August 26, 2020
  • by

Do you need help with marketing material or software?

Person by winter campfire and illuminated tent under tall snowy pines.

Person by winter campfire and illuminated tent under tall snowy pines.

What will it take in 2021 for B2B marketers to break through the mundane and reach the sublime?

Post-pandemic success isn’t likely to come for those who settle for the same old B2B marketing efforts, even if some do have a lengthy track-record.

Looking ahead to an as-yet unknown new B2B marketing landscape can be a bit of a guessing game, however examining powerful award-winning marketing efforts can at least offer us a glimpse of how imaginative storytelling on a global scale is likely to play a greater role in what eventually emerges.

Let’s jump right in and take a look at five examples of the type of imaginative and refreshing marketing efforts that may play a greater role in the future of B2B marketing.

1 — IBM’s Code & Response

IBM Image

IBM used an original documentary 73-minute film to celebrate the creativity and compassion of tech developers around the world, and the effort led to the company’s IBM Developer unit launching a four-year Code and Response initiative aimed at helping communities needing critical aid.

IBM’s 2020 Call for Code Global Challenge encourages developers to build solutions for everything from COVID-19 to climate change, and offers an open-source technical library filled with online tutorials, code, and tactical insight.

The film has won more than 80 awards from The Webby Awards to the Association of National Advertisers (ANA), and is part of a broad campaign that incorporates a wide variety of digital imagery, video, social promotion, a dedicated micro-site, and more.

2 — SAP’s Tech Unknown

SAP Image

Our client SAP’s ongoing #TechUnknown podcast series — hosted by Tamara McCleary — has utilized industry experts to drive fascinating discussions “From the Edge of Next” in an easy to consume entertaining and educational  format.

Recent episodes explore intelligent spend management, why employee experience matters in a newly remote world, and how intelligent analytics can help unearth hidden treasure in business data.

A case study, “B2B Podcast Engages Thought Leaders, Reaches Millions, Smashes Download Benchmarks by Double-Digits,” also digs into the podcast series and its continuing success.

3 — Microsoft’s Changing the Game

Microsoft Immortal Awards Image

Garnering over a billion impressions, Microsoft’s vast and award-winning Changing the Game initiative centered around the company’s efforts to help gamers of all abilities play and compete in new ways.

Incorporating social media efforts, mainstream media conversations, and a Super Bowl spot, Microsoft’s efforts surrounding the launch of its Xbox Adaptive Controller show a glimpse of how post-pandemic marketing campaigns may increasingly look.

Changing the Game continues to pull in awards, including the recent The One Show 2020 CMO Pencil for Microsoft chief brand officer Kathleen Hall.

“The success of the campaign stems from the XAC being true to our DNA, from how the product was developed at a hackathon to sharing it with the world at the Super Bowl through the stories of real children, showcasing that ‘When everybody plays, we all win.’,” Hall noted.

4 — Omidyar Network / Thomson Reuters Foundation’s #COVID-19: The Bigger Picture

Omidyar Image

Impact investment firm The Omidyar Network — established by eBay founder Pierre Omidyar — and the Thomson Reuters Foundation joined together for #COVID-19: The Bigger Picture, a photojournalism initiative examining the human impact of the pandemic.

The project incorporates a five-part series of photo essays and a global photography award, and highlights the increasing importance powerful visual digital assets will have in marketing during 2021 and beyond.

It also speaks to how a bespoke awards event can create additional engagement opportunities, as we outlined for client Alcatel-Lucent Enterprise (ALE) in “Case Study: Unique Influencer Content Campaign Drives Awareness, Engagement, and 6-Figure Leads.”

“This pandemic is a global crisis like no other, affecting every person on the planet,” Antonio Zappulla, Thomson Reuters Foundation CEO observed. “The world is grappling daily to understand its scale and severity against an onslaught of information and misinformation. It has never been more critical to lean on the power of journalism excellence to cut through the noise with accurate and impartial storytelling. With the Foundation’s legacy and global reach, we are proud to be part of such a critical and innovative project,” Zappulla added.

5 — GoDaddy’s 2020 Global Entrepreneurship Survey

GoDaddy Image

For its 2020 Global Entrepreneurship Survey, GoDaddy sought to learn how the global health crisis has affected businesses, and reached out to more than 5,000 small business owners worldwide in an effort that produced a 35-page report, a series of videos, and other social-media-friendly content.

How B2B firms conduct business with small businesses can be a microcosm of the broader B2B marketing landscape, and GoDaddy’s survey offers a variety of helpful insight including findings showing that one in six have begun a new venture during the pandemic.

“This underscores the resilience of the entrepreneurial spirit and offers some hopeful insight into their collective future,” Melissa Schneider, GoDaddy vice president of global marketing operations observed.

Slingshot Your Post-Pandemic Marketing To New Heights

via GIPHY

The examples we’ve looked at here from IBM, SAP, Microsoft, Omidyar Network / Thomson Reuters Foundation, GoDaddy and others can help inspire us as we make the move to 2021, and by using some of the award-winning methods these firms have harnessed, we can better adapt to an eventual post-pandemic B2B marketing landscape.

