Sometimes, you just have to brag a little. After all, how else will everyone know all of the wonderful things you’ve done? A few of us have been writing for this blog for a couple of years now, and we’ve decided to highlight our own most popular posts. Charissa Hurd’s round-up of her own All-Time Top 10 Blog Posts has garnered some attention. So, now it’s my turn. After reviewing the statistics and analytics, here are my Top 12 Terrific Marketing Blog Posts of All Time.
I am not surprised that so many infographics made the list. As we know, humans are visual beings. Images are easy to scan quickly, and we are able to instantly glean knowledge and meaning from graphics that are clean and powerful. While Charissa noted that some of her longer, meatier posts had attained wide acclaim, I am not at all shocked that short posts — especially those accompanied by large visuals — were also very well received. This is not to say that each of the marketing blog posts below are brief summaries of the infographics that accompany them… quite a few of them are also quite lengthy. I have frequently been called verbose. Writing a synopsis or a 300-word post is a challenge I accept on a regular basis, if only to practice brevity.
See what I mean?
Ahem. Without further ado, here are my Top 12 Terrific Marketing Blog Posts of All Time (according to science and data, not just my own opinion):
Top Blog Post #1
I’ve always been fascinated by spammers who send unsolicited emails to marketing professionals. Don’t they know that we have high standards? We will pick apart any and all errors, beginning with being sent an email that we didn’t subscribe to. I call this instant, once-over examination – where I mentally analyze and dissect every fallacy and gaffe – an email autopsy. There are some horribly spammy emails out there, and we (as marketers) feel your pain. One would think that spammers would know better than to spam a marketing professional, especially one specializing in email communications. Sadly, one would be wrong. We get them, too. This particular email that I received a while ago was so appalling that I kept it to use as an example of what not to do with email marketing.
Top Blog Post #2
Once upon a time, there was a CPA Firm that desperately wanted to grow. It was a good accounting firm, following the rules and regulations set forth by the regulatory agencies, providing quality client service and hiring only the best and brightest talent. It was a relatively young firm, but it dreamed of being recognized as one of the very best. It fantasized about becoming the leading provider of audit compliance for public companies. It envisioned multiple offices throughout the country. More than anything else, it wanted to grow. What did the good little CPA Firm do? It began telling stories, sharing educational and informative content in an engaging and interesting way.
Top Blog Post #3
This great infographic discusses how effective email marketing is, as well as 10 easy ways to improve email open rates. This well-designed, easy-to-follow chart presents some excellent take-aways, including astounding statistics about email marketing effectiveness and ROI. For example did you know that 70% of digital marketers see email as the top medium for ROI? Or that email earns $44.25 for every dollar spent? Would it surprise you to learn that 62% of B2B marketers plan to increase spending for email marketing? Or that email can be up to 20 times more effective than other marketing strategies? See more analysis and data in this clean and concise infographic.
Top Blog Post #4
What can Benjamin Franklin teach us about email marketing? Imagine what Franklin would see if he was alive today. Imagine what he would think. Imagine what he would create. Imagine what we would learn from him. Franklin may not be able to deliver the keynote address at the next Association for Accounting Marketing symposium, nor can he invent the next best thing since the wonderful worldwide web, but 200 years before the technology existed, his words of wisdom are remarkably applicable to modern email marketing strategies. Consider these inspiring quotes, courtesy of the master of innovation, Franklin. Review them from an email marketing perspective. Put them into context for today’s unique markets. Apply them to your accounting or other professional service firm’s marketing strategies.
Top Blog Post #5
You’ve probably seen the controversial comparison between Victoria’s Secret’s “Love My Body” and Dove’s “Real Beauty” ad campaigns. The focus of most of the trending tweets, Facebook posts, blog rants, comment boards and viral videos has been on the physiology of the ladies used in both campaigns – from weight to height to skin color to age. Some enlightened social media contributors may have even mentioned the perception of personality as a footnote. Overall, the discussion (and related controversy) has been primarily about the sexualization of women, with a particular focus on how beauty is perceived and promoted in our culture. While those are all appropriate topics to stem from the original Reddit post that put these juxtaposed images in the social cross-hairs, I would like to discuss the two campaign photos from a different perspective: How does each photo attract its respective target market and reinforce its respective company’s brand? (And using that analysis, how do exceptional professional service firms use imagery in branding their firms to attract their desired market?)
