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- 23 Feb
What is LinkedIn Interest Targeting for Advertisers?
- Feb 23, 2019
- Dan Hoff
- 0
- B2B Marketing, LinkedIn, LinkedIn Advertising
by Conor Bond
There is a relatively new feature available to LinkedIn advertisers. Its called LinkedIn Interest Targeting. Now, you may be asking, what the heck is that?
What Is LinkedIn Interest Target Advertising?
The idea may sound familiar. It operates in the same principle as does Facebook interest targeting. Unlike search advertising, it doesn’t targeting ads to shoppers directly. Rather, it serves ads based upon behaviors.
And that means it gives you the power to serve ads to highly relevant audiences. So you can focus your ads on the people whose behavior indicates they’re interested in you’re offering. Now to see how it works and how you can make it work for you, read the full article at WordStream.com
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- 21 Feb
What is the Value of B2B Thought-Leadership Content?
- Feb 21, 2019
- Dan Hoff
- 0
- B2B Marketing, Content Marketing, Thought Leadership
by Ayaz Nanji
Have you ever wondered what is the impact of thought leadership content? And what do your customers think about your content? Now those may seem a silly question to ask but that didn’t stop Edelman and LinkedIn. They asked those very questions in a recent study [SlideShare available].
The report was based on data from a survey of 1,201 businesspeople in the United States who work for firms in a wide rage of industries. And they found that a 89% of B2B buyers say that thought leadership content from vendors has impact for them. In fact, they indicated that it increased their awareness of sellers. Additionally, 45% even indicated that it was that thought leadership content that led them to invite them to bid on a project.
The value of thought leadership content didn’t stop there however. They also found that 58% indicated that it directly led them to award business to an organization. And the buyers said that increased the value they placed on the vendor and that it enabled the vendor organization to command a premium price.
Still not convinced that thought leadership content works? Then see even more of the numbers, view the original report at MarketingProfs.com
NOTE: A pop-up opens on this site and a Free MarkeitngProfs Registration may be required to read the full article.
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- 14 Feb
How Important Are Online Reviews for Local Businesses?
- Feb 14, 2019
- Dan Hoff
- 0
- B2B Marketing, B2C Marketing, Marketing to Millennials
by Ayaz Nanji
Being in business has become an increasingly complex proposition. Whether you’re a small local shop or a regional manufacturer, because of the internet, your business life has changed. One of the newer and more complex ‘moving parts’ of this complexity are online reviews.
And that’s because consumers, especially younger ones, are becoming increasingly reliant on online reviews. According to recent research from BrightLocal, more and more consumers rely upon those reviews to assess local businesses. In fact, some 86% of respondents say they read the online reviews of local businesse
To see all more insights and to download a copy of the original report, read the full article at MarketingProfs.com
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- 12 Feb
5 Infographics to Teach You How to Easily Make Infographics in PowerPoint
- Feb 12, 2019
- Dan Hoff
- 0
- B2B Marketing, Content Marketing, Website Conversion Strategies
by Erik Devaney
Don’t belive the headlines over the past several years proclaiming “infographics are dead.” Actually, infographics are alive and well. In fact, as of 2018, the use of infographics among B2B marketers has increased. And, this was the most of any in the last four years, now at 65%.
According to John Medina, adding an image to written content can increase the retention of that information by 55%. Wow! But how can those who don’t necessarily have a design background, or the budget to hire a designer create professional-looking infographics?
Here’s a Little Secret: Use the Software You Probably Already Have
That’s right, PowerPoint can be your best friend when it comes to visual content creation. And to help you get started, the active minds over at HubSpot have some great advice plus templates you can download and use for free. So, read the full article and get your free templates at HubSpot.com
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- 11 Feb
Insider Tips For Increasing Your LinkedIn Leads
- Feb 11, 2019
- Dan Hoff
- 0
- B2B Marketing, LinkedIn, Social Media
Social media has revolutionized the way people meet and create new networks. And while Facebook, Twitter, and Instagram boast billions of combined users, LinkedIn is special in its kind of demographic and appeal.
According to Hubspot, LinkedIn is the best social media site for generating leads. It boasts a conversion rate of almost 2.74% for visitors-to-leads. That compares to less than 1% for Facebook and Twitter. And with over 500 million global users and 3 million users getting 9 billion weekly impressions, LinkedIn leads. It is one of the best ways to get connections in your industry, or acquire new customers for your business.
