What B2B Marketers Can Learn About Buyers Without Trying Too Hard
NOVEMBER 19, 2015
People don’t always tell you what they’re thinking. In personal relationships, we use body language, tone of voice, micro expressions, actions, and other intangibles to infer someone’s perspective, attitude, intent, and desires. The separation between key stakeholders and those of us trying to escort them along the buyer journey presents some challenges. What’s The Complexion Of Your Market?
Survey: 93% of Inbound Marketing Professionals Create New Content Weekly
SEPTEMBER 8, 2016
As inbound marketers churn out new content, a survey has revealed that many of them do so multiple times throughout the month. In fact, according to a survey of 100 inbound marketers conducted by Writtent, 93 percent create fresh content weekly. Approximately Eleven percent of respondents claimed that finding time for writing is their greatest challenge as an inbound marketer.
10 Digital Marketing Trends That Should Influence Your 2016 Content Strategy
MARCH 17, 2016
I wrote a post six months ago highlighting ten marketing trends that should influence your content strategy. While it feels like that was published yesterday, we all know today’s digital marketing trends change with the blink of an eye, whether it’s due to a new channel, updates to search algorithms, or any other factors. Data Management. Source ). Digital is Where the Money Is. Source ). Source ).
How Your Startup Can Overcome Content Marketing Challenges
APRIL 14, 2016
Beginnings are hard. We procrastinate the projects and tasks we perceive tough, complicated, or otherwise messy. Starting a content marketing program from scratch is right up there on the list. Neck-tightening tension separates things we intend to do from the things we actually do. Left unresolved, tension quickly escalates to anxiety, stress, and self-doubt. Mistakes Are Amplified For Startups.
Six Key Steps to Successful Marketing Automation Adoption
Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.
8 Key Google Changes B2B Marketers Need To Know In The New Year
JANUARY 5, 2016
In early December, Google dropped the “followers on Google+” social annotation for AdWords advertisers, as uncovered in an article from The SEM Post. This is announcement was just another indicator that B2B marketers can focus less on activity directly associated with Google+ in the new year. The Demise of Google+. Image Source. Smart Goals For AdWords Advertisers. Mobilegeddon.
10 Marketing Trends That Should Influence Your Content Strategy
SEPTEMBER 22, 2015
As someone that’s always had a passion for journalism, I enjoy staying on top of the latest news. As a B2B content marketer, staying on top of the latest news and trends that impact my clients and the B2B marketing space as a whole has become a daily part of my life and a critical factor in allowing me to do my job effectively. Effectiveness of Visual Content. That’s pretty low. Final Thoughts.
Debunking 10 Common SEO Misconceptions
JULY 28, 2016
Working in a search marketing agency, I often forget that basic SEO techniques are not second nature to the general public. This became crystal clear to me earlier this summer, in fact. While sitting in a graduate class, we were discussing the topic of search engine optimization and my professor told the class that keyword stuffing is the way to go. SEO Is Dead. No, SEO is not dead. Why? .
13 Suggestions for Content Marketing Inspiration
JULY 20, 2016
One of the most rewarding parts of planning and writing content is landing on a new idea kernel. The undeveloped kernel is a type of node. Alone, it’s opportunity in waiting. When joined by a few other nodes, options and angles grow exponentially. The newfound bounty can power content marketing efforts for a few weeks or even longer. Sustenance, but no joy. Listen. Customers are a smart bunch.
B2B Marketing Trends for 2016
25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.
5 Overlooked Content Marketing Assets That Can Influence SEO
NOVEMBER 12, 2015
It is pretty common to email survey and customer feedback requests to customers after a purchase is made online. While I often just delete these communications, I may consider them if I’ve had either exceptional or horrible experiences. Ratings and reviews can be important for SEO and PPC. EMAIL COMMUNICATION. Cross-links to key content marketing assets and social media profiles.
8 Great LinkedIn Groups for B2B Marketers
JUNE 29, 2016
It is no secret that LinkedIn is a valuable social media platform for B2B marketers. According to a recent report released by Regalix, 91 percent of respondents said that LinkedIn was the most effective channel in terms of helping them reach their target audience. LinkedIn Groups – participation and ownership – can be part of the mix of when it pertains to B2B social media marketing.
Master These 10 Content Marketing Skills to Become an All-Star
FEBRUARY 16, 2016
Each year, typically during a weekend in mid-February, the NBA’s best players flock to a designated city for NBA All-Star Weekend. During this three-day long annual celebration, a handful of selected players participate in a 3-point contest and dunk contest before joining the rest of their peers for the All-Star Game, which caps off the weekend. Let’s take a look: 1. Organization. Data Analysis.
