The revelations people provide when they respond to online marketing polls include a wealth of industry information. Poll data shows what marketers are thinking about in a variety of important subjects, ranging from everyday tasks to far-reaching future trends.
Over the past four months, we’ve utilized our TopRank Marketing Twitter channel to publish a weekly poll, asking a range of questions to B2B marketers. Today, we share some of the data we’ve collected throughout this series of 17 polls.
Social Media Polls
Our first two polls asked B2B marketing about social media, and the responses can help us gauge the pulse of marketers on the social platform front.
Each week more social platforms are experimenting or implementing hiding some of the forward-facing counts we’ve all been used to seeing for years, such as the number of followers a page or person has, and how many people have liked a particular social message, image, or video.
Our very first poll in the series asked about hiding like and follower counts.
Fifty-three percent of marketers said they wouldn’t support hiding like and follower counts on Instagram, while 18% stated they would support such a move. Furthermore, 17% said they would support dropping just the like counts and 12% just the follower tallies.
Our second poll also marketers to share which channels (other than LinkedIn) they’d seen the most B2B success with:
Outside of LinkedIn*, 50% of marketers shared that they’ve found B2B marketing success using Twitter, followed by 20% who said Facebook provided surprising success. Instagram also came in at 20%. Finally, YouTube came in last at 10%.
Our most recent poll asked a more traditional question of B2B marketers.
Unsurprisingly, 63% of marketers viewed LinkedIn as their top choice social media platform for finding B2B industry content. Twitter came in second with 23% of the vote, and Facebook and Instagram each came in at 7%.
Blogging & Blog Promotion Polls
We ran several polls that asked B2B marketers their input regarding blogging and blog promotion.
Fifty percent of marketers see interactive elements as offering the biggest potential performance increase in blog posts, followed by 42% for images and 8% for animated GIFs. Surprisingly, no respondents choosing embedded video as their top choice.
Another polls asked respondents about the number of channels they use when promoting blog content.
A whopping 73% of marketers promote blog posts to an average of two to five online channels, while the remaining 27% shared that they promote to just one channel.
Influencer Marketing Polls
Several additional polls have dug in to B2B marketers’ takes on influencer marketing.
Fifty percent of B2B marketers said their top challenge with influencer marketing is measuring its impact, while 18% said finding top influencers as their biggest hurdle. In addition, another 18% said that getting initial buy-in for influencer marketing was the leading challenge, followed by utilizing influencers at 14%.
Another influencer marketing polls looked at 12-month trends.
When it comes to influencer marketing trends for 2020, 38% of B2B marketers said increased use of artificial intelligence (AI) will be the most important, followed by the rise of micro-and-macro influencers at 31%, quality metrics at 19%, and experience management at 13%.
Analytics & Website Optimization Polls
We also touched on analytics and website optimization questions in two of our recent polls.
Thirty-five percent of respondents said that using insights from data is the top challenge in measuring campaign performance. As for other struggles, 26% said that inadequate tools topped their list and 22% said that proving the value of analytics. Lastly, 17% shared that having too much data at hand was their top issue.
An interesting recent poll question looked into how long B2B marketers will tend to wait for a webpage to load before giving up.
Forty-four percent of marketers will abandon a slow-loading page within three to five seconds, while 33% leave after six to 10 seconds. In addition, 19% after 11 to 15 seconds and 4% said they’ll wait until a page times out before giving up.
The Rise of Podcasting Poll
The rise of podcasting’s popularity caused us to inquire about the matter with a poll.
Sixty-five percent of marketers said they use podcasts in their campaign efforts and plan to increase their use, while 35% said they don’t use podcasting currently but plan to start. As you can see, zero respondents indicated that they would do less podcasting in the coming year or didn’t plan to start.
Content Marketing Polls
The majority of our polls have dealt with various aspects of content marketing, such as this one looking at the importance of captioning in online video.
Fifty percent of marketers polled said they plan to use the same level of video captioning going forward, while 33% plan to do even more captioning, and 17% plan to start captioning their video content.
Content re-purposing was the subject of another of our content marketing polls.
