SEO Strategy: 5 Reasons Why It’s More Important Than Ever For B2B Marketers

Why do B2B marketers need SEO? For B2B marketers coping with the global health crisis, search engine optimization (SEO) is showing its strength, stability, and resiliency in many forms. SEO has seen better performance and consistency than other marketing tactics during the pandemic, as we’ll explore with data from recent surveys and reports, and with more consumers than ever conducting business online and searching for best-answer solutions, many B2B marketers may find that the time is right to increase focus on SEO. Here are five reasons why SEO is more important than ever for B2B marketers. 1 — SEO is[…]

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Break Free B2B Marketing: Gary Gerber on Scaling ABM without Losing Focus

When people think of account-based marketing (ABM), they tend to think of it as a smaller-scale practice. Since ABM is fundamentally built around focus in the aligned pursuit of high-value accounts, it’s often associated with a significant reduction in target market scope (i.e., “Let’s narrow down to our 20-30 most promising accounts). This itself is a constraint from which B2B marketers need to break free, which is why Gary Gerber stood out as a fitting guest for the first interview in our second season of Break Free B2B. At B2B Marketing Exchange in February, he sat with TopRank Marketing President[…]

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Where’s the Marketing in Content Marketing? 10 Essential Promotion Tactics That Drive Results

My marketing journey was born out of SEO roots, where the priority of content promotion has always been high in order to create the kind of accountable marketing performance that matters. In contrast, I see a lot of brands putting the majority or all of their investment towards content creation without qualitative or quantitative effort towards the promotion of that content. An imbalance of content creation and promotion is not only frustrating potential marketing performance, but it’s wasting the investment made in creating great content. What good is that great content if no one sees it? Below are 10 content[…]

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Digital Marketing News: Micro-Influencers See Rising Engagement, Marketers Turn to SEO During Crisis, YouTube Launches Shorts, & 4 New Pandemic Marketing Reports

SEO will be a primary focus for marketers during the downturn, says survey Search Engine Optimization (SEO) is poised to see increased budget spending during the pandemic, according to recently-released survey results, also showing that organic and paid search were the two top performing channels among multiple industries during 2019. Marketing Land ANA: Most Brands Have Adjusted Their Creative Since COVID-19 Named A Pandemic 92 percent of marketers have made changes to their campaigns since the pandemic began, with 46 percent having reported substantial changes and 42 percent having indicated that they’ve made more moderate changes, according to newly-released survey[…]

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6 Unconventional Social Channels for B2B Marketing

This just in: B2B doesn’t have to be boring! People who are on B2B buying committees like to be entertained just as much as everyone else. They use the same social media sites as B2C consumers do, too.  Sorry to drop so many knowledge bombs in one paragraph. Take a minute to let it all sink in. Okay, so maybe self-isolation is making me more snarky than usual. I’m glad that we don’t have to constantly explain why B2B marketing not only can be, but must be relatable and creative. But there’s one mental obstacle most of us are still[…]

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Best SEO Tips for Marketing During the Pandemic Plus 9 Top SEO Platforms

How does search engine optimization (SEO) shine during a pandemic, and how can B2B marketers make sure they’re doing all they can with the platforms and tools at their disposal? For decades SEO platforms have been an integral part of the marketing and research efforts of growing numbers of major B2B brands — each offering a seemingly unending array of ever more helpful features, along with the data insights needed to help businesses succeed. With 51 percent of primarily B2B global marketing professionals seeing data insights and analysis as the single most important element when implementing a marketing technology stack,[…]

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Active Social Media Listening: Tips for a New Era of COVID-19

If you want to have a good business meeting, you want all the participants to actively listen. This requires participants go beyond hearing, and engage and analyze to form an actionable plan. It’s the same with social media listening. It requires marketers to move beyond monitoring to analyzing the full situation, which can often be a moving target. Social media listening is an important first step when starting a new campaign or addressing a situation. When the current situation is heightened with a national emergency, marketers need to key in on their audience at a new level. COVID-19 has changed[…]

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Take the 2020 B2B Influencer Marketing Survey

Influencer Marketing is positioned to address some of the key B2B marketing challenges of our time: declining buyer trust, improving content quality, reach and effectiveness. On top of that, business marketers are now faced with the additional challenge of in-person marketing being taken out of the mix with many shifting to pure digital and and purpose driven programs. Influencer Marketing presents an even greater opportunity for B2B brands in an all-digital environment to attract and engage customers with authentic content that builds trust. While there’s plenty of momentum and recent attention towards influencer marketing for B2B companies, the majority of[…]

