Kategorie-Archiv: SEO

B2B Marketing News: B2B Marketers Turn To Predictive, Twitter Adds New Analytics, & More Young Marketers Are Buying Via Smartphone

2021 November 26 MarketingCharts Chart

2021 November 26 MarketingCharts ChartB2B Mobile Mania: Young Staffers Use Smartphones To Buy Business Products
53 percent of B2B buyers in the Gen Z demographic say they use their smartphones when researching and buying for business, and once a purchase has been made 50 percent see brand newsletters as very important — two of several insights of interest to digital marketers contained in recently-released survey data. MediaPost

The Behaviors and Attitudes of U.S. Adults on Twitter [Pew Study]
Some 69 percent of adult U.S. Twitter users say they utilize the platform to stay informed, with 45 percent looking to express their opinion, some of the findings contained in newly-released Pew Research Center study data examining Twitter usage. Pew Research

Twitter Launches Updated Tweet Analytics Card, Providing More Specific Performance Insight
Twitter has rolled out new tweet engagement metric data, including a variety of insights on profile visits, media views, new follower counts, link clicks and more, all featured in the social platform’s latest analytics update, Twitter recently announced. Social Media Today

The Marketing Trends of 2022 [The Ultimate Guide] [HubSpot Report]
Influencer marketing was the leading marketing specialty that marketers plan to invest in during 2022, with 46 percent of those already using influencers saying they plan to increase spending on influencer marketing next year, according to newly-released report data from HubSpot, also showing that 56 percent of marketers who invest in working with influencers work with micro-influencers who have less than 100,000 followers. HubSpot

2021 November 26 Statistics ImageThe New Business Climate for Marketing Agencies in 2021
A majority of agency executives have said that 2021 has provided more new business opportunities than last year, and that business from existing clients has been the most effective way for generating business — two of several statistics of interest to online marketers contained in recently-released survey data. MarketingProfs

App Annie predicts TikTok to reach 1.5 billion active users in 2022
Gen Z mobile app users are expected to increase their financial involvement by 160 percent through the use of financial apps such as Coinbase and Robinhood, according to newly-released forecast data from app ranking firm Ann Annie, which also predicts that 2022 will see TikTok surpassing the 1.5 billion user mark. ZDNet

Instagram adds TikTok-like Text-to-Speech and Voice Effects tools to Reels
Facebook-owned Instagram has brought greater accessibility features to its Reels short-form vertical video format, with the roll-out of new text-to-speech and vocal effect tools, giving marketers additional options for reaching broader audiences with the format, Instagram recently announced. TechCrunch

Brands Say They’ve Recovered From The Pandemic, But Risks Persist, Experian Reports
74 percent of brands have incorporated artificial intelligence (AI) tools, a five percent jump from 2020, and 59 percent of organizations have mostly or completely weathered the pandemic storm, according to recently-released survey data of interest to digital marketers. MediaPost

Consumers Increase Their Video Use While Email Is Flat: Study
60 percent of consumers worldwide have said that they are utilizing more video chatting to communicate with businesses in 2021 than they did last year, while some 47 percent have increased their use of digital communication formats for engaging with organizations, according to newly-released survey data. MediaPost

How Are B2B Marketers Going About Building ABM Target Account Lists?
When it comes to how B2B marketers plan to grow their account-based-marketing (ABM) account lists, a leading 52 percent said that predictive data will be tops, followed by technographic, behavioral, and intent-signal data, while sales team-selected and firmographic data top the list of types currently in-use, according to recently-released survey data. MarketingCharts


2021 November 26 Marketoonist Comic Image

A lighthearted look at the “black friday & holiday shopping” by Marketoonist Tom Fishburne — Marketoonist

Instagram asks suspected bots to verify themselves with video selfies — The Verge


  • Lee Odden — 5 Questions 4: Understanding influencer marketing and why it’s important for B2B companies with Lee Odden — Demandbase
  • LEX Markets — A Harlem office building heads to an IPO — Crain’s New York
  • Lee Odden — Membership Update Fall 2021 [Digital Marketing Institute] — Digital Marketing Institute

Have you recently found your own top B2B marketing news from the past week? Please drop us a line in the comments below.

