How to Get Executive Buy-In for Your B2B Influencer Marketing Program

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Increasing numbers of marketers are enthusiastic about the power of influencer marketing – and not just in the B2C marketing world. B2B marketers are also discovering that influencer marketing goes beyond things like asking bloggers to vouch for their products on Twitter in return for a free sample.

Professionals with clout are engaged in active digital conversations about things that matter to them with their audiences – audiences that contain buyers that are influenced about which products and services they buy. According to a study by Nielsen, 85% of consumers seek out trusted expert content when considering a purchase.

Aligned with these influencers, B2B brands can build relationships, speak to industry issues, and form mutually beneficial partnerships. As Lee wrote recently, influencer marketing can be a faster way to build thought leadership than creating it from scratch. We’ve been implementing B2B influencer content programs for ourselves and clients for several years. The impact has been substantial, creating greater awareness, consideration and authority for the B2B brands involved. We’ve also learned the importance of gaining consensus about what an influencer marketing program can achieve.

Savvy B2B marketers know that changes in marketing strategy and tactics require some convincing and support in order to be successful. Before you go full steam ahead with something new like an influencer marketing program, it’s important to get buy-in from executives, your stakeholders, and anybody else whose support is needed with marketing strategy decisions.

So how do you take a new B2B influencer marketing plan back to your constituents on Monday morning and get them as excited as you are?

Even if you’re enthusiastic about how an influencer marketing will help your B2B brand grow awareness, you may still be a few steps removed from getting your boss on board. From conceptualizing content marketing campaigns to carrying them out, marketing teams already have hefty to-do lists. Researching and writing content, designing visual components, building ebooks and landing pages, hosting webinars – you and your team’s hands are probably already pretty full.

To your stakeholders, the idea of adding a relationship-building outreach component may bring up a few questions:

  1. Concern that your brand’s messaging will lose its focus by bringing in other people to contribute,
  2. Worry about a potential bottleneck to the content creation process, or
  3. Doubt that pursuing influencers will contribute to your overall goal of generating more leads or sales.

And yet for many B2B brands, influencer marketing is working – and it’s worth a shot for your brand, too. TopRank Marketing influencer content programs and those of clients like Dell, LinkedIn, CMI and MarketingProfs are great examples of B2B influencer marketing in action.

To echo the Beatles, brands really do get by with “a little help from their friends”. So how do you communicate that vision to the powers that be?

Be the expert

Working with influencers is a whole new world for many B2B marketers. As the marketing expert spearheading the influencer marketing program, you will need to serve as the guide that your stakeholders can trust.

Help your boss and constituents understand what influencer marketing is and is not:

  • Influencer marketing is aligning with prominent industry leaders in order to develop relationships with the goal of mutual promotion for everyone involved.
  • Influencer marketing is not stalking and schmoozing popular people with the hopes that their breeze will lift your sail.

Depending on your company’s business goals, make sure you highlight how implementing an influencer content marketing program will help you achieve the bottom line – or contribute to facilitating the customer journey. Communicate the potential benefits of an influencer marketing program. This includes:

  • Increased brand awareness where buyers and other influencers seek expert information
  • More awareness amongst industry media and blogs
  • More social engagement and social penetration for your content
  • In-depth expert content that can be repurposed in blogs, white papers, social messages, and more.
  • Lasting relationships with real people who matter to your industry
  • Contacts and leads
  • Shorter sales cycles

Show them the data

There’s no guarantee of success with every new marketing initiative, but you can go in with some analytical confidence that you’re making a smart move with a clear line of sight to important business goals. In one study from Augure, 70% of marketers reported success from their influencer marketing efforts. From the consumer standpoint, numerous statistics show that consumers listen to and trust what influential folks are saying on social media when they make purchasing decisions. Furthermore, 92% of consumers trust earned media, according to Nielsen.

Industry proof points will also help your stakeholders get on board with an influencer marketing program. Consider:

  • Which of your competitors are moving in this direction?
  • Are there others in your industry who have chosen to pursue influencer marketing?

Before you make your case, do a little research so you can say with confidence whether or not your company would be pioneers and leaders in this venture, or whether there is an opportunity to one-up what’s already being done.

As buyers become increasingly wary of brand-first, sales-oriented communications, the data definitely supports joining hands with influential friends in your industry to provide education, engagement and affect purchasing decisions.

Share a game plan

When pitching an influencer marketing program, bring a well-defined strategy, but be open for discussion. Will you go all in, or test how influencer outreach goes first? Starting small could mean wholeheartedly targeting a few quality influencers for an upcoming campaign, and then analyzing the results afterwards to gauge the success of the tactic.

Provide examples of a thought leader who is already speaking to your target audience – whether it’s a prominent expert who tweets hourly about the issues your C-suite executives are battling (that you can help them fix), or an entrepreneur who shares productivity tips with a following of business managers who may also need your B2B solution. Share steps for how you might attract, engage and partner with those influencers.

The success of a B2B influencer marketing program will ultimately depend on the cooperation of your selected influencers. But if you can make strategic outreach informed by social data to the right people, the results and relationships that come out of the initiative could truly be spectacular. If your stakeholders believe in the power of friendship and the notion that “a rising tide lifts all ships”, it’s likely that they’ll be enthusiastic about the prospect of an influencer marketing program, too.  With that consensus, your executives will be more willing to support whatever time and effort you need to make an influencer content marketing program happen.

I’d love to hear your thoughts. What other tips do you have for getting B2B buy-in for an influencer marketing program?

