- 19 Nov
What’s Your Post-Tradeshow Plan? Six Tips for a Successful Follow-Up Campaign
by Kelsey Stage
Few marketers would argue against the benefits of exhibiting at a tradeshow. In fact, businesses of any size can easily gain exposure to lots of high-quality leads in a single space. But many marketers focus too much on lead capture. And they forget a critical component to their tradeshow strategy: the follow-up plan.
Following up with leads while they’re still interested in your company is the key to getting the best return on investment from tradeshows. With the right follow-up campaign, you can ensure that the time, money, and effort you’ve invested into a tradeshow don’t go to waste.
Here are six tips that will help you nurture new leads into valuable customers at MarketingProfs
- 16 Nov
9 Easy Ways to Convert Webinar Leads into Sales
A jam-packed webinar is a beautiful thing. But you know what’s better than filling your funnel with webinar leads? Converting those leads into customers.
Plus, Webinar Leads are Some of Your Best Leads
A recent GoToWebinar study on content engagement revealed that people are willing to spend more time with a webinar than any other type of content. These are some of your most engaged leads, so make sure you have a plan to convert them.
However, the key to turning webinar leads into sales is giving your prospects a clear path forward. Too often, we focus on creating great webinar content and hosting an engaging webinar, which are both important, but we don’t spend enough time on the next step.
So, to learn the 9 Easy Ways to Convert Webinar Leads into Sales, read the full article at HubSpot.com
- 15 Nov
85% of Millennials Say They’ve Made A Purchase After Viewing A Marketing Video
from Marketing Charts
For years, Baby Boomers were the market force to be reckoned with. This generation shaped the way we market to our audiences. We developed countless techniques and tactics around their preferences and their buying habits. But, now that is all changing. And we need to change with that market shift.
Old Markets Never Die. They Just Fade Away
One key element of this shift is the growing popularity of video marketing. New statistics from a Brightcove study provide some insights into why that’s the case. Plus, when you add to this, the growing influence of Millennial buyers for both B2C and B2B markets, you have a what can be called a marketing sea-change challenge.
And with the rise of this Millennial market influence, social media has become an increasingly important vehicle for this video content. As example, the Brightcove study found that 53% of adults overall – including two-thirds (66%) of Millennials – claim to engage with a brand after watching a video on social media. And they didn’t just view and move on. Most commonly, these respondents followed up by visiting the brand’s website or conducting further research.
To see more of the data, a chance to download the original report and to see more insights, read the full article at MarketingCharts.com
- 14 Nov
The Top Factors That Slow B2B Purchases
by Ayaz Nanji
Do you sell into a B2B industry? It may seem at times that the final purchase decision simply takes too long. Now, we know that our time-line is not necessarily the customers time-line. But still, it is frustrating. You know they want to buy from you but it seems to stretch out further and further.
So, “Why Is That?” You Ask . . .
It seems that the people at Showpad had the same question. And what better way to find out than to ask actual B2B buyers to find out. So they polled 656 B2B buyers based in the United States, the United Kingdom, and Germany who made a purchase in the previous 12 months. Their report does have value in that it was based on data from a survey conducted in June 2018.
What they found out may not be a surprise, but it is certainly revealing. To see what it was that they said, and gain insights into how to solve it, read the full article at MarketingProfs.com
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- 13 Nov
Which Google Ads Network Is Right for Me? A Pocket Guide
Search. Display. Shopping. YouTube. Each Google Ads network represents unique value. You know your niche, the makeup of your business, and what you want out of your campaigns. But you’re working with a finite budget, and you want to maximize the return on every ad dollar you spend. So, the million-dollar question remains. Which network should your ads live? Or better yet, how do you allocate funds across these networks to maximize ROI? Is PPC just a giant game of Bingo?
Short answer: kind of. But it doesn’t have to be frustrating.
Especially if you’re on a budget—which, on some level, everyone is—choosing the right Google Ads network for you can feel a little like buying a car. You want to leave the lot with a vehicle that, over time, offers the most valuable return. Leave with the wrong vehicle—or, in the case of the advertiser, spend your budget in a network that doesn’t allow you to meet or exceed your campaign objectives—and you’re stuck with an asset you’ll want to lose as soon as possible. In either case, it can feel like there’s little room for error.
So, to give you a big of guidance, WordStream came up with a complete pocket guide to choosing the Google Ads network that works best for you. And to get a quick look at how they shake out, read the full article at WordStream.com
- 10 Nov
Six Tips to Ensure Your B2B Content Marketing Efforts Are Not Wasted
by Anja Skrba
Content marketing can be the backbone of a successful business. And, crafting useful, informative content that appeals to your target audience is precisely what can help you sell your offerings.
Even Those Who Get it, Don’t Get it Right All the Time
But, surprisingly, not every business focuses its efforts on content marketing. This, according to the latest content marketing research from MarketingProfs and Content Marketing Institute (CMI). And, even those that do don’t seem to have a defined strategy for their content marketing efforts.
