Daluma trat an uns heran, um ein einheitliches Produktdesign für ihre Clean Skin Care Produktlinie zu entwickeln. Hochwertige Zutaten brauchen ein zeitloses und modernes Design, das auf das Wesentliche reduziert ist. Für die besten nachhaltigen Ergebnisse basieren die Clean Skincare Produkte auf veganen und naturreinen Inhaltsstoffen. Heynink hat das Verpackungsdesign von Daluma angenommen, um den […]
Source:: designmadeingermany.de
Podcasts are very easy to create and launch. Anyone with a microphone and an internet connection can have a podcast listed on Apple and YouTube and ready for consumption.
On the flipside, the low barrier of entry means it’s hard to get a new podcast noticed. And the ease of putting out a podcast can hide how difficult it can be to make a good podcast, one that people will be compelled to listen to.
The TopRank Marketing team has worked on podcasts with brands like SAP and 3M. Here’s what we’ve learned about B2B podcasting:
Let’s start with the easiest question first:
A podcast refers to a series of recordings that are organized in an RSS feed, listed in public directories, and available for listeners on demand. The ‘pod‘ part derives from the iPod, which was the first widely-adopted player that supported podcasts.
It’s important to keep the definition broad, because podcasts aren’t tied to a specific genre or format. Some are live interviews, some are panel discussions, some are fully scripted and produced audio plays; some are cryptic monologues about a bizarre southwestern town.
But they all share two attributes:
It may surprise you how popular podcasts are for a B2B audience. Last year, a survey of 511 senior-level businesspeople (managers, team members, executives and owners) found that 51% listen to podcasts daily. An additional 24% say they listen 2-5 times a week.
In other words, this study showed that 75% of B2B decision-makers are listening to podcasts. And they’re listening to learn. Thirty-six percent say they listen to learn new things, and 43% even say podcasts are their primary source of information.
Beyond the audience demographics, there are other attributes of podcasting as a channel that make it attractive for B2B:
There’s so little ramp-up needed to make a barebones podcast that it’s tempting to just plug in a mic and start talking. But an exceptional podcast — especially one intended as content marketing — needs more planning and strategy.
Treat your podcast as you would any content marketing endeavor — with plenty of research and your audience firmly in mind.
Do your research
Approach your podcast like a blog’s editorial calendar. Look for the keywords your audience is searching for. Look at industry publications, trending topics on social media, and listen to other podcasts in your industry. The goal is to discover the questions your brand has the authority and credibility to answer.
Find your angle
What can your brand bring to the conversation that no one else can? It’s important to identify what will make your podcast unique. For example, if every podcast about elderly care is from a caregiver perspective, yours might focus on topics of interest to healthcare administrators and coordinators.
Choose your starting topics
Combine your keyword research with your unique angle and you’re ready to pick topics for the podcast to cover. You can be specific, like “How this new legislation affects care workers,” or more broad, as in “Trends in home health care.”‘
There’s no right or wrong way to produce a podcast. Here are the most popular formats, with a few considerations for each.
Now we get to the fun part: Actually creating your content! Here’s what you need to know.
Recording software
For a solo podcast, software like Audacity makes it easy to record and edit. For multiple participants, a tool like Riverside or Zencastr can greatly streamline the process. These tools make it easy to record multiple people in different locations, consolidate their audio, and produce audio and video.
Equipment
For each participant, you will need a microphone and headset. Don’t rely on all-in-one earbuds or gaming headsets. You don’t need to break the bank when you’re first starting out, however. A lower-end condenser microphone like the Blue Yeti or MXL 990 will do fine.
Recording
Make sure each participant is in a quiet room with minimal echoes or background noise. Start recording, then count down from three to one and have each participant clap their hands or snap close to the microphone. Repeat the process any time you stop talking and start again. This will leave a ‘spike‘ on the waveform to let you know when segments begin and end.
Post-production
Editing is the gift that you give your audience. It shows that you care about their experience and respect their time. At the minimum, edit out off-topic conversation, long pauses and false starts. Then take a listen with a critical ear — it might help to close your eyes and listen through headphones. Take note of when your attention starts to wander and mark the timecode for potential edits.
Once you’ve edited the audio, you can polish up the production. Adjust the levels to make sure the overall volume is consistent. Add musical cues at the beginning and end, as well as incidental music if you wish.
The most basic setup for launching a podcast is a place to store the files and an RSS feed to submit to apps like Apple Podcasts, Spotify and YouTube Music. But you don’t have to go the DIY route — save your IT team a headache and use a tool like Podbean or Libsyn.