Photo: Shutterstock


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How to Get Executive Buy-In for Your B2B Influencer Marketing Program | http://www.toprankblog.com

September 24th 2014 Online Marketing

Online Marketing News: Unpopular Is Less Popular On Social, C-Suite Doesn’t Get Digital, Facebook For The Media

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Media Time On Social

Social Networking Accounts For (at Least) 28% of All Media Time Spent Online [STUDY] - Internet users now spend a daily average of 6.09 hours on online media, and more than one full quarter of all that time that is used by social networking on platforms such as Facebook, Twitter, Snapchat and Instagram, reveals a new study.  AllTwitter

The U.S. Accounts for 41.5% of all Mentions on Twitter (UK: 9.7%, France: 5.4%) [INFOGRAPHIC] - Did you know that more than two in five of all mentions on Twitter – all those @replies and @username tags we each do many times each day – take place in the United States? Find out more from this informative infographic. AllTwitter

Facebook Announces Facebook Media — A Hub For Media Outlets and Others - For advertisers looking for support or guidance, there is Facebook for Business. Now, for members of the media (as well as public figures and other organizations like nonprofits), there’s Facebook Media. The social network today announced Facebook Media, a similar resource for media outlets looking for more efficient ways to utilize Facebook. Facebook

It Would Cost Each User $232 A Year For An Ad-Free Internet, Study Finds - We all know that ads are the lifeblood of the Internet. Annoying? Sure. You’d be hard-pressed, though, to find anyone who didn’t understand that they were a necessary evil. But what would happen if we were to somehow–miraculously?–dispense with all the ads? How much would you be willing to pay? Fast Company

Fortune 500 Blogging Down 3% This Year, First Drop In 7 Years [Survey] - For the first time in seven years, the use of a corporate blog among the Fortune 500 has dropped. Marketing Land

83% of Fortune 500 Companies Have Active Twitter Profiles [STUDY] - Twitter has always been popular amongst America’s largest corporations, and a new study has revealed that 83 percent of the Fortune 500 are now active on the platform, an increase of 6 percent from last year. AllTwitter

The Top 25 Mobile Apps (Twitter is 14th, Behind Yahoo Weather) [STATS] - comScore tracked the 25 most popular apps amongst adults in the U.S., measuring both iOS and Android, and found that 115.4 million people had used the Facebook app in June of this year. 83.4 million had used YouTube, and other Google properties (Play, Search, Maps and Gmail) also featured in the top 10. AllTwitter

Pew: Social Media Users with Unpopular Opinions are Less Likely to Speak Out - According to a new report from the Pew Research Center, social media users with unpopular political opinions are less likely to speak out on social platforms and in real life. This is in contrast to the commonly-held belief that social networks give those with minority opinions a venue for their thoughts. SocialTimes

Less Than Half of Marketers Say the C-Suite “Gets” Digital - Companies identified as “digital marketing leaders” in the latest marketing study from Epsilon and Econsultancy tend to have better alignment throughout their organization about the digital marketing strategy, as well as better financial performance and customer retention, than their peers. Direct Marketing News

Video Marketing Survey: 71% Say Video Conversion Rates Outperform Other Marketing Content - Marketers who fail to incorporate videos into their content marketing strategy may be overlooking a potential goldmine. According to a video benchmark report from video marketing and analytics platform Vidyard, 71 percent of marketers said their video content’s conversion performance was either somewhat or much better compared to other types of marketing content. Marketing Land

70% of College Students Post to Snapchat Daily (Twitter: 46%, Facebook: 11%) [STUDY] - Remember when everyone thought Snapchat was just a novelty app? Something trivial, used by kids? How we all rolled our eyes when Snapchat had the audacity to turn down a $3 billion buyout from Facebook? AllTwitter

Study: How cost-efficient is Facebook advertising? - Even as the cost of Facebook advertising rises, is the social network’s offering the most efficient for marketers? According to a new study by Neustar, Facebook advertising in Q2 beat out other avenues (network, portal and exchange) in terms of reach efficiency and average cost. AllFacebook

From our Online Marketing Community:

From Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content – Interview with Ann Handley, Ann Handley replied, “Thanks for having me, Lee! And the fun photos… Great content IS great marketing! :)

Go4Word said, “I really loved this article. Some really great points and points of view. We will definitely be looking at including some of the suggestions into our content marketing efforts.”

And on Online Marketing News: Most Popular Acronyms LOL, Most Social Isn’t Engaging, Twitter CEO Does Some Explaining, Kostas Chiotis said “Great round up of the latest Social Media news Ben. I think the topics I’ve found most interesting in recent days has been the study regarding mobile use and also on social media roi.”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: GlobalWebIndex.net


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Online Marketing News: Unpopular Is Less Popular On Social, C-Suite Doesn’t Get Digital, Facebook For The Media | http://www.toprankblog.com

September 19th 2014 Online Marketing

Online Marketing News: Most Popular Acronyms LOL, Most Social Isn’t Engaging, Twitter CEO Does Some Explaining

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Twitter Adds Buy Button

Twitter ‘Buy’ Button Launches (Alongside New Twitter Commerce T&Cs) - We’ve been tracking the rumours for a while and now, finally, Twitter’s ‘Buy’ button has launched, and with it some new Twitter commerce terms and conditions. AllTwitter

Display Grabs Larger Share of Rapidly Growing Global Mobile Ad Spend - Global mobile advertising revenues almost doubled from $10.1 billion in 2012 to $19.3 billion in 2013, details a new report [pdf] from the Interactive Advertising Bureau (IAB) and IHS. While search remained the dominant revenue format, its share of total revenues remained flat at 48.9%, as its 92% year-over-year increase in revenues was on par with the overall gains. Display ad spending showed more rapid growth, more than doubling en route to 41.5% share of total revenues, up from 35.7% the year prior. MarketingCharts

