Online Marketing News: Buy Button Bonanza, Everyone’s Getting ‘Near Me’, Facebook Snags The Spend

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Engage Your Visitors

How to Write Better Titles Using Data-Driven Strategies [Infographic] – How much time did you put into the title of your last blog post? If your answer was, “Not much,” don’t worry — it’s often the most overlooked component of content. Check out this infographic to learn more. Search Engine Journal

Google Says “Near Me” Searches Have Doubled This Year – Search queries that contain a location qualifier such as “nearby” or “near me” have doubled in the past year, according to Google Trends data from March. Eighty percent of those searches come from mobile devices. Search Engine Land

STUDY: Different Engagement for Different Types of Content on Facebook Do different types of content on Facebook lead to different types of engagement? Social media news aggregator NewsWhip has the answer. SocialTimes

Twitter Brings Programmatic to Social With Amplify Update – The microblogging service has introduced a program called Auto Amplify. The new feature reduces lots of manual work and helps brands better manage their campaigns in real time. ClickZ

Facebook Video Soars Past 4 Billion Daily Views – Showing no signs of slowing, daily video views on Facebook have jumped 1 billion since January. Marketing Land

Twitter Unveils Official Consulting Partners: IBM Is First Up – IBM has worked with Twitter as a strategic partner since October, and the relationship has helped the social-data purveyor recognize something important: Twitter needs more preferred consulting partners. Ad Age

Pinterest Unveils New ‘Action Buttons’ – The social networking site revealed the plan for its long-awaited revenue-generating feature. Inc.

The Majority of B2B Companies Are Using Incomplete Data – Almost three quarters of the records in B2B marketing databases are inaccurate or incomplete, according to a new study by Dun & Bradstreet NetProspex. Direct Marketing News

Twitter Unveils New Audience Insights Dashboard – Twitter is looking to entice more advertisers to the platform with a new Audience Insights dashboard, covering a wide range of analytics options. Similar to Facebook insights, Audience Insights includes an overview of various demographics, interests and purchase behaviour data, enabling Twitter advertisers to dig deeper into their audience and better target their content – both through paid and non-paid means. Twitter

Facebook Accounted For 75% Of Social Ad Spending Globally In 2014 – The global social advertising market grew 41% to $15.3 billion in 2014; Facebook is maintaining dominance despite lack of presence in the giant China market. Marketing Land

STUDY: Interaction with Instagram Posts Trounces Facebook, Twitter – When it comes to interaction with posts, Instagram blows away parent company Facebook and Twitter, according to a recent study by social analytics provider Quintly. SocialTimes

Uber Partners With Foursquare to Combine Local Search and Transportation – Uber has formed yet another partnership, this time with local search recommendation app, Foursquare, that will give the car service an even greater advantage over competitors like Lyft and Curb. Search Engine Watch

Facebook Adds “Call Now” Click-to-Call Feature to Newsfeed Ads – Local advertisers now have a new tool for converting social network users to leads and sales, thanks to Facebook’s new ‘Call Now’ button for News Feed ads. Mobile users who tap the button call the business immediately. Social Media Today

Google Confirms “Buy” Button Is Coming To Search Ads – Google has just confirmed the report that it will enable “buy now” buttons on some mobile ads. Marketing Land

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

Thanks for reading and have a great weekend!

Infographic: Marketing Domination Media


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Online Marketing News: Buy Button Bonanza, Everyone’s Getting ‘Near Me’, Facebook Snags The Spend | http://www.toprankblog.com

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June 5th 2015 Online Marketing

Best Practices for Incorporating Sponsored Posts & Ads In Your LinkedIn Marketing Strategy

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POT-OF-GOLD

For many B2B marketers, LinkedIn can prove to be a figurative and literal pot of gold. While there’s no majestic rainbow to show you the way, I can show you how to incorporate social media advertising as part of your LinkedIn Marketing strategy.

A few years ago, HubSpot surveyed B2B organizations and found that 65% of them reported that they have acquired a customer by using LinkedIn and its paid advertising features.

Many organizations have found LinkedIn users to be incredibly receptive to seeing ads and sponsored updates within their feeds. Because LinkedIn is professionally focused by nature, users expect to be having conversations about business.

The best practices below provide some helpful insights into LinkedIn paid advertising basics and can help drive the performance of your campaigns.

Sponsored Updates vs. Sponsored Updates

In our experience, sponsored Updates drive much higher engagement than LinkedIn Ads for the majority of the clients we work with. Below is a sample of conversion rates for both sponsored updates and LinkedIn Ads.

Ad and Sponsored Conversion Rate

Why is There Such a Gap in Conversions?

