Archiv für den Autor: Andreas

Top Takeaways from LinkedIn’s New ‘Enlightened Tech Buyer’ Report

Key Takewaways from LinkedIn's Enlightened Tech Buyer Report

Key Takewaways from LinkedIn's Enlightened Tech Buyer ReportTechnology is one of the fastest-growing B2B sectors, for reasons that are self-evident. As new solutions and innovations continue to enhance the way businesses operate across every industry, every key department has increasing tech needs and buying power these days.

The folks at LinkedIn* recently released a 2019 global report, The Enlightened Tech Buyer: Powering Customer Decisions from Acquisition to Renewal, and it merits attention from marketers of all stripes. As the “enlightened” descriptor implies, tech buyers (for reasons that are also self-evident) tend to be ahead of the curve when it comes to research, consumption, and purchase behaviors.

Today we’ll take a deeper look at LinkedIn’s new data around this trendsetting cohort, breaking down five key revelations within.

5 Telling Trends Revealed in LinkedIn’s Tech Buyer Report

Here are some of the most eye-opening tidbits we saw based on LinkedIn’s survey of “5,241 global professionals who participated in or influenced the purchase of various hardware or software solutions at their organization within the last three months.”

#1 – Tech Buying Committees are Expansive and Diverse

We all know that, in general, B2B buying committees are expanding faster than the Night King’s army of wights. This dynamic is especially pronounced in the tech space.

“Where previously 3/4 of enterprise employees were part of technology decision-making,” LinkedIn reports, “today the total universe of end-users and decision-makers who impact business technology investments encompasses 4/5 of employees (roughly 86%).”

Tech Buying Decision-MakingAs tech products and services become increasingly integrated with every aspect of an organization, more voices are coming into play. End users, external influencers, and cross-functional stakeholders all tend to have a role. This reinforces the imperative of establishing strong brand awareness throughout a business, which is a central focus of account-based marketing.

#2 – The Purchase Cycle is Shortening

The report notes that the process of reviewing, selecting, and implementing new tech solutions has accelerated over the past few years, with the average purchase cycle now checking in at about 25 months. This could be viewed as good news or bad news, depending on how you look at it.

On the one hand, that’s still a fairly long timespan, providing plenty of opportunity for marketing content to make an impact. Meanwhile, the increase in velocity could suggest buyers are becoming more deliberate and urgent in identifying solutions.

But on the other hand, this also means that we as marketers have a smaller window than before to engage and persuade. We now need to make each interaction count more than ever — especially if we’re pursuing a new account. LinkedIn’s study shows that shortlists are becoming more competitive than ever for vendors.

#3 – Vendor Websites Are a Prime Resource

Across every B2B tech category, vendor website/mobile app is the top research destination for buyers. In aggregate, this source is followed by blogs/forums/discussion boards, product review websites, and technology media/trade journals:

In short, buyers are seeking out trustworthy information — be it from a company’s own website or from unbiased third party resources. This accentuates the importance of building credibility with best-answer content, which can satisfy a decision maker’s questions during research while also positioning your brand as helpful and knowledgeable.

#4 – Buyers Want Partners, Not Sellers

Above all, tech buyers value the overall quality of a product or service above all when choosing a vendor. (Duh.) But the next two factors are interesting: both the ability to consistently meet a buyer’s needs, and the ability to answer questions to a buyer’s satisfaction, rank above affordability/pricing in importance:

Choosing a VendorThis is why the customer experience is becoming such an overarching imperative. Effective marketing now goes beyond the scope of traditional functions. Brands need to be readily available, with the right content at the right time. Strategies must account for every touch point. Always-on approaches are becoming the norm. And this level of attentiveness should go beyond the actual purchase itself…

#5 – Smooth Implementation is Essential

Per LinkedIn, “The #1 indicator of customer renewal success is successful adoption and product satisfaction.” No surprise there. But it’s another reminder of why the full customer experience needs to be addressed.

“The data shows direct vendor engagement among buyers dropping off in later stages of purchase, meaning that there’s an opportunity to be more present and engaged with customers post-sale,” according to the report. “Marketers need to play an active role in the implementation and adoption process of new technology. A seamless customer experience also demands alignment with customer support in activities, training and key education resources.”

How can marketing continue to shape experiences in these later stages and after the sale? It’s a vital consideration for profitability, since we all know the relative cost of acquiring new customers compared to retaining existing ones.

