Archiv für den Monat: August 2020

Baukompetenz transformiert

Mehr Bilder…

Das Trapp Logo kennt jeder. Seit fast 150 Jahren steht es in der internationalen Hoch- und Tiefbaubranche für anspruchsvolle Bauprojekte des Konzerns. Jetzt schlagen zwei Trapp Erfolgsunternehmen mit aufgefrischten Traditionslogos und innovativem Design neue Kapitel der Konzerngeschichte auf. Schwarz+Matt hat die ganzheitliche Digitalisierung beratend vorbereitet und umgesetzt. Die Leistungen werden durch das Bundesministerium für Wirtschaft und Energie (BMWi) im Programm go-digital gefördert.

Um die weltweit bekannte Marke Trapp fit für digitales Marketing zu machen, wird sie in ein zeitgemäßes, modernes Design überführt. Konkret begann Schwarz+Matt mit dem Corporate Design-Relaunch und den Website-Entwicklungen für Trapp Real Estate und Trapp Construction International.

Bei der Logo-Anpassung werden aktuelle Tätigkeitsfelder akzentuiert, historische zurückgenommen. Ein vitaler Rotton wirkt dynamischer. Er harmoniert perfekt mit klassisch elegantem Schwarz und kontrastierendem Grau. Daraus entwickelt Schwarz+Matt Anwendungen für den analogen (Briefbogen, Visitenkarten, Beschilderungen) und digitalen (Website, Präsentationen, App-Icon) Einsatz.

Die Website führt den User Schritt für Schritt durch die internationale Welt des Bauunternehmens. Sie positioniert das Unternehmen als Investitions- und Serviceentwickler für nachhaltige Bauprojekte. Geprägt wird es von den tragenden Persönlichkeiten des Unternehmens, Dipl.-Ing. Fritz-Martin Waldendorf und Dipl.-Kfm. Max Trapp. Zentraler Punkt der Website sind beeindruckende Referenzprojekte. Der Nutzer wählt sie nach Anwendungsfeldern in einer schnellen Übersicht oder findet spannende Details.

Das Screendesign lässt interessante Vorder-/Hintergrund-Beziehungen entstehen. Für die einheitliche Bildsprache, insbesondere Projektfotografien, entwirft Schwarz+Matt aufhellende Filter mit hohem Weißanteil. Das gibt den Aufnahmen einen frischen modernen Look. Spannung in den Fotos erzielen außergewöhnliche Perspektiven, Drohnen-/Detailaufnahmen und aufwendigen Gebäude-Renderings.

Auf der Basis dieser Ideen und des neuen Designs entsteht dann die englischsprachige Website der Schwesterfirma Trapp Construction International, bei der die Unternehmensgeschichte stärker in der Vordergrund rückt.

So aufgestellt, entstehen aus einem weltweit tätigem, traditionellen Baukonzern zwei digital ausgerüstete Flaggschiffe, die neue Märkte erfolgreich erobern können.

Agentur
Schwarz+Matt

Source:: designmadeingermany.de

5 Case Studies on How to Optimize B2B Influencer Engagement on LinkedIn

LinkedIn Influencer Engagement

LinkedIn Influencer Engagement

With over 700 million community members in 200+ countries and territories, LinkedIn is without question the place for businesses to do business. With 91% of marketing executives using LinkedIn as a content source (SocialPilot) it’s easy to understand why 94% of B2B marketers using LinkedIn to distribute content (CMI). In fact, there’s been a 50% year over year increase in content shared on the LinkedIn platform (LinkedIn).

With many social network options, LinkedIn has proven to be an effective choice for B2B marketers. A study from HubSpot showed that traffic from LinkedIn generates the highest visitor to lead conversion rate, 277% higher than Facebook and Twitter.

While there are robust opportunities to connect with potential customers on LinkedIn, the platform is busier than ever, making it hard to stand out. There are also challenges in terms of reduced organic visibility and the trend towards distrust of sales outreach and what brands publish directly. With so much information, many buyers are suffering what I call Content Attention Deficit.

One of the most promising growth areas within the B2B marketing mix is working with influencers. In our research we found that 77% of marketers say their prospective customers rely on advice from industry experts. and 96% of marketers that engage influencers consider their program to be successful.

