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Yearly Archives: 2020

New Facebook Group Tools: What Group Admins Need to Know

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 management tools for Facebook Groups admins and moderators and how they can leverage the growth of […]

The post New Facebook Group Tools: What Group Admins Need to Know appeared first on Social Media Marketing | Social Media Examiner.

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Always On: 4 ways I secure resources for social every day, with Moment’s Brian Cason

Moment positions itself as “the outfitter of photographers and filmmakers.” The company hit the scene in 2014, offering camera lenses to attach to mobile Read more...

This post Always On: 4 ways I secure resources for social every day, with Moment’s Brian Cason originally appeared on Sprout Social.

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Digital Marketing News: How B2B Buyers Pick Vendors, BuzzSumo’s New YouTube Insights, ABM Brings B2B Improvements, & How Brands Use Direct Messaging

2020 February 21 MarketingCharts Chart

2020 February 21 MarketingCharts Chart

B2B buyers consume an average of 13 content pieces before deciding on a vendor
B2B buyers say that they take in an average of 13 pieces of online content before choosing a vendor, consisting of eight vendor-made and five third-party elements, according to newly-released survey data from FocusVision, containing a number of additional insights of interest to digital marketers. Marketing Land

B2B Firms Are Failing To Integrate Sales, Marketing And Customer Success Teams: Study
Revenue growth is a top challenge for B2B brands, and some 84 percent of B2B sales and marketing professionals say that revenue responsibility rests with both sales and marketing, however 37 percent say the two functions aren't optimally aligned — some of the findings in new survey data from Leandata and Sales Hacker. MediaPost

Content Analysis App BuzzSumo Adds YouTube Insights
BuzzSumo's array of content data tools recently expanded with an addition that brings YouTube content discovery, performance data, and YouTube influencer information to the platform, with its new YouTube Analyzer feature, the firm announced. Social Media Today

The State of B2B Account-Based Marketing
Account-based marketing (ABM) has driven success for B2B marketers, and some 92 percent plan to ramp up the scale of their ABM campaigns during the coming year, some of the many findings of interest to B2B marketers in a recently-released report from the Information Technology Services Marketing Association (ITSMA) and the ABM Leadership Alliance. MarketingProfs

70% of Customers Believe In-App Chat Helps to Simplify Customer Experience, Reveals UJET Report
Offering in-app chat features helps customer experience according to 70 percent of consumers in recently-released survey data, with the majority also wanting the ability to upload images and screen-shots to help explain their needs, the survey noted. MarTech Advisor

FTC votes to review influencer marketing rules & penalties
The U.S. Federal Trade Commission will reexamine its recommendations, rules, and penalties relating to influencer marketing in its non-binding Endorsement Guides. The FTC said it will also look at how influencer marketing affects and is understood by children. TechCrunch

2020 February 21 Statistics Image

How Email Responsiveness Builds Trust [Infographic]
Despite or perhaps because of its long digital history, U.S. consumer email use still sits around 90 percent, with people aged 24-44 using it most at 93 percent, while 33 percent of Gen X and Baby Boomers expect an email response in less than one hour — some of numerous statistics of interest to marketers in newly-released infographic data. Social Media Today

California AG Publishes Updated CCPA Regs With Far More Clarity Than The First Draft
With implementation and compliance of the California Consumer Privacy Act (CCPA) still far from universal, the California attorney general's office recently released a new regulations draft document and has solicited feedback from marketers and others through February 25, 2020. AdExchanger

How brands are using Apple, Google, Facebook and texting to chat up consumers
Care is key for brands using direct messaging to connect with consumers, and AdAge looks at how Google, Apple and other large brands are skipping the need for custom apps and turning instead to direct messaging and mobile marketing. AdAge

10 LinkedIn Stats to Guide Your Social Media Marketing Strategy in 2020 [Infographic]
LinkedIn (client) has an average user session length of over six minutes, with 52 percent of buyers listing the Microsoft-owned platform as the most influential channel during the research process — some of the information contained in a recent infographic. Social Media Today

