Posts Tagged "content marketing strategy"


B2B Marketing Trend 2018: Influencer Marketing

B2B Marketing Trend 2018: Influencer Marketing

One of 2018’s fastest growing marketing trends is influencer marketing. Companies will increase their influencer marketing budget to keep up with the competition.

You’ve probably heard the buzzword by now: Influencer marketing seems to be on the tip of every marketer’s tongue these days. Linqia’s latest report, The State of Influencer Marketing 2018, shows that B2C companies are already taking full advantage of this marketing trend. Their report shows that 86% of B2C marketers used influencer marketing in 2017, and 92% of marketers that tried it found it to be effective.

B2B marketers, on the other hand, have been slower to adopt this new marketing trend. Influence 2.0 – The Future of Influencer Marketing Research Report 2017 showed that only 11% of B2B marketers have an ongoing influencer program.

To understand why influencer marketing is becoming so popular and why B2B companies need to jump on the trend, let’s start with the basics.

What is influencer marketing?

Influencer marketing is a form of marketing in which focus is placed on influential people, rather than the target market as a whole. Marketers identify individuals that have influence over potential buyers and create marketing campaigns and activities around these influencers.

For example, Microsoft teamed up with National Geographic last year to launch an influencer marketing campaign, called “Make What’s Next.” The technology giant leveraged some of the most famous adventure photographer influencers on Nat Geo’s Instagram for the campaign. The objective was to bring awareness to young women with interest in science, technology, engineering and math (STEM). By utilizing Nat Geo’s most heavily followed female photographers, Microsoft was able to access a built-in following.

Why influencer marketing works.

Influencer marketing is extremely effective because of three key components:

  1. Social reach: Influencers can reach millions of followers (and consumers) through their social media channels, websites, and blogs.
  2. Original content: Influencers work with marketers to produce original content for your brand.
  3. Consumer trust: Through their existing, strong relationships with their audiences, influencers have a built-in level of trust and can influence consumer opinions.

Content marketers are working overtime to update their content marketing strategies to include influencer marketing campaigns. Consumers no longer want to hear from brands about their products; they want someone they trust to recommend products and services. This is where influencer marketing comes in to play.

Marketers across industries found influencer marketing to be so effective in 2017, that 52% of are planning programs that leverage multiple types of influencers (celebrities, top-tier bloggers, micro-influencers) in 2018.

Where do you begin?

Instagram should be your starting point. According to new research, influencer marketing on Instagram will have generated over $1 billion by the end of 2017, with significant annual growth going forward. With more than 700 million users, Instagram’s platform allows influencers to easily share photos and videos with their followers. Product promotion has never been easier.

Boxed Water turned to Instagram influencer marketing to market its philanthropic campaign, The ReTree Project. The company paired with social influencers, like actors Aidan Alexander and Jaime King, and YouTube star Megan De Angelis, to spread the word about their new campaign. These popular Instagram users asked consumers to post a photo with the hashtag #ReTree and, in turn, Boxed Water would plant two trees for every photo posted. Just one month after launching the campaign, Boxed Water generated more than 2,600 posts with the hashtag.

With 39% of marketers planning to increase influencer marketing budget this year, B2B companies are quickly seeing the leverage that influencers can have over their target audiences. By pairing your products or services with the right influencer, marketers can easily tap into thousands of potential consumers, increasing website traffic and leads.

Have you tried influencer marketing? How was your experience?

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Posts Tagged "content marketing strategy"


3 Questions to Ensure your Content Marketing Strategy Is Sales-Focused

3 Questions to Ensure your Content Marketing Strategy Is Sales-Focused

To be effective, your content marketing strategy should align with your sales goals. Here are three simple questions to ask yourself to make sure your documented strategy is on target.

I recently read an article on the Harvard Business Review that discussed pairing your sales goals with your marketing goals. This strikes at the heart of what we do at Fronetics: build a client’s content marketing strategy that will help advance their short- and long-term business goals. It sounds simple, but you have no idea how many organizations’ marketing goals are misaligned with what the larger organization is trying to accomplish

We need to make sure that — while we’re continuing to increase content production — we have a fundamental understanding of what we’re trying to create.

According to the Content Marketing Institute, 88% of marketers use content marketing. But a mere 30% of B2B marketers say their organization is effective at it. What that says to me is that a lot of companies are dumping their resources into content marketing, but, without a strategy that advances their business goals, they’re throwing away their time and money.

content marketing strategy outlines the methods by which you will target, reach, and engage your audience. Research and execution of these tasks can be quite complex. Writing out a plan and assigning appropriate resources can offer clarity and guidance to your organization throughout the course of your program.

Here are three questions to ask yourself to make sure that your content marketing strategy is complementing your sales goals.

3 questions to align your sales goals and content marketing strategy

1. Why: Why am I doing this?

This question should be fairly easy to answer. The reason you’re documenting a content marketing strategy is for your business. You’re looking to align your marketing efforts with your business objectives. For a lot of companies, this ultimately means increased revenue from sales growth.