Top Blog Post #6
If you’re active on Facebook, you may have noticed that the features, layout, navigation and other elements tend to change rather frequently. The changes affect your corporate page as well as how you use Facebook to manage your reputation, talk to your customers and prospects, brand your company, and cull your newsfeed, likes, shares and comments for new leads. If it has been a while since you really investigated the nuances that exist within Facebook’s social walls, it makes sense to take a look sooner than later to ensure that you’re maximizing your social media marketing efforts. Consider doing a quick audit of your Facebook page and ensure that you’re taking full advantage of every opportunity afforded by the platform today. And keep up-to-date with more changes as they roll out, too. We have compiled a list of things you should be doing to maximize your business Facebook page. The goal, as always, is to help you engage and interact with fans, build your online reputation, grow your fan base, generate interest in your products and services, and encourage repeat visits, comments and conversations. All of this, in turn, helps you remain top of mind and enhances your visibility and exposure so you can nurture new business opportunities through relationship building.
Top Blog Post #7
Why should I hire you? What makes you unique from competitors? How are your services better than theirs? These are the common questions that marketers ask when developing a marketing plan. The simple fact is that your firm looks pretty much the same as all the others within your industry unless you can demonstrate and communicate why you are different. Personality is the key to differentiating yourself and your firm from the masses. Marketing personality is essential for success. Many professional service providers, including accountants, believe that indicating personality somehow minimizes their credibility and the seriousness of their work. Some CPAs (and lawyers) are even resistant to including personal details in their profiles and biographies, such as whether they are married, have a dozen rescued dogs, play water polo, knit sweaters for birds, sing with an a cappella choir, or have a season tickets for every football game. This is a huge mistake that could cost you new business opportunities.
Top Blog Post #8
That may be a tongue twister to say the least (not to be too tongue-and-cheek), but these 12 inspired tips have been cultivated from a number of brilliant bloggers and personal blogging experience. Whether you are writing a business blog post or a professional article for your email or print newsletter, these ideas should inspire your inner writer (or at least give you a jumping-off point to pen your next written masterpiece). Even the least experienced author should be able to draft up an interesting and poignant article by following one or more of these suggestions.
Top Blog Post #9
Great content helps you navigate through the buyer’s cycle, establish a cohesive relationship and elicit a response when the time is right. Each of these 14 content examples is compelling, proven and, when utilized with the previously-posted 12 elements of successful messaging, will help you maximize business opportunities. Email newsletters give you the opportunity to share multiple articles and announcements in one branded, consistent communication that “speak” to your target markets. You will maximize the response if your database is segmented and your newsletters are tailored to each recipient’s specific needs. Here are some tangible examples of great content you should consider when drafting your editorial calendar as part of your overall content strategy.
Top Blog Post #10
The other day, while chatting with my friend Renee and standing in line for coffee, an acquaintance appeared at our shoulders mid-sentence and dove right into his horror story of the day: he had just returned from an early morning dentist appointment, was in pain and uncomfortable, and his experience in the dentist’s chair was obviously unpleasant and unsatisfying. He clearly needed to share his misery with someone (anyone) immediately. What does this have to do with accountants? More than you might imagine at first glance, so read on to discover what your CPA firm can learn that will keep your clients from comparing you to a troublesome dental appointment.
Top Blog Post #11
Where do you work? No, I don’t mean who signs your paychecks… I mean, where do you work? What does your office look like? Is it comfortable? Is it organized? Does the space inspire you to do your best? The environment in which you work can have a dramatic effect on how productive and efficient you are in your daily work activities. Let’s use my office as an example. As you can see in this video, I love art, color and books, and have designed my office (which I actually call the “library”) accordingly. I find these objects inspiring. They also serve to create an environment that promotes learning, working, doing. At least for me.
Top Blog Post #12
SEO can be a wicked mistress to savvy marketers. She keeps changing the rules to keep us all on our toes and under her crafty spell. She explicitly tells us what to do to keep her satisfied (and she’ll only share our sites, pages, posts in her newsfeeds when she’s pleased with us) and exerts stern punishment when she isn’t (by hiding our listings). She puts us in a type of online purgatory when she doesn’t trust us. She blocks our traffic and our sites with a vengeance if we don’t pay attention to her numerous transformations. This SEO mistress has had many nicknames, personas and facelifts over the years through her relationship with Google: Hummingbird, Penguin, Venice, Panda…. Such sweet names for the somewhat sinister suzerain of all things search. SEO always remains in complete control. Appeal to her sweet spot with a strategic, holistic marketing approach through content marketing, social media marketing, inbound marketing, and website marketing. She enjoys playing with trust and page rank, too.