Fifty-four percent of marketers said that blog posts were the top performing type of content for re-purposing use, followed by interviews at 31%, and both eBooks and white papers coming in at 8% each.
The components making up our content marketing toolkit were also examined in a poll.
Sixty-eight percent of marketers said that video is the format that brings the most engagement to B2B content, followed by interactive assets at 26%, and virtual reality (VR) and AR at 5%.
With video holding the top spot in that poll, we were curious how many channels B2B marketers typically promote video content to.
Eighty-five percent of marketers said they promote videos on two to five online channels on average, with 8% promoting videos to between six and 10 channels, and the same percentage promoting video to just a single channel.
Email Marketing & Search Polls
Email marketing has remained an important part of many campaigns, and we explored two aspects of the practice in recent poll, including the following poll that generated the most engagement yet among our polls.
Fifty-five percent of B2B marketers view the reputation of the sending the most important factor in choosing whether to open an email newsletter. Twenty-three percent said that an interesting subject line was most important, followed by the anticipation of the content at 13%, and a desire for unique content at 9%.
Another email marketing poll asked what causes us to unsubscribe from an email newsletter.
Sixty-seven percent of B2B marketers said the top reason they unsubscribe from email newsletters is receiving mail from sources they never subscribed to in the first place. Furthermore, 33% shared that lack of original email newsletter content was their number one reason for unsubscribing.
Search marketing was the subject of one week’s poll. Recent study data has shown that for the first time the majority of Google searches don’t result in additional clicks from the results page.
Forty-six percent of respondents said their initial Google search provided the information they need between 110 and 50% of the time, with 38% saying results answered their queries most of the time. Surprisingly, a combined 16% said their queries are only answered 1-10% of the time or never.
Including Poll Insights in Your 2020 Marketing Plans
By taking the time to listen to what B2B marketers are saying through their answers to these poll questions, you’ll have an inside glimpse at where our industry is heading as we near 2020 and all the changes it will inevitably bring.
While we happened to use Twitter’s polling feature, if you’re interested in conducting your own series there are poll options available for numerous social media platforms, along with polling plug-ins and built-in functionality for various website and content marketing system types.
It can be ideal to ask poll questions on the digital channel that best suits your particular audience. Some organizations even choose to conduct polls on several platforms and to then compare the results, or even compile them together to get a larger sample answer size.
Do you have your own poll questions you’d like us to ask on our Twitter channel? Leave a comment below and we may include your question in a future poll.
The post 17 Revealing B2B Marketing Insights From Poll Data appeared first on Online Marketing Blog – TopRank®.
One of the most stressful situations for marketers is to come into work only to find out that their conversion rates have dropped overnight. In the worst cases, that drop is wildly significant.
It’s okay to panic. It’s what makes you human.
To help alleviate that panic, we’ve created a checklist to assist you in identifying the potential causes of the drop.
In most cases, it’s a tracking or technical issue. Minor design and copy tweaks are also often the culprits, but they don’t usually result in drastic conversion rate drops. That’s the good news.
The bad news is that when it comes to tracking, there are a lot of factors that can impact your conversion rates. This requires some extensive legwork to find and mitigate the problem.
Here’s a checklist of what you should do if your conversion rates see a sudden drop.
1. Isolate and Find the Source of the Issue in Analytics
A very common cause of conversion rate drop is inflation of low-quality traffic. One of Portent’s Analytics Strategists, Oeuyown Kim, reflects:
We see this pretty often with clients. Bot traffic will flood the site from a specific source, location, or server.
Jackie Jeffers, another Analytics Strategist at Portent explains:
Here are some dimensions to segment to see if you’re getting bot traffic:
- Landing Page
If you’re using Google Analytics, most of the appropriate dimensions to segment by live under the “Acquisition,” “User,” and “Technology” categories.
2. Check Your Paid Campaigns
Another common cause of conversion rate drops is paid campaign changes.
Director of Analytics Michael Wiegand expands on this:
If you’ve adjusted your paid strategy, it’s possible that you have started to drive unqualified traffic to the site.
Have a quick conversation with your paid media team to see if any changes have been made.
