Instagram Marketing For Small Business | The Best Way to Do Instagram Marketing Instagram is one of the biggest and baddest social media networks on the …
I’ve never been very good at saving money — unless I’m saving for something specific. Give me a defined target, and the intrinsic motivation that comes along with it, and I’ll get there. There is much to be said about the value of focus in achieving a goal.
The same philosophy is at play with account-based marketing (ABM). Everyone knows it’s important to bolster a business pipeline — just as it’s smart to save money — but lacking clear direction can be a hindrance. This is especially true at a time where B2B prospects crave personalization and tailored experiences more than ever.
As the saying goes, if you’re talking to everyone, you’re talking to no one. ABM provides a focused framework for pursuing your ideal prospective customers. Here comes the twist: Influencer marketing can be the perfect pairing with the approach, providing additional voices who can speak authentically and credibly to the exact people you want to reach.
[bctt tweet=”As the saying goes, if you’re talking to everyone, you’re talking to no one. And that’s one reason why #ABM and #InfluencerMarketing can be a perfect pairing. @NickNelsonMN” username=”toprank”]
How Account-Based Marketing Works
There’s nothing too complicated about it. Basically, rather creating buyer personas and orienting your B2B marketing strategy toward companies that are similar, you instead identify specific companies you’d love to have as customers, then align your strategy more directly.
Once you’re able to win an account’s business, you can shift focus to growing the partnership through upselling, cross-selling, and referrals — a technique often referred to as “land and expand.”
This graphic, via SuperOffice, provides a visual explanation of how the ABM process differs from a traditional sales funnel:
The prevalence of ABM is growing rapidly as B2B organizations come to embrace the logic behind it. Research found that 61% of companies reported having an established ABM practice in 2018, up from 36% in 2017.
Combining ABM with Influencer Marketing
In general, B2B marketing is undergoing a fundamental shift — from quantity to quality. Savvy organizations recognize that meaningful engagement is far more valuable than overall reach, so they’re refining their strategies to connect with the right prospects, rather than emphasizing vanity metric volume.
At TopRank Marketing, we follow a similar mantra with influencers. It’s not about who has the most followers, or the gaudiest personal brand. It’s about who resonates most with your specific customers and prospects. ABM helps bring clarity to the matter because you can more confidently pinpoint individuals who are influential with the precise businesses you wish to win over.
[bctt tweet=”It’s not about who has the most followers, or the gaudiest personal brand. It’s about who resonates most with your specific customers and prospects. @NickNelsonMN #InfluencerMarketing” username=”toprank”]
Once you’ve defined a list of target accounts, you can begin to map out their buying committees and gather insight around the individuals who are likely to impact purchase decisions. When marrying your influencer strategy to your ABM program, you’ll want to consider questions like these:
- Who is influential to people within your targeted accounts? Based on their professional networks and social media activities, which influencers do they pay attention to and trust?
- What topics do your target accounts talk about most? Try to get as specific as you can, then seek out micro-influencers and niche experts with authority in that particular area.
- Who will the people in your target accounts be able to relate to? Authenticity is essential for influencer engagements. You’ll want to identify candidates at similar-sized companies, and with similar roles/functions.
When it comes to making a bottom-line impact, you’ll especially want to concentrate on finding partners with purchasing influence (i.e., they can speak from experience or expertise about your solution and its benefits) for co-creation of content. In essence, this knocks out two birds with one stone, assisting with the development of powerful assets that can activate the influence of your collaborators.
Bring Focus to Your Marketing Strategy
B2B influencer marketing isn’t about enlisting the trendiest Instagram celeb with the most followers. (Well, it is for some companies, but those ones tend to struggle with it.) Instead, it’s about finding the perfect alignment with your audience. Nothing brings more clarity and precision to understanding your audience than ABM, which swaps out theoretical personas for actual organizations and people.
This intersection of ABM and influencer marketing represents one of the most promising frontiers for B2B marketing, especially when it comes to the pursuit of enterprise customers. Not only do influencer partnerships help you break through and gain visibility with busy decision makers at these coveted accounts, but also drive engagement and persuasively move the needle.
[bctt tweet=”The intersection of #ABM and #InfluencerMarketing represents one of the most promising frontiers for B2B marketing, especially when it comes to the pursuit of enterprise customers. @NickNelsonMN” username=”toprank”]
Influencer marketing plays well with numbers B2B marketing tactics. Learn how influence also intersects with SEO.