Instagram overtakes Facebook in audience of top 50 brands, study says
Instagram advertising spending overtook that of parent company Facebook when it comes to 50 top brands, according to newly-released report data, with influencer marketing also showing swift growth. Mobile Marketer

Here’s How PR Pros Are Using Social Listening
67 percent of global marketing communications professionals now see influencer marketing within their scope, while some 77 percent say the same about content marketing, and 56 percent about search engine optimization (SEO), according to newly-released marcomm survey data from Talkwalker. MarketingCharts

ON THE LIGHTER SIDE:

2020 February 21 Marketoonist Comic

A lighthearted look at the art of project management by Marketoonist Tom Fishburne — Marketoonist

Check the attic! These 8 old tech items could be worth a lot of money — USA Today

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden / TopRank Marketing — TopRank References Brian Solis as an Influencer Role Model in Its New List, 5 Key Traits of the Best B2B Influencers — Brian Solis
  • Lee Odden — 25 Experts Share Their Tips on Winning the Hearts of Your Customers in 2020 — Nimble
  • Nick Nelson — What’s Trending: Organize and Focus — LinkedIn (client)
  • Lee Odden — How to Curate Social Media Content Like a Professional — Business 2 Community
  • TopRank Marketing — 30 Leading Influencer Marketing Agencies to Work With In 2020 — Influencer Marketing Hub

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thanks for making time to join us, and we hope you'll return next week for a new selection of the most relevant B2B and digital marketing industry news. 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: How B2B Buyers Pick Vendors, BuzzSumo’s New YouTube Insights, ABM Brings B2B Improvements, & How Brands Use Direct Messaging appeared first on Online Marketing Blog - TopRank®.

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Messaging Matters: How to Attract Your Ideal Customers

Want to attract more of your ideal customers? Do you know which words and phrases resonate most with your prospects? To explore how to come up with the right messages to attract your preferred customers, I interview Jeffrey Shaw on the Social Media Marketing Podcast. Jeffrey is a brand message consultant who helps businesses attract […]

The post Messaging Matters: How to Attract Your Ideal Customers appeared first on Social Media Marketing | Social Media Examiner.

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6 steps to create an org-wide social listening strategy

Social listening is on the rise. As more businesses realize the power and advantages that come from social listening, they’re beginning to incorporate it Read more...

This post 6 steps to create an org-wide social listening strategy originally appeared on Sprout Social.

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8 Best Grammar Checkers (2020): Grammarly, Ginger, & More

Looking for the best grammar checker in 2020? If not, you should be. After all the work you put into your writing, one error — one simple, stupid error — can …

8 Best Grammar Checkers (2020): Grammarly, Ginger, & More Read More »

The post 8 Best Grammar Checkers (2020): Grammarly, Ginger, & More appeared first on Smart Blogger.

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4 Questions to Drive More Productive Marketing Meetings

Group at table conducting a meeting image.

Group at table conducting a meeting image.

Allow me to paint a picture.

SCENE

INTERIOR - OFFICE

The CAMERA pans to a worker, furiously typing on their computer. Headphones on. The keys CLACK with productivity until--

-- A LOUD CHIME rings out.

The CAMERA zooms slowly to the computer screen. A meeting alert flashes across the monitor.

-- The worker’s head hits the desk with a soft THUD.

We CUT back to the worker. Head hung in exasperation, the worker stops their typing, rises, and departs to attend their call.

END SCENE

It’s happened to all of us. Stop work. Attend meeting. Rinse and repeat.

According to a recent study from Workfront, 62% of workers believe meetings are the No. 1 thing that gets in the way of work. And following the above scenario, it’s easy to see why. Meetings can be productivity killers. They interrupt. They accomplish little. They take up time.

But they’re also necessary.

They improve collaboration. Align the team. Increase information sharing. The problem, however, is when a meeting does none of those things and interrupts your workflow.

