2025 Will Be the Year of B2B Personalization, Are You Ready?

January 14, 2025 / marissapick / Leave a comment

As B2B marketers ready their brands for a successful 2025, they must say goodbye to a one-size-fits-all marketing approach and do everything possible to deliver a truly personalized customer experience. To do so, they must connect with buyers earlier in the sales cycle and collaborate across teams (e.g., sales, content, paid media, email) while making personalization part of every interaction.

No longer a nice-to-have, personalization is a modern business imperative. By delivering personalized experiences, companies can significantly boost revenue, reduce customer acquisition costs, and increase customer loyalty. Not only that, but today’s buyers expect and demand personalized experiences and they are less than understanding if they don’t receive them. According to McKinsey, 71% of B2B buyers expect personalized interactions and become frustrated when they don’t receive them. Furthermore, companies with faster growth rates derive 40% more revenue from personalization compared to slower-growing companies.

The good news is that B2B brands today have access to a wealth of necessary customer data, from behavioral patterns to purchase history. This data is invaluable for creating highly targeted, personalized marketing strategies that speak directly to each member of the buying committee. To capitalize on this opportunity, marketers must invest in sound practices for collecting and utilizing this data to understand and anticipate the evolving needs of their high-value customers.

I predict that this is only the beginning of brands embracing the use of data-driven personalization. In fact, a recent survey of full-time marketing, advertising, communications and social media professionals found that almost half (49%) plan to allocate more budget to delivering personalized buyer experiences in 2025, and 60% will do so by investing more in AI tools next year.

When B2B brands successfully leverage personalization strategies, they put themselves in a stronger position to gain a competitive edge and reap these three key benefits:

1. Increased Customer Engagement:

Personalized recommendations: Using data on past purchases, browsing history, and preferences, brands can recommend products or services that are most likely to be of interest to individual customers. This can be done through email marketing, social media ads, or on the brand’s website.
Personalized content: Brands can create and deliver content that is tailored to the specific interests and needs of individual customers. This could include blog posts, articles, videos, or social media updates.
Personalized offers and promotions: Brands can offer exclusive deals, discounts, and promotions to individual customers based on their past behavior and preferences. This can help to incentivize purchases and build customer loyalty.

2. Improved Customer Experience:

Personalized customer service: Brands can use data to provide personalized customer service interactions. This could include using chatbots to answer customer questions, providing personalized support over the phone, or offering proactive assistance based on customer behavior.
Personalized website experiences: Brands can personalize the website experience for each individual customer, such as displaying relevant products, offering customized recommendations, and tailoring the website’s design to the customer’s preferences.

3. Increased Revenue and Profitability:

Personalized pricing: Brands can offer personalized pricing to different customer segments based on their value to the company and their willingness to pay.
Personalized upselling and cross-selling: Brands can use data to identify opportunities to upsell or cross-sell products and services to individual customers.
Improved customer lifetime value: By delivering personalized experiences, brands can build stronger relationships with their customers, increasing customer loyalty and lifetime value.

Advances in AI, analytics, and data over the past few years have created new frontiers for marketers. By leveraging data and technology to deliver personalized experiences, brands can build stronger relationships with their customers, increase customer engagement and loyalty, and ultimately drive revenue growth. This is sure to be a winning recipe for 2025 and beyond.

Influencer Marketing: Is It Right For Your Brand?

May 7, 2024 / marissapick / Leave a comment

It’s no secret that the online world is overflowing with noise. Every brand, big or small, is vying for attention, making it difficult to grab the spotlight. Consumers are growing increasingly skeptical of self-promotion, which is why the demand for new and innovative digital marketing strategies is on the rise.

The last few years have put a larger strain on the ability of growing businesses to survive. Those that have made it this far can’t afford to get complacent. They must constantly find new ways to market themselves so that they not only stand out but stay ahead of the game.

Increasing numbers of brands have leaned into influencer marketing to connect with their target customers and boost their marketing efforts. Its rise has been hard to ignore, quickly becoming a favorite among digital marketers and business owners alike. In April, I partnered with Growclass to run a session titled, “Authority, Impact, and the Future of Influencer Marketing” in which I explored how to use and create influence, collaborate with influencers, and capitalize on the major opportunity of influencer marketing. Here is more detail and insight into what was discussed.

What exactly is influencer marketing?

We are going through a revolutionary shift. First there was the industrial revolution, then the mass media revolution, and now we’re in the middle of a digital revolution. If you think about it, advertising stayed the same for about 50 years until the disruption brought forth by the Internet and social media. When is the last time you drove by a billboard or saw a newspaper ad and purchased something? Chances are it’s been a while. But when is the last time you watched a video on TikTok or Instagram of someone talking about the virtues of a particular product and then bought it? Chances are this happened much more recently.

Influencer marketing is a type of online marketing that involves businesses collaborating with individuals who have a large, highly engaged following on social media to promote their products or services. The goal of influencer marketing is to increase brand awareness, website traffic, and sales by reaching new audiences.

Unlike traditional celebrities, influencers build personal connections with their followers, and their recommendations are often highly regarded. Influencers are often experts with in-depth knowledge about certain subjects, which gives them leverage to motivate their followers to take desired actions. By collaborating with relevant influencers in your niche, you can tap into their large and dedicated social media followings and boost your brand’s visibility and credibility in the process.

These influencers are just like you and me, but they consistently post online, in the niche of their choice. For example, they may share blogs, vlogs (video blogs), tutorials and more. It can be especially effective because people often trust the individuals they follow on social media, so if they see someone they trust promoting a particular brand, they may move more quickly through the sales funnel.

Why should I care?

The influencer marketing sector isn’t going anywhere anytime soon. Influencer Marketing Hub predicts the market size to reach an estimated $24 billion by the end of 2024, indicating strong ongoing growth momentum despite challenging economic conditions.

Brand interest in sponsored content, as opposed to traditional social ads, continues to rise, and create opportunities for influencer partnerships. If you’re a marketer looking to collaborate with creators, know that research shows that 93% of creators are willing to work with brands for just free products. While this may be true, if they love the brand or the product value is high, it’s crucial to ensure that creators are fairly compensated for their time and effort. Not compensating influencers can be unethical and have negative consequences for your brand’s reputation. Remember, a successful collaboration is one where both parties benefit.