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Digital Marketing News: Influencers See Surging Engagement, COVID-19’s Impact on B2B Marketers, & New Opportunities For Building Brand Trust

Influencers see surge in engagement, want to help SMBs While other forms of marketing have generally seen decreased effectiveness figures during the coronavirus pandemic, influencer marketing has seen surging social media engagements and impressions, with some 70 percent of influencers seeing audiences seeking guidance from them during the crisis, according to recently-released survey data of interest to digital marketers. Influence Central Forrester: Brands must build trust as coronavirus saps consumer sentiment Although brands have been facing decreased consumer confidence due to the coronavirus pandemic, some are also achieving new levels of trust by helping consumers regain a sense of control,[…]

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5 Ways SEO Can Shine a Light on Your Unseen B2B Content

“Look, marketers. Everywhere the light touches is content beloved by customers.” “But what about that shadowy place over there?” “That’s our unseen content. We worked hard to create it, but nobody ever visits it.” “That’s really depressing.” “That’s life.” Okay, sorry to bring the room down. And I’m also sorry to say that it gets worse. A recent study found that 69% of all web content is not seen by consumers. The remaining 31% is our kingdom. Fortunately, there are many ways to create content that beats the odds. For example, you can co-create with influencers, or experiment with interactive[…]

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5 Stars: 20+ Tips to Invigorate Your B2B Marketing Using Testimonials & Reviews

What’s in a review? With the right client testimonials and customer reviews, B2B brands can increase trust and loyalty in uncertain times while strengthening existing connections and fostering new ones. Your brand may even be sitting on a goldmine of evergreen trust-building user-generated content. Let’s take a look at 20+ tips to invigorate and expand your B2B marketing toolkit with a smart customer review and testimonial strategy. Making The Statistical Case For Testimonials & Reviews With some surveys showing that  90 percent of adult Internet users rely on reviews before making purchases, and others placing the figure even higher at[…]

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6 Tips to Keep B2B Marketing Teams in Rhythm While Working Remotely

In these unconventional times, many work teams are grappling with an unconventional dynamic: fully distributed personnel and remote collaboration. This setup presents a number of challenges, but thankfully we live in a time where technology makes it easier than ever to stay connected and tightly aligned on our work. For B2B agencies like TopRank Marketing, this has always been a point of emphasis. In servicing clients from around the globe, we’re accustomed to communicating across distances, borders, and time zones. We occasionally have our own team members work from home, and in fact, we have a few who do so[…]

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Four Opportunities for Focus to Improve B2B Marketing

While uncertainty can be distraction, now is a time for focus in the B2B marketing world. Beyond figuring out the new logistics and operations of remote work, paused marketing efforts and the urgent need to keep employees, customers and community safe and healthy, there’s still a need for marketing. In fact, the areas of focus below are relevant in any time but are worth considering over the coming weeks and months. Align content strategy with the entire marketing funnel.   Successful business marketers are doing more than ever to understand the customer journey and realize that in today’s environment, buyers are[…]

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Digital Marketing News: Coronavirus’ Impact on Marketing Budgets & Social Media Usage, LinkedIn’s New Conversation Ads, & Instagram Story Changes

LinkedIn rolls out Conversation Ads, aimed at improving personalization in messaging LinkedIn has begun launching its new Conversation Ads, with real-time engagement ad options that include multiple calls-to-action. Conversation Ads are rolling out to all LinkedIn (client) advertisers over the next several weeks, the firm recently announced. Marketing Land Social Media Consumption Grows Amid Coronavirus Social media usage has sharply increased in the midst of the COVID-19 pandemic. Certain Instagram #ad campaign post likes have seen an increase of up to 76 percent during the past two weeks, as the majority of workers have shifted to temporary remote work. AList[…]

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A Well-Oiled Machine: Why Every B2B Marketing Team Needs Marketing Operations

What makes a B2B marketing campaign great? Is it a creative theme that catches your attention? Is it the insightful expertise featured within? Is it the number of leads it produced? Answer: it’s all of those things and more. Great B2B marketing campaigns have great ideas and great execution. But great execution is hard to achieve. It demands excellent resourcing, swift approvals, streamlined processes, and more. And as you may have noticed, these aren’t marketing functions. They’re operational functions. For your B2B marketing campaigns to truly be successful, you need someone leading the operational side of things. You need marketing[…]

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