The Most Popular Acronyms on Twitter - Twitter’s tight character-count limit can lead to a lot of brevity in speech. Expressing ideas needs to be done succinctly, and as such, acronyms like LOL, OMG and IDK are very popular. A study conducted by We Are Social ranks the top 50 social acronyms. SocialTimes

Twitter CEO Explains How (And Why) Random Favorites Are Appearing in Your Timeline - Last month Twitter started experimenting with showing favorites to some users from the accounts that they follow – that is, when their friends favorited a tweet, some of those favorites started to show up in their timeline. AllTwitter

Study: 81% of CMOs Are Confident They’ll Meet Revenue Goals - Reflecting confidence in the global business economy, 81% of senior marketers surveyed by the Chief Marketing Officer Council said they’re confident they’ll meet management goals for top-line revenue growth and market share in the next 12 months. AdAge

Facebook: 15M People Talking About ALS Ice Bucket Challenge, 1.2M Videos Posted - People all over Facebook are soaking themselves with ice water to bring awareness to ALS — including Facebook CEO Mark Zuckerberg and Chief Operating Officer Sheryl Sandberg. But how widespread has this been? Facebook released statistics Friday, showing that 15 million people across the social network have posted about, commented or liked a post related to the ALS Ice Bucket Challenge. People have also posted more than 1.2 million videos. AllFacebook

79% of Marketers Have Used Promoted Tweets in 2014 (But CPC Has Doubled Since January) [STUDY] - Twitter launched its Promoted Tweets marketing products back in April 2010 to much fanfare (and more than a little hyperbole). While the platform took a little while to find its legs, a new study has revealed that almost four in five U.S. marketers have now used Promoted Tweets in their advertising campaigns, despite paying more than twice what they were just six months ago. AllTwitter

Study: Consumers Increasingly Turn To Mobile & Varied Media Combinations In Last Mile - If you thought people started their shopping on mobile then turned to their laptop or desktop to close the sale, you’re mistaken. Last week, the Local Search Association released an infographic based on 2013 statistics from our annual “Local Media Tracking Study,” conducted by Burke, Inc., which provides key insights into the reach of various local media sources across computer/laptop, mobile phone/smartphone and netbook/tablet. Search Engine Land

Tumblr to Offer Brand Image Analysis - Tumblr is sealing a deal this week with image recognition company Ditto Labs to provide marketers with intelligence on how their brands are presented in the 130 million images posted daily on the social network, according to a report in Mashable. Digital Marketing News

173 Million Americans Now Own a Smartphone - More Americans are using smartphones. As adoption reaches full market saturation, the analyst focus continues to shift toward software apps. comScore released data reporting key trends in the U.S. smartphone industry for June 2014. Social Media Today

Just One Third of Marketers Say They Can Accurately Measure Social Media ROI [STUDY] - How do you measure the return on investment for your social media campaigns? It’s the age-old question, and one that brands and marketing departments have struggled to answer for a decade now. And they’re still mystified: a new study reveals that just one third of executives are confident that they can accurately measure the effect of company social media use. AllTwitter

Most Popular Digital Marketing and Online Advertising Metrics - How do most digital marketers measure success? CMO took a look. Here is what they found. MarketingCharts

99% of Social Media Posts Generate Almost no Engagement [STUDY] - A new study has revealed that 99 percent of organic, unpaid social media posts generate little to no engagement, with that remaining one percent soaking up almost all of the Likes, retweets, shares and comments across the top platforms. AllTwitter

From our Online Marketing Community:

In response to 5 Ways to Optimize Your Content Marketing World Experience, Mike Turner said, “Great article Lee! There are plenty of new ideas to add to those I had already planned. Thanks for posting.”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Graphic: Twitter


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Online Marketing News: Most Popular Acronyms LOL, Most Social Isn’t Engaging, Twitter CEO Does Some Explaining | http://www.toprankblog.com

September 12th 2014 Online Marketing

Creating Content That Drives Revenue: Jason Miller and Shafqat Islam

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Jason Miller and Shafqat Islam

It’s another packed house in the ROI track with LinkedIn’s Jason Miller and NewsCred’s Shafqat Islam taking the stage after Shane Snow’s inspiring session. The duo did not disappoint. When it was over, the gentleman seated behind me said, “that was the best presentation I’ve seen yet.” The gentleman next to him concurred.

Shafqat kicked it off with a fantastic segue from Shane Snow’s Che Guevara story, telling the crowd about the Che poster he proudly displayed on his wall when he was younger. He then cited the following George Bernard Shaw quote:

If at age 20 you are not a communist then you have no heart. If at age 30 you are not a capitalist then you have no brains.

What a perfect way to introduce the topic of content creation and ROI.

Next, Jason took the stage and did some “face melting” with his amazing insights and delivery style. I’m extremely fortunate for the opportunity to work with, and learn from, brilliant marketers like Jason Miller and his tag-team partner Deanna Lazzaroni at LinkedIn Marketing Solutions on a regular basis.

I can’t possibly cover all the helpful information Jason and Shafqat shared in less than five blog posts, so hopefully I can pass along some of the value provided with my three top takeaways.

Takeaway #1: Don’t over-complicate content marketing ROI

“We seem to complicate this stuff even though its not too complicated,” said Jason, before revealing the one job of content marketers: empathizing with prospects and customers.

The answer is not more content. The answer is more relevant content, and content marketers can get to the point, optimally, via insights. Jason believes that analyzing the following three (and only three) metrics will reveal everything you need to know about the effectiveness of your content:

  • Referral traffic: If more people are discovering your content by means other than branded searches, this is a good sign that it’s resonating
  • Social engagement: Sharing is a sign of relevance. It indicates you are connecting with your audience. Even if it’s only ten shares, if it inspires shares by the right people, that’s all you need
  • Lead quality: If people are entering the funnel and are converting more quickly, it’s a sign that your content is connecting and nurturing

Takeaway #2: Consumers love packaged content and content marketers should too

Jason cited Doug Kessler’s advice to focus on hitting one home run per quarter. Marketers can accomplish this with a big rock piece of content. One piece of content can fill an editorial calendar with social shares and blog posts for weeks on end. Marketers can also drive greater ROI and efficiency by creating themed content that can be aggregated into a big rock piece of content later.

