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Monthly Archives: October 2019

Breaking Down Barriers for Healthy B2B Marketing with Lee Odden #MPB2B

The post Breaking Down Barriers for Healthy B2B Marketing with Lee Odden #MPB2B appeared first on Online Marketing Blog - TopRank®.

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A Primer on Combining Account-Based Marketing and Social Selling, from LinkedIn’s Ty Heath #MPB2B

The post A Primer on Combining Account-Based Marketing and Social Selling, from LinkedIn’s Ty Heath #MPB2B appeared first on Online Marketing Blog - TopRank®.

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10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.


#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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How to Retarget Ads to Engaged Instagram and Facebook Fans

Want more sales from your Facebook and Instagram marketing? Have you considered retargeting people who already engage with you? In this article, you’ll learn how to create a Facebook and Instagram ad campaign to target people who have engaged with your Facebook and Instagram content. Why Engagement Remarketing Ad Campaigns Work Before diving into how […]

The post How to Retarget Ads to Engaged Instagram and Facebook Fans appeared first on Social Media Marketing | Social Media Examiner.

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Instagram Stories Launches New Creative Features

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 the new Create mode for Instagram Stories Camera, the new Instagram app Threads, and more with special […]

The post Instagram Stories Launches New Creative Features appeared first on Social Media Marketing | Social Media Examiner.

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Pricing Strategy: Leveraging customer psychology to maximize average customer value

Flint McGlaughlin shares two key factors in pricing strategy — timing and intensity.

The post Pricing Strategy: Leveraging customer psychology to maximize average customer value appeared first on MarketingExperiments.

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Social Spotlight: A lesson in social storytelling from The New York Times

Welcome to the Social Spotlight, where we dive deep into what we love about a brand’s approach to a specific social campaign. From strategy Read more...

This post Social Spotlight: A lesson in social storytelling from The New York Times originally appeared on Sprout Social.

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Digital Marketing News: More Facebook Stories Updates, CCPA Shakes Up the Ad Industry, GDPR Compliance in the U.S. & More

Image Credit: Marketing Land

Facebook Unveils New CTA for Brand Stories
Facebook has been hot on the Stories train and shows no signs of stopping with their latest update. With their recent update to Stories, users can now send messages to brands and businesses directly from Stories ads. This change allows brands to drive more engagement with their target audience with an easier, softer CTA on the platform. Marketing Land

87% of Consumers Would Opt Out of Ad Targeting Thanks to the CCPA
The California Consumer Privacy Act (CCPA) is set to give consumers more control over their personal data starting Jan. 2020. To measure the potential impact the CCPA may have on the media and advertising industries, several studies are being conducted. The most recent studies from BritePool and Annenberg Research show that 87% of consumers would opt out of ad targeting when given the option through the CCPA, making it even harder for organizations to reach their target audience. Adweek

Quora Adds More Ad Targeting Options
Search engines are nothing without advertisers. To continue to build out their suite of digital advertising products, Quora has added not one, not two, but three new ad targeting options. Those options include keyword history targeting, gender targeting, and browser targeting. These new targeting options will no doubt help brands target important segments of Quora’s 300 million monthly users. Search Engine Land

61% of CMOs Expect a Budget Increase
According to a recent report from Gartner, 61% of CMOs expect a budget increase in 2020, even though many industries are facing uncertainty. Whether they’re experiencing slowed growth, shrinking markets, or another challenge, marketing executives remain optimistic. And according to Gartner’s report, they plan on securing a larger budget thanks to the need to master emerging marketing technologies. Marketing Dive

B2B Marketing Fitness: 16 B2B Experts Share Top Tips for Optimized Performance #MPB2B
As the MarketingProfs B2B Forum 2019 draws closer 16 B2B marketing experts weighed in with their top tips for optimizing marketing performance. From smart goal setting to mastering best practices, among the B2B marketers sharing insights are Ann Handley, Robert Rose, Allen Gannet, Christoper Penn, Lee Odden, and Ashley Zeckman. TopRank Marketing & MarketingProfs

B2B Marketing Experts

Only 8% of Boomers Trust Social Ads Compared to 36% of Millennials
Social ad spend has been on the rise. However, not every audience appears to be enamored with the ad type. A recent Oracle poll, as reported by eMarketer, shows only 8% of boomers trust social advertising. If you’re target audience is a member of the Boomer generation, you may find it harder to engage with them via social ads. eMarketer

Diversity in Ads Equals More Revenue
A study by Heat proved a correlation between diversity in advertising and greater revenue and brand perception. In fact, Heat’s analysis found that brands with the highest diversity scores showed an 83% higher consumer preference and an average stock gain of 44%. However, diversity is still rare in advertising. For example, one in four people live with a disability, but Heat found only 1% of ads represent them. Marketing Dive

YouTube Adds Comment Filters
YouTube has an exciting new update this week for brands who manage YouTube channels. Starting this week, managers of YouTube channels are able to filter comments on their videos by five categories within YouTube Studio:

  • Response Status
  • Contains Question
  • Subscriber Count
  • Subscriber Status
  • Member Status

This new feature is intended to help brands more easily find and respond to priority comments from their followers. Social Media Today

35% of U.S. Companies Are GDPR Compliant
Companies of all types are behind when it comes to GDPR compliance. In fact, only 28% of European firms have managed to comply with the regulation, according to a report from the Capgemini Research Institute. The report also showed that U.S. companies are the closest with 35% of companies complying. Of those that said they’ve complied with GDPR, they’ve reported improved customer trust, brand image, and employee morale.  MediaPost

Google Ads Enables Reporting Across Accounts
Do you manage more than one Google Ads account? Then Google has good news for you. New this week is an update to Google’s Report Editor which allows users to create cross-account analysis for Manager Accounts. With this update, you’ll no longer need to export a report from each account to see your global performance. Search Engine Land

36% of B2B Marketers Plan to Adopt Personalized Web Content in the Next 12 Months
Personalization is top of mind for many B2B marketers, according to a survey from Episerver. When asked which new web features or functionalities they were most likely to adopt in the next 12 months, 36% of B2B marketers chose personalized web content. This ended up being the top answer, followed by an improved mobile experience. Episerver


The world’s greatest digital marketing cartoonist, Tom Fishburne, details how most brainstorming sessions go. Marketoonist

Learn how to “Travel Like a Canadian” with Sandra Oh and Air Canada. The Drum


Date Colonel Sanders. Yes, you heard us right. Play the KFC Dating Simulator! Vox



From a new CTA to work with on Facebook Stories to declining trust in ads to bigger marketing budgets, there were a lot of newsworthy topics to cover in digital marketing this week. 

Thanks for joining us and we hope you’ll come back again next week for more of the most relevant digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for daily news stories and updates. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: More Facebook Stories Updates, CCPA Shakes Up the Ad Industry, GDPR Compliance in the U.S. & More appeared first on Online Marketing Blog - TopRank®.

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How to Customize Facebook Ads Based on Customer Awareness Principles

Looking for a proven strategy to create Facebook ads? Wondering how to deliver different Facebook ads based on peoples’ familiarity with your business? To explore how to customize Facebook ads based on consumer awareness of your brand, I interview Ralph Burns on the Social Media Marketing Podcast. Ralph is the founder of Tier 11, an […]

The post How to Customize Facebook Ads Based on Customer Awareness Principles appeared first on Social Media Marketing | Social Media Examiner.

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How to write a social media case study (with template)

You’ve got a good number of social media clients under your belt and you feel fairly confident in your own service or product content Read more...

This post How to write a social media case study (with template) originally appeared on Sprout Social.

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