We hope you’ve found at least a few new B2B marketing ideas among those we’ve gone into here, that you’ll find them useful as you create new campaigns, and that they’ll also help build your own team’s knowledge.

If you are looking for help with your own B2B marketing efforts, check out our new groundbreaking 2020 State of B2B Influencer Marketing Research Report, and contact us to find out why top brands from Adobe and LinkedIn to Dell and AT&T have chosen TopRank Marketing.

The post 5 Refreshing Examples of Imaginative B2B Marketing To Inspire You in 2021 appeared first on Online Marketing Blog – TopRank®.

August 26, 2020
  • by

Did you know you could market your business online at a very low cost?

Best Shipping Tape

If your small business ships a lot of packages, it’s important to avoid accidents by using the best shipping tape. Each small business may have different needs or preferences when it comes to tapes. Some may prefer clear tape. Others may opt for heavy-duty versions. Understanding the options can help you make the right choice for the specific items you need to ship.

Here is our list of the top choices in each category.

Best Clear Tape Best Heavy Duty Tape Best Adhesive Tape
Duck Brand Clear Heavy Duty Packaging Tape Tape King Clear Packing Tape Scotch Heavy Duty Shipping Packaging Tape
Duck Brand Clear Heavy Duty Packaging Tape Tape King Clear Packing Tape Scotch Heavy Duty Shipping Packaging Tape
Buy on Amazon Buy on Amazon Buy on Amazon

Shipping Tape to Consider

There are tons of different attributes to consider when purchasing shipping or packaging tape. Some come in a single roll. Others arrive in bulk. Some have dispensers. Others offer a stronger adhesive bond. Here’s a selection of some of the top options currently available in each category. The list below should help with your search for the best tape.

Best Shipping Tapes

These options provide a basic solution for those who ship packages occasionally. These options tend to be economical and easy to use. They’re perfect for new businesses or those that ship small items.

Scotch Brand Strapping Tape

From Scotch, this tape is reinforced with fiberglass to handle heavyweight and provide a strong bond. It measures 1.88 inches by 30 yards. And each roll is priced at $4.99.

Mr. Pen Packing Tape

This two-pack of packing tapes is known for being clear, smooth, and odorless. From Mr. Pen, it’s ideal for packing and mailing. And each roll measures 2 inches by 60 yards. The pack of two runs for $6.45.

Ultra Durable Water Activated Tape

Those who need a strong bond for their shipments can opt for this Craft Gum Tape. It measures 2.75 inches wide by 450 feet long. And it has a water-activated adhesive that is designed to stay put even in rough conditions. It’s also reinforced with fiberglass for an extra-strong bond. And each roll is priced at $20.56.

AmazonBasics Moving and Storage Packing Tape

Those who want a simple solution can opt for this pack from AmazonBasics, which includes six rolls. Each one measures 2.83 inches by 54.6 yards. And you can use it with a tape gun, though one is not included. This six-pack is priced at $18.01.

T-REX Clear Packing Tape with Dispenser

If you just need a small amount of tape for your packages, this option from T-REX is easy and affordable. It measures 1.88 inches by 15 yards. And it comes with a dispenser that’s already attached. It meets postal regulations and provides an instant stick due to hot melt adhesive. Priced at $3.99, it’s one of the most affordable options available.

Best Heavy Duty Shipping Tapes

If you need to ship large packages, you need tapes that are up to the challenge. These options provide a strong adhesive bond and enough thickness to stand up to even the toughest taping jobs.

Scotch Tape Heavy Duty Shipping Packaging Tape

This packing tape from Scotch runs 1.88 by 800 inches. It includes six rolls, each with its own dispenser for easy to use application. It is also guaranteed to stay put or 3M will refund the purchase price. It includes a strong seal for all boxes. And it currently runs for $22.99.

PERFECTAPE Heavy Duty Packing Tape

This is another durable six-pack of tapes from PERFECTAPE. It’s meant as a refill for those who already have dispensers, so you’ll need to purchase that part separately. Each roll measures 1.88 inches by 60 yards. And it offers strong adhesion and decent clarity. The price is currently $11.99.

JARLINK Clear Packing Tape

This tape from JARLINK also falls into the durable category because of its strong, quality adhesive. It measures 1.88 inches wide by 60 yards. And there are a total of twelve rolls in the pack. Additionally, it is 2.7mil thick. So it’s one of the thickesr options available. It’s also made to fit into standard tape dispensers or guns, though this doesn’t come with the purchase. The cost is $20.99.

Duck HD Clear Heavy Duty Packing Tape Refill

From Duck brand, this pack of tape includes six refill rolls measuring 1.88 inches by 54.6 yards. The brand says it meets postal regulations for shipping. And it offers crystal clarity for a professional appearance, along with adhesive that is meant to hold up in a variety of conditions. The current price is $22.99.

Tape King Clear Packing Tape

This strong tape from Tape King is especially thick at 3.2mil. It comes in a pack of six refill rolls. And each one measures 2 inches by 60 yards. It’s made specifically for commercial and industrial use. So this may be one of the better options for, especially heavy shipments. It’s priced at $12.97.

