Archives for July 2019

Digital Marketing News: Customer Expectation Study, Twitter Updates Lists, LinkedIn Objective-Based Brand Awareness Goals & More

2019 July 19 Domo Chart

LinkedIn updates Campaign Manager, adds brand awareness, conversion campaign options
LinkedIn has rolled out a number of campaign conversion improvements and new brand awareness additions to its Campaign Manager. The updates are poised to enhance LinkedIn’s (client) objective-based ad platform goals. Marketing Land

Brands ‘Out Of Touch’ With American Women
61 percent see portrayal in advertising as completely out of touch, and 56 percent want brands to stand up for women, according to newly-released data from Kantar’s U.S Monitor survey of Americans’ attitudes, values and motivations. MediaPost

Survey Reports 60% of Marketers Ignore Consumer Expectations; Still Rely on Single-Channel Customer Engagement
Some 60 percent of marketers fail to take into account consumer expectations, while 95 percent see increasing expectations from customers — two of several findings of interest to digital marketers in new report data from Maropost. MarTech Advisor

Setting Your Sights on 2020: How to Brew a Forward-Thinking Marketing Strategy

The high-pressure marketing budget and strategy planning season seems to kick-off earlier each year. It’s as if your boss is asking you to magically construct the perfect strategic and tactical mix at the right budget for 2020, without having enough of 2019 under your belt to predict the best approach. After all, you don’t know what the future holds, right? 

As they say, hindsight is 20/20. So, why not leverage that to get some 20/20 foresight?

Like you, we at TopRank Marketing don’t have any magical crystal balls or employees with psychic powers. We don’t use witchcraft to brew mystical marketing love potions. And we certainly don’t engage in any sorcery with enchanted mirrors, but we’ve honed our craft over nearly 20 years and we do find plenty of value in reflecting.

26.2 B2B Marathon Marketing Lessons

Collage of six images of marathon runners.

Racing a marathon and running a successful marketing campaign have a surprising number of similarities — in fact, here are 26.2 things they share in common, and the lessons they can teach us.

I’ve been running marathons since 1998 and working in digital communications and marketing since 1984 — two pursuits I’m passionate about that may initially seem quite dissimilar, but which really do have much in common when you begin to look closely.

The Importance of Pre-Race Planning

The marathon isn’t a race you want to run with no training or on a whim — and even if you did, the notoriously unforgiving distance has a way of giving runners back just what they put into it. Skimping on training usually spells disaster when it comes to marathon running.

How to Refocus on Your Audience for Better Content Marketing Results

Clearly focused eyeglasses on a blurry background image.

Is your content audience-centric?

“Of course it is!” Says the hypothetical person I just made up. “We do intensive research for all our content. We look at questions our audience is asking, we hit up SEMrush and BuzzSumo…our content is all about our audience!”

Marvel's Thor sarcastically asks "But is it, though?"

Here’s the big question:

Beyond learning about your brand, which will enrich their lives in many exciting ways, what is your consumer getting out of your content? 

Creating or deepening a brand relationship can’t be the only reason your content exists. Raising brand awareness can’t be the only reason your content exists. That’s not audience-centric content. People will quickly realize that and move on.

Most marketers want to offer a genuine value exchange to our consumers. We’re not shriveled-hearted gargoyles trying to trick people into paying attention to us. 

Standing Out From the Crowd: Insights From 12 Marketing Industry Leaders

Standing Out in the Crowd

It’s time for B2B content marketers to stand out. You know it. I know it. We all know it. 

But capturing attention in a crowded content room is hard to do, especially when content creation has seen the biggest uptick in spending among your fellow B2B content marketers. You can’t be subtle. You can’t be boring. But you also can’t be obnoxious; relevance and resonance are paramount. You have to accept and adapt to what your audience needs and wants at any given moment. It takes speed, flexibility, bold ideas, fearlessness, and more.

Where do you start? How about starting with a little inspiration and insight from industry leaders?

Below we have insights and advice from 12 marketing and customer experience leaders on how to stand out from the crowd and create content your audience can’t ignore. 

