We have to admit, we work hard day and night to put our best foot forward and provide our customers with the most excellent service and products that we have to offer. We’ve thought about the exact right words to say to them to get their attention. Maybe we got to change their opinions or convince them to purchase this, but aren’t the customers capable of making their own decisions? It may take a bit of getting used to since marketing has created the impression that we should tell them what to buy or influence them on what to like. But to respect customers who are also well-informed and knowledgeable, we should come alongside them to gain their trust. Let’s continue guiding them on their customer journey and earn our way into their organic conversations. All this and more of the latest Digital Marketing News on this week’s article!
B2B Marketing News: Google Faces Monopoly Probe, Sophisticated B2B Attribution Models Study, & LinkedIn’s New Video Meeting Options
Most B2B Demand Gen Pros Use Sophisticated Attribution Models
Some 43 percent of B2B demand generation buyers say that they use advanced attribution models with multiple touchpoints, while 21 percent don’t have a campaign attribution model at all, according to recently-released data surveying B2B technology marketing and demand generation decision-makers. Marketing Charts
LinkedIn Adds New Event Features, Rolls Out Video Meeting Options via LinkedIn Messages
LinkedIn has launched an array of new event-related features, along with rolling out private messaging access to video from Zoom and other virtual meeting providers, Microsoft-owned LinkedIn (client) recently announced. Social Media Today
Tubular Labs Launches Deduped Audience Ratings For Video On Facebook And YouTube
A new effort from video intelligence firm Tubular Labs aims to deliver a more standardized video viewing metric across the Facebook and YouTube platforms, with support for Instagram forthcoming, the firm recently announced in a move of interest to digital marketers. AdExchanger
The Best Way to Brand Your Blog
Here are some of the benefits of using a business brand for your blog.
1. It makes your business easier to scale
People generally understand that businesses usually have more than one person working at them. That means you can expand your blog by bringing in other content creators without upsetting your audience. You can make them part of the team, or use them as guest bloggers.
2. It makes your business easier to sell
Having a blog that isn’t tied to a particular person will make it a lot more attractive to potential buyers. They know they’ll be able to start using it pretty much straight away without having to make too many changes. They may even be able to use the same contributors you were using.
Case study: The most human commercial wins
According to The Guardian, Nathan made the video as he was commuting from his trailer, where he’s been dealing with water and electricity outages. Then his car broke down, which forced him to hit the road on his longboard.
He arrived only a few minutes before his shift at a potato factory was due to start. He considered deleting the clip and getting on with his day, especially as phones are prohibited on the factory floor. But he got it up just in time. By the end of his second break, it already had 2 million views.
On one hand, you have the American dream in a 20-second clip. But on the other, a story of how precarious life can be for so many Americans, especially in these COVID times.
The video is real, raw, human, and vulnerable.
Generally speaking, everything ads are not.
Enter the conversation
Let’s go back to this important concept that two-thirds of our marketing is occurring without us, a fact revealed and confirmed by 10 years of McKinsey research.
Great marketing today is about being invited to that consumer conversation. We can’t buy our way in. This relationship has to start with TRUST. Nobody will share positive content about a brand they mistrust.
10 Tips To Turn Your B2B Podcast Promotions Up To 11
The first step here is to create separate social media accounts for your podcast. Make it its own entity for promotion and audience engagement purposes. Then, follow well-known folks who are relevant to your subject matter. Include industry analysts, practitioners, and anyone who is knowledgeable and trusted about your core topics.
This will help with promotion in two ways: First, following these folks will get you on their radar for potential amplification or collaboration. Second, you’ll be able to see what kind of content they share with their audience, which will help you make your podcast more relevant.
Your podcast’s dedicated social media accounts should do more than just post a link when you put up a new episode. You can consistently bring value to your audience and start conversations with posts, the same way you do on other brand channels.
Plan for at least one or two meaningful posts a day that correspond to the topics you talk about in the podcast. Share related content, post polls to spark discussion, and repost content from influencers you’re featuring (or courting). And, of course, make sure to participate in any discussions that arise — don’t leave your listeners hanging.
The Future of Content Marketing? (Spoiler: It Doesn’t Require Doing More)
Be more provocative
Andrew Davis says the world doesn’t need another expert. It does need visionaries. “The key to making the leap from expert to visionary is to do one simple thing: Ask a question that Google cannot answer,” he says.
Well, I’m not sure that’s “simple,” but it’s a smart approach. “Experts build lists. Visionaries build legacies,” Andrew says.
So how do you build a legacy? “You must be willing to kill what doesn’t work in favor of things that resonate and stick with your audience,” Andrew says. “You must be able to work and rework your idea until it sticks.”
And if you’re not in a position to be the visionary at your organization, you’re not off the hook. Your job is to be the provocateur. In that role, Andrew says, “Your job is to purposely stir up the pot to provoke a discussion. Your job is to get people talking and thinking.”
18 Safe Ways to Prepare Your Website & Domain Name for the Holidays
Identifying & Fixing Errors & Issues
A good safe thing to do is to work on fixing errors and issues with your website.
Generally speaking, you’ll want to start with a crawl of your website using a website crawler.
You could use OnCrawl, Siteliner, Deep Crawl, Screaming Frog SEO Spider, or Sitebulb, just to name a few.
Each of these will help identify certain types of issues, and many will find the same types of issues.
Think of these tasks as general site maintenance.
Your website should just work.
It shouldn’t be full of errors, typos, or broken links and images.
It’s just a bad user experience and will not help improve rankings.
Top SEO Considerations When Using GIFs in Your Content
Are GIFs Good for SEO?
GIFs can be good for SEO in the way that all well-crafted images can be good for SEO – they can drive clicks and keep people engaged on a page.
GIFs can be shared, and a well-branded, shareable GIF can survive for a long time in the meme ecosystem.
People like GIFs, and using them can break up long articles, and add relatability to content.
Are GIFs Bad for SEO?
GIFs aren’t bad for SEO – as long as you present them correctly, and don’t let them slow down your site.
GIFs can be bad for SEO if you rely on them over text, or make them too heavy.
They can also be bad for accessibility – you have to make sure GIFs meet accessibility guidelines.