Christina Boyle on KODAK HIRES LAW FIRM FOR RESTRUCTURING ADVICE, IS THE END NEAR FOR THIS 131-YEAR OLD COMPANY, OR IS BANKRUPTCY NEXT? If you are the founder of a new startup or an existing business it's highly recommended that you develop a roadmap that will get you from where you are today to where you want to be tomorrow, six months from now, or a year or longer down the road. A marketing plan should be a formal written document, not recalled from memory or something scribbled on a napkin. Segmentation, Targeting and Positioning - This three stage process involves analysing which distinct customer groups exist and which segment the product best suits before implementing the communications strategy tailored for the chosen target group. SOSTAC® - This acronym stands for Situation, Objectives, Strategy, Tactics, Actions and Control and is a very popular classic marketing planning framework for creating marketing plans.
Ansoff's Growth Strategy Matrix - Ansoff’s Growth Strategy Matrix identifies alternative growth strategies by looking at present and potential products in current and future markets. For my money, the SOSTAC® marketing planning model is the model I use the most when developing marketing plans. SOSTAC® is a marketing planning model, originally developed in the 1990s to help with marketing planning by PR Smith, who together with Dave Chaffey co-authored Emarketing Excellence. You can see it gives a logical order for tackling your plan (with iterations) and a great way to summarise the main elements of each.
SOSTAC® has become very popular since it’s simple, easy to remember and covers all the main issues which you need in a marketing plan or business plan. Here are some tips on how to use SOSTAC® based on Chaffey's experience applying the model in companies and in academia. Use SOSTAC® to review your process - Before looking at how you apply SOSTAC® at each step to create a marketing plan, use it to review your planning process and how you manage your marketing. Integrate the different elements of your SWOT Analysis -  Oftentimes in a plan or report there isn’t good flow relating sections.
Where Are You Today - You must know where you are today in order to develop a roadmap to where you want to be in the future. Know Your Strengths and Weaknesses - Take an inventory of your individual and management teams strengths and weaknesses.
Organizations - Describe them by number of employees, sales, geographic location, and industry.
SWOT Analysis - Identify your competitive strengths and weaknesses, business opportunities and potential threats. Management Team - List the key members of your present management team and very brief description of their business and industry experience and education.
Milestones Accomplished - Elaborate on significant milestones that have accomplished to date. Your marketing strategies answer the big question:  HOW do you get from where you are today to where you want to be tomorrow? Core Marketing Message - Your core marketing message is a short description of your business, products and services, employees, core values, business philosophy, mission and value proposition you bring to the customer relationship. Define Your Brand - Your brand isn’t just your corporate identity like your logo, tag line, motto or its visual associations such as unique design, colors or packaging, but the relationship you have with your customers. Pricing Model - Describe the methodology you will use to set prices for your products and services. Distribution Strategy - Describe the distribution channels you will utilize to get your product or service to your target market (e.g. Advertising and Promotions Strategy - Determine what media channels you will use to market and promote your products and services to your target market (e.g. Public Relations Strategy - Describe the methods you will utilize to inform, communicate and educate your public (e.g. Strategic Alliances - Describe the nature and type of third-party alliances you anticipated will be needed in order to compete effectively in the marketplace. Word-of-Mouth -  Describe how and the methods you will utilize to create word-of-mouth. Start now to learn the step-by-step SEO strategies used by today’s best marketers, list building tactics of the pros, Social Media blueprints and customer conversion designs from internationally renowned experts. The latest tools, tips, strategies, step-by-step guides and how-to blueprints from digital, social and content marketing experts!
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Targeted Updates allwos companies to interact with their follower base by sending them targeted relevant messages, Follower Stats provides detailed stats about their followers, as well as engagement metrics such as comments, follower counts, shares and demographic info related to these data points. Recently LinkedIn launched a Follow button for companies, which like Facebook and Twitter, enables users to follow companies they are interested in for updates. We expect LinkedIn’s engagement rates to increase in the next few years, which when combined with the expected visitor growth should lead to much higher revenue from marketing and ads.
Marketing and Ads currently account for around 30% of LinkedIn’s total $38 value estimate, which stands far below its current market price. In a new report released today, five email marketing solutions have won top honors in G2 Crowd’s Winter 2015 rankings of the top email marketing tools.