Thanks for taking the time to join us for the week’s TopRank Marketing B2B marketing news, and we hope that you’ll return next Friday for more of the week’s 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.

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Source:: toprankblog.com

Google AdSense Guide: increase earnings and escape low CPC

30-second summary:

  • There are many factors that affect your AdSense performance right from content quality, ad placements, media selection, and so on
  • High traffic doesn’t directly indicate high earnings, in fact, some of your practices may be equivalent to handing out money to your competition
  • Here are six informed steps to help you earn more from AdSense

Throughout this guide, you’ll learn how to increase your Google AdSense earnings by making some very simple changes and by following a few simple tips. In my personal experience, this can help skyrocket your AdSense CPC and results can increase your AdSense earnings by more than five times.

Your aim and objective throughout should be to gradually increase your AdSense CPC and CTR little by little and by following these simple tips you are bound to see results.

Don’t forget to keep on testing and your AdSense earnings will surely increase over time. Just don’t give up quickly!

1. Content is king on the internet and also on AdSense

The reason content is placed at the top of all the other tips is because it is the single most important rule to follow on your journey through SEO and internet marketing. It is the first thing your visitors, advertisers, and bots (ad bots and crawl bots) will notice after coming to your webpage.

If you are providing your users with low quality or outdated content, Google will rate your website much lower and your CPC (the bids advertisers make to appear on your website) will greatly fall. This can also get you smart-priced, even if you generate quality traffic on low-quality content.

So remember, always provide your readers and visitors with something unique and worthwhile which will actually acknowledge rather than something which has already been posted on a thousand other websites.

2. Ad sizes and placements are decisive

Do not neglect the placement and size of your Google AdSense ads as they play an important into delivering a better user experience and thus, improving your AdSense earnings.

“While creating ad sizes and placements, user experience and ad viewability should be the center focus”, explained SEO expert Boris Dzhingarov, in an email interview.

“Some placements and ad sizes will disrupt users, particularly if they’re covering content. Others, however, will fail miserably as the users never see them leading to a decrease in AdSense revenues”, he added.

So the question now is: where should you place your ad and which of Google’s display ad sizes are best for your business? The answer is pretty simple, place two ads inside your blog posts (or content) and one outside the post. Keep one 336 x 280 large rectangle ad on the top of the blog post just below the title and place the second ad in the middle of the blog post as a 468 x 60 sized banner. The remaining unit can be placed to the right of your post inside your sidebar.

Position your AdSense ad units as such to not annoy your visitors by popping right in their faces. Instead, perfectly fit inside your content, or in positions that you aim to get more clicks from.

For example, a site that provides file downloads can have an AdSense Ad Unit right near the download link to get a High CTR.

3. Monitor and limit the use of AdSense ad units

Have you tried limiting the use of your AdSense ad units? The biggest difference I myself have noticed is that by reducing the ad units which had the lowest CTR you can quickly and easily increase your AdSense CPC.

What usually happens is if you don’t have enough content to support all the ad units is that lower-paying ads start showing on your websites. This may increase your click-through rate (CTR) and bring in more clicks but because the ads may not be relevant to your website (public advertisements). This results in your CPC falling and your AdSense earnings decreasing. If you are increasing your ad units ultimately you are making it easier for advertisers to be shown on your website meaning an even lower CPC (because of low bids).

Remove the low CTR ad units and replace them with the higher paying ad units which have a higher CTR and your earnings will rise automatically.

Trying these tips for a couple of days will make you notice a real improvement and an important increase in low AdSense CPC.

Google AdSense Custom Channels will be necessary to keep track of things. This will give you a precise and clear idea of the best-performing ad slots. Measure the CTR, CPC, CPM, and earning of every ad unit.

