Archiv für den Monat: April 2022

B2B Marketing News: Social Becoming Top B2B Media, B2B Content & Lead Tactics Studies, & Marketers Concerned Over Twitter Takeover

2022 April 29 Demand Spring Chart Image

2022 April 29 Demand Spring Chart ImageB2B Mixology: Paid Search Is Top Channel And TV Use Is Growing, Email Near Bottom
56 percent of B2B executives have said that paid search is key among their marketing mix, with 44 percent singling out video and display advertisements as a top component, while just 16 percent chose email — three of several findings of interest to B2B marketers contained in newly-released survey data . MediaPost

B2B Buyers Say Research & Data Are Key Factors in Content Shareability, Memorability
Just over half of B2B buyers consider content that uses research data to be a key factor in making it memorable and more apt to lead to contacting a brand for further information, while storytelling that resonates with B2B buyers was also a top component of effective content, according to recently-released survey data. MarketingCharts

[bctt tweet=““There are countless amazing people and companies with stories worth telling. Stories we tell NOT because they’re the most sensational, but because they are stories worth telling.” — Jay Acunzo @JayAcunzo“ username=“toprank“]

18 Examples Of Awesome B2B Content Marketing [BuzzSumo]
A review of millions of B2B marketing content examples has shown that content mentioning eBooks received the greatest engagement, with an average piece of B2B content receiving some 31 shares — two of numerous statistics of interest to digital marketers contained in recently-released data from BuzzSumo. BuzzSumo

3 Points About B2B Buyers‘ Content Preferences [Survey]
When it comes to which content types B2B buyers prefer, research and survey reports, case studies, and webinars were the top three content formats B2B buyers said they use for researching purchases, followed by B2B media publications, white papers, and eBooks, according to newly-released survey data. MarketingCharts

Will Social Become the Dominant Media for B2B Brands? [ANA]
83 percent of B2B professionals have pinpointed social media and social advertising as the top B2B marketing tactic, followed by email at 75 percent, search engine optimization (SEO) at 61 percent, and content marketing and blogging at 57 percent, according to new data from the Association of National Advertisers (ANA). ANA

Ad Spending Expands For 13th Consecutive Month In March, Top Categories Continue To Ebb
The U.S. advertising market’s rate of spending grew by 5.7 percent in March compared to the same month in 2021, with digital categories continuing to see the biggest performance gains, and helping to drive ad market expansion that has now grown for 13 consecutive months, according to newly-released report data.. MediaPost

2022 April 29 Statistics ImageLinkedIn Adds New Profile Links and Newsletter Promotion Options
Microsoft’s LinkedIn has rolled out the ability to showcase a link near the top of user profiles, along with several new options for using the professional social platform’s digital newsletter feature, and more robust group post analytics, LinkedIn (client) recently announced. Social Media Today

Musk’s pitch for free speech may turn Twitter advertisers jittery
Twitter’s recent purchase by Elon Musk has caused rising concerns among some advertisers that worry about how the change at the company’s helm will affect marketing opportunities on the platform, and Reuters takes a look. Reuters

Instagram to improve its ranking system to better highlight original content
Meta-owned Instagram announced recently that it has implemented changes aimed at better surfacing original content, while decreasing the visibility of content that is reposted, in a shift that could help B2B marketers gain exposure for original brand content. TechCrunch

The Top Tactics for Generating High-Quality B2B Leads [Report]
44 percent of B2B marketers said that content creation was one of their top three areas of marketing spending, followed by webinars at 37 percent, SEO and search engine marketing (SEM) at 32 percent, marketing technology services at 31 percent, and marketing technology tools at 26 percent — one of numerous statistics of interest contained in newly-released survey data of interest to B2B marketers. MarketingProfs

ON THE LIGHTER SIDE:

2022 April 29 Marketoonist Comic Image

A lighthearted look at “product/market fit” by Marketoonist Tom Fishburne — Marketoonist

Brands Get Down To Earth — MediaPost

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Lee Odden on Getting the Most Out of Influencer Marketing [Video] — Oktopost
  • TopRank Marketing — Learning resources for tourism marketing newbies — Tourism Currents
  • Lee Odden — The Top 100 Marketing Influencers to Follow in 2022 — Relevance

Have you come across your own top B2B marketing news for the week? If so, please don’t hesitate to let us know in the comments below.

Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and please return again next Friday for another selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Social Becoming Top B2B Media, B2B Content & Lead Tactics Studies, & Marketers Concerned Over Twitter Takeover appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

Enduring Engagement: 5 Easy Ways To Build New B2B Marketing Connections & Make Them Last

Create new B2B marketing connections that endure professional group image

How can B2B marketers create new professional connections that endure, and strengthen their existing business relationships?

With ostensibly more ways than ever to find new connections both online and off, the task can seem overwhelming.

Luckily, by making clear goals and putting a strategy in place to achieve them, marketers can start truly tapping into the power of building new connections and making them — along with existing ones — stand the test of time.

Let’s start right in on our journey of professional network expansion, and look at how we can take both current and newfound business relationships to new heights.

1 — Embrace New Connections in Old Familiar Places

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To begin your journey of network reassessment and expansion, it can be helpful to ask yourself whether you’re taking full advantage of the opportunities to find new connections in the digital and real-world places you already frequent the most — your old familiar places.

Some B2B marketers make the mistake of only seeking out new business connections in new spots, while not fully taking advantage of connections that are right under their noses on old familiar ground, just waiting to be uncovered.

You may use one social media platform almost exclusively for personal activity, however by shifting your connection-making goals to include revisiting familiar spots, you’ll likely find a surprising number of new people to connect with on a professional level as well.

In the age of B2B influencer marketing, the lines between personal and professional relationships can sometimes become blurry, which when handled well is certainly a good thing, and such connections only tend to grow closer as time passes.

How To Make It Last:

Schedule time at regular interviews throughout the coming year to make contact with your new business connections. By scheduling at least a few outreach sessions with new connections, you give the relationship a real chance to grow over time, and create more changes for business opportunities to arise organically.

[bctt tweet=““Schedule time at regular interviews throughout the coming year to make contact with your new connections. This gives the relationship a real chance to grow over time.” — Lane R. Ellis @lanerellis“ username=“toprank“]

2 — Seek Out New Opportunities in Fresh Spots

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Where are the places you haven’t yet turned to when it comes to finding new connection opportunities? In 2022 you certainly don’t have to travel to Shangri-La or the moon to find new places to connect, as they’re more apt to be right in your own digital backyard.

Such new spots can include a mixture of digital and real-world locations:

  • TikTok
  • A conference you’ve never attended
  • Reddit
  • Local business events
  • Discord
  • Local college event opportunities
  • Snapchat
  • Volunteering and mentoring opportunities
  • Twitch
  • Speaking at events
  • Pinterest
  • Conducting interviews, podcasts, and webinars
  • YouTube

Each of these offer ample opportunities for making new connections. We recently examined how to get the most from B2B marketing events, in “In-Person, Virtual & Hybrid: How To Get The Most From B2B Marketing Events In 2022.”

Each has its own nuances in precisely how to reach out and make new connections, however some elements are more universal, and can be applied wherever you may find yourself looking to meet a new business connection, such as:

  • Make your connection request personal and earnest
  • Use background research on your connection to inform your request
  • Seek out any mutual connections and if appropriate mention your shared contact
  • Be mindful that not everyone will even look at connection requests on every platform
  • Follow up new in-person connections with a message of thanks

There are of course nearly infinite ways to refine the process of making new connections, however by keeping some of the basics in mind, and asking yourself, “Is this a connection request I’d feel good about getting?”, your networking strategy can only become stronger.

