B2B Online Marketing Blog

June 23, 2016: From an online marketing perspective, influencer marketing helps expand reach, increase brand awareness, improve SEO, gain credibility and much more. But, identifying influencers is something that many B2B marketers find challenging, especially when dealing with an unfamiliar industry.

Reasoning for this is that influencer identification (if not done using these awesome tools I’m about to introduce) can be extremely time consuming. While influencer marketing can be a difficult task that takes time and expertise, it has proven to be a successful B2B tactic that many companies continue to expand budgets around in 2016.

June 21, 2016: One of the most exciting (and, let’s be honest, terrifying) things aboutpow working at an SEO agency is working on clients in completely different industries.  It’s not enough to be an expert in one client industry or target market – you have to be an expert in all of them.

But that’s also the beauty of it.  By developing a deep understanding of so many different industries, you’re putting yourself in a position to become a more versatile marketer overall.  Pick your preferred idiom – jack-of-all-trades, wearing many hats, etc. – the idea is that you should be well-versed in as many different industries as represent your clients.

But the obvious question is: How do you become proficient enough in your clients’ industries to be able to develop quality content marketing on their behalf?

Let’s take a deep dive into client industry immersion and walk through a few examples of how you can use it to better your content marketing strategy (i.e., give your content that extra oomph):

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. I 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?” Since she wasn’t completely wrong, and it was a battle I didn’t feel like fighting with half a mouth full of cheeseburger, I nodded, smiled, and said “that can be a small part of it.” Thankfully, that was enough of an explanation for the time and place, and the conversation moved along to the next topic pretty quickly.

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.

This is why it’s important to make sure all employees know the basics of a good LinkedIn profile.

Let’s take a look at some key points to consider:

June 9, 2016: I recently spoke with author and senior content marketing manager Liz Bedor about her views on the discipline of content marketing. Liz is a frequent speakeLiz Bedorr on the topic of content marketing ROI, and in 2015 published a book with co-author Michael Brenner about how to measure content marketing success in business terms.

Titled “The Content Formula: Calculate the ROI of Content Marketing and Never Waste Money Again,” Liz and Michael teach marketers how to justify budget spend and make sense of all the moving parts.

June 7, 2016: digital marketing, martech, technologyThe “2016 Digital Technology Survey” from Real Story Group recently discovered that, although 59 percent of enterprises have digital marketing strategies in place, not all of them are utilizing the proper resources for execution. Approximately 47 percent of digital marketers say that they do not have the right tools for the job.

For more insight into the findings of the report, we spoke to Kashyap Kompella, the research director at Real Story Group.

June 2, 2016: A few weeks ago, we covered the “2016 State of B2B Digital Marketing” report from Ascend2 and Marketo. Even though the most significant barrier to B2B digital marketing success relates to inadequate marketing budget, 84 percent of B2B marketers still believe their strategies are successful.

The top three tactics that contributed to this success? Email, the website, and SEO. Social media came in at a distant 4th, with only 33% of respondents indicating social media to be effective.

“2016 State of B2B Digital Marketing” survey from Ascend2 and Marketo

However as we covered just this week, B2B marketers are increasingly turning to social media channels as a critical tool for distributing content, according to recent survey results released by Regalix.

June 1, 2016: Baidu LogoOn May 24, Chinese search engine Baidu made significant changes to the configuration of its paid advertising, including limiting the amount of ads that appear on the search engine results page. These changes will have lasting implications for B2B marketers.

The move was not unexpected. Following the death of a 21-year-old college student in April, Baidu’s paid ad policies came under scrutiny by the public, as well as the Chinese government. The student died after trying an experimental cancer therapy from an ad that showed up on Baidu. As a result, the company was criticized for unethical search ranking and ad placements and a public debate ensued over the ethical responsibilities of the search engine giant.

May 31, 2016: Last week, during Google’s Performance Summit, the company announced a series of exciting changes to their online services. The focus of the Summit was how mobile is shaping user behavior on Google around the world. With mobile on the mind, Google laid out how they plan on evolving in order to make the lives of both users and advertisers easier.

From AdWords to Analytics to Google Maps, Google plans on making big changes to some of their key platforms.

Here’s a look at the changes coming specifically to Google AdWords:

May 26, 2016: As a Millennial, or digital native as some will put it, I grew up immersed in social media.

At the age of 14, I was able to write a complete set of HTML code for how I wanted my Myspace profile to look, had more than 650 friends, with an intricate selection process for my top 8, and changed my screen name based on my mood on a weekly basis.

Today, pretty much everyone uses social media – not just Millennials. As of last July, Pew Research Center found that 76% of online adults use social networking sites. From Facebook to LinkedIn, every generation is socially active.

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