Follow the Tech Buyers

None of the nuggets revealed in LinkedIn’s “Enlightened Tech Buyer” report are especially surprising, but they do reinforce some of the trends we see playing out at large:

  • Buying committees are becoming more distributed
  • Researchers seek out objective information and best-answer content
  • We need to help, not sell
  • Marketing is starting to impact more parts of the customer experience

To get the full scoop on today’s B2B tech buyer preferences, check out LinkedIn’s report.

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Top Takeaways from LinkedIn’s New ‘Enlightened Tech Buyer‘ Report appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Rübermachen

Mehr Bilder…

Im August 1989 flüchteten meine Eltern in einer gewittrigen Sommernacht vom Osten in den Westen eines gespaltenen Landes. Niemand ahnte, dass es nur ein Abschied auf Zeit sein würde. 83 Tage später fiel die Berliner Mauer und mit ihr eine Grenze, die über vier Jahrzehnte bestand und ein Land teilte.

Fast 30 Jahre später, im Mai 2018, begeben sich meine Mutter und ich gemeinsam auf die Suche nach den Orten ihrer Vergangenheit. Dabei beschreibt sie ihre persönlichen Erinnerungen, Gedanken und Gefühle in einem Tagebuch. Ich dokumentiere unsere Reise fotografisch.

Aus der entstandenen Fotoserie, einzelnen Textausschnitten des Reisetagebuchs und persönlichen Zeitzeugnissen aus der Zeit vor und nach der Flucht, entsteht das Buch „Rübermachen“.

Bachelorarbeit im Studiengang Kommunikationsdesign an der Hochschule Düsseldorf
Betreuung: Prof. Victor Malsy, Mark Hermenau

Designer
Marie Kreibich

Texter
Sylvia Ludwig

Source:: designmadeingermany.de

Top advanced YouTube SEO tips to boost your video performance

Example of using YouTube's auto-fill feature to find the best keywords

YouTube is not just a social media platform. It’s a powerful search engine for video content. Here’s how to make the most of its SEO potential.

There are more than 1.9 billion users who use YouTube every month. People are spending over a billion hours watching videos every day on YouTube. This means that there is a big opportunity for brands, publishers and video creators to expand their reach.

Search optimization is not just for your site’s content. YouTube can have its own best practices around SEO and it’s good to keep up with the most important ones that can improve your ranking.

How can you improve your SEO on YouTube? We’ve organized our advanced YouTube SEO tactics into three key areas:

  • Keyword research
  • Content optimization
  • Engagement

Advanced YouTube SEO tips to drive more traffic and improved rankings

Keyword research

It’s not enough to create the right content if you don’t get new viewers to actually watch it. Keywords can actually help you understand how to link your video with the best words to describe it.

They can make it easier for viewers to discover your content and they also help search engines match the content with the search queries and their relevance.

A video keyword research can help you discover new content opportunities while you can also improve your SEO.

A quick way to find popular keywords for the content you have in mind is to start searching on YouTube’s search bar. The auto-complete feature will highlight the most popular keywords around your topic. You can also perform a similar search in Google to come up with more suggestions for the best keywords.

If you’re serious about keyword research and need to find new ideas, you can use additional online tools that will provide with a list of keywords to consider.

When it comes to picking the best keywords, you don’t need to aim for the most obvious choice. You can start with the keywords that are low in competition and aim to rank for them.

Moreover, it’s good to keep in mind that YouTube is transcribing all your videos. If you want to establish your focus keywords you can include them in your actual video by mentioning throughout your talking. This way you’re helping YouTube understand the contextual relevance of your content along with your keywords.

Recap

  • Use the auto-complete search function to find popular keywords
  • Perform a Google search for more keyword ideas
  • You can even use SEO tools for additional keyword ideas
  • Say your keywords as part of your videos

Content optimization

There are many ways to improve the optimization of your content and here are some key tips to keep in mind:

1. Description

Example of using video descriptions to rank on YouTube

Your description should facilitate the search for relevant content. A long description helps you provide additional context to your video. It can also serve as an introduction to what you’re going to talk about. As with blog posts, a longer description can grant you the space to expand your thoughts. Start treating your videos as the starting point and add further details about them in the description. If your viewers are genuinely interested in your videos then they will actually search for additional details in your description.

2. Timestamp

Example of using time stamps to rank videos on YouTube

More videos are adding timestamps in their description. This is a great way to improve user experience and engagement. You are helping your viewers to find exactly what they are looking for, which increases the chances of keeping them coming back.

