RESEARCH
#1. New Chart: How Agencies View Client Search Marketing Budgets
SUMMARY: Today, many marketers have been forced to make sacrifices to accommodate smaller budgets. This decrease in elastic budgets has caused many companies to run out of available money when they need it most, reducing their ability to meet consumer demand for their keywords.
Click to continue
(Open access until Dec. 17th)
HOW-TO & INTERVIEWS
#2. User-Generated Video Contest: 6 Steps to Promote Brand and Generate New Marketing Content
SUMMARY: This year’s marketing mantra has been about doing more with less. See how a marketing team built a content library and generated new leads through a user-generated video contest.
The carefully-designed contest called on consumers to create brand-focused videos and recruit peers to vote on a winner. This resulted in hundreds of submitted videos and more than 17,000 registered voters primed for future outreach. Includes 11 creative samples for inspiration.
Click to continue
(Open access until Nov. 27th)
#3. Revamped Recommendations Lift Order Value 15%: 5 Steps to More Relevant Suggestions
SUMMARY: Ecommerce marketers need to optimize their product recommendations strategy. Simply offering suggestions isn’t enough to lift order value if those recommendations aren’t personalized and relevant for each customer.
See how an online wine retailer built increased relevance into their product recommendations by considering users’ browsing and buying habits as well as logistical considerations, such as geographic region. Today, 10% of the site’s sales come from these recommendations, and the average value of those orders is 15% higher.
Click to continue
(Open access until Nov. 28th)
#4. Video Ebook Revives White Paper: 7 Steps to Repurpose Content and Attract 8x More Readers
SUMMARY: The concept of turning an existing white paper into a video eBook was one of the most intriguing examples of content repurposing mentioned at MarketingSherpa’s recent B2B Marketing Summits. Based on positive audience response, we developed a detailed case study about the campaign.
See how a networking communications company turned a technical white paper into a multimedia eBook that featured short video interviews with company experts alongside links to a host of related downloads. The eBook attracted eight times as many readers as the original white paper – including hard-to-reach C-level executives.
Click to continue
(Open access until Nov. 29th)
INTERACT
#5. SherpaBlog: Interviewing In-House Experts for Audio/Video Content
By Sean Donahue, Senior Reporter
Interviews are a great way to let knowledgeable staff members share their expertise in a low-pressure, low-commitment way.
Our recent case study about Level 3 Communications’ video eBook highlighted a great tactic for getting non-marketing colleagues to help create marketing content. It can be hard to convince a busy VP or engineering-type to write something for you, but they’ll often agree to be interviewed on a subject for a video or audio piece.
Click to continue
(Open access=permanent)
#6. Email Summit 2010 Agenda Announced!
We are proud to release our Email Summit ‘10 agenda! Based on the breadth and scope of speakers and topics for this year’s Summit, we are confident that this will be our best one yet. So, take a few minutes to review the agenda, and see the tremendous value this Summit will provide, and come join us in sunny Miami, FL, January 20-22, 2010.
To make your decision a little easier, for a limited-time you can save $350 off the regular price of Email Summit ‘10. But, you need to order today. This offer ends November 24th and will not be repeated.
Click here to review the agenda and take advantage of the limited-time offer:
http://www.sherpastore.com/EmailSummit350.html?10259
Do you need to sell your boss on the idea of attending Email Summit? Download this handy PDF that will help you make your case, “5 Reasons to Attend Email Summit ‘10.” http://www.marketingsherpa.com/EmailSummit2010.pdf
#7. Book Offer: “The Constant Contact Guide to Email Marketing” by Eric Groves
Email marketing is an incredibly cost effective way to establish and build relationships that drive business success. But it can also be a challenge because the inbox is a hostile environment. “The Constant Contact Guide to Email Marketing” presents best practices and relationship-building principles from America’s leading email marketing firm. With more than 280,000 small business and nonprofit clients, Constant Contact is constantly testing and learning what works and what doesn’t.
The author donated five copies for Sherpa to give away. Toss your name into the hat here to try for one:
Click to continue
(Ends Nov. 28th)
+ Last week’s book offer: These five lucky marketers will get their own copies of “The Next Evolution of Marketing” by Bob Gilbreath.
