Lane Ellis

Lane Ellis

Digital Marketing News: YouTube’s Longer Ads, Facebook’s Clear History Ad Impact, Google’s SEO Factors, & Landing Page Habit Study

Lane Ellis on May 24th, 2019     Online Marketing News

2019 May 24 Social Media Examiner Chart

YouTube Ads Are Getting Longer
The ads marketers run on YouTube are getting longer, with the number of 30-second ads rising from 19 percent in January 2018 to 24 percent in January 2019, bucking the notion that shorter is always better with video, one of several video trends shown in a new MediaRadar report. MediaPost

Survey Report: Landing Page Habits of Marketers
30 percent of marketers expect average landing page conversion rates of 10 percent or less, and more than half expect a rate of 20 percent or less, according to new survey data on landing pages and their lead generation performance. SmartBrief

Lane Ellis

80+ New Social Media Marketing Statistics for B2B Marketers

Lane Ellis on May 23rd, 2019     B2B Marketing, Social Media

80+ new SMM statistics to trick out your B2B marketing colorful maze image.

Social media marketing’s near-universal popularity and the break-neck speed at which it changes sometimes makes it difficult to keep up with — for B2B and B2C marketers alike. However, if we use the latest statistical data, it’s possible to gain many helpful new insights.

Here are 83 of the latest relevant social media marketing statistics to trick out and inform your marketing efforts, with a particular focus on certain fascinating new B2B-specific data.

We’ll look at statistics taken from five recent reports and several additional sources, starting with general social media marketing overview figures. Then we’ll look individually at Facebook, LinkedIn*, Twitter, Instagram, and a group of other social platforms.

Lane Ellis

Digital Marketing News: Google Ad Auction Changes, Instagram’s Chronological Likes, & 3 New Marketing Studies

Lane Ellis on May 17th, 2019     Online Marketing News

2019 May 17 Sprout Social Chart

Google shares details on how first price auctions in Google Ad Manager will work
Display and video ads sold with Google Ad Manager, Google’s ad server and publisher exchange, will get additional auction functionality aimed at removing Google’s “last look” outbidding advantage, while also bringing new minimum pricing strategies and rules, the search giant recently announced. Marketing Land

Instagram Separates New Likes on Posts, Adds Unfollower Stats for Creator Accounts
Instagram has tested showing most recent post likes first, along with adding unfollower statistics to Instagram Creator analytics data, features that could prove useful to digital marketers when eventually rolled out. Social Media Today

Lane Ellis

6 Ways to Bring More Boom! & Less Boring to Your B2B

Lane Ellis on May 7th, 2019     B2B Marketing

Lit firecracker and yawning man image.

Is your B2B marketing on the boring side? Here’s how you can ignite a powder-keg of inspiration and burst forth with new content marketing energy to bring more boom and less boring to future B2B marketing efforts.

We have six boom-including content marketing antidotes to replace the status quo with inspiration, joy, laughter, energy, enchantment and other powerful marketing elixirs that can help you create relevant, informative, and — above all — memorable content.

#1 — Get An Inspiration Infusion From Experts

via GIPHY

  • Oftentimes you don’t have far to go to find inspiration for your B2B content marketing.
  • Inspiration abounds if you look to your heroes, past mentors, and the industry influencers and business associates whose work you admire the most.
Lane Ellis

Digital Marketing News: Brand Trust, B2B Content, LinkedIn’s Rising Engagement, Digital Video Ad Spend Growth, & More

Lane Ellis on May 3rd, 2019     Online Marketing News

2019 May 3 MarketingCharts Chart

B2B marketers acknowledge the need for quality content
72 percent of B2B marketers intend to create more social content over the next 12 months, and 98 percent see the performance of content marketing as justifying its cost — two of many insights containing in newly-released report data. CMO.com

LinkedIn Engagement Continues to Rise, According to Latest Update from Microsoft
LinkedIn (client) saw revenue growth of 27 percent for the quarter, a 24 percent increase in on-platform sessions, and record engagement and job posting levels, according to recently-released report data from parent company Microsoft. Social Media Today

Lane Ellis

Why Digital Asset Management Matters in B2B Marketing

Lane Ellis on Apr 30th, 2019     B2B Marketing

Businesswoman working in an office brainstorming digital asset management ideas.

You’ve probably heard of digital asset management, with its amusing DAM abbreviation, but do you know precisely what it is? Did you know that it can be revolutionary to any business in either the B2B or B2C landscape?

DAM technology helps organizations and individuals increase efficiency, save time, and future-proof their work. Let’s look at the world of DAM, how it works — what it offers, who some of the major players are, and how you can find the right software match for your business.

Just What is Digital Asset Management, Anyhow?