When done correctly, content marketing can support sales goals, making it easier to generate leads and helping the sales team close business. But you need to continually ask yourself, why?

The constant demand for more and more content can have a great impact on quality. More isn’t always better. Make sure you’re checking in with your strategy to make sure the content you’re producing is in alignment with your business goals.

2. Who: Who am I trying to attract?

In order to get the ball rolling in content marketing, you have to understand who you are trying to reach. Your company’s sales goals will help guide this target audience. It’s important to think holistically when considering who you are trying to reach at a potential prospect’s company. Typically, your target audience falls into two categories: Primary (decision-makers) and Secondary (influencers of the decision-maker).

Going one step further, you need to identify your target audience’s needs and pain points so that you can direct your content marketing strategy at creating awareness around those needs.

Once you have a thorough understanding of who your target audience is, you can begin to identify the different social media platforms they use. Using analytics tools within social networks can help you identify trends in social media use.

3. What: What content is going to work the best?

You’ve discovered your why and who, but now you need to finalize what kinds of content you’re going to create. Create the kinds of content your target audience seeks, and distribute it through the platforms on which they seek it. How-to videos on YouTube? Thought leadership on LinkedIn? Optimize the material you distribute for each channel. Use the social channels that best suit your brand message, type of content, and target audience.

Valuable and relevant content is not a sales pitch, but can help the sales process. Create content that communicates valuable information to customers and prospects so that they have the knowledge to make more informed decisions. Moreover, concentrate on content that establishes your business as a reliable source of knowledge — as a thought leader within the industry. Be thoughtful  when you create content.

Even though 39% of marketers expect their content marketing budgets to increase this year, that doesn’t mean you should continue throwing money at your content marketing efforts until you have a clear plan that will advance your business. To be effective, marketers should document a content marketing strategy that aligns with their business and sales goals. It doesn’t have to be complicated. But it should reflect the “why, who, and what” of your sales strategy.

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Posts Tagged "content marketing strategy"


Infographic: Why No One Is Reading Your Blog

Infographic: Why No One Is Reading Your Blog

Why is no one reading your blog? Chances are, you’re not doing it right. Here are some of the blog writing mistakes you may be making.

There is so much content out there. In fact, the U.S. alone generates 2,657,700 gigabytes of internet data every minute. Every minute! That’s a whole lot of videos, tweets, posts, and photos being shared online. No wonder no one is reading your blog.

There’s so much competition out there, it’s hard to stand out against those numbers. Even with the time and energy you’re putting into your blog, you’re not seeing the views and engagement you were hoping to achieve.

Most likely, you are making one of these mistakes. Here are some reasons why no one is reading your blog.

10 reasons why no one is reading your blog: an infographic

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Posts Tagged "content marketing strategy"


The First 6 Months of Content Marketing: Setting Up for Success

The First 6 Months of Content Marketing: Setting Up for Success

Use the first months to lay a solid foundation for your content marketing program so it can begin generating leads and sales.

So you decided it was time to jump into the content marketing game. You’ve been crafting the perfect content. You’re posting on a regular basis. You’ve identified your target audience and have been researching keywords. You’ve even learned a thing or two about SEO.

But you have no leads or sales to speak of. And your boss is breathing down your neck for results, FAST. Is it time to throw in the towel? Absolutely not!

Content marketing is a long-term solution that helps businesses build brand awareness, grow their audience, and generate new leads and sales. But, like any good relationship, it takes time and effort to achieve results. You shouldn’t give up before the seeds you sow have time to bear fruit.

To understand the time table for content marketing, let’s look at some markers for the first six months.

Month one

Learn about your target audience and understand their needs.

In order to get the ball rolling in content marketing, you have to understand who you are trying to reach. It’s important to think holistically when considering who you are trying to reach at a potential prospects’ company. Typically, your target audience falls into two categories: Primary (decision makers) and Secondary (influencers of the decision maker). Going one step further, you need to identify your target audience’s needs and pain points so that you can direct your content marketing strategy at creating awareness around those needs.

Document a content marketing strategy.

You would never operate your business without 1) creating a strategy, 2) documenting it, and 3) following the strategy. A content marketing strategy outlines the methods by which you will target, reach, and engage your audience. Research and execution of these tasks can be quite complex. Writing out a plan and assigning appropriate resources can offer clarity and guidance to your organization throughout the course of your program.

Month three

Create and publish content.

93% of B2B marketers use content marketing.  However, less than half (42%) of B2B marketers say that they are effective at content marketing.  One of the reasons these marketers are ineffective: bad content.

When you are creating and curating content for your business, focus on original content that stands out to current and prospective customers. Valuable and relevant content is not a sales pitch. Rather, it is content that communicates valuable information to customers and prospects so that they have the knowledge to make more informed decisions. Moreover, it is content that establishes your business as a reliable source of knowledge — as the thought leader within the industry.