- Sarah Howard, New Horizons of Minnesota, Edina, MN
- Ellen Smith, Reid Smith & Associates, Colorado Springs, CO
- Stephen Archibald, QIAGEN, Sussex, ENGLAND
- Brian Lunde, Sana Tyo Marketing, Naperville, IL
- Gordon McCallum, Avectra, McLean, VA
#8. DEADLINE EXTENDED: 5th Annual Email Marketing Awards
SUMMARY: We heard from several marketers concerned about missing the deadline for this year’s Email Marketing Awards. Between budget planning and Thanksgiving travel plans, some feared they wouldn’t complete their entries in time.
As a result, we’ve extended the deadline: You now have until Friday, Dec. 4 to nominate your campaign. Take the time to gather your results data and creative samples that demonstrate your email marketing excellence.
Can you top last year’s winners, such as an automated welcome email series that increased total clicks 627% over a single welcome message, or a newsletter that used dynamic, personalized content to achieve a 52% CTR?
RESEARCH
#1. New Chart: How Agencies View Client Search Marketing Budgets
SUMMARY: Today, many marketers have been forced to make sacrifices to accommodate smaller budgets. This decrease in elastic budgets has caused many companies to run out of available money when they need it most, reducing their ability to meet consumer demand for their keywords.
Click to continue
(Open access until Dec. 17th)
HOW-TO & INTERVIEWS
#2. User-Generated Video Contest: 6 Steps to Promote Brand and Generate New Marketing Content
SUMMARY: This year’s marketing mantra has been about doing more with less. See how a marketing team built a content library and generated new leads through a user-generated video contest.
The carefully-designed contest called on consumers to create brand-focused videos and recruit peers to vote on a winner. This resulted in hundreds of submitted videos and more than 17,000 registered voters primed for future outreach. Includes 11 creative samples for inspiration.
#3. Revamped Recommendations Lift Order Value 15%: 5 Steps to More Relevant Suggestions
SUMMARY: Ecommerce marketers need to optimize their product recommendations strategy. Simply offering suggestions isn’t enough to lift order value if those recommendations aren’t personalized and relevant for each customer.
See how an online wine retailer built increased relevance into their product recommendations by considering users’ browsing and buying habits as well as logistical considerations, such as geographic region. Today, 10% of the site’s sales come from these recommendations, and the average value of those orders is 15% higher.
#4. Video Ebook Revives White Paper: 7 Steps to Repurpose Content and Attract 8x More Readers
SUMMARY: The concept of turning an existing white paper into a video eBook was one of the most intriguing examples of content repurposing mentioned at MarketingSherpa’s recent B2B Marketing Summits. Based on positive audience response, we developed a detailed case study about the campaign.
See how a networking communications company turned a technical white paper into a multimedia eBook that featured short video interviews with company experts alongside links to a host of related downloads. The eBook attracted eight times as many readers as the original white paper – including hard-to-reach C-level executives.
INTERACT
#5. SherpaBlog: Interviewing In-House Experts for Audio/Video Content
By Sean Donahue, Senior Reporter
Interviews are a great way to let knowledgeable staff members share their expertise in a low-pressure, low-commitment way.
Our recent case study about Level 3 Communications’ video eBook highlighted a great tactic for getting non-marketing colleagues to help create marketing content. It can be hard to convince a busy VP or engineering-type to write something for you, but they’ll often agree to be interviewed on a subject for a video or audio piece.
#6. Email Summit 2010 Agenda Announced!
#7. Book Offer: “The Constant Contact Guide to Email Marketing” by Eric Groves
Email marketing is an incredibly cost effective way to establish and build relationships that drive business success. But it can also be a challenge because the inbox is a hostile environment. “The Constant Contact Guide to Email Marketing” presents best practices and relationship-building principles from America’s leading email marketing firm. With more than 280,000 small business and nonprofit clients, Constant Contact is constantly testing and learning what works and what doesn’t.
#8. DEADLINE EXTENDED: 5th Annual Email Marketing Awards
SUMMARY: We heard from several marketers concerned about missing the deadline for this year’s Email Marketing Awards. Between budget planning and Thanksgiving travel plans, some feared they wouldn’t complete their entries in time.
As a result, we’ve extended the deadline: You now have until Friday, Dec. 4 to nominate your campaign. Take the time to gather your results data and creative samples that demonstrate your email marketing excellence.
Can you top last year’s winners, such as an automated welcome email series that increased total clicks 627% over a single welcome message, or a newsletter that used dynamic, personalized content to achieve a 52% CTR?
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