Online Marketing News: Critical Personalization, Social Strategy Research & Marketers on Reddit

160723-one-size-fits-all-personalization-infographic-preview

160723-one-size-fits-all-personalization-infographic-preview

Why Creating a Personal Online Experience for Your Visitors Is Critical [Infographic]

Did you know that 87% of companies that have implemented web personalization have seen an increased return in key metrics? There is certainly a strong case to create a personal experience for visitors to your website or blog. This handy infographic explains why one size doesn’t always fit all. MarketingProfs

What 51 Million Pieces of Content Say About Your Social Media Marketing Strategy [NEW RESEARCH]

TrackMaven analyses “the social media content from over 40,000 companies across 130 major industries on four major social networks -Facebook, Twitter, Instagram, and LinkedIn – to provide businesses with relevant benchmarks for social media audience size, posting frequency, and engagement at an industry-specific level” in this new report. TrackMaven

Reddit Intros New Ad Offering, ‘Grows Up’ and Says It Can Be as Big as Facebook

Reddit announced that they’re allowing marketers to sponsor user posts on the popular social platform. AdAge reports “On August 4, Reddit will debut a new ad offering called Promoted User Posts, which will give marketers the ability to sponsor user generated posts on Reddit’s platform.” While the benefits to the users are unclear, this could make huge headway for influencer marketers and consumer brands trying to reach a tough-to-reach audience. AdAge

Google launches imported call conversions

Google is now allowing advertisers using their AdWords platform to import call data, so they can better attribute leads and revenue driven by their ads and connect that to their return on ad spend. This has been available in a rudimentary form previously, but this new ability will step up visibility into ROI and user behavior. ClickZ

Spotify Is Now Letting Brands Target Listeners Worldwide via Their Playlists

Last week, Spotify announced that the music streaming service will be offering programmatic advertising to its user base for marketers, with targeting based on demographics like age, gender, location and listening habits like playlist and genres. AdWeek

37 percent of US marketers struggle with creating the most efficient marketing mix across channels to drive results.

Google rolls out expanded text ads, device bid adjustments & responsive ads for native in AdWords

According to Search Engine Land, “Google has officially launched expanded text ads. The extra-long ads with double headlines began rolling out across devices Tuesday morning.” Google is also now allowing advertisers to start setting base bid adjustments by device, and announced the upcoming responsive display ads that will be served across the GDN. Search Engine Land

Facebook Reports Seeing 2 Billion Searches Daily

MediaPost reports that on Wwednesday, Mark Zuckerberg said that on Facebook, “people are doing more than 2 billion searches a day between looking up people, businesses, and other things that they care about … One of the big growing use cases that we’re investing a lot in is looking up the content in the ecosystem, and that is an area that we’re very excited about, which helps people find more content.” MediaPost

ACSI report: Customer satisfaction increases for e-business despite dips in social media

The American Customer Satisfaction Index has released their findings on how social media, search engines and news websites have impacted consumer perceptions of e-businesses. While satisfaction with e-businesses is continuing to improve, satisfaction on social media — attributed in part to the rise of social customer service — has dropped. Marketing Land

Financial Times: People find mobile ads ‘intrusive’ and ‘distracting’

Financial Times released findings from a study of 1,300 readers, of which Digiday reports: “Half of respondents to a survey the FT conducted with Quantcast said mobile ads are more intrusive than desktop, although 37 percent of them said they’d be more influenced if the mobile ads they saw were more creative.” Digiday

What were your top online marketing news stories this week?

I’ll be back in two weeks with more digital marketing news! The lovely and talented Ashley Zeckman will be filling my spot on camera and on the blog next week with the latest and greatest in the world of digital marketing.

The post Online Marketing News: Critical Personalization, Social Strategy Research & Marketers on Reddit appeared first on Online Marketing Blog – TopRank®.

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Online Marketing News: Critical Personalization, Social Strategy Research & Marketers on Reddit

Influencer Marketing Is (not) Dead: How to Breathe New Life into Your Program

influencer-marketing-is-not-dead

What’s a marketer to do? We heard that influencer marketing was the next big thing. We heard about companies getting amazing results with it. But it seems you can’t go anywhere online recently without seeing headlines like this:

Influencer Economy

And this:

confessions of a social media executive

Note the social shares on those two articles: 242,000 for the first one and nearly 50,000 for the second one. If influencer marketing is burning down, that’s a lot of people standing by with marshmallows to roast.