If no changes have been made, you can safely check this off your list.
3. Look at Organic Keyword Rankings and Performance
It’s possible that your site has had ranking drops for major keywords that usually bring in valuable traffic.
Using tools like Google Search Console, SEM Rush or Ahrefs, you can see where your rankings for high-value keywords are and if they’ve taken a recent dip.
4. Find out If There Were Any Recent Design or Development Updates
If you can’t find any clues within your analytics platform, you might need to assume that it was an on-page UX factor that caused the drop in conversion rates.
Simple design changes don’t usually cause drastic drops, but there could have been an error in implementation that has impacted usability or tracking.
If you’ve redesigned an entire high-impact page, that could very likely be the cause of the drops in conversion rates.
Iteration is always the safest method for redesigning a page. There are too many risks and factors in major page redesigns. Especially on your high-impact conversion pages.
5. Check Your CMS’s Plugins/Add-Ons to See If Any Pertinent Elements Need Updating.
If you’ve ever worked in WordPress, you know the danger of updating or forgetting to update plugins on your site.
Check your CMS to see if there are any plugins, APIs, or add-ons that are tied to a user’s conversion path that need updating or have recently been updated.
6. If You Know Where the Problem Is on Your Site, Watch Session Recordings or Heatmaps on That Page to See If You Can Pinpoint It.
If you discovered through analytics that the conversion rate drop is being caused by one specific page on the site, you can set up heatmaps and session recordings to that page to identify what is causing users to not convert.
Fullstory, Hotjar and Mouseflow are great tools for this. Fullstory and Mouseflow give you some more flexibility as far as filtering. All are great options though.
Watch about 10 sessions. If you can’t figure out what’s happening, then try segmenting down to device or any of the other filtering options the tool might have.
The key to handling conversion rate drops is this: don’t panic.
The more methodical and clear-headed you are when figuring everything out, the faster you’ll reach a solution.
The most common reason exists in your tracking tools. In other words, your leads are probably still coming in—they just aren’t being tracked by your analytics.
But if you’ve made recent design or development changes, you might have a bigger issue that needs attention.
We recommend avoiding drastic redesigns on your site to dodge that scenario. If you are doing a redesign, it’s okay to make bigger changes as long as they match the user’s mental model and what they are expecting to see.
The best approach is to constantly test and optimize your designs, piece by piece through experimentation and user research.
The post What to Do If Your Conversion Rates Drop: A Checklist appeared first on Portent.
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With more than 645 million users in over 200 countries, LinkedIn* has increasingly grown as a platform for both B2B and direct-to-consumer brands looking to creatively and effectively showcase products and services.
LinkedIn has released scores of new features over the past several years that have helped it remain the foremost social media platform for professional business users.
It’s also increasingly become a destination for all manner and size of brands, and users looking for an experience markedly different from that offered by Facebook, Twitter, and Instagram.
Since LinkedIn has rolled out so many new tools for brands to maximize their engagement on the Microsoft-owned platform, let’s take a look at how five large primarily B2B companies are connecting with audiences through the myriad of page, group, and showcase page options LinkedIn now provides.
#1 — SAP
LinkedIn profile: SAP
LinkedIn tagline: “Our purpose is to help the world run better and improve people’s lives. #TheBestRun”
Listed as number 26 on the LinkedIn Top Companies to Work For list in 2019, SAP* has successfully utilized LinkedIn to engage with its audience of fans, using a wide variety of message post types, including many that incorporate innovative use of video.
From a recent New York Fashion Week post about the firm’s “Runway by SAP” live-audience feedback app using the Internet of Things (Iot), machine learning algorithms, and beacon technology, to news of its partnership with Cirque du Soleil Entertainment Group, SAP keeps its LinkedIn messaging both entertaining and relevant to the more than 1.6 million people following its page.
Whether it’s a post featuring company chief executive Bill McDermott interviewing Uber CEO Dara Khosrowshahi at an industry conference, or a “Hastag Holiday” message that combines honoring #WorkingParentsDay with promoting careers at the firm, SAP creatively and enthusiastically wields its LinkedIn page.