According to a report by Morning Consult, the majority of millennials and Gen Z social media users survey said they trust influencers on social media. This is up from 51% in 2019. There’s an increasingly blurred line between influencer and user-generated content creators. But the fact remains that shoppers are more likely to buy from brands that have been recommended by people they trust, which includes people raving about your products. In fact, according to Nasto, 79% of people say user generated content impacts their buying decisions and therefore developing a good mix of authentic UGC alongside your influencer campaigns could be a winning formula.

How can I get started?

According to an Adobe study, TikTok is the most popular channel for influencers, ahead of Instagram (47%), YouTube (33%) and Facebook (28%). TikTok users love tutorials with 62% of users choosing this type of content. Following closely are product or service reviews and personal stories at 38%.

Furthermore, 82% of brands believe that influencer marketing campaigns generate higher-quality leads than other types of marketing. But remember that quality is better than quantity. Up to 82% of brands say they see better ‘quality’ leads from influencer marketing campaigns over any other campaign. It’s not clear what is considered ‘quality’ in this instance, but some examples could include the original purchase order value or returning customer rate after first finding you via your influencer campaign.

How is AI playing a role?

AI is changing influencer marketing by providing tools and solutions to help brands make data-driven decisions, automating sourcing, authenticating, and managing influencer relationships. AI-powered tools analyze social media data to identify potential influencers who best match a brand’s target audience and values. These tools consider factors like demographics, interests, engagement rates, and the authenticity of an influencer’s following. This automated process saves time and helps brands find the most suitable influencers for their campaigns. Content creators and brands seem to be cautiously optimistic about the introduction of AI into their influencer marketing efforts.

A survey found that 76% of marketing agencies and 52% of influencers were already using some form of AI to analyze data, find influencer partners or support content creation. Other brands are going a step further and working with virtual influencers as an alternative to traditional creators.

With the power of AI, brands can now optimize their content to better resonate with their target audience. This ensures that consumers receive highly personalized messaging that is more likely to convert them. Additionally, AI can help companies track and analyze the performance of their influencer marketing campaigns, enabling them to make data-driven decisions. As the role of AI continues to grow, it’s exciting to see the positive impact it’s having on influencer marketing.

What kind of influencer should I work with?

Not sure whether to work with a nano-influencer or a micro-influencer? This all depends on what you’re planning to achieve through your campaign. There are many differences and benefits each offer, and it’s important to understand which type would be better for your business. Here’s a quick snapshot:

Mega-influencers > 500,000 followers

Macro-influencers 100,000-500,000 followers

Micro-influencers 10,000-100,000 followers

Nano-influencers < 10,000 followers

Influencer Marketing Hub has a great article breaking it down: Nano vs. Micro-Influencer Marketing: What’s the Difference? Once you have a clearer picture, it’s time to figure out which option is better. Research has shown that on average brands spend less than $50K on influencer marketing, while nearly 15% spend over $500K. Of course, setting a budget entirely depends on what you want to achieve, how much you’re willing to spend and what you expect your return to be.

Reach vs. engagement. Macro-influencers offer a wider reach, while micro-influencers usually provide higher engagement rates. Consider your goals and whether you prioritize reaching a larger audience or creating meaningful connections with a more engaged community.
Target audience. Assess your target audience and their preferences. Micro-influencers often have a niche following that closely aligns with specific demographics or interests, while macro-influencers appeal to a broader range of people. Choose influencers whose audience matches your target market.
Authenticity. Micro-influencers are known for their authenticity and relatability. Their content feels genuine and personal, which can enhance trust and authenticity for your brand. Macro-influencers, although influential, may be perceived as more commercialized, so consider the level of authenticity that you want to convey.
Budget. Macro-influencers typically charge higher fees due to their larger following and higher level of influence. Micro-influencers, on the other hand, may be more cost-effective, making them suitable for brands with limited budgets. Determine what you’re willing to invest, and the value you expect to receive.
Goals and objectives. Consider your campaign objectives. Macro-influencers are best for broad brand awareness and visibility, while micro-influencers excel at niche marketing and building highly engaged communities.
Content quality and style. Macro-influencers often have access to professional production teams, resulting in polished content. Micro-influencers may have a more organic and raw approach. Determine which aligns best with your brand image and messaging.
Long-term partnerships. Micro-influencers may be more open to ongoing collaborations, fostering a stronger brand association. Macro-influencers are best for one-off campaigns or larger-scale initiatives.

Love it or hate it, influencer marketing works.

Influencer marketing is the fastest growing and most cost-effective method of online customer acquisition. Nearly 60% of respondents in the State of Influencer Marketing 2024: Benchmark Report intend to increase their influencer marketing spend in 2024 and 26% intend to spend more than 40% of their marketing budget.

Let’s say goodbye to the same old social media posts and breathe new life into digital marketing campaigns through relevant influencers. Allow influencers to add personal touches to their captions to keep your audiences engaged and interested. Trust their creativity and see the positive impact it can have on your brand’s image.

If you’re still not convinced influencer marketing delivers value, it’s time to dip your toe into the influencer marketing waters and take your brand to the next level! No life jacket required.

5 Surefire Ways to Make Your Next Digital Marketing and Advertising Effort Shine

March 19, 2024April 19, 2024 / marissapick / Leave a comment

We’re already three months into 2024 and the marketing landscape is constantly evolving. With countless brands vying for consumer attention and engagement, marketing leaders must stay on top of shifting trends to differentiate against the competition and leave a lasting positive impression. Right now, virtual events and AI-powered personalization are stealing the spotlight, while sustainability and interactive content are becoming increasingly important. Tomorrow, it could be something altogether different!