Best Bulk Tapes

If you need a ton of tape options for your business search no more. Here are some options that can keep your warehouse stocked.

iMBAPrice 3 Inches Shipping Packing Tape

Businesses that shop a lot may opt for a bulk option like this one from iMBAPrice. It’s thicker than many of the other options at 3 inches wide. Each roll also measures 110 yards. It’s a brown tape. So even though it’s not clear, it should blend in with most cardboard boxes. The price for 24 rolls is $41.99.

Tape King Clear Packing Tape

Those that want a clear tape in bulk might consider this option from Tape King. Each roll measures 3 inches by 60 yards. And the pack comes with 24 refill rolls for $53.99.

ELFTAPE Packing Tape Rolls

This package of packing tapes from ELFTAPE includes 36 rolls. The transparent acrylic tape can be used for shipping, moving boxes, and various other tasks. Each one is 2 inches wide by 55 yards long. And a pack of 36 rolls runs for $58.35.

Duck Brand Clear Heavy Duty Packaging Tape

This pack of packaging tape from Duck brand comes with an acrylic adhesive that forms a strong bond. Each roll is ultra-clear and measures 1.88 inches by 54.6 yards. A 24 pack runs for $49.93.

Scotch Heavy Duty Shipping Packaging Tape

From Scotch, this package of packing, moving, and shipping tapes offers durability and ease of use. Each roll measures 1.88 by 54.6 yards. They fit into standard dispensers and come with a box that makes it easy to grab a new roll when needed. A pack of 18 runs for $73.38.

What is the difference between packing tape and shipping tape?

The tape for packing and shipping looks and functions pretty much the same way upon first glance. But the adhesive used in each one is designed for a specific task. Tape for packaging is meant to stay in place for long periods and hold up to heat, humidity, and other extreme conditions such as longterm storage. Shipping tape is instead meant to hold up against impact and rough handling of boxes while moving.

Can you use duct tape for shipping?

No, you should not use this tape. The adhesive used in this kind of tape does not adhere effectively to cardboard, so there’s a good chance that it will come off or get damaged during transit. In fact, USPS, UPS, and FedEx all caution against using it if you want to ship something.

What’s the best way to tape up a shipping box?

Start by taping the bottom of the box before placing any items inside. Place tape lengthwise across all of the seams. Cut the piece of tape that runs between the two main flaps a few inches longer than needed so it runs up the sides. After filling the box, repeat the process on the top.

Feature Image: Depositphotos.com

This article, “Best Shipping Tape Choices in 2020” was first published on Small Business Trends

August 24, 2020
  • by

Did you lose your job or business in this pandemic?

2020 August 21 MarketingCharts Chart

2020 August 21 MarketingCharts Chart

The Most Significant Challenges to B2B Brand-Building
Unclear strategy, performance measurement unsurety, low priority brand-building and foggy messaging are the leading brand reach amplification challenges faced by B2B marketers, according to recently-released survey data of interest to digital marketers. MarketingProfs

‘You get 2 seconds to engage consumers online’: Mars neuroscientist shares key findings
Digital marketers have just two seconds to capture consumers’ attention and five to make an impact, according to newly-released neuroscience study data, also showing that memory encoding is key as duration time has dropped. The Drum

Facebook Adds New Paid Events Options for Businesses and Creators
Facebook has made direct in-stream purchase options available for eligible Facebook business pages in 20 countries including the U.S., offering digital marketers new monetization and event marketing options, the social media giant recently announced. Social Media Today

Twitter users can now control who replies to their tweet
Twitter has rolled out new user options for managing who can reply to tweets on the platform, allowing posters to specify that everyone can reply, only those they follow, or only users mentioned in a tweet, the firm recently announced. Reuters

Google Ads Performance Planner Added Shared Budgets, Shared Access & Conversion Delays
Google has rolled out three new budget planning features to its widely-used Google Ads management utilities, including better use of conversion delays, team shared access, and downloadable budgeting forecast data, the search giant recently announced. Search Engine Roundtable

The rise of the avatar as a marketing medium
The global health crisis has brought new marketing opportunities for the use of avatars usable in any number of virtual worlds, and AdAge takes a look at the trend here. AdAge

2020 August 21 Statistics Image

The World’s Biggest Brands Are Spending More in Programmatic
The largest brands have been spending more on programmatic advertising, according to recently-released World Federation of Advertisers (WFA) study data, also showing that 74 percent of the world’s biggest brands partner with an agency. Ad Week

Facebook Is Testing New Post-Level Analytics for Groups
Facebook has launched new analytics features for group administrators, allowing digital marketers a more detailed look at active member views, post hides, image views, and other metrics, the firm recently announced. Social Media Today

Instagram rolls out suggested posts to keep you glued to your feed
Facebook-owned Instagram has released a new feature update that shows posts from accounts users don’t follow once they have reached the end of their traditional feed, creating both an endless feed and new ad options for marketers, the firm recently announced. The Verge

B2B Marketers Lend Their Support to Influencer Programs
96 percent of B2B marketers engaging in influencer marketing find their program successful, with 84 percent also noting that influencer marketing can achieve brand awareness — two of dozens of insights from the TopRank Marketing 2020 State of B2B Influencer Marketing Research Report, examined here by MarketingCharts. MarketingCharts

ON THE LIGHTER SIDE:

