROI. Focus on people and metrics are more positive. #CMWorld

@SocialGenesis

 

Thank for the conversation everyone…glad to have made it back this week @cmicontent @iancleary #cmworld

@tracibrowne

 

@vegecomgirl @IanCleary Pleasure chatting with you! #CMWorld

@PatrickHayslett

 

Thanks, @IanCleary – you’ve always got such great info and recommendations to share! Pleasure to see you. #cmworld

@heykarri

 

@vegecomgirl always a pleasure to have you chat! #CMWorld

@CMIContent

 

@PatrickHayslett @IanCleary Likewise! #cmworld

@vegecomgirl

 

This was fun! TY! I have been fav’ing links and tweets to revisit. Wish we can do this again sometime! :)@IanCleary @CMIContent #cmworld

@ZenYinger

 

@vegecomgirl @PatrickHayslett thank you Carmella #cmworld

@IanCleary

 

As always, great #cmworld chat @CMIContent! Thanks for guest hosting @IanCleary. See ya next week πŸ™‚

@CrowdContent

 

@CMIContent Always a pleasure to chat with you! You guys are awesome. I am always learning #cmworld

@vegecomgirl

 

@mikemyers614 @IanCleary and always good to have your input! #CMWorld

@CMIContent

 

@CMIContent @IanCleary Lots of favorited tweets today! #cmworld

@atxcopywriter

 

Thanks @CMIContent and @IanCleary! Great hour of useful info! #CMWorld

@JeremyBednarski

 

@KDADouglas Tiz true #cmworld #lurkerchat

@NickKellet

 

@CrowdContent @CMIContent thanks so much! #cmworld

@IanCleary

 

#CMWorld is always fast but today was a different level, must be the appearance of social celebrities @iancleary @NickKellett – great chat!

@KDADouglas

 

@IanCleary @PatrickHayslett You’re welcome #cmworld

@vegecomgirl

 

@JeremyBednarski @CMIContent thank you Jeremy, great to have you on the chat. #cmworld

@IanCleary

 

@tracibrowne we’re so glad too! #CMWorld

@CMIContent

 

@IanCleary @CMIContent My pleasure. Thank you for the insights! #CMWorld

@mikemyers614

 

Will we see you in 2015? Register for #intelcontent (http://t.co/wnfJdDgcu2) and #CMWorld (http://t.co/LXOLIYBwtg) today!

@CMIContent

 

@KDADouglas @nickkellet Yup. People want to buy from people they know, like and trust. If they can’t get to know you … You lose. #cmworld

@martinlieberman

 

Thanks #CMWorld. Come join me the first live #lurkerchat

@NickKellet

 

@KDADouglas @iancleary @NickKellett ha very good! Yes, I thought it was fast also! #cmworld

@IanCleary

 

@janetgranger wouldn’t have been great without you! Have a good day! #CMWorld

@CMIContent

 

@jf1216 @eksays Great discussion in previous CMWorld chat – Sales & Marketing getting along -> http://ow.ly/EtXn2 #cmworld

@RtMixMktg

 

But, we do branding, @heykarri and people are obsessed with their logos! Lol! #CMWorld

@SocialGenesis

 

@ZenYinger there’s always tons of fun here on Tuesdays! #CMWorld

@CMIContent

 

Have a great afternoon, everyone! #CMWorld

@SocialGenesis

 

Thanks for the chat! #cmworld

@moveo

 

@CrowdContent always grateful to you for your insights! #CMWorld

@CMIContent

 

@NickKellet @KDADouglas True! Convincing “high-ups” that their way of marketing is obsolete can be very difficult #CMWorld

@AshleyMaydak

 

This is @jf1216 @RtMixMktg a common sense fact that many yet to realise. According to @Capgemini 90% of biz lack digital skills. #cmworld

@eksays

 

Thanks for the chat; it was fun, fast-paced and interesting as usual! #cmworld

@SocialGenesis

 

@atxcopywriter and for that, we give you a *star* πŸ™‚ #CMWorld

@CMIContent

 

@SocialGenesis thank you for joining in, I really appreciate it. #cmworld

@IanCleary

 

@CMIContent @IanCleary Thank you! #cmworld

@RtMixMktg

 

@CMIContent @tracibrowne (<– What she said) #CMWorld

@mikemyers614

 

@RtMixMktg @CMIContent thank you Tom, great to have you as part of the chat. #cmworld

@IanCleary

 

Thanks for the chat! Have a great day everyone! #cmworld

@AshleyMaydak

 

@JeremyBednarski enjoy your afternoon, Jeremy! #CMWorld

@CMIContent

 

@AshleyMaydak you too Ashley, thanks for joining in! #cmworld

@IanCleary

 

@KDADouglas @iancleary @NickKellett so so true! We’re lucky to have them with us! #CMWorld

@CMIContent

 

You’re welcome, @IanCleary Glad to be here! Thanks for hosting this, @CMIContent. It’s actually a nice break in my week! ~Dahna #cmworld

@SocialGenesis

 

Interesting.. MT @eksays This is @jf1216 According to @Capgemini 90% of biz lack digital skills. #cmworld

@RtMixMktg

 

@SocialGenesis you too! #CMWorld

@CMIContent

 

@moveo thanks for sharing the last hour with us! #CMWorld

@CMIContent

 

@RtMixMktg always great having you with us! #CMWorld

@CMIContent

 

Indeed @CMIContent – meant @NickKellet not @ NickKellett oops πŸ™‚ #CMWorld

@KDADouglas

 

As always, great info & insight from @IanCleary πŸ™‚ Tks for participating on the #CMWorld Twitter chat! Now get some sleep! πŸ™‚

@pamelamuldoon

 

#FUN is most imp. element of a great chat – @CMIContent πŸ˜‰ otherwise what’s the point of a dull, theoretical hr of info download #cmworld

@ZenYinger

 

@KanbanSolutions I agree. I don’t know much about the tech myself, but hope someone steps up to teach us about it #cmworld

@atxcopywriter

 

@pamelamuldoon thank you Pamela, I’ve to do a webinar next so maybe after that!! #cmworld

@IanCleary

 

@RNRobinson thanks for the kind words! Our community makes them so fantastic! #CMWorld

@CMIContent

 

@ZenYinger couldn’t agree more! #CMWorld

@CMIContent

 

Imperfect is sexy:) ! @KDADouglas @CMIContent Indeed @CMIContent – meant @NickKellet not @ NickKellett oops πŸ™‚ #CMWorld

@NickKellet

 

β€œ@RtMixMktg cold calling still happens – a lot- surprised? @eksays @Capgemini 90% of biz lack digital skills. #cmworld”

@jf1216

 

@IanCleary You are an animal, Ian! If anyone can do it and do it well, it’s you. #CMWorld *sweet dreams*

@pamelamuldoon

 

@pamelamuldoon thank you so much Pamela! #cmworld

@IanCleary

 

@iancleary thanks for today’s #CMWorld Twitter chat on conversion. I was a passive observer but I’ll speak up next week. #contentmarketing

@talithaparker

 

@talithaparker we look forward to it! #CMWorld

@CMIContent



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