But don’t panic. These two articles, and many more like them, refer to a specific kind of influencer marketing. Generally speaking: the bad kind. Specifically, the practice of writing massive checks to teenagers with a lot of followers on Instagram or Vine in exchange for product promotion. That particular economy, which converted cash to “influence” or “awareness,” was pretty much doomed from the start. You’re in trouble any time you convert real money to something fundamentally unmeasurable.

But it’s not fair to say that influencer marketing is dead, or in trouble, or collapsing because bad influencer marketing isn’t working out. That’s like declaring “Movies are dead!” because Gods of Egypt flopped at the box office. Influencer marketing works when it’s done well. At TopRank Marketing, we have achieved amazing results for our clients with the practice.

The only thing better than learning from your mistakes is learning from other people’s mistakes. So let’s take a moment to mourn the passing of bad influencer marketing-and then let’s perform an autopsy to see how we can avoid their fate. Here are four ways to make sure your influencer marketing stays alive and well:

#1 – Build Relationships

In a way, the Instagram and Snapchat “influencers” are just billboards. You stand here and hold this beverage/face wash/protein powder, we give you $500. You deliver the commodity of X number of eyeballs for the money. If a rival beverage/face wash/protein powder company comes along and offers you $550, you move on.

Good influencer marketing is more than advertising using someone’s social media presence as the billboard. It’s about cultivating an ongoing relationship that continually generates value for everyone involved. Influencer relationships should be built with care, personal attention, and respect. Yes, sometimes you may pay an influencer for their involvement, but that transaction takes place in the larger context of the relationship.

#2 – Produce Something of Value

Bad influencer marketing can be, at its worst, just a celebrity endorsement with a different kind of celebrity. The celebrity gets paid, and the audience gets… what? The vicarious thrill of seeing that they drink the same brand of face wash as that guy on Vine?

Good influencer marketing goes beyond endorsement to create something of value for the audience as well as the influencer and the brand. That’s why it works. For example, our Content Marketing World eBook series from last year rounded up advice from dozens of highly-skilled marketers. The eBooks promoted the event, and they highlighted our influencers, but they were also useful and entertaining for the audience. It’s an unbeatable combination.

#3 – Recruit More than Brandividuals

One big problem with bad influencer marketing is it focuses entirely on “brandividuals.” According to our CEO Lee Odden, a brandividual is someone who is in the business of being popular. They have a huge social media presence, sure. But they may not be able to call that audience to action. A true influencer, by contrast, may be less popular by the numbers, but is credible, authoritative, and able to affect change.

You definitely can use brandividuals to help attract a crowd, and to lure in the true influencers-but a campaign that’s all brandividuals may generate more buzz than results.

#4 – Make It Measurable

Step 1: Have influencer post about our combination face wash/protein powder on Snapchat. Step 2: ??? Step 3: Profit. It’s not the most sustainable business model, right? But for a lot of bad influencer marketing, that’s a pretty accurate assessment. These campaigns trade entirely on “awareness” or, god forbid, “brand lift.” Without any way to track ROI from the influencer activity, it was only a matter of time before the C-suite decided to spend their budget elsewhere.

Don’t let anyone tell you that you can’t measure the ROI of influencer marketing. It’s not only possible; it’s crucial. Start by having a specific goal for your campaign-an action that you want your audience to take as a direct result of experiencing the content. Then make sure you can track that action and attribute it to the influencer. Give them trackable URLs to share. Give them their own landing page to send traffic to. Either way you go about it, you should be able to demonstrate exactly what your influencer brought to the campaign.

If you’re a teenager with a huge Snapchat following, the death of bad influencer marketing is bad news. If you’re a marketer looking to partner with influencers to create cool stuff and expand your reach, there’s no need to mourn. Take these four lessons to heart, go forth, and be awesome.

Need help with your influencer marketing, we can help!

 


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Influencer Marketing Is (not) Dead: How to Breathe New Life into Your Program

Nursery Schools Fareham – Day Nursery Fareham

Click here: http://growing-places.org.uk

Nursery Schools Fareham – Day Nursery Fareham https://www.youtube.com/edit?o=U&video_id=0ZEYqum11Xo

Fun filled days of learning and discovery Growing Places have been providers of not-for-profit childcare for over 20 years in Havant and Fareham Boroughs; we invest in our facilities, staff and resources and are committed to ensuring the highest quality of care and education for your child. As a charitable company Community Childcare Centres operates a variety of childcare centres around Havant and Fareham Boroughs caring for children aged from 6 months to 11 years. Well trained, highly motivated and committed staff ensure that all our children are provided with a safe, secure, warm, stimulating play and learning environment.