So how do you make sure you are asking your team to attend a productive meeting? One that will help them do their job rather than hinder them? Below, I outline several questions you need to ask yourself before you send your next meeting invite.

Question #1: Do You Have a Meeting Agenda?

There’s a reason this question appears first on our list: It will quickly weed out unnecessary or ill-planned meetings.

If you answered “Yes” to this question, continue on to our next question.

But if you answered “No” — cancel the meeting. Do not pass go.

If there is no plan for the meeting, how are you going to accomplish anything? Based on my own experiences, a meeting with no plan leads to talking in circles and more questions than answers. No plan means no meeting. End of story.

Bonus Tip: To ensure your meeting is as productive as possible always document the agenda within the invite for all attendees to see. This allows attendees to prepare and contribute to the agenda in a meaningful way.

Question #2: Is Progress Dependent on Others?

Considering where you are on your current project: Do you need others to move forward? Or can you achieve progress on your own?

If you’re able to take the next step without the input of other team members, a meeting should not be held. Instead, message the team to let them know you’ve moved forward and outline next steps for them (if there are any).

If you do need other team members to complete the project’s next steps, you might need a meeting. Our next couple of questions can help you decide.

Question #3: Do You Need a Conversation or a Meeting?

According to the Oxford Dictionary, a conversation is “a talk, especially an informal one, between two or more people, in which news and ideas are exchanged.”

A meeting is “an assembly of people, especially the members of a society or committee, for discussion.”

Which one do you need?

If you’re able to receive the input you need with a simple email, message, or phone call, don’t bother interrupting the whole team with an in-person meeting.

However, if you need to discuss your plan of attack, brainstorm new ideas, or collaborate with several team members, a meeting sounds like a great idea. Just make sure you document your agenda and define clear roles for each person you need to attend.

As Neen James, author of Folding Time™ and Attention Pays™, recently told us in an interview, “As a leader, every time you ask someone to attend a meeting with you, you're stealing minutes from them. So you'd better make it worthwhile.”

[bctt tweet="“As a leader, every time you ask someone to attend a meeting with you, you're stealing minutes from them. So you'd better make it worthwhile.” @NeenJames" username="toprank"]

Question #4: Is This a Recurring Meeting?

Recurring meetings show up on everyone’s calendar. Whether it’s for status updates or results reviews, they pop up often and usually have the same agenda. Which spells bad news in terms of productivity.

A recurring meeting should only occur if you have something new to discuss.

Have a weekly meeting scheduled but no updates to give the team? Cancel it. Have a short update that can be summarized in an email? Cancel it. Need to review several updates with the whole team? Have it.

If You Need to Have This Meeting…

… You’re gonna want to follow a few rules.

From setting the agenda to meeting preparation to inviting the right people, there are a few tricks to hosting meetings that drive results. So, if you answered the questions above and concluded “Yes, I do need to have this meeting,” here are a few meeting best practices you should follow beforehand.

Want your organization’s productivity to soar? Optimize your workflow with these prioritization tips.

The post 4 Questions to Drive More Productive Marketing Meetings appeared first on Online Marketing Blog - TopRank®.

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24 Essential B2B Influencer Marketing Statistics

Business people throwing papers in the air image.

Business people throwing papers in the air image.

How important is influencer marketing to businesses in 2020?

Influencer marketing will see global brand spending of up to $15 billion by 2022 (Business Insider Intelligence), and B2B marketers who haven’t yet experienced its many benefits now have more research data than ever to make the case for starting an influencer marketing program.

Even if you’ve already developed an influencer marketing strategy, the wealth of new information coming out about its power to build trust and inspire action is growing, which is why we wanted to share 24 significant B2B influencer marketing statistics that combine to tell a compelling story that will alter your future campaigns.

Let’s jump right in with a look at some of the latest influencer marketing statistics.

Making The Statistical Case For B2B Influencer Marketing

It Makes Financial Sense

Among B2B buyers the type of influencer content with the most value is the venerable case study. 47 percent of B2B buyers found case studies to be the most valuable type of influencer content, ahead of webinars at 39 percent, third-party or analyst reports at 35 percent, and user reviews and video content, each at 32 percent, according to survey data from MarketingCharts as shown below.