SAP has also featured LinkedIn messaging surrounding a variety of company goals, including its efforts to have at least 28 percent women in leadership roles by 2020, and 30 percent by 2022 — goals that far exceed the present 11 percent of women who are technology executives.
#2 — Pitney Bowes
LinkedIn profile: Pitney Bowes
LinkedIn tagline: “We are the craftsmen of commerce.”
Pitney Bowes uses a variety of engaging techniques to connect with its sizable LinkedIn audience.
From using visually engaging posts highlighting positive company initiatives such as its “Global Early in Career Development Program (EiC)” leadership program, which targets high-potential millennial talent, to informative messaging spotlighting free webinars featuring company experts, and video posts exploring customer experience and relationship-building in business, Pitney Bowes offer a strong and compelling LinkedIn presence.
#3 — Xerox
LinkedIn profile: Xerox
LinkedIn tagline: “Think of all the possibilities. We do. #MadeToThink”
Xerox uses video, images, documents and other digital assets to enhance its LinkedIn customer and fan experience.
During the most recent U.S. Open tennis tournament Xerox used its LinkedIn account to feature an event-specific video post examining how tennis balls became the color they are now known for, part of a sizable campaign that occupied many of the company’s LinkedIn posts during the event.
#4 — Dropbox
LinkedIn profile: Dropbox
LinkedIn tagline: “Keep teams flowing with Dropbox.”
Spotlighting teams and offering behind-the-scenes glimpses into life at a company is a time-tested tactic for engaging with customers, and Dropbox has used this approach effectively on its active LinkedIn page, recently sharing fun image-heavy messages detailing how its “Dropboxers” from around the world participated in various events such as scavenger hunts and Secret Garden parties.
Other Dropbox messages from its LinkedIn profile feature more in-depth pieces about Dropboxers.
Dropbox also utilized LinkedIn to spread news about new corporate executives, such as its recent announcement post about the appointment of Asha Thurthi as vice president of Dropbox Paper, the firm’s collaborative document-editing service.
More brands are also now using some of the newer LinkedIn features, such as the ability to tag people in photos, post video in private messages, and easier use of PowerPoint and PDF files on the platform.
#5 — Siemens
LinkedIn profile: Siemens
LinkedIn tagline: NA
Siemens has used its LinkedIn profile to highlight live video broadcasting efforts such as a message detailing one it recently conducted at the 24th World Energy Congress, featuring the firm’s CEO of Power Generation Karim Amin.
Siemens also recognizes relevant hashtag holidays to engage with its LinkedIn audiences of more than three million followers, such as a lighthearted recent image post celebrating Programmers Day with a visual look at the Python programming language.
Helpful community engagement from those managing Siemens’ LinkedIn presence serves to enforce the firms’ dedication to making social messaging a two-way street, by answering customer questions in a timely manner.
With a global presence, Siemens also takes advantage of LinkedIn’s built-in translation features to publish messages in multiple languages when appropriate.
Building a Solid & Sustainable LinkedIn Strategy
It’s clear from the varied examples we’ve looked at here deftly implemented by SAP, Siemens, Pitney Bowes, Dropbox, and Xerox that there are many successful methods for building a solid and sustainable LinkedIn brand strategy.
LinkedIn itself has had an ongoing effort to help brands with content creation on the platform, including it’s helpful Getting Started with Content Creation on LinkedIn guide.
It’s also expanded its Campaign Manager features for brands, implemented new features for small-to-medium-size businesses, launched greater audience insight initiatives, and published a checklist for B2B technology marketers.
With enough time, staff, and dedication most brands can build their own successful ongoing LinkedIn strategy, while others may find it more efficient and practical to partner with a professional marketing agency highly skilled in LinkedIn-specific efforts.
TopRank Marketing recently had the honor of being named by Forrester as the only B2B marketing agency offering influencer marketing as a top capability in its latest “B2B Marketing Agencies, North America, Q1 2019” report.”