2020 August 21 Marketoonist Comic

A lighthearted look at “the evolution of digital transformation” by Marketoonist Tom Fishburne — Marketoonist

New California Energy Tax Makes You Pay 10 Cents to Open a New Browser Tab — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • SAP — How SAP puts purpose into practice — AdAge
  • Lee Odden — 2 Questions To Ask Before Building Your B2B Ambassador Program — Forbes
  • TopRank Marketing — B2B Marketers Lend Their Support to Influencer Programs — MarketingProfs
  • Lee Odden — Influencer marketing set to be the next big thing, apparently — Meetings & Incentive Travel Magazine
  • Lee Odden — 5 B2B Content Marketing Trends to Take in 2021 — V3Broadsuite
  • Lee Odden — What’s Trending: Renew Your Content Strategy Commitment — LinkedIn (client)
  • Lee Odden — CoronaCocktails 8.18 – The Norse God, Lee Odden [Podcast] — Joseph Jaffe / CoronaTV
  • Lee Odden — Instagram Influencer Marketing Myths, Debunked — HubSpot
  • TopRank Marketing — Affiliate Marketing News — Jason Hulott
  • Nick Nelson — 10 Ways to Tailor Your Marketing Strategy to Your Business — Small Business Trends
  • Debbie Friez — How Farm Life Prepared Me Sheltering In Place — Debbie Friez
  • Lee Odden — New Essentials for Commerce: SEO, Content Marketing, and Influencers — inRiver
  • Lee Odden /TopRank Marketing — TopRank data shows 74% of B2B pros believe influencer marketing could improve CX — 360 Magazine
  • Lee Odden — CoronaCocktails 8.18 – The Norse God, Lee Odden [Video] — Joseph Jaffe
  • TopRank Marketing — Cover Your Bases: How to Use LinkedIn for Agent Recruiting — New Horizons
  • TopRank Marketing — 15 Best Digital Marketing Blogs Filled With Valuable Advice — SEO Basics

Have you found your own top marketing stories from the past week of news? Please let us know in the comments below.

Thanks for joining us, and please return again next Friday and tune in for another array of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Top B2B Brand-Building Challenges, Online Engagement Gets Just 2 Seconds, Facebook’s New Paid Event Options, & Google’s Shared Ad Budgeting appeared first on Online Marketing Blog – TopRank®.

August 23, 2020
  • by

Do you know anyone that likes to shop online?

2020 August 21 MarketingCharts Chart

2020 August 21 MarketingCharts Chart

The Most Significant Challenges to B2B Brand-Building
Unclear strategy, performance measurement unsurety, low priority brand-building and foggy messaging are the leading brand reach amplification challenges faced by B2B marketers, according to recently-released survey data of interest to digital marketers. MarketingProfs

‘You get 2 seconds to engage consumers online’: Mars neuroscientist shares key findings
Digital marketers have just two seconds to capture consumers’ attention and five to make an impact, according to newly-released neuroscience study data, also showing that memory encoding is key as duration time has dropped. The Drum

Facebook Adds New Paid Events Options for Businesses and Creators
Facebook has made direct in-stream purchase options available for eligible Facebook business pages in 20 countries including the U.S., offering digital marketers new monetization and event marketing options, the social media giant recently announced. Social Media Today

Twitter users can now control who replies to their tweet
Twitter has rolled out new user options for managing who can reply to tweets on the platform, allowing posters to specify that everyone can reply, only those they follow, or only users mentioned in a tweet, the firm recently announced. Reuters

Google Ads Performance Planner Added Shared Budgets, Shared Access & Conversion Delays
Google has rolled out three new budget planning features to its widely-used Google Ads management utilities, including better use of conversion delays, team shared access, and downloadable budgeting forecast data, the search giant recently announced. Search Engine Roundtable

The rise of the avatar as a marketing medium
The global health crisis has brought new marketing opportunities for the use of avatars usable in any number of virtual worlds, and AdAge takes a look at the trend here. AdAge

2020 August 21 Statistics Image

The World’s Biggest Brands Are Spending More in Programmatic
The largest brands have been spending more on programmatic advertising, according to recently-released World Federation of Advertisers (WFA) study data, also showing that 74 percent of the world’s biggest brands partner with an agency. Ad Week

Facebook Is Testing New Post-Level Analytics for Groups
Facebook has launched new analytics features for group administrators, allowing digital marketers a more detailed look at active member views, post hides, image views, and other metrics, the firm recently announced. Social Media Today

Instagram rolls out suggested posts to keep you glued to your feed
Facebook-owned Instagram has released a new feature update that shows posts from accounts users don’t follow once they have reached the end of their traditional feed, creating both an endless feed and new ad options for marketers, the firm recently announced. The Verge

B2B Marketers Lend Their Support to Influencer Programs
96 percent of B2B marketers engaging in influencer marketing find their program successful, with 84 percent also noting that influencer marketing can achieve brand awareness — two of dozens of insights from the TopRank Marketing 2020 State of B2B Influencer Marketing Research Report, examined here by MarketingCharts. MarketingCharts

ON THE LIGHTER SIDE:

2020 August 21 Marketoonist Comic

A lighthearted look at “the evolution of digital transformation” by Marketoonist Tom Fishburne — Marketoonist