So, if you are a B2B marketer who places a high value on content marketing, and you have a strategy to support your assets, you are already ahead of the game. But are you taking the right steps to ensure that none of your content marketing is being wasted? Here are some actionable tips that will help you make your content marketing efforts pay off and help you effectively achieve your goals at MarketingProfs.com
- 09 Nov
Filling the Funnel: Proven B2B Video Marketing Styles
by Sean Gordon
B2B video marketing has radically shifted the manner that we communicate with prospective buyers. And the overall video marketing landscape is constantly morphing in response to new strategies.
And that means that in today’s competitive video marketing landscape, a lot of catching up and jumping ahead has happened. Relying on the old methods of pushing a few product and company videos just isn’t going to cut it. Your prospective buyers are sophisticated and being courted constantly. And, in response B2B brands demand clear and clever content that is going to cater to their individual needs and concerns as a company.
Needless to say, it’s time to step up to the plate and start exploring some different takes on video marketing. So, to see a few B2B video types and where they can be used in your marketing funnel to get the best possible results for your customers, read the full article at TargetMarketingMag.com
- 08 Nov
An Effective Email Follow-up Tactic for Unresponsive Prospects
We love when successful meetings happen. But then prospects stop responding to emails and voicemails. It makes no sense. Because when good meetings end, prospects are enthusiastic. They show interest in meeting again to go deeper into your solution to their challenge. But suddenly, and without reason, crickets. Now what? Time for an effective email follow-up for unresponsive prospects.
What if you sent an email follow-up provoking them to define and explain their position to you? What if that same email message offered them a feeling of safety and control over the conversation?
This might sound too good to be true. But, there actually is an email follow-up tactic working very well lately. To learn what it is and how it works, read the full article at TargetMarketingMag.com
- 07 Nov
Why and How You Should Use Instagram’s IGTV to Improve Your Social Media Video Strategy
by Alice Oh
With its release of IGTV, Instagram is tapping deeper into the rise of video content. And brands and marketers have taken notice. The new platform is a great place for content creators who want to use longer-form videos. Major brands, including Netflix, Chipotle, and Nike, have taken advantage of it, publishing content for their IGTV channels.
Take the Path Less Traveled and Win
And now, IGTV represents an opportunity to dominate long-form vertical video content in a space that’s less flooded with content from competitors. Therefore, content will be more easily visible and accessible to their followers. Brands that take advantage of this in-depth viewing experience now can become an early pioneer and reap the benefits.
So, if you want to elevate your social media video efforts, here are a few ideas that can help your brand best harness the power of IGTV. So, here are 7 tips to help marketers use IGTV at MarketingProfs.com
- 06 Nov
B2B Email Newsletters: Format, Length, and Frequency Trends
by Ayaz Nanji
Thinking of developing a newsletter? Then you may need answers to some key questions.
Questions. Questions. So Many Questions.
First, what is the most popular B2B email newsletter format? How many messages do marketers send each month? Whom do newsletters come from? How long are they?
To find out, Find A Way Media examined 78 marketing email newsletters [download available] sent by B2B companies that operate in a range of different verticals. The researchers analyzed messages sent by the firms over a three-month period to determine format, length, sender, and frequency trends.
The researchers identified four common B2B newsletter formats and to see what they are and how they work, read the full article at MarketingProfs
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- 05 Nov
B2B Salespeople Say They Get the Best Results From Referrals
from Marketing Charts
We know that word-of-mouth is the most powerful purchase influencer for consumers. But, what is not so obvious is that it works in B2B too. A new study [download page] from ValueSelling Associates finds salespeople consider referrals as the most effective method for reaching prospects. And this is far ahead of any other method.
Prospect Engagement is the Key Here . . .
Studies show that getting targeted prospects to engage is and obstacle. In fact, it is the top B2B demand generation challenge. And, recently, Bizible also found that word-of-mouth/referrals were said to have the biggest impact on revenue. But, interestingly, these studies show an interesting twist. They indicate that prospects were even more likely to initially engage with a vendor if the salesperson offered target-specific information as well.
To see more of the data and insights, read the full article at MarketingCharts.com
- 03 Nov
Facebook Ads Checklist: 5 Quick Questions to Ask Before You Hit “Go”
Congratulations, you got your ad spend approved! SEM is ready to go, display ads are starting to get served up, and your new native advertising partner has such a subtle touch that the users will never even know (yeah, right…). Now it’s time to finish up your Facebook ads and hit “go.”
Not So Fast, There . . .
Your Facebook ads shouldn’t just be passable to get started. They should be set and ready to start attracting clicks and generating leads right away. To make sure that your ads are good and ready, take a few minutes and go through our quick Facebook Ads Checklist before you start spending that money.