Finally, here are five recent articles we’ve written that relate specifically to either LinkedIn or to the process of creating engaging B2B content marketing:
- Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers
- Content Marketing Planning: How to Build Your Editorial Calendar
- Top Takeaways from LinkedIn’s New ‘Enlightened Tech Buyer’ Report
- How to Refocus on Your Audience for Better Content Marketing Results
- Infographic: 5 Must Have Ingredients for a Great Content Marketing Strategy
* LinkedIn and SAP are TopRank Marketing clients.
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We’ve now reached the end of the third quarter of 2019, one filled with many significant B2B marketing changes and several surprising twists and turns that will combine to affect how the industry moves forward as we enter Q4 and push forward to 2020.
Q3 saw numerous exciting shifts in new directions, and a few seemingly slight changes in course that are nonetheless poised to make big impacts in 2020.
We’re always working to bring you the most relevant B2B marketing news, including over 180 weekly industry news videos, hosted by Tiffani Allen, Joshua Nite and others here on our blog and on our TopRank Marketing YouTube channel.
Each quarter we reflect on what’s happened in digital marketing and look ahead with key trends. Let’s examine both the challenges and opportunities the quarter’s top B2B marketing news has brought our industry.
The Digital Marketing Sights and Sounds of Q3
When It Comes to Digital Marketing Spending …
Forecasts from the third quarter showed that global digital advertising spending is expected to continue to rise. In the U.S. alone digital ad spending grew to $28.4 billion for the first quarter of 2019, up 18 percent from the same quarter a year ago. (ClickZ)
- Digital advertising spending was up nearly 20 percent in the second quarter of 2019, according to study data that also highlighted the comparatively greater number of small-to-medium size firms using digital versus traditional formats. (Broadcasting & Cable)
- Digital advertising expenditures in the U.S. increased by 18 percent year-over-over from the first quarter of 2018, hitting $28.4 billion, with paid search comprising some 40%, according to IAB report data. (ClickZ)
- By 2021 global digital advertising spending is predicted to increase by 47 percent from 2019, with ad expenditure growth up by 5.3 percent, according to Zenith. (MarketingProfs)
- Amazon cut into Google’s advertising market share during the quarter, garnering ad revenue growth of 53 percent for sponsored brands and 102 percent for sponsored products, while Google spending growth slowed from the prior quarter. Microsoft’s Bing also saw desktop ad spending growth, its strongest since 2016. (MediaPost)
- Revenues from advertising on social media and messaging platforms climbed 26.2 percent year-over-year during the first quarter of 2019, but at a slower rate than last year. (Mobile Marketing Magazine)
- Forrester Research released a report looking at the strong growth of Amazon ads and how the company’s rise is affecting an array of rivals from Facebook to agencies and ad-tech firms. (Marketing Dive)
- Mobile advertising within apps saw impressions increase by 26 percent in the second quarter of 2019 compared to last year, and in-app mobile video is increasingly driving ad spending. (MarTech Advisor)
- 73 percent of B2B senior-level executives use more sources when researching and evaluating purchases than they did last year. (MarketingCharts)
- By 2021 podcast advertising is expected to top $1 billion in annual revenue, IAB predicted. (The Verge)
- Digital video advertising spending has seen continued growth according to IAB study data, with the average survey advertiser projected to spend $18 million in 2019, up from 2018’s $14.2 million. (Adweek)
- 63% of B2B companies plan to moderately raise spending on email marketing, with top goals being increased engagement, conversion, and lead generation, some of the trends of interest to digital marketers among forecast data released during Q3 by GetResponse and Ascend. (MediaPost)
- Some 65 percent of marketers see high-quality data as the most important element for campaign success, while also estimating that roughly 21 percent of marketing spending goes towards poor quality data. (MediaPost)
Read more on this topic:
- The Currency of Influence in Marketing — Buy, Sell, or Trade
