Modern Marketing Event: 12 Things You Should Focus on Today

Posted on May 26, 2016 2:59:24 PM by Kevin Page

We had a great event this week at the Day Block Event Center, full of great insights and key takeaways for marketers. The event was called “Online Brand Presence: Meet Your Customers’ Modern Marketing Expectations,” featuring a panel of industry experts from StoryTeller Media + Communication (Inbound Marketing and Video Agency), Irish Titan (Web Development Firm), HubSpot (Marketing Automation Software), and Wistia (Video Analytics Platform).

Overall, the event was a huge success — with over 70 business owners, marketers, and salespeople in attendance. The panelists answered questions and held discussions on topics such as the creation and promotion of content (written and video), lead conversion best practices, buyer persona development, technology trends, and more.

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Posted in Inbound Marketing

The Marathon Man: How Jim Chalmers Inspires Others Every Time He Runs [video]

Posted on May 25, 2016 12:47:08 PM by Kari Jo Faulhaber

In the wake of the 2015 Special Olympics World Summer Games in Los Angeles, my family and I attended a send-off celebration for Minnesota athletes traveling to California to compete. We strongly believe in their mission of promoting inclusion and providing opportunity for people with disabilities. It’s making a difference, and we’ve seen it specifically with my brother, Zach, who’s a Special Olympics athlete.

Among the positivity and inspiration floating throughout the room, there was one special story shared on stage by a Special Olympics athlete that left me stunned in my seat. It was Jim. He recalled the emotional ups and downs of living with Cri Du Chat syndrome and played on metaphors of how the opportunities Special Olympics has given him dramatically changed his path. I sat in my chair that evening and knew I had to tell Jim’s story. The next morning, I approached Ed Heil, the owner of StoryTeller, and he agreed within seconds.

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Blurring the Lines of Marketing & Journalism: What I Loved About HubSpot Partner Day

Posted on May 20, 2016 4:42:43 PM by Gregg Litman

After spending most of my career as a journalist, I’m finally starting to feel like a legitimate marketing executive after attending HubSpot’s Partner Day in Boston. Partner Day is a big deal in the HubSpot world, an exclusive event for the leaders of the top agencies in the country. And although I learned plenty of tips, tricks, and trends from HubSpot’s best and brightest (impressive, because this is a company that only hires the best and brightest in the first place), it was Brian Halligan’s keynote speech that proved a former journalist can not only find a home in the marketing world, but may be positioned at the front of it. Halligan’s vision for marketing’s future lands squarely in the spot journalists have been standing on for years: providing helpful, truthful information — particularly video. 

HubSpot, Journalism, and the Future of Marketing

Halligan is the guy who co-founded HubSpot back in 2006. The guy who hitched his wagon to the idea that a buyer’s journey usually starts in the Google Search Bar. So HubSpot created tools to embrace that journey – blogs to answer the questions people are searching for (and create website visitors), call-to-action buttons to promote content offers that might be relevant to them, and landing pages with forms to convert the visitors into leads, along with email marketing and analytics tools to nurture them into customers – using content as the magnet in every step of the journey.

Frankly, that Inbound Marketing Methodology works even better today than it did when Halligan and fellow visionary Dharmesh Shah launched HubSpot ten years ago. It absolutely connects with the buyer's journey. But what about the next ten years? What will Halligan’s baby look like as a teen? He did some research and laid out a vision for the next ten years that truly inspired me.

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Posted in Hubspot

How to Create the Best PPC Campaigns for Lead Conversion

Posted on May 19, 2016 11:34:09 AM by Adam Proehl, NordicClick

I’ve been around B2B Lead Gen Pay Per Click (PPC) campaigns long enough to know that they can go one of three ways:

  1. The program can be a cost effective way to successfully drive leads at a return rate that makes complete financial sense for an organization.
  2. It successfully drives leads, but mostly not the kind you’re looking for. For those you do get, it isn’t nearly enough to justify the financial commitment and the time it takes from your team.
  3. You get little to no leads out of the engagement and the whole thing costs you way too much time and money.

Last week the StoryTeller team was kind enough to invite me to share a few key insights on PPC marketing in a brief webinar.  If you missed it, you can watch it on-demand here and if you follow the advice you’ll be more likely to have the experience outlined in path #1 (noted above).  We only spent 30 minutes talking through some high level examples and concepts, but the topic is complex enough that you can spend a whole day talking about each of the core components required to make it successful.

Below is an illustration that shows the key components necessary to make up a well-orchestrated PPC campaign and achieve the type of results that really make it worthwhile.  If you get ANY one of these pieces wrong, your program won’t be effective for you. 

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Posted in pay per click

Measuring the Effectiveness of Traditional Marketing

Posted on May 16, 2016 3:36:17 PM by Ed Heil

Doubting Thomas comes to mind when I think of the struggle many old school marketers have when it comes to letting go of their past marketing methods. For decades, traditional marketing has been straightforward — businesses create and hone a message, buy advertising, let campaigns run, and track impressions. The deliverable is empirical — an advertisement, print collateral, or television spot - and a Marketing Director can say, that advertisement cost “x” dollars — a straight up exchange. Unfortunately, measuring the effectiveness of traditional marketing is squishy and it is losing its effectiveness in the 21st century.

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Posted in Inbound Marketing

7 Examples of Highly Effective Lead Forms That Convert

Posted on May 12, 2016 10:29:46 AM by Kelly Adams

Picture this: You've spent hours working on that piece of advanced content or perfect set of lead nurturing emails, created a beautiful CTA, and brainstormed the perfect copy for the landing page. You quickly add a form, click "Publish," and wait for the leads to roll in. Unfortunately, they don't.

What gives?

Before you scrap everything, give your form a once-over. It may not seem as important as content that resonates or mobile-friendly templates, but your form can make or break your conversion rate. Here are seven rules that highly effective lead forms usually follow:

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Posted in landing pages, lead conversion

[Webinar] StoryTeller and NordicClick: How to Maximize PPC Campaigns for Lead Generation

Posted on May 10, 2016 12:04:25 PM by Brittany Laeger

One of the biggest challenges facing marketing departments today is trying to figure out how to get your business or brand on the first page of search. Organizations of all sizes know all too well the significance that search engines play in the role getting your company found by your targeted audience. How much of your marketing budget should you be spending on SEO? When is it appropriate to overlay a PPC strategy with your organic strategy? How do you ensure that you are going to get the best return on your PPC spend? These and many other questions will be answered in our upcoming webinar, Maximize PPC for Lead Generation, co-hosted by Adam Proehl from NordicClick and Kathy Heil of StoryTeller.

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Posted in advertising, Inbound Marketing

Meet Our New StoryTellers

Posted on May 3, 2016 10:07:52 AM by Ed Heil

2016 is shaping up as a year of growth and excitement for StoryTeller Media + Communications, with the move to our beautiful new offices, and now the addition of two new StoryTellers. Kevin Page and Josh Matrella started on the same day, live within easy bike rides of our new location, and came to StoryTeller with great Inbound Marketing experience. But despite their similarities, they will play very different roles on our team. Kevin is our new Account Strategist, and Josh is our new Business Development Associate, so they both deserve separate introductions.

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