How To Make It Last:

Use the knowledge your new connections have about the platform or event where you met. While the venues may be new to you, your newfound connections may be seasoned pros there. Ask your new connections in these new-to–you areas for their advice about the best ways to make use of those new spots.

[bctt tweet=““In 2022 you certainly don’t have to travel to Shangri-La or the moon to find new places to connect, as they’re more apt to be right in your own digital backyard.” — Lane R. Ellis @lanerellis“ username=“toprank“]

3 — Ask Your Network “Who Do I Need To Know?”

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There are likely professionals known to your associates who you might never get the chance to connect with, unless you specifically ask.

Master networkers are quite often the ones who regularly take advantage of this technique, and it may be one of the primary reasons they became top-notch networkers over time.

It can be as simple as posting a message on your favorite social media platform asking, “Who do I need to know?”

At in-person events, it’s wise to ask new connections you meet who they are most looking forward to hearing speak during the event, who they hope to meet, and why.

How To Make It Last:

Schedule time to ask this deceptively simple question regularly, whether it’s once a year or once a month. By making it an ongoing inquiry, you almost guarantee a continual array of fascinating new people to meet and forge new business relationships with.

[bctt tweet=““Post a message on your favorite social media platform asking, ‚Who do I need to know?‘.” — Lane R. Ellis @lanerellis“ username=“toprank“]

4 — Grow Existing Connections in Newfound Ways

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In some ways, expanding on your existing connections can provide the greatest opportunity to build long-lasting business relationships, as people you already know share a history with you, and are more likely to be open to new levels of engagement.

Some of the many ways to grow existing connections in new ways include:

  • Asking about top pain points and challenges
  • Seeking a quote for content
  • Connecting with existing connections on new platforms
  • Asking for business words of wisdom
  • Take a digital connection to the in-person level by making event plans

How To Make It Last:

You likely already have a goldmine of existing connections, and can take these business relationships to new levels by expanding your interactions in creative ways, whether it’s through mutual interviews, podcasts, webinars, or making future in-person conference meeting plans.

bctt tweet=““You likely already have a goldmine of existing connections, and can take these business relationships to new levels by expanding your interactions in creative ways.” — Lane R. Ellis @lanerellis“ username=“toprank“]

5 — Put the Matchmaking Power of Your Network to Full Use

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Be a business connection matchmaker, and make the effort to connect key professionals in your network with others you know who seem like a good fit.

This ties in nicely with our third tip of asking “Who should I know?” — and takes it to the next level by actively putting fellow professionals in touch with one another when you believe they may spark a powerful business conversation together.

Part of the power of B2B influencer marketing comes under this heading, as the sharing, co-collaboration, and support that industry subject matter experts provide for one another are proven ways to elevate business efforts for everyone involved.

How To Make It Last:

One of the greatest gifts a B2B marketer can give their fellow professional is an earnest introduction to someone they believe will be a perfect business match. Don’t be afraid to be a business connection matchmaker, as those you connect may end up building digital empires together — collaborations that may come back to benefit you and your business somewhere down the road.

[bctt tweet=““One of the greatest gifts a B2B marketer can give their fellow professional is an earnest introduction to someone they believe will be a perfect business match.” — Lane R. Ellis @lanerellis“ username=“toprank“]

Enduring Business Relationships Elevate B2B Marketing Success

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By embracing new connections in familiar places, seeking opportunity from new-to-you spots, asking „Who do I need to know?“, growing business relationships in new ways, and becoming a business connection matchmaker, you’ll be ahead of the game when it comes to putting the power of your network to full use.

Creating award-winning B2B marketing that elevates, gives voice to talent, and humanizes with authenticity takes considerable time and effort, which is why an increasing number of firms are choosing to work with a top digital marketing agency such as TopRank Marketing. Contact us to learn how we can help, as we’ve done for over 20 years for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

The post Enduring Engagement: 5 Easy Ways To Build New B2B Marketing Connections & Make Them Last appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com