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Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

How to Use Facebook Ads to Promote Limited-Time Offers

Do you want to promote limited-time offers this holiday season? Wondering how to create an automated Facebook ad sequence to deliver daily specials? In this article, you’ll learn how to set up a multi-day Facebook ad campaign to automatically deliver time-sensitive offers. Prepare Your Holiday Campaign Assets in Advance The holiday shopping season in the […]

The post How to Use Facebook Ads to Promote Limited-Time Offers appeared first on Social Media Marketing | Social Media Examiner.

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Facebook Lets Advertisers Control Where Ads Appear

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 Facebook’s new brand safety controls and transparency tools for advertisers, upcoming Facebook ad updates, and more with […]

The post Facebook Lets Advertisers Control Where Ads Appear appeared first on Social Media Marketing | Social Media Examiner.

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8 Facebook analytics tools to help you rise in the algorithm

Facebook is full of surprises. If you’re a marketer, you know this all too well. The Facebook algorithm is consistently throwing curveballs at businesses Read more...

This post 8 Facebook analytics tools to help you rise in the algorithm originally appeared on Sprout Social.

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Digital Marketing News: Twitter’s New Publisher Dashboard, Why We Follow Influencers, Snapchat’s Unskippable Ads, & TikTok’s Social Commerce

The post Digital Marketing News: Twitter’s New Publisher Dashboard, Why We Follow Influencers, Snapchat’s Unskippable Ads, & TikTok’s Social Commerce appeared first on Online Marketing Blog - TopRank®.

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Magical Words That Sell: How to Build Trust in Your Marketing

Do your marketing messages make you trustworthy? Are you using the right words and phrases? To explore how words can build trust with customers, I interview Marcus Sheridan on the Social Media Marketing Podcast. Marcus is a renowned keynote speaker and the author of They Ask, You Answer. He also runs a digital sales and […]

The post Magical Words That Sell: How to Build Trust in Your Marketing appeared first on Social Media Marketing | Social Media Examiner.

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How to edge out your competition with market research

Be honest: when’s the last time you conducted market research? If it’s been a while or hasn’t happened at all, we don’t blame you. Read more...

This post How to edge out your competition with market research originally appeared on Sprout Social.

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B2B Podcasting: 20 Stats that Make the Marketing Case

20 Compelling Statistics About B2B Podcasting

20 Compelling Statistics About B2B Podcasting

Good grief, Josh, why can’t you shut up about B2B podcasting? Does the world really need another think piece, blog post, or webinar about the potential? Don’t people get it already?

I hear you, theoretical reader. And yet, I persevere. 

B2B podcasting today is where content marketing was a decade ago. It’s emerging as a marketing discipline. People are starting to get sophisticated about deploying and measuring podcasts. We’re seeing new tools to make it easier to launch, promote, and monetize. And despite the thousands of hours of audio out there already, there’s no sign that the market is satiated. 

I believe that if you’re not already thinking about podcasting for your B2B brand, you should be. But if my beautiful words can’t convince you, let the data tell the story:

B2B Podcasting: 20 Stats that Make the Case

These statistics come from five different reports, all released in the last year. When you look at all five together, the picture is clear: We’re nowhere near peak podcast, and brand content is the next frontier.

Podcast Listenership Just Keeps Growing

Podcasting is a growth medium. More people are listening now than ever before. But what’s truly impressive is how many listeners are new to the medium. Even though podcasts have been around since the early 2000s, they have only reached a mass market audience in the past couple of years.

1: Nearly a quarter of all listeners started in the past 6 months. (2)

2: Globally, 36% of the sampled population has listened to a podcast in the last month. (1)

3: 51% of the U.S. population over 12 has listened to a podcast. (2)

4: 32% of the U.S. population over 12 has listened in the past month (90 million people). (2)

5: 22% of the U.S. population over 12 listen weekly (60 million). (2)

6: 62.6% of respondents said they listen to more podcasts now than they did a year ago. (3)

7: Only 3.1% said they listen less than they did a year ago. (3)

In summary: Podcasts continue to attract new listeners to their existing audience of 90 million people monthly. And, most promisingly, those who listen are far more likely to add new podcasts than cut down.

[bctt tweet="Podcasts continue to attract new listeners... And, most promisingly, those who listen are far more likely to add new podcasts than cut down. @NiteWrites #B2BPodcasting" username="toprank"]

Podcast Listeners Are Demographically Valuable

Okay, so millions of people are listening to podcasts. But are these people a worthwhile target audience for B2B marketers? 

