Popular Articles on Business 2 Community

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• Responsive Design vs. Adaptive Delivery: Which is Right for Your Marketing Strategy?
• The Future of Sales: 5 Predictions from LinkedIn’s SVP of Sales, Mike Gamson
• The Habits Of Successful Social Sales People: Relationships Rule Everything
• 3 Keys To Successful Social Media Marketing
• 5 Tips for More Attractive Marketing Materials
• Pinterest Consultant Reveals 11 Astounding New Pinterest Facts

Responsive Design vs. Adaptive Delivery: Which is Right for Your Marketing Strategy? Posted: 18 Feb 2014 09:14 PM PST There has been a pretty aggressive sales curve away from the PC and towards mobile devices. 2012 marked the year that PC sales were projected to be lower than the previous calendar year and tablet sales are expected to exceed 100 million this year. While the growth of the mobile web isn't news today, the technology behind making it look and function just like a PC is. The number of mobile device operating systems, browsers, and sizes continues to grow which increasingly complicates web developers and marketers jobs. Traditional HTML and CSS is not built to respond to different device sizes making for a bad user experience when part of the site is cut off. Enter responsive design and adaptive delivery. These technologies allow marketers and developers to create amazing user experiences across any device they may be using. What is Responsive Design? Responsive design is the practice of designing and developing a website that is flexible depending on the user's environment and behavior such as platform, screen size, and orientation (landscape or portrait). Before responsive techniques were applied to web design, separate versions of the same website would need to be created based on each device that needed to be supported. That meant if you wanted to support the Blackberry, iPhone, and iPad then three separate code bases for that website would need to be developed to support those devices. Media queries, fluid layouts and scripts that automatically reformat a webpage based on the user's device are the cornerstones of responsive designs. This is most evident on image rich sites and sites with multiple columns. Shopify sites, such as DingBikes.com, are a good example of being mobile ready by using responsive design. Other great responsive design examples include: Mashable.com MyICCF.com What is Adaptive Delivery? Adaptive delivery uses different sets of HTML and CSS code to display versions of a website based on the user's device as well as their intent. You may want to add or remove functionality or even focus on particular conversion funnels based on the device that is being used. The server hosting the website detects the device being used and displays the code base associated with the device for that website. This is especially helpful when your website is a direct revenue source. For example, Lufthansa is a German airline who uses adaptive delivery to present only pertinent information to mobile users navigating to their site. A mobile user coming to Lufthansa.com is most likely looking at flight statuses, checking in or looking up their itinerary. Lufthansa.com's mobile version of the site focuses on these key areas for mobile users unlike responsive design which will show the same site version but arrange the content to fit the mobile device being used. Examples: Lufthansa.com Which is the Right Approach for Your Marketing Strategy? The easy answer is both. For most organizations using responsive design alongside adaptive delivery allows content heavy portions of the site to shine no matter the device being used to consume that content while utilizing adaptive delivery for high intent portions of the site focusing users on what they need most. To choose which approach to use for your digital property and campaigns you need to ask yourself how the site can best support users and your business objectives (hopefully they go hand in hand). For content heavy sites without a big difference in user intent between desktop and mobile users, responsive design is the straightest line to your end goal. For e-commerce focused sites where the user intent is very high, adaptive delivery may be your best bet. These types of sites must delivery an easy mobile user experience by shortening the conversion funnel and load time on the site. Adaptive delivery is able to accomplish both of these goals. Don't sell yourself, and more importantly your customers, short when it comes to which technology to use on your site design and marketing strategy. Think about your customers intent when they come to your site and how it differs on a desktop and mobile device and delivery the experience that keeps them coming back. Image via Shutterstock