To help ensure your brand stays relevant and memorable, consider embracing these five trends:

1. Omnichannel advertising: Omnichannel advertising helps ensure a seamless and consistent brand experience across multiple channels and touchpoints. This can translate into tangible benefits, including increasing online presence, driving traffic, and boosting leads. By leveraging multiple platforms— from social media to email to mobile— businesses can engage with a wider audience and target customers they might have missed on a single platform. In fact, studies show that omnichannel marketing can lead to a staggering 250% higher engagement rate than single-channel marketing. That kind of engagement is hard to resist!

2. Earned media: Earned media is a powerful tool that can help you showcase your brand in a natural and organic way. Unlike paid media, earned media comes from third-party sources, making it more authentic and trustworthy. One of the most significant benefits of earned media is its cost-effectiveness— it doesn’t require any investment, making the ROI higher than other media.

TikTok is an excellent platform for leveraging earned media, as it allows content to reach a specific demographic of individuals with similar interests. By using hashtags and following ongoing trends, you can easily circulate your content around your target audience. If you’re looking for a cost-effective way to promote your brand, earned media is the way to go. Don’t miss out on this strategy that’s already taken off this year!

3. Short-form video content: Video-based content is predicted to be one of the most effective ways to drive engagement leads and content in 2024. Whether it’s TikTok, Instagram Reels, Livestreams, or Facebook videos, short-form, bite-sized content captures users’ attention for a longer amount of time. Brands can get their message across quickly and efficiently, while also gaining UGC and increased engagement from consumers. Just remember that when it comes to this form of advertising, less is more.

The beauty of short-form video as a content format is that it can be easily created and posted on your iPhone or mobile device. The recommended timing is somewhere between 30-60 seconds, which isn’t a lot of time. But when it’s done effectively and it’s of high quality, short-form videos are a great way to engage with your audience. Consider these best practices:

👉 Get to the point quickly

👉 Add subtitles to increase accessibility and SEO

👉 Use quick cuts to keep your videos engaging

👉 Include a call to action (CTA)

Remember, you won’t be perfect initially, but improvement is a key part of any creative process. So, keep practicing and watch your short-form videos improve over time!

4. Include Brand Values and Mission Within Ads: More and more, consumers are prioritizing the social responsibility of brands and actively seeking out mission-driven brands. In fact, more than half of consumers say they are more likely to buy from certain brands over others if they stand for something bigger than just products and services. There are many ways businesses can practice corporate social responsibility, including reducing carbon footprints, participating in fair trade, promoting diversity, equity, and inclusion, engaging in charitable giving, and volunteering in local communities. Companies can also create policies that benefit the environment and invest in socially and environmentally conscious initiatives.

However, this information isn’t always readily available. That’s why it’s important to incorporate social responsibility into your advertising strategy. Doing so not only entices consumers to buy your product, but also to become loyal, supportive customers for the long haul. You can also consider emphasizing recyclable packaging, donations from purchases, and relevant social movements in your messaging.

5. Personalized Marketing: As artificial intelligence has become ubiquitous and the use of big data skyrockets, it has become easier for marketers to lean into personalization. Personalization is no longer just knowing a customer’s name; it’s about tailoring your marketing messages and content to the specific needs and preferences of individual consumers. This demonstrates that you understand your customers’ unique needs, fostering stronger connections across the entire customer journey, building engagement, conversion and loyalty.

As the world of digital marketing and advertising continues to change, let’s work together to navigate current and future trends. When we do this, we can adapt, innovate, and thrive to help make our campaigns the best they can possibly be.

What trends are you adopting for a successful 2024? Please take a moment and share your thoughts in the comments below.

Stay Ahead of These Five Emerging Marketing Trends Throughout 2023

March 14, 2023March 14, 2023 / marissapick / Leave a comment

In the exciting and fast-paced world of marketing, change is constant. Marketing trends are constantly evolving, and it’s up to brand leaders to stay up to date on the latest developments and adapt their marketing strategies to stand out from the competition. Keeping up with these changes isn’t always easy, but it’s essential in order to remain relevant with your audience and build enduring customer loyalty and satisfaction.

Trends happen for a reason. In many instances, they provide valuable insight into how your brand can best reach and connect with your target audiences. Staying on top and ahead of the trends is the first step. Determining how to best utilize the trends to your benefit can be an important differentiator.

As the second quarter of 2023 begins, these are the five biggest trends you should be tracking and maximizing:

1. Personalization: Customers are increasingly expecting personalized experiences from brands, and this trend is likely to continue throughout 2023. Customer expectations around personalization are also on the rise with 73% of shoppers expecting brands to understand their unique needs and expectations. (Source: Insider Intelligence). While personalization was once a nice-to-have bonus, it is now essential for standing out within an increasingly competitive digital landscape.

To meet customers’ needs and preferences, brands will need to use data and technology to better understand their customers and tailor their marketing messages and offers accordingly. If you’re able to get this right, you can win a loyal customer who feels deeply connected to your brand.

2. Video marketing: If video marketing is the future, the future is here! It’s not a major surprise that video is becoming an increasingly popular form of content, and this trend and demand is expected to continue for the remainder of 2023. A recent study shows that as many as 91% of consumers want to see more online video content from brands (Source: Wyzowl). And since 2017, the amount of online video consumed monthly has more than quadrupled.

Brands will need to create high-quality video content that engages their target audience across a range of platforms, including social media, websites, and more. In my opinion, short and sweet is the way to “win” with video content. In fact, according to Sprout Social’s recent survey, short-form videos are found to be the most engaging. As many as two-thirds of consumers (66%) say they pay the most attention to short-form videos—2.5 times more than long-form videos. This is in line with the increasing number of videos on channels such as TikTok, YouTube and Instagram and video becoming an expected part of the online and social media experience.

3. Influencer marketing: Influencer marketing has become a popular way for brands to reach new audiences and build brand awareness. Throughout the rest of 2023, I expect to see more brands partnering with influencers to promote their products and services, particularly on social media platforms including shorter form video platforms such as Instagram and TikTok. Creator marketing can help drive brand growth and overall visibility across the entire purchasing funnel and many companies have begun to leverage online as well as offline influencer strategies over the past few years.

