Lane Ellis

5 Top B2B Brands Delivering Exemplary Twitter Engagement

Lane Ellis on Sep 25th, 2019     B2B Marketing, Twitter

Four happy businesspeople jumping above cityscape.

With more than 139 million active daily users and available in over 40 languages, Twitter has increasingly grown as a platform for both B2B and direct-to-consumer brands looking to creatively and effectively showcase products and services.

Twitter has kept up a steady pace of new feature roll-outs over the past few years that have helped it make significant gains as a social media platform not just for consumers, but also for more professional business users than ever.

It’s also increasingly become a destination for all manner and size of brands, and the users who frequent Twitter expect an experience markedly different from that offered by LinkedIn, Facebook, and Instagram. As the following chart from MarketingCharts shows, over the last year Twitter has seen increasing satisfaction among social media users.

Joshua Nite

5 Unexpected Content Marketing Benefits of B2B Podcasting

Joshua Nite on Sep 24th, 2019     B2B Marketing

The Content Marketing Benefits of B2B Podcasting

We all know by now that podcasting is a fantastic content marketing tactic, right?  To review: 

  • Over 81 million people listen to podcasts (Edison Research)
  • 80% finish the majority of every episode on their favorite podcasts (Edison Research)
  • Most people who listen to one podcast are likely to pick up more (Edison Research)

In other words, there’s an enormous audience out there, ready to spend multiple hours with your quality content. And now they can get your episodes right on the Google results page.

So, since you’re ready to start your podcast anyway, how can you use it to elevate the rest of your content marketing efforts?

Nick Nelson

What’s Missing In Your B2B Marketing Strategy? 5 Key Elements You Don’t Want to Overlook

Nick Nelson on Sep 23rd, 2019     B2B Marketing

A car engine without a water pump. A baseball team without a shortstop. A guitar without a D string.

All it takes is one missing piece to prevent something from working as it should. Your B2B marketing strategy might excel in certain areas, but a single overlooked element can cause results to stall out. 

I’m not talking about tactics here, because those can vary on a case-by-case basis. But there are specific considerations and focal points that ought to exist in pretty much every marketing strategy, and if we fail to account for them we are doing ourselves a disservice.

This isn’t a matter of covering bases or checking boxes. This is about thinking through your marketing approach holistically to set it up for sustainable growth. If any of the following aspects are amiss for your team at a strategic level, I highly recommend addressing them.

Lane Ellis

Digital Marketing News: Salesforce’s New Brand Trust Study, Twitter’s Business Playbook, WhatsApp Status Ads, Updates From Facebook & LinkedIn & More

Lane Ellis on Sep 20th, 2019     Online Marketing News

2019 September 20 MarketingCharts Chart

About 1 in 4 Consumers Say They’ve Made A Purchase After Hearing A Podcast Ad
Roughly a quarter of consumers have made a purchase after being exposed to a podcast ad, and about one in three say they find podcasts ads to be more engaging than other formats, according to newly-released survey results. MarketingCharts

Poor Data Quality: Marketers Waste 21 Cents Of Every Dollar Spent On Media
Some 65 percent of marketers see high-quality data as the most important element for campaign success, while also estimating that roughly 21 percent of marketing spending goes towards poor quality data, two of the findings in a new report about marketing data quality. MediaPost

Lee Odden

B2B Marketing Spotlight: Jay Baer on Employee Generated Content #mpb2b

Jay Baer Interview B2B Marketing

It was back in 2010 at SXSWi that I was in the blogger lounge networking with other social media savvy content creators and thought leaders like Brian Solis, Chris Heuer, Amber Naslund, Chris Brogan and Rohit Bhargava, when I met a fellow marketer who shared a metal bottle opener as his business card.

What a brilliant idea! Package your identity around something useful to trigger conversations.

Fast forward to 2019 and Jay Baer has continued to carry that message of utility, talk triggers and clever marketing savvy to his online media empire of Convince & Convert that includes an award winning blog, a network of podcasts, professional speaking, training and consulting.

Lane Ellis

5 Top B2B Brands Maximizing LinkedIn Engagement

Lane Ellis on Sep 18th, 2019     B2B Marketing, LinkedIn

Group of businesspeople image.

With more than 645 million users in over 200 countries, LinkedIn* has increasingly grown as a platform for both B2B and direct-to-consumer brands looking to creatively and effectively showcase products and services.

LinkedIn has released scores of new features over the past several years that have helped it remain the foremost social media platform for professional business users.

It’s also increasingly become a destination for all manner and size of brands, and users looking for an experience markedly different from that offered by Facebook, Twitter, and Instagram.

Since LinkedIn has rolled out so many new tools for brands to maximize their engagement on the Microsoft-owned platform, let’s take a look at how five large primarily B2B companies are connecting with audiences through the myriad of page, group, and showcase page options LinkedIn now provides.

Alexis Hall

Tales from the Trenches: How to Transition from Marketing Doer to Marketing Leader

Alexis Hall on Sep 17th, 2019     Digital Marketing

I was roughly five years into my marketing career when I began managing my first direct report. It was the biggest challenge I faced yet. I was now being evaluated on the actions, successes, and failures of another person—and I also knew it was my responsibility to give them the support and tools they needed to have more successes than failures.