The Future of Sales: 5 Predictions from LinkedIn’s SVP of Sales, Mike Gamson Posted: 18 Feb 2014 10:34 AM PST When Mike Gamson was initially courted by an old colleague and asked to join the budding team at LinkedIn he declined the offer. A few months later he was persuaded to make the flight from Chicago to Silicon Valley and there began his long-term, long-distance relationship with the professional networking market leader, LinkedIn. Currently Mike Gamson serves as the SVP of Sales at LinkedIn and as an advisor to Base. At a Forecast fireside chat in Chicago, Gamson and Base CEO, Uzi Shmilovici, talked about the sales landscape and which skills sales representatives must cultivate and the sort of talent sales teams must secure. We've broken it down to 5 of Gamson's most memorable insights on the future of sales. 1. Enterprise sales won't thrive if it looks the way it did a decade ago. Team-building must emphasize nurturing intellectual curiosity and business savvy. It is not enough to accept "the inevitable" churn and burn approach to sales teams. Instead successful sales teams will thrive on their sales reps' business acumen and managers will seek to inspire that hunger. Sales jobs shouldn't be reserved for those that lacked the skills to fit in other departments, instead the team must be populated by smart, ambitious individuals who will constantly evolve with the needs of the market and the organization. 2. Be like Batman, not a beat cop. Both Batman and beat cops are in the crime fighting business, but the way they do business couldn't be any more different. Sales teams should take their cues from Batman – not beat cops. Beat cops patrol territory hoping they'll run into trouble while they are on duty. Batman stays cooly and continuously connected to the crime-fighting network and responds when trouble arises. Similarly sales reps should keep their eye on the market and approach their contacts when they have a meaningful solution, not because they are calling down a sales sheet. 3. Network-aware territory management. Like responds to like and we've all been on the opposite side of the table from someone who just plain doesn't get/understand/prefer us. Future territory management will be organized around a sales reps likelihood to connect with their contact. The data available through social networks informs what LinkedIn calls, social proximity and social proximity can be understood as way to gauge interest and network overlap. Social proximity helps sales managers optimize the people they have against the opportunity they want to pursue. Future sales assignments will be decided based on most shared common ground. That way we'll end up with fewer sales lost to mismatched personalities and deeper sales relationship based on shared perspectives. 4. The office fits in your pocket. While it is true that sales reps can spend more time in the home office using technologies like video conferencing, it's also true that face-to-face meetings will always be a part of the sales landscape. As such, mobile tools will continue to grow in importance and maturation. The ability to discern the signal from the noise will be a key asset for sales reps. Not only do reps need to be able to accurately asses the information their contacts and contacts' companies share, they'll also need to keep their eye on trends and business developments. Sales reps who understand and embrace technology will be central to a company's success. 5. Social profiles shape talking points. Since the advent of social media as a business tool, sales reps have been lifting cues from people's online profiles to smooth out sales conversations. But social integration into CRM and calendars will make this information even more accessible and usable. The future of CRM looks like a calendar reminder with a social profile link and a seamless transition from hello, to small talk to the dotted line. Gamson illustrates each of these points and explains why he can thank Sheryl Sandberg for his job in this video from The Forecast Club. Check out Gamson and Shmilovici and get to know a little bit more about why Base is the answer for  future-focused sales teams. We’re hitting the road. Forecast is coming to your city, giving you exclusive access to forward thinking sales leaders and engaging speakers. Spend an evening networking with the top sales leaders and learn how you can shape the future of sales. This article originally appeared on the Base blog.