Trusted experts that have the attention of customers can help B2B brands attract and engage potential customers in more meaningful ways. But what are the best ways to engage with B2B influencers on LinkedIn? How are B2B brands successfully working with influencers to achieve marketing goals using the LinkedIn platform?

To help B2B marketers think about how they can better engage with influencers on LinkedIn, here are several examples of how TopRank Marketing and a few clients are doing just that:

1. Give the Gift of Recognition to Influencers

Give Gift Recognition Influencers
For small B2B brands and those of any size that do not have relationships with influencers, a good starting point to warm up the influencer community is to recognize them. When you come to a party bearing gifts, it makes an impression and with influencers, it’s no different except instead of a bottle of spirits, you’re giving the gift of recognition.

For our 2020 State of B2B Influencer Marketing Research Report, we followed our own best practices and identified 20 top B2B influencer marketing professionals working for B2B brands and published a list in the report and as a blog post. Sharing that list on LinkedIn while tagging each person along with a small infographic featuring the group provided relevant and credible recognition. The result was tens of thousands of views on LinkedIn, hundreds of reactions and over 50 comments. More importantly, the post helped generate goodwill among those mentioned, inspiring new connections, conversations and engagement opportunities.

2. Grow Credible Awareness of a Brand Solution

Build Credible Awareness with Influencers

Mitel wanted to create awareness, credibility and consideration of their Remote Working Solutions and what better way to do that than by engaging remote work experts in conversations around topics that highlight the issues and solutions so many companies are considering in today’s new normal. A variety of remote work influencers and content formats were used to accomplish program awareness including a livestream video broadcast on LinkedIn. To showcase the topic of remote work with credibility, several paid influencers were engaged to share their expertise along with a Mitel executive on a LinkedIn Live. With an audience of professionals, Linkedin was the perfect place to highlight remote work conversation and in a format that is increasingly important for B2B engagement – live video.

While there were multiple influencers and content formats involved with this program, the LivesStream on LinkedIn had the highest engagement of all, helping Mitel achieve meaningful their awareness, credibility and consideration goals.

3. Increase Brand Engagement with Authentic Stories

Stories Influencer EngagementWhile LinkedIn is the most relevant platform for reaching business decision makers, reaching and connecting with both marketers and sales professionals has become increasingly difficult due to information overload. LinkedIn also faced this challenge, even on their own platform.

In order to reach business decision makers in a meaningful way, LinkedIn Marketing and Sales Solutions set out to create a social influencer content campaign characterized by:

  • Increasing engagement and help humanize LinkedIn as a brand by partnering with well respected industry experts to share real-life struggles, stories and obstacles with a focused audience.
  • Driving new audiences to targeted Showcase Pages via the influencer’s audiences (that were not already following or engaging with the LinkedIn brand).
  • Continuing to nurture and grow relationships with sales and marketing influencers as part of an ongoing influencer program.
  • Engaging the audience in-channel on the LinkedIn platform (versus sending to alternate content elsewhere).

Since much of B2B marketing is more mechanical than meaningful, LinkedIn decided to forego marketing and sales tips content and emphasize stories from respected influencers about experiences they’ve had in their careers. Influencers were asked to share:

  • A defining moment in your career and how it shaped you as a marketer or sales professional.
  • One thing NOT on your LinkedIn profile that people should about you?
  • One rising star in your field that you’d like to recognize? What makes them amazing?

By making the shift to a combination of professional and personal content, we were able to better engage the audience around their own professional opportunities and provide them a platform to engage directly with people that they respect.

With the goal to drive authentic engagement, on platform, between LinkedIn and their customers, the reach from influencers‘ brand mentions exceeded 54 million and there was a 1,000% increase in post engagements over the previous 12 months. This tactic was also part of an ongoing influencer marketing program that won the ANA B2 Marketing Award.

While it would be expected that LinkedIn working with a top B2B influencer marketing agency like TopRank Marketing and a premium group of influencers would achieve results like these, the overall story about the opportunity with B2B influencer marketing is a bit different. The State of B2B Influencer Marketing Research Report found that while 12X more marketers who run ongoing influencer engagement efforts are very successful compared to those who run periodic campaigns, only 19% of B2B marketers are running ongoing influencer programs.

