- 18 Sep
How B2B Marketers Are Using Webinars and What’s Working Best
Marketers have found that webinars, as a form of event marketing, are one of the most successful top of the funnel demand generation tactics. And consequently, more than three-quarters of B2B marketers are using webinars as part of their marketing mix. This, according to new research [download page] from Demand Gen Report and GoToWebinar.
So, Webinars Are Still A Top Performer at Top-of-Funnel
The survey of B2B marketing practitioners reveals some significant trends. As example, they found that close to 4 in 10 of B2B marketers say that the quality of leads from webinars are higher than from other channels. And nearly half say that webinars provide better quality leads based on engagement.
The benefits do not stop with lead generation. Marketers also say that webinars provide them with the ability to obtain customer insights. And even more importantly, a large percentage of respondents also indicated that they’ve experienced a better conversion of leads to opportunities from webinars.
To see more of the data and insights, and to download the original study, read the full article at MarketingCharts.com
- 16 Sep
How to Improve Website Engagement in the Era of Information Overload
- Sep 16, 2019
- Dan Hoff
- Content Marketing, Search Engine Optimization, Website Conversion Strategies
from Jeff Bullas’ Blog
Despite the best efforts of marketers who spend hours crafting click-bait headlines for social media, most of us scroll straight past them. But unfortunately, this is the most likely behavior of your customers too.
The Information Overload Epidemic is Real
And it’s posing a dilemma for marketers who are desperately searching for attention. So, how can you get people to pause, observe what it is you have to say, and engage with your brand?
Today, is seems that everyone is publishing more and more content in an effort to get noticed. Yet, the impact is often counterproductive to gaining attention. It seems that no one has time to pause. So, how do improve website engagement in this era of information overload? To learn the 3 critical tips, read the full article on Jeff Bullas’ Blog.
- 13 Sep
Qualities of a Powerful Word-of-Mouth Marketing Strategy
You probably noticed it happen. It seems to have been an overnight sensation. One day, a product jumps into your consciousness and BOOM. They are huge! And it seems to have been instant success with absolutely no marketing effort. Right?
Watch Your Mouth There Young Fella . . .
Well, the cold, hard reality is far different than that. Any company that seems to have achieved remarkable growth may appear to done it with no marketing effort. And that is probably because their fame and fortune was won through word-of-mouth marketing. The fact is that the companies that benefit from word-of-mouth marketing appear to catapult from nothingness into fame and fortune.
And, this marketing strategy is appealing because it is relatively inexpensive. But successful word-of-mouth marketing takes work and serious marketing savvy. It means leveraging many components of inbound marketing like product marketing, content creation, and social media marketing.
And if you’re trying to achieve success a word-of-mouth approach, and you need inspiration, then read the full article at HubSpot.com to learn what it takes for word-of-mouth marketing success.
- 11 Sep
10 How-To Videos That Really Work And Why They Do
On the internet today, video is everywhere. And for marketing, it is at every stage of the buyer funnel.
Hearing is One Thing. Seeing is A Whole Different Level
As an example, have you ever learned how to do something with the help of an internet search? The answer is most likely a resounding “yes.” In fact, videos are an especially compelling way to learn how to do something online. That’s because, well, the video shows you exactly how to do it. I’m not alone here, either — most customers would prefer to watch a marketing video rather than seeing an ad.
So if you’re among the 45% of marketers who are adding video content to your strategy this year, there could be a lot of value in making videos specifically for those in your audience who are trying to learn how to do something, too. And in this post, you will see exactly how popular these searches are on YouTube and other platforms, and what you can learn from eight how-to videos about how to make great teaching videos of your own, all at HubSpot.com
- 10 Sep
Understanding Modern Marketing: Marketing’s Evolution and Digital’s Impact
by Elliott King
We know that “digital” has changed much of our business world. But, exactly how has digital changed the marketing and sales funnel? Are the 4Ps still important for successful marketing? Are they even relevant in today’s digital world? Or, has the emergence of customer-centricity supplanted them? And what’s the new relationship between Marketing and Sales?
All Good Questions. But What About Some Good Answers?
There is ample evidence that the customer has taken control of their buying process. Their entire methodology for how they research their purchase has fundamentally changed. And, this shift is continuing to change at a rapid pace.
This all means that it has become increasingly important that sellers and brands understand how to respond. In this article Elliott King explores the rise of “digital” in marketing, its origins and its impacts on traditional sales and marketing strategy. So to learn more, read the full article at MarketingProfs
NOTE: A Free Registration pop-up may open on this site. A Free ChiefMarketer Registration may be required to read the full article.
- 09 Sep
How to Create an Email Newsletter People Actually Read
by Ginny Mineo
Even though e-newsletters are one of the most common types of emails to send, they are actually some of the hardest to do right. And to get them right, you need to be aware of a number of potential problems and pitfalls.
First Things First . . .
First, and most importantly, you need to ask yourself one simple question. “Do we really need a newsletter?” Now, while that may seem to be a rather odd question to come up with, it is one of the most important issues to review at the outset of you considerations. But, surprisingly, it is one of the questions very few seem to ask themselves.
So, do you want to ace your new email newsletter project, or rejuvenate an old one? Or, if you’re looking for some inspiration, here are some awesome email newsletter examples you can check out at HubSpot’s Blog
- 05 Sep
The Complicated Relationship Between Social Media and SEO
by Kipp Bodnar
Inbound marketing is in the middle of an interesting evolution. While search has traditionally been a major source of traffic and leads for businesses leveraging online marketing, that is changing. Now, with the growth of social networks, social media marketing is becoming even more important.
But, Which is More Important?
The answer? Both can be key to your strategy. They both can, and should, work together. But the key to understanding how and why they need to work together is to think about the problem both search and social solve. They both offer information discovery. And, leveraging both strategies will give you more chances for audiences to discover your brand.
As a marketer, how can you integrate your efforts across both platforms? To find out and to learn how to apply this to your unique business environment, read the full article at the HubSpot Blog
- 02 Sep
Facebook How to for Business: 25 Facebook Marketing Tips and Tricks
Some of the younger demographics are passing up Facebook in favor of tools like Instagram and Snapchat. Even with that, Facebook still dominates the market. With 1.09 billion people logging in daily, it still commands the position as the most popular social network. And that doesn’t even include the fact that Facebook owns 77% of all social logins.
If You Build It,
HeThey Will Come . . .
If you want your business’ content to reach consumers, and even business leaders, having a presence on Facebook is a given. But to make the most of your Facebook Page you need to optimize your Facebook presence. However, learning all the nuances of various social networks can be a tricky. And it can be a time-consuming feat, especially considering how frequently they add, remove, and modify features.
To help you stay ahead of the curve, Lidsay Kolowich from HubSpot has put together a handy cheat sheet that businesses can use to make the most of Facebook marketing. To see the entire list and to learn how to apply them to your business’ goals for using Facebook, read the full article at HubSpot.com
- 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