The answer may vary depending on your most valuable audience, of course. But most B2B marketers are interested in targeting millennials. A recent survey found that at least 73% of millennials are involved in product or service decision making at work, with 33% reporting they’re the sole decision maker at their company. 

Basically, if you’re trying to influence B2B purchases, millennials matter. And podcast listeners are disproportionately affluent, social media savvy millennials:

8: 50% of listeners under 35 have listened to a podcast in the last month. (1)

9: 41% of podcast listeners make $75k a year or more, compared to 29% of the general population. (2)

10: Podcast listeners are more likely to be active on social media across channels and more likely to follow companies and brands. (4)

Podcast Listeners Are More Likely To Follow Companies and Brands on Social

Read: How to Promote Your B2B Podcast

Podcast Fans are Devoted Listeners

According to Google’s 2018 benchmarks, the average time on page for content from most industries is between two and three minutesMarketers can certainly make an impression in that amount of time. Even fifteen seconds is valuable to a savvy marketer with a good hook and strong CTA. But podcast listeners spend a great deal more time with audio content:

11: 76.8% listen to podcasts more than 7 hours a week. (3)

12: 61.2% spend more time listening to podcasts than watching TV. (3)

13: 52% of monthly listeners listen to the entirety of each episode. (2)

14: 70% of listeners say that, at least sometimes, they do nothing else while listening to podcasts. (2)

As that last statistic shows, podcast listeners aren’t the distracted, multi-tasking folks we might have imagined they are. If the material is engaging, they’re willing to devote their attention. Speaking of which...

[bctt tweet="Podcast listeners aren’t the distracted, multi-tasking folks we might have imagined they are. If the material is engaging, they’re willing to devote their attention. @NiteWrites #B2BPodcasting" username="toprank"]

Podcast Fans Want to Learn (In a Fun Way)

Back in the early days, podcasts were — in the best sense of the word — geeky. They were for highly techy types to share knowledge, teach and learn. While purely entertaining podcasts have seen plenty of success, at the root of it podcasts are an ideal medium for learning. 

People don’t just listen to podcasts for fun. The overwhelming majority want to feel smarter at the end of every episode. 

Think of all the subject matter expertise in your company. Now multiply that by the influential guests (e.g. your customers, prospects, and industry experts and peers) you’ll invite on to share their expertise.  It’s easy to see how a brand podcast can bring educational value to an audience that’s ready to learn.

15: 74% say they listen to podcasts to learn new things. (2)

16: 71% say they listen to be entertained. (2)

17: 59% say they enjoy podcasts because they make them feel smarter. (2)

74% of Podcast Listeners Listen to Learn New Things

The Business Podcast Market Is Ready for Lift-Off

There’s still a massive untapped market for helpful, informative business podcasts — exactly the type that B2B brands could develop, produce and promote. In fact, we can see that the ad revenue model for podcasting is expanding to include branded content. Right now, branded content is still a small percentage of overall podcast advertising, but it’s growing fast. 

18: There are avid fans of business podcasts in 13 million households. (4)

19: There are casual fans of business podcasts in 52 million households. (4)

20: Branded content has increased from 1.5% to 10.1% of podcast advertising since 2016. (5)

What's more, podcasts offer a range of content marketing benefits, which can inform and bolster your broader digital marketing strategy.

Don’t Be (Pod) Cast Aside

The podcast boom continues unabated — and it’s grown from a strictly amateur platform to a sophisticated content marketing medium. B2B marketers who are creating any kind of audio content should consider podcasting as a channel to earn attention, deeply engage an audience, and ultimately drive measurable business results.

Ready to produce your own podcast? Check out our webinar on the 4 P’s of Podcasting.

Sources:

  1. Reuters Institute Digital News Report 2019
  2. The Podcast Consumer 2019
  3. Podcast Trends Report 2018
  4. Nielsen Marketers Guide to Podcasting
  5. IAB Podcast Ad Revenue Study for 2019

The post B2B Podcasting: 20 Stats that Make the Marketing Case appeared first on Online Marketing Blog - TopRank®.

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Ask MarketingExperiments: How do I (quickly) write value-infused headlines?

Very few headlines will be about the primary value proposition of the overall company. You can further optimize your headlines by considering if there are derivative value propositions the headlines should address.

The post Ask MarketingExperiments: How do I (quickly) write value-infused headlines? appeared first on MarketingExperiments.