Create custom channels for every ad slot and monitor their performance for at least two weeks to get an idea of things. If you keep changing ad units too often without testing them thoroughly you might get inaccurate results and miss out on better opportunities by placing your ads elsewhere.

How this is going to help in increasing your AdSense CPC?

Remove the low-performing ad units from your website (Compare CTR and final earnings of different units). Google should now serve better ads to other remaining ad slots which are performing well, so your earnings and CPC will increase.

4. Enable both text and image, media-rich ads

Always enable both text and image ads on your websites. Never limit your ad visibility to ‘Only image/media-rich ads‘ or ‘Only text ads‘ as this will lower the bids for advertisers to appear on your website. This directly means low AdSense CPC.

If you enable ‘Both text and image ads‘ AdSense will automatically show the ad with the highest bid on your website which means a higher CPC for you.

In short, the more advertisers that are bidding to appear on your website the higher your AdSense CPC will be.

5. Keywords, keywords, and more keywords!

Try researching to find keywords with ‘High AdSense CPC‘ and a ‘High Search Volume‘. Searched globally using the Google Adwords keyword tool. Search, search and search some more to find specific keywords which have low competition, high CPC, and high search traffic.

After researching you can start creating your website pages, blog posts, and articles on such high-value keywords. Always use these keywords naturally at the beginning, the middle, and the end of your content. It is also very useful to add them to your headings or tags.

Try not to bother with keywords that pay a few cents and those that have a low CPM. Ideally, I would recommend grabbing keywords with a CPC higher than $2.50.

This should be the most important part of your mission. You would never want a page that earns one dollar from five to 10 clicks. Rather you want a page that pulls an impressive four to five dollars out of just two ad clicks, or maybe even $40 dollars out of just eight clicks!

If you don’t concentrate on your keywords, even if you have a lot of traffic you will be wasting it and not earning a substantial amount. Imagine this as handing out money to your own competition! By targeting the right keywords you can make a lot more with a lot less traffic.

Research on the Google keyword tool today and increase your Adsense CPC and earnings.

6. Reduce fraud, accidental, and useless clicks

Do you have an ad unit placed near the top of your content that gets a high CTR? Can this also be because of the awkward location that some people end up clicking on your ad by mistake? When this happens, the visitors often back out or close the ad. This is counted by Google as either an accidental or fraud click.

You may temporarily get earnings from these clicks but they will most probably be reverted due to the low-quality nature of the click.

So always try to minimize any accidental or useless clicks on your AdSense ad units and NEVER ask your friends or family to click on your ads!

Jacob M. is a copywriter, marketing blogger, inbound marketing consultant, and founder of Write Minds. He can be found on Twitter @jmcmillen89.

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Source:: searchenginewatch.com

Bountiful Thanks: What the TopRank Marketing Team is Most Grateful For

Amie Krone

Woman giving thanks to the rising sun image.

As the U.S. celebrates Thanksgiving Day this week, the world looks back at another year of challenges, changes in the marketing landscape, and workplace shifts.

Despite the global challenges we’ve all faced, we’ve overcome, grown, and adapted, and now is the time to look back on those parts of our lives for which we’re the most thankful.

This year our team here at TopRank Marketing has continued to grow, and we’d like to take this opportunity to reflect on thankfulness in both our professional and personal lives, continuing our annual traditional post sharing messages of gratitude.

Our ability to see and express gratitude in challenging times such as those we’ve all faced over the past two years can be especially meaningful and even replenishing.

Let’s take a moment to open our hearts and take in sentiments of thankfulness from our team, shared with the hope that you’ll also be inspired to reflect on the silver linings that may be hidden in our lives if we simply take the time to listen.

What the TopRank Marketing Team is Most Thankful for in 2021

Lee OddenLee Odden

CEO and Co-Founder

2021 has been an eventful year and one in which many people have re-examined their priorities, goals and plans for the future. While it’s important to look forward, there’s also a lot of value in reflection and gratitude.