I believe the rise of micro-influencers will be where brands can stand out and successful leverage influencers as well as social media overall. As consumers are looking for more relevant and relatable content, marketers are turning to nano- or micro-influencer collaborations. These often-unpaid content creators with 1,000 to 100,000 followers have very active and engaged audiences. The benefit in my mind of these “smaller influencers” is that they often have a greater ability to truly connect with their community, which can give them significant influencing power. Consumers in general are likely to trust them for their expertise, product reviews and service recommendations. When brands activate them at scale, nano- and micro-influencers can be a great way to target niche audiences, drive awareness and boost sales.

4. Sustainability: Customers are increasingly concerned about environmental and social issues, and they expect brands to act on these issues. Sustainable marketing is the promotion of environmentally and socially responsible products, practices, and brand values. If you’ve ever spent a little bit more on something because you knew it was locally sourced or 100% recyclable, you’ve taken part in supporting sustainable marketing.

Within 2023, we can expect to see more brands promoting their sustainability efforts and highlighting their commitment to social responsibility. There are several ways brands can begin to approach becoming more sustainable including donating profits to sustainable causes, sourcing sustainably materials or packaging, and creating products that aides in sustainable living or more. One of my favorite brands and category sustainable commerce leaders, Patagonia, pledged 15% of sales to the preservation and restoration of the natural environment since 1985. In 2022, that amounted to a total of over $140 million. They have also set a target to become completely carbon neutral by 2025.

The big picture of embracing sustainable marketing is that you’re able to position your brand as an active figure in an environmental or societal issue. It can humanize your brand messages and create another reason why customers should choose you over your competition.

5. Voice search optimization: Consumers are beginning to search for more things using their voices. In fact, the number of voice assistants is expected to reach 8 billion units in 2023, up from 3.25 billion in 2019. (Source: Statista)

I maintain that 2023 is the year of voice search optimization. As more people use voice assistants like Siri, Alexa, and Google Assistant, brands will need to optimize their content for voice search. This means creating content that is easily discoverable and readable by voice assistants and making sure that the brand website is optimized for voice search. Voice search is not just a component of today’s digital marketing landscape, it’s the future. Search engines are becoming more advanced and voice assistants are getting better at understanding the incoming questions and will provide more accurate results. In turn, that accuracy can encourage more people to take advantage of voice search instead of the more traditional time-consuming search process.

By focusing on personalization, video marketing, influencer marketing, sustainability, and voice search optimization, brands can stay ahead of the curve in 2023. What else are you working on this year? Leave a comment below.

The Four Biggest Things I Learned About Running My Own Business: A Four-Year Lookback

December 6, 2022 / marissapick / Leave a comment

Four years ago, I filed for my LLC and established Marissa Pick Consulting. Consulting was always a dream for me and the fear of the unknown and potential lack of consistency required a leap of faith. Ultimately, I made the decision to bet on myself, leaving my full-time role to start my own business. Looking back, this was the best thing I’ve ever done professionally. Scary, yes. But worthwhile, hell yes!

I would describe myself as someone who loves networking— I truly enjoy connecting with others and thrive in social situations. I’m a self-starter by nature and when I started my business, I was fortunate to immediately find a consulting role covering for a university Marketing Director who was on maternity leave. Coming from financial services, this was a totally new area, audience, and experience. After enjoying working with one client, I began to reach out to old colleagues, bosses, and peers and put feelers out on what could be next. After all, what did I have to lose?

Over the course of the next four years, I would learn much about myself— as a person and as a business owner. My entrepreneurial journey didn’t follow a straight line, but I wound up learning just as much from the twists and bumps than I did the smooth paths. In celebration of the past four years of running Marissa Pick Consulting, here are the four biggest things I’ve learned:

1. Invest in Personal Branding

As a believer in social media and content marketing I knew that ongoing brand visibility and self-promotion were essential. I have always believed that you must practice what you preach, and I decided first and foremost to focus on building a steady stream of thought leadership and content for my website and social media channels. I started by building content on my blog and reconnecting with friends in person as well as through local events and digital meetings. One client quickly became two, and soon I had amassed a sizeable business.

Just like I tell my clients, it’s important to develop a persona that is reachable and approachable. So, that’s what I continue to focus on. I learned that you must put your best self forward, even if you don’t feel like it or it’s difficult to do so. The reality is that social media has little to do with what we say about ourselves and has everything to do with what other people say about us. Treating yourself like a brand is the best advice I can offer to someone just getting started. Funny enough, many of us have been running a business just like this the whole time, we just didn’t know it. That business is you. So, invest in yourself!

2. Get Comfortable with Change

Back in March of 2020 as COVID rocked the world, my business took a major hit as I went from several clients down to one. Instead of freaking out about my business coming to a screeching halt, I joined several communities for consultants and took a deep dive into ongoing education for small business owners, connecting with others and networking, and being present with my family. I loved taking my two boys for long hikes, and wandering around with no fear of missing calls, meetings, etc. It was honestly exactly what I needed. I refocused, rebuilt, and enjoyed the time in the moment and worked on embracing change, an area where I’ve previously struggled.

Even though I prefer predictability, I learned to adapt, become more flexible and focus much more on my communication skills. Although this is still an area I’m working on, somehow knowing that the only thing that’s certain is change allows me to be more comfortable with the uncomfortable.

3. Don’t be Afraid to Pivot

As the world began to reopen, so did my business. Eventually I built up a steady workflow to the point of having to decide whether to scale up or make a change. I made the difficult decision to leave my own business and go in-house full time to lead a performance marketing team at an AI-powered SaaS company. I quickly realized how much I missed working for myself, the flexibility of a desirable work-life balance, and being my own boss. After six months I decided to leave this role on good terms and re-focus on re-building my business.

I realized that life is too short to be unhappy or wonder about the “what-ifs.” Yes, I made a choice to try something new, but ultimately it wasn’t what I wanted. So, I reversed course and returned to working for myself. These decisions weren’t easy, but you must be willing to go through the mud at times to understand what will provide the most happiness and fulfillment. You may come out the other side messier, but you may also come out stronger.