These hosting platforms make it easy to upload episodes and get them listed on the various apps.
Prepare for a steady cadence
You will want to have more than one episode ready at launch, and will want to follow up regularly with new episodes. Consistency is key both for getting noticed by search algorithms, and making listening a habit for your audience. A 3-4 episode buffer will make it easy to stick to your schedule.
Promote your podcast
It can be hard for podcasts to gain visibility on listening apps. It’s far easier to promote the podcast on your established channels:
Another great way to find an audience is to have your host visit someone else’s established podcast. A podcast that’s relevant to your existing audience is likely to welcome a subject matter expert from your company—or willing to have your podcast sponsor a commercial break or two.
Even if you’re hosting the podcast files on a platform, it’s a good idea to have a podcast hub on your site, too. Create a page with an embedded player for all the episodes, then give each episode its own landing page with guest bios and a full transcript.
Repurpose the content
A podcast episode is a fine content marketing unit on its own. But don’t overlook the potential for it to be more. You can use it for, among others:
Podcasts are a unique channel as far as metrics and measurement go. Each podcast app offers its own analytics, with some more detailed than others. In general, measure:
You can also include a vanity URL in your podcast and ask listeners to visit a landing page. Just make sure the URL is easy to remember and type in after the episode is over.
Take some cues from these well-established podcasts and you’ll be well on your way to success.
The podcast boom shows no sign of slowing down. It’s a good time to start a B2B podcast, but it will take sophisticated strategy and execution to launch a successful one. This guide can help you get yours off the ground.
Need help getting started? Learn about podcasting and other expert content marketing services offered by our agency.
The post B2B Podcasting: The What, Why and How of Better B2B Podcasts appeared first on B2B Marketing Blog – TopRank®.
Source:: toprankblog.com
Schmuck, der Zeichen setzt: Bei der Neupositionierung von Ehinger Schwarz 1876 haben die Markenstrateg:innen und Designer:innen von Zeichen & Wunder eng mit den Verantwortlichen des Unternehmens zusammengearbeitet. Das Ergebnis kann sich sehen lassen. München, 18. April 2024. – Seit über 140 Jahren erzählen Ringe, Ohr- und Halsschmuck von Ehinger Schwarz 1876 Geschichten, die sich stets […]
Source:: designmadeingermany.de
Seit über 150 Jahren bringt Bardusch aus dem schwäbischen Ettlingen Hygiene und Sicherheit in das professionelle Textilmanagement. Europaweit verlassen sich über 90.000 Kunden auf den hygienezertifizierten Textilservice. Mehr als eine Million (!) Arbeitnehmer tragen täglich (!) die Bardusch Arbeitskleidung, was für das Unternehmen einen maximalen Grad an Verantwortung bei Hygiene, Qualität und Komfort mit sich […]
Source:: designmadeingermany.de
At its recent B2Believe Conference, LinkedIn announced LinkedIn Connected TV (CTV), a new product offering that will allow B2B marketers to tap into audiences off-platform, and onto the big screen at home. With notable CTV publishers on board – including Roku, Samsung, and NBCUniversal – clients can now utilize LinkedIn’s campaign manager to purchase streaming ads.
But that’s not all. The news came in tandem with a new partnership with NBCUniversal to introduce LinkedIn Premiere, a new managed offering in Campaign Manager that helps you target decision-makers in the United States across NBCUniversal’s premium streaming content on CTV.
While the news is exciting – most marketers will likely have the same questions: Is LinkedIn Connected TV a viable product for our marketing strategy? What are its benefits? How does it work? And how are results measured?
Simply put, connected TV (CTV) advertising refers to the practice of delivering ads through internet-connected television sets. Also known as smart TVs, connected TVs allow viewers to stream digital content through apps, either built-in or via devices like Roku, Apple TV, or gaming consoles. So, unless you’re using bunny ears on an old-school “dumb TV,” chances are you’ve encountered this type of ad in the process of streaming your favorite TV show.
So, what makes this type of advertisement enticing? While the format shares a lot of traits with its on-platform counterpart, it’s important to note these ads offer several benefits:
LinkedIn CTV reach already stands at 60 million households, and more than 105 million connected devices per month in the US and Canada – and these numbers are only set to grow.
During a B2Believe session regarding the product launch, Taina Palombo-Price, LinkedIn’s Senior Director of Product Marketing, said “CTV promises the power of big-screen storytelling for B2B brands.”
The move to home television screens appears to be a calculated one, as the new offering “builds on the success of LinkedIn’s In-stream Video Ads, which are helping customers nearly triple their in-stream video completion rate.” Combining this note of success with the rise of video consumption both on and off the social media platform, and the birth of this product offering makes all the more sense.