  1. Sponsored updates appear in the users news feed, which makes them hard to miss. Ads however, appear within the right hand column and can be easily looked over.
  2. A sponsored update is only noted by small gray text that says “Sponsored” if not looking closely, users may not even notice that they’re clicking on boosted content.
  3. Sponsored Updates give the marketer much more flexibility with messaging and imagery compared to ads that have much stricter guidelines.

linkedin image 2

LinkedIn Ads have their place within a social advertising strategy and can often help marketers meet their hit their fiscal goals. However, if you’re just starting out and want to get the most out of your marketing dollars, we recommend focusing your efforts on sponsored updates.

Target Your Audience

LinkedIn has an entire suite of targeting options for you to choose from. If targeting is too broad, your messaging will lose its effectiveness.

We always recommend testing different types of targeting within your LinkedIn campaigns. For example, you can test targeting by title, then grouping. Alternatively you can target by group and then title. Our clients have seen a great deal of success by targeting specific titles within groups, as well as targeting titles within specific companies.

The bottom line, experiment with your targeting to find the best mix for your audience.

Create Messaging That Resonates

Be social, be interesting and be conversational. Sometimes you may have to remind yourself that users flock to platforms like LinkedIn because they add a social element to their personal and professional life.

The messaging used in sponsored updates and ads should focus on your target’s problem and the solution that you offer to meet their need(s). Your prospects may not care about your new eBook or whitepaper, but they will care if your content helps them solve a business problem.

Remember to always create content that speaks directly to your audience. Messaging for a CEO should be different from that for a Manager or Consultant. That’s the beauty of LinkedIn; you have the opportunity to be the answer to all of those unique questions, so tailor your answer/solution accordingly.

You only have 160 characters for direct sponsored posts, so make sure your CTA or your primary takeaway is front and center.

Be Mindful About Images

Rule of thumb, if you have an alternative to stock photos, use it. LinkedIn is filled with stock imagery so creating images that are unique, bright and energetic will go a long way.

Your imagery should be used to support your content.

In the first image below you can see that the visual used of IBM and Facebook clearly aligns with the message of their partnership. The two images on the right however, don’t particularly match up to the message that is being promoted.

IBM Facebookopal financial group

Be sure to update your messaging and imagery frequently. We typically recommend that messaging is adapted every couple of days. Your audience will gravitate towards different messaging and images so I will typically launch new campaigns as opposed to revising existing so we can keep track of which messages work best.

Call to Action

We always recommend using some sort of download as your CTA. A demo or meeting may be your ultimate goal but from an engagement standpoint, a download always wins hands down. It’s easier asking for that demo once they’ve gotten the information from you.

As you can see below, we have typically found that downloads have a much higher conversion rate than demos.

demo and download rate

Budget & Bids

Your daily budget should be dictated by your audience and the bids that LinkedIn is recommending. If you apply the lowest bid acceptable, it will greatly reduce the number of impressions your campaign will be severed. If you feel that your activity is low, that normally means your bids are too low.

Go Forth & Find Your Pot of Gold

Be mindful that success with LinkedIn sponsored posts and advertising takes time. If you know your audience and can be nimble in your approach, your chances of success will greatly increase.

If you’ve used LinkedIn advertising in the past, what were the biggest lessons that you learned?

Disclosure: LinkedIn is a TopRank Online Marketing client.

Top Image: Shutterstock


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June 4th 2015 Online Marketing

The Digital Marketer’s Mobile Optimization Checklist

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mobile-checklist

Every good marketer knows that one of the key elements to success is making it as easy as possible for your audience to consume and share information. Part of creating ease of use is keeping in mind where and how your audience is spending their time.

What degree of success do you think a marketer would have if they were to plaster flyers at every Red Robin around the country, when the vast majority of their customers eat at In-N-Out in California?

So now we’re all hungry, but what does this have to do with mobile optimization? I hate to be the one to tell you, but mobile internet usage is something we need to be strategizing for now, not in the future.

According to comScore, 60% of all internet usage is made up by smartphones and tablets. Additionally, over 20% of millennials no longer even use a desktop to access information online. You read that right, they are 100% mobile.

Mobile optimization affects everything from creating a responsive website to making tweaks to your content marketing program to serve mobile users. The checklist below provides some helpful tips for staying on top of the mechanics and engagement strategies necessary for mobile optimization.

SEO

Responsive Design: Most savvy web developers and many new website templates are now including responsive website design as a standard offering. If you’ve recently updated your website and don’t want to invest in a complete overhaul to create a responsive website, you can setup a separate mobile site. However, always keep in mind that there are benefits and drawbacks to taking this path.

PageSpeed: Mobile users are searching for content on-the-go. There are some fairly simple best practices that you can implement to improve page load speed including:

  • Optimize your images so that they are smaller, and therefore load faster
  • Implement caching plugins
  • Use JavaScript sparingly

Use the PageSpeed Insights tool to test your website’s current performance.

Local Optimization: To ensure that your business surfaces in local results, be diligent about making sure that all of your contact information is consistent across the web.

Title Tags & Meta Descriptions: Your mobile audience is working with a lot less screen than desktop users. Try to be as concise as possible when drafting title tags and meta descriptions.

