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Monthly Archives: May 2018

How to Use the Facebook Budget Optimization Tool for Improved Results

Wondering how to allocate your budget to reach the most effective Facebook audiences? Facebook’s Budget Optimization tool uses an algorithm to automatically optimize your budget distribution across ad sets. In this article, you’ll discover what the Facebook Budget Optimization tool offers, how it works, and when you should use it. #1: Determine Initial Budget Allocations [...]

This post How to Use the Facebook Budget Optimization Tool for Improved Results first appeared on Social Media Examiner.

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Facebook Rolls Out New Live Video Tools

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore new Facebook Live Video tools with David Foster, new Instagram business tools with Jeff Sieh, and more [...]

This post Facebook Rolls Out New Live Video Tools first appeared on Social Media Examiner.

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Digital Marketing News: Facebook Teases Ad-Free Subscriptions, Google Tests SERP Questions, & Online Ad Spend Jumps

Digital Ad Spending Graph eMarketer

Digital Ad Spending Graph eMarketer

Facebook Weighs Ad-Free Subscription Option
Facebook is considering an ad-free paid subscription option for users, and has recently conducted market research on how such an plan would go over at the company, which brought in the vast majority of last year’s revenue of $41 billion from ad sales. Bloomberg

Instagram quietly launches payments for commerce
Instagram has been testing its own direct payment system among certain app users and partners, in a move that could increase the firm’s native payment footprint. TechCrunch

Google Tests Submitting Question Directly In Search Results
Google has recently tested question forms within search results that allow users to submit questions directly by text or voice to the Internet giant and its various publisher partners. SEO Roundtable

eMarketer Releases New Global Media Ad Spending Estimates
Digital advertising totals could surpass spending on all other media types by 2020 or 2021, according to new report data from eMarketer, rising from this year’s predicted 43.5 percent to 49.9 percent in 2020 and 52.1 percent in 2021. eMarketer

Microsoft and Amazon Show Alexa and Cortana Becoming Friends
Marketers in the Microsoft Cortana and Amazon Alexa voice-controlled personal assistant arena will soon find it easier to work with both platforms, as the firms recently demonstrated a mashup combining the two competing systems. Bloomberg

Facebook is using Instagram photos and hashtags to improve its computer vision
Facebook has utilized Instagram photos and hashtags to make a better image recognition system, which could ultimately help marketers save time and reach wider audiences through so-called weakly supervised learning. VentureBeat

eMarketer Global Ad Spend Stat

May 2018 Google Webmaster Report
Google made a multitude of changes in recent weeks, from mobile search prominence and algorithm adjustments to local search and SEO changes, and many are compiled and covered here. SEO Roundtable

For all the hype about VR, advertisers are more excited by AR (for now)
Augmented Reality (AR) and Virtual Reality (VR) at companies including Facebook and Snapchat have competed for advertising spend, with brands favoring AR recently. DigiDay

What Marketers Should Know About Personality-Based Marketing
Harvard Business Review has taken a close look at personality-based marketing and the research behind the evolving field. Harvard Business Review

Podcasts: Who’s Listening, and What It Means for Marketers (Infographic)
The number of podcast listeners and related advertising spending were both up and trending towards sizable growth, according to a variety of new study data from IAB, Rakuten Marketing, and podcast ranking firm Podtrac. eMarketer

ON THE LIGHTER SIDE:

Influencer Fatigue Marketoonist Cartoon

A lighthearted look at influencer fatigue, by Marketoonist Tom Fishburne — Marketoonist

Here Are The Most Amazing Flying Car Designs Featured At Uber’s Elevate Conference — Fast Company

Commodore 64 owners rejoice: The 1541 is BACK — The Register

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Looking to Reach Prospects? Consider Going Micro — Chief Marketer
  • Lee Odden — Lee Odden to speak at Indian Digital Marketing Awards (video) — exchange4media

We hope you'll join us again next week, when we’ll share a new batch of the latest marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Facebook Teases Ad-Free Subscriptions, Google Tests SERP Questions, & Online Ad Spend Jumps appeared first on Online Marketing Blog - TopRank®.

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How to Generate Leads and Sell With Live Video

Want to increase leads and sales? Wondering how live video can help? To explore how to sell and generate leads with live video, I interview Nicole Walters. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers, business owners, and [...]

This post How to Generate Leads and Sell With Live Video first appeared on Social Media Examiner.

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How to Add Facebook Customer Chat to Your Website

Want a better way to connect with prospects and customers? Did you know that Facebook Messenger makes it easy to embed a live customer chat widget on your site? The Messenger Customer Chat plugin allows you to have a live conversation with site visitors. In this article, you’ll learn how to add a Facebook Messenger [...]

This post How to Add Facebook Customer Chat to Your Website first appeared on Social Media Examiner.