4. Improve Reach of a Brand Webinar

LinkedIn Carousel Promotion
Prophix software was looking for more more interesting ways to get the attention of LinkedIn followers of the brand to help promote an upcoming brand webinar about the 2020 CFO Benchmark Report. Since the amount of content being published on LinkedIn has risen 50% year over year, the competition for organic attention has too. Fortunately, LinkedIn offers an opportunity for members or brands to upload vertical PDF files to create a carousel of messages that can tell a story or communicate a series of connected messages very different than what the normal feed can.

For the webinar in question, a key financial industry influencer, Jack McCullough of the CFO Leadership Council was engaged to collaborate on the report highlighted in the webinar and was also featured in the carousel promotion. The same 3rd party credibility effect that helped the report and webinar also provided validation to the LinkedIn post which had over 1,500 organic impressions and referred nearly 200 visitors to the registration page.

5. Connect Brand Executive with Influencers

Brand Executives and Influencers
Research has show that B2B buyers favorably view brands with senior executives that engage on social media. In an effort to connect with customers while also creating relationships with respected industry influencers, the CEO of HRS engages in content creation and sharing on social networks like LinkedIn. In this example, Tobias Ragge posted an article on his LinkedIn profile page featuring a group of travel and tech industry influencers to provide them with recognition in the context of topics important to the HRS brand and customers.

By featuring relevant industry influencers in content from the CEO of the company, HRS was able to inspire meaningful engagement and goodwill with these respected voices as well as to build influence for the CEO as well.

Before you get started with B2B influencer engagement on LinkedIn, it’s essential that you have a documented influencer marketing strategy. For the most successful B2B influencer marketers, our research found that having a documented strategy (68%) is one of the key differentiators over less successful marketers (25%) so it’s a very important step. Here are some basic questions to get you thinking about developing your own B2B influencer marketing plan:

  • Topic – What topic do you want to be influential about?
  • Influencers – Identify, and qualify relevant influencers
  • Collect – Activate influencers for a project or program
  • Co-Create – Collaborate on content: text, audio, video, interactive, live
  • Publish – Will content live on LinkedIn, off or both?
  • Promote – Promote via brand LinkedIn page, influencers, ads
  • Optimize – Monitor tracking URLs, LinkedIn engagement, adjust

Of course if you are looking for assistance in understanding what role influencer marketing can play in your B2B marketing mix, be sure to reach out.

The post 5 Case Studies on How to Optimize B2B Influencer Engagement on LinkedIn appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Rechteck Display

Mehr Bilder…

Rechteck ist eine Schriftart mit einfacher Geometrie. Es ist dick und eckig. Rechteck ist Open Source und kann kostenlos heruntergeladen werden. Rechteck ist ein Designprojekt von Ocio, einem Designstudio aus Berlin.

Sie haben das Recht, Rechteck in jeder gewünschten Weise für persönliche oder kommerzielle Projekte zu verwenden und zu verändern. Rechteck kann für ein Plakat, ein Logo, eine Zeitschrift, eine Website, ein T-Shirt, eine Beschilderung, ein Video, eine Kunst usw. verwendet werden. Sie können Rechteck und seine Modifikationen auch kostenlos weiterverbreiten.

Rechteck ist Open Source und kann kostenfrei heruntergeladen werden.

Agentur
Ocio

Source:: designmadeingermany.de

App store optimization success: Top five KPIs you must measure

30-second summary:

  • Mobile applications have become essential for human life, It has managed to reach every corner of the world, it is used for all kinds of things.
  • There are more than two million mobile apps available in app stores but all of them are not equally successful.
  • App Store Optimization (ASO) is one of the techniques that app owners and developers used to optimize their mobile for keywords.
  • After that, you need to measure campaign success by monitoring some of the KPI.
  • Today we will discuss what KPI you should keep monitor to measure the success of your app optimization campaign.

Across two major app marketplaces, there are already more than two million mobile apps and still counting. Mobile apps have made inroads across all nooks and corners of our daily lives and enterprise operations. But despite all these, not all mobile apps are equally successful, and there is a multitude of apps that struggle to survive as businesses. Perhaps, App Store Optimization (ASO) is something that app creators must consider.