3. Title and keywords

Keywords are now clickable in titles. This means that you are increasing the chances of boosting your SEO by being more creative with your titles. Be careful not to create content just for search engines though, always start by creating content that your viewers would enjoy.

4. Location

If you want to tap into local SEO then it’s a good idea to include your location in your video’s copy. If you want to create videos that are targeting local viewers then it’s a great starting point for your SEO strategy.

5. Video transcripts

Video transcripts make your videos more accessible. They also make it easier for search engines to understand what the video is about. Think of the transcript as the process that makes the crawling of your content easier. There are many online options to create your video transcripts so it shouldn’t be a complicated process to add them to your videos.

Engagement

Engagement keeps gaining ground when it comes to YouTube SEO. It’s not enough to count the number of views if your viewers are not engaging with your content. User behavior helps search engines understand whether your content is useful or interesting for your viewers to rank it accordingly.

Thus, it’s important to pay attention to these metrics:

  • Watch time: The time that your viewers are spending on your video is a good indicator of its appeal and relevance to them.
  • Likes, comments, and shares: The starting point of measuring engagement is to track the number of likes, comments, and shares in your videos. They don’t make the only engagement metric anymore but they can still serve as a good indication of what counts as popular content. Likes may be easier to achieve but comments and most importantly shares can skyrocket the engagement and views of your videos. It’s not a bad idea to encourage your viewers to support your work. It is actually a common tactic. However, make sure that you’re not trying too hard as this is not appreciated. Every call-to-action needs to feel natural in your videos.
  • Subscribers after watching a video: The number of subscribers serves as an indication of your channel’s popularity. People who actually subscribe to your channel after watching a video make a very good indication of your content’s engagement.
  • CTR: The click-through rate (CTR) is the number of clicks your video is receiving based on the impressions, the number of times that it’s shown. For example, if you optimize your content to show up high in rankings but it still doesn’t get too many clicks, then it means that your viewers don’t find it appealing enough to click on it. This may not be related to the quality of your content but on the first impression that it gets. You can improve the CTR by paying attention to your title and your thumbnail. Bear in mind that YouTube is not encouraging you to clickbait your viewers, so you shouldn’t create misleading titles or thumbnails if you want to aim for higher rankings in the longer term.

Learning from the best

A good tip to understand YouTube SEO is to learn from the best by looking at the current most popular videos. You can also search for topics that are relevant to your channel to spot how your competitors are optimizing their titles, their keywords, and how thumbnails and descriptions can make it easier to click on one video over another.

Examples of using thumbnails and optimizing titles and descriptions to improve CTR

Have any queries or tips to add to these? Share them in the comments.

The post Top advanced YouTube SEO tips to boost your video performance appeared first on Search Engine Watch.

Source:: searchenginewatch.com

10 Inspiring Examples of B2B Influencer Marketing in Action

B2B Influencer Marketing Examples

B2B Influencer Marketing Examples

While Instagram influencer marketing is expected to hit $8 billion in spend by 2020, the growth trajectory of influencer marketing is not limited to consumer brands.

B2B companies are also realizing the value of collaborating with influential experts for marketing purposes and count the practice as one of the top 4 tactics planned for 2019, according to a study by Spiceworks of B2B tech marketers in North America and Europe.

Many B2B brands are considering engaging influencers for marketing but are not clear on exactly how or what the best practices are. Having worked with B2B brands that range from Dell to SAP to LinkedIn on influencer marketing programs over the past 6 years, I’ve had a chance to dig deep into exactly what makes influencer marketing work for B2B.

To help illustrate how business brands we work with are driving results with influencer marketing, I’ve pulled together ten examples of B2B companies that represent a mix of approaches and performance outcomes.

B2B tech marketers‘ adoption of influencer marketing is expected to grow to 48% by the end of 2019. @marketingcharts

Prophix Influencer Marketing Example

1. Prophix – Driving a Message of Innovation and Influence with Interactive Audio

Situation: Prophix is a corporate performance management software solutions company serving the finance industry. They believed that finance leaders have the opportunity to shape the future of business and take a more prominent seat at the leadership table.

Artificial Intelligence (AI) and Machine Learning will be critical to the innovation of finance, so Prophix wanted to start conversations and answer key questions on the role of AI in the next evolution of finance amongst its target audience.

Solution: To build thought leadership for the brand around AI and ML innovations in finance amongst its audience, experts collaborated to co-create an industry resource.

To add a tech-savvy flavor to the content experience of this resource, a simulated AI personality voice named Penny was created to help users navigate a microsite featuring industry experts. The site was titled, Adapt & Innovate: AI and the Next Evolution of Finance.

