Category: Digital Media

How Buyers Want to Talk to Your Business in 2018: The 3 Channels You Need

When we talk about conversion, we’re essentially talking about an exchange. Let’s say, for example, you’re offering a piece of downloadable content to your site visitors. It’s “free,” in terms of the lack of money paid for it, but some other information is traded. So, for example, in exchange for this ebook, the visitor fills out a form with a certain amount of contact information. At the end of the day, it’s still a transaction. But now — 11 years after HubSpot first came into existence — these transactions are starting to become diversified, and so are the reasons why we...

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How to Identify a Stand‑Out B2B E‑commerce Player

Effective use of web analytics to measure marketing campaigns, and offering customers an easy-to-use website, are two common traits of successful online B2B companies, Forrester Research says.   There are many digital commerce tactics, and a few that are particularly common among successful companies, Forrester Research Inc. says in a report issued last week. One trait of the most forward-thinking e-commerce practitioners is applying web analytics data to measure the success of marketing campaigns, says the report, which features a “digital maturity model” to evaluate a company’s B2B digital progress. Another common trait of successful companies is having a...

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What happens in an internet minute in 2017?

Just a month ago, it was revealed that Facebook has more than two billion active monthly users. That means that in any given month, more than 25% of Earth’s population logs in to their Facebook account at least once.   This kind of scale is almost impossible to grasp.   Here’s one attempt to put it in perspective: imagine Yankee Stadium’s seats packed with 50,000 people, and multiply this by a factor of 40,000. That’s about how many different people log into Facebook every month worldwide.   A smaller window   The Yankee Stadium analogy sort of helps, but it’s still...

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How to Sell to Millennial B2B Buyers [INFOGRAPHIC]

Make way for a new generation: New research shows that 73% of Millennials are involved in B2B purchasing decisions. But most sales teams are stuck in the past, selling to an outdated buyer and missing out on a huge opportunity. Sales leaders, it’s time for a new awakening. To outperform competition you must engage with the Millennial mindset. So how can you strengthen sales outreach and engagement across the buyer’s lifecycle? – 23% of sales leaders don’t know if their sellers engage with Millennials at all  – Millennial B2B buyers respond to salespeople who evoke feelings of trust, compatibility and connectedness  – Millennial...

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How To Save The Life Of A Tradeshow Sales Lead

  Author:  Peter Gillett, CEO, Zuant Since the dawn of marketing, tradeshow and other in-person events have been the largest items in the B2B marketing budget, often exceeding more than 50 percent of the total budget. And yet, have you ever seen an ROI report on tradeshow activity proving this huge investment is paying off? If they exist they are as rare as Beluga caviar. Sadly, most event managers focus on creating great looking booths and coming home with a load of leads at the end of the show. There’s no regard for quality. It’s all about volume because...

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How B2B Sales Can Benefit from Social Selling

If organizations don’t change their outdated thinking and create effective sales models for today’s digital era, 1 million B2B salespeople will lose their jobs to self-service e-commerce by 2020. The answer to the shift away from reliance on outbound sales could reside in social selling, the strategy of adding social media to the sales professional’s toolbox. With social selling, salespeople use social media platforms to research, prospect, and network by sharing educational content and answering questions. As a result, they’re able to build relationships until prospects are ready to buy. This is different than social media marketing, where a...

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The Glut of B2B Digital Content Marketing Blocks the Message

Today’s B2B marketers need to develop a consistent marketing message across all channels and move the focus from the product to the buyer’s preferences, Forrester Research says in a new report.  Digital marketing has opened vast new channels for marketers to shower potential customers with information about products. But as the buying dynamic shifts the focus from a seller’s products to its overall sales and service capabilities, many business-to-business marketers find it difficult to settle on a unifying theme for their marketing messages, says a new report from Forrester Research Inc. Keeping marketing staff on message has never been...

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A Face-to-Face Request Is 34 Times More Successful than an Email

Imagine you need people to donate to a cause you care about. How do you get as many people as possible to donate? You could send an email to 200 of your friends, family members, and acquaintances. Or you could ask a few of the people you encounter in a typical day—face-to-face—to donate. Which method would mobilize more people for your cause? Despite the reach of email, asking in person is the significantly more effective approach; you need to ask six people in person to equal the power of a 200-recipient email blast. Still, most people tend to think...