3 ways to create big rock content

  1. Create the all-encompassing guide to whatever the hell conversation you want to own
  2. The Hugh MacLeod strategy: write a series of relevant blog posts then roll them into a nice package
  3. Flip your case studies on their heads. Turn your bottom funnel case studies into success stories, as Pantheon did with their “8 Amazing Drupal Launches” piece

Takeaway #3: Content marketing ROI begins with proper organization of the marketing team

To ensure efficiency and consistency, the entire team needs to be aligned. Jason’s Kiss slide explained this perfectly:

Kiss Content Team

The only things missing here are Kiss’s manager (PR) and the amazing shows they produce (event marketing). Kiss built a thriving community by working harmoniously, and content marketing teams can do the same. Your community doesn’t need to be as large as the Kiss Army to drive results, they just need to be engaged. Creating engaging content is easier when all the moving parts of your marketing team are moving toward the same objectives.

Thank you to Jason Miller and Shafqat Islam for delivering a thrill. I look forward to reading Jason’s new book, Welcome to the Funnel.


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© Online Marketing Blog – TopRank®, 2014. |
Creating Content That Drives Revenue: Jason Miller and Shafqat Islam | http://www.toprankblog.com

September 12th 2014 Online Marketing

Online Marketing News: Bing Gets Conversational, LinkedIn Gets Transparent, YouTube Wins Popularity Contest

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10 Reasons Social Is Good For Business

10 Reasons Why Social Media is Good for Business [INFOGRAPHIC] - Some say social doesn’t make business sense.  Those folks are wrong. This infographic covers 10 reasons why social is good for business and why you should be doing it too.  AllTwitter

Bing Launches Conversational Search - In its continued drive to build a search platform based on entity and conversational understanding, Bing has launched a new feature that enables the site to keep the context of a search from one query to the next. Search Engine Land

Facebook Drives More In-Store Sales for Small Businesses Than Pinterest or Twitter [Study] - A new study from digital marketing company G/O Digital shows that compared to Twitter and Pinterest, Facebook is better at driving offline sales for small businesses, with 84 percent of respondents saying that local deals or offers on Facebook heavily influence their decision to make in-store purchases. ClickZ

Reddit Announces ‘Pressiquette’ Guidelines for Journalists - Reddit now has guidelines for journalists who wants to source, link, quote or use its public forum for news content. Want to use an image or source a Redditor? You’ll need to get permission. SocialTimes

LinkedIn Goes Transparent, Gives Users More Data Control - LinkedIn announced this week that it is giving users more control over their data on the network. Marketing Land

STUDY: 84 Percent Claim Facebook Offers Can Influence a Purchasing Decision - According to a new study by G/O Digital, when people want to find out more about a local small business — they check Facebook more than any other social channel. G/O Digital, a Gannett company, found that when asked which social channel users go to in order to find out about a local business, Facebook led the way at 62 percent. Pinterest was second at 12 percent, and Twitter third at 11 percent. AllFacebook

Facebook Now Tells Whether Mobile Ads Lead to Desktop Purchases - Facebook is trying to show advertisers how powerful its mobile ads can be when it comes to driving sales. The social network announced on Wednesday that it would start telling advertisers on what device people saw an ad and on what device they took an action, such as buying a product or signing up for a test drive, as a result of seeing that ad. That means Facebook will be able to credit mobile ads that lead to desktop sales and desktop ads that result in mobile purchases. AdAge

North American Mobile Ads Doubled to $8.1 Billion in 2013 - Spurred by smartphone proliferation and the expansion of low-cost cellular data plans, dollars spent on mobile ads increased by 122% to $8.1 billion in North America last year, compared to only $3.6 billion in 2012. Regionally, Latin America posted the biggest growth at 215%, while spending in Europe rose 90%, according to the Interactive Advertising Bureau’s (IAB) Global Mobile Advertising Revenue study. Direct Marketing News

Farewell ‘Pure’ Exact Match, AdWords Will Soon Require All Campaigns To Use Close Variants - Last week Google has announced that in late September, AdWords advertisers will no longer have the ability to de-select close variants. All campaigns will now include these variants, something that advertisers could previously opt out of. The way close variants will work is completely the same as it has been since 2012. Search Engine Land

Google Guidelines Update: Low Quality Guest Blogging Considered Content Spam - Google has quietly updated their Webmaster Guidelines, the little or no original content section. They added a example reference there for “low-quality guest blog posts.” Brian was the first to spot this change. Search Engine Roundtable

YouTube Stars More Popular Than Hollywood Celebrities Among Teens - YouTube is undoubtedly one of the biggest cultural touchstones of the Internet. YouTube captures more viewers aged 18 to 34 than any cable network and more than one billion unique users every month. A recent study from Variety confirms that YouTube stars are becoming more popular than Hollywood celebrities among 13- to 18-year-olds. SocialTimes

Snapchat is now More Popular Than Twitter Amongst 18-34 Year-Olds [STUDY] - Remember when Snapchat had the audacity to turn down a $3 billion buyout offer from Facebook? Turns out that might have been a very smart play, as the photo-sharing and chat app is now more popular than Twitter amongst the key millennial demographic, and has Instagram up next in its sights. AllTwitter

From our Online Marketing Community:

On What’s Next in B2B Marketing? #MPB2B Interview with Scott Stratten @UnMarketing, Gabe Chesman said, “Well done! I almost forgot the discussion was about marketing because of how witty and funny Scott is. He hits the nail on the head with the point that, while being personable on social media is crucial, it shouldn’t dwarf the quality of your product.”