4. Find What Makes You Smile

Achieving work-life balance can be overwhelming, and some days it’s hard to not get lost in the fast-moving pace of life. The highlight of my day is having my kids run into my arms off the bus after school and tell me about their day. I find that kids have a view of the world that is so innocent, pure, and refreshing. My boys’ curiosity and hopefulness inspire my husband and me every day to smile and have fun. This really helps offset the daily stressors of running a business. Whatever it is that makes you smile, recognize it, and make it part of your daily routine.

Looking Ahead to Year Five

As we approach 2023, I believe that being open minded and welcoming others into your world is going to be the key. This doesn’t mean you will agree with everyone, nor them with you, so we must keep an open mind and be comfortable acknowledging others’ views and giving space even if you don’t agree with them. Easier said than done at times, but necessary none the less.

I want to thank my friends and family and my extended network, especially my colleagues from Hey Mamma, The Upside, and Dreamers & Doers®. They have all been trusted navigators on my entrepreneurial journey. And I truly couldn’t’ do any of this without my husband Brandon Pick. He’s always believed in me and supported me and I’m lucky to have as a partner.

Four years later, I am even more open and positive about what the future holds. I look forward to continuing to network and meet new people, embracing change and finding joy in the everyday. Above all, I will continue to bet on myself as my business continues to grow.

What lessons have you learned in your own business journey? Please leave a comment below and let me know.

Transforming Networking into Sales is Easier Than You May Think

October 7, 2022 / marissapick / Leave a comment

When networking is done well it can be the most powerful form of marketing— for you and your business. Yes, it can feel overwhelming at times— no one likes walking into a room full of strangers and having to start a conversation— but it a surefire way to elevate your brand or business.

Earlier this year I ran a session on how to turn networking into sales during InEvent’s 20 in 30 Webinar Series: Future of Content & Digital Trends. Within the session we explored how to learn and apply new skills and strategies when networking in events as a means of creating new business opportunities.

This got me thinking, how can we continue to build on the idea of turning networking into sales for the remainder of 2022 and as we start to think about 2023? Here are a few key learnings:

Create a strong online presence

Remember that the first thing someone will do before hiring or working with you is to check you out online. Potential customers need to know you, like you and trust you ahead of buying from you or doing any business with you. Therefore, the need to network and gain access to a referral network is crucial and having an online presence is a must. Additionally, many businesses refer customers and have strong relationships within their industry so the ability to network, connect and grow your relationships becomes of the utmost importance when you’re working on building your sales pipeline.

Carefully craft your content marketing strategy

Another way to enhance your online presence and bring added value to your network is through content marketing. In a crowded digital environment, providing consistent high-quality, and engaging content impacts audience decision-making more than any other technique. According to Hubspot’s 2022 State of Inbound report, content creation is a top priority for 80% of marketers and on average, accounts for 26% of B2B marketing budgets. First impressions matter and having a digital footprint does as well.

Develop visual and snackable short content

When developing your content marketing strategy, keep in mind that Microsoft research found that the average human attention span is now only 8 seconds (compared to 12 seconds in 2000). People have little patience to read through long form written content and may even be turned off it it’s too long or comprehensive. How do you make a big impact in the first eight seconds? By developing short and snackable content, which is digestible and informative.

In addition, think about site speed. Research by Nielsen found people do not read content on web pages word for word; instead, they scan the page, picking out individual words and sentences. Some of these tips can go a long way in grabbing and keeping attention:

· Highlight important keywords

· Use bullets to make important points stand out

· Use subheadings to break out key sections

· Focus on one idea per paragraph

Again, the “snackable” content is what catches our eyes and can help to generate leads. The more an audience views your content, the more likely they are to purchase from you in the future!

Develop User Generated Content (UGC) to stand out

When a brand generates User Generated Content (UGC), it helps consumers feel like they’ve been seen. Who doesn’t love being highlighted by a brand they love? Content creation involves gathering, reviewing, and sharing the most relevant and impactful content with your audience. More than 86% of companies today use user-generated content as part of their marketing strategy. And users who create and share content on social media channels get 28% higher engagement compared to standard company posts. Think about how to incorporate UGC into your content marketing strategy to stand out and cut through the noise to captivate your customers’ attention.

One of my favorite brands, Warby Parker, has become well known for shipping customers frames to try on at home before purchase, a service the company continues to promote via an ongoing UGC campaign. The brand has launched series of high successful social ads using different formats of UGC content including video testimonials, camera photos from customers trying on at home, and motion GIFs. This has allowed Warby Parker to highlight both its stylish frames and its convenient home try-on option in a genuine way.

Lean into video

Content has a reputation for being “king,” but I believe that video is now taking over the crown. According to a Cisco study, by the end of 2022 82% of all online content will be video content. Video content is one of the most engaging forms of content and in my opinion will soon dominate social media and emerge the clear winner over all other types of content. Whether it is short-form videos like those popular on TikTok or Instagram Stories or long-form content viewed on YouTube, videos are the future of social media content.

Video can also help increase conversions and sales. In fact, according to Insivia, adding a product video on your landing page can increase conversions by 80%. Video can also lead directly to sales. A wyzowl study show that 74% of users who watched an explainer-video about a product or service subsequently bought it. So, if you’re looking for a new way to increase sales, think about a fun and dynamic way to showcase your brand and product through video!

Embrace the metaverse

Many experts look at the metaverse as a 3D model of the Internet. Basically, a place parallel to the physical world, where you spend your digital life. A place where you and other people have an avatar, and you interact with them through their avatars. I would argue that the metaverse in the truest sense of the term doesn’t exist yet, but marketing professionals are working through how to adapt this online space and build it into 2023 plans.

During the pandemic it looked as though livestreaming and hybrid streaming would become the norm, but the metaverse offers several upgrades to that model. I think the metaverse will be the next frontier for advertising and e-commerce and brands are quickly figuring out how to incorporate it. The question is not if, but when people will adopt it. In my opinion, companies should invest in creating virtual experiences for their customers and audiences within the metaverse today, so that they can be first to market when the technology is more widely adopted. The metaverse is “always on” and will continue to evolve but it allows us to develop virtual identities, presence, re-invent peer-to-peer interactions and more.