- Zari Venhaus’s Framework for Gaining Executive Buy-In for Marketing Technology #CMWorld
When It Comes to Search Marketing …
Q3 saw the release of data showing that for the first time most Google searches don’t yield subsequent clicks, with 50.33 percent ending on the search giant’s result page, and 45.25 percent of searches resulting in organic clicks and 4.42 percent in paid advertisement clicks. (SparkToro)
- Google gave content creators the ability to incorporate multiple thumbnail images from the same video, which will all appear in search results linked to various spots within a video, using custom markup code. (TechCrunch)
- Audience targeting is the top search marketing technology affecting search engine marketing strategy. At 86 percent, audience targeting topped keywords, which came in at 83 percent, and re-marketing, which had 76 percent, Q3 survey data showed. (MarketingCharts)
- Google has made new image tracking data derived from recent changes to Google Image Search available in its Search Console feature, including an array of swipe-to-visit image analytics and other mobile AMP-centric features of interest to marketers. (Search Engine Journal)
- Jumping up a single position in Google search results can boost click-through-rates by over 30 percent, and online content containing questions within page titles saw 14.1 percent higher CTR rates — two insights from a Google search result analysis published during the quarter. (Backlinko)
- Google rolled out playable podcast episodes that appear directly in search results, presenting both new visibility opportunities along with attribution and analytics challenges for marketers and brands. (Engadget)
- Facebook began offering more advertisers options for inserting ads within search results on its platform, including new news feed campaign options for marketers. (Search Engine Journal)
- A Q3 Marin Software survey showed that paid search accounts for 40 percent of digital ad spending, with paid social just under 20 percent. (ClickZ)
- Digital marketers using Bing search advertisements got new insights from Microsoft Advertising, which added to the metrics data available including those relating to impressions and “prominence metrics.” (Search Engine Journal)
Read more on this topic:
- What the Future of Google Search Means for B2B Marketers
- What’s Missing In Your B2B Marketing Strategy? 5 Key Elements You Don’t Want to Overlook
When It Comes to Content Marketing …
During the third quarter report data showed that B2B marketers see in-person events, content marketing, traditional e-mail, and paid social as the most effective B2B marketing channels. (MarketingCharts)
- Facebook began testing the elimination of “like” counts in news-feed posts, a move echoing a similar shift from tests conducted with its Instagram property — aimed at placing greater focus on content and less on like counts. (TechCrunch)
- Among senior B2B marketers, a sizable 82 percent viewed content as important for achieving marketing goals, however only 48 percent believed their content was only somewhat effective — or even ineffective. (ClickZ)
- 80 percent of B2B buyers expect a B2C-like experience, while 47 percent read between three and five pieces of content before initiating sales contact communication. (Webbiquity)
- YouTube video content was the subject of a Q3 Pew Research study that examined popular channels with 250K or more subscribers. Among them, just 10 percent produced 70 percent of the content, the research showed. (Social Media Today)
- Facebook announced new features aimed at helping creators monetize content, including several new placement choices for video advertisements, brand collaboration enhancements, and Creator Studio additions. (Marketing Land)
- B2B marketers see their websites as an effective method for building awareness, however the sites often fail to offer compelling content and directly answer top questions, according to Q3 research from Forrester. The best sites engage using interactive visuals, useful tools, and experiences that demonstrate a keen audience understanding, the study revealed. (MediaPost)
Read more on this topic:
- 5 Unexpected Content Marketing Benefits of B2B Podcasting
- Lee Odden Shares His Secret to Content Marketing Fitness #CMWorld
When It Comes to Social Media …
Q3 saw a number of reports detailing the health of social media and how marketers, brands, and consumers use various platforms, and the technology as a whole.
