Baer says, “Digital marketing education is changing, and we’re changing too.Starting today, we are completely overhauling our email.Starting today, we are launching….Definitive: High grade digital marketing guidance, topically sorted, and curated to the max.Each day (M-Th) we select a topic and provide you the 3 best resources about that topic from across the Web.Resources we feature in Definitive may be:e-booksvideosrecorded Webinarsblog posts”.The Evolution of Digital MarketingJay Baer’s ‘Convince & Convert’ Blog [...]

Baer says, “I read influencer marketing blogs and newsletters every day. Don’t get me wrong—a good tips post has helped me greatly over the years. But I’m a sucker for posts containingfacts, strategies backed up with data, and most of all… charts!There is always good research coming out in the world of marketing, but in the past few weeks, the quantity and quality of data published has increased greatly. For this post, I’ve rounded up some of my favorites.Partnering With Influential MomsYesterday, I published a case study on how Lake Tahoe worked with mom bloggers for a press... [...]

Baer says, “Now how many of those were read today? Your guess is as good as mine. A very teeny tiny minority, if you choose to rely on the most basic 80–20 Pareto’s Principle. But have you noticed the number of views, shares, and comments when the post is written by people like Seth Godin? Or Neil Patel? Or Arianna Huffington?So what are the qualities or distinct characteristics that mark these super bloggers, setting them on a plane higher than us lesser mortals? I am inclined to think that entry to this rarefied region is free, as long as you get these three steps just right. Read... [...]

Baer says, “We all know it’s essential to create great (and ubiquitous) content. But the time pressures are real. Most of us—even if we have a team backing us—can’t spend dozens of hours each week writing blog posts, engaging in witty real-time banter on Twitter, sharing insightful articles on LinkedIn, and building robust online communities.As I describe in my new book Stand Out, however, there is a solution: leveraging your investment in content creation. Even before you put the metaphorical pen to paper, think through your plan for content dissemination. As social media strategist... [...]

Baer says, “When people talk about thought leadership in business, it’s usually with some sort of public relations slant. The term itself has become a catchall that people often use to label a variety of promotional efforts—including strategic PR. And while thought leadership certainly has its place in that side of the house, it also can work really well as a marketing tool.In marketing, we focus much of our time around gaining exposure, attracting new customers, and providing resources to existing customers. Thought leadership (or people-powered marketing, as some like to call it) can... [...]

Baer says, “If you haven’t noticed, the creators movement is in full swing, with new developments from YouTube, Snapchat, Vessel, and more. With the proliferation of text and user preference toward visual and audio-based content, the highly connected user bases of the big social networks, and trust in peers vs. companies, I have no doubt as to why the creators movement is taking off.There are many lessons that marketers can learn about the new class of creators. We can certainly learn a lot about the type of content that is created, interacting with a community, and monetizing attention.For... [...]

Baer says, ““A-B-C. A: always, B: be, C: closing,” is the immortal advice Alec Baldwin’s character Blake imparts to a group of hapless salesmen in the movie Glengarry Glen Ross. This basic sales tenet has not changed much since, but the role of sales and marketing has definitely moved on (for the better).Although many companies are taking social selling seriously these days and developing asolid social selling strategy, who within your organization actually owns it?The obvious answer would be the sales team. They’re the ones selling. But the reality is that in many organizations,... [...]

Baer says, “If you’re reading this (or listening via the new Convince & Convert podcast) you’re probably either creating online forms, or are somehow trying to get people to fill them out.Think about the impact forms have on our jobs as marketers, on our businesses, on our success and failures. They are indispensable. But yet we don’t spend much time talking about them, and how to improve their effectiveness.I teamed up with my friends at Formstack (a great sponsor of Convince & Convert) to help fix that information gap”.Boost Online Lead Gen With These 4 SecretsJay Baer’s... [...]

Baer says, “Peter Drucker said, “Efficiency is doing things right; effectiveness is doing the right things.”So I assume you’ve heard from nearly every content marketing blog out there how to do the right things. That’s being effective.For example, here are some things effective blog editors do:You plan awesome content.You use a workflow to manage your team and guest authors.You complement your posts with visuals and free content.You share your content with social media”.How to Hack Your Efficiency with an Agile Blog Planning ProcessJay Baer’s ‘Convince & Convert’... [...]

Baer says, “These days, mobile strategy is an imperative for marketing departments across every industry. While today’s CMO is looking at mobile advertising and optimizing websites for tablets, the first word on everyone’s mind is “app.” Developing an app isn’t the right solution for everyone, so how do you determine what mobile strategy makes sense for your business?Think about your business challenges. What processes do you, your staff, and your customers follow that could use a makeover?Apps can do just about anything, but a mobile strategy is essential to determine how a mobile... [...]