2PartsAnalog also commented, “This article brings to light the need for the organic factor to be present in the marketing process. The human factor is the best element in the marketing factor.”

And Kostas Chiotis added, “Another great interview Lee. I love Scott’s analogy of sending a Mannequin to network for you! I feel the same way about automated SMM – If you genuinely do not have time then hire someone who understands your brand enough to do it for you!”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: AllTwitter


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© Online Marketing Blog – TopRank®, 2014. |
Online Marketing News: Bing Gets Conversational, LinkedIn Gets Transparent, YouTube Wins Popularity Contest | http://www.toprankblog.com

September 5th 2014 Online Marketing

Online Marketing News: Analytics For All, Facebook Doubles Up, Google Speaks Your Language

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Marketers' Perceptions of Real-Time Marketing Infographic

Marketers’ Perceptions of Real-Time Marketing [Infographic] - Some 88% of marketers say real-time marketing is important to 2014, according to a recent survey by Evergage. The company surveyed 100+ marketers across 18 countries to find out what they think about real-time marketing in 2014. MarketingProfs

Bing’s Image Search Widget Lets You Embed Image Results On Your Web Site - Bing has a new feature that allows you to embed images from a Bing Image Search query as a collage or slideshow directly on your web pages. This is called the Bing Image Widget and you specify what type of image widget you want on your site and then simply copy and paste the given code on your web page. Search Engine Land

Instagram Launches Hyperlapse - Since launching nearly four years ago, it has always been a priority to bring the Instagram community simple yet powerful tools that let people capture moments and express their creativity. This week, Instagram announced Hyperlapse from Instagram, a new app to capture high-quality time lapse videos even while in motion. Instagram

Facebook Targets Ads Based on Cell Signal Strength - Facebook has found a better connection for advertisers and mobile users, particularly in emerging markets and out-of-range locations. Advertisers can now target their Facebook ads based on how strong someone’s phone signal is when they visit the social network. AdAge

Google Search Now Understands More Than One Language At A Time - Google announced it can now understand more than one language spoken in the same speaking session. Google said, “with the Google Search app on Android, you can speak in multiple languages and Google will understand you no matter which one you choose.” Search Engine Roundtable

Facebook Puts A Stop To Click-Baiting - Click-baiting has long been an issue for all of social media and online marketing.  This week, Facebook made a change to their timeline to help put an end to companies trying to get clicks with cheap content. Facebook

Your Twitter Feed Now Officially Includes More Than Tweets From People You Follow - Social network is adjusting user feeds to make timelines more interesting and relevant. Clever marketers could benefit from another way to reach people. Marketing Land

Facebook Doubles Ads Users Can See from Pages They Haven’t Liked - In a quiet move that could mean double the pleasure for advertisers and double trouble in terms of users’ perceptions of Facebook, the social network told ad agencies in an email earlier this month that brands can now serve two ads per day to the News Feeds of users who have not liked their pages, up from one. AllFacebook

Instagram Brings Ad Campaigns More Focus With New Analytic Tools - Marketers are about to get a clearer look into their Instagram campaigns. Starting on last week, Instagram will begin letting some marketers check out how their posts are performing in real time, including more detailed measurements, accompanied by a new tool to collaborate on creative with Instagram’s team. AdAge

Twitter’s Vine Now Allows You To Import Existing Videos, Plus New Editing Features - Twitter’s Vine, the popular six second video sharing service introduced two powerful new features — advanced video editing and the ability to import existing videos. Search Engine Journal

Facebook to Mobile Users: Get The Facts About Messenger - Facebook is addressing the fear associated with its Messenger application. Some mobile users are seeing a prompt atop News Feed, titled Messenger: Myths vs. Facts, according to a story in TheNextWeb. InsideFacebook

Twitter Opens Analytics Access To All Users - The feature — previously only available to advertisers, Twitter Card publishers and verified users — provides detailed information about how tweets are performing, showing impressions, clicks, retweets and replies for each tweet as well as monthly engagement and engagement rates for an account. Marketing Land

Twitter Opens Online ‘Flight School’ For Agencies - Twitter is launching a training program for agencies to make sure that they — along with their clients’ dollars — stick around. AdAge

From our Online Marketing Community:

From How to Show Real ROI for Your Content Marketing eBook, Kostas Chiotis said, “Looks like an interesting ebook. It is certainly difficult at times to pinpoint ROI in some areas.”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Evergage


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Online Marketing News: Analytics For All, Facebook Doubles Up, Google Speaks Your Language | http://www.toprankblog.com

August 29th 2014 Online Marketing

Online Marketing News: Pinterest and 3rd Party Rules, Mobile Is Only Part Of The Key, Facebook Still Runs Traffic

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Revenue Pinterest

Study: Pinterest Referral Traffic Drives 67% Increase In E-Commerce Revenue - Marketing and analytics solution provider Piqora claims its customers experienced a 67 percent increase in e-commerce revenue from Pinterest referral traffic between January and June of this year. Marketing Land

Twitter Diversity Statistics: 70% Male Globally, 59% White, 29% Asian in U.S. [REPORT] - How important is diversity in the workplace? A KelloggInsight report documented how better decisions are made by diverse businesses, while Catalyst noted that Fortune 500 companies with the highest representation of women board directors outperformed those with the least by 53 percent. AllTwitter

Digital Marketing Performance Increasingly Affects CMO Compensation [Study] - The Chief Marketing Officer Council’s new CMO Compensation Report suggests that CMO base compensation tends to increase as a company’s digital marketing performance improves. More than one-third of CMOs who earn $350,000 a year or more responded that their digital marketing performance is “excellent.” ClickZ