The Grid, which is created from G2 Crowd’s software review engine, ranks products based on customer satisfaction reported by users as well as vendor market presence determined from social and public data. Some of the solutions rated might be considered part of the marketing automation category rather than pure email marketing tools. In the mid-market sector, MailChimp, Salesforce Marketing Cloud, and Constant Contact lead the way.
For enterprise customers, Salesforce Marketing Cloud and Oracle Responsys take the top spots.
I wondered why Constant Contact had such a large variance in satisfaction scores when viewed by company size — the only tool that sways across the satisfaction quadrants based on company categories.
Responsys designs, deploys, and analyzes online marketing for its clients, including Carlson Hotels Worldwide and Lands' End, to improve return on customer relationships.
Track Oracle Responsys Cloud Marketing Solutions's Landscape to stay on top of the industry.
Owned by Vocus, iContact is a purpose-driven company that makes email marketing and social media marketing easy, so that small and midsized companies and causes can grow and succeed. You know what a blog is, of course, but did you know is one of the most powerful inbound marketing tools?
While we prefer the Hubspot blog platform when budget allows, but we also are big fans of the WordPress blog platform. We chose TweetDeck over other social media management tools because, well, because it’s awesome.
EverNote is the perfect curator for the unexpected ideas that pop up when out to lunch or getting ready for bed.


This tool isn’t directly used for marketing per say but it is a vital tool for keeping marketing on track, especially so for those with full schedules. You know why GoogleDrive and similar services are so great- all your digital files safe, secure and in your pocket.
Like I said, these tools are not just for us professionals; nearly anyone that can operate a computer can utilize these tools and take their marketing (and sales) to a whole new level. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing.
Use our hub pages as a reference to get up-to-speed on all the main digital marketing techniques. We think Online PR is one of the most cost-effective marketing approaches for all types of business. To be successful with online PR we suggest you review the range of options that are available for getting your name out on to other websites.
The Radar works by reviewing your main potential influencers within each spoke of the wheel. Online PR can be a great, low-cost technique for making more people aware of your brand or website, but it requires a lot of hard-work - there are no short corners. Immediate Future blog - We've known Katy Howell of Immediate Future for 5+ years and she is very knowledgeable on this topic. These are the related techniques which we recommend as important for managing Online PR effectively. Yes, occasionally you might get the odd castaways and adventurers who mysteriously find this amazing paradise and make it their home; however, the thousands of tourists you were hoping for are nowhere to be seen. If you have had trouble in the past getting people to read your stuff, you would want to put everything down, turn off your phone, close Facebook, YouTube and Twitter tabs and pay close attention to what I will be sharing with you – I guarantee, you won’t be disappointed.
The first group of tools we will look at are the most important and form the bedrock of your promo strategy. I consider social media to be the last frontier in online marketing and with multiple platforms where you can promote your content like Facebook, Twitter, Google+, Pinterest and others, it can be a pain to manage not only your personal accounts, but also brand accounts. If you are looking to build a wonderful community around your blog, this is one tool you definitely should have.
Contrary to what many people believe, guest posting is not dead – for SEO it might be, but for branding and driving traffic it still works. If you are looking for a way to get opinions and capture reactions of your audience in real time, Storify is probably one of the best ways to do it.
This tool will allow you to combine your content with other relevant content on the web to create high quality work that will engage your audience in a fresh and dynamic way. Other than just creating and promoting content, you will need tools that will help you put everything together. In order to have an effective content promotion campaign, you need to keep track of things. For bloggers who have a team of writers who usually contribute to their blog and are looking for an easy way to manage all the tasks that include content creation and promotion, this tool will help them. Not too many people consider Google+ a great way to reach out to new markets or get traffic, however, in my opinion it remains a gold mine for any serious content marketer.
Pro tip: Because of Google Search Plus Your World, get into as many Google+ circles as you can because this will give the content that you share on Google+ better chances to show up in influencer SERPs. Followerwonk is a powerful tool that will help you connect with people in a specific niche on Twitter. This is definitely one of the most important tools every marketer should have in his blogging arsenal. For those who outsource writing and would like to know that the work they are paying for is 100% unique, you should consider getting this tool.
In the blogosphere today, infographics are all the rage and to be honest, I kind of like them too. There you have it, the 20 tools I personally believe every content marketer should have in 2013. Jason James is a digital marketer and serial entrepreneur working out of the beautiful city of San Francisco.