Attribution, simply put, is a way to assign credit for sales or leads back to the initial marketing activities that drove it.
An attribution model is a way of assigning more or less credit to a marketing campaign, content, or channel depending on where in a customer’s journey they encountered it.
To demonstrate how attribution models work, let’s look at a hypothetical customer journey.
A Sample Customer Journey
Somebody discovers your brand through an ad on Google on a Monday. They browse around briefly, then leave.
On Wednesday, they scroll through their Facebook feed and see a retargeting ad and remembered the product they were looking at and visit again.
On Friday night, they’re hanging out at home on their couch with the tablet and recall your brand name from the previous day and search on Google, this time clicking on an organic listing. While at your site, they see a product they like, but it’s out of stock. They see an “email me when this product becomes available” call to action and sign up for the email reminder.
Next week, when the product comes back in stock they get the reminder email and visit your site again from that campaign. But they want to make sure they’re getting the best deal, so they go to a competitor’s website to check the price on a similar item.
Lastly, since they’re familiar with your brand now, instead of reopening the email they got earlier, they just go directly to the site, search for the item, and buy it for $100.
Applying Attribution Models
Now that we’ve laid out that customer journey, let’s look at how credit for that sale is assigned under a few attribution models.
Last Click Attribution
Last click attribution, sometimes called last touch, is the most common model and the most problematic for two reasons:
- By the time the last touch happens, a potential customer is already educated and familiar with your brand. Which means, they come directly to your site or search for your brand name in Google.
- Almost every analytics platform uses last touch attribution by default. annual shareholder reports tend to also use last touch attribution when talking about digital results. Why? Because they’ve been that way forever and old habits die hard.
Revisiting our customer journey using last click attribution, direct gets all the credit for the sale, completely obscuring the marketing efforts that came before it.
Incredible! Our brand strength is off the charts! Why are we even paying for traffic? Or to send out these expensive email blasts? Or to work with our SEO agency? We should stop doing all of that and just rely on word-of-mouth.
For more on the last click attribution problem, check out this post.
First Click Attribution
Under a first click (or first touch) attribution model the opposite is true; only the first stop in the user journey would get the entirety of the credit for that $100 sale. None of the other touch points leading up to that sale would be credited at all, even though they played an important role in the transaction.
So going back to our customer journey, if we paid $2 to generate that initial ad click, and the first touch attribution model tells us we generated $100 through that ad, we’d rightly think that our ROI for paid search is 50:1!
Wow! We should just shovel our entire marketing budget to Google Ads at that rate!
So why don’t we just give equal credit to all the touch points in a user journey and simplify everything? That’s what a linear model does.
We call it the “Participated Award” of attribution models. You did it, little Johnny! There are no winners and losers, but you tried really hard and that counts for something.
So everybody gets their $20 bucks, everybody’s happy, and we’re not necessarily any wiser about which channels are most effective for the business.
Then there’s u-shaped, also called position-based attribution. Now we’re starting to get somewhere intelligent for retail.
We give the first touch lots of credit, for introducing someone to our brand. Last touch gets lots of credit for closing the deal. And then we sprinkle some loose change on the comparison shopping touches in between.
But is this really what we need? Maybe we sell a really big ticket item, more than $100 and less of a potential impulse buy. In this case, comparison shopping and research touches in the middle of the funnel become more vital.
Then there’s a ramp model, which gives increasing credit to touches as they get closer to the sale. This is also called a time decay model in some attribution tools because it also factors in how long ago the first and middle touches occurred and downgrades the level of credit they get accordingly.
A ramp model is more effective for long sales cycles that require keeping people engaged with your brand over lengthy stretches of time, as well as B2B products and services that require long term commitments and contracts.
Getting Started with a Model
Just wrapping your head around what models are out there is a good first step, but the real gold is backing out to a customized attribution model based on your business and the most common customer journeys you encounter.
Google Analytics’ Model Comparison Tool allows you to apply any of the models we mentioned above on your historical data in a non-destructive way, so you can start to understand the value of considering your performance in a new light.
A word of warning though: once you get hooked on attribution, there’s no going back!
Not all forms of content creation will make you famous, but some come with built-in amplification boosts that can put you well on your way to star-quality promotion.
Working with industry experts and influencers to co-create content is a proven tactic for adding more inherent promotion right from the start of your campaign.