Promote content on multiple channels.

Understanding your target audience and which social media platforms they’re using is invaluable information. If you want to reach potential and current customers, you need to be where they are. You need to make it easy for them to find you and to engage with your business. And if your competitors are already active on social media, start by finding out where. If these platforms align with your ideal customer, don’t be afraid to kick start your social media presence alongside them.

Month six

Analyze your performance.

Track and analyze your metrics on a daily, weekly, monthly, and annual basis. Take a look at what is working and what is not. By tracking and analyzing your metrics you can see, for example, what type of content is most effective and which distribution channels are helping you achieve your goals. You’ll also be able to find opportunities for improvement. Look at the feedback you are getting through your engagement with customers and prospects, and make adjustments to your strategy as needed.

Expand your content creation.

If you’re focused on growing your business or creating awareness through the creation of engaging content, then you need to be ready to try new things. Have you been successful with blogging and Facebook posts? Then it’s time to try making videos and joining Twitter. And don’t be afraid to pull from other worthy sources. Content curation will serve to establish your business as a trusted resource and increase your brand visibility, all without over-promoting yourself.

Remember that when it comes to content marketing, it is important to think: marathon not sprint. An effective content strategy requires patience and determination. Many companies make the mistake of giving up on a content strategy too early. Give your relationship with content marketing time to play out, and don’t be afraid to adjust your strategy along the way if you find some things are working better than others.

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Posts Tagged "content marketing strategy"


How One B2B Company Grew Organic Traffic by 120% in 5 Months

How One B2B Company Grew Organic Traffic by 120% in 5 Months

B2B software company Text Request took 4 steps to grow organic traffic, a key component of any content marketing strategy.

We content marketers are always keeping an eye on organic traffic. It’s an indicator of success (though by no means the only one). Basically it lets you know how many of your website’s visitors found you by using a search engine. If you’re consistently publishing quality content that has value to your prospective customers, you should see a steady rise in organic traffic to your website.

But many B2B companies struggle with generating organic traffic to their websites. In fact, 61% of companies list generating traffic as their biggest marketing challenge in the 2017 State of Inbound Report. Over half (55%) list growing traffic to their website as a top priority in the next 12 months.

So how did Text Request, a B2B texting software company, grow organic traffic by 120% in 5 months? Marketing Director Kenneth Burke outlines the four simple steps the team took to drive this growth.

4 steps to growing organic traffic

1. Start with simple changes.

Text Request started with very basic steps to begin driving more traffic to its website. These changes included technical updates to their website, increased site speed, and a new content strategy. The updates to their website made the site more appealing to viewers, and the increased site speed led to a lower bounce rate. Of course, a documented content strategy should be a priority for any company hoping to grow its digital footprint.

2. Create 10x content.

The term ‘10x content’ was coined by Moz founder Rand Fishkin. Essentially, you create content that is ten times better than that which appears in the top search results for that subject. Sounds overwhelming. But think about it in terms of three specific audiences:

  • Me: If you wouldn’t consider the content you’re creating valuable, then it most likely won’t add value for others.
  • Targets: In order to add value and answer questions and/or inform prospects on a topic, understand what your target audience is lacking and fill that need.
  • Competitors: By creating content that is better than the competition, you validate yourself as an industry leader.

3. Revamp existing content.

Content published months or even years ago doesn’t have to fade out. Updating older content gives these posts a renewed value. This is an important part of our content strategy here at Fronetics.

As part of his mission to increase organic traffic, Burke dug through older content to find posts he could revamp, updating as many as 60 posts in 5 months. That may seem like a lot. But, oftentimes, updating older content is easier than starting from scratch — especially if the topics are still relevant and just need updated statistics and research. By revising outdated material, Burke is “confident that they made a huge impact on our organic search traffic.”

4. Strive for backlinks.

Backlinks are incoming links to pages on your website from other websites. If the websites linking to your content are of high quality, search engines will start to consider your website more valuable — otherwise, why would these quality sites link to you? Thus, backlinks are an important component of a search engine optimization strategy.

Understanding their importance in driving organic traffic, Burke worked to improve the amount of backlinks to Text Request’s website. “From December to May, we grew our total number of backlinks by about 60%, which, in addition to driving referral traffic, boosted our standing with search engines.”

Most of the backlinks came from three specific places: HARO, guest posts, and earned links. Most important to earning backlinks was the research Text Request published in its content, which other companies found valuable — valuable enough to cite and link to in their content. These links were validation that the 10x content strategy was paying off for Text Request.

Results

With these four simple steps, Text Request saw a 120% growth in organic traffic to its website. The company more than doubled traffic in five months. More traffic = increased brand awareness = more prospective customers and leads = more sales.

While Burke was able to get pretty dramatic results very quickly, it’s important to note that improvements to your website’s search engine optimization do, most often, take some time to unfold. But, over time, results of your work will continue to amplify

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