New California Energy Tax Makes You Pay 10 Cents to Open a New Browser Tab — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • SAP — How SAP puts purpose into practice — AdAge
  • Lee Odden — 2 Questions To Ask Before Building Your B2B Ambassador Program — Forbes
  • TopRank Marketing — B2B Marketers Lend Their Support to Influencer Programs — MarketingProfs
  • Lee Odden — Influencer marketing set to be the next big thing, apparently — Meetings & Incentive Travel Magazine
  • Lee Odden — 5 B2B Content Marketing Trends to Take in 2021 — V3Broadsuite
  • Lee Odden — What’s Trending: Renew Your Content Strategy Commitment — LinkedIn (client)
  • Lee Odden — CoronaCocktails 8.18 – The Norse God, Lee Odden [Podcast] — Joseph Jaffe / CoronaTV
  • Lee Odden — Instagram Influencer Marketing Myths, Debunked — HubSpot
  • TopRank Marketing — Affiliate Marketing News — Jason Hulott
  • Nick Nelson — 10 Ways to Tailor Your Marketing Strategy to Your Business — Small Business Trends
  • Debbie Friez — How Farm Life Prepared Me Sheltering In Place — Debbie Friez
  • Lee Odden — New Essentials for Commerce: SEO, Content Marketing, and Influencers — inRiver
  • Lee Odden /TopRank Marketing — TopRank data shows 74% of B2B pros believe influencer marketing could improve CX — 360 Magazine
  • Lee Odden — CoronaCocktails 8.18 – The Norse God, Lee Odden [Video] — Joseph Jaffe
  • TopRank Marketing — Cover Your Bases: How to Use LinkedIn for Agent Recruiting — New Horizons
  • TopRank Marketing — 15 Best Digital Marketing Blogs Filled With Valuable Advice — SEO Basics

Have you found your own top marketing stories from the past week of news? Please let us know in the comments below.

Thanks for joining us, and please return again next Friday and tune in for another array of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Top B2B Brand-Building Challenges, Online Engagement Gets Just 2 Seconds, Facebook’s New Paid Event Options, & Google’s Shared Ad Budgeting appeared first on Online Marketing Blog – TopRank®.

August 23, 2020
  • by

How easy is it to market online?

digital sales funnel

The step-by-step free webinars Zoho is offering are designed to give you a basic knowledge base about your digital brand.

The lessons started with Setting Up Your Website, followed by Establishing Your Brand Story and Elements of Website Design.

Next up is Converting Visitors to Leads: Web Forms, CTAs (Call to Actions), and Other Tools. Together these webinars will teach you what you need to know to get your digital commerce up and running.

With this particular lesson, you will learn best practices for optimizing web forms and CTAs in order to maximize the number of visitor conversions on your site. The beauty of these courses is they will teach you exactly what you need to know. And with the information you gain from them, you will have a better understanding of what else you need to learn.

Remember this Zoho Educational Webinar, as well as all the other ones, are completely free. The first less begins on August 26, so you still have time to get ready and register for all of them.

Converting Visitors to Leads: Web Forms, CTAs, and Other Tools will take place on September 16, 2020, from 1- 2 p.m. EST.

Click the red button and register now.

Register Now



Featured Events, Contests and Awards

Educational Webinar: Setting up Your WebsiteEducational Webinar: Setting up Your Website
August 26, 2020, Online

Learn the basics of choosing and registering a domain name. We’ll also go over web hosting options so you can decide what’s best for your business.


Educational Webinar: Establishing Your Brand StoryEducational Webinar: Establishing Your Brand Story
September 2, 2020, Online

Learn how to find, incorporate, and use your brand’s voice throughout your website to increase website traffic, improve customer engagement, and drive brand loyalty.


Educational Webinar: Elements of Website DesignEducational Webinar: Elements of Website Design
September 9, 2020, Online

Join us to learn about fonts, color schemes, and gain a basic understanding of visual hierarchy.


Educational Webinar: Converting Visitors to LeadsEducational Webinar: Converting Visitors to Leads
September 16, 2020, Online

Learn best practices for optimizing webforms and CTAs in order to maximize the number of visitor conversions on their site.


Getting Started with Zoho OneGetting Started with Zoho One
September 23, 2020, Online

In this presentation, we will walk through an overview of Zoho One using real case studies from Zoho customers to demonstrate different ways Zoho One can support your business.


Small Business Expo 2020 - PHILADELPHIASmall Business Expo 2020 – PHILADELPHIA
October 28, 2020, Philadelphia, PA

Small Business Expo is a FREE one-day event to attend for small businesses to network, attend great business-growth workshops, build new business relationships, exchange ideas, shop from new vendors and learn from leading industry experts. If you are serious about starting or growing your business, Small Business Expo is a “must attend” event. Small Business Expo is the #1 Business to Business Networking Event for business owners, entrepreneurs, start-ups, decision-makers or anyone who works for a small business or is interested in starting a Small Business.