Content Marketing

Think Concise, Not Shorter: Mobile users need content that is scanable and impactful. Remove the clutter and format your content in a way that makes sense for your audience. This doesn’t mean that marketers need to cut down on the length of the content that is being published, but content should be presented in bite-sized chunks that are easy to consume.

Provide Great Imagery: Visual content performs very well on mobile devices. While you may not have given much consideration to blog or long-form content images in the past, here is your opportunity. A well selected image can be the difference between a consumer engaging with your content, or quickly moving on.

Incorporate Videos: Forrester found that when marketers included a video in an email, the click-through rate increased by 200% – 300%. Additionally, eMarketer uncovered that consumers are actually spending more time watching video on mobile devices than on desktops.

Social Media

Mobile Usage: In 2015, there are approximately 1.69 billion social media accounts that are accessed via mobile. When creating and publishing social media content keep your mobile audience in mind.

Mobile Friendly Apps: Many social media platforms offer mobile friendly applications and add-ons that can be easily integrated into brand profiles.

Get Visual: Incorporate visual elements as much as possible into social media campaigns across all platforms. Also, if it makes sense, utilize platforms like Instagram which present a great opportunity to incorporate images and videos into social media content.

Put Your Website to the Test!

Google provides a couple different tools that can help you determine if your website is mobile friendly, and provide access to some  applications that can help you become mobile if you aren’t currently.

The opportunities above only scratch the surface of mobile optimization. If you can currently check five or more of the items above off your list, you’re on the right track. If not, consider it an opportunity to increase your reach and better serve your mobile audience.

What do you find most difficult about implementing digital marketing programs that are mobile friendly?


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© Online Marketing Blog – TopRank®, 2015. |
The Digital Marketer’s Mobile Optimization Checklist | http://www.toprankblog.com

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5 Ways to Woo Your B2B Social Media Audience & 3 Brands That Are Doing it Well

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Woo-audience-2

Have you ever been in a relationship where one partner wanted more, and the other was hesitant to take the next step?

Many B2B marketers are facing a similar roadblock. They’re ready to ask social media followers to “marry” them, but some of those followers are beginning to question why they liked the brand in the first place.

A recent study found that only 20% of CMOs are using social media for engagement. Two thirds of CMOs also report that they’re not ready to cope with social media.

Even though B2B marketers typically have a more difficult time forming a loyal fan base on social media than their B2C counterparts, that doesn’t mean that there isn’t a substantial opportunity to create connections. It is essential that all B2B marketers keep in mind that the goal isn’t to form a relationship with companies on social media, it’s to form a bond with the individuals that work within the companies that you are targeting.

If you really want to create a lasting relationship with your audience that is mutually beneficial, consider the following recommendations to begin taking the next steps towards engagement.

5 Tips for Wooing Your Social Media Audience

#1 – Understand Audience Habits

What is one of the best ways to get to know someone? By asking them questions about themselves. The same logic applies to your online audience.

One of the first steps B2B marketers can take is to gain a true understanding of prospects social media habits and needs. This insight can be compiled in a few ways including”

  • Talking to your existing customer contacts. Never take your current customers for granted. They not only have similar pain points of your potential customers, but you also have a direct line of communication with them.
  • Using social media listening tools to help determine when your audience is spending time on specific social networks.
  • Gaining insight into what they care about. Platforms such as Twitter and Facebook provide insight into what your audience interacts with the most.

#2 – Be a Good Storyteller

Another great way to relate to your partner is to share stories that they can relate to. Unfortunately, B2B customers have often gotten the short end of the stick when it comes to well-developed storytelling.

Remember that the point of social networks is to create a social interaction, not to boast about product or service benefits. Put marketing effort toward developing engaging questions, creating case studies and user scenarios.

#3 – Offer Variety in Social Media Publishing

Dating someone can quickly become boring and routine if you always take them on the same date, order the same meal and have the same conversation.

Similarly, your social media audience looks forward to interacting with brands that offer a variety of content types and visuals. Examples of content types that can be shared on social media include:

  • Moving Imagery
  • Videos
  • Podcasts
  • News Articles
  • Influencer Content
  • Crowdsourced Information

The list of types of information that can be shared on social media is nearly limitless.

#4 – Introduce Fans & Followers to Their Favorite “Celebrities”

How awesome would your significant other think it was if you took them to a concert to see their favorite band and got backstage passes so that they could meet the band members in-person.

Within each industry there are “celebrities” or influencers that are known as being authoritative on a particular subject. Promoting content that is co-created with industry influencers can be an excellent way to build credibility with your B2B social media audience.

#5 – Next Steps Sometimes Require an Investment

Once you’ve solidified the relationship with your partner, you may want to invest in purchasing a token to signify the commitment. Often, that  investment can be in the form of an engagement ring. The ring can signify your readiness to take the next step and their acceptance symbolizes their commitment to join you.