The Habits Of Successful Social Sales People: Relationships Rule Everything Posted: 18 Feb 2014 07:47 AM PST For many companies social selling is still relatively new. It's definitely picking up speed in the industry but some would argue that it's not yet in full swing. We're aiming to make social selling real for everyone. As more and more professionals get their feet wet in social selling they're finding themselves in seemingly uncharted waters. On the surface it seems pretty straightforward, simple even. So why are many successful sales professionals struggling to find their sweet spot in social selling? The answer lies in the habitual attention they pay to relationships. The most successful social sales pros know that relationships are the key to success. Even more, it's the relationship that matters most in the sales process and growth of their organization. Here is a list of relationship habits that will help anyone strengthen and establish a successful social selling strategy: 1. Talk Less, Listen More You're probably familiar with the power of talking less and listening more in your own personal relationships. This tactic is just as powerful in sales. It's the moments when we quiet our need to pitch and truly listen to our customers that we are able to make meaningful connections. These connections improve client experiences and strengthen client retention, increase referrals, and boost satisfaction. 2. Transparent & Blunt Honesty This can be a challenging trait to develop, but it's effective. Being able to stand your ground and own issues in the face of clients and colleagues demonstrates a sense of confidence and credibility that is easy to respect. Successful sales people who've honed this trait – and welcome the same from their clients – are better positioned to develop transparent and open relationships where both parties are comfortable sharing and discussing anything. 3. Less Small Chat – More Meaningful Discussions Relationships between sales pros and clients that are rooted in mutual understanding and meaningful experiences are longer lasting and more profitable. Full stop. The best sales people don't talk about the weather with their clients. Instead, they talk about what they can do to help them or what they can do to solve a problem. Even if the discussion is not about work, it's always about something that the other side actually cares about. 4. They Get Excited About Finding A Solution Successful sales people are rarely bored. They seek out new opportunities to help their clients achieve goals and solve problems. They focus less on status quo and more on finding answers to pains and solutions to challenges. 5. Always Taking A Proactive Approach There's no downtime for successful social sales professionals. Like all relationships, these people understand that a client relationship takes work. Rather than playing a reactive role, they anticipate new opportunities and proactively share interesting content and new ideas with their clients on a regular basis. If you're struggling to find your place in the social sales arena, try refocusing your attention to your relationships and start developing some of these relationship habits that many social sales pros live and breathe. Thinking about your own social sales success, what are some relationship habits that you swear by?

3 Keys To Successful Social Media Marketing Posted: 18 Feb 2014 05:27 AM PST Social media has become a necessity for all businesses. Digital visibility is a must for your company, regardless of industry, because you need to be findable everywhere your ideal customers may be looking for information. A successful social media marketing strategy will help put you on the path of your customers' decision making process. You don't need to hear the staggering numbers of the not-surprisingly high percentage of humans that are on the Internet or that Facebook would be the third largest country in the world with it's total number of users. Then there are of course Twitter, LinkedIn, Pinterest, Instagram…As this list continues to grow, people are becoming more accustomed to joining, sharing, searching, and buying through different digital channels. If your company isn't there, you are leaving business opportunities on the table and you will be blown away by your competitors who take advantage of your slowness to the social arena. Some of your fiercest digital competitors may not even be on your radar if you aren't keeping up with what is happening in the online marketplace. Your competition is not down the street or across town, they are on the first page of Google and in your customers' newsfeeds. The problem with getting started and keeping up with social media is the same reason you need to be there already, it's fast moving, ever-changing, and infinitely time-consuming (if you let it be). How is a business supposed to know where to be, what to say, and how to behave properly in this digitally social universe? Social Media Is A Tool, Not A Strategy That's where a professional, social media agency can become a huge asset to your business. I'm not talking about that recent college grad who has a profile on every website known (and unknown) to man (or worse, an intern). I'm talking about an experienced, strategic marketing partner that understands the fundamentals of communication and how to leverage digital technology to attract and convert more customers. Social media is not a strategy in itself, social media is a tool. When all you know is Facebook, all of your goals look like Likes. Likes do not pay the bills. Customers pay the bills. The First 2 Keys To Successful Social Media Marketing How can you trust an agency to run something as personal as social media for your brand? Even if you did trust them, how do they do it? It's done using these two keys: Goals Principles Defining clear goals is the first step in any kind of planning, to not set goals for your social media agenda would be foolish. Without knowing where you are trying to go, you can't know how to get there. Second on the list for a successful social media partnership are your brand's principles. By understanding your principles, quick decisions can be made on a daily basis and guidelines can be set on what can be done on the front line of communications and what should be forwarded to higher ups for approval. Setting goals as your destination and using your brand principles as a guide, the daily needs of successful social media marketing can be executed quickly and efficiently. The Third Key To Successful Social Media Marketing The third key to your social media marketing success is measuring and analyzing your efforts and progress. By understanding what's working and what isn't, you'll be able to continually adjust your tactics to better communicate with your audience and progressively achieve your goals. How Are You Achieving Social Media Marketing Success? How do you define successful social media marketing? What have you done for your clients or company that has reached great social media success? Leave your experiences and feedback in the comments below along with any questions you have.