Harnessing the power of industry events, keeping abreast of trend forecast data, and incorporating interactive elements are also tactics that can significantly up your content promotion game.
Let’s take a look at all of these methods and more, and see how to best utilize each, including examples showing how each tactic has driven star-quality success.
Tactic #1 — Co-Creation With Industry Experts & Influencers
Whether you call them industry experts or influencers, when you work with noted figures in your profession and include their insight along with your own, you’ll both reap rewards on several levels by joining together.
Co-created content will by nature provide promotion potential that is greater than the sum of its individual parts, as the value and relevance industry experts add to your content makes it something that not only your target audience will want to learn from and share, but which also benefits from the additional sharing and social amplification influencers can provide.
[bctt tweet=”For any kind of content a business creates and publishes to the world, there is an opportunity for collaboration with credible voices that have active networks interested in what those voices have to say. @LeeOdden” username=”toprank”]
A recent poll on our Twitter channel asked B2B marketers what their biggest influencer marketing hurdles were:
In this informal poll measuring, impact was seen as the top hurdle, which highlights the importance of having an accurate data analytics strategy. I’ve written about this in “New Year, New View: 3 Ways to Approach Analytics in 2019,” including specific tips for dealing with influencer marketing.
Finding the right influencers for your industry has also been a top concern, and a key element in strong influencer partnerships is the ability to share in mutual benefits, as Luciana Moran of Dun & Bradstreet has pointed out.
[bctt tweet=”In order to be successful, the work has to be mutually beneficial to both parties. @lucymoran on #B2BInfluencerMarketing” username=”toprank”]
She shared some of the challenges and rewards of working with influencers in an interview with Lee that is a helpful resource if you’re looking to develop or improve your own influencer marketing program.
With multiple recent estimates predicting influencer marketing as a $10 billion industry by 2020, including 35% growth through 2025, getting influencer marketing right will be more important than ever, which is why many B2B firms turn to a professional marketing agency specializing in the practice.
TopRank Marketing was 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.”
[bctt tweet=”“Partnering with influencers can provide a dramatic boost to your brand’s credibility and authority in the eyes of your audience.” @NickNelsonMN” username=”toprank”]
Here are three additional resources we’ve compiled recently relating to content co-creation, to help you design and implement your own influencer marketing plan:
- Words of Wisdom: Lee Odden’s Top 9 Insights on How to Succeed at Influencer Marketing 2.0, by Caitlin Burgess
- Trust Factors: The (In)Credible Impact of B2B Influencer Marketing, by Nick Nelson
- Sowing the Seeds of Success: 3 Elements of Strong B2B Influencer Relationships, by Caitlin Burgess
Tactic #2 — The Promotional Power of Events
Industry events bring people together, and the collective promotional potential they offer when smartly utilized is a tactic that’s sometimes overlooked, so we’ll explore some of the ways conferences, trade-shows, and other professional events can amplify your marketing campaign efforts.
[bctt tweet=”Tip for creating #ContentGold around industry events: Reach out to organizers, sponsors, or speakers that represent topics and brands of interest to your community to do pre-conference interviews. @LeeOdden” username=”toprank”]
There are many ways to build promotion around events, and we’ve written several recent in-depth articles on the specifics which we’ll share below, including how to take advantage of the follow event-related content promotion areas:
- Speaking at Events
- Event-Specific Content Creation
- Hosting In-Real-Life (IRL) Gatherings at Events
- Participating in Podcast Interviews
- Being Social During Events
- Finding Event-Related Hashtags
- Connecting with Speakers, Exhibitors, and Other Attendees.
- Starting Event-Related Buzz
- Scheduling Event-Related Content
- Joining Private and Public Event Discussion Groups
- Sharing Interesting and Inspiring Speaker and Keynote Quotes
- Inviting Key Industry People to Meet Up
- Amplifying Event Content and Engaging with Attendees
- Giving Social Shout-Outs to Those You Meet
- Sharing Top Session and Keynote Take-Aways
- Forming New Connections with Speakers, Exhibitors, and Attendees
- Savvy Surveying of the Event Schedule
[bctt tweet=”“Publishing content (in many forms) is a great way to retain and share the information you gather at these events.” @azeckman” username=”toprank”]
To get you started in event-related content promotion and how to utilize the items listed above, here are three recent articles we’re written:
- Content Marketing Gold Rush: How to Unearth Content Gold at Marketing Industry Events, by Caitlin Burgess
- Learning Changes Lives: Top Insights from #MPB2B & 5 Tips for Rocking Marketing Events, by Ashley Zeckman
- 12 Helpful Tips for Effectively Using Social Media at Events, by Caitlin Burgess
Tactic #3 — Promotion From Relevant Trend Research
Knowing where your industry is and where it has been are important factors in creating top-quality, relevant promotional efforts, however what can set a campaign apart is having the forward-thinking insight that can only come from a thorough examination of future trend forecast and analysis information.