The world in 2021 is very different than 20 years ago when TopRank Marketing was founded. Not only did we not anticipate there would be a global pandemic, we also couldn’t have imagined how well our team adapted, and excelled at the new normal of B2B marketing.

I am incredibly thankful for the entire team at TopRank Marketing for their equal parts passion for the craft of search, content and influencer marketing with service to clients and to each other. All are instrumental in our efforts to help elevate the voices, experiences and humanity of B2B marketing.

Of course success is great but it’s not worth much without health and family. I am incredibly thankful that I have been able to find a passion in running and be on track to run over 2,000 miles in 2021. I am also thankful for my amazing kids and supportive parents who continue to teach me invaluable life lessons.

Lane R. EllisLane Ellis

Social Media and Content Marketing Manager

2021 held many new wonders and delights, a few sad losses, all coming together to form a year I’m thankful for

I’m especially thankful for my wonderful family, friends, and associates.

Celebrating 20 years of marriage with my amazing wife Julie Ahasay tops my thankfulness list, along with the continuing joy of having my parents Konnie and Bob in my life, as well as my astounding and always-inspiring 104-year-old grandma Lilly Haldorsen, who recently hosted her first Zoom talk and has taken up learning a new language.

I’m thankful for nearly 38 years of using the Internet, and to still be able to run, mountain bike, and cross-country ski the beautiful trails of Duluth, and for our loving cat Kukla Francis Oliver. Sadness came in the form of losing several dear friends, and our beloved eleven-year-old cat Phineas Faustus Ellis, and these losses reinforce how fortunate we are to have the gifts each day offers to us.

It’s a great time to reach out and give the world and its endless opportunities a cozy wintery embrace, so here’s a big virtual hug to all of you I’m fortunate enough to know, lovely family and friends. Thank you.

Senior Director of Operations & HR

With all of the changes that have happened in the past 2 years (almost!) I am most thankful for having a team of people, both personal and professional, surrounding me – giving me support, inspiration and motivation to do great things.

My family always serves as my rock and reason for everything I do and I can’t be more thankful to have all of them in my life, cheering me on to see me grow.

The team at TopRank Marketing continues to be some of the most intelligent, interesting, and driven people I have ever met. Many of whom I can truly call friends, not just colleagues, I am so thankful to have the relationships with them I do. Their drive and passion push me to go beyond what I think are my limits – to do bigger, better things – day in and day out.

Maria KawaguchiMaria Kawaguchi

Director of Agency Marketing

Never would I have imagined that 2021 would involve me moving across the country, to my hometown of Columbia, SC. This year has challenged me even more to step outside of my comfort zone, open my eyes, and welcome new possibilities. I’m most thankful for having more time to spend with family, the honor of caring for my parents, and the opportunity to tap deeper into my passion for dance.

Moving to a new place has taught me the beauty of connection and building community. With that, I’m grateful for all the opportunities to volunteer on the healthcare front-lines and at local shelters. Here I’ve met so many like-minded individuals who are committed to giving back and helping the under-served.

Professionally, I’m grateful to have joined the TopRank Marketing team! Despite the fact that I have never met anyone in-person, it has truly been a breath of fresh air with all-around good energy! Thank you!

Mike Odden

Research Analyst

I am very thankful for my wife Ruthe who has supported me all these 57 years, and also our children and grandchildren who we are especially proud of.

Also the opportunity of working with a great team and company, TopRank Marketing.

Anne LeumanAnne Leuman

Senior Operations Strategist

Each year, I grow more and more thankful for my coworkers here at TopRank Marketing. The uncertain times we live in have not been easy – in life, or in work – and the support we have for each other has really shone through. I also am so grateful for our open-mindedness as an organization. From processes to resources to client programs and beyond, we are always willing to hear thoughts for improvement and make changes. That willingness to change and drive to improve makes TopRank an exciting and rewarding place to work each day.