9 B2B Marketing (and Life) Lessons from #Inbound15
SEPTEMBER 14, 2015
What happens when more than 14,000 marketing and sales professionals come together under one roof? Now, that’s an inbound movement! Pioneers of the inbound movement gathered from around the globe at Inbound15 to spread creative and prosperous methods for inbound marketing madness. hope these lessons inspire both your daily and ongoing inbound marketing strategy, as they did for me. Final Thoughts.
How to Generate New Keyword Ideas
NOVEMBER 3, 2015
Lately, there has been a bit of discussion within the SEO industry around the idea of keywords and whether or not they still matter. To me, this is silly. When you are talking about search, of course keywords still matter. People use words to search! However, the idea that we can look at keywords the same way we always have is even sillier. Image: Blue Nile Research. Search Query Data (WMT).
8 Ways to Create More Effective Lead Generation Programs
Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.
50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year
DECEMBER 8, 2015
It is that time in the year again. As we wind down 2015, marketing budgets and planning for the new year begin to take focus. Hopefully, Hopefully, the performance metrics associated with your organization’s marketing programs have yielded success and validation for tactics proposed at the beginning of the year. Demand Generation. source ). >. source ). source ). source ). source ). source ).
10 Examples of Highly Impactful LinkedIn Profiles
MARCH 12, 2015
Last summer I wrote about the importance LinkedIn can be for executing B2B SEO link building. Success derives from the amount of trust and authenticity one conveys when actively networking. And the first place to start is through your LinkedIn profile. Why LinkedIn Again? Elements of a LinkedIn Profile to Consider. Here is that list in summary: A Professional Profile Photo (Headshot). Xand Griffin.
Why Your Employees’ LinkedIn Profiles Should Be Part of Your B2B Marketing Strategy
JUNE 14, 2016
We’ve covered the benefits of using LinkedIn for B2B marketing before, but many companies fail to see the benefits of helping employees with their own profiles. Because employees list their current job on their own profile, potential clients, colleagues, and hires could be looking at someone’s personal profile from a company before getting to the company’s official page or group. Great Images .
Announcing The 2015 B2B Web Usability Report
APRIL 9, 2015
Google Analytics and other reporting tools can tell you a great deal about what buyers do once they get to your website – which pages they click, the flow from one page to another, conversions, etc. But B2B marketers also need to know what buyers actually want from a vendor website. Which content elements are most important to their target audiences? We hope you find it as valuable as we did.
A Blueprint for Content Marketing Success
84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.
5 Underutilized LinkedIn Features B2B Marketers May Be Missing Out On
JUNE 2, 2015
LinkedIn has been found to be the most effective social media lead generator for B2B marketers, with 60-80% of those surveyed (depending on the study) stating that they have gotten real leads from the platform. Thus, it makes sense for those involved in the B2B industry to remain active on LinkedIn, especially because it’s wealth of places to generate content and engagement continues to grow.
10 Reasons to Develop a B2B Blogging Strategy
NOVEMBER 24, 2015
With the end of the year rapidly approaching, and 2016 planning underway, business owners are assessing where they are with respect to B2B search engine marketing goals and objectives. Hopefully your organization is well ahead of performance benchmarks this year. Create opportunities for new SEO keyword strategies. Support existing SEO keyword strategies. Create an opportunity to acquire backlinks.
5 Places B2B Marketers Can Find Blogging Inspiration
DECEMBER 10, 2015
One of the struggles B2B marketers come to me with is the fact that they just don’t know how to come up with content for their blog, website, or other online platform (like social media). They want to make it interesting, without being cheesy or too pushy in the sales process. Here are five ways to generate ideas. Customer Service Communication. Write a step-by-step tutorial about it. Last Words.
The Secret Ingredient to Effective B2B Content Marketing Performance
OCTOBER 4, 2016
KoMarketing has been writing about the value of content marketing for years. It is always reassuring to read when other colleagues in the broader industry share a similar perspective. In CMI/MarketingProf’s latest B2B Content Marketing Report , 89 percent of B2B marketers surveyed indicated that they are currently using content marketing tactics. B2B Content Marketing & SEO.
The Ultimate Guide to Content Experience
The process of content marketing has typically been defined by a three-pillar system that consists of “Creation”, “Distribution”, and “Insights”. However, this system neglects to include the significant fourth pillar of content marketing: Experience.
8 Examples of B2B Businesses Managing Powerful LinkedIn Pages
AUGUST 23, 2016
There’s no doubt that LinkedIn is one of the most effective social media lead generators for B2B marketers, offering businesses the chance to tell their brand story in a unique and meaningful way. On the other hand, many B2B brands still struggle to engage their audience on the platform. For each company page, we’ll look at what exactly they are doing to grab their audience’s attention.