MarketingCharts B2B Buyer Chart

Influencer marketing has also delivered impressive value, beginning in 2018 when analyst data showed that each dollar spent for influencer marketing yielded $5.20 return in media value.

NeoReach Chart

From that point forward influencer spending increased, as in 2019 it saw the highest growth of all online channels, reaching some $2.6 billion in the U.S. alone, and a growth rate of a whopping 70.5 percent year-over-year, according to report data from MarketingCharts.

Marketing Charts IM Chart

The same forecast predicts $3.4 billion for influencer spending in 2020 in the U.S. alone.

It Builds Trust & Credibility

[bctt tweet="“Partnering with relevant influencers to co-create content can open doors for brands trying to engage hard to reach and increasingly skeptical audiences.” @LeeOdden" username="toprank"]

The recent Edelman Trust Barometer report placed influencer trust above that from delivered from brands.

63 percent of survey respondents said that they trust influencers more than what a brand says about itself.

Edelman Trust Barometer Influencer Image

A compelling case for influencer marketing in the B2B world also comes from the aforementioned MarketingCharts B2B buyer survey, which found that 95 percent of B2B marketers say they prefer credible content from industry influencers.

Separate survey data of senior level marketers, also from MarketingCharts, revealed that 65 percent of B2B buyers said their consumption habits have changed to prefer credible content from industry influencers.

When done well, influencer marketing builds levels of trust that exceed traditional campaign methods, however consumers need to feel confidence in the influencers they follow. 82 percent of U.S. consumers believe that influencers should disclose their history of personal use of a product or service. (Influence.co)

Consumers are also wary of influencers who post too frequently. The same survey found that 74 percent of consumers say they would sever ties with influencers who post too often, a statistic savvy B2B influencer marketers take into account.

It’s Being Rapidly Adopted For Good Reason

In several 2019 surveys influencer marketing was cited as one of the top marketing trends expected to have a sizable impact in 2020, a prediction that during the first two months of the year has materialized according to initial influencer marketing spending figures that we’ll examine.

By the end of 2019 survey data forecast that influencer marketing adoption among B2B tech marketers was expected to expand by 31 percent from 2018 implementation levels, a prediction that now appears on the conservative side as influencer marketing has continued to swiftly evolve.

At our client SAP’s annual conference, a group of only 15 influencers drove 25 percent of all social media impressions, which our CEO Lee Odden explores in more detail in a recent article examining how even a small number of influencers experiencing a brand event can make a big impact, with “25 B2B Influencer Marketing Campaign & Engagement Ideas for 2020.

Another positive signal for the growth of influencer marketing is that 21 percent of marketers plan to make influencer posts the focus of their 2020 social media strategy, according to Social Media Today poll data.

Social Media Today IM Poll Image

Additionally, 88 percent of consumers have found purchasing inspiration from viewing influencer content. (Rakuten 2019 global influencer marketing survey.)

It Spans Global Boundaries & Generations

The global nature of online advertising has proven to mesh well with influencer marketing, as nearly 70 percent of consumers follow at least one influencer from a country not their own (Rakuten), which plays especially well in the hands of B2B businesses that often include multinational units.

Globally during 2019 some 59 percent of marketers said their budget for influencers has increased, while 39 percent of brands in the U.S. say they would be encouraged to invest even more in influencer marketing programs if they were better able to see the impact it has in the broader scope of the customer purchasing journey, the same survey noted.

[bctt tweet="“Influencer marketing for B2B offers impressive options to optimize marketing performance across the entire customer lifecycle.” — Lee Odden @LeeOdden" username="toprank"]

Implementation of influencer marketing has grown not only among pure B2B marketers, but also in the marcomm sector. 67 percent of global marcomm professionals now see influencer marketing within their scope, according to recent data from Talkwalker and MarketingCharts.