Social media advertising can both generate interest and be the tipping point for your social media audience to take the next step. Before making the leap into social media advertising it is essential that B2B marketers ask:

  1. What do we want to accomplish with a paid advertising campaign?
  2. How much are we comfortable investing?
  3. What will we be promoting with our advertisements?

3 B2B Companies Engaging Audiences on Social Media 

HP: Facebook

HP Facebook

You may not think that the top beaches, or asking followers to share what is on their summer reading lists will help sell electronics. However, HP is sharing content that their consumers care about and can connect with. HP has a business model that appeals to both B2C and B2B consumers alike.

FedEx: Twitter

FedEx Twitter

Not only did FedEx host the #FedEx400 to raise awareness for autism, but they provided an excellent play-by-play of the event for their online audience to consume. Their social media team also does a fantastic job of humanizing the brand by sharing images and tweets about national BBQ month near their headquarters and stories that feature their customers.

GE: LinkedIn

GE LinkedIn

GE has so many products that their social media strategy could quickly become scattered and overwhelming. However, they’ve done a fantastic job of providing a glimpse into information that matters most to their customers.

Are You Ready to Begin Wooing Your Social Media Audience?

Just like any relationship, it takes time to build trust, authority and loyalty with your social media audience. Also, it’s a relationship that must be nurtured consistently in order to grow and evolve.

What do you believe is your biggest opportunity for connecting with your social media audience?

Image: Shutterstock


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5 Ways to Woo Your B2B Social Media Audience & 3 Brands That Are Doing it Well | http://www.toprankblog.com

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Online Marketing News: Search Shake-up, Mobile Reps Revenue, SERP Food

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Social Media Adoption Top Brands

Why Do We Follow Brands on Social Media? [Infographic] – Did you know that social networking is the top online activity in the US, with the average American spending 37 minutes per day on social media sites? It’s also a fact that around 46% of web users look towards social media when making a purchase. Find out more about Why we follow brands on social. GO-Gulf

Google Confirms Changing How Quality Is Assessed, Resulting In Rankings Shake-Up – Earlier this month, many webmasters noticed significant Google ranking changes. Google has finally confirmed those ranking changes with us. Search Engine Land

STUDY: The Impact of Age Range on Facebook Ad Auction Price Tags – What effect does the age range selected during ad targeting on Facebook have on pricing in the social network’s ads auction market? SocialCode, a Facebook Marketing Partner, sought an answer to that question. SocialTimes

Bitly Introduces New Tool To Understand How People Share – Today, we’re thrilled to introduce Audience Intel, the new way for marketers to understand how customers interact with their content – whether created by you or by the Bitly Network. Bitly

Google Partners With Delivery Companies, Now You Can Order Food Right From the SERPs – Google has announced a partnership with six delivery providers across the United States, which will help facilitate a new service Google is offering within its search results. Search Engine Journal

STUDY: Global Social Media Ad Spend to Reach Nearly $36B in 2017 – Global ad spending on social media will total $23.68 billion this year and reach $35.98 billion by 2017, accounting for 16 percent of all digital ad spending worldwide, according to the latest projections from digital consultancy eMarketer. SocialTimes

Senior Digital Marketers’ Top Priorities and Challenges – Storytelling is both a top priority and a top challenge for senior marketers, finds Experian Marketing Services in its latest annual Digital Marketer Report [download page]. The survey results also suggest that profiling customers remains a challenge, although overcoming organizational silos is surprisingly not viewed as much of a priority. MarketingCharts

Digital Ad Spend Hits New $49.5 Billion High In 2014; Mobile & Social See Greatest Growth – Search remains the biggest spend overall, with desktop search as the biggest single channel at 38% of spend. Marketing Land

STUDY: Facebook Is the Dominant Social Network for Marketing by SMBs – Small and midsized businesses: Ignore Facebook at your own peril, according to new research from Gannett digital marketing company G/O Digital. SocialTimes

IAB: Search Was 50% Of US Digital Ad Spend In 2014, Desktop Still Bigger Than Mobile – Search was $24.6 billion of digital ad spend last year. Desktop outpaced mobile search spend nearly 4-to-1. Search Engine Land

Mobile to Represent More Than 11% of U.S. Local Media Revenue by 2019 – A new study from BIA/Kelsey shows that local media spend is steadily shifting toward digital, with mobile representing 11.5 percent of overall ad revenue by 2019. ClickZ

STUDY: How the NSA’s Prism Initiative Affected Americans’ Social Media Use – How have U.S. Internet users changed the way they view and manage privacy on their social media accounts since the National Security Agency’s Prism initiative came to light nearly two years ago? The latest study from Pew Research Center examines the changes in Americans’ perceptions and behavior since the news of Prism broke. SocialTimes

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

Thanks for reading and have a great weekend!