5 Tips for More Attractive Marketing Materials Posted: 17 Feb 2014 06:03 PM PST A lot of literature covers ways to generate response from your marketing materials, and most of it focuses on your offer and call to action. Those elements, combined with your mailing list or other targeted distribution methods, are definitely critical to marketing success; however, they also make the assumption that potential customers are looking at your marketing materials in the first place. But what if they’re not? The 40/40/20 rule of direct marketing states that 40 percent of your success is based on your offer, another 40 percent is dependent on your mailing list, and the remaining 20 percent is based on everything else – "everything else" being your design, copy, paper stock and myriad other factors. Thus, the 40/40/20 rule has a single glaring error: it does not lend the proper weight to design. I don’t care how great your offer is or how targeted your distribution is; if your design isn’t attractive you will not achieve marketing success. By attractive, I don’t just mean aesthetically pleasing; in fact, I could care less about aesthetics when it comes to marketing. What I mean is attention-getting, or attention-commanding. When it comes to marketing materials, your design should attract customers’ attention. This point is easy to illustrate. Let’s say you’re launching the best deal the universe has ever seen, and you build a highly-targeted mailing list full of likely buyers. According to the 40/40/20 rule, 80 percent of your work has been done. Now, let’s say you print a direct-mail postcard that lists 100 different features and benefits and essentially buries your offer in 8-point font. Do you think such a postcard would be nearly as effective as, say, a postcard that boasts the same offer in an extra-large yellow font on a black background? Of course not.  The first postcard will likely be thrown away before many potential customers even register the offer, while the second postcard will undoubtedly yield excellent ROI because it commands attention.  It is, in short, attractive. That’s why I contend design is the single most important element of your marketing materials. If you can’t attract attention, no one will ever see your offer.  I don’t want to downplay the value of a great offer, but I do want to make the point that a great offer is worthless without an attractive design.  With that in mind, here are five tips for more attractive marketing materials. 1. Contrast and simplicity Contrasting colors command attention.  Think blue or red on white, yellow or hot pink on black.  High contrast isn’t always the most aesthetically appealing, but it’s nearly impossible to ignore. Print marketing materials that feature high contrast, and your message will get noticed. Keep your message simple and do not clutter your marketing materials with extraneous information to make it easy for customers to understand and respond to your offer. 2. Big descriptive headlines Typography is more important than ever in today’s marketing world, and big, bold headlines get noticed. I like headlines that combine benefits and time-limited offers to create desire and foster a sense of urgency. Remember that you’re not writing a book: you don’t have to build to a climax; rather, you have to get customers excited about buying as quickly as possible. Big descriptive headlines will make your message impossible to miss. 3. Interesting images No matter what you’re selling, brainstorm ways to feature your products or services – or, rather, make your point – in a unique and unusual way. Interesting images capture human imagination and, more importantly, command the attention of the human eye. Paying attention to unexpected and unusual images is hard-wired into our brains; it’s how we notice anomalies that could be critical for survival. That biological feature shared by all humans is easily exploited by unusual images in marketing. 4. Die cuts and foil stamps Make your marketing materials unique with creative die-cut shapes, which will intrigue your customers. In addition, the human eye is drawn to bright and shiny things: foil stamps, for example. 5. Extra-large printing When you print extra-large marketing materials, you foster the idea that your message is extra important. Customers can’t resist the urge to read such messages. Instead of standard sizes, print extra-large postcards, brochures, booklets, vinyl banners, catalogs and other marketing materials. What other ways can you think of to print more attractive marketing materials?

