Do you want more video views on YouTube? Wondering how to keep people watching your videos to the end? To explore how to ensure people watch your YouTube videos, I interview Brian G. Johnson on the Social Media Marketing Podcast. Brian is a YouTube expert who helps people amplify their message with the power of […]Read More »
When running social media for your business, it’s important to be on top of all aspects of your accounts. This can even include your Read more...
This post How to search your Twitter history and why you want to originally appeared on Sprout Social.Read More »
Your writing portfolio is a critical tool in your marketing arsenal. After all, it’s the first thing a potential client will want to see. And a kick-butt writer portfolio can do most of the selling for you. As a freelance writer, you know this, but where do you start? Well, there are three things you …
The post How to Create a Writing Portfolio That’ll Wow Potential Clients appeared first on Smart Blogger.Read More »
Amisha Gandhi is the VP of Influencer Marketing & Communications for SAP Ariba & SAP Fieldglass. She is a sought-after speaker, and in this video — fresh off of a workshop presentation at MarketingProfs B2B Forum that absolutely rocked — she shares fascinating ideas about how to make an ongoing B2B influencer content marketing program not only work but drive organizational change and success. With that said, check out the full interview below.
Below are some of our favorite insights from the chat between Amisha and our president and co-founder Susan Misukanis.
Sue: I'll always get calls from B2B marketers who say they want to deploy the Kardashian model for their long-tale, B2B influencer program that is still in its infancy, and I feel like I need to redirect. What are your thoughts on that?
Amisha: I think a lot of people, when they think about influencer marketing, they think it's all celebrity, but in reality, when you're looking at it, they are brand ambassadors. We have brand ambassadors because that really helps with awareness. It gives us a sense of credibility and a voice that everybody knows. Then you can build on technology influencers or software developers, depending on what you're trying to do. You can have a whole soup-to-nuts program.
So maybe you're working with the team that's been a brand ambassadorship and then you're seeing what the message is there and how can you work with other kinds of influencers that are practitioners, executives, or even CEOs. That really speaks to your audience in a more authentic way. But you still have the brand ambassador, you have these influencers, and you may even have some analysts and programmers, bringing it all together.
Sue: Okay, so for someone who's thinking of doing a pilot a B2B pilot, maybe give us the worst-case scenario.
Amisha: Do not just start calling influencers and say, "I'm doing this campaign, do you want to be a part of it?" and be very prescriptive. If you come up with a campaign or there's a big marketing campaign coming out, have a concept and then start talking to influencers because they will help you move your program. If you have a very hard defined program, then people will either want to be in it or not. That's not a good way to make a relationship with an influencer.
You want to invite people to be in your program first and then do some brainstorming with them and see what they like, how they like to interact or what they like to do for companies. Versus being very prescriptive, be a little bit flexible. I think control — that's one of the biggest things that I hear back in people starting out. They are like, "We have this great white-paper, we have this great program, you should come in and amplify it," but people aren't looking to amplify your company content. They're looking to help you reach their audience. So you need to work with them to see what's going to be interesting for their audience.
[bctt tweet="“Invite people to be in your program first and then do some brainstorming with them and see what they like, how they like to interact or what they like to do for companies.” @AmishaGandhi" username="toprank"]
Sue: How can B2B marketers break free from boring B2B?
Amisha: We know people say, "Oh, B2B is boring." It doesn't have to be boring, but you have to know your audience and what they're looking for. Most of the time, they're really looking for straightforward information because they don't have time. But you do have some capacity to be found on platforms like LinkedIn, Twitter, and other places that serve as community watering holes or trade association sites. People are looking for content there. You can add sizzle by making a very interesting or provocative headline, have a play on words, and things like that, that you don't normally see in B2B.
One thing that I use for inspiration is Taco Bell. Many years back they had this idea of, when the space shuttle comes back in, if it hit a certain spot then everybody in the world would get a free taco. It turned out to be this amazing communications program. It just went everywhere — it was viral. I always think about what can we do to make things viral in a B2B world. Sometimes we end up with outrageous ideas we don't ever use or could never use, but it can inspire something real to happen. It informs creative and fun ways to reach people and touch people in a different way than you would normally think of in B2B. Plus, it can be a real success.
The entire interview is full of B2B-boundary-defying insights. Check out the full video above.