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Your 5-step Pinterest marketing strategy

While Pinterest originally was known for being the go-to site for finding recipes and home decor ideas, there is so much more to it Read more...

This post Your 5-step Pinterest marketing strategy originally appeared on Sprout Social.

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Hiding Out: How B2B Marketers Can Adapt to Hidden Like Counts

Colorfully painted hands waving goodbye to like counts.

Colorfully painted hands waving goodbye to like counts.

Doesn't anyone like me? Where have all my likes gone?

Likes on Instagram are being hidden, as the Facebook-owned firm recently began expanding a test program hiding the number of likes — or more accurately the small heart buttons we click to show support — that posts on the platform receive, showing the total number only to the person or brand who authored the post.


via GIPHY

Instagram head Adam Mosseri recently appeared on CBS This Morning and said, "We don't want Instagram to be such a competition. We want it to be a place where people spend more of their energy connecting with the people that they love and the things that they care about.”

The change brought to some U.S. users what Instagram has had in the works since 2018, when it began testing hidden likes for certain users in Australia, Brazil, Canada, Ireland, Italy, Japan and New Zealand.

The tests have brought praise from some, outrage from others, and caused some to voice concern that hiding like counts could have a negative impact on marketers, especially those involved in influencer marketing.

It’s no wonder that concern has been expressed by some marketers, as by 2022 brands are expected to spend as much as $15 billion on influencer marketing according to recent forecast data from Business Insider.

How will hiding like and other engagement counts affect customer engagement rates, and how will it change B2B influencer marketing?

Let’s look at some of the ways that B2B marketers can adjust to the new hidden Web.

Instagram Tests Hiding Like Counts — What Does it Mean?

What Does It Mean with pens and paper image.

As we mentioned, the ability to click the heart button to like an Instagram post hasn’t gone away during the test, but only a post’s author will be able to see how many likes their item has received. Exactly how this will affect the various engagement metrics brands have in place remains to be seen, however the measurement of likes now faces a sizable challenge.

Although Instagram and parent company Facebook have yet to release any results from the tests, or even any indication that they may become permanent, some firms have started to look at initial results using their own data.

One early study of 154,000 Instagram influencers from influencer marketing platform HypeAuditor looked at how like counts were affected in the non-U.S. test countries, showing that among influencers with between five and 20,000 followers there was an across-the-board decrease in the total number of likes, as shown in the image below.

HypeAuditor chart.

For influencers with between 5,000 and 20,000 Instagram followers, likes dropped between three percent and 15 percent in each of the nations, the study results showed.

Among influencers with between 100,000 and a million Instagram followers, total like counts were also shown as having fallen, with the exception of those in Japan, where like counts surprisingly rose nearly seven percent, as shown in the chart below.

HypeAuditor chart image.

Australia’s Marketing Magazine took a look at the study results specifically in that county, in “Australian Like counts drop 15% following Instagram Like hiding test.”

Top Influencer Qualities Measurable Far Beyond Likes

Hands showing thumbs up on a background of sky image.

Research firm eMarketer recently produced a chart using data from GlobalWebIndex that shows which qualities U.S. and U.K. social media users see as the most important for influencers, as shown below.

eMarketer Global Webindex Influencer Chart

Trustworthiness, the ability to provide informative content, and being entertaining or humorous ranked as the top three social media influencer qualities in the study, while the total number of likes and followers an influencer has appears all the way at the bottom of the list.

[bctt tweet="“Metrics that measure influencers by trust and the other qualities consumers value most will likely take on greater importance than those merely measuring likes and follower counts.” — Lane R. Ellis @lanerellis" username="toprank"]

In a recent informal Twitter poll we asked B2B marketers which influencer quality they consider the most important in driving them to partner with an influencer on a campaign.

TopRank Marketing Twitter Poll image.

Will hidden like counts be a major trend in 2020? We asked that question in our latest Twitter poll, where you can chime in with your own vote on top 2020 marketing trends.

We’ve written seven recent articles about the importance of trust in marketing, which you'll find below, and with like counts increasingly being hidden, now is a good time to re-focus on engagement metrics that incorporate trust.

More Shoppable Links & Demetrification

Woman pushing order online button image.

Instagram has given brands and influencers with more than 10,000 followers the ability to use its “swipe-up” feature to include an off-site link with referral or affiliate codes in Instagram Stories. Some brands and influencers have used these so-called “shoppable links” to drive purchasers directly to e-commerce platforms instead of merely seeking likes or shares.