Digital Marketing News: Facebook’s Creator Monetization Tools, Brands Embrace Instagram, Google Maps Place Topics & More

2019 July 12 SmallBizGenius Chart

Facebook brings back reach estimates for Custom Audiences
After a year-plus absence and with new security measures in place, marketers can once again use Facebook’s estimated reach data for Custom Audience campaigns, the social giant recently announced. Marketing Land

Google Maps Launches Place Topics
Google announced that its Google Maps now includes review-based data for a new Place Topics feature. The new local search information from this automated feature could potentially have the greatest impact on B2B firms. Search Engine Roundtable

Social ad spend reached almost $18bn in Q1 2019, but growth has halved in past year
Revenues from advertising on social media and messaging platforms climbed 26.2 percent year-over-year during the first quarter of 2019, but at a slower rate than last year, according to recently-released data from Warc Data. Some platforms are looking to diversify in light of social media usage times that have remained steady. Mobile Marketing Magazine

Your Interactive Guide to Creating Showstopping Content with Insights From Top #CMWorld Speakers

Content marketing wears many (top)hats. Brands incorporate content marketing as an avenue to help them reach, engage and convert their audiences. It’s also a tool for attracting the RIGHT people to your brand. And in the end, great content can inform, persuade and connect with your target audience on a deeper level. 

In Content Marketing Institute’s 2019 B2B Content Marketing report, they found that 95% of the most successful B2B marketers agree that their audience views their organization as a credible and trusted resource. Ask yourself: Would your audience say the same about your brand? 

5 Content Promotion Tactics To Make You (Almost) Famous

Woman embracing beautiful world from a dock overlooking water image.

Not all forms of content creation will make you famous, but some come with built-in amplification boosts that can put you well on your way to star-quality promotion.

Working with industry experts and influencers to co-create content is a proven tactic for adding more inherent promotion right from the start of your campaign.

Harnessing the power of industry events, keeping abreast of trend forecast data, and incorporating interactive elements are also tactics that can significantly up your content promotion game.

Let’s take a look at all of these methods and more, and see how to best utilize each, including examples showing how each tactic has driven star-quality success.

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Tactic #1 — Co-Creation With Industry Experts & Influencers

Women's rowing team image.

Making the Case for Video at Every Stage of the Buyer’s Journey

Video Marketing Statistics for Each Stage of the Buyer's Journey

It’s been said before, but I’ll say it again: Video across the digital landscape is what buyers and consumers alike crave.

The average U.S. adult spends 5 hours and 57 minutes a day watching video. Compare that number to the average amount of time someone reads each day (16.8 minutes), and you’ll find that people watch videos over 21-times longer than reading text. Video informs, engages, and entices audiences, which means video can and should have a place within your B2B content marketing strategy.

But when and how should you leverage video? It’s not just a top-of-funnel tactic reserved for B2C brands. And here are the *stats that showcase it’s potential.

15 Video Marketing Statistics for Every Stage of the Buyer Journey

Attract

  1. 84% of marketers credit video with increasing traffic to their website. (3)

Digital Marketing News: Facebook’s Top Fan Ad Targeting, B2B Customer Retention & Awareness Research, $1B Podcast Ad Forecast & More

2019 July 5 MarketingCharts Image

How Are Businesses Going About Retaining Their Customers?
A recent brand loyalty tactics survey highlighted the differences between B2B and B2C when it comes to customer retention. More than 300 B2B and B2C business leaders were surveyed, with 97 percent having made customer retention a top priority. Some 68 percent of B2B respondents were confident in their firms’ retention prioritization, with 29 percent noting that they could do better, and only 14 percent of B2B respondents noting that customer experience and support was a top priority. MarketingCharts

The podcast industry expected to create $1 billion in annual revenue by 2021
By 2021 podcast advertising is expected to top $1 billion in annual revenue, according to newly-released forecast data. Such a strong projection by IAB could drive even more marketers to explore podcasting options. The Verge

When Sparks Fly: The TopRank Marketing Team’s Firework Marketing Moments

Firework Marketing Moments

Marketers are a passionate breed. Whether we’re crafting content, unearthing optimization opportunities, or digging into performance metrics to understand where we went right or wrong, we’re wide-eyed and determined.

Our work is a labor of love, and we’re often driven by special moments that spark awe, imagination, and a sense of accomplishment. Those moments that make us go “Boom!” Those moments where we can sit back for a few minutes and watch in wonder. I’m talking about those firework marketing moments.

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What moments light up the marketing skies for some of our team members? See what makes them go oh, ah, and cheer for an encore.

Our Firework Marketing Moments 

Ashley Zeckman

Senior Director of Digital Strategy