Online Marketing Blog - TopRank®

Time 2020-07-08 07:04:15

Web Name: Online Marketing Blog - TopRank®

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MENUMENUServicesInfluencer MarketingContent MarketingSearch MarketingResourcesResourcesNewsOur WorkIndustriesBlogAbout UsMeet the TeamCareersContact 5 Things to Know About Building Trust in the Age of Social Media Nick Nelson onJul 7th, 2020 B2B Marketing, Social Media Does your company advertise? If so, I have bad news: Your audience doesn t trust your ads.I don t mean to call you out specifically, dear anonymous reader. But statistically speaking, it is a likely reality. A wide-reaching survey earlier this year found advertising to be the least likely source people would use to garner information about a business, with just 14% saying they trust advertisers in this respect. That’s not to say advertising doesn’t work. It just doesn’t work on its own.Customers are looking elsewhere to form perceptions about your business and what it stands for. Only once they’ve shaped these perceptions are your ads likely to break through and make an impact. Social media is becoming more vital than ever as a proving ground for brands in this respect.5 Things to Know About Building Trust in the Age of Social MediaLeave a CommentAlways On Influence: Costs Less and Better ROI Here s Why Lee Odden onJul 6th, 2020 B2B Marketing, Influencer Marketing Virtually every marketing tactic is under evaluation right now as B2B marketing departments react to the domino effect of changes in consumer spending during the pandemic. Many B2C marketers are putting a pause on their influencer marketing investments as the world of travel, hospitality, retail, sports and entertainment have changed dramatically.In the business to business world, things have changed as well but not anywhere near as significantly and not always at the expense of lowered marketing budgets. The trend in B2B is digital and self serve from virtual events and prospect engagement to buyers now conducting the majority of their research and interactions on their own before making purchase decisions.Always On Influence: Costs Less and Better ROI Here s WhyLeave a CommentB2B Marketing News: COVID19 Impact on B2B, Boost in Online B2B Purchasing, Google Combines Search Console Analytics Data Lee Odden onJul 3rd, 2020 Online Marketing News Which Recommendation Types Do Consumers Find Most Compelling? “Based on your favorite” is the most impactful recommendation type, study data shows. MarketingChartsGoogle Expands Access to its Business Messaging Tools from Search and Maps. Expanded brand reach to customers via maps and search listings are among features in a new tool rollout.  Social Media TodayCOVID-19’s Impact on the B2B Industry. B2Bs are figuring out how to stay in business, operate and recover. This often requires a digital transformation of marketing and sales efforts. eMarketerGoogle to pay some publishers for content; others dubious. Alphabet’s Google on Thursday took a step towards resolving its spat with publishers, saying it would pay some media groups in Australia, Brazil and Germany for high-quality content and expects to do more deals, but others were skeptical.. ReutersB2B Marketing News: COVID19 Impact on B2B, Boost in Online B2B Purchasing, Google Combines Search Console Analytics DataLeave a Comment5 Ways to Make Brand Social Media Profiles More Compelling Joshua Nite onJul 2nd, 2020 Social Media As a concerned consumer, I have to admit that I’m ambivalent about social media. On the one hand, it keeps me connected with friends and family. And it provides a platform for those whose voices have been marginalized. On the other hand, it can be a 24-7 outrage machine where I can ruin my blood pressure arguing with strangers.As a marketer, however, I wholeheartedly celebrate social media. Brands have never had such rich opportunities to interact with customers and potential customers. They’ve never been able to so easily display what the brand is about, what it stands for, and how it can bring value to people.This is especially important now that virtually all B2B business is done digitally and customers are using digital channels more than ever to find information, learn about brands and solutions.5 Ways to Make Brand Social Media Profiles More CompellingLeave a CommentLivestream Marketing: 5 B2B Brands Rocking LinkedIn Live Lane Ellis onJul 1st, 2020 B2B Marketing, LinkedIn, Video How can B2B brands benefit from using LinkedIn Live, and what are some examples of businesses rocking their LinkedIn Live marketing?LinkedIn* has seen its live-streaming LinkedIn Live feature being used by more major firms all the time, and we’ll take a look at five top B2B brands that are rocking their LinkedIn Live game.The sky s the limit when it comes to how B2B brands can use LinkedIn Live. Here are 12 to get you started:Interviewing a Member of Your C-SuiteAnswering Frequently-Asked QuestionsStreaming a Keynote or SessionHighlighting Special EventsStreaming “Ask Me Anything” EpisodesIntroducing Various Team MembersDeep-Dive InterviewsShowcasing Behind The Scenes Workplace CultureUnveiling New InnovationsLaunching Episodic ContentLivestream Marketing: 5 B2B Brands Rocking LinkedIn LiveLeave a CommentWhy Content Marketing is More Important Than Ever for B2B Brands Nick Nelson onJun 30th, 2020 B2B Marketing, Content Marketing In his recently published eBook, Corona Marketing, Joe Pulizzi recounts how he and his wife launched the website Content Marketing Institute in 2007 at the exact time as a devastating financial crisis was beginning to unfold in the United States. “At the time, we believed things couldn’t have been bleaker,” Pulizzi writes. “Looking back though, this was absolutely the best time for my wife and I to start a business.”Why is that? Because their commitment to providing useful, helpful and relevant content – even at a time where it was difficult to drive direct revenue with that content – paid major dividends as the market recovered. Why Content Marketing is More Important Than Ever for B2B BrandsLeave a CommentThree B2B Marketing Tactics That Will Outlast the COVID19 Pandemic Lee Odden onJun 29th, 2020 B2B Marketing, Influencer Marketing, SEO Without question, the COVID-19 pandemic has had an impact on the B2B world with companies generally reducing