We have 4 NURSERY/PRE-SCHOOL sites:

HAVANT ACADEMY (HAVANT), MILL HILL (WATERLOOVILLE), OAK MEADOW (FAREHAM), AND MORELANDS (CROOKHORN)

and 6 AFTER-SCHOOL/HOLIDAY CLUBS: MILL HILL (Mill Hill Primary, St Peters, Springwood, Hulbert Junior and Stakes Hill Infant); COWPLAIN (Hart Plain Infant and Junior, Queens Inclosure); OAK MEADOW (Oak Meadow, Orchard Lea, Uplands Primary); EMSWORTH Primary; MORELANDS Primary; BEREWOOD Primary

Growing Places is a charitable company, committed to enhancing lives, raising aspirations and creating opportunities for all stakeholders (children, their families, employees and volunteers)

Nursery Shools Fareham

To fulfill this Mission statement we focus on:

Delivering an excellent service, which is flexible in meeting individual need(s)

Strengthening parental partnerships

Growing our people, securing the team of the future

Providing safe, engaging facilities within each setting

Ensuring good governance

In all of the above areas, clear intentions for the future are stated, along with current standards, which the company will maintain.

We work hard to meet the individual needs of ALL children and their families. It is of great importance that you and your child feel welcome in our settings and treat them as a warm extension of your own home.

Nursery Schools Fareham – Day Nursery Fareham

Nursery Schools Fareham

Nursery Schools Fareham
Fun filled days of learning and discovery Growing Places have been providers of not-for-profit childcare for over 20 years in Havant and Fareham Boroughs; we invest in our facilities, staff and resources and are committed to ensuring the highest quality of care and education for your child. As a charitable company Community Childcare Centres operates a variety of childcare centres around Havant and Fareham Boroughs caring for children aged from 6 months to 11 years. Well trained, highly motivated and committed staff ensure that all our children are provided with a safe, secure, warm, stimulating play and learning environment.
We have 4 NURSERY/PRE-SCHOOL sites:
HAVANT ACADEMY (HAVANT), MILL HILL (WATERLOOVILLE), OAK MEADOW (FAREHAM), AND MORELANDS (CROOKHORN)
and 6 AFTER-SCHOOL/HOLIDAY CLUBS: MILL HILL (Mill Hill Primary, St Peters, Springwood, Hulbert Junior and Stakes Hill Infant); COWPLAIN (Hart Plain Infant and Junior, Queens Inclosure); OAK MEADOW (Oak Meadow, Orchard Lea, Uplands Primary); EMSWORTH Primary; MORELANDS Primary; BEREWOOD Primary
Growing Places is a charitable company, committed to enhancing lives, raising aspirations and creating opportunities for all stakeholders (children, their families, employees and volunteers) 
Nursery Shools Fareham
 To fulfill this Mission statement we focus on: 
Delivering an excellent service, which is flexible in meeting individual need(s) 
Strengthening  parental  partnerships 
Growing our people, securing the team of the future 
Providing safe, engaging facilities within each setting 
Ensuring good governance  
In all of the above areas, clear intentions for the future are stated, along with current standards, which the company will maintain.
We work hard to meet the individual needs of ALL children and their families. It is of great importance that you and your child feel welcome in our settings and treat them as a warm extension of your own home.

 

Nursery Schools Fareham

Digital Marketing That Focuses on User Intent – Avinash Kaushik #MPB2B

Avinash-Kaushik

“It’s not the ink, it’s the think.”

This quote was the basis for Avinash Kaushik’s opening keynote at MarketingProf’s B2B Marketing Forum. For those of you that don’t know, Avinash is a Digital Marketing Evangelist at Google and best-selling author.

According to Avinash, the difference between companies that will be great and those that will die (either quickly or slowly) are the ones that understand how to obsess about the think. Thinking about how your company can connect with people and execute process and structure will make you masters of marketing. Below are some of the many highlights from his entertaining, informational and inspiring keynote.

The Growth of Digital

In 2015, digital consumption has far surpassed all other forms of media including TV, print and radio. The main reason that digital has come to dominate consumption is that everyone is constantly connected to their mobile devices. If you understand the implication you should be joyous as marketers.