Infographic: GO-Gulf


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Online Marketing News: Search Shake-up, Mobile Reps Revenue, SERP Food | http://www.toprankblog.com

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May 29th 2015 Online Marketing

New Report Reveals the True Impact of Social Media Marketing for Business

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IMPACT-SOCIAL-MEDIA-052715

The way social networks have impacted our personal and professional lives is far greater than most of us could have anticipated. While we were battling with our friends over getting cut from their top friends list on their Myspace profile, we couldn’t have imagined the impact of social media today. The evolution of social networks in the past 10 or even 5 years has been truly remarkable.

Social Media Examiner’s 2015 Social Media Marketing Industry Report holds valuable insight into how marketers are incorporating social media, how much time they’re spending and what is on the horizon.

With  92% of marketers reporting that social media is important to their business, it’s clear that marketers believe social media holds weight, but what is the true impact on their business?

Top 5 Benefits of Social Media Marketing

The 3,700 marketers surveyed as part of this report had a wide range of experience and goals for social media. However, the actual impact that social media had on their business can be broken down into 5 easy to understand benefits.

#1 – Increased Exposure

With a whopping 91%, increased exposure was the top benefit that marketers participating in this report have seen from deploying social media marketing efforts. Many of the respondents stated that as little as 6 hours per week invested in social media created an increase in exposure.

Social media marketing presents a unique opportunity for companies to stay top of mind with current customers and get on the radar of new customers on their preferred platforms.

#2 – Increased Traffic

70% of marketers found that social media activities increased traffic to their website while 75% of businesses engaging in social media activities for a year or more reported an even bigger increase in traffic.

Encouraging social media users to leave a social media platform and visit your website is no easy undertaking. A solid mix of engaging content and well formulated ads with a compelling call to action can help encourage consumers to visit your web properties.

#3 – Developed Loyal Fans

Not surprisingly, B2C marketers (73%) were more likely to develop a loyal fan base than B2B marketers (63%).

It is no mystery that most social media users engage on social platforms for personal needs first. B2B marketing often involves multiple decision makers at different stages in the purchasing journey. Fortunately, social platforms like LinkedIn and Facebook are beginning to make it easier for marketers to target audiences based on interests, job titles and demographics. This opens the door for B2B marketers to segment individual messages based on need.

#4 – Provided Marketplace Insight

68% of marketers felt that social media provided market insight that they did not previously have or reaffirmed what they already knew.

Social media enables you to see your consumers in their true habitat. It is easy to uncover who else they interact with, what their favorite movies or tv shows are, where they work, the list goes on and on.

#5 – Generated Leads

Over 50% of marketers who have been utilizing social media for over a year were generating leads through social media.

Of all the benefits in the top five list, this one has the largest impact on the bottom line. In order to generate qualified leads through social media, your community has to trust you, be engaged and have a need for what it is that you offer.

What other benefits made the top ten list?

  • Improved Search Rankings – 58%
  • Grown Business Partnerships – 55%
  • Established Thought Leadership – 55%
  • Improved Sales – 51%
  • Reduced Marketing Expenses – 50%

Additional Report Must-Knows

Top 3 Most Important Social Platforms For Marketers

  • Facebook – 52%
  • LinkedIn – 21%
  • Twitter – 12%

B2C Vs B2B: Platform Breakdown

B2C and B2B marketers may be using the same social media platforms, but their efforts differ between platforms and which they consider to be the most important.

b2b versus b2c

Investing in Paid Social

The vast majority of marketers surveyed (84%) said that they use Facebook Ads , with Google ads in at a cool 41% and LinkedIn ads at 14%.

paid social

Looking for More Social Media Insights?

To learn more about how your marketing peers are performing on the top social platforms and what is on the horizon for 2015, download the full report from Social Media Examiner.

A primary takeaway from this report is that many marketers are finally beginning to justify time and resources invested on social media marketing because they’re finally able to quantify a return based on objectives.

What results from this survey surprised you the most?

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New Report Reveals the True Impact of Social Media Marketing for Business | http://www.toprankblog.com

The post New Report Reveals the True Impact of Social Media Marketing for Business appeared first on Online Marketing Blog – TopRank®.

Why Digital Marketing Podcasts Belong in Your Learning Routine

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woman-listening-to-podcast

Marketers are always looking for new and efficient ways to learn. As a marketer, I’ve recently begun working podcasts into my ongoing learning routine. I’ll admit, I resisted for awhile (which was dumb). I think it’s because I have an aversion to books on tape/CD, which comes from being forced to listen to children’s books on repeat during annual family trips up and down the Oregon coast.

A realization hit me one day when I was reading entertainment “news” and taking a quiz to find out my spirit animal. I spend an exorbitant amount of time consuming a lot of content-light when I’m on the go, when I should be using that time to keep up to speed with what’s going on in my industry.

Do any of you feel the same way?

What Makes A Good Podcast?

For me, that answer is partially dependent on what setting I’m in while consuming the content. If I’m driving to work I enjoy listening to a podcast that offers quick tips and news highlights. However, If I’m walking my dog or sitting at my desk, I prefer listening to interviews or more in-depth analysis of marketing topics.