Pinterest Consultant Reveals 11 Astounding New Pinterest Facts Posted: 17 Feb 2014 10:22 AM PST Pinterest Consultant Reveals 11 Astounding New Pinterest Facts! As a Pinterest consultant I make sure I keep tabs on all the latest statistics from this incredible business acceleration tool. If you're humming and hawing about whether your business should be on Pinterest…don't take my word for it, take a look at these statistics.  And then get going because if your competitors get too big a lead on you…. 1. 62% of brands have the Pinterest "Pin It" buttons on their product pages of their websites and it is the most used button. That officially puts them in first place compared to 61% having the Tweet buttons and 59% of brands having the Facebook Like buttons. 42% of brands have the Google+ button all according to a study done by 8th Bridge, after analyzing 872 retailers. 2. Pinterest Case Study: "Pin It" button delivers tremendous results: eight of Pinterest's top 10 retail brands prominently displayed a "Pin It" button and brands like Ikea and Target generated nearly 1 million shares (aka pins and repins) from their website. Source: 8th Bridge Do you think Pinterest is a fad or do you think Ikea and Target LOVE IT when their prospects and customers share nearly 1 million pictures of their products with their friends? Pinterest Expert Actionable Marketing Tip: Install a "Pin It" button on your blog or website regardless of whether you are B2B or B2C. 3. AddShoppers recently released it's 2013 social commerce breakdown. Pinterest pins drive more revenue to ecommerce's stores than any other social share. 4. Dec. 30, 2013: 73% Of U.S. Adults Use Social Networks, Pinterest Passes Twitter In Popularity. Pew's data suggests the pinboard site is the fastest-growing network based on membership gains between 2013 and 2012. 5. Dec. 30, 2013: Pew Research Center recently released its Social Media Update 2013: 1/3 of Women in U.S. use Pinterest 6. Jan. 24, 2014: In Q4 2103, Facebook, Pinterest and StumbleUpon saw 30%+ gains in traffic referrals. 7. Jan. 27, 2014: Pinterest overtook Facebook in terms of revenue per visit (RPV) in the UK in 2013, and is expected to do the same in the US this year. 8. Feb. 11, 2014: Emails promoting Pinterest are seeing stronger response rates than those promoting Facebook or Twitter. Pinterest Expert Actionable Marketing Tips: 1) In your first email campaign include the benefits of using Pinterest for your customers. 2) Include images of your most popular pins with a link back to your Pinterest page. 3) Include images of trending boards when featuring holidays and observances and include the benefits of why they should follow this board. Here are 20 retailers integrating Pinterest into their email marketing http://econsultancy.com/blog/63813-20-retailers-integrating-pinterest-into-their-email-marketing 9. Feb. 12, 2104: a new study by researchers at the University of Minnesota and Georgia Tech reveals male Pinterest users pin more content about photography, art, design, and home decor. Check out the Manly Pinterest Show where creator Jeff Sieh of His Design Inc. was inspired about how much blog traffic he was getting from Pinterest. He created the show to help men realize that it was a valuable tool and that it wasn’t just for girls planning a wedding or pinning their favorite recipes. The goal was to show other guys that it was ok to use and love Pinterest. 10 . Feb. 14, 2014: Pinterest raised the most money from venture capitalists last year, as the online scrapbooking site has quickly become retailers' favourite biz dev tool. Pinterest raised $425m from two funding rounds. 11. Feb. 14, 2014: In the week leading up to this year's love day, online shoppers referred from Pinterest averaged $147.74 per order, overshadowing Facebook referrals at $125.24 per order. 3 key takeaway for your business: Install the "Pin It" button on your blog or website Include your top trending pins and board in your email marketing campaigns If you want to attract more male pinners create boards such as photography, art, design, and home decor.

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