Wired explored some of the areas centered around the issue recently in “Why My Friend Became a Grocery Store on Instagram,” and earlier this year also looked at the so-called process of “demetrication,” and the affect it could have on social media use.

Instagram isn’t the only major social platform to test changes in how like counts and other engagement metrics are derived.

Twitter chief executive Jack Dorsey has shared his concern about the potential for overemphasizing like and follower counts, and his firm even launched a test that gave less weight to likes and re-tweets on the platform.

These changes from Instagram, Twitter and other social platforms may help marketers usher in a move to new measurement and analytics strategies, particularly those with an increased focus on the importance of comments.

Challenges that like counts have had to face include both pay-for-like schemes and fake likes driven by AI-powered bots, yet even a shift to metrics that focus more on comments won’t be entirely immune to attempts at gaming the system with fake responses.

If Instagram and other social platforms permanently adopt hidden likes, influencer measurement tools and services will undoubtedly continue to look for the most reliable and accurate engagement signals that can be repeatedly measured.

Since I first went online in 1984 with my 300-baud bulletin board system, one of the fundamentals of online communications has thankfully remained — the written comment.

[bctt tweet="“With the recent drop in emphasis on like counts we’re seeing, the comment remains as one of the purest ways a person can show their support for a brand.” — Lane R. Ellis @lanerellis" username="toprank"]

If consumers know their likes will be hidden, will it increase the likelihood that they’ll instead go the extra mile and take the time to write a comment? That remains to be seen, however 2020 is likely to produce an increased focus on comments and other forms of measurable engagement that don’t involve like, follower or share tallies.

A Wealth of Social Engagement Measurement Tools

social media marketing influencers smmw16

There have never been as many companies offering tools and services to measure marketing campaign success and engagement online as there are now, yet serious obstacles to thoroughness and accuracy abound, with an Internet today filled largely with walled communities that only allow certain data to be gathered for analysis.

Even though the Internet is now 50 years old, and has brought about incredible and profound advances in many areas, there is still a long and largely unmarked path ahead before measuring engagement will ever be broadly accurate.

Hope is certainly not lost however — far from it — as many excellent tools exist that work wonders with the data they’re able to pull in.

We’re fans of influencer marketing platform Traackr, which we incorporate into our research when putting out our annual lists of the industry’s top influencers involved with B2B marketing, content marketing, women in marketing, and social media marketing.

More To Hide — Shortened Snippets & The Rise of the “[...]”

via GIPHY

More than likes and share counts are increasingly being hidden from our daily online excursions.

I recall years ago when information online suddenly began to get hidden away in another way — not from businesses cutting off access entirely to data, but from a less-is-more minimalist Web landscape and design ethos that cut off tremendous amounts of information by truncating it and added either an ellipsis, “[...]” or a click-to-expand plus sign.

This trend has continued largely unchecked for decades now, and you might be surprised if you take the time to sit back and count the sheer number of [...] occurrences you encounter online daily.

I’m not the only one who’s been frustrated with webpages, services, and apps that truncate a great deal of information in the name of saving screen space, only to force us to click-to-expand sometimes dozens of times, and rarely is the helpful “expand all” option offered these days.

I’ve often wondered — what percentage of the web is now hidden by default, and how many people ever click to see this hidden information?

Thankfully, part of good search engine optimization (SEO) has always been knowing precisely how much text is visible to both consumers and to search-engine indexing robots and crawlers, to best take advantage of everything visible online today.

A Likeless 2020 Brings New B2B Marketing Opportunities

via GIPHY

The jury is still out on whether or not 2020 will see more social platforms hiding or placing less emphasis on like, share, and follower counts, but savvy B2B marketers will be prepared to shift to other facets of measurable campaign engagement.

It’s an increasingly tricky and quickly-changing landscape for marketers, requiring expertise, dedication, and time — leading some to hire a professional B2B marketing agency like TopRank Marketing, which had the honor of being 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.”

Whether you tackle the challenges ahead in 2020 in-house, on your own, or with a top-tier agency, the year ahead is certain to bring unforeseen marketing industry changes, which we’ll cover here on our blog and in our weekly video news round-up with Joshua Nite and Tiffani Allen, set to reach a milestone 200th episode early in 2020.

In closing, here are six articles we’ve published this year that aim to help B2B marketers measure engagement:

The post Hiding Out: How B2B Marketers Can Adapt to Hidden Like Counts appeared first on Online Marketing Blog - TopRank®.

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