14% Use Third Party Apps for Twitter (Which Means 40 Million Never See Ads) - Twitter released its second quarter earnings report last week to much fanfare, and rightly so, as the figures beat Wall Street expectations across the board. However, buried deep in the presentation that accompanied the release was a worrying statistic: 14 percent of Twitter accounts log on or connect to the service via third party apps, which means that close to 40 million of its active users are never served ads. AllTwitter

Facebook Drives Nearly One-Fourth Of All Referral Traffic [Shareaholic Report] - Facebook, the king of social media referral traffic, is strengthening its reign, according to social analytics and publishing firm Shareaholic. Marketing Land

Adults Are Spending Nearly Two Hours Per Day on the Mobile Web - Adults worldwide report using the mobile Web for 1.98 hours per day on average, according to a recent report from GlobalWebIndex. MarketingProfs

52% Use Two or More Social Networks (And Six in 10 Have Unfollowed Brands) [STUDY] - More than half of U.S. adults are active on two or more social networks, favouring different platforms for different interests, reveals a new study. AllTwitter

Study: Before People Shop At A Small Business, They Check Facebook - According to a new study by G/O Digital, when people want to find out more about a local small business — they check Facebook more than any other social channel. All Facebook

Social Referrals Result in a 65% Bounce Rate After First Page - When we talk about measuring social media engagement, people usually refer to comments, likes and shares. However, the amount of time spent on a particular page or post is a relevant metric. According to social bookmarking and analytics company AddThis, scrolling could also provide relevant insight into consumer engagement. SocialTimes

Twitter: Just 5% of Social Logins (Facebook: 55%, Google+: 27%, Yahoo: 11%) [STUDY] - Facebook continues to dominate social logins around the globe, with more than half now accountable to the social networking giant, reveals the latest data from Gigya. AllTwitter

Study: Mobile Makes Up Only 6.51% Of Retargeted News Feed Ads, Yet Drives 8.25% Of Clicks - Retargeting powerhouse AdRoll recently crunched data from their advertisers and uncovered some surprising findings on retargeting and Facebook. Marketing Land

Men Spend More Than Women on Purchases From Social Media Recommendations, Ads [STUDY] - Women love to shop, right? I mean, that’s the stereotype. And maybe it used to be true, but a new study has revealed that when it comes to purchases resulting from recommendations from contacts or ads on social networks, men spend more than women. A lot more. AllTwitter

From our Online Marketing Community:

From Audience and Oysters – Ann Handley on the Power of Growing Your Audience for Content Marketing, sharonthoms said, “Perhaps the takeaway could have been, if your opposition was sharing that wonderful story with the little oysters, finally they (the prospects, customers) may have been, so happy with the journey and the relationship formed that the chance of you seeing that customer again was about as likely as, if they had been gobbled up, by your opposition. Like no chance! Loved that :)

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Marketing Land


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Online Marketing News: Pinterest and 3rd Party Rules, Mobile Is Only Part Of The Key, Facebook Still Runs Traffic | http://www.toprankblog.com

August 22nd 2014 Online Marketing

Online Marketing News: Big Bots on Google and Twitter, Pinterest Is Tops, The Press Takes To Twitter

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Pins And Tweets On Mobile

More Than 7 in 10 Twitter, Pinterest Shares Are Now Done Via a Mobile Device [STUDY] - The vast majority of all Twitter and Pinterest social sharing is now done via a mobile device – compared to slightly more than half of Facebook sharing – reveals a new study from ShareThis. AllTwitter

Foursquare Releases Social Search-Centric Redesign - The network is now more focused on allowing users to tailor the network to their personal preferences, which, conveniently, opens new opportunities for brands. After relegating check-ins to a different app in May, Foursquare debuted a redesign of its core functionality on August 6 that instead focuses on social search. ClickZ

Fake Googlebot Activity up 61% [Report] - Just in time for the annual security conferences of Black Hat and Defcon in Las Vegas, Nevada, Incapusla Security has released their latest report on the state of Googlebot (and it’s evil malicious twin). The news isn’t good for those of us who spend our days staring at website statistics. Search Engine Watch

23 Million Twitter Users Are Bots - In an analysis of its user base, Twitter said 30 million, or 11% of its 271 million active users, receive tweets through third-party applications, such as Tweetdeck. Of that group, 23 million, or 8.5% of its active users, get tweets “without any discernible additional user-initiated action.” In other words, their feeds are updating without them having to interact with Twitter. CNN Money

Report: “Understanding Customer Behavior” Top Holiday Priority For 66% Of Retailers - During a recent Big Data and Analytics Summit in Chicago, business analytics provider Looker polled more than 125 senior-level retail executives to identify retail industry priorities and challenges as the holiday season approaches. Marketing Land

Twitter Unveils Objective-Based Ad Campaigns - The social platform says its new tools will allow advertisers to select objectives and see recommended formats, as well as only pay for actions aligned to their objectives. ClickZ

SEM the Most Effective Acquisition Channel for 85% of Retailers [Survey] - A study by Shop.org and Forrester Research shows 85 percent of retailers surveyed said search marketing (including paid and SEO) was the most effective customer acquisition tactic. And, the research showed paid search was the channel most heavily invested in. Search Engine Watch

Pinterest Tops Social Media User Satisfaction Survey, But The Bar Is Low - There’s good news and bad for the social media industry in the latest American Customer Satisfaction Index Customer released this week. Marketing Land

Twitter Changes Pricing Model For Advertisers - Twitter is changing its prices. On Thursday, the company announced it was introducing new tools for what it calls “objective-based campaigns,” which include four new ways advertisers can buy ads on the social media platform. AdAge