I felt as if I didn’t know how to influence, motivate, or persuade another person. But I was given the opportunity to try and to learn. I had a great group of bosses, mentors, and peers giving me advice, listening to my concerns or wins, and allowing me to make mistakes.

Nick Nelson

Trust Factors: Why Your Brand Should Take a Stand with Its Marketing Strategy

Nick Nelson on Sep 16th, 2019     B2B Marketing, Digital Marketing

Earlier this year, Salesforce made waves by announcing a policy that compelled retailers to either stop selling military-style rifles and certain accessories, or stop using its popular e-commerce software. 

For a massive brand like this to take such an emphatic stand on a divisive social issue would’ve been unthinkable not so long ago. But in today’s world at large, and consequently in the business and marketing environments, it’s becoming more common. This owes to a variety of factors, ranging from generational changes among consumers to a growing need to differentiate. 

But, like so many other trends and strategies we see emerging in digital marketing, I think it mostly comes back to one overarching thing: the trust factor.

Lane Ellis

Digital Marketing News: Google Phases Out Search Console & Adds Bidding Options, Marketing Business to Gen Z, Instagram Post Study & More

Lane Ellis on Sep 13th, 2019     Online Marketing News

2019 September 13 Campaign Monitor Chart

The rise of Spotify as an advertising channel
Spotify has over 217 million users, and the music and podcasts they increasingly listen to have brought greater attention from marketers. ClickZ takes a look at how marketers are embracing Spotify for advertising. ClickZ

Ad Revenue Holds Steady Despite Recession Worries
Digital advertising spending was up nearly 20 percent in the second quarter of 2019, according to newly-released study data that also highlights the comparatively greater number of small-to-medium size firms using digital versus traditional formats. Broadcasting & Cable

Google’s First-Price Auction Switch Is Making Header Bidding Partners Win More
Google has moved to implement a full launch of its previously-announced unified first-price ad auctions, a move that will take place in the coming weeks, bringing new options for digital marketers who use Google Ad Manager. AdExchanger

Lee Odden

B2B Marketing Spotlight: Ann Handley on Being a “Badaxe” Marketer #mpb2b

Lee Odden on Sep 12th, 2019     B2B Marketing, Interviews, MarketingProfs B2B Forum

Interview Ann Handley
Twelve years ago I had the good fortune to connect with Ann Handley, Chief Content Officer at MarketingProfs and she’s been a positive influence to me on what’s possible in content and B2B marketing ever since.

I’m not alone.

During that time, we’ve both grown as marketers. Well, maybe I’ve grown, but Ann has exploded. She regularly fills keynote rooms at conferences, draws long, long lines of people to get one of her best selling books signed and her company MarketingProfs has attracted over 600,000 subscribers.

Ann Handley is a marketing influencers’s influencer or more creatively, she’s an Annfluencer.

Since Ann is the very first Chief Content Officer ever, a multi-book best selling author, international keynote speaker and who I like to call, The Khaleesi of Content, we’re pretty fortunate to share the following interview. And after recent events in Toronto, you call also call her a “badaxe” marketer.

Lane Ellis

Content Marveling: Wonder and Astonishment in Marketing

Lane Ellis on Sep 11th, 2019     Content Marketing

Northern lights over mountains with astounded person below.

Two little letters. On the surface that’s all separating your standard issue “marketing” from the extraordinary and entirely different practice of “marveling.”

Marvel Word Definition Image

At TopRank Marketing, “Content Marveling” is the practice of bringing greater wonder and astonishment to traditional content marketing, and can be applied in both the worlds of direct-to-consumer and enterprise business-to-business, to engage and delight your audience.

Marketing efforts spending huge amounts of paid placement advertising, ever-more-ludicrous click-bait headlines and tactics, and even illicit black-hat methods are all used to simply get us to pay attention to marketing messages.

Among senior B2B marketers, a sizable 82 percent view content as important for achieving marketing goals, however only 48 percent believe their content is somewhat effective — or even ineffective, according to recent study data.

Kelly Hogan

#CMWorld 2019 Recap: Top Insights & TopRank Marketing’s Favorite Moments

Kelly Hogan on Sep 10th, 2019     Content Marketing, Content Marketing World

Content Marketing World 2019 Recap

It’s always fascinating when thousands of marketers, many of whom are competitors, can come together for a week to share ideas, innovations, and advice with one another to grow their business and push the boundaries of their industry. Content Marketing World 2019 was no exception to this act of selfless sharing. It was my first time attending and between the thought-provoking content, industry-leading speakers, and generously engaging attendees, I certainly hope it’s not my last.

At TopRank Marketing, we made it our mission to ensure our readers would share in the benefit of our attendance. Below are the ideas, people, and moments that we were grateful to experience last week, all of which are summarized for your consuming pleasure below. We hope that similar to our conference experience, you walk away with a notebook chock-full of ideas to grow your content marketing programs. Enjoy!