The microsite was complemented with a mix of content including promotional motion graphics video, email promotions, landing page, supporting blog content, social content and custom graphics for the contributing influencers to share.

Results: 642% increase in engagement, new relationships with top influencers and numerous conversations amongst the target audience about AI and finance in connection with the Prophix brand.

DivvyHQ Influencer Marketing Example

2. DivvyHQ – Create Thought Leadership & Lead Gen Momentum with Multi-Campaign Influencer Program

Situation: As an award-winning content planning and marketing software company, DivvyHQ wanted to elevate its reputation and more actively engage potential buyers.

Solution: A survey was conducted to surface top challenges and insights around content planning and marketing, sparking a multi-campaign program focused on future-proofing content marketing that included over 30 marketing influencers.

Each of the 5 campaigns focused on content and influencers specific to the topic ranging from the research report to a strategy ebook to a series of video interviews about content planning.

The final campaign repurposed the “best of content” from the first 4 campaigns into an interactive microsite using a Back to the Future theme. Each campaign was supported by blog posts, organic social content, influencer promotion and some paid social.

Results: Each campaign exceeded goals including 300% more downloads of the research report, hitting some KPI goals within a week of publishing, thousands of video views, new relationships with top marketing industry influencers and 140% of one conversion KPI within a week of publishing.

Introhive Influencer Marketing Example

3. Introhive – Improve Lead Quality with Influencer Insights and Research

Situation: The legal industry has been slow to adopt Customer Relationship Management (CRM) systems, something that Introhive, an automation solutions provider wanted to change.

Solution: With the goals of raising awareness and leads from the legal community, Introhive wanted to engage the audience they were marketing to through an industry survey and insights.

The survey identified the top challenges and Introhive designed a Playbook to solve those problems with a combination of brand insight and expertise from speakers at the industry’s Legal Marketing Association event. During the conference, the contributors shared the playbook and Introhive promoted it using the event hashtag.

Additional pieces of the content mix included 12 blog posts, landing page, organic and influencer social shares, paid social and email promotions.

Results: Improved marketing qualified lead quality, more playbook downloads in the first month than in the entire lifetime of previous reports, nearly 50% of all brand blog content views for the quarter and an 85% increase in new Twitter followers.

Cherwell Software Influencer Marketing Example

4. Cherwell Software – Achieve Thought Leadership, Engagement & Lead Gen Goals with Influence Optimization

Situation: With ambitious objectives to continue its rapid growth, Cherwell Software wanted to increase brand awareness as a leading ITSM software provider and develop a network of IT influencers.

Solution: Using insights gained from research of target accounts, 15 influencers were researched, identified and engaged to co-create content and promotions around next-generation IT Service Management.

The content mix included blog posts, IT Service Management 2020 ebook, landing page and both paid/organic social content for influencers to share.

Results: The ebook was viewed 170% more often than previous assets and shared nearly 2,000 times. Additionally, this one campaign was accountable for 22% of all sales leads for the entire year.

SAP SuccessFactors Influencer Marketing Example

5. SAP SuccessFactors – Increase Performance with a More Sophisticated Influencer Mix

Situation: Wellness programs are common but SAP SuccessFactors wanted to accentuate the importance of employee wellness from a more holistic approach to wellbeing.

Solution: To raise awareness of their health care management suite, SAP SuccessFactors developed a program to share relevant, useful and actionable insights about wellbeing from trusted experts, peers and even one business celebrity.

Just as the best wellness solutions are holistic, so was this approach to partnering with influencers including industry influencers, internal experts, SAP partners and clients.

The content mix included an ebook titled The True Impact of Health and Well-Being featuring 10 influencers, motion graphics, landing page, social content for the brand and influencers to share.

Results: 272% increase over the goal and a 68% conversion rate on the ebook downloads. Influencer shares represented 86% of all ebook views and 69% of the conversions.

Dell Technologies Influencer Marketing Example

6. Dell Technologies – Increase Brand Thought Leadership with Influencer Interview Podcast

Situation: While many companies focus on working with influencers, Dell Technologies wanted to partner with industry influencers to simultaneously create useful content for their customers and increase the influence of their internal experts.

Solution: Dell has developed relationships with a network of influencers including Mark Schaefer and Doug Karr, who host the Dell Luminaries podcast.

Their discussions with technology visionaries from inside Dell and out, putting a human face on technology innovation.