Today, the cost to develop advertising and e-commerce technology for the metaverse is a barrier to entry for most businesses. As time goes on there will be platforms that are much easier to utilize by average merchants. For now, it’s a good idea to map out how you might link physical objects in the real world to virtual objects and experiences in the metaverse and put this on the road map for building your sales and marketing funnel.

Remember, your digital footprint matters!

There are plenty of tools and tricks to leverage social media, marketing, video and more to help build your network to drive sales. The bottom line is that your digital footprint matters. The first impressions you make through your online presence- whether it be through your written or video content, UGC, or the metaverse— can make a significant difference in your ability to turn networking into sales. As you think about your 2023 planning, what else would you add? Leave a comment below.

The Importance of PR When Scaling Your Business

July 12, 2022November 21, 2022 / marissapick / 1 Comment

The Below is a Guest Post from Melanie Parncutt

There’s one particular Bill Gates quote that has continued to resonate with media professionals, in which the Microsoft founder said, “If I was down to my last dollar, I would spend it on public relations.” It’s high praise of the efficacy of the art of PR from one of the most important business minds of the 21st century. It’s also a telling indication of just how effective a campaign can be in drastically altering the course of a business’ trajectory.

Public relations, in simple terms, is the management of a person, business, or brand’s public image. For smaller companies, it’s mostly about trying to secure press coverage, but it can also be about creating the right kind of buzz, and knowing how to protect against and navigate crises.

When people pursue PR for the first time, they often assume it’s interchangeable with marketing or essentially serves the same purpose. But crucially, PR is not something that directly translates into sales, and even the most viral of campaigns don’t guarantee a direct correlation to extra dollars. Instead, the priority of PR is establishing brand credibility by securing coverage in the media, which translates into something more valuable: consumer trust.

Below are four key reasons why PR is important when scaling your business.

PR Establishes Credibility, Solidifies Your Brand

One of the hardest things any growing business faces when starting out is establishing credibility in the public eye. How do you prove to a complete stranger that you are worth trusting, and — eventually — putting their hard-earned money into? It’s a hard sell, but one that becomes far easier once you have press and media featuring you, or referring to your employees as expert sources. If you can prove that your opinion is trusted in thought leadership publications like Entrepreneur or Forbes, then that’s an indication know your industry. As Powderkeg writes, it’s your “stamp of approval”.

This goes hand in hand with establishing an authentic, strong brand image. Having a clear, consistent brand story across the board also helps your employees to be confident in your brand image, who will grow more comfortable in sharing their expertise as thought leaders. Additionally, if you can identify a story that makes you different from the competition, PR will help you pique media interest, which in turn gives prospective customers a reason to connect with your company on an emotional level.

PR Boosts SEO, Drives Web Traffic

Have you ever tried Googling yourself or your company? If so, did you like what you saw? Are there similar businesses ranking higher, or is there even anything to see at all?

When you’re dealing with prospective customers or clients, you can be sure that they’ve probably Googled you, maybe even just to look at reviews. Although, nothing says “trustworthy” more than a glowing page one of search engine results, full of highly-ranked publications. It’s also an opportunity to increase the number of backlinks your site has in other publications, which helps earn a higher domain authority. That way, when a prospective customer is conducting a Google search for the service or product you product, you’re more likely to rank higher in the results they see.

Not only this, but PR professionals are experts at spotting potential opportunities for brands or businesses in markets they might not have considered. It could be that there’s a particular story angle that will resonate in a different country or industry. Algorithms and elusive variables create alternative search results in different locations, but aiming for breadth as well as depth in specialist PR campaigns will help to improve your online presence across the board.

Word of Mouth Marketing

Word of mouth (WoM) is the holy grail of marketing for any business, and it’s always going to carry more weight than traditional advertising. WoM inevitably becomes the most trusted source of information, because it usually comes from family or friends. A 2018 report found that 83% of Americans say WoM marketing is more likely to make them purchase something. However, it’s something that can be tricky to manufacture, but it can be encouraged by creative PR campaigns and favorable coverage. This is something that can spread like wildfire on social media, and you’ll often hear media teams say that all it takes is one viral event.

The most important thing to note here is that a good story is the best way to get people talking, as humans are naturally drawn to narratives more than anything else. As they say, a story changes minds and wins hearts. We react to stories because they make us feel and communicate in a naturally intuitive way. They serve as a “collective sensemaking process,” according to Liz Neeley, former executive director of Story Collider. PR helps you dig out and celebrate the stories you might not have seen yourself. You might also find that it is actually more costly being boring than it is to invest in developing your brand story.

Storytelling is More Economical Than Digital Marketing

Marketing, of course, has its place in every business. And while there is certainly a way to find the intersection of marketing and storytelling through PR, the strategies for each one are different.

The greatest value you get from media relations is that the stories you help publish will be available online to reference forever, whereas marketing is usually a temporary campaign that will soon get buried on social media or removed from websites. A good marketing strategy will use a story, but PR is about getting other people outside of your own team to scream and shout about it. This creates organic media coverage, which can then be picked up by other outlets and republished to gain you greater coverage of your story. Marketing might earn you sales as intended in the short term, but storytelling through PR helps set the foundations for long-term success.

Furthermore, investors care about a brand story more than your snazzy videography skills or attractive website landing page. “Stories are engaging, compelling, and persuasive; it is far more interesting to hear yarns of how a fund manager met with the CEO and toured the new factory, rather than discuss probabilities and uncertainty, which are almost always more relevant considerations in an investment decision,” one author writes at Behavioral Investment. Where you could spend months trying to pull together impressive figures for your pitch deck, words and stories are always going to stick more than numbers.

In a market where an estimated 90% of startups fail, PR helps you find your edge, and then shouts to the world about it. Nevertheless, it’s important not to wait until you’re down to your last dollar to start working on your PR.