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Announcing Call to Action Conference 2018: A Revolution for Today’s Marketing Evolution

The experience of being a marketer has changed, and so should the experience at marketing conferences. Now in its fifth year, Call to Action Conference has been revolutionized for 2018. See what's on deck, what makes it different, and exactly what you'll get out of this action-packed event.

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What the Heck is GDPR? (and How to Make Sure Your Blog Is Compliant)

Ever get that feeling that something’s just waiting to bite you on the ass? A disturbance in the force that you just can’t put your finger on? You’re sure it’s not your anniversary? Your kid’s piano recital?   Maybe it’s the cable bill. Dammit. You can’t place what it is, but something’s waving a red(...)

The post What the Heck is GDPR? (and How to Make Sure Your Blog Is Compliant) appeared first on Smart Blogger.

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The Top 8 Social Media Conferences to Book in 2018

We’ve already seen countless algorithm updates from the likes of Instagram and Facebook. Yet, as communication trends and preferences continue to evolve, so too Read more...

This post The Top 8 Social Media Conferences to Book in 2018 originally appeared on Sprout Social.

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5 Reasons Why B2B Content Marketing Works & 5 Reasons It Doesn’t

Why Content Marketing Works & Why It Doesn't

Why Content Marketing Works & Why It Doesn't

It’s no secret that content marketing is a widely adopted tactic. In fact, over 90% of B2B Marketers say they’re using it to reach their larger business goals, according to the Content Marketing Institute’s 2018 B2B Content Marketing Report. However, just 24% of B2B marketers rate their content marketing as extremely or very successful.

Why is content marketing working extremely well for some marketers, but not for others? What makes content marketing so effective, and what holds (your content marketing efforts) back?

Well, let’s talk all about it. Content is at the center of everything we do here at TopRank Marketing. And below we dive into some of the key reasons why content marketing efforts succeed or fall short. Hopefully, this insight can help you level up your own content marketing strategy in a way that amplifies your results.

5 Reasons Why Content Marketing Works

#1 - You’re solving a problem.

While this is a fundamental marketing concept, it needs mentioning. Simply put, content marketing works when you’re able to create and deliver content that solves a specific, relevant problem for your audience.

Buyers are increasingly self-directed in their research and purchasing decisions, taking their questions to search engines to find answers. That’s why it’s no surprise that many searches start with question words like how, what, where, when, and why. Your audience is looking for content that can provide them with the best answer, tutorial, guide, checklist, or another resource that can help solve their problems.

So, when your content delivers exactly what your audience is looking for and where they’re looking for it, you can gain traffic, foster engagement, and nurture them to action.

[bctt tweet="Simply put, #ContentMarketing works when you’re able to create and deliver content that solves a specific, relevant problem for your audience. - @aleuman4" username="toprank"]

#2 - You’re targeting your ideal audience.

Successful marketing is rooted in being able to deliver the right message to the right person at the right time and on the right platform. The “spray and pray” method, where you’re blasting out content and hoping that your message sticks, can’t help you do this. But when done right, content marketing allows brands to target specific buyer personas and reach their ideal audience.

When content is personalized to address buyer pain points and common questions, you can capture more qualified traffic and leads, which increases the overall value of your content marketing efforts. In our experience, successful content marketers start by defining buyer personas, identifying their relevant pain points, and mapping them to content they might find helpful based on SEO opportunities and where they are in the sales funnel (e.g. checklists, definitions, infographics, etc.).

#3 - When you leverage customer data and insights.

We live in the age of big data. Every marketer has data. Every marketer knows data holds power. And the most forward-thinking marketers are leveraging data and their practical knowledge to draw insights that can be acted upon in their marketing strategy.

With data pouring into services like Google Analytics, you can see where your audience is dropping off, how they spend their time on your site, or what content has the best conversion rate. In addition, there are many public, third-party data providers that can be paired with your own data to gain more insight. Armed with this information, you can optimize your content marketing strategy based on your analysis to generate better results.

#4 - You’re climbing the rankings.

We all know that search engines help audiences find content. But without content, a brand has little SEO value.

As a result, successful content marketers don’t rely only on their brand’s main website pages to draw in organic traffic. Brands that are baking SEO in from the start are able to create strategic content in many forms across their owned digital channels to expand their footprint, greatly increasing their chance of attracting more organic traffic to drive results.

#5 - You’re showing credibility, not telling.

How do customers know that you’re an authority in your industry? Or that you’re a credible source of information?

When done well, content marketing allows you to become the best answer for your audience, showing them over and over again that you have the goods. This builds trust between you and your audience as they start to see you as an expert on the subjects you discuss. And because trust is strong, you can more effectively influence customers on their purchasing decisions.

Creating expert content that is seen as authoritative has other benefits as well. In fact, a study from inPowered found that expert content lifted awareness by 88% more than branded content, and increased purchase consideration by 38% more.