marketing budgets. At the same time, many B2B companies are maintaining or increasing marketing spend as we ve seen with most of our clients at TopRank Marketing.While there has generally been a shift from explicit sales/push marketing content to brand messaging that is more aligned with the times and empathetic to customers, sales expectations still exist for B2B brands during the COVID-19 pandemic.The challenge many B2B marketers are facing is to understand how to navigate both the short term changes in what works for customers in the current environment as as well as in the long term, post-crisis.Three B2B Marketing Tactics That Will Outlast the COVID19 PandemicLeave a CommentB2B Marketing News: 3 New B2B Marketing Studies, Twitter s Audio Tweets, Google s Pinterest-like Keen Project, Gen Z Digital Consumption Habits Lane Ellis onJun 26th, 2020 Online Marketing News The 10 Traits B2B Buyers and Managers Value Most in Salespeople42 percent of B2B buyers value active listening when it comes to interacting with salespeople, according to recently-released survey data from LinkedIn (client), while 38 percent value problem solving, 38 percent confidence, and 34 percent who said that they value relationship building skills. MarketingProfsAddressing the B2B void between product data and online sales [Survey]52.8 percent of B2B professionals expect to add voice-controlled search technology to their customer experience (CX) program within the next 12 months, according to newly-released report data, while 44.8 percent plan to add live chat, and 39 percent expect to install new augmented reality (AR) and virtual reality (VR) technology. Digital Commerce 360B2B Marketing News: 3 New B2B Marketing Studies, Twitter s Audio Tweets, Google s Pinterest-like Keen Project, Gen Z Digital Consumption HabitsLeave a CommentBreak Free Marketing Season 2 Wrap Up: Reinventing B2B Marketing Tiffani Allen onJun 25th, 2020 B2B Marketing, Video Interviews Season two of TopRank Marketing’s video podcast series, “Break Free B2B,” has come to a close. We had the opportunity to interview some of the smartest B2B marketers in the industry, to find out how they’re breaking the mold and reinventing the role and function of the marketing department in B2B organizations.The series covered three key themes:Reinvigorating Scalable, Global ABMCreating Online and Offline Experiences that InspireReinventing B2B Marketing and How Success is MeasuredOne consistent message among all ten interviews is that it s time to shake things up. B2B marketing doesn t need more of the same. These experts are well aware of that fact. Simply repeating tactics that have always been done and are considered industry standards is no longer enough. It s time to push the envelope, find a way to scale your ABM program, inspire your prospects with experiences, and continue to evolve how you approach marketing and measurement.Break Free Marketing Season 2 Wrap Up: Reinventing B2B MarketingLeave a CommentAlways-On Influence: Why B2B Needs Brand Research 11 Must-Ask Questions For Marketers Lane Ellis onJun 24th, 2020 B2B Marketing, Influencer Marketing What is brand research and why is it an important step in building a successful always-on  B2B influencer marketing program? What are the key facts you need to learn about a brand that will lead to the creation of a strong ongoing influencer program?Doing brand research right is crucial for always-on B2B influencer marketing success, but where do you start, especially with the increased importance of brand empathy and authenticity?Don’t worry, as in the third part of our ongoing #AlwaysOnInfluence series — following on the heels of “Always On Influence: Short Term vs. Long Term for Success During a Crisis” — we’ll take the time to show why brand research is key to building a B2B influencer marketing program that features the most relevant influencers.Always-On Influence: Why B2B Needs Brand Research 11 Must-Ask Questions For MarketersLeave a CommentManufacturing Runs: 9 Summer Content Marketing Tips Drawn from the Diamond Nick Nelson onJun 23rd, 2020 B2B Marketing, Content Marketing Baseball and content marketing are two of my greatest passions. When I think about it, there are some intrinsic similarities between the two that aren t hard to see.Much like content marketing, baseball is rhythmic and methodical by design. Sure, there are the flashy home runs (and it helps when your favorite team *ahem* set the all-time record a year ago), but at its core, baseball is about strategy, patience, and sequencing: Accept the inevitability of failure and learn from it. Take good at-bats, call the right plays, string together base runners, manufacture runs.via GIPHYSadly there is no baseball season right now, but if there was, it d be inching toward the dog days of summer – a term given to those stretches in July and August where the relentless heat and daily grind start to wear on ball players as they battle their way through a marathon 162-game schedule.Manufacturing Runs: 9 Summer Content Marketing Tips Drawn from the DiamondLeave a CommentTrust in Marketing: How to Build Influence with the C-Suite and on the Street with Customers Lee Odden onJun 22nd, 2020 B2B Marketing 80% of CEOs don t trust marketers.And yet 91% of CEOs do trust CIOs and CFOsOuch!In addition to the many challenges marketers are currently facing with the COVID-19 pandemic and overall social change, a study by Fournaise Group found that CEOs felt marketing was not meeting expectations, causing a lack of confidence. Whether it was due to too much emphasis on martech or marketing hype , the outcome is clear: the credibility of marketing is at risk.The thing is, those credibility issues are not limited to the C-Suite. Customers have trust issues with marketing as well and for good reasons:Brand vs. Customer FocusLack of Confidence TrustNot Delivering ValueNot Meeting ExpectationsLack of AuthenticityTrust in Marketing: How to Build Influence with the C-Suite and on the Street with CustomersLeave a Comment123343Next Page LET S GET SOCIAL We use cookies to understand how you use our site and to improve your experience. This includes personalizing content and advertising. By continuing to use our site, you accept our use of cookies and revised Privacy Policy.

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