The Above is a Guest Post from Melanie Parncutt

Melanie Parncutt is a publicist at Otter PR in St. Petersburg, Florida. In Baltimore, MD, Parncutt studied writing, technology, communication, and design with a focus on leadership studies. She has extensive experience in public relations, marketing, and advertising including media planning, content writing, and marketing, ghostwriting, corporate partnerships, and broadcast productions.

She has worked with clients in over 10 different industries. She enjoys clients who are actively making a difference in their community and driving innovative change. Parncutt has developed strong media relations experience working with journalists from around the country. Some of her clients are contributors for the Forbes Councils and Entrepreneur Leadership Network and others have been featured in Fortune, USA Today, MarketWatch, LA Weekly, Tech Times, NY Weekly, Milwaukee Journal Sentinel, CBS TV Miami, and more.

Overcoming The Paradox of Choice is Possible—And Here’s How

May 31, 2022 / marissapick / Leave a comment

If we’ve learned anything the past two years is that the only constant is change. And change is hard. As the owner of Marissa Pick Consulting, I’ve certainly felt the bumps in the road throughout the pandemic, but I’ve learned how to adapt to change and remain agile, ready to shift with the changes that are sure to come.

With rapid change comes choices, which can make it challenging to make decisions, especially when business and personal lives collide. Whether it’s choosing a career to pursue or a snack to eat, our lives are full of decisions. But how does our brain decide between an apple or Fruit by the Foot when we go to the snack cabinet for a mid-day treat? Even with routine choices, decision-making is a complex task that involves assessing the information we have (there are so many kinds of snacks on my shelf), determining our choices (which snack do I like?), examining our experience with these choices (I remember liking Fruit by the Foot as a kid), and ultimately picking what we think is the best option.

We can’t escape the need to choose, nor can we control the consequences of our decisions or the choices of others. We often put too much pressure on our choices. And somehow, we don’t put on enough pressure. This causes us to mess up at both ends. But by taking control of the process, here are some ways I was able to embrace the “paradox” of choice so that my business could continue to grow.

Embrace change. A self-described “Type A” personality, embracing change in my own life isn’t easy. But the pandemic forced me to tackle my issues with change headfirst. A planner by nature, I really struggled with the uncertainty surrounding all aspects of life. It was like a constant question mark was looming above me and it was extremely uncomfortable. As someone who thrives on predictability, accepting and welcoming change was a scary experience. But by focusing on my communication skills and leaning into a more flexible mindset, I learned that change doesn’t have to be scary. I realized that “not knowing” can sometimes be liberating and inspire you to see your world and the responsibilities that come with it in a different light. Since I stopped running away from change, routines in my business and household spheres have become a bit steadier. And if things become rocky again, the difference is that I’m more equipped to handle that.

Try to plan ahead. There are many times in life that we know change is on the horizon, forcing us to choose a path. Whether it’s following market dynamics, trends or just gut instinct, there are many ways to get ahead of the “selection process.” With my marketing clients, I’m a big proponent of prep work. I try to do as much research as possible to outline the “nice-to-have and must-have” elements of any marketing plan. For example, there are a plethora of technologies available to add efficiencies to our work, but which ones will best justify marketing budgets and boost performance?By weighing options upfront, you’ll be in a better position to provide sound counsel and judgement.

Before you start looking for ways to embrace change, you need to identify what the change is and how it will impact you. Many people think that any change which throws our plans off-course is undesirable. However, it is important to not feel pessimistic or lose hope. Review where you stand after things settle down. Identify the areas which need attention and allocate resources to them accordingly.

Reframe your thinking. Change will happen regardless of our decisions, so it’s important to identify how change makes you feel. Are you feeling sad or anxious? How can you break negative patterns or step back and reflect on your feelings? Taking timely action after adversity or change will enable you to embrace it. For example, if you break your arm, you may be unable to type, write or do other important work for yourself. However, you can look to dictation services, voice to text software, or even hire someone to support and take notes for you. By reframing your thinking and addressing a situation in a different way, you can feel more in control of the aftermath of change.

Count your blessings and smile. Life is overwhelming, and some days it’s hard to not get lost in the endless circus of life. The highlight of my day is when my kids run into my arms after school and tell me everything about their days. Kids have a view of the world that is so innocent, pure, and refreshing. My boys are so inquisitive, curious, and hopeful about the future. Every day, they inspire my husband and me to smile and have fun, and they remind us that family comes first, no matter what. Whatever it is that makes you smile, recognize it, and make it part of your daily routine. Change makes the world go around, and we are fortunate to live in a country where we hold the power to make choices (even if there are more than we would like, at times).

In the words of Bob Dylan, “Your old road is rapidly agin’/Please get out of the new one/If you can’t lend your hand/For the times they are a-changin’.” When you’re able to re-think your relationship with change, you may be surprised to discover how many more possibilities you can unlock for yourself and your business.

Stop and Read This Before You Start Your Small Business

March 11, 2022June 2, 2022 / marissapick / Leave a comment

Guest Post from Amy Collett, BizWell

As a budding business owner in New York City, you can set yourself up for success if you follow a few rules and avoid making the same mistakes many startups make. Instead of cutting corners, prepare thoroughly for this new venture. Here are a few pitfalls to avoid.

Not Having a Business and Marketing Plan

Your small business will have a better chance of thriving if you develop a business plan that provides a clear vision of what you hope to accomplish, how you will achieve it, and when it will happen. By doing so, investors and partners will be more likely to be interested in your idea, whether it’s based around products or services.

With approximately 220,000 businesses located in NYC, it’s important to make yours stand out. Create a go-to-marketing strategy template that can help keep everything on track for a product release. Using a pre-made go-to-market strategy template can help you streamline the entire process instead of creating your own from scratch. Expecting your product or service to speak for itself as a new business owner is a pipe dream.

Not Taking Advantage of Technology

Small businesses have a lot to gain from technology since it can make things run smoothly and boost profits. The use of inventory management software, project management platforms, cybersecurity protection, and cost savings can benefit your business. Other benefits of technology for your business include:

Communication with customers: Your customers can get information about your business online 24/7 through FAQs on your website. In turn, this facilitates smooth communication between your business and the public.
The efficiency of operations: Technology can help you better understand cash flow needs and save you time and space. Meetings can be held online with tools like Zoom and Skype rather than renting a physical space.
Security: Data protection and client security are vital in any industry. Make sure you invest in solutions that increase security and improve operations.