Here are the five questions you need to answer before you launch that new Facebook ads campaign at WordStream.com
- 02 Nov
Five Email Deliverability Myths Debunked
by Tim Moore
Increasing email engagement is marketers’ top priority. Plus, it remains their top challenge. And what complicates this is that it may be email deliverability issues that are undermining their efforts.
And for years we have been told that the path to better email engagement is paved with witty subject lines and colorful design. However, this is not so. In fact, no amount of clever wordsmithing or quick fixes to appearance will mend that fundamental block to engagement. The issue is poor deliverability.
And when that happens, it’s not a pretty sight…
So here’s a list of five of the most dubious myths marketers need to unsubscribe from. To learn how to increase email deliverability and obtain better email results, read the full article at MarketingProfs.com
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- 01 Nov
Better B2B Email—10 Quick Tips
Could your B2B email campaign use a boost? At Connect to Convert, Mary Hart shared 10 surefire tips marketers can use to improve their B2B ROI.
Hart—a senior writer, content marketing at life sciences supply chain solution TraceLink—noted that above all, marketers must test and keep the metrics in mind. This is especially important if they want to achieve email nirvana. “Track everything,” she says. “Know what people clicked and when they clicked. Track it all.”
So, what else did she say? Read the full article on ChiefMarketer.com to find out and to learn her 10 quick tips on how to achieve Better B2B Email.
- 31 Oct
The AIDA Model: A Proven Framework for Converting Strangers Into Customers
by Clifford Chi
In 1898, Elias St. Elmo Lewis anonymously wrote a column about three advertising principles he found useful throughout his career. Through the years this model matured to become a standard that typically expressed as the acronym, AIDA. And is widely used in the advertising industry. In the digital age, brands have even based their entire marketing strategy on the AIDA model.
But, What is The AIDA Model?
The AIDA model describes the four stages a consumer needs to go through to become a customer. The stages are Attention, Interest, Desire, and Action (AIDA). And during these four stages, your content will ideally attract attention to your brand, generate interest in your product or service. And, even go so far as to stimulate a desire for it, and spur action to try or buy it.
As Proven Formula, it Can Guide Your Content Creation
The AIDA model is a sturdy framework for guiding your audience through the buyer’s journey and spurring them to act. And if you apply it to your content marketing, you’ll be leveraging a proven formula that can consistently engage, persuade, and convert an audience into customers. So to learn how, read the full article at HubSpot.com
- 30 Oct
What is Google AMP? A 2-Minute Rundown
by Clifford Chi
In a society hooked on instant gratification, people don’t like waiting for things. And that’s why over 25% of visitors will leave a website that doesn’t load in six seconds.
Fortunately, in 2016, Google launched their solution to sluggish mobile web pages. They called it “The Accelerated Mobile Pages Project” or “The AMP Project”. And the technology can load web pages in less than one second and use 10 times less data than regular web pages.
But, Really, What is Google AMP? And Do I Need to Use It?
Briefly, Google AMP is a website publishing technology that lets you create web pages that load almost instantly on mobile phones. So, for more details on how it works, read the full article at HubSpot.com
- 29 Oct
The Insider’s Guide to Strategic B2B Webinar Campaigns
by Rohan Ayyar
Webinars have been increasingly used as an interactive, visual form of content marketing, for both educational and promotional. In fact, about 60% of B2B marketing teams make webinars a key part of their content strategy.
Just Because “Simply Everyone” Does it Doesn’t Mean it Works
However, just because something is popular doesn’t mean it’s working. Current engagement rates for most webinar watchers are pitifully low. In fact, dipping to 15% in some cases.
But capturing their attention is essential for growing conversion rates. After all, an unengaged audience is not likely to convert into customers. So, here are a few strategic B2B webinar pointers on how to do that at TargetMarketingMag.com
- 27 Oct
6 Simple Tweaks to Boost Lead Capture Form Conversions
You wouldn’t be the only business to experience contact forms going stale. It seems that just 22% of businesses are happy with their conversion rates. Ant that means the majority of us have plenty of room for improvement.
So why isn’t the traffic we’re driving to our website actually converting?
Good question. Why doesn’t it convert into high-quality lead form submissions? Now, the answer isn’t necessarily a problem with products, services, or offerings. In fact, there are several factors on the form itself that could influence the volume of conversions you’re getting—ranging from your page layout to a form that’s too complex.
Here are six simple tweaks to boost your form conversion rate and encourage those high-quality leads to convert at WordStream.com
- 26 Oct
6 Tips for Writing Compelling Bullet Points
by Clifford Chi
Bullet points are arguably the most versatile tool in a writer’s arsenal. They break up your writing, making it easier to digest. And by drawing more attention to your ideas, they can also inspire action.
Whether you’re writing landing page copy that aims to convert visitors into contacts, or a work report that aims to persuade your team lead to pursue your proposed strategy, crafting compelling bullet points is crucial for making your ideas easier to understand and encouraging your desired action.
Here are six ways you can do that at HubSpot.com