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Every Company MUST Be A Media Company First

There is no reason to do anything other than act like a media company in today’s digital age. In today’s day and age, advertising is more affordable than ever before. What used to cost thousands of dollars can now be done for much less due to the digital methods of advertising. Anyone can produce and distribute content which is why you should be. Creating content can be anything from video, to blog, to email, and more. Make your brand personality stand out and solidify yourself as an industry expert by thinking like a media company.  Entrepreneur and media powerhouse,...

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Boost the Effectiveness of Your Content with a Content Audit

If you want to be sure that your content is working for you, consider a content audit. Your content will thank you. So, you’ve got your content, you’re blogging, you’re putting it out – excellent! But, maybe not. Sometimes, content doesn’t function like we think or hope it will. That’s where a content audit comes in. A content audit is where you review existing content, listing all the assets you offer, including channels and distribution formats. The best way to fuel your content audit is to examine your project needs and business goals. Assess your content, consider what you...

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Online Advertising Is a Powerful Industrial Marketing Tool

By marketing online through detailed product pages, case studies, comparisons, and quotes, a simple search and then a click brings buyers to you.   Advertising doesn’t always have a positive reputation, mostly because industrial companies don’t see the value in advertising. In the July 1970 issue of the Harvard Business Review B. Charles Ames said that industrial buyers, due to their economic and engineering considerations, they are “largely unaffected by the emotional appeals of advertising, packaging, and merchandising.” Although things have evolved, industrial companies are still in that same mindset. While it might seem strange to even consider an industrial marketing...

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Customers’ Lives are Digital—but is Your Customer Care Still Analog?

Today’s customers expect digital service. More and more are getting it, too, across sectors from telecommunications to banking and from utilities to retail. For example, telco customers conduct roughly 70 percent of their purchases either partly or wholly online—and 90 percent of their service requests as well. The rapid shift to digital customer care (or e-care) should be good for everyone. Automation and self-service cuts transaction costs for providers. When e-care is done well, customers prefer it, too. Our research among telecommunications customers shows that customers who use digital channels for service transactions are one-third more satisfied, on average, than...

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How to Make Social Media Work in Construction

Anna Jester is director of Jester Communications and looks at the value of social media in the construction sector and shares some golden rules to making it work. Pardon my French but there’s an awful lot of crap out there when it comes to social media. It means there’s businesses up and down the country spending a lot of money on this channel, for absolutely no return. Quite frankly, it’s nuts. When it comes to construction, many of us will have scratched our heads, asking ourselves the question of ‘who in construction is going to be interested in my...

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Digitizing Customer Journeys and Processes: Stories from the Front Lines

A an excellent customer experience is no longer unique. To attract and retain customers you must understand how you want their experience to look. Once you define the experience, you can identify technologies and processes to make it happen. A compelling customer experience has evolved beyond beyond a nice bonus in most industries. Instead, standout experiences that go above and beyond the norm attract and retain business. In addition, these practices reduce costs of servicing products and complaints. While rewards can be big, a complete reinvention of the customer journey and support process is needed.  Reinvention is absolutely what must happen. Rarely are existing processes simply...

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The Industrial Future is Coming and It’s Digital

The future of industry will be digital. It’s inevitable, but that doesn’t make it easy. UI LABS was founded to take on grand challenges in this arena: To digitize the U.S. supply chain to make manufacturing more competitive globally, and to rebuild American infrastructure to make it smarter and more effective to improve residents’ lives. These “old school” industries lag behind the consumer sector in the path to digitization. A single player can’t create an app that reaches the hundreds of thousands of small and medium-sized manufacturers in the United States in the same way that a consumer app...

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Mastering the Digital Advantage in Transforming Customer Experience

Improving customer experience delivers real benefits to companies that successfully execute customer-centric strategies. Across sectors, satisfied customers spend more, exhibit deeper loyalty to companies, and create conditions that allow companies to have lower costs and higher levels of employee engagement. In that dynamic of value creation and durable competitive advantage, delivering digital services and operations has emerged as a prime mover in reshaping customer experience in almost every sector. As digital pure plays such as Amazon, Apple, and Uber continuously reinvent themselves by delivering simple, immediate, and individualized experiences, even traditional business-to-business players in sectors such as chemicals and steel...