25% Of Small Business Have Zero Presence In Local Search Results [Infographic] - Apparently 25% of small businesses have failed to get the memo, because they have zero presence in Google or Bing local search results! Marketing Pilgrim

46% of Journalists Open to Using Twitter for Press Releases [STUDY] - Journalists get a lot of email, and a ton of that is made up of press releases. How much? A new survey has revealed that the average reporter’s inbox picks up 50 press releases each week, with one in five being sent more than 100 missives every seven days. AllTwitter

Survey: 74% Of U.S. Adults Would Delete Themselves From Search Results If They Could - In the wake of the the Right to Be Forgotten controversy in Europe, Survey Monkey has conducted a survey of online adults (n=210) to explore U.S. attitudes toward search and online privacy. Eli Schwartz of Survey Monkey has written about parts of the survey on Search Engine Land: Right To Be Forgotten: Do Users Even Care? This article looks at some of the other findings in the survey. Marketing Land

From our Online Marketing Community:

In response to Is Business Blogging Still Worthwhile?, Kami Watson Huyse said, “Blogs are the only content platform that we really own. I have had my ups and downs too, but I am more convinced on this than ever. I tend to think of the social media networks (which come and go, ebb and flow) as outposts of content, but I also like your hub and spoke model. It works as the networks are often the driver of the center wheel, but without the wheel the spokes have no grounding. Landing pages and websites can only take it so far. I would urge people to not be too short sighted.”

Douglas Karr replied, “Social networks provide a surface. Blogs provide a deeper dive. I remember about 5 years ago the first squawks of “blogging is dead”… and the demand for valuable content has increased exponentially since then.”

And Mark Evans added, “I’m a firm believe in the power of the business blog. As you point out, there are many benefits to having an active blog. Personally, it has been the best marketing tool for my consulting business so I’m always telling startup clients that they need to embrace blogging.”

And in on Audience Development for Content Marketing eBook, Heidi Cohen said, “Lee–Thank you for including me with such amazing company. Every marketer should read this ebook to ensure that their content (or any marketing for that matter) supports building an audience!!! Happy marketing,”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: ShareThis


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Online Marketing News: Big Bots on Google and Twitter, Pinterest Is Tops, The Press Takes To Twitter | http://www.toprankblog.com

August 15th 2014 Online Marketing

Online Marketing News: Google Boosts Encryption, Facebook On Schedule, Presence Isn’t Enough

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A Google Minute

What Happens In A Google Minute? [Infographic] - What takes place on the worlds largest search engine in just 60 seconds?  The above infographic shows what goes down in a single minute on the busiest site on the net.  Click the image to checkout the full-sized version. SocialTimes

Twitter’s Latest Experiment: Self-Explaining Hashtags - Twitter brought hashtags to the attention of the cultural masses, and it feels like hardly an hour passes now without seeing a hashtag plastered across a billboard, movie trailer or TV commercial. AllTwitter

Pinterest Adds to Its Functionality With Icebergs Acquisition - Pinterest has purchased Icebergs, a company that allows creatives to collaborate on projects online. This acquisition, along with a number of new features Pinterest has launched lately, will change how content is curated and utilized within the platform, say industry participants. ClickZ

Google Says Website Encryption – Or Lack Thereof – Will Now Influence Search Rankings - Google will begin using website encryption, or HTTPS, as a ranking signal – a move which should prompt website developers who have dragged their heels on increased security measures, or who debated whether their website was “important” enough to require encryption, to make a change. Initially, HTTPS will only be a lightweight signal, affecting fewer than 1% of global queries, says Google. TechCrunch

Facebook Adds Ad Scheduling to Power Editor - Facebook quietly added a huge new feature to its Power Editor, giving advertisers who use lifetime budgets the ability to schedule hours during which their ads should or should not run. AllFacebook

Google AdWords Debuts Dynamic Sitelinks Globally: What You Need To Know - Meet Dynamic Sitelinks, the latest ad snippet from Google AdWords. Dynamic sitelinks are another one of those add-ons — like seller ratings and consumer ratings annotations — in which advertisers don’t have control over what displays or when the content is triggered. Here’s what you need to know. Search Engine Land

Facebook Claims More Than Half of Social Logins [Study] - Social infrastructure company Gigya’s quarterly social login report finds that Facebook accounts for more than half of social logins, and a whopping 64 of social logins on mobile. Facebook is still the leading source of social logins, according to new research from social media tools provider, Gigya. ClickZ

LinkedIn’s Sales Navigator Splits Into Separate App For Standalone Social Selling - The era of social selling is upon us and LinkedIn’s taken note. In response to the varying needs of its users, LinkedIn is dividing their apps and segmenting each with various tools. Marketing Land

Twitter Has More Users in Asia Than North America (And That Gap is Getting Wider) [STATS] - Slightly less than a quarter of all Twitter users – about 60 million profiles – are based in the U.S., a number which was risen by 50 percent since the third quarter of 2012. AllTwitter

Google Launches Google News Publisher Center - Google announced on the Google News blog a new portal for Google News publishers to use to help manage their news sites within Google News. The new portal is named Google News Publisher Center. Search Engine Land

Twitter’s Ad Revenue Doubles in Q2 - Twitter released its second quarter earnings yesterday and financial analysts were, well, all a-twitter. Thanks in large part to a World Cup-related boost in activity, revenue for the quarter exceeded forecasts, up 129% to $312 million. The gain was right in synch with ad revenues, which rose by 129% to $277 million. Direct Marketing News

A Social Media Presence Isn’t Enough – Brands Need Engagement [Report] - A new report from Sprinklr finds that simply developing social media platforms isn’t enough for brands — conversing with customers is to the key to avoiding alienating them. ClickZ

From our Online Marketing Community:

From Content Marketing Strategy Infographic – 12 Tips from SAP, Boeing, CAT, Progressive, John Deere, charity: water, Tyler J. Koenig said, “Content is king…context is queen.” Freaking awesome.”