Robot with magnifying glass looking at file folders image.
Digital assets are simply any computer files, stored anywhere — whether on your phone, tablet, desktop, network, or in the cloud:

  • Images
  • Videos
  • Text files
  • Multimedia files such as PDFs and PowerPoints
Lane Ellis

Digital Marketing News: Twitter’s Hidden Replies, LinkedIn’s Reactions, Google’s Image Increase, & Facebook’s Ad Manager Refresh

Lane Ellis on Apr 26th, 2019     Online Marketing News

2019 April 26 MarketInspector Chart

Twitter to launch a ‘hide replies’ feature, plus other changes to its reporting process
In June Twitter plans to launch an experimental feature to hide certain replies, and a handful of other new changes the firm says are designed to help make conversations on the platform more productive. TechCrunch

Facebook gives Ads Manager a design refresh and launches new cost cap bidding strategy
Facebook advertisers and users of the firm’s Business Manager platform will see new layout changes and features, including streamlined Ads Manager navigation and tools to improve new client on-boarding, Facebook recently announced. Marketing Land

LinkedIn Is a Newcomer to the Reactions Game, With 4 Options Joining Its Like Thumbs-Up
Over the coming months LinkedIn (client) will roll out a slew of new user content reaction options to the professional platform, including expressions of curiosity, love, and celebration, the firm recently announced. Adweek

Lane Ellis

Dare to Be Different: 5 Fresh Examples of Innovative B2B Content Marketing

Lane Ellis on Apr 24th, 2019     B2B Marketing

Rainbow umbrella in mass of black umbrellas image.

In a sea of the same old boring black B2B umbrellas, some marketers have unfurled their rainbow parasols and risen above the content marketing crowd. Read on to find and learn from five fresh examples of how daring to be different can lead to innovative and award-winning B2B content marketing.

Using a wide variety of savvy marketing elements including interactive digital storytelling, expert insight, micro-sites, quiz tools, personalized data, psychometric research, artificial intelligence (AI), video, online collaboration, live events, corporate social responsibility (CSR), influencer marketing and more, these campaigns show how B2B firms are successfully using tactics traditionally associated more with B2C.

Savvy B2B marketers know creating campaigns that stand out in today’s rapid-fire barrage of digital messages is more challenging than ever, yet as we’ll see from the stellar content marketing examples below, when done well the results can be outstanding.

Lane Ellis

Digital Marketing News: Influencers Try Escapex, Gating B2B Content, YouTube’s Quality Watch Time, & Pinterest Conversions

Lane Ellis on Apr 19th, 2019     Online Marketing News

2019 April 19 StatusBrew Chart

Google-Backed Study Finds People Willing To Trade Sensitive Data For Personalized Media
More than a quarter of U.S. and U.K. consumers are willing to share some location, purchase history, and banking information with smart voice assistants, while 46 percent are also willing to share their media usage history, according to new survey data from Google and the National Research Group (NRG). MediaPost

Using Trust as the Driving Force Behind Marketing Strategies
61 percent of millennials are concerned about global conditions and feel personally responsible for making a difference, one of several signals of increasing opportunities for greater trust and brand integrity in marketing, and Adweek takes a close look. Adweek

Lane Ellis

Why Twitter Lists Are Still a Great Tool for B2B Marketers

Lane Ellis on Apr 17th, 2019     Twitter

Segments of citrus fruit image.

B2B marketers can benefit in numerous ways by taking full advantage of the power of Twitter lists. Whether it’s showing respect for and nurturing prospective clients, engaging current clients and fans, or helping to build trust in marketing, smartly putting Twitter’s many list features to use offers potentially large and oftentimes overlook advantages.

Twitter By the Tape

Why should B2B marketers care about using Twitter? Here are some recent statistics:

  • With over 321 million monthly active users worldwide including 66 million is the U.S., Twitter is among the top tier of social media platforms (Statista)
  • Twitter’s fourth-quarter 2018 revenue reached $909 million
  • Advertising revenue climbed to $791 million, a 23% increase for the quarter
  • 85% of B2B marketers use Twitter to distribute content (Statusbrew)
Lane Ellis

LinkedIn’s List of 24 B2B Marketers You Need to Know

Lane Ellis on Apr 15th, 2019     B2B Marketing, Online Marketing, Social Media

LinkedIn’s 24 B2B Marketers You Need to Know

In honor of it’s fifth anniversary, LinkedIn has released a revamped edition of The Sophisticated Marketer’s Guide to LinkedIn. The eBook features a powerful array of digital marketing smarties, each who shared their insights and practical advice on how to get the most out of LinkedIn—from optimizing your profile to expanding your network.  The TopRank Marketing team was privileged to work with LinkedIn team to identify, engage, and gather fresh insights from these brightest marketing minds.

If you’re anywhere near the B2B marketing world, social selling or recruiting, getting to know LinkedIn is more essential today than ever. Why? Check out these statistics:

  • With over 610 million members in over 200 countries and territories, more than 1 out of every 3 professionals worldwide is on LinkedIn.
Lane Ellis

Digital Marketing News: B2B’s AI Questions, Marketers Struggle with Personalization, Nielsen’s Neuroscience, & Brands Try Twitch

Lane Ellis on Apr 12th, 2019     Online Marketing News

2019 April 12 Pew Chart

Corporate America can’t afford to ignore Gen Z
U.S. Gen Z members tend to spend their money with businesses that align with their values, respond positively to autonomous sensory meridian response (ASMR) advertising, and prefer online subscription and customization, according to new research survey data of interest to digital marketers. BNN Bloomberg

Why More and More Brands Are Getting Into the Streaming Game on Twitch
Twitch, which Amazon acquired in 2014 for $970 million, has seen increasing numbers of brands advertising on the streaming platform, and recently some have been moving from traditional ad formats to the in-game action itself, a new area of opportunity for digital marketers. Adweek