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10 Social Media Marketing Strategies for Companies

Social media is crucial to the success of any company’s digital marketing strategy. Despite this, brands of all kinds and sizes are not using this tool to its full potential. Although the number of “follows”, “likes” and “shares” is still important, the credibility of a brand is distinguished by far more than just this. Today, social media requires a unique set of skills whereby brands need to fully understand the needs of their audience. To help you out, this author has put together 10 social media strategies you need to implement this year, whether you are a young entrepreneur or a...

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B2B Content Marketing 2017 Benchmarks, Budgets, and Trends—North America

  Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. The organizers have made quite a few changes to their annual survey this year to reflect the maturing content marketing industry. This year’s research paints a brighter picture than the last few years, indicating that content marketing is alive and well! Content marketers are on track—with 62% reporting that their organizations are much more or somewhat more successful with their overall content marketing approach compared with one year ago. Like last year, those who are further along with their approach are the most successful, while...

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Digital Intelligence Briefing: 2017 Digital Trends

As 2017 marches on, it’s good to stay updated on what to expect when it comes to current digital marketing trends. It just so happens that Econsultancy and Adobe recently got together—as they do every year—to ask over 14,000 marketing executives what they’re planning for 2017. Here’s what the study found out about their attitudes on content marketing, the customer experience, and more. Digital Priorities for 2017 According to this study, marketers will be all about developing and nurturing relationships with their audience this year. About 29 percent say content marketing will be their top priority, while 28 percent say social media engagement will be...

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Facing Up to Digital Disruption: Reinventing the Core with Bold Business Strategy

Going digital is now a core strategy for many organizations around the world. [McKinsey & Company]’s new research sheds light on how digital is slicing across industries and the potential approaches companies can take to integrate digital where it makes the most sense for their business. In this episode of the McKinsey Podcast, McKinsey senior partner Paul Willmott and senior expert Laura LaBerge speak with McKinsey Publishing’s David Schwartz about ways companies can think about digitization within their sector and the potential impact of their digital strategies on the bottom line. Click Here to Read the Full...

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An Incumbent’s Guide to Digital Disruption

Incumbents needn’t be victims of digital disruption if they recognize the crucial thresholds in their life cycle, and act in time.   A decade ago, Norwegian media group Schibsted made a courageous decision: to offer classifieds—the main revenue source of its newspaper businesses—online for free. The company had already made significant Internet investments but realized that to establish a pan-European digital stronghold it had to raise the stakes. During a presentation to a prospective French partner, Schibsted executives pointed out that existing European classifieds sites had limited traffic. “The market is up for grabs,” they said, “and we intend to...

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There’s No Place Like Home: 5 Ruby Reasons Why You Shouldn’t Build Your Brand on Rented Land

Digital media offers a lot of great avenues to promote business, social media being one of them. Whether it’s the road of Pinterest, Instagram, Facebook, Twitter, Snapchat, or any other social media platform, they connect you to your customers and raise awareness about your company and brand. However, what makes a company run is a conversion, or transaction, between a customer and your product or service.  While these avenues are excellent tools and offer options for transactions, they should not be the only area where your attention is concentrated. These social media platforms are constantly changing their algorithms. Remember the...

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A Tale of 3 Manufacturing Marketing Strategies

Many factors go into developing a customized and data-driven marketing strategy, including marketing strategies for manufacturing companies. What follows is the tale of three brothers and their experiments with inbound and outbound marketing for a happily-ever-after manufacturing marketing success story. Not So Long Ago, In a Manufacturing Company Near You… Three brothers, Matt, James and Paul, own identical manufacturing companies in identical markets, but that do not directly compete with one another. Each of the three brothers knows that marketing and advertising are necessary to help customers discover their products, but each has a different idea of what marketing...

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The Social Generations: Millennials Ask, Gen X Buys & Baby Boomers Observe

The Facts: To know what consumers are expecting from your brand on social media, you need to understand your audience’s demographics. Your marketing department can’t put a price tag on social without insight into the generational nuances that influence your audience’s purchasing behaviors, decisions and habits. To comprehend how each generation is engaging with brands on social and what that means for your business, Sprout Social surveyed 1,000 Millennials (ages 18-34), Gen Xers (ages 34-54) and Baby Boomers (ages 55+). The results revealed a few commonalities and shed light on the differences between the behaviors, perceptions and expectations of each generation....

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5 Skills All Business Owners Need to Have in the Digital Age

As technology grows, so does the need for entrepreneurs who have the skills to manage it. Below are 5 skills all business owners need to have in the digital age. Project Management While project management tasks can be entirely digital, you still need to know how to oversee your projects. You can use an online system or tool to help you (I like Asana,) but you still need to know how the system works, if it works well for you, and if it works well for your business. There are so many online tools that claim to help with...