Results: The Dell Luminaries project effectively created a single platform to bring voices from multiple companies under the Dell brand together following a common thread while staying true to their individual expertise and influence.

3M Influencer Marketing Example

7. 3M – Humanize Science with Influencers and a Podcast

Situation: Science can seem out of reach to many and 3M wanted to make the innovations and complexities of science accessible to the everyday person.

Solution: 3M conducted the largest ever science study about global attitudes about science, the State of Science Index research report along with the launch of 3M’s first podcast: Science Champions Podcast.

Hosted by 3M’s Chief Science Advocate, Jayshree Seth, the first season of the podcast featured twenty one science experts and influencers on topics ranging from an introduction to science in everyday life to careers in science.

Results: Outside of creating relationships with science influencers and showcasing an internal influencer, the Science Champions podcast exceeded all expectations for downloads and engagement, resulting in the launch of season two in March 2019.

CMI Influencer Marketing Example

8. Content Marketing Institute – Activate Event Awareness & Engagement with Themed Influencer Content

Situation: There are many choices for marketers to attend industry events and Content Marketing Institute wanted to create broader awareness of its conference and showcase its speakers in a way that tapped their influence and helped them become more influential.

Solution: Many months before the conference, a selection of content marketing speakers were identified and engaged to share their expertise on specific content marketing topics.

With a conference theme of “Game on“, the 36 influential marketing speakers‘ contributions were assembled into a 48 page ebook called The Ultimate Guide to Conquering Content Marketing with a retro video game theme. Each section of the ebook was supported by corresponding animation videos using an 8-bit video game theme featuring game character avatars for each influencer.

The content mix also included 6 long-form interviews, multiple promotional blog posts, email marketing, custom social graphics for the brand and influencers to share, organic and paid social promotion.

Results: A 258% increase in views of the main ebook asset and over 30,000 views of the promotional 8-bit video game interviews.

SAP Leonardo Influencer Marketing Example

9. SAP – Create New Platform Thought Leadership & Credibility with Influencers

Situation: SAP launched its Leonardo platform at the annual SAPPHIRE conference. With an event this large, key announcements can blur in the noise of communications. SAP wanted to launch Leonardo as a transformative technology vision.

Solution: An interactive experience called The Path to Digital Innovation was created showcasing SAP CEO Bill McDermott and 32 top industry influencers sharing insights across transformative technologies including IoT, machine learning, AI, blockchain, analytics, big data and cloud.

Results: 100% of participating influencers shared the Leonardo Path to Digital Innovation content, many of them multiple times. Reach was unprecedented, with over 21 million views of the interactive experience.

Oracle Dyn Influencer Marketing Example

10. Oracle Dyn – Create Credibility for a New Capability with Relevant Influencers

Situation: Known for world-class managed DNS services, Oracle Dyn wanted to create awareness and authority for their web application security solutions focused on bot management and mitigation services. They also wanted to develop relationships with relevant industry influencers.

Solution: To create awareness and credibility for this new cybersecurity capability, internal subject matter experts and relevant industry influencers including Eric Vanderburg and Kevin L. Jackson with authority in the cybersecurity space were engaged to collaborate on The Cybersecurity Intelligence Report: Bot Management and Mitigation.

Results: 100% of the influencers engaged shared the report and all program goals were exceeded within 60 days of the launch.

Where Does B2B Influencer Marketing Go From Here?

In the research report, Influence 2.0: The Future of Influencer Marketing by Altimeter Group’s Brian Solis, 48% of B2C companies are running ongoing influencer marketing programs vs. only 11% of B2B brands. Nearly half of B2B brands are still in the experimentation stage, according to the study, which was conducted by Traackr and TopRank Marketing.

But this trend is changing and more B2B brands are realizing that while different than B2C, working with influencers in a business to business context represents a significant opportunity to create more credible content that can be promoted to interested buyers by people they trust.

Many of the examples in this article started with customer research and added outside expert commentary in a way that was relevant to both the brand and the audience. This shift in focus from the brand talking about itself towards a more collaborative approach involving external and internal influencers represents a key change successful B2B marketers have realized.

Trends come and go, but the value of trusted sources of information to customers looking for solutions couldn’t be any more timeless.

For more information about how TopRank Marketing works with B2B brands to improve industry awareness, increase influence and community engagement, drive leads and sales by partnering with industry experts, check out the influencer marketing section of our website.

A version of this post originally published on the Digital Marketing Institute website.

The post 10 Inspiring Examples of B2B Influencer Marketing in Action appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com