B2B Online Marketing Blog

March 31, 2015: We’re closing in on the launch of our second annual B2B Website Usability Report. Last year, we learned a lot about the objectives of the B2B buyer and how vendors may miss opportunities to connect and provide further value through their website presence.

This year, not only did we want to see if B2B vendors had improved their efforts, but we wanted further clarity in several points of respondent feedback that left us scratching our heads. One of those points was in the impact of social media and blogging on the vendor selection process.

March 26, 2015: One of the hardest things about being a parent to small children is the music you’re forced to endure. I know all the words to “Let It Go,” a song that rivals “Hey Jude” in length. I’ve heard “Mary Had a Little Lamb” played on the recorder so many times that it’s almost starting to sound good to me.

Perhaps most egregious is the fact that I sometimes forget to turn off my daughter’s “Preschool Favorites” CD after I drop her off at daycare. One such morning as I hummed along to “Make New Friends (But Keep the Old)” I got to thinking about all of the ways content marketing involves relying on friends new and old. (Bear with me here.)

March 24, 2015: Developing new slang, using selfie sticks, and religiously watching reality shows are a few of the most commonly used characteristics to describe the Millennial generation (ages 18-34).

While some of these may be true (I’m guilty: I recently got a millennial friend a selfie stick as a gift), this generation is much more complicated than it may seem on the surface and B2B marketers need to start taking them seriously, today.

Did you know?

  • This year, Millennials are expected to surpass the Baby Boomer generation as the nation’s largest living generation.

March 19, 2015: At the beginning of March, I was lucky enough to head out to California, where the sun was shining, there was no snow in sight, and oh yeah, SMX West was taking place.

While this was my fourth SMX West and ninth SMX overall, each conference experience is a little different and as search evolves and new things arise, I always come home with a ton of great information and really interesting tactics to test.

This year, I tried to attend some different sessions (those a bit outside of my usual space of content and link building) and I wasn’t disappointed. So without further ado, here are my top takeaways from SMX West 2015:

March 17, 2015: One of the significant discussions happening in the search community, and highlighted at SMX West earlier this month, is the evolving look of the search engine results page. There is rarely a classic, “ten pack” of organic search engine results when searching Google.

Evolution of Google SERPs

This change has become even more pronounced in the past few years, with the influence of several key factors.

First, and often through the webmaster integration of structured data, Google is able to provide a more detailed search result experience. Oftentimes, searchers will find everything from ratings to site-specific cross-links to supporting e-commerce information within individual organic and paid search engine results.

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.

While I detailed several key LinkedIn profile elements that help convey trust, the objective of this post is to provide even more examples through exemplary LinkedIn user profiles found online.

Why LinkedIn Again?

As illustrated in the 2015 B2B Content Marketing report, put out by the Content Marketing Institute and MarketingProfs, 94% of B2B content marketers are using LinkedIn to distribute their content. And in Holger Schulze’s 2014 B2B Content Marketing Trends Report, LinkedIn tops the list as the most effective social media platform for delivering content.

March 9, 2015: For some companies, “outsourcing” a content marketing program carries a negative connotation. It brings up anxiety and visions of rogue freelancers writing content you can never use or blog posts that don’t fit your brand’s voice or style at all. However, when you use high quality partners who are good at what they do, your content marketing efforts can finally take off.

But think about this alternative anxiety instead: according to the 2015 B2B Content Marketing Trends report from the Content Marketing Institute and MarketingProfs, the top two challenges, by over half of respondents, was in producing engaging and producing it consistently.

2015 B2B Content Marketing Report

March 5, 2015: Social media advertising has been making leaps and bounds in the level of sophistication, targeting capabilities and opportunities being presented to marketers. While my colleague Mike Pickowicz detailed some of the innovation in social media advertising earlier this year, new opportunities continue to arise.

The latest evolution is with the advent of product ads. Both Facebook and Pinterest recently announced two new types of product ads – Dynamic Product Ads (Facebook) and Multi-Image Promoted Pins (Pinterest). With the arrival of these new types of ads, B2B marketers are also given new opportunities for promotion and awareness of e-commerce inventory in particular.

March 3, 2015: One of the key responsibilities of a search marketing agency is in staying up to date on enhancements, features, and new functionality associated with the search engine marketing space. Fortunately, Google has made this a bit easier AdWords professionals in setting up a dedicated page which highlights changes and enhancements by month, with references to help center articles and the announcements themselves.

New AdWords Features

Monitoring updates, testing new features, and regularly examining and optimizing tactics are all key components of a successful search engine marketing strategy – however, sometimes we need to go back to the basics and make sure we are utilizing the tried and true best practices.

February 26, 2015: If you are running out of ways to use your marketing budget in a manner that is worth your while, consider hosting a small conference or after work event. Utilizing events to market your company and its product or services can be not only be an extremely great opportunity to network with new clients, it can allow you to become a stronger influence on your community and industry.

In fact, according to a study released by InsideSales.com in mid-2013, event marketing was the second most effective B2B marketing tactic in generating leads and driving brand awareness.

Contact KoMarketing Associates

If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team.

John Yeung

"The team at KoMarketing does a great job providing best practices, new ideas, and management of our PPC program. They went above and beyond to meet our needs. The decision to partner with them was one of the best thing that has ever happened to us" - John Yeung, Digital Marketing Manager, Stratford University

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