So, armed with this information you simply can’t afford to ignore LinkedIn. And if you’re seeking professional mileage, here are 9 great tips to increase your connections, leads, and conversions on LinkedIn on Jeffbullas’s Blog.
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- 09 Feb
Some Great Tips for Optimizing Your LinkedIn Presence
- Feb 09, 2019
- Dan Hoff
- 0
- B2B Marketing, LinkedIn, Social Media
For many people, the bulk of their LinkedIn activity is the digital equivalent of collecting a pile of business cards. But those with the savvy to turn their LinkedIn profile into a resource for visitors will make meaningful—and profitable—connections.
It’s Simple: Make Your LinkedIn Presence a Useful Resource, And Connect
LinkedIn can be an incredibly valuable resource for B2B marketers. It seems that 74% of respondents to Chief Marketer’s annual B2B Outlook Survey indicated that LinkedIn works. They said LinkedIn was their most effective social channel for B2B marketing. And that outpaced other channels such as Facebook, Twitter, Instagram and even YouTube.
But it all takes work to achieve success on LinkedIn. In this piece, Patrick King, founder/CEO of Manassas, VA-based marketing agency Imagine offers nine tips for improving your LinkedIn presence, both as an individual and a brand. And, to learn what they are and how you can use them to Optimize Your LinkedIn Presence, read the full article on Chief Marketer.
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- 07 Feb
4 Eye-Opening LinkedIn Video Marketing Trends You Need To Know
- Feb 07, 2019
- Dan Hoff
- 0
- B2B Marketing, LinkedIn, Video Marketing
This is no no fluke. Video is becoming more prevalent on LinkedIn. Throughout 2018, LinkedIn ushered in a suite of changes that made video content a first-class citizen. And it’s becoming increasingly obvious that LinkedIn is really pushing and rewarding B2B video content on their platform.
What Trends Can We Expect From Savvy B2B Marketers?
For one, throughout this year, video will become more and more common on LinkedIn. Now, creating quality content aligned with your goals has never been easier on LinkedIn. And there are some significant trends that you can expect from this shifting dynamic on the platform.
To see the latest video trends that we can expect from savvy B2B marketers on LinkedIn, read the full article on Jeffbullas’s Blog.
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- 02 Feb
The Importance of Using Social Media in B2B Advertising
- Feb 02, 2019
- Dan Hoff
- 0
- B2B Marketing, Social Media, Social Media Marketing
Most marketers are aware of the value of social networks in B2C campaigns. However, they often overlook social media as a useful part in B2B advertising. But, dispelling the myth that social media cannot be a utility for B2B advertisers starts with understanding the role social plays.
Facebook, Instagram Twitter, YouTube and LinkedIn Too?
Each social media platform has a place and purpose in B2B brand building. After all, business decision-makers have social lives and social accounts, too. We can assume that users may not immediately be in a business mindset when using Facebook or Instagram. But, with tailored content that serves as an introduction can unobtrusively spark interest.
Now, to learn how to do that, read the full article at TargetMarketingMag.com
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- 25 Jan
Do You Subscribe to the Subscription Service Trend?
- Jan 25, 2019
- Dan Hoff
- 0
- B2B Marketing, B2C Marketing, Digital Marketing, Marketing Strategies
Today you can subscribe to pretty much anything. You can subscribe to razors, or dog toys and clothes. And you can even subscribe to cosmetics, or ingredients for a complete dinner or fine wines.
On the B-to-B side, there’s Leadership-in-a-Box, Mentor-in-a-Box and many more. But dont think that it’s all consumable products. Now Porsche even has its own subscription offering.
This whole move is a fascinating cultural shift and it’s worth thinking more about, in terms of how we go to market with our products and services. But, what are the elements that make a subscription model work? To learn what they are, read the full article at the McLellan Marketing Group Blog.
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- 23 Jan
Emotions Matter: Why Your B2B Marketing Must Connect Before It Can Convert
- Jan 23, 2019
- Dan Hoff
- 0
- B2B Marketing, Conversion Strategies, Marketing Communications
Do Emotions really matter in a B2B purchase decision? Or is it always simply a matter of logic and not emotions?
“Just the facts ma’am. Nothing but the facts . . .”