SOSTAC is more comprehensive and borrows elements of several of the other popular marketing planning models. The four growth strategies include: market penetration, market development, product development and diversification.
Include major new customers, revenues, no of unique visitors, downloads, new patents, major personnel additions and awards. Will you be using inside sales personnel, inbound or outbound sales personnel, outside sales personnel, manufacturer's representatives, independent salespeople or network marketing personnel. With these new features as well as the following feature, LinkedIn is going to boost engagement on its platform and generate additional revenue from its marketing and advertising offerings. LinkedIn competes with Facebook and Google in the online advertising space and Monster in online job search. I help companies with their marketing efforts, focusing on ROI using some of the most advanced tools and advanced techniques.
In this year’s report, G2 Crowd has been able to create three separate Grids to show how various email marketing tools perform when mapped to the size of company using them, which produced some interesting results.
On further investigation, it would appear that the number of reviews it has gleaned from customers outside of the mid-market segment may have caused the dramatic shift.
Outside of those two tools, all others require negligible setup, a fact that no doubt aids their usage and popularity. The marketing industry is constantly changing and evolving and technology is what keeps us on top of it all. Tweetdeck is the best solution for posting Tweets or other social media posts through one platform without having to log in and out of every website and seeing your feeds in a central spot. Eventually we have plans to integrate Salesforce into our sales strategy, but at the moment do not use CRM software. With the desktop and mobile apps I can always access my marketing files; blogs, buyer personas, and content calendars, from anywhere, at any time with out any hassle. Sure there are similar all-in-one products out there but we did our homework, Hubspot is the best. They will help you quickly understand how to make the most of the technique through definitions and recommendations on our member resources and blog articles covering strategy, best practices and the latest statistics. But it's difficult to get right since it is often managed by different people and there's the overlap with SEO and social media marketing. Before we go ahead and start believing that our content actually sucks, it’s worth taking a second look to really figure out what the problem is. Blogs are like this wonderful exotic island in the middle of the ocean that offers all the peace and tranquility anyone could ever wish for, however, the majority of burned out people who really are looking for this peace and quiet can’t reach it.
In fact, it’s shocking, but not all the pro bloggers you see out their can really write epic content. These are a few of the content marketing promotion tools I think every marketer should have and use. Disqus will help you improve discussions on your blog by allowing you and other readers to up-vote and down-vote comments, thread comment discussions and know who the recurring top commenters on your blog are. This tool allows you to reach new audiences and build your brand by guest posting on other blogs in your niche. With Trap!t, you can create some of the most captivating content on any topic and publish it to email, social networks and applications in real-time or as scheduled updates by using the sleek, simple interface.
The bad news is that not everybody has the genius spark within them to create such content. The next set of tools will deal with the management and monitoring aspect of your content promotion.
If you are looking to keep track of interesting content for future blog posts, you need to check out this tool. Consider this; Google+ is now the second largest social network site in terms of active users after Facebook. Buzzstream will allow you to promote your products, service and content on the internet by helping you create buzz around your content and build links to them at the same time.
With a number of categories and sub categories to choose from such as “health bloggers”, “sports bloggers” etc, this tool will help you search and find similar bloggers you would like to reach out to within your niche.


Contently will not only help you with your content creation, they will go one step further and identify the best promotion strategy for your business or brand. This is one of the most accurate ways to check for plagiarism online and the best part about it is that it’s free to use! However, like most people, I assumed they cost hundreds of dollars to create so I was totally shocked when I found out that you could create your own infographics for FREE! I had never come across Plagtacker or Grammarly before but I will definitely be using them a lot now! Don't think in terms of what other organizations or individuals have done, but how you are going to get it done. But first create your marketing strategy items that will generate leads, build awareness and enhance credibility.
The inbound marketing industry spends the greatest amount of their social media time on Twitter.
Social Inbox, by contrast, allows you to create feeds based on topics and see how your current prospects, leads and customers are making conversation about those topics.
We do strongly encourage the use of Salesforce for any business with a team of salespeople that has a sizeable list of prospects to monitor throughout the funnel. Wrike fits great with our workflow and keeps our projects on task, no missed deadlines here (well, a few but I cant blame Wrike).
Well, they can write, however, what they really excel at is getting their content delivered to the right people – the people that really need it.
With numerous features that will help you sort your data and switch between accounts, it is one of the tools you must have in your content marketing arsenal.