Ultimately though, the format is not as important as the foundation. A good podcast should have the same elements as any other form of content marketing and should answer the following questions:

  • What is it? Defining the topic that will be covered and the people involved.
  • How does it help the listener? Provide valuable information that helps solve a marketing problem that you may have.
  • What’s the next step? Encourage the reader to listen to more podcasts, implement the tips learned and then come back for more or visit other content marketing assets created by the podcaster.

Expert podcaster Jerod Morris believes that there are four elements that create a remarkable podcast:

  • Authenticity
  • Usefulness
  • Sustainability
  • Profitability

My (Current) Top 5 Favorite Digital Marketing Podcasts

Understanding what makes a good podcast is important because you can very easily begin going down the rabbit hole and spend an entire hour listening to information that gets you nowhere. Below are some of my favorite digital marketing podcasts:

  1. This Old Marketing Podcast: Joe Pulizzi and Robert Rose have great banter and provide a healthy mix of content marketing smarts and lively discussions about the latest news.
  2. Marketing Smarts: MarketingProfs’ podcast features interviews with some of the top marketing experts in their fields. The in-depth interviews provide a real look at the subjects and their journey to success.
  3. The Sophisticated Marketer’s Podcast: Jason Miller of LinkedIn has only aired two episodes of his new podcast, but I’m already a fan. The way that Jason approaches interviewing his guests incorporates a lot of humor and natural conversation.
  4. Online Marketing Made Easy: Amy Porterfield is so easy to listen to. When she’s talking about social media, lead generation or content marketing, it feels like she’s speaking directly to me which makes it hard to tear myself away from listening.
  5. Unpodcast: Alison Kramer and Scott Stratten’s podcast is reminiscent of your favorite morning radio talk show, filled with humor, awkward tangents and oh yeah, marketing!

Best & Worst Times for Listening to Podcasts

Unfortunately, I now want to listen to podcasts all the time. Through a series of trial and error, I was able to uncover some of the best and worst times to integrate podcasts into your routine:

Best Times for Listening to Podcasts

  • When you’re sitting in seemingly endless traffic: hook up your smartphone to your car stereo and you’re good to go.
  • Hitting the pavement or the treadmill at the gym: catching up on Keeping up with the Kardashians can wait.
  • Walking your pet: I’ve found that listening to a podcast while walking my Puggle is better than music.
  • During your lunch hour: It’s finally nice out, so I’ve been enjoying spending some time taking a walk outside, listening to digital marketing podcasts and soaking up some sun.

Worst Times for Listening to Podcasts

  • While trying to write emails, marketing content or your name: podcasts and writing are not a good mix.
  • When you’re in an important meeting: this one should be obvious right?
  • When you’re reading a news article, book or pretty much anything: unfortunately you won’t retain much from either.

What Are Your Go-To Podcasts?

We asked, and you answered! Thank you to the members of our online community that shared your favorite podcasts with us. Below are some of the responses:

Amber Jones: Oh yes, I love marketing podcasts! They let me “tune in” and learn something new while I continue to be productive. My faves are Why I Social (hosted by Christopher Barrows), iSocialTalks (hosted by Brian Fanzo), and the UnMarketing podcast (hosted by Scott Stratten and Alison Kramer)

Craig Johnson: Marketing Smarts and HBR Ideacast

Doug & Emily Allison: Home Business Profits with Ray Higdon!

If you didn’t have a chance to tune-in earlier, now is your time to share. What are your favorite digital marketing podcasts and what keeps you coming back?

Disclosure: LinkedIn is a TopRank Marketing client.

Image: Shutterstock


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© Online Marketing Blog – TopRank®, 2015. |
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May 26th 2015 Mobile, Online Marketing

B2B Marketing Roundup: Resources, Trends and Case Studies to Prep for #BMA15

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BMA Speakers

BMA Speakers

For nearly 900 B2B marketers, this week will bring a cornucopia of ideas, insights and networking opportunities to the BMA National conference in Chicago. There’s a lot going on in the B2B marketing space from the increase in humanization of business marketing content to the application of big data, the impact of video, mobile and ecommerce.

The need to innovate isn’t owned by B2B marketers of course – CMOs are looking hard at differentiating their marketing and digital marketers are always looking ahead to see what marketing trends are worth exploring, experimenting with and adopting.