Elizabeth WilliamsElizabeth Williams

Senior Account Manager

My heart overflows with gratitude every year I get the chance to share on our annual blog. This year, I’m grateful for a brand new, healthy baby girl who’s already jumping and “talking” like crazy at 5 months. An energetic number-readin‘ 4-year-old. A stretching 7-year-old sunshine. And the least thanked, superhero that makes our daily lives ‘go‘ – my husband of 8 years!

Sam KirchoffSam Kirchoff

Internal Marketing Manager

I’m thankful for life. I mean that in both the grandest and minute way: we’ve all gone through so much these last nearly two years in a chaotic, pandemic world… and many people didn’t make it through. But I did, and my loved ones did. I’m thankful for the ability to roll my eyes when my parents don’t know how to use technology, I’m thankful for dear friends who always respond to late night texts, I’m thankful for a partner who always does the dishes because I hate getting wrinkly hands, I’m thankful for a workplace that makes me feel not only welcome, but celebrated. I’m thankful for instant noodles, good books, and BTS. I’m thankful for my cats, my wool socks, and my space heater. I’m thankful for everything.

Mostly, though, I’m thankful for my daughter. Without her, all the rest would fall away. With her, my life is golden.

Debbie FriezDebbie Friez

Senior Influencer Marketing Strategist

I am thankful for almost 7 years of working with the amazing, smart, talented team at TopRank Marketing. Every day I look forward to new challenges and exciting experiences. The best part of my job is learning from the many thought leaders some will call influencers. I truly treasure the relationships I’ve built with so many great minds.

In a year that has brought so many health challenges for the world, I am thankful for my health and that of my family.

TopRank Marketing Gives Thanks For You

All of us at TopRank Marketing are grateful for you, and thank you for being the supportive fans, amazing clients, friends, and enthusiastic influencers that have allowed us to achieve personal, professional, and brand success.

Happy Thanksgiving!


The TopRank Marketing Team

The post Bountiful Thanks: What the TopRank Marketing Team is Most Grateful For appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

13 Top Strategies For B2B Marketers To Host & Promote Live Virtual Events

Marketer on stage in front of virtual audience on monitors image.

Marketer on stage in front of virtual audience on monitors image.Great news! It’s easier than ever to host a virtual event.

Not-so-great news! Every B2B brand you’ve ever heard of is ALSO hosting virtual events. And most of us are sick to death of staring at a screen 24/7.

That doesn’t mean to not do virtual events. But it does mean we have to be more strategic about putting one together. You have to bring all of your marketing might and prowess to bear in order to make sure your event is attended, and that the attendees have a great experience.

Let’s take a look at a few things you can do before, during and after a virtual event to kick it up to the next level.

13 Top Strategies for Virtual Events

From content marketing to organic social, a successful virtual event uses every tool in your marketers‘ toolkit. In addition, there are a few considerations that are unique to this particular channel.

Before the Event: Strategy & Promotion

1 — Set Goals

Start your event process by setting goals for the business purpose you want to achieve. For example, if you’re raising awareness of the brand, you’ll want to have influencers and thought leaders that appeal to a broad audience. But if you want attendees to book a demo after attending, you’re looking for a smaller but highly targeted audience. This is the first decision that will shape your promotion strategy and even your content.

2 — Choose a Platform

There’s a potentially bewildering array of virtual platforms out there right now. They range from something as simple as live-streaming on Facebook or Instagram, all the way to enterprise-level virtual conference halls with multiple customizable rooms.

We find LinkedIn Events to be a good middle ground between these extremes. There are plenty of easy-to-use tools built in that make it more customizable and interactive than a flat live-stream, but it doesn’t have budget-busting bells and whistles.

That said, if you’re an enterprise looking for an all-inclusive hosting solution, there are plenty of options. This blog post has the rundown on some of the most popular.

No matter which platform you choose, make sure to have a backup plan in place. If your LinkedIn Livestream fails, for example, be ready to roll on YouTube.

3 — Pre-Record and/or Rehearse

A virtual event doesn’t have to be 100% live — in fact, it might be a better audience experience if it’s not. You can present a few pre-recorded sessions livened up with b-roll and music, to balance out the talking heads.