Our CEO Lee Odden recently shared his latest trends relating to B2B influencer marketing, published in infographic format at Social Media Today, in “The Top B2B Influencer Marketing Trends for 2020 [Infographic].”
[bctt tweet=”“Not only is influencer marketing one of the fastest growing areas in marketing, it’s also one of the disciplines where B2B brands are seeing trend-setting marketing performance.” @LeeOdden” username=”toprank”]
Finding relevant trend and forecast report data can be a daunting challenge, but it’s well worth the effort for the added insight you’ll gain and be able to include in your marketing efforts.
We’ve made it easier than ever to locate some of the top recent reports, with our recently-published “15 Reports Charting the Future of Content Marketing,” featuring new trend data from the Pew Research Center, Edelman, Edison Research, Cision, Shutterstock, Mary Meeker, Buffer, LinkedIn, Content Marketing Institute, MarketingProfs, Chief Marketer, Vidyard, Triton Digital, Sprout Social, Social Media Examiner, Hootsuite, and We Are Social.
[bctt tweet=”“Finding trends in what your current customers need can help you answer questions that your prospective customers might be asking, too.” — Jessica Best @bestofjess” username=”toprank”]
Below you’ll also find three addition resources for not only locating existing trend publications, but for digging in and doing your own research using audience intent and question research tools.
- 10 Smart Question Research Tools for B2B Marketers, by this author
- 7 Top B2B Influencer Marketing Trends for 2020, by Lee Odden
- Key B2B Takeaways From the 2019 Internet Trends Report, by this author
[bctt tweet=”“Find out what questions your customers are asking and answer them with your content.” @LeeOdden” username=”toprank”]
Tactic #4 — Inclusive Use of Your Digital Archives ; Re-Purposing
The longest journeys in life, and indeed the adventures of life itself, aren’t taken in one fell swoop, but in a continual series of steps that each build on previous steps.
The information in the content we create is similar, and if we wish to build inspiring and life-changing content, we shouldn’t ignore the wisdom that has come from our prior work, which is where content re-purposing comes in ready to shine.
Some information that you’ve previously published will be the type of always-relevant evergreen content that can add to the usefulness of new campaigns, and smart marketers will re-use it, oftentimes adding slight modifications or improvements.
[bctt tweet=”We don’t need more content. We need better content! @annhandley of @MarketingProfs” username=”toprank”]
Re-purposing can help create a more authentic type of content as well, and provide the kind of best-answer content that audiences are seeking.
[bctt tweet=”“Using a modular approach will make the repurposing process easier, keyword relevant and meaningful for the audience because topics are driven by an understanding of customer interests, questions and triggers.” — Lee Odden @leeodden” username=”toprank”]
Here are three recent articles we’ve written to help you successfully re-purposing content:
- Don’t Blink: 3 Often-Overlooked Practices for Highly-Effective Content Creation, by this author
- When & Why Net-New Content Creation Makes Sense—And When It Doesn’t, by Anne Leuman
- A Tasty, Strategic Addition to the Content Marketing Table: ‘Repurposed Content Cobbler’, by Caitlin Burgess
Tactic #5 — Promotion Using Interactive Elements
With our fascination in two-way online experiences instead of traditional passive one-way content, it shouldn’t come as any great surprise that elements of interactive content have some of the highest engagement rates of all.
Since 2016 93% of marketers have viewed interactive content as effective in educating buyers versus just 70% for static content, according to survey data by Inc. and others, with similar figures continuing through today.
As the technical capabilities of the Web have grown significantly since its inception, more than ever before audiences are seeking out and expecting the type of content they can engage and interact with beyond merely clicking links.
Whether it’s live-chat — either automated or with an actual person — real-time virtual reality (VR) or augmented reality (AR), in-content playable moments, or any number of the new methods for two-way online communication, adding interactive elements to your content is a fantastic way to build a stronger connection with your customers and target audience.