LinkUpConferenceShowLinkUpConferenceShow
November 12, 2020, Online

LinkUpConferenceShow (LUCS) is a digital networking conference that merges the incredibly dynamic worlds of tech and comedy to provide informative and personalized networking opportunities designed to help executives, entrepreneurs, business leaders and tech professionals grow and scale their businesses. LUCS is the tech conference that combines Silicon Valley insights with New York’s nonstop energy to bring the technology community a totally new virtual experience designed to inspire, engage and entertain.


More Events

More Contests

This weekly listing of small business events, contests and awards is provided as a community service by Small Business Trends.

You can see a full list of events, contest and award listings or post your own events by visiting the Small Business Events Calendar.

Image: Depositphotos.com

This article, “Zoho Webinar Focuses on Using Your Digital Brand to Convert Sales Leads” was first published on Small Business Trends

August 23, 2020
  • by

Do you know anyone that likes to shop online?

digital sales funnel

The step-by-step free webinars Zoho is offering are designed to give you a basic knowledge base about your digital brand.

The lessons started with Setting Up Your Website, followed by Establishing Your Brand Story and Elements of Website Design.

Next up is Converting Visitors to Leads: Web Forms, CTAs (Call to Actions), and Other Tools. Together these webinars will teach you what you need to know to get your digital commerce up and running.

With this particular lesson, you will learn best practices for optimizing web forms and CTAs in order to maximize the number of visitor conversions on your site. The beauty of these courses is they will teach you exactly what you need to know. And with the information you gain from them, you will have a better understanding of what else you need to learn.

Remember this Zoho Educational Webinar, as well as all the other ones, are completely free. The first less begins on August 26, so you still have time to get ready and register for all of them.

Converting Visitors to Leads: Web Forms, CTAs, and Other Tools will take place on September 16, 2020, from 1- 2 p.m. EST.

Click the red button and register now.

Register Now



Featured Events, Contests and Awards

Educational Webinar: Setting up Your WebsiteEducational Webinar: Setting up Your Website
August 26, 2020, Online

Learn the basics of choosing and registering a domain name. We’ll also go over web hosting options so you can decide what’s best for your business.


Educational Webinar: Establishing Your Brand StoryEducational Webinar: Establishing Your Brand Story
September 2, 2020, Online

Learn how to find, incorporate, and use your brand’s voice throughout your website to increase website traffic, improve customer engagement, and drive brand loyalty.


Educational Webinar: Elements of Website DesignEducational Webinar: Elements of Website Design
September 9, 2020, Online

Join us to learn about fonts, color schemes, and gain a basic understanding of visual hierarchy.


Educational Webinar: Converting Visitors to LeadsEducational Webinar: Converting Visitors to Leads
September 16, 2020, Online

Learn best practices for optimizing webforms and CTAs in order to maximize the number of visitor conversions on their site.


Getting Started with Zoho OneGetting Started with Zoho One
September 23, 2020, Online

In this presentation, we will walk through an overview of Zoho One using real case studies from Zoho customers to demonstrate different ways Zoho One can support your business.


Small Business Expo 2020 - PHILADELPHIASmall Business Expo 2020 – PHILADELPHIA
October 28, 2020, Philadelphia, PA

Small Business Expo is a FREE one-day event to attend for small businesses to network, attend great business-growth workshops, build new business relationships, exchange ideas, shop from new vendors and learn from leading industry experts. If you are serious about starting or growing your business, Small Business Expo is a “must attend” event. Small Business Expo is the #1 Business to Business Networking Event for business owners, entrepreneurs, start-ups, decision-makers or anyone who works for a small business or is interested in starting a Small Business.


LinkUpConferenceShowLinkUpConferenceShow
November 12, 2020, Online

LinkUpConferenceShow (LUCS) is a digital networking conference that merges the incredibly dynamic worlds of tech and comedy to provide informative and personalized networking opportunities designed to help executives, entrepreneurs, business leaders and tech professionals grow and scale their businesses. LUCS is the tech conference that combines Silicon Valley insights with New York’s nonstop energy to bring the technology community a totally new virtual experience designed to inspire, engage and entertain.


More Events

More Contests

This weekly listing of small business events, contests and awards is provided as a community service by Small Business Trends.

You can see a full list of events, contest and award listings or post your own events by visiting the Small Business Events Calendar.

Image: Depositphotos.com

This article, “Zoho Webinar Focuses on Using Your Digital Brand to Convert Sales Leads” was first published on Small Business Trends

August 22, 2020
  • by

Did you know you could market your business online at a very low cost?

digital sales funnel

The step-by-step free webinars Zoho is offering are designed to give you a basic knowledge base about your digital brand.

The lessons started with Setting Up Your Website, followed by Establishing Your Brand Story and Elements of Website Design.

Next up is Converting Visitors to Leads: Web Forms, CTAs (Call to Actions), and Other Tools. Together these webinars will teach you what you need to know to get your digital commerce up and running.

With this particular lesson, you will learn best practices for optimizing web forms and CTAs in order to maximize the number of visitor conversions on your site. The beauty of these courses is they will teach you exactly what you need to know. And with the information you gain from them, you will have a better understanding of what else you need to learn.

Remember this Zoho Educational Webinar, as well as all the other ones, are completely free. The first less begins on August 26, so you still have time to get ready and register for all of them.