For B2B marketing, the trick is in making an emotional connection without making your case emotionally. We can’t “chew the scenery,” so to speak. We simply don’t have an audience that is as passionate about our services as consumers are about trucks or chocolate or puppies and kittens in need of forever homes … But we do need to make sure we’re connecting with our audience on a level other than “just the facts, ma’am.”
Even with the necessity of a more restrained approach, we do need to create opportunities for our prospects to feel their decision rather than just think it. How do we do this? To find out read the full article at TargetMarketingMag.com
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- 21 Jan
Is Gating B2B Content Still Important in 2019?
- Jan 21, 2019
- Dan Hoff
- 0
- B2B Marketing, Content Marketing, Lead Generation
Even today, the debate rages on. But, despite the debates, in many organizations, gated B2B content is still critical to a successful digital marketing strategy.
For marketing to work in today’s digital environment, we need to bear in mind that today’s audience is far smarter. And they’re on to us as marketers. They know that when there is a form in front of content, their information is going into a database. So, this means we have to be better at what we provide as gated content.
Remember that gated content is a value exchange between you and the visitor. This value is the opt-in and their email is the currency. And this initial content offer is also a promise. It’s a promise of the level of value they can expect to receive from you as members of your database. . .
To learn more, read the full article on Chief Marketer.
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- 14 Jan
How to Make an Effective Testimonial Video: A Step-by-Step Guide
- Jan 14, 2019
- Dan Hoff
- 0
- B2B Marketing, Inbound Marketing, Video Marketing
By now, we are all aware that videos in marketing are highly effective. But, you may not know that there are a number of different types of marketing videos you can use. And each type has a specific focus, intent and funnel application.
One Highly Effective Application for Video is for Testimonials
Testimonial videos are a type of marketing videos that are perfect for the decision stage of the buyer’s journey. It is at this very point when prospects are aware of and want to solve a problem. And now they are looking for information to help them make up their minds. Help them begin to choose you.
An effective testimonial video can be the final push that sends them through your sales funnel. We know through research that fully 82% of people conduct research online prior to making a purchase decision. So shouldn’t you learn how to make an effective testimonial video? You can at MarketingProfs.com
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- 12 Jan
How Social Media Has Changed The Way Business Operates
- Jan 12, 2019
- Dan Hoff
- 0
- B2B Marketing, B2C Marketing, Digital Marketing, Social Media
from Jeff Bullas’ Blog
Throught the years, marketing has taken a number of shifts. But, with the rise of social media, the entire world of business has changed significantly. And not just for B2C sellers. B2B marketing is being increasingly impacted as well.
So, How Has Social Media Changed Business?
There are a number of ways social media has changed business today. For one, it offers businesses different approaches and channels to market their products. And through organic or paid targeting, it can be a fast and cost effective means to engage customers on their terms.
But, by now there should be no doubt, social media has significantly altered the way businesses operate. And, today, businesses simply cannot afford to ignore social media. It is increasingly important to know the benefits to your business. And, most importantly, how it can work for your company.
To learn more, read the full article on Jeffbullas’s Blog.
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- 11 Jan
Email Benchmarks: Almost Half of New Subscribers Churn Within A Year
- Jan 11, 2019
- Dan Hoff
- 0
- B2B Marketing, Email Marketing, Loyalty Marketing
from Marketing Charts
According to a recent study on subscriber engagement from Return Path [download page], on average, 44% of new subscribers will churn within 12 months. And this means that close to half churn within the first year of being on a list,.
The study did show the importance of engaging customers as soon as possible. If contact is made in the first month, just over a third of subscribers to program email lists are lost. And that makes Welcome campaigns even more critical to email program success.
To see more of the data and insights, read the full article at MarketingCharts.com
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- 28 Dec
Six Lead Generation Tactics to Use in Your Social Media Channels
- Dec 28, 2018
- Dan Hoff
- 0
- B2B Marketing, Lead Generation, Social Media Marketing
by Anna Clarke
We all seem to fully accept that social media is now a constant part of our lives. We use it to keep up with friends, relatives and social trends.
Business Are Getting More and More Social Too
But as a business, social media is slowly being seen as an effective tool as well. Not simply to keep up with the social picture of your community. Rather as a tool to gain business. In fact, social media can be an excellent channel for engaging with potential customers. Used intentionally, it can also facilitate lead generation.