30 B2B Social Media Tips for 2016
JANUARY 26, 2016
As social media has grown, so has the opportunity for businesses to reach customers and potential customers. In fact, according to the Salesforce 2015 State of Marketing Report , 66% of businesses now have a dedicated social media team. Great news, right!? Sort of. So, as it turns out, we still have work to do. That’s ok! Social media isn’t something you just do. Think Beyond B2B. Steal from B2C.
Delivering Results through Content Personalization [Interview]
SEPTEMBER 8, 2016
Content personalization continues to be a challenge for marketers, as revealed in the “2016 Trends in Personalization” study from Evergage. Although 85 percent of marketers said they were using personalization tactics, 55 percent gave themselves a grade of “C” or lower. We spoke to Paula Crerar, vice president of content marketing and programs at Evergage, for more insight into the report.
5 Effective Options For B2B Advertising on Social Media
MARCH 15, 2016
Social media isn’t most B2B marketers’ first choice for most effective platform, but highly targeted advertising campaigns are starting to change that line of thinking. If you don’t think your audience is on social media, you’re wrong. According to Pew Research Center , “82% of online adults ages 18 to 29 use Facebook, along with 79% of those ages 30 to 49.” Target Job Titles in Campaigns.
Why B2B Content Strategies Are Paramount for Generating Quality Leads
Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.
5 Things I Learned About Digital Marketing in 2015
DECEMBER 15, 2015
Fun Fact: Each month when it’s time to write a new blog post, I head over here to the KoMarketing blog and take a look at my previous posts to 1) ensure I haven’t already written something similar and 2) see if there’s an opportunity to refresh an older post. Yes, friends, that’s called repurposing and it’s magical! The high level summary of the post was this: Client education is a must. Cheers!
Client Newsletters: Do They Belong in Your B2B Marketing Mix?
FEBRUARY 11, 2016
Email marketing is one of those things many marketers feel like they “should” do, but the fact remains that B2B email marketing strategies differ for each organization. For some, simply sending out emails with current promotions can lead to great click-through rates ( anything over 3.5%) and a decent ROI. Be an Industry Resource. Share Events or New Products. How does this benefit them?
How To Project SEO Content Marketing Goals & Performance
AUGUST 2, 2016
Earlier this year I presented a case study on how we grew our digital presence by more than 200% , in terms of total site traffic, over a two year timeframe. Organic search specifically grew more than 500% period over period, with +150% growth in leads from this channel. Competitive Benchmarking. The first step in establishing benchmarks is to review key competitors and their online productivity.
5 Ways B2B Organizations Can Incorporate Video Marketing
FEBRUARY 5, 2015
The integration of video content has been a confusing topic for many in the B2B space. However, if you break down the different ways video can work within your specific marketing strategy, it becomes significantly less daunting. And it’s imperative to consider how video can be leveraged for B2B online marketing. Tutorials. Video Testimonials. Interviews. Repurpose Existing Content.
The 10 Don’ts of Twitter for B2B Marketing
APRIL 26, 2016
Twitter has transformed the way that B2B marketers communicate with their target audiences by providing another place to engage, address questions, and emphasize what they stand for. In fact, Twitter is now the top social platform for B2B brand mentions , with 73% of them happening on the site. Why is it so important to avoid Twitter bad practices? What other ways can you get your point across?
What is Content Marketing? 10 Expert Video Responses
JUNE 17, 2016
I was at a family cookout last summer talking to a group of my relatives, when someone asked me about my job as a content marketer. began to explain it as I normally would to other marketing-savvy people, but noticed about half of those I was talking to were looking at me with faces that looked a lot like this: My grandmother said, “So, you’re like an online journalist?”
How to Leverage Content Marketing in “Boring” B2B Industries
MAY 12, 2016
One of the most common problems I’ve heard from clients is their worry that they have such a technical or uninteresting product or service that it’s hard to come up with creative campaigns. They feel like the campaigns Disney or Taco Bell put together are hard because they lack the creativity that comes naturally with companies that have it woven into their culture. Do You Need Explainer Videos?
Does That “Affordable SEO Package” Make Sense For Your Business?
SEPTEMBER 3, 2015
A couple weeks back, a small business owner, that had found my information through my columns on Search Engine Land , emailed looking for guidance on how to make a decision on SEO services. They were redesigning their website. Their web developer was offering them a monthly SEO package as a component of the entire sales process. How To Evaluate a Monthly SEO Package. Are they even asking?