Whether you choose to pre-record or not, it’s a good idea to rehearse your segments before the event itself.

4 — Plan Your ‘War Room‘

During the event, you will want to have a team of folks coordinating behind the scenes (more on that next section). Now is the time to figure out who will be on duty, which tasks they’ll be taking care of, and how the team will communicate if you’re working remotely. Some of our clients work with an instant messaging platform, combined with an internal video call to keep everyone connected.

5 — Set an Agenda

Your virtual event should be highly structured — guests should know exactly what they’re getting, and be able to plan for the times they want to attend. When you set the agenda, make sure to plan for interactive segments, too. Give the audience a chance to add to the conversation and be active rather than passive.

[bctt tweet=““Your virtual event should be highly structured — guests should know exactly what they’re getting, and be able to plan for the times they want to attend.” — Joshua Nite @NiteWrites“ username=“toprank“]

6 — Promote & Amplify

The above tips will help make the webinar run smoothly. Now it’s a question of getting people to attend. Start with a little content marketing: Use your blog to introduce the speakers and subject matter. Add a notice to your newsletter, too.

On social media, post organic posts asking your audience to submit questions, and consider paid ads to register for the event. If you’re on LinkedIn Events, you can offer a seamless registration process.

And of course, our agency always includes influencers as part of the promotion strategy. Equip your presenters with social media images and messages they can use to amplify the even to their audiences.

During the Event: Support and Engage

7 — Screen Questions and Engage in Chat

I mentioned the ‘war room‘ up above — during the event, there should be a few moderators devoted to managing audience engagement. These folks can ask for feedback in the chat, post key takeaways in real-time to social media, and screen audience questions for a Q&A. This team makes it easier for your presenters and host to focus on what they’re doing, rather than trying to engage the audience.

8 — Have a Dedicated Socializing Space

One thing that makes a virtual event feel more like a physical one: A place to chat, socialize and network. Some virtual platforms have these spaces built in — they’re virtual rooms with spatial audio that allows people to break into small conversation groups.

If your platform doesn’t have this feature, consider a service like Gather, Topio or Bramble. Make sure to have a moderator or two in that space as well, to answer questions and keep order.

9 — Keep Promoting throughout the Event

Just because the event has started, doesn’t mean the promotion work is done. Your team should be posting on social media — especially Twitter, for immediacy — sharing takeaways and linking back to the event itself. You can keep inviting people to join as long as the event is running.

After the Event: Review and Repurpose

10 — Debrief Your Team

While the event is fresh in everyone’s mind, have a meeting to discuss what went well, what could go better, and what you can improve for next time. It’s also a good opportunity to pull out key takeaways and spot opportunities for repurposing.

[bctt tweet=““While the event is fresh in everyone’s mind, have a meeting to discuss what went well, what could go better, and what you can improve for next time.” — Joshua Nite @NiteWrites“ username=“toprank“]

11 — Create a Highlights Post

Round up the key takeaways from your virtual event into a blog post. You can share the post with your influencers to reactivate them and start raising awareness for your next event.

12 — Share Influencer Highlights

Create social media posts with images that feature quotes from the event. Make sure to equip your influencers with images and messages they can use to promote the takeaway blog, too.

13 — Send a Thank You Email

If your virtual event required registration, you now have an email list that can be used (judiciously) to promote future events. Send an email thanking people for attending, and allow them to opt into emails from the brand, or just emails about future events, or to opt out completely.

A Virtually Perfect Event

Virtual events have evolved a lot in the past two years — it turns out necessity really is the mother of invention. As long as you approach a virtual event with the same depth of strategy that you would use for an in-person one, you can make it memorable for your guests and worthwhile from a business perspective.

Check out Lee Odden’s post on virtual events, podcasting and Clubhouse to learn more.

The post 13 Top Strategies For B2B Marketers To Host & Promote Live Virtual Events appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com