The post Break Free B2B Series: Amisha Gandhi on Global B2B Influencer Marketing appeared first on Online Marketing Blog - TopRank®.Read More »
The post Classic Marketing Insights to Celebrate the Internet’s 50th Birthday appeared first on Online Marketing Blog - TopRank®.Read More »
Want to generate more leads with LinkedIn? Wondering how LinkedIn video can help? In this article, you’ll learn how to create LinkedIn videos that improve your customer acquisition efforts. Why Businesses Should Consider LinkedIn for Customer Acquisition Customer acquisition is no longer what it used to be. According to HubSpot’s research, 81% of consumers trust the […]
The post How to Use LinkedIn Video to Acquire More Customers appeared first on Social Media Marketing | Social Media Examiner.Read More »
Amanda Todorovich is the Senior Director of Health Content at Cleveland Clinic. That title kind of undersells what she did over there. She turned a neglected blog into a revenue stream. That's right - something that is generating money and is getting over 7 million visitors a month. Now Amanda is a true believer, like our agency, in the power of audience-centered content.
She is living proof that investing in this kind of content pays off. Join us in learning more from Amanda. She is one of the leading lights and is at the vanguard of next-generation content marketers, and we are thrilled to speak with her. View the entire interview below.
Below are a few of our favorite snippets from the interview.
Sue: Recently on your Twitter channel, you retweeted that Cleveland Clinic has monetized its blog successfully. Can you share details?
Amanda: Sure. So we actually started monetizing the site in 2015. We started really small - experimental at that point. We were getting about 3 million visits a month. And we started with a Google pilot, like, let's just slap up some Google ads and see what we get. If we get any kind of negative reaction internally, or we see a drop in traffic, which we didn't basically, we got no reaction because people are so used to seeing ads, I think that they just accepted it.
So that was fine. But it's a lot of work. And as a nonprofit, there were a lot of rules around what we couldn't have as advertising on our site, and managing that was a lot of work and for not a very high payoff. So we knew that we could do it, we knew that it wouldn't really affect our traffic much. But, we knew that we needed to think about it a little differently, so we partnered with another publisher very well. They sell and manage all of our inventory. Since then, we've tripled our ad revenue and we definitely have evolved and expanded our monetization efforts outside of just our health center's blog into our constant PT physician blog, as well as our health library content. So it's revenue that comes directly back into our marketing division, and supports a lot of the work that we're doing now.
Sue: In terms of SEO, where's your focus in terms of your really big concepts.
Amanda: SEO has evolved a lot for us over the years and honestly, I just formally took responsibility for our overall SEO strategy this year. It used to be a whole separate thing. So we were trying to work through that and, you know, it had its challenges. Plus, it wasn't a real big focus for us. Over the years, we've shifted from where 60% to 70% of our traffic was coming from social media. Today 80 to 90% comes from organic search. Our SEO strategy today is extremely data-driven, the way that we prioritize the work and the way that we look at what we're going to focus our time and effort on is really around a couple of things - competitive analysis and content gaps that we have, as well as the difficulty for ranking. Where do we have an opportunity with existing content to potentially climb the ladder a little easier with some tweaking? Now, it's also a little bit more around assembling a comprehensive, integrated team, and not just from an editorial writing perspective, but from a multimedia perspective. What animation, illustration, and video imagery can we bring to that page to make it the best experience on the internet.
Sue: You retweeted this from one of your team members, and I love this- "Yes, content campaigns are the devil." So your integrated marketing campaign, it's focused on selling to customers?
Amanda: I think it's really important content marketing is not a campaign, it's not a project, it's not a one-off. We like to talk about our content channels and process like products, you know, you really need to invest in them. It's a long-term strategy. It's something that you really have to think about how you build a long-term committed relationship with that user - it's not a one-and-done. There's never really an end to it. It's continuous and iterative.
It's imperative that people understand that content marketing isn't a fling, it's not a blip, it's not done and move on to the next. Again, we talk a lot about optimizing existing content, reaching the right people with your content, being hyper-relevant, making it amazing. That's the focus. That's how you have to think about it. Because the start and ends and start and stops and buying for a campaign - all these different people and departments slow you way down, and your audience sees through it. People are savvy and smart. They know when something is meant to sell. You really have to be careful with that. Most kinds of marketing programs are about relationships and trust-building. And every time you take a step or stab at that, it dilutes again, your results and your ability to be successful.
Be sure to listen to the full interview above to get all of Amanda Todorovich's insights as we B2B marketers "Break Free".
The post Break Free B2B Series: Amanda Todorovich on Creating Content that Pays Off appeared first on Online Marketing Blog - TopRank®.Read More »
Are you a Facebook group admin or manager? Want to learn more about your members and how they engage with your content? In this article, you’ll discover how to find and interpret the valuable metrics in Facebook Group Insights. Why Marketers Should Use Facebook Group Insights and Metrics Facebook has modified its algorithms to make […]Read More »