Building trust through credible content comes in many forms. Of course, capitalizing on SEO is an important piece of the puzzle. But successful marketers understand that tactical integration of a variety of content types is key. Among some of those different credibility-boosting tactics are influencer content, employee interviews, and original research and studies.

[bctt tweet="#ContentMarketing allows you to become the best answer for your audience, showing them over and over again that you have the goods. " username="toprank"]

Read: 8 Ways to Build Credibility & Trust with Content Marketing

5 Reasons Why Content Marketing Doesn’t Work

#1 - You don’t have the resources.

Content marketing is not a “one and done” marketing tactic. Brands who start publishing and can’t stick to a schedule may find that their audience becomes disinterested, causing traffic to dip and search engines to notice the lack of publishing. 

But maintaining consistency is easier said than done for most marketers. Each piece of content can take hours to research, edit, beef up with keywords, and crosslink to other pieces of content. All of this time quickly adds up, consuming additional resources and adding on to your content marketing costs.

Whether you decide on a daily, weekly, or monthly posting cadence, the key is to stick with it.

[bctt tweet="#ContentMarketing is not a “one and done” marketing tactic. - @aleuman4" username="toprank"]

#2 - You’re putting out quantity, not quality.

Another key to content marketing success is quality. Why? Your audience and search engines demand high-quality, authoritative content. Brands that don’t dedicate enough time or effort to their content, and making sure that it truly serves a purpose, likely find their audiences don’t want to listen to what they have to say.

With your audience tuned out, search engines could also see your content as less valuable, decreasing your rankings and impressions. And then you're left asking:

via GIPHY

Read: The Content Marketing Juggling Act: How to Consistently Create Quality, Engaging Content

#3 - Your competition is growing.

Everywhere you look today, you’re confronted with content. Content lives in our social media news feeds, email inbox, text messages, and more. Brands and media outlets alike are all competing for an individual’s attention through content, creating a very saturated market that is ripe with competition. And if you’re executing content marketing, you could quickly start competing with yourself.

For example, brands who post too frequently could decrease their overall engagement with their audience. Or, they could start creating content that’s similar to things they’ve published in the past, cannibalizing from their own work. CoSchedule experienced this dip in engagement when increasing their blog posts from two to three each week. The increase in blog posts per week resulted in a decrease of 236 social shares per post, and a decrease in page views per blog post.

#4 - The impact of your content is hard to see.

With metrics that don’t directly translate to revenue, proving the value of content marketing can be difficult. CMOs want to hear about the business you’ve been able to generate, not the page views you’ve garnered or your average session duration. While those things are valuable, they don’t prove that you’ve grown the business, supported your sales team, or produced new leads.

As an example, it’s challenging to prove that just because someone read your latest eBook that they felt motivated enough to purchase your software or use your services. Because the impact of content is so difficult to measure, brands struggle with determining if their content is working or not. In fact, this is likely what contributes to only 35% of B2B marketers reporting that they measure content marketing ROI.

#5 - You're impatient.

Generally speaking, content marketing does not produce immediate, short-term results like a traditional promotion or sale would. Content marketing strategies are designed to reach your audience at multiple touch points during their journey.

Of course short-term wins are often achieved with a strategic content marketing plan, but at the end of the day, content marketing really is a long-term play. It’s about producing long-term value and strengthening your client relationships.

As a result, this means you need time to really grow their content ROI into something that’s worth raving about and produces a positive return. So, if you aren’t in it for the long-haul, success will elude you.

[bctt tweet="If you aren’t in it for the long-haul, #ContentMarketing success will elude you. - @aleuman4" username="toprank"]

A Tailor-Made Content Strategy

From SEO value to thought leadership, there are a lot of reasons why B2B content marketing works for brands. But there are plenty of reasons it fails. Content is hard to tie into your pipeline and there are a lot of competitors vying for your audience’s attention.

But if you can create a content marketing strategy that overcomes those challenges and takes advantage of those benefits, you could see amazing results from your campaigns.

Not sure how you should start altering your strategy? Try starting by using these six questions you should use to guide your content marketing strategy.

The post 5 Reasons Why B2B Content Marketing Works & 5 Reasons It Doesn’t appeared first on Online Marketing Blog - TopRank®.

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LinkedIn Layout Changes and Feature Updates: What Marketers Need to Know

When was the last time you updated your LinkedIn profile? Are you taking advantage of all of the LinkedIn features available to you? In this article, you’ll discover the latest changes to LinkedIn and ways you can use each one to enhance your marketing and networking. #1: Profile Photo Placement Reveals More Usable Background Image [...]

This post LinkedIn Layout Changes and Feature Updates: What Marketers Need to Know first appeared on Social Media Examiner.

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