Influencer marketing’s power has been seen not only in its global scale, but also its multi-generational pull, as 18 percent of Gen Z consumers say they discover brands via influencers (GlobalWebIndex).

GlobalWebIndex IM Chart

When an influencer recommends a product, 51 percent of Millennials say they are more likely to try it, according to survey data from Valassis and Kantar.

Influencer Marketing & Social Platforms

When it comes to the under-10,000-follower micro-influencer niche, Instagram is the clear top social media platform of choice at 75.9 percent, according to recent survey data, which offers a look at the top social network choices among micro-influencers.

We recently published a list of “31 DIY Marketing Tools To Create Remarkable Experiences,” which includes some of the tools used most frequently by micro-influencers to create content targeting Instagram.

Instagram, YouTube, Facebook, blogs, Twitter, and LinkedIn (client) top one recent list of most popular social media platforms for influencer marketing. 89 percent of marketers said that Instagram was important for their influencer marketing strategy. (Fourstarzz Media)

Fourstarzz Media Chart

How Do I Begin An Influencer Marketing Program?

Finding the ideal influencers for your audience is a challenge most marketers consider significant, as 51 percent of marketers have reported difficulty finding the right influencers. (Visme.)

2019 July 5 Statistics Image

At TopRank Marketing we’ve specialized in influencer marketing for years now, and were named by Forrester as the only B2B marketing agency offering influencer marketing as a top capability in its “B2B Marketing Agencies, North America, Q1 2019” report.”

To help you along your influencer marketing journey, including suggestions for finding the right influencers for your particular audience, here are five articles we’ve written that dig in to the nuances of the process:

Learn More From TopRank Marketing Online & In Person

B2B Marketing Influencers

Statistics tell an important story that can help direct B2B marketers along a data-and-research-based journey. No matter how revealing statistics may be, however, they don’t tell the entire story, as the human elements are what drive real progress in successful influencer marketing programs.

[bctt tweet="“Stories are just data with a soul.” @BreneBrown" username="toprank"]

B2B marketing's use of influencer marketing to bring a human touch is the focus of a Break Free B2B video interview we held with our client LinkedIn's Marketing Manager Judy Tian.

You can learn more about how B2B marketers are benefiting from influencer marketing, whether it’s through building better customer experiences (CX) or building trust, by attending one or all of the speaking events our CEO Lee Odden has lined up in the coming months, which are listed below.

February 24-25, 2020 - B2BMX - Scottsdale, AZ
How to Optimize ABM Results with Influencer Marketing

March 19, 2020 - Convergence Summit - Minneapolis, MN
In Search of Trust: How Authentic Content Drives Customer Experience

March 24, 2020 - Pubcon - Miami, FL
B2B Influencer Marketing Workshop

April 20-22, 2020 - Content Tech - San Diego, CA
How to Optimize Content Performance with Influence

April 22-23, 2020 - Content Marketing Conference - Boston, MA
Be Best Answer for Your Customers with SEO and Influence

May 27 -28, 2020 - B2B Ignite USA - Chicago, IL
In Marketing We Trust: How to Build Influence with the C-Suite and on the Street

The post 24 Essential B2B Influencer Marketing Statistics appeared first on Online Marketing Blog - TopRank®.

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How to Increase Your LinkedIn Engagement: 4 Tips

Want a highly engaged LinkedIn following? Looking for tips to spur engagement? In this article, you’ll discover how to cultivate a following on LinkedIn. #1: Prepare Key LinkedIn Profile Components to Make a Good First Impression People see your LinkedIn headline when you share a post, comment on someone else’s post, or send an invitation […]

The post How to Increase Your LinkedIn Engagement: 4 Tips appeared first on Social Media Marketing | Social Media Examiner.

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How to create a social media style guide: 10 things to include

Social media is where brands and people alike want to see and be seen. It’s a place where you can establish a community of Read more...

This post How to create a social media style guide: 10 things to include originally appeared on Sprout Social.

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