Dave Schneider added, “Nice infographic! The big companies are really beginning to come around and implement content marketing, and of course,, with their budgets, they teach some valuable lessons.”

And Kostas shared, “”Content Marketers with a plan are more successful.” How true is that! I have never understood those who take a fly by the seat of their pants approach to content strategy.”

And in response to Online Marketing News: LinkedIn Makes You Good Looking, More Money More Traffic for Facebook, Organic Is Still King, Dave Schneider said, “Couldn’t agree more that organic is still king. I get about 50% of my traffic from organic, social media doesn’t even compare.”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: SocialTimes


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Online Marketing News: Google Boosts Encryption, Facebook On Schedule, Presence Isn’t Enough | http://www.toprankblog.com

August 8th 2014 Online Marketing

Online Marketing News: LinkedIn Makes You Good Looking, More Money More Traffic for Facebook, Organic Is Still King

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2014 Digital Spending Trends

The 2014 Digital Dollar Shift [Infographic] - 58% of business to business (B2B) marketers are spending more on social media this year, with just one in fifty decreasing their spend in this area in 2014, reveals a new study. Find out all about the current state of digital spending trends in the infographic above. AllTwitter

Introducing the Internet.org App - Over 85% of the world’s population lives in areas with existing cellular coverage, yet only about 30% of the total population accesses the internet. Affordability and awareness are significant barriers to internet adoption for many and today we are introducing the Internet.org app to make the internet accessible to more people by providing a set of free basic services. Facebook

Your New LinkedIn Profile Makes You Ridiculously Good Looking on Mobile, and in Meetings - What if, minutes before you met me for the first time, someone whispered in your ear and reminded you not only where I work (LinkedIn) and what I do (product management), but also who we both know in common, whether we overlapped any years in school, or if we worked at the same company? If you knew what we had in common or any of my interests (say biking or Latin poetry), chances are that we’ll probably have a pretty great first conversation. LinkedIn

Report: Social Sharing On Mobile Devices Surges 30% In Second Quarter - Adding to the evidence that 2014 is a mobile tipping point, social data and sharing tool provider ShareThis reported today that sharing via smartphones and tablets surged more than 30% during the second quarter. Marketing Land

Mobile Paid Search Spend Up 98% Globally vs. Last Year [Report] - Covario released its quarterly report today that looks at global paid search spend. Mobile online advertising was the undisputed star of the findings, with 98 percent increase in spend year-over-year (YoY) and 6 percent increase quarter-over-quarter (QoQ) globally. Search Engine Watch

Google Launches New Local Search Algorithm: SEOs Notice Significant Ranking Changes - This week, Google pushed out a new and major local search ranking algorithm change. I broke the story at Search Engine Land where Google provided details for me on this update. Search Engine Roundtable

Study Shows Mobile Social Users Are More Active and Engaged - 64% of online adults use a desktop or laptop to access social media at least once a week. That’s a nice number. A lot nicer than the 45% who use a smartphone or the 25% who use a tablet. But when talking about social media marketing, the majority doesn’t always rule. Marketing Pilgrim

Study Shows Organic Search Responsible for 64% of Web Traffic - Groupon recently published a study showing that 60% of what Google Analytics defines as “direct traffic” is actually organic traffic. The study was conducted by Groupon’s Director of Product Management, who heads their organic search. In the study he shared details about an experiment that involved completely deindexing Groupon from Google for 6 hours. Search Engine Journal

LinkedIn Unveils Direct Sponsored Content for Better Targeting and Testing - The new feature will not only help marketers with A/B testing, but industry participants say it also indicates a big move for native advertising. Right on the heels of its acquisition of Bizo, LinkedIn has released a new feature called Direct Sponsored Content (DSC) to help marketers deliver more personalized content to specific audiences. ClickZ

Facebook: 23% of all Social Traffic in June (Pinterest Dips, Twitter Flat at 1%) [STATS] - Facebook’s slice of the social referral traffic pie got a little bit bigger last month, with the giant now accounting for almost one quarter of all social website visits, reports Shareaholic. AllTwitter

Facebook Pulling Messages from iOS, Android Apps in Favor of Messenger - Facebook users who want to send and receive messages via their iOS and Android devices will soon only be able to do so via the social network’s Messenger applications, as messaging will be removed from its flagship applications for both operating systems, Facebook confirmed to TechCrunch. InsideFacebook

Facebook Now Makes 62% of Its Ad Money in Mobile - One day, if it wanted to, Facebook could shut down its desktop site and become a mobile-only company. The majority of the social network’s advertising revenue — 62% of the $2.68 billion Facebook made from advertising in the second quarter, according to results it released on Wednesday — already comes from mobile. AdAge

Facebook Reports 19% Increase In Daily Active Users - Facebook just released their Second Quarter 2014 Financial Summary and it’s looking good for the social media giant. Marketing Pilgrim

From our Online Marketing Community:

In response to The Power of Empathy for More Customer Focused Content Marketing, Dan Bischoff said, “Lee, very refreshing to read this today. A lot of SEOs and various agencies are starting to get into the content game now. And like you say, none of them talk, “customer journey”, “buying cycle”, “customer insight” or related concepts.”

Dave Schneider added, “Interesting article – it’s definitely a huge oversight to not be focusing on your customers when trying to drive marketing.”

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: SayItSocial


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Online Marketing News: LinkedIn Makes You Good Looking, More Money More Traffic for Facebook, Organic Is Still King | http://www.toprankblog.com

August 1st 2014 Online Marketing