According to a recent HubSpot study, companies can get as much as 4.5 times more leads through the use of social media simply by increasing the frequency of posts. However, apart from posting more often, your content still must be engaging and relevant. And, there are a number of other ‘best practices’ that you need to keep in mind in order to find business success on social media.
To see what they are and how you can use them to generate more leads, read the full article at MarketingProfs.com
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- 14 Dec
How to Optimize Your LinkedIn Profile for Inbound Sales Inquiries to Get Found by Buyers
- Dec 14, 2018
- Dan Hoff
- 0
- B2B Marketing, Inbound Marketing, LinkedIn
by Jonny Rose
Many of us make the mistake of treating LinkedIn as simply an online Rolodex. Or we may think of it as a glorified CV, rather than an inbound marketing channel that can be optimized for sales inquiries.
Spoiler Alert! That is a Huge Mistake
The social network is home to over 500 million users. And that means 500 million potential customers. And many of those are regularly searching for products or services your provide.
Although not everyone has the time to spend their days publishing content, commenting on updates, and outbound prospecting to find potential customers, there is a way to make your buyers come to you. And, to find out how to turn your LinkedIn profile into a powerful inbound sales asset, read the full article at MarketingProfs.com
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- 10 Dec
How Marketers Are Using Video In 2018
- Dec 10, 2018
- Dan Hoff
- 0
- B2B Marketing, Conversion Strategies, Video Marketing
from Marketing Charts
Video continues to be viewed enthusiastically by marketers. Now 83% are reporting that video content is becoming increasingly important to them. This according to the latest “State of Video Marketing” report [download available] from Demand Metric and Vidyard.
Both B2B and B2C Marketing Are Seeing The Benefits of Video
But, what is behind this migration to video? For one, the majority of marketers believe that video converts better than other forms of content. Previous stats from Vidyard show that video completion rates are also on the rise. Plus, these upbeat figures are likely partly a result of B2B buyers watching more video as well. We know that consumers tend to find video more engaging than other forms of content. And it’s very possible that B2B consumers are alike in that regard.
To learn more read the full post How Marketers Are Using Video In 2018 on MarketingCharts.com
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- 04 Dec
New Report: Content Strategies for Better SEO
- Dec 04, 2018
- Dan Hoff
- 0
- B2B Marketing, Content Marketing, Website Conversion Strategies
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this”. Rather, they are asking “how do we really dig in and get results?”
It seems that content marketing has matured. And the one most convincing pieces of evidence of this maturation comes from a report [download available] just released by the Content Marketing Institute. In cooperation with MarketingProfs, they surveyed a broad range of B2B content marketers across the United States.
In the 2018 results, and the insights they provide, offer some key characteristics of the more successful marketers. To see what they are read on and consider how your organization stacks up against your peers.
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- 03 Dec
A Surprising Cold Email Practice That Works
- Dec 03, 2018
- Dan Hoff
- 0
- B2B Marketing, Email Marketing, Lead Generation
Increasingly, clients are opening emails based on curiosity about what’s inside the email — not anticipation of value they’ll receive. Likewise, prospects are replying to cold messages based on curiosity, not value received in the message. Nor, for that matter, in anticipation of the value in a meeting.
Great. But How Does This Work?
Instead of asking for a meeting, help prospects ask you for a discussion by piquing their interest in one. Not by offering value. But, rather, by being vague. Simply pique their interest in a discussion.
This helps your message stand out from the pack. It’s unusual in how it breaks the typical cold email best practice (pushing value) pattern. And to see how to put it to work for you, read the full article at TargetMarketing.com
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- 01 Dec
B2B Content: To Gate or Not to Gate, That is the Question
- Dec 01, 2018
- Dan Hoff
- 0
- B2B Marketing, Content Marketing, Conversion Strategies
Everyone wants to build their lead databases and prove the value of their marketing automation programs. Gated content is one way to do that. But B2B marketers need to resist the urge to gate everything.
You Want Leads and That Means Contact Information
However, trying to grab someone’s information too quickly is a move that will fail. At that point in their process, the perceived value of what you’re offering in return doesn’t seem greater than the perceived pain of sharing their email address. Early in the purchase consideration process, prospects aren’t yet looking for a product. They have a challenge to solve. They need ideas, information, data and they’re looking for a solution.
So, where’s that balance point? To Gate or Not to Gate, That is the Question. And to find answers, read the full article at Chief Marketer.