Choosing the Wrong Type of Business Entity

The wrong business entity can have a significant impact on your business as you could end up with additional taxes or be liable for issues with your business. Consider the following:

Business creation and ongoing costs: Partnerships are typically the simplest to set up, but LLCs come a close second. Corporations require more paperwork and filings.
Indemnification: Consider your assets when choosing a business structure. LLPs and LLCs are better options for securing your private assets than sole proprietorships because they separate your business from you.
Taxes: Corporations are often the most tax-efficient, depending on how you structure them, but LLCs are close behind.

Underpricing

One of the biggest mistakes new entrepreneurs make when launching a new product is underpricing. If you underprice, you won’t make money no matter how hard you work. Research your target market to determine a suitable price.

Setting Up a Business

Running a business requires a lot of groundwork and needs careful thought, from creating a business plan to choosing the right structure.

If you have any questions consider contacting Marissa Pick for digital marketing help from the social media evangelist herself. If you need more specific help consider reviewing Design Rush’s Top Social Media Marketing Agencies.

Amy Collett is creator of Biz Well, a website that helps professionals and entrepreneurs build and strengthen their personal brand.

The Future of Content Marketing Appears Bright Moving Into 2022

November 23, 2021 / marissapick / Leave a comment

The pandemic put content center stage, reminding many marketers that they must develop content that includes purpose, context, creativity, and integrity. To do so, content must add value and enhance the conversation with brands’ target audiences to facilitate engagement. It’s clear that people are looking for ways to be inspired and entertained, making it even more important for content marketers to find creative ways to connect with their audiences.

Content Marketing Institute (CMI) and MarketingProfs released their 12^th annual B2B Content Marketing Benchmarks, Budgets and Trends R epo rt last month which portrays an encouraging and optimistic future ahead for content marketing. The research within the report confirmed what many of us already knew: content marketers are some of the fiercest business pros around. In the most difficult of times, they get the job done– and many come through more creative and stronger than before.

I wanted to break down some of the key themes highlighted in this report.

Video and Events Present Prime Opportunities for Engagement

Ninety percent of content marketers say that short articles and posts (such as blogs) have been within the mix this past year. That is followed by videos (66%), virtual events/webinars/online courses (64%) and case studies (61%). But which tactics produce the best results? Virtual events, webinars, and online courses were named by 58% of respondents as a top performer (including 66% of those categorized as “most successful”) and research reports and short articles/posts were tied for second at 48%.

B2B marketers remain at a critical inflection point as we prepare for the future of events. The pandemic rapidly accelerated the digitization of events, profoundly changing the live events industry as we knew it. I maintain that most events and conferences will remain virtual until the end of 2022, but agree that the opportunity for virtual events, webinars and online courses showcases the importance of virtual and hybrid events as a MUST next year.

Given the results of the survey it’s no surprise that the top two planned areas of investment for next year are video and events. It’s clear that content marketers are looking for ways to more immersive engagement with their audience within a fundamentally altered environment. The good news for content marketers is that there are several opportunities to keep virtual events as an integral part of fostering connection and engagement.

Earlier this year I wrote an article for InEvent about the 6 Mistakes to Avoid When Planning Your Virtual Event which discussed the importance of developing great content. When you begin planning your virtual event, it’s important to remember that content is often viewed hand in hand within the overall program. That is why it’s so important to take the time to put together a cohesive look and feel and ensure you’ve outlined branding for your online event. Make sure that the content you develop promotes your speakers, sponsors, and every aspect of your program. Eye-catching and captivating promotional materials are key.

LinkedIn Remains King for Organic and Paid Social Media

It’s no surprise that LinkedIn is the top social media platform to distribute both organic and paid B2B content. It’s a viable content marketing platforms and when content is relevant for the proper audience and complimentary to the features of LinkedIn it can really pay off in the end.

B2B content marketers in this survey rated it as the most effective for both organic and paid social media. When it comes to producing results with paid social media, LinkedIn was ahead of the next-highest rated platform by 25 percentage points. For organic results, the chasm is even wider.

Overall, more than three-quarters of practitioners said their paid distribution spending has either increased or remained steady. Social media advertising and promoted posts were the most common paid distribution tactic (77%), beating out search engine marketing and pay-per-click (65%).

Content Marketing Budgets Are Rising

Although the pandemic brought a lot of businesses uncertainty, many haven’t pulled back their content marketing investments, which was at one point considered “discretionary” spending. Forty-three percent of respondents familiar with their organization’s spending said their content marketing budget increased in 2021 compared to 2020. Meanwhile, 66% say they expect their content marketing budget to grow in 2022. Very few saw decreases in budget this year or expect them next year.

The Top Marketing Challenge Ahead

Creating content which appeals to multi-level roles within the target audience and accessing subject matter experts to create content are still a major challenge. It may be because more marketers are leveraging content collaboration tools, or because so many people have been changing jobs over the last 18 months.

This challenge can be compounded if content marketers only focus on creating content that appeals to those in the C-suite, as research from Netline Corporation shows that the vast majority of content consumption happens within roles outside the C-suite. Marketers must find relevant subject matter experts in 2022 to develop relatable content appealing to numerous roles within their target audience.

I discussed the future of content generation on my blog and just like any other content marketing strategy, repackaging content is all about consistency. I recommend brands create 2-3 additional content assets whenever they publish a new article, such as developing a piece of audio content, adding a voice over, or turning a presentation into a video. Through videos, user generated content, and a variety of content types they can begin to home in on what content resonates most.

Despite the challenges of the recent past, it’s an exciting time to be a content marketer. With new approaches and channels to develop content and engage with audiences, refreshed budgets and agreement that content is king, it’s clear that there is a world of opportunity for B2B content marketers in 2022.

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Overcoming The Paradox of Choice is Possible—And Here’s How