Making sense of it all takes time, so as part of my prep for the event, I’ve curated a nice mix of helpful resources, thoughts about future B2B marketing trends and even some case studies.

b2b marketing infographic

B2B Marketing Trends, Research and Statistics:

2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America

B2B Marketing Strategy

B2B Marketing 2015

B2B Marketing Tactics and Case Studies

BMA 2015 Logo

As I mentioned above, I’ll be attending BMA’s Global B2B Marketing conference this week in Chicago. Here are the sessions and people I’m really looking forward to most. You’ll see several of these presentations liveblogged later in the week and next here at TopRank’s Online Marketing Blog:

  • Capitalizing on Change: Skills for the New Era of B2B MarketingMichelle M. Smith, SPIM, CRP, VP, Research, BMA, and VP, Marketing at O.C. Tanner
  • Being 3MJesse Singh, SVP of Marketing and Sales at 3M
  • The Rise of the Data-Driven MarketerRussell Glass, Head of Products, LinkedIn Marketing Solutions; Founder, Bizo
  • Here’s Why You’re Failing at Content MarketingJoe Pulizzi, Founder at Content Marketing Institute
  • Predicting the Future: Unlocking the Power of Big Data in B2B MarketingLaura Ramos, VP and Principal Analyst at Forrester Research
  • Taming the Marketing Technology Beast and Teaching It to Fetch (Customers)Scott Brinker, Co-Founder and CTO at ion interactive
  • The Cloud Games: Catching Fire – A big panel featuring:
  • INSPIRED: How Brilliant Brands Create a Sudden Urge to ActAndrew Davis, author, Brandscaping
  • Putting Editorial Content at The Heart of B2B MarketingJohn Bell, VP, Enterprise Digital Marketing at Travelers
  • Successfully Making the Tectonic Shift from B2C to B2BMark Wilson, SVP, Marketing at BlackBerry
  • Face-to-Face Marketing RulesRuth Stevens, President at eMarketing Strategy
  • Big Data, Little Data and Marketing at the IntersectionTheresa Kushner, VP, Data Governance at VMware
  • B2B Video: The Comedy Writes ItselfTim Washer, Senior Marketing Manager, Social Media at Cisco Systems

If you’re attending BMA, I hope to see you there.

The post B2B Marketing Roundup: Resources, Trends and Case Studies to Prep for #BMA15 appeared first on Online Marketing Blog – TopRank®.

May 25th 2015 Online Marketing

Online Marketing News: Facebook Feed Buzzes Businesses, Promoted Pins Get Powerful, Twitter Shows Search

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Influencer Marketing Golden Ticket

Is Influencer Marketing the Next Golden Ticket? [INFOGRAPHIC] – Influencer marketing is growing like crazy. Will it become the next golden ticket? Check out this infographic to find out. The Shelf

Google Webmaster Tools Rebrands To Google Search Console – Google aims to get more users on Google Webmaster Tools by renaming it to Google Search Console. Search Engine Land

Twitter’s Objective-Based Ads Are Now Available To All Advertisers Company officially launches beta program that it says has helped improve efficiency and cut costs for advertisers who pay only for certain types of engagement, like website clicks, conversions, lead generation or video views. Marketing Land

Tweets Now Appear In Google Search – Twitter and Google announced that tweets now appear in mobile searches. They will make their way to desktop searches in the future. Find out more about how they’ll be appearing. Twitter

Google to Add ‘Buy’ Button to Search Results Within Next Few Weeks – Within the next few weeks Google will be rolling out a “buy” button that will allow people to purchase certain items directly from its search results pages. Search Engine Journal

YouTube Adds Click-to-Shop Button to TrueView Ads – YouTube is tweaking its commercials to be more like interactive infomercials. Ad Age

Google Launches Shopping Ads For YouTube, Integration With Merchant Center – Thursday, YouTube announced a version of product listing ads are coming to retailers’ video ads with TrueView for Shopping. Search Engine Land

Google Upgrades AdWords Editor to Support Labels – Google has made a worldwide update of AdWords Editor that will offer labels, support for upgraded URLs, call-only ads, in-app mobile ads, and custom affinity audiences. Search Engine Watch

Pinterest to Enhance Promoted Pin Ad Capabilities – The visual discovery platform is going to add a slew of new features to promoted pins, including app promotion. How can marketers benefit from these updates? Pinterest is going to make promoted pins more appealing to advertisers by adding a new suite of ad solutions. ClickZ

Google Says Its Google Preferred Viewers 29% More Likely To Visit Brand Sites After Watching YouTube – According to a study conducted by Google this year, nearly one in ten of its Google Preferred desktop viewers do not watch traditional TV. Marketing Land

The Google-Twitter Deal Goes Live, Giving Tweets Prominent Placement In Google’s Results – Tweets now appear for trending topics in a new carousel format. Twitter doesn’t earn directly off display but will gain new traffic. Search Engine Land

Facebook Now Lets People Call Businesses From News Feed Ads – The social network adds “Call Now” button, enhancing the local awareness ad program for local businesses. Marketing Land

 

 

From our Online Marketing Community:

In response to Content Marketing: 6 Steps for Building a Massive AudienceJason Quey said, “Great insight Evan, just buffered this! I believe many should focus on the right strategy to a good content foundation.”

On Stand Out or Don’t Bother: Sally Hogshead on Harnessing Your Fascination Advantage, Sebastian Mealer shared, “I love the advice and framework. I took the test and arrived at the two advantages I expected. What I think is great about this is communicating and displaying your strengths, and remembering to focus on them in messages as well as time. Very helpful in distilling unique strengths and value into a concise statement.”