Naturally, app publishers and marketers worldwide consider it extremely important to monitor several metrics concerning user engagement, user retention, and business conversion. Here we will explain the five leading metrics that you need to track for measuring the success of your app in app stores.

1. Discoverability in App Stores

The most important thing for any app to get traction in app marketplaces is to become easily discoverable and visible to the target audience. Whether coming into search results or getting featured or hitting top charts, in one way or the other, your app needs to be discoverable and visible to the audience. This is also the principal objective of App Store Optimization (ASO).

Some metrics to keep track of discoverability of the app include the following.

Keywords ranking

Where in the search result, your app appears against a target keyword refers to your search ranking.

Top charts ranking

The ranking of your app in various top charts by categories or by parameters such as Free, Premium, and others.

Category ranking

Where your app in the respective category ranks refers to the category ranking.

Featured

Whether the app is listed among the top apps featured by the App Store or Play Store.

All these metrics that can easily be tracked can reveal your app’s discoverability in the app marketplaces.

2. Active users

This is one of the most important metrics to measure the traction and engagement of a mobile app. The number of active users for a mobile app directly shows the audience engagement and how it evolves. When this metric shows growth, that means the app is getting more traction. The active user metrics can further be categorized into four metrics as per audience engagement in different time spans.

Daily Active Users (DAU)

This metric refers to the number of users using the app on a particular day.

Average Daily Active Users (ADAU)

The number of users using the app in a single month is divided by the number of days in a month.

Weekly Active Users (WAU)

The number of users using the app in a single week.

Monthly Active Users (MAU)

The number of users using the app in a particular month.

3. Lifetime Value (LTV)

Whether calculated on a monthly, daily, or weekly basis, the number of users hardly gives an idea of the business conversion or the kind of revenue they generate for the app. The Lifetime Value or LTV is the metric that helps measure the gross revenue generated by a user over a period of time. This metric is more closely related to the bottom line of an app and hence is very important.

Though you can easily track user session time on a weekly, daily, or monthly basis and track their CTR and impressions, measuring the business conversion remains difficult. This is where this metric comes as handy as it allows evaluating the total sum outcome of the entire app marketing efforts.

4. User acquisition cost

Another important metric closely related to the bottom line and revenue is the user acquisition cost. Your total marketing budget spent on user acquisition can be divided by the total number of users to get an idea of the cost of acquisition. The metric further can be divided on a monthly and yearly basis and can be seen whether the cost of acquisition is growing or decreasing.

5. Conversion rate

Your app is easily visible and discoverable as per the various visibility metrics we have discussed. Now the question is, does this visibility convert into app downloads. After discovering your app downloads the app, how many of the visitors is a crucial metric to measure the success of your App Store Optimization and app marketing?

Some of the key methods to boost App Store Optimization and conversion include using great app title, engaging app description powered by screenshots, images and video content, app reviews, and app ratings.

App market conversion can be tracked through the important measurement metric called Click-through rate (CTR). The proportion of people who, after landing on your app marketplace snippet clicks to go into the product page, is expressed in percentage, and it is called the conversion rate. It is an unmistakable part of the conversion funnel that app marketers need to monitor on a regular basis.

To improve the conversion rate, fortunately, you have an array of sophisticated A/B testing tools that helps you to evaluate the impact of various aspects of your app listing and accordingly fees helpful suggestions to improve conversion rate.

Conclusion

While these metrics are already well known and are regularly tracked by the app marketers around the world, you need to make sure to use a good analytics engine to track your audience engagement and business conversion more accurately.

Juned Ghanchi is Co-founder of IndianAppDevelopers, a mobile app development company builds iOS and Android mobile apps for startups to big brands. Juned has over a decade of experience across Software consulting, App solutions, and App development.

The post App store optimization success: Top five KPIs you must measure appeared first on Search Engine Watch.