Mobile devices are incredibly powerful in that they allow you to be closer to your prospects, customers and colleagues all of the time. That is a phenomenal gift to each of us as marketers because we are in the business of influence. At the end of the day, that is all we do.

Rethinking the Marketing Funnel

“Imagine yourself as a regular human being and not a marketing robot.”

Image via the Marketoonist

Image via the Marketoonist

The framework that we all learned was the traditional marketing funnel that includes some variations of awareness, consideration, conversion and advocacy. As a consumer, ask yourself; when was the last time that you purchased something and went down that path?

Instead, we should be considering a framework that solves business problems and is not selfishly trying to move prospects down the path of our choosing. A common mistake made by B2B marketers is to use information like job title to define a prospect without including any information about their intentions.

Alternatively, consider making decisions based on user behavior as a means to determine what is relevant for your target audience.

A New Business Framework: The 4 Clusters of Intent

In the interest of better serving customers, Avinash recommends building a new frame work for marketing that focuses on the following four categories of intent:

  1. See: Figure our who is your largest addressable qualified audience:
  2. Think: Largest addressable qualified audience, with weak commercial intent.
  3. Do: Largest addressable qualified audience, with strong commercial intent
  4. Care: Current customers, with two, or more, commercial transactions.

The goal should not be to move people through the marketing funnel, but to understand their intent.

How to Put This Framework Into Action

Normally, a company’s strategy involves driving a bunch of people to their website in the hopes that a small number of people will convert by completing a lead form. But what happens to the rest of your visitors? Perhaps you have a large number of visitors that aren’t ready to make a purchasing decision, but are still very qualified to make a purchase in the future.

Website user intent

Avinash used the example of XTRAC Solutions’ approach to providing value for visitors that want to make a decision now, and those that may not be ready.

Someone can obviously sign up for a demo or complete a contact form but there are other options available such as using their workflow calculator, downloading an eBook, sign up for their email list, watch videos or follow them on social networks. There is virtually something for everyone.

Xtrac Solutions

Xtrac Solutions solves for near term intent , but they also have a content strategy that covers all intents. Instead of solving for 2% of people that engage with them. They’re solving for everyone that is a part of their qualified audience.

I look forward to seeing what you think about Avinash’s recommendation for changing our approach to digital marketing from a funnel, to focusing on user intent. If you’re attending the MarketingProfs B2B Marketing Forum I encourage you to attend TopRank Marketing CEO Lee Odden’s session, Participation Marketing: If You Want B2B Content to Be Great, Ask Your Community to Participate today at 4pm.


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© Online Marketing Blog – TopRank®, 2015. | Digital Marketing That Focuses on User Intent – Avinash Kaushik #MPB2B | http://www.toprankblog.com

The post Digital Marketing That Focuses on User Intent – Avinash Kaushik #MPB2B appeared first on Online Marketing Blog – TopRank®.

Digital Marketing That Focuses on User Intent – Avinash Kaushik #MPB2B

How Does Uberflip’s Hana Abaza MAKE Marketing Magic? #MPB2B

hana-abaza-mprofs

Individuals that are new to B2B marketing often make the mistake of marketing to target businesses, instead of the individuals within the business. Unfortunately, more seasoned marketers are sometimes guilty of the same blunder. Understanding how best to target and personalize marketing isn’t always easy, and can require additional training and direction from industry experts.

The upcoming MarketingProfs B2B Marketing Forum (October 20 – 23) will help newbie and experienced B2B marketers alike find their way through the clutter to create marketing programs that truly speak to the needs of their customers. We had the fortunate opportunity to partner with MarketingProfs to bring you insights from some of the top speakers that will be presenting at the upcoming conference.

Today we have part two of our MarketingProfs interview series with Uberflip’s VP of Marketing, Hana Abaza. In this interview you’ll learn more about Uberflip’s take on personalized content and some of the B2B companies that Hana believes are MAKING great marketing today.

Making Marketing Magic with Uberflip’s Hana Abaza

What do you believe is the biggest benefit of making personalized content?

I think marketing in general comes down to trying to drive the objectives of your organization. The more you can optimize for individuals, the tighter your messaging will be and resonate with your target customers. At the end of the day, this will also lead to better conversion rates.

If you can start to personalize the type of content you’re showing people, it can lead to better results for your marketing funnel. When we talk about personalized content, what we are really talking about is more than personalizing the actual content assets and more about displaying the right content to the right person. This can also include taking a deeper dive and beginning to personalize the language used to scale on a global scale which can have a huge impact.

