Home / Internet Marketing News / Digital Marketing News: Salesforce’s New Brand Trust Study, Twitter’s Business Playbook, WhatsApp Status Ads, Updates From Facebook & LinkedIn & More

Digital Marketing News: Salesforce’s New Brand Trust Study, Twitter’s Business Playbook, WhatsApp Status Ads, Updates From Facebook & LinkedIn & More

2019 September 20 MarketingCharts Chart

2019 September 20 MarketingCharts Chart About 1 in 4 Consumers Say They’ve Made A Purchase After Hearing A Podcast Ad
Roughly a quarter of consumers have made a purchase after being exposed to a podcast ad, and about one in three say they find podcasts ads to be more engaging than other formats, according to newly-released survey results. MarketingCharts Poor Data Quality: Marketers Waste 21 Cents Of Every Dollar Spent On Media
Some 65 percent of marketers see high-quality data as the most important element for campaign success, while also estimating that roughly 21 percent of marketing spending goes towards poor quality data, two of the findings in a new report about marketing data quality. MediaPost Will WhatsApp Status Ads Be a Good Fit for Promotions?
As WhatsApp’s Status ads — the messaging firm’s “stories” format — have seen increasing use by marketers, privacy concerns remain, and eMarketer looks at WhatsApp content, and why people unsubscribe from mobile messaging. eMarketer Twitter Launches New ‘Agency Playbook’ to Help Businesses Better Understand the Platform
Twitter has released an updated edition of its agency playbook guide for businesses, including new overviews of various advertising options and the likely results for each type, the firm recently announced. Social Media Today Consumers’ Trust in Brands Has Fallen to a New Low. Surprised? Probably Not
54 percent of consumers believe that companies don’t have their best interests in mind, one of several signs of low brand trust revealed in Salesforce’s new “Trends in Consumer Trust” study, and Adweek takes a look at how marketers are working to adjust. Adweek Are B2B marketing rules different from B2C?
An examination of the nuanced similarities and differences between B2B and B2C marketing rules, and how they are converging, as The Drum digs in with Linkedin Marketing Solutions’ (client) Alex Sibois. The Drum 2019 September 20 Statistic Image Google Updates Quality Rater Guidelines: Reputation for News Sites; Video Content Updates; Quality for Information Sites
Google recently released an update to its search quality rater guidelines documents, one of the human-feedback elements the search giant uses to surface top search results, and SEM Post takes an in-depth look at the many new changes. The SEM Post Despite big spending on digital, brands still aren’t sure how to measure cross-channel campaigns
While digital advertising has seen significant spending growth, it’s remained a challenge for brands advertising in multiple channels to accurately gauge success, and new study data from Kantar looks at how marketers are working to implement better cross-channel measurement solutions. The Drum Facebook video marketers get new tools, metrics for Live, Watch Parties, Creator Studio
Facebook recently releases an array of new features that may affect how digital marketers utilize the platform, including new rehearsal video features that make practice-run testing possible, add Live API and Watch Party metrics, and bring updated Creator Studio tools, among other additions. Marketing Land LinkedIn Publishes New Checklist for Tech Marketers [Infographic]
55 percent of B2B decision-makers view thought leadership as important when it comes to vetting vendors, and some 90 percent of B2B technology buyers take their search outside buying committees, two of many insights included in a new Enlightened Technology Marketer report from LinkedIn (client). Social Media Today ON THE LIGHTER SIDE: 2019 September 20 Marketoonist Comic A lighthearted look at the state of e-commerce by Marketoonist Tom Fishburne — Marketoonist Teach your children (to tweet) well. Today’s Cartoon: September 19, 2019 — Wired TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Turn Euphoria into Action — LinkedIn (client)
  • Lee Odden — B2B Influencer Marketing Adds Up To Nurture and Ultimately Conversion — WebProNews
  • Lee Odden — Eight Colors That Will Brightly Grow Your Personal Brand — Forbes
  • Lee Odden — How Brands Can Get AMAZING Content From the Influencers they Hire: Advice from Dear Mishu’s Dad & Friends — Dear Mishu Dad
  • Lee Odden — What Customer Experience Management Means For Today’s Business Ecosystem [Video] — Adobe Experience Cloud

Have you found your own leading B2B content marketing or digital advertising stories from the past week? Thank you for joining us, and please return again next week for more top digital marketing industry 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: Salesforce’s New Brand Trust Study, Twitter’s Business Playbook, WhatsApp Status Ads, Updates From Facebook & LinkedIn & More appeared first on Online Marketing Blog – TopRank®.

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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.

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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.

via GIPHY

#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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