Source:: searchenginewatch.com

B2B Marketing News: B2B CMOs Plan 2021 Spending Rise, Influencer Marketing’s Pandemic Strength, & YouTube’s Top-Performing Ads

2020 August 28 Pubmatic Chart

2020 August 28 Pubmatic ChartThe Majority of B2B CMOs Expect to Increase Their Spending on A Variety of Digital Channels Next Year
Nearly 69 percent of B2B marketing CMOs will increase digital advertising spending in 2021, including email and mobile marketing, paid search, website ads, organic SEO, and social media marketing, according to recently-released survey data from Gartner of interest to digital marketers. MarketingCharts

US B2B Digital Advertising Thrives amid the Coronavirus as Traditional B2B Spend Plummets
B2B firms will spend over $8 billion on digital advertising in 2020, a 22.6 percent increase from 2019’s total, according to newly-released forecast data, also showing that 43 percent of U.S. B2B marketers said they plan to reallocate live event spending to content creation. eMarketer

Engagement with sponsored influencer posts doubled during lockdowns
Between March and July 2020 sponsored influencer posts saw a five-fold increase in interactions, reaching 57 million in July, according to recently-released report data from Shareablee. Business of Apps

Enterprise CMO Survey: COVID-19’s Impact on Budgets and Tactics
61 percent of enterprise CMOs said they created special customer communication during the pandemic, topping the list of actions taken by large global firms, with 47 percent noting that they deployed customer sentiment tools, while 42 percent developed scenarios for planning purposes, according to recently-released survey data. MarketingProfs

Facebook launches a Shop tab in its app, just like Instagram
Facebook has rolled out a global test of its shopping feature — Facebook Shop — occupying its own new tab in the platform’s app, in a move aligning in-app purchasing features with those already present in its Instagram offering, the social media giant recently announced. The Verge

In-App Bidding Gathers Steam, But Adoption Looks Nothing Like Header Bidding On The Web
More digital advertisers who utilize mobile app ad buys are embracing real-time bidding programmatic-like auctions, according to MoPub, in a shift that could affect how marketers allocate spending. Ad Exchanger

2020 August 28 Statistics ImageEmail Falls Behind WhatsApp As Customer Request Channel: Study
Small to medium size global businesses have seen rising use of digital communication channels during the pandemic, with use of WhatsApp rising some 76 percent, SMS text by 56 percent, and traditional email 10 percent, according to recently-released survey data of interest to online marketers. MediaPost

Which YouTube TrueView for Action Direct-Response Ads Are Tops So Far in 2020?
Google’s YouTube platform has released an algorithmic list of its top-performing ads that utilize the video giant’s TrueView for Action automated bidding system, YouTube recently announced. Adweek

U.S. Advertising Falls 14% In July, Most Moderate Rate Of Erosion Since March
The largest advertisers and digital media helped overall U.S. advertising spending tally its best month during July since the effects of the pandemic began, as April’s decrease of 35 percent in ad spending had fallen to 14 percent in July — two of several items of interest to digital marketing in newly-released report data. MediaPost

Mobile ad spend jumps 71% amid pandemic recovery
Spending on mobile advertising soared some 71 percent globally during the second quarter compared to 2019, with rates in the U.S. even higher at 77 percent, and a global increase of 8 percent over first-quarter mobile ad spending, according to recently-released study data. Mobile Marketer

ON THE LIGHTER SIDE:

2020 August 28 Marketoonist Comic

A lighthearted look at “business as usual” by Marketoonist Tom Fishburne — Marketoonist

Wendy’s Spices Up Other Brands‘ Twitter Profile Pictures — AdWeek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Alcatel-Lucent Enterprise (ALE) / TopRank Marketing — 2020 Finalists and Winners – Content Marketing Awards — Content Marketing Awards
  • SAP — 3 Actionable Insights with… SAP global CMO Alicia Tillman — The Drum
  • Anne Leuman — What’s Trending: Make B2B Content More Memorable — LinkedIn (client)
  • TopRank Marketing — B2B Marketers Lend Their Support to Influencer Programs — New Horizons

Have you come across your own top marketing stories from the past week of news? Please let us know in the comments below.

Thank you for reading our weekly B2B marketing industry news, and we hope that you’ll return next Friday and tune in for another array 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.

The post B2B Marketing News: B2B CMOs Plan 2021 Spending Rise, Influencer Marketing’s Pandemic Strength, & YouTube’s Top-Performing Ads appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com