Liking posts topped a Q3 list of how people interact with brands on social media platforms, at 51 percent, followed by 31 percent who leave reviews, while millennials are more likely to purchase due to social ads. (Social Media Today)
- Twitter is foremost a “look at this” social media destination, YouTube is primarily a learning target, while Instagram and Facebook fall into the “look at me” category. (Adweek)
- Consumer conversations about brands share very little crossover from social media listening and offline discussion, according to study data released during the quarter that looks at real-world and social media interaction differences and similarities. (Marketing Land)
- 60 percent of regular emoji users like brands using emojis that match their own personality, and 51 percent are more likely to comment on social media posts from brands that use emojis. (MarketingCharts)
- 56 percent of Gen X consumers find too much advertising on social platforms, and 42 percent don’t like brand social interaction. (eMarketer)
Read more on this topic:
- Margaret Shepard Shares How Mayo Clinic Built its Facebook Live Broadcast Strategy #DSMPLS
- 5 Top B2B Brands Delivering Exemplary Twitter Engagement
When It Comes to Influencer Marketing …
Implementation of B2B influencer marketing continued its growth during Q3. Influencer advertisements were also seen to have generated 277 percent more emotional intensity and 87 percent more memory encoding than traditional television ads, according to Q3 survey data that also examined the varying effectiveness of macro, micro, and celebrity influencers. (eMarketer)
- Global spending for influencer marketing will top $5 billion and could reach as high as $10 billion over the next two years, during which time 57 percent of marketers expect to add the practice to their marketing activities. (Social Media Today)
- Influencer marketing spending in the U.S. and Canada has seen 83 percent year-over-year growth, accompanied by second-quarter spending of $442 million. (The Drum)
- 70 percent of U.S. consumers who use social media platforms and follow at least one influencer say they trust the opinions of influencers at least as much as those of their own friends, with 78 percent trusting influencer opinions over those presented in traditional digital ads. (MediaPost)
- Pinterest and LinkedIn (client) are increasingly seeing social influencers utilizing the platforms, and finding new audiences and success with online video. (CNN)
- Micro and niche-influencers are forging stronger target audience connections and boosting long-term loyalty, while the use of traditional paid influencers among marketers has seen rising associated costs. (eMarketer)
Read more on this topic:
- 50 Content Marketing Influencers and Experts to Follow 2019 #CMWorld
- 11 Qualities You Should be Looking for to Find Your B2B Influencer Match
When It Comes to The TopRank Marketing Team …
The team at TopRank Marketing has had a busy, exciting, and productive Q3, and here are just a few of some of the team’s highlights in the press during the past quarter:
- Lee Odden: “B2B Doesn’t Have To Mean Boring To Boring” [Podcast] (B2B Marketing Exchange)
- Why Experience Matters [Video] (The New Economy)
- Eight Colors That Will Brightly Grow Your Personal Brand (Forbes)
- What Customer Experience Management Means For Today’s Business Ecosystem [Video] (Adobe Experience Cloud)
- How To Build A B2B Influencer Marketing Strategy For 2020 (Demand Gen Report)
- How to Build a B2B Influencer Marketing Strategy for 2020 [Infographic] (Social Media Today)
- The Stranger Things In B2B Marketing: 5 Ways to Avoid The Upside-Down of ABM (Engagio)
- Augmented And Virtual Reality: The Latest Engagement Drivers In B2B Marketing (Demand Gen Report)
- The Guide to B2B Influencer Marketing for CMOs [Infographic] (Social Media Today)
- A Shark’s Perspective – Episode 147 – Lee Odden [Podcast] (A Shark’s Perspective)
- 5 Crucial Ingredients for a Tremendous Content Marketing Strategy [Infographic] (Social Media Today)
- 5 Easy Ways Your Brand Can Use Twitter Video for More Engagement (Social Report)
- The Top B2B Influencer Marketing Trends for 2020 [Infographic] (Social Media Today)
Goodbye, Q3. Hello and Welcome, Q4.
B2B marketers, we hope that your Q4 is filled with plenty of success and innovation, and hope that you’ll join us each week and keep up with the latest industry news, trends, and opportunities in our Digital Marketing News Roundup, with highlights and video commentary from Tiffani Allen and Joshua Nite.
*Disclosure: LinkedIn and Adobe are TopRank Marketing clients.
The post Q3 Wrap-Up: What’s Changed For B2B Marketers & What’s Ahead in 2020? appeared first on Online Marketing Blog – TopRank®.
Neen James is the author of Folding Time™ and her most recent book, Attention Pays™. She is frequently named one of the top 30 Leadership Speakers by Global Guru because of her work with companies like Viacom, Comcast, Cisco, Virgin, Pfizer, BMW, and the FBI, among others.
Neen is a leadership expert who delivers high-energy keynotes that challenge audiences to leverage their focus and pay attention to what matters most at work and in life.