Converting Visitors to Leads: Web Forms, CTAs, and Other Tools will take place on September 16, 2020, from 1- 2 p.m. EST.

Click the red button and register now.

Register Now



Featured Events, Contests and Awards

Educational Webinar: Setting up Your WebsiteEducational Webinar: Setting up Your Website
August 26, 2020, Online

Learn the basics of choosing and registering a domain name. We’ll also go over web hosting options so you can decide what’s best for your business.


Educational Webinar: Establishing Your Brand StoryEducational Webinar: Establishing Your Brand Story
September 2, 2020, Online

Learn how to find, incorporate, and use your brand’s voice throughout your website to increase website traffic, improve customer engagement, and drive brand loyalty.


Educational Webinar: Elements of Website DesignEducational Webinar: Elements of Website Design
September 9, 2020, Online

Join us to learn about fonts, color schemes, and gain a basic understanding of visual hierarchy.


Educational Webinar: Converting Visitors to LeadsEducational Webinar: Converting Visitors to Leads
September 16, 2020, Online

Learn best practices for optimizing webforms and CTAs in order to maximize the number of visitor conversions on their site.


Getting Started with Zoho OneGetting Started with Zoho One
September 23, 2020, Online

In this presentation, we will walk through an overview of Zoho One using real case studies from Zoho customers to demonstrate different ways Zoho One can support your business.


Small Business Expo 2020 - PHILADELPHIASmall Business Expo 2020 – PHILADELPHIA
October 28, 2020, Philadelphia, PA

Small Business Expo is a FREE one-day event to attend for small businesses to network, attend great business-growth workshops, build new business relationships, exchange ideas, shop from new vendors and learn from leading industry experts. If you are serious about starting or growing your business, Small Business Expo is a “must attend” event. Small Business Expo is the #1 Business to Business Networking Event for business owners, entrepreneurs, start-ups, decision-makers or anyone who works for a small business or is interested in starting a Small Business.


LinkUpConferenceShowLinkUpConferenceShow
November 12, 2020, Online

LinkUpConferenceShow (LUCS) is a digital networking conference that merges the incredibly dynamic worlds of tech and comedy to provide informative and personalized networking opportunities designed to help executives, entrepreneurs, business leaders and tech professionals grow and scale their businesses. LUCS is the tech conference that combines Silicon Valley insights with New York’s nonstop energy to bring the technology community a totally new virtual experience designed to inspire, engage and entertain.


More Events

More Contests

This weekly listing of small business events, contests and awards is provided as a community service by Small Business Trends.

You can see a full list of events, contest and award listings or post your own events by visiting the Small Business Events Calendar.

Image: Depositphotos.com

This article, “Zoho Webinar Focuses on Using Your Digital Brand to Convert Sales Leads” was first published on Small Business Trends

August 22, 2020
  • by

Did you know you could market your business online at a very low cost?

2020 August 21 MarketingCharts Chart

2020 August 21 MarketingCharts Chart

The Most Significant Challenges to B2B Brand-Building
Unclear strategy, performance measurement unsurety, low priority brand-building and foggy messaging are the leading brand reach amplification challenges faced by B2B marketers, according to recently-released survey data of interest to digital marketers. MarketingProfs

‘You get 2 seconds to engage consumers online’: Mars neuroscientist shares key findings
Digital marketers have just two seconds to capture consumers’ attention and five to make an impact, according to newly-released neuroscience study data, also showing that memory encoding is key as duration time has dropped. The Drum

Facebook Adds New Paid Events Options for Businesses and Creators
Facebook has made direct in-stream purchase options available for eligible Facebook business pages in 20 countries including the U.S., offering digital marketers new monetization and event marketing options, the social media giant recently announced. Social Media Today

Twitter users can now control who replies to their tweet
Twitter has rolled out new user options for managing who can reply to tweets on the platform, allowing posters to specify that everyone can reply, only those they follow, or only users mentioned in a tweet, the firm recently announced. Reuters

Google Ads Performance Planner Added Shared Budgets, Shared Access & Conversion Delays
Google has rolled out three new budget planning features to its widely-used Google Ads management utilities, including better use of conversion delays, team shared access, and downloadable budgeting forecast data, the search giant recently announced. Search Engine Roundtable

The rise of the avatar as a marketing medium
The global health crisis has brought new marketing opportunities for the use of avatars usable in any number of virtual worlds, and AdAge takes a look at the trend here. AdAge

2020 August 21 Statistics Image

The World’s Biggest Brands Are Spending More in Programmatic
The largest brands have been spending more on programmatic advertising, according to recently-released World Federation of Advertisers (WFA) study data, also showing that 74 percent of the world’s biggest brands partner with an agency. Ad Week

Facebook Is Testing New Post-Level Analytics for Groups
Facebook has launched new analytics features for group administrators, allowing digital marketers a more detailed look at active member views, post hides, image views, and other metrics, the firm recently announced. Social Media Today

Instagram rolls out suggested posts to keep you glued to your feed
Facebook-owned Instagram has released a new feature update that shows posts from accounts users don’t follow once they have reached the end of their traditional feed, creating both an endless feed and new ad options for marketers, the firm recently announced. The Verge