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Considerations For Building Your Next Generation B2B E-commerce Strategy

Many B2B sellers in the midmarket space are lacking the infrastructure to provide seamless customer experiences B2B buyers expect today. To compete against Amazon Business and other big suppliers that are digitally enabled, midmarket B2B sellers need to invest in an e-commerce platform that supports the B2C experience buyers are expecting and optimizes their business operations.   Click Here to Read the Full...

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The Future of Social Media (And How to Prepare For It): The State of Social Media 2016 Report

  Written by Ash Read   Imagine being able to predict the next big thing on social media, knowing what social media will look like in 2017 and beyond and how will brands use social platforms to connect with their audience. As someone who works with social media every day, this information would be invaluable. At Buffer, we’re always eager to dig up new research into social media marketing — things like how marketers are using social media and what they’re excited about heading into 2017. To better understand how social media marketing is changing, we collected data from over 1,200 marketers to create the...

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Richard Branson’s Advice for Creating Great Marketing

Behind every successful business is an element of great marketing – and no-one knows this better than Richard Branson. But how do you make sure you’re getting your marketing right? The Virgin Group founder has some advice… “The key to great marketing is storytelling. And as Hollywood, Bollywood and the books and magazine industries demonstrate, nothing sells better than a great love story,” he says in a recent blog. “You’re wise to be careful about where you spend your profits, but reinvesting in marketing – as long as it is done smartly – is vital to the growth of any business.”...

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How to Do SEO for a “Tiny” Website That Doesn’t Have Any Visitors or Money

It happens all the time, company’s saying that they’re too small for SEO.  Sure, it’s a legitimate concern. If no one’s even showing up to your site, why should you spend time on SEO? Actually, this is why you should definitely dedicate time to SEO. The whole point of SEO is to make your website more visible. If you’re not doing SEO, your visibility isn’t increasing. In fact, doing a little SEO could mean the difference between having 0 visitors and getting warm leads from your site. Every site starts off small. But SEO plays an important role in marketing and every...

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19 Facebook Marketing Predictions for 2017 From the Pros

If you’re looking to expand your company’s Facebook marketing, there are a lot of key trends to look out for. The social media network is constant;y changing and its always important to keep your eye on it.  If the Facebook changes in 2016 are an indicator, 2017 will be an interesting year for anyone marketing on Facebook. To get a grip on what the near future may look like, the Social Media Examiner tapped the knowledge of 19 social media pros. Predictions include: Paid Ads Come to Facebook Groups Facebook Launches Messenger Video Stories That Publish to News Feed Facebook Develops End-to-end Sales Communication Tools for...

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5 Tips for Recruiting With Social Media

Rather than executing some of the older ways of recruitment, utilize social media to attract and find the right talent for your company.  If small businesses want to compete in the so-called “talent wars,” they’d better get social. The McQuaig Institute, a talent management solutions provider, recently released a global study on social recruiting. According to its findings, 69 percent of companies now use social media to recruit, and usage is even higher–72 percent–among businesses that say they are finding it easier to fill openings. Social media is a valuable tool for showcasing company culture, and that’s an important factor in the...

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Why a Blog is a Smart Investment for Industrial Companies

Having social media is great, but the companies are not in control of audience reach which is why they should consider investing in a blog.    The other day we came across an article by ThomasNetRPM which examined why industrial companies should consider utilizing Twitter. The answer was a big “yes.” As an industrial organization that utilizes the digital world avidly, we couldn’t agree more. The online world is filled with possibilities for knowledge, marketing, interpersonal relationships, talent acquisition, and a variety of opportunities for business. When we spoke to several fastener industry professionals at the North Coast Fastener Association’s Distributor Social,...

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Is Twitter Worth it for Industrial Companies?

Big YES! Being where the customers are is important and simply having a Twitter account just won’t cut it. Building up a strong following takes time, effort and strategy. Here are 5 steps to utilizing Twitter successfully for your industrial business. By Rebecca Benison of Results-Powered Marketing This might be a question you’ve wondered yourself — do you really need to invest time and money into social media? Are any of your customers or associates even online, anyway? The answer to these questions is a definite YES. Your customers are online, and they’re eager to connect. Even if you’ve set up a Twitter account, that doesn’t mean it will automatically...

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