Welcome to Bridgeline Digital’s daily links post on the B-Line blog named “Around The Web.” We’ll be checking in every morning with relevant (and entertaining) pieces found across the Internet about Content Management, Marketing, SEO news, and General Business News. Our hope is this will become part of your morning, a detour you enjoy as you sip on your third cup of coffee before noon. And fear not, this space is not a one-way street: We want you, dear reader, to interact with us; tell us what you like, what you hate, and what you want more of in the comments section and on Twitter.
By Bridgeline Digital
Around the Web
Hub Spot created a three question quiz to poll marketers about their biggest challenges. Sarah Goliger took the time to document the results of the quiz and offer possible solutions and explanations about the challenges.
Goliger says the top-five problems facing marketers boil down to the following:
1. Generating Traffic and Awareness
2. Targeting Effectively
3. Using Social Media to Generate Customers and Revenue
4. Keeping Up With Marketing Trends and Strategies
5. Increasing and Proving ROI
Goliger extrapolates the data further; breaking down which issues are more prevalent to a B2B marketer versus a B2C marketer. There is a lot here to play with, but the most interesting tidbit gained from the data, at least from this vantage point, was that only 1.8% of the marketers that took the quiz cited budget as a concern. This tells me companies are putting plenty of emphasis (in the form of capital) into their marketing efforts.
Speaking of marketing concerns, Dorie Clark summarized some key points in Mark Fidelman‘s new book about Social Media Social Business, “Socialized! How the Most Successful Businesses Harness the Power of Social.”
Fidelman’s salient point? Here you go:
“I don’t see social as just a marketing function,” he says. “I see it as embedding itself in every aspect of an organization. There’s no reason everything – HR, finance, sales, engineering, internal, external – shouldn’t be involved. It won’t even be called ‘social’ in five years; it’ll just be how it’s done.”
“It’ll just be how it’s done.” I love that line. Seriously, if that doesn’t resonate, I don’t know what will.
Look, people (including myself) use buzz phrases to describe significant business developments like “Paradigm Shift” and “Game Changer” — and I get it — but all that noise doesn’t matter. When a movement, like Social Media, becomes so ingratiated in business practices that it’s part of daily operations rather then a trend, it has truly arrived. “Getting social” with your business is a requirement at this point; in fact, the term almost sounds antiquated. It’s about Thought Leadership and developing your community, which, eventually, engenders brand loyalty.