The thought of personalizing content for each prospective customer can seem overwhelming. What advice do you have for marketers that are ready to take the first step, but are unsure where to begin?

This is something that I hear a lot from marketers. The key thing to remember is the degree of personalization that you’re taking with your marketing. I like to think of it as a spectrum of personalization. When you’re first starting, you can begin with segmentation of your audience versus true personalization.

So, instead of 1:1 marketing personalization, you’re taking a 1:many approach by segmenting your audience into buyer personas. The more honed your segmenting capabilities and are, the more personalized your marketing will be for that segment. As you continue down the spectrum, you can get more and more personalized.

There are many tools and technology available to help you on your journey down the specturn. Technology has been a great driver in terms of enabling companies to create personalization based on actual data. For example, at Uberflip we use our tool to tailor user experiences for our audience. Looking at the spectrum as a whole helps clarify where you are today, and what steps you need to take to create truly personalized marketing for your audience.

What drives content creativity at Uberflip?

I love this question. One of the biggest things that drives us is our audience and our customers. We are in a fortunate position at Uberflip because we get to market to marketers. That means we are essentially talking to our peers and people like ourselves. We are able to draw a ton of inspiration and creativity from the people that we are actually talking to, connecting with and creating content for. Nothing pleases us more than when we see one of our customers use Uberflip to leverage amazing content. In short, our customers are constant sources of creativity for us.

What are some examples of B2B companies that you think are making killer marketing right now?

There are so many wonderful examples, but I’m just going to list a few. The first one that comes to mind is Slack. They have a great blog, but that only scratches the surface of what they’re doing. Their great podcast is very top of the funnel and awareness focused whereas their blog is more mid-bottom of the funnel while not focusing soley on their product. The other thing I really like about them is that content is not just a function of their marketing team, it seems to be proliferated through their organization and you can see it everywhere.

slack podcast

Catch up on Slack’s podcast, The Slack Variety Pack

Another amazing content company is Unbounce. They have honestly been creating great content since their company launched.

Unboune Guide Example

View Unbounce’s library of free webinars, eBooks and more

Wistia is another example of a company creating great content. They take video content marketing to the next level.

Wistia

Visit Wistia’s website for helpful tips and tricks on creating videos that resonate with your audience

Finally, another B2B company I love is, InVision. One of their series profiles designers in a way that presents as part human interst, melded with industry information that people want to know.

InVision Documentary

Watch the trailer for InVision’s new documentary

I know there are a lot of other B2B companies that are doing great marketing, but those are some of the ones I think are creating killer marketing.

As a marketer, who influences you to be a creative marketing magician?

For me personally I love to draw my influences from outside the technology, business and marketing industries. Often we look too inside the bubble we are in instead of drawing influences and creativity from other industries. Learning other domains actually helps take that creativity and something to meld on. I strive to take lessons and things that I learn elsewhere and implement in what I do now.

What inspires you to MAKE marketing magic?

Part of what keeps us going and really compels us to create great marketing is the amazing feedback that we are getting from our audience and our customers.

The other thing that inspires me on a daily basis is the culture that we have developed internally. A lot of companies are shifting towards a model where marketing is really becoming a central part of the organization and is no longer a cost center, but a growth drive. You’ll see this approach thread through the entire organization and positively impact the customer experience. Being able to have that connectivity and support throughout the organization inspires us to do the best that we can do as a united team.

MAKE Your Own Marketing Magic

Thank you Hana! Your insight and energy are truly motivating for others than want to MAKE marketing magic of their own. For more insight on B2B marketing from some of today’s top marketers be sure to check out the MarketingProfs B2B Marketing Forum, and our next interview on October 12 with Mark Schaefer.

If you’re already planning on attending MarketingProfs B2B Forum, be sure to check out TopRank Marketing CEO Lee Odden’s session, Participation Marketing: If You Want B2B Content to Be Great, Ask Your Community to Participate.

Header image via Shutterstock


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© Online Marketing Blog – TopRank®, 2015. | How Does Uberflip’s Hana Abaza MAKE Marketing Magic? #MPB2B | http://www.toprankblog.com

The post How Does Uberflip’s Hana Abaza MAKE Marketing Magic? #MPB2B appeared first on Online Marketing Blog – TopRank®.

How Does Uberflip’s Hana Abaza MAKE Marketing Magic? #MPB2B