When was the last time you pulled up LinkedIn out of boredom? While it’s the premier social platform for networking, professional development, and job hunting, users tend to use the platform more intentionally when compared to the likes of TikTok, Instagram, and Facebook, which in turn, decreases their receptiveness to advertisements. This was the strategic thinking that led to the off-platform approach of CTV, said Penry Price, VP of Marketing Solutions at LinkedIn, who recently spoke with AdExchanger about the launch.
“LinkedIn’s expansion into CTV is not a customer acquisition play. Rather, the point is to help B2B advertisers reach existing LinkedIn members in different parts of the day,” he said, “such as when they’re at work or back at home on the couch.”
How would you like to raise brand awareness and consideration earlier on in the purchase journey? That’s the goal of LinkedIn CTV ads. In the same interview, Price shared his thinking: “B2B brands need to make sure customers have a favorable opinion of a brand before they see a product ad on LinkedIn. By starting campaigns further up the funnel with CTV, brands can increase the odds of their digital ads actually driving sales.”
Blogging about the product launch, Lindsey Edwards, LinkedIn’s Vice President of Product Management, said “marketing campaigns are only as effective as the audience they reach.” As Edwards cites, a Demandbase report in 2023 found that 90% of US households embraced CTV, up from 81% in 2021, and the channel shows tremendous promise for B2B applications.
“By incorporating CTV into their marketing playbooks,” shared the report, “B2B advertisers can breathe new life into their campaigns, achieving heightened brand presence and improved engagement. In fact, a recent study noted that viewers exposed to both TV and digital ads were 40% more likely to recall the brand than if they saw a digital ad alone.”
The new product launch offers more than the ability to reach audiences earlier in the purchasing journey and bring highly-targeted ads to CTV. It will also give B2B brands of all sizes the opportunity to showcase their creativity and appear alongside content that was never before possible.
Trevor Fellows, Executive Vice President of Digital Sales and Partnerships for NBCUniversal, spoke at B2Believe on the accessibility that the product brings forward. “This is really the democratization of advertising and the ability for even small clients to appear with amazing content. We announced last week … that we’re going to be opening up our Olympic coverage this summer to programmatic advertisers. That means that literally anybody can advertise in the Olympics going forward – you go back 12, 16, 20 years, that was unheard of.”
In addition to native reporting, like Performance Summary Reports, Revenue Attribution Report, Conversions API, and its new CTV Brand Lift, LinkedIn is collaborating with industry-leading partners, like iSpot for advanced audience measurement and Kantar for objective brand lift studies, to help better assess the reach of your campaigns against your target audiences. But, wait, there’s more. Price remarked on measuring success, “We’ll be looking for higher engagement on LinkedIn – such as whether clicks and video completion rates increase for a brand’s ads on LinkedIn among target audiences who first saw the ad on CTV compared to those who didn’t. We’ll also rely on measurement and verification partners to deliver core TV metrics like reach and frequency.”
If you’re a B2B marketing pioneer, and you’re excited about the product launch, here’s what you need to know about starting your first LinkedIn CTV campaign:
For step-by-step instructions, we recommend referring to the LinkedIn help center article: Set up Connected TV ads in Campaign Manager.
Leveraging LinkedIn’s B2B-specific targeting options for CTV allows marketers to create a more holistic approach to the platform. Previously, marketers had to use different vendors to run CTV, which have audiences different from those targeted on LinkedIn, causing a gap in targeting and overall attribution calculations.
Furthermore, the proliferation of video content cannot be ignored. LinkedIn CTV and its partnerships with these major players in the TV space make for an enticing offer for B2B marketers – an offer that allows users to create multiple touchpoints, allowing brands to engage with new audiences and appear in different mediums throughout the buyer journey. In so many words, the ad solution works to ensure your brand is memorable and top of mind when a key decision-maker is ready to make a purchase.
There’s much to be learned about the effectiveness of this tool and the risks and rewards of launching a campaign centered around the newly launched product. That being said, there’s a lot to be excited about as innovations of this size in the social media space only come by so often. Will it be a hit? We’ll continue to monitor the viability of LinkedIn Connected TV – and work internally to offer up recommendations on how you can leverage their latest solution for your brand.
In the meantime, we invite you to check out our rundown of expert tips for B2B marketing on LinkedIn from our team of social media specialists.
The post Why Marketers Should Be Excited About LinkedIn’s New CTV Ads for B2B Campaigns appeared first on B2B Marketing Blog – TopRank®.
Source:: toprankblog.com