She’s also originally from Australia but now lives in Florida. Neen and I are both members of a secret or not so secret society of speakers and although we have never met until today, the energy she shares through her digital communications makes me feel like we’ve known each other for years.
On Wednesday October 16th, Neen will be giving an opening keynote, Attention Pays™: How to Drive Profitability, Productivity, and Accountability at the MarketingProfs B2B Forum in Washington D.C.. Neen was generous to spend some time with me to talk about the importance of attention in business, for marketing and marketing leaders.
Enjoy the full video interview below:
Neen James on the Value of Personal Branding in B2B Marketing:
I think it’s vital because when you think about this whole idea, if you really want to get attention, you have to give attention. And as marketers we have to give attention to the brand that people are buying from. We are the product.
I grew up in corporate business, Lee. I worked in retail banking, telecommunications, and the oil industry. And what I realized, Lee, is I had to be able to stand out.
The people that we are working with want to know that they can trust us. They want to know that we’re going to get them the results that they need. @neenjames
Just like you would do a SWOT analysis on a potential product for a client in a strategic plan, we’re going to do the same thing with ourselves because the people that we are working with, Lee, they want to know that they can trust us. They want to know that we’re going to get them the results that they need.
So a personal brand in B2B is vital and it’s also about making sure that the brand has longevity and consistency.
Neen James on Systems of Attention:
Systems create freedom, right? We all have systems in place, whether we are marketers within organizations or an entrepreneur that is running your own marketing for your company. I believe that we need systems of attention.
There are systems of attention to be able to get and give the kind of attention that you want, whether it is in the work place or outside. We all know that with the projects that we’re all juggling, the clientele that we’re all managing, and the team that we’re leading, that we need some systems in place.
Neen James on the Cost of Distractions from Multitasking:
The costs are insane. Whether they’re personal or professional. There was some research done by the Information Overload Group, which is a hilarious name for a company, that found in the US $588 billion dollars is lost every year because there’s loss of productivity through distraction and multitasking.
In the US $588 billion dollars is lost every year because there’s loss of productivity through distraction and multitasking. @neenjames
From a professional point of view, there’s obviously results like reduced productivity and reduced internal customer satisfaction. Are distracted employees really delivering on the results you said you would provide to the clientele that you serve inside or outside your organization?
There are many costs including team engagement, productivity, customer satisfaction. There are professional costs, but personally the most disturbing thing I found when I was researching my book, Attention Pays, was that on average nine people die every day because of distracted driving.
I mean, we’ve made it more important to update our Facebook status than to actually pay attention to the road.
Neen James on Prioritizing your Priorities:
A strategic appointment with yourself is just 15 minutes. Here’s what’s so fascinating. People tell me all the time, “Oh, there’s never enough time.” Or, “I’ve run out of time, we’re going to kill time.” Well, poor time. Time never did anything to you.
You can’t manage time because you and I get the same 1440 minutes in a day. Time doesn’t care. It’s going to happen anyway. You can’t manage time, but you can manage your attention. @neenjames
See, I don’t believe in time management, right? You can’t manage time because you and I get the same 1440 minutes in a day. Time doesn’t care. It’s going to happen anyway. You can’t manage time, but you can manage your attention.
By simply investing in a strategic appointment with yourself for 15 minutes every day you’re going to identify what strategic nonnegotiable goals will get you closer to the bigger picture, to the things you’re responsible for.
BONUS: You can download a FREE copy of Neen’s book, Folding Time, here (pdf)
Bound for B2B Forum: For more information about imagining what’s possible in B2B including Neen James’ keynote, check out the MarketingProfs B2B Forum conference including agenda, list of speakers (including Ashley Zeckman and myself) and many other fun facts on the B2B Form website here. Also, get $100 off by using this mpb2b discount code: B2BFriends
Be sure to watch the other videos in the MPB2B series featuring:
Ann Handley – Are You a B2B Marketing Badaxe?
Jay Baer – Are You Down with EGC?
Tyrona Heath – Can ABM & Social Selling Unite?
The post B2B Marketing Spotlight: Neen James on How to Make Attention Pay #mpb2b appeared first on Online Marketing Blog – TopRank®.
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