This tool allows you to add an optin box to your email list at the bottom of every blog post.
You can now make your images interactive by adding text, video and music popups to create a compelling story that will leave your audience captivated! Diigo allows you to highlight and keep interesting content stored in a central place for easy referral later on. What this tool will do for you is aggregate content generated on the web and display it for you in a single stream of information. Many more people are turning to this social networking site to get themselves heard and you should too.
Followerwonk will help you find the right followers, sort them into different subcategories and analyze them to help you create compelling campaigns that will allow you to get your message across effectively. The link marker feature will help you filter through any blog to find contact and other helpful information that you might need to create effective campaigns. If you are more of a results oriented person and don’t like the hustle of writing, promoting and analyzing your stats, there are a few tools and services you can consider.
Now, you can check to see if the content you receive from your writers is grammatically correct. Infogr.am will allow you to create visually appealing and highly engaging infographics on any topic. No one wants to lose credibility because they used the wrong version of their, there and they’re. I lost my stage fright and gained my confidence at a young age - I love to sing and was granted the opportunity to star in four San Francisco Operas. Perhaps you’re not so good at setting SMART objectives, or developing strategies to support them or the control stage of assessing how effective your strategies and tactics are and adjusting them? A blog is the more efficient way to add new pages to your website, which is what allows search engines to come back, index your pages regularly and ultimately gets you more organic traffic.
It’s a great way for marketing and sales to communicate and for executives to monitor sales activities.
As soon as you open either device, it will sync and update your notes so that you always have access to your latest information. It’s straightforward and tremendously easy to use, I even use it for maintaining personal projects. Hubspot offers robust alternates or integrations for all the marketing specific tools listed. Studies have shown that the sidebar optin box is mostly ignored and by placing your box at the end of every post, you stand a higher chance of having people subscribe to your list. If that’s not enough, you can tag, comment and share your images with your friends as this tool allows you to create a channel with all your images. InboxQ will help you find questions people are asking on Twitter based on the keywords you have used to create a campaign. With 343 million active users, it could prove to be a valuable market and source of traffic for you. Contently and its partner sites also offer tons of free information that you can use to build your business. Grammarly will allow to check over 250 points of grammar and correct up to 10 times as many mistakes than the most popular word processors.
It’s easy to use and understand so you should have your infographic up very quickly provided you have all your information gathered.
Though content creation we have the power to engage our visitors and ultimately make them into interested leads by offering solutions to their problems. It’s a set of tools that gets the whole company on the right track to increasing sales as a united team by effortlessly automating the nurturing of a potential lead through the sales funnel and turns them into a happy, buying customer. The ability to constantly have a virtual notepad like this is so important for marketers who have to keep up-to-date on the changing landscape of marketing, and best of all, Evernote can be used on any device, Apple, Windows, and Android. While some see it as merely a marketing analytics tool, we know there’s a little more to it than that. You are already using technology everyday, incorporate these inbound tools and tactics and make marketing for your business a little easier and more effective. This is definitely one of the good tools out there to help increase engagement on your blog. All you have to do is join the community (which is free by the way) and search for bloggers who are looking for content, write it and wait for the traffic to start streaming in. Whenever people type in questions with any of your keywords, you will receive an update and if it is something you know your audience will like, you can brainstorm killer topics on it and create content based on the questions. Its innovative features allow you to know the strength of your brand in social media circles i.e. Spend less time proofreading and more time doing what matters most – promoting your content.
In our tech savvy world, most anyone can seamlessly integrate these inbound marketing tech tools and tactics into their business’ marketing strategy. While I’ve always loved Evernote, Hubspot wrote this amazing blog about using Evernote to be productive even during a coffee break and it made me love it even more. Tools that assist in better keyword cultivating and effective email marketing, shortening of your sales cycle with lead nurturing, as well as, workflow generation and ‘smart’ landing page builders. Do some research, try a few different options find the tools that make marketing easier for you. This is definitely a cool tool to have especially with the unpredictability of the dreaded writer’s block looming around. Let’s take a look at some of the industry tools in the Inbound Marketer’s toolbox that are crucial to the implementation of an inbound strategy. The Hubspot Content Optimization System provides dynamic content based on a visitor’s relationship with your company. Optin skin really provides a great way to capture leads that you can later promote your content to. The tools are truly amazing and a complete game changer when it comes to executing your inbound efficiently.



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