And Daniel Dessinger commented, “Some great tips here. I missed this session at the conference. Thanks so much for sharing with us. I definitely think #4 is our greatest opportunity. It’s easy to focus on competitors and peers and to make sure one is doing what they do. It’s not a creative stance, but it’s more of a CYA approach. Realizing that the REAL success lies in differentiation is a GREAT way to break out of the mold and begin paving a better path for one’s business.”

Then in response to Dr. Evil’s Guide to Landing Page Design and Optimization, Monica Michaela said, “Hi! I totally agree that “confusion is the enemy of action”. Being very clear helps you build trust between your company and your potential customer.
I also believe that having security badges or/and money-back guarantees on your landing page definitely increases the numbers of conversions because everybody wants to feel safe and trust the company they are buying from. Who wouldn’t? =)”

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

Thanks for reading and have a great weekend!

Infographic: The Shelf


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© Online Marketing Blog – TopRank®, 2015. |
Online Marketing News: Facebook Feed Buzzes Businesses, Promoted Pins Get Powerful, Twitter Shows Search | http://www.toprankblog.com

The post Online Marketing News: Facebook Feed Buzzes Businesses, Promoted Pins Get Powerful, Twitter Shows Search appeared first on Online Marketing Blog – TopRank®.

May 22nd 2015 Online Marketing

Top Digital Marketing Takeaways From Authority Rainmaker

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Brian Clark Authority Rainmaker Cover

What does it take to become an authority in your industry? How can we make better sense out of an integrated approach to digital marketing?

According to the presentations we saw at Authority Rainmaker 2015, it takes the passion to learn and pursue knowledge, the expertise that warrants credibility and respect of your peers and the time and effort to earn your place as an industry thought leader.

While only in it’s second year, Copyblogger’s Authority conference brought the passion and expertise that will no doubt result in achieving authority status among digital marketing events in the industry.

Alexis Hall, Lee Odden and I had the pleasure of representing TopRank Online Marketing for this informative and entertaining event, which took place at the beautiful Ellie Caulkins Opera House in downtown Denver Colorado. We met interesting people, created great blog and social content and learned lots of great digital marketing tips to share with our agency team.

Here are some of our favorite takeaways:

Buyers Hold the Power – Daniel Pink

D Pink AR2015

Today’s buyers are extremely savvy. They have access to information and tools, that previously were only available to the sellers. Marketers have an enormous opportunity to begin serving these customers in a more meaningful way.

Find out how by reading The New Era of Sales and Content Marketing – Daniel Pink

Content Marketing Pros Follow Similar Paths to Success – Joe Pulizzi

Joe Pulizzi

Content marketing has exploded in popularity and for very good reason. Done right, it gets huge business results at a fraction of the cost of more conventional marketing tactics. Several trail-blazing businesses and thought leaders have been instrumental in driving the adoption of content marketing by not only proving the model, but in many cases defining it.

For companies who have yet to achieve content marketing greatness, make sure you’re on the right track by following Joe Pulizzi’s 6 Steps to Building a Massive Audience

Cleverness Doesn’t Pay When it Comes to Landing Pages – Sonia Simone

Sonia AR2015 2

Clever titles may work great for BuzzFeed and Reddit content, but they can be confusing in the context of landing pages. The goal of any landing page isn’t to get a laugh, it’s to motivate action and confusion is the enemy of action.

Learn how to turn your landing page CRO up to 11 in Dr. Evil’s Guide to Landing Page Design and Optimization.

Search Engines Are Getting a Lot Smarter – Danny Sullivan

D Sullivan AR2015

As powerful and revolutionary as search engines are, the past year has seen some truly game-changing upgrades at Google. From the Hummingbird algorithm update which moved Google ranking factors far beyond just keywords and links, to the Mobile Friendly update which is helping to usher in a new era of mobile friendly websites, search marketers have had plenty to keep them busy.

Learn more about the where search is now and likely to be going in: Danny Sullivan on the State of Search Marketing in 2015 

Craving More Authority Rainmaker Insights?

This eBook features additional insights and tweetable tips from the marketing experts that appeared at Authority Rainmaker 2015.

Complete List of Coverage From Authority Rainmaker 2015

Below are links to the presentations we covered at Authority Rainmaker:

Thank you to Brian Clark, Jessica Commins and the Copyblogger team for putting on a such a great event! I know most of the attendees would agree, this is a digital marketing event worth repeating and we’re looking forward to what’s in store for next year.

Whether you attended Authority in-person or vicariously through social shares and posts like this, what were your favorite takeaways from Authority Rainmaker?

Disclosure: Copyblogger Media is a TopRank Marketing client for the Authority Conference.


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© Online Marketing Blog – TopRank®, 2015. |
Top Digital Marketing Takeaways From Authority Rainmaker | http://www.toprankblog.com

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May 20th 2015 Online Marketing