[bctt tweet=”“Creating compelling experiences with interactive content is one way to stand out, differentiate, and optimize for effectiveness.” @LeeOdden” username=”toprank”]
For its recent “Reshaping Customer Experience Management: The Future of #CXM” campaign, *Adobe worked with TopRank Marketing to create a unique interactive online story featuring a wealth of helpful B2B influencer content to increase awareness of Adobe’s Customer Experience Management solutions.
The campaign combined expert insight from top industry experts including Jay Baer of Convince & Convert, Ann Handley of MarketingProfs, Scott Monty of Scott Monty Strategies, Rachel Richter of Dun & Bradstreet and others, with enticing and useful interactive elements to bring Adobe’s CXM to life.
[bctt tweet=”“Interactivity boosts content effectiveness no matter what your goals might be. Creating awareness, educating customers, driving leads, or attracting talent, content is more engaging when it invites the reader to play along.” @NiteWrites” username=”toprank”]
Another recent poll on our Twitter channel asked B2B marketers which element offered the biggest performance increase potential in a blog post:
Interactive elements was the top choice in this informal poll, highlighting their power to drive engagement.
YouTube recently announced new augmented reality (AR) advertising options, which will be available later this summer through its influencer marketing platform, FameBit — an example of how the world’s largest video platform is expanding its use of interactive content elements.
Finally, here are three helpful interactive experience resources for marketers looking to begin or start utilizing the power of interactivity:
- The Future of B2B Content: Data-Informed, Interactive, and Influential, by Lee Odden
- B2B Brands Go Bold: 7 Great Examples of Interactive B2B Content, by Joshua Nite
- How B2B Marketers Can Make the Most of Interactive Content Tools, by Caitlin Burgess
Be Your Own Best Content Promotion Shining Star
Content promotion fame isn’t in the stars for every campaign, however by using influencer co-creation, harnessing the power of events and trends, and incorporating smart re-purposing with engaging interactive elements, you’ll be that much closer to the red carpets of Cannes.
*Adobe is a TopRank Marketing client.
The post 5 Content Promotion Tactics To Make You (Almost) Famous appeared first on Online Marketing Blog – TopRank®.
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Today, the competition is stiff and businesses are facing more resistance than ever from other competitors in the market. Therefore, you must promote your design services beyond the typical markets. Read on to learn how you can promote your web design business with Instagram.
Boost Brand Awareness
You will need to highlight your design business through Instagram marketing. This way, you will gain likes, comments, and shares to grow your business, increase online visibility and brand awareness. You can opt for increasing your likes through organic or paid marketing depending on your business requirement and budget. You will find numerous social media tools to take your branding efforts to the next level using Instagram.
Improve Customer Engagement
The basic reason why small business owners do not have websites because they think the process as complicated. As a designer, you can simply use your web page layout with Instagram photos and videos. There is no doubt about the same.
You can create short videos to explain some of your design philosophy and post the same on the photo-sharing platform. Again, leverage Instagram stories to show you work on your design projects or share a client video appreciating your work. This way, you can gain more followers for Instagram than ever.
Make the Most out of Instagram Visuals
When it comes to Instagram, it is about high-definition photos and videos. Therefore, pique audience interest by displaying your web design samples in a creative manner. This way, your web designing skills will be noticed and potential clients would start showing interest in your work. Post new design samples and schedule the posts.
Again, use your landing page design to offer a discount on your web design, responsive design, and graphics, and logo design services to grab client attention.
Drive Quality Traffic to Your Business Website
You need to ensure that prospective customers visit your website and understand what your web design services have to offer. You need leads and conversions. There are many ways to drive traffic but Instagram marketing is your best bet. You are targeting a huge audience base. Therefore, include a link in your Instagram bio and post unique, eye-catching, relevant, and innovative photos and videos to ensure increased traffic to your website.
If you are new to Instagram, take some time out of your busy schedule and read online blogs and tutorials to use Instagram for your web design business. Put some effort and you will succeed if you are serious about growing your business. Try this tactic and you’ll be surprised by the results.
Now that you have these tips handy, consider them to grow your web design business and boost brand awareness.
Walter Moore is a renowned management expert and digital marketing expert. He is an experienced digital marketer and has helped e-commerce businesses in all niches gain with his effective marketing strategies and guidance.
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