B2B Marketers Lend Their Support to Influencer Programs
96 percent of B2B marketers engaging in influencer marketing find their program successful, with 84 percent also noting that influencer marketing can achieve brand awareness — two of dozens of insights from the TopRank Marketing 2020 State of B2B Influencer Marketing Research Report, examined here by MarketingCharts. MarketingCharts

ON THE LIGHTER SIDE:

2020 August 21 Marketoonist Comic

A lighthearted look at “the evolution of digital transformation” by Marketoonist Tom Fishburne — Marketoonist

New California Energy Tax Makes You Pay 10 Cents to Open a New Browser Tab — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • SAP — How SAP puts purpose into practice — AdAge
  • Lee Odden — 2 Questions To Ask Before Building Your B2B Ambassador Program — Forbes
  • TopRank Marketing — B2B Marketers Lend Their Support to Influencer Programs — MarketingProfs
  • Lee Odden — Influencer marketing set to be the next big thing, apparently — Meetings & Incentive Travel Magazine
  • Lee Odden — 5 B2B Content Marketing Trends to Take in 2021 — V3Broadsuite
  • Lee Odden — What’s Trending: Renew Your Content Strategy Commitment — LinkedIn (client)
  • Lee Odden — CoronaCocktails 8.18 – The Norse God, Lee Odden [Podcast] — Joseph Jaffe / CoronaTV
  • Lee Odden — Instagram Influencer Marketing Myths, Debunked — HubSpot
  • TopRank Marketing — Affiliate Marketing News — Jason Hulott
  • Nick Nelson — 10 Ways to Tailor Your Marketing Strategy to Your Business — Small Business Trends
  • Debbie Friez — How Farm Life Prepared Me Sheltering In Place — Debbie Friez
  • Lee Odden — New Essentials for Commerce: SEO, Content Marketing, and Influencers — inRiver
  • Lee Odden /TopRank Marketing — TopRank data shows 74% of B2B pros believe influencer marketing could improve CX — 360 Magazine
  • Lee Odden — CoronaCocktails 8.18 – The Norse God, Lee Odden [Video] — Joseph Jaffe
  • TopRank Marketing — Cover Your Bases: How to Use LinkedIn for Agent Recruiting — New Horizons
  • TopRank Marketing — 15 Best Digital Marketing Blogs Filled With Valuable Advice — SEO Basics

Have you found your own top marketing stories from the past week of news? Please let us know in the comments below.

Thanks for joining us, and please return again next Friday and tune in for another array of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Top B2B Brand-Building Challenges, Online Engagement Gets Just 2 Seconds, Facebook’s New Paid Event Options, & Google’s Shared Ad Budgeting appeared first on Online Marketing Blog – TopRank®.

August 20, 2020
  • by

Do you need help with marketing material or software?

Collage of heroes and unsuccessful people.

Collage of heroes and unsuccessful people.

What do you think of when you see a person’s business title, and how do the role assumptions we all inevitably bring to the table affect our ability to market authentically?

Can we find our own more effective and authentic marketing identity and build greater business communication opportunities by ditching preconceived role beliefs?

Marketing has seen dwindling levels of trust in recent years, and as our CEO Lee Odden observed in his recent “In Search of Trust: How Authentic Content Drives Customer Experience,” building great customer experiences is an uphill battle if customers don’t trust brand communications.

86 percent of customers have said that authenticity is important when deciding what brands they like and support, which ought to make marketing that resonates with truth a key goal among forward-thinking B2B marketers.

Understanding that we’re not interacting with businesses but with human beings is also especially important as we push towards 2021, as our senior content strategist Nick Nelson examined in “How Authentic Content Builds Brand Trust in Uncertain Times.”

So sit back and let’s explore how to find your most authentic marketing identity through the lens of authenticity when it comes to how we perceive the many professionals in our business lives.

Looking Anew At Our Universe of Business Associates

Back in 2011 during my decade as lead editor at search and social media conference Pubcon I created a grid image in a style that was popular at the time, making light-hearted fun at how some people in the world of technology might mistakenly view those in different segments of the industry.

It highlighted how we sometimes tend to see ourselves and others who hold the same positions that we do in generally more favorable light than how we view our associates who have differing roles.

Back then I included search engine optimizers, social media optimizers, social media marketers, chief executives, and affiliate marketers, and I thought it might be time for an update including chief marketing officers, chief information officers, and influencers.

Collage of heroes and unsuccessful people.

While “To thine own self be true” is unmistakably sound Shakespearian wisdom, it’s also important to see others as they truly are — without the prejudice of weighty titles.

Being true to ourselves starts when we strip away preconceived notions of what a CMO does or what a CEO doesn’t do and look instead at the totality of each person — a shift that can begin a newfound level of productive communication in both our professional and personal lives.

After all, as Vanessa Colella, chief innovation officer at Citi, recently noted in an American Banker podcast, “We’re all the same size rectangle on the Zoom screen.”

Using A Fresh Understanding of Others To Learn More About Ourselves & Tell More Authentic Marketing Stories

We’re all so much more than mere titles — each of us is a fantastic and unique collection of strengths, weaknesses, and the cumulative collection of professional and personal journeys our lives have given us.

Our personal histories shape the stories we’re able to tell in our marketing, and making our storytