- 31 Aug
The State of the Marketing Industry in 2019: 7 Trends to Watch Out For
by Clifford Chi
If you work in marketing, you know of content marketing. And if you work with content marketing, you probably know that it is a booming growth and ever-evolving ecosystem. And you know that it constantly forces us to be on the lookout for the next big thing.
The Never Ending Cycle
One day we’re creating pillar pages and topic clusters to please the Google gods. And then the next, we’re overhauling our entire social strategy because another Facebook algorithm update will flatten our organic reach even more than before.
That said, trends come and go every year. But we believe that there are seven core trends that seem to be here to stay. Read the full article to learn about the marketing trends that could move from hype to reality in 2019 at HubSpot.com
- 29 Aug
3 Ways to Combine Social Media and PPC For More Conversions
- Aug 29, 2019
- Dan Hoff
- Lead Generation, PPC Strategies, Search Engine Marketing, Social Media Marketing
by David Zheng
Social media is home to billions of users worldwide. In fact, there are 2.62 billion, to be exact. And, on the other side of the dial, PPC has a proven track record. producing $2 for every dollar spent.
The problem? How can you leverage both?
Sure, you can run campaigns on Facebook or promoted posts on Instagram. Meanwhile, you can launch targeted search campaigns on Google. But, what if you could combine both, creating a seamless experience for users from start to finish?
- 27 Aug
The 5 Essential Strategies for Marketing to Generation Z
For the past few years, we have all been focused on what makes millennials tick and how to market to them. But now, that is so old news. While we still need to market to millenials for years to come, it’s time to start focusing on Generation Z.
Who are Generation Z?
Before we can even begin to think about creating a digital marketing strategy, we first need to define Generation Z. Also referred to as the iGeneration, Generation Z covers anyone who was born between 1995 to the mid 2000s. And what makes this demographic so important is that it makes up 32% of the global population.
They are extremely digitally savvy, they grew up with mobiles and iPads. And they don’t remember a time before the internet. And that is totally unlike millennials. Plus, the characteristics of this demographic make them a totally different audience to market to successfully. So, if your target market is Generation Z, then try these five strategies to increase brand awareness, leads, and sales. Read the full article at WordStream.com
- 26 Aug
Conversion Rate Benchmarks Report: How Do YOUR Conversion Rate Compare?
by Connor Bond
Here’s a bit of wisdom for you. Impressions and clicks don’t keep the lights on. If that were the case, everyone would be running a successful small business.
You Can’t Manage What You Don’t Measure
Whether you’re in lead gen, or managing your business’s online accounts, it means keeping tracking of a bunch of different metrics. You may already try to keep track of your progress. You may even go so far as to use search impression share to judge how well you’re performing. But, measuring your click-through and conversion rates are about the only way to really determine how compelling your ad copy, content or offer really is.
And one way to measure your success is to compare with industry standards and peer performance. It is the one measuer that allows you to benchmark how your conversion rates compare. And each year, WordStream creates a guide with the goal to provide the essential conversion rate benchmarks you need. And this year is no exception. To see the report and to measure how your results compare, read the full article at WordStream.com
- 21 Aug
B2B Social Media Strategies That Work For Any Industry
For so long, social media was considered the sole domain for B2C marketers. Well, that may no longer be the case. And that’s because there are now a number of brands that have seem to have broken the social media code.
Caught in the Middle Again . . .
What they have found is that for a B2B company to be successful on social media, their content needs to find the middle ground. I needs to fit between being engaging and not disrupting their audiences’ experience on the platform. And ultimately, it needs to be what their audience wants to see to truly reap the benefits of social media.
So, what is it that B2B companies have done to transform the landscape of what it means to be a brand on social media? To find out, consider these 10 B2B Social Media Strategies for Any Industry on HubSpot.com that might lead your own social accounts to success.
- 20 Aug
How to Create Compelling Brand Stories in a Noisy World
from Jeff Bullas’ Blog
Storytelling has long been considered an art form. But now, it has become a business imperative as well.
Emotions are the Sherpa in the Buyer Journey
Market studies tell us that brands with interesting, original and engaging stories can sell more than their blander competitors. And the reason? Well, stories touch upon emotions. And this is not simply conjecture. In fact, neuroscience shows that human beings make decisions based mostly on emotions. And not on logic. And surprisingly, that is the case even in the B2B space that has assumed only logic prevails.
The human brain is hardwired to be fascinated by good storytelling. And your business can benefit from that wiring. To learn how, read the full article on Jeff Bullas’s Blog.
- 16 Aug
5 Great Ideas for Innovative B2B Video Marketing
by Tom Shapiro
Video an incredibly powerful tool for B2B businesses. YouTube alone has approximately billion monthly active users. And aberdeen Group reports that video marketers generate 66% more qualified leads than marketers who don’t use video. Add to that the fact that Wyzowl found that 83% of marketers say that video gives them a significant ROI.
There’s No Law Against Making it Fun
Video is also a highly effective way to turn something mundane into something truly magical. Not only does it have the capability to highlight your brand’s creativity, but it can show off the brand in a way that is entertaining, informative and fun. And, tt shows that the company can take even the most mundane things and turn them into something magical.
But it isn’t enough to simply create videos. You need to create videos that will make your brand stand out from the crowd. So if your interested in learning some ways to make this happen for you, here’s five ways to make that happen on ChiefMarketer.com
- 15 Aug
B2B Buyers Seem to Be Engaging Sales Reps Earlier in the Process
from Marketing Charts
A recently released Demand Gen Report’s 2019 B2B Buyers Survey Report [download page] has brought up evidence that runs counter to what we thought to be true. For the past few years, we have seen data that suggests that B2B buyers were not engaging with brands until very late in their buyer journey.
A Long-Held Assumption May No Longer Be Valid
However in this study, they found that currently nearly three-quarters of respondents report that they engaged far earlier now. They indicated that they spoke to a vendor within the first 3 months of their buying process. And, in fact, it went much deeper than that with them actually engaged with a sales representative from the vendor they selected in that period as well.
One key element brought out in this study is what buyers say they value most from vendors. Of prime consideration for vendors is being able to demonstrate knowledge of their buyers and their needs. This is the one thing that sets winning vendors apart from the others. And a big part of demonstrating knowledge of the buyer and their needs is being able to provide them with relevant content.
To see more of the data and insights and for some tips on how this information can help your B2B sales cycle, read the full article at MarketingCharts.com
- 13 Aug
What You Need to Know About Email Deliverability
You click send. And your marketing email is off on its journey into subscribers’ inboxes. But when you go back to view performance, 10% of the mailing list didn’t even receive it. What gives? The emails you spend so much time strategizing about, crafting, and scheduling aren’t worth much if they don’t actually reach your target audience.
You Cant Manage What Y0u Don’t Measure, Accurately
One truly essential marketing measure that many marketers either ignore or don’t understand is email deliverability. But what is it? Simply stated, deliverability is the email’s ability to reach recipients’ inboxes rather than a “junk” or “promotions” folder. And if you aren’t measuring this, then you can’t manage your email program.
Remember that simply because an email is sent, doesn’t mean it is delivered to a person’s inbox. To learn why and how to remedy this, read the full article at MarketingProfs.com
- 10 Aug
Is Hybrid Content Strategy the Future of B2B Content?
by Tim Morral
A majority of B2B marketers plan to reshuffle their strategies and prioritize the development of short-form content in 2019. A move largely motivated by buyers’ changing content preferences. But aligning content with buyer preferences isn’t as simple as tweaking the marketing budget. Nor is it simply a matter of creating a few more social posts.
Today’s B2B marketers find themselves struggling to maximize business value. Now, they are challenged to use social, video, multimedia and gated content assets to engage audiences. And to do so on a meaningful level.
We know from the experience over the past few years that short-form content works. But as marketers, we have seen that long-form content has it’s place as well. The solution? Integration. By integrating short-form and long-form content in a hybrid content strategy, B2B marketers can increase the business impact of their content investments and engage buyers in more creative ways. To learn how, read the full article at TargetMarketing.com
- 09 Aug
3 Tips on How to Create Branded Video on a Shoestring Budget
by Keith Richey
There is growing evidence that all businesses need to develop online video as a core part of their strategy. Consider these two points. First, nearly 50 percent of web users look for videos related to a product before visiting a bricks-and-mortar store. And, add to that, 70 percent of B2B buyers watch videos along their path to purchase. Now, those are certainly compelling arguments to use video, aren’t they. And this goes for businesses no matter which industry or size.
No Need for a Hollywood Production Team Here
The opportunity is real. Even if you are a small-to-medium-sized business with limited experience with online video. With modern digital platforms, even SMBs can effectively use video to increase sales and create brand awareness.
- 07 Aug
A Handy Guide to Press Release Distribution Success
by Sam Allcock
To thrive as a small business, you need people to know that you exist and that you can help them. One way to do that is to get press coverage. But, unfortunately, coverage doesn’t just come naturally. It is something that you need to work to get.
Enter: The press release.
Press releases are important for increasing your brand awareness and helping your public relations (PR). But if nobody sees your release, you won’t get very far. You need to distribute it effectively to get your story picked up by national newspapers, magazines, or blogs.
But you may not know exactly how to do that. So, to help, Sam Allcock from HubSpot has put together a Handy Guide to help you learn how to properly create, pitch, and distribute a press release for optimal brand awareness. To see the full guide, read the full article at HubSpot.com.
- 07 Aug
6 Great Tips to a Better B2B Video
Video has increasingly become an the choice medium for many businesses. And that is because so many have found it extremely effective to drive engagement with digital audiences. In fact, video snippets have become one of the top three content types used by B2B marketers in 2018.
Short . . . Medium . . . Long. It All Works
But short-form is not the only digital media tool they use. There is mounting evidence of the impact of long-form video content and social media video stories. The reason? Well, video content appeals to viewers at every stage of their buying journey. Whether they are just being introduced to your business, or are deeper in the sales funnel and looking for more information about your products or services. Video works for them.
With video marketing being one of the top digital marketing trends, now is the time for B2B marketers to focus on creating engaging and valuable videos for branding, lead generation and thought leadership. And if you are ready to start making your own marketing videos, consider these five great tips from Christa Tuttle on Business2Community.com
- 05 Aug
How to Use Topic Clusters to Drive SEO Performance
Today, it’s no longer enough to do keyword research. While this has served as the basis of the vast majority of SEO strategies over the last decade-plus when creating content, it is beginning to drift into the fog of history. Now, we need to think more holistically about our content.
And That Means Using “Topic Clusters.” But, What are Topic Clusters?
Topic clusters are a relatively new way to think about how to write and organize content. From now on, no blog post, article, or other digital content should exist only to include the odd long-tail keyword phrase. When you write, you must think about where your content fits into the bigger picture – a picture that a topic cluster content model builds for you.
But, why are content marketers and strategists using them? And how can you start using them yourself? Let’s examine the topic and see if it’s a good fit for what you want to accomplish in this article by Eric Goldschein on Jeffbullas’s Blog.
- 03 Aug
6 Psychology-Backed Hacks for Making Engaging Videos
by Clifford Chi
It’s only natural that HubSpot would do a lot of digital marketing. After all, they are HubSpot, and central to that activity is video. So much so that they have compiled a lot of valuable insights into leveraging the natural power of video in their marketing.
Short-Form VS Long-Form
One thing that they noticed was that their one-minute Facebook videos usually receive more views than their longer videos. That would be expected. But, the seeming contradiction to this comes from the fact that their long-form videos are their third most viewed video. And when I say long-form, i mean that it is almost four minutes long.
Facebook will boost a video’s organic reach if it deeply engages viewers, so they knew their videos needed to grip their audience from start to finish. Especially since it’s four times longer than the majority of their videos. If it didn’t captivate them, Facebook could squash the video’s organic distribution.
So, to maximize audience engagement, they implemented psychology-backed hacks throughout the entire video. Check it out and see the takeaways to learn how to fully capture an audience’s attention with these 6 Psychology-based Hacks for Making Engaging Videos
- 31 Jul
Research and Case Studies: B2B Audiences’ Most Valued and Trusted Content
from Marketing Charts
For content marketing to work, it must posses authority. That is the key to achieving the primary goals for content marketing of improving brand awareness, increasing customer conversions and increasing sales revenue. This is per a new report [download page] from Ascend2.
A Preponderance of Evidence Does Support This Notion
While this report may be a bit skewed due to the survey sample (which consists in part of research subscribers), there’s previous research to support the idea that data builds authority and trust.
- A survey from Clutch recently found that research and original data is considered the most effective form of content.
- And a Demand Gen Report found that over two-thirds of B2B buyers strongly agree. The use of more data and research would improve the quality of the content created and provided by vendors.
- Then add to that research from the Economist Group. They noted credible data and the quality of research analysis are extremely valuable. In fact, they are the factors most necessary to build executives’ trust in content.
To see more of the data and insights, read the full article at MarketingCharts.com.
- 27 Jul
10 Effective Tactics for Promoting Your Content
by Mario Medina
You want to make your content marketing program work. And to do that, you need to devote a huge amount of energy, time and resources. An add to that the fact that the creative process is not easy either. It simply takes a lot to create great content.
If a Whitepaper Falls in the Forest, . . .
But, even when you create great content, it might never be seen. That is, if it’s not promoted and shared. Content promotion is critical to the success of every piece of content. And that means that promotion is crucial to the success of your content strategy in general.
After all, the more views your content has, the more likely you are to engage a customer and ultimately make a sale. So, to make sure content gets seen and has a chance at generating leads, take a look at these 10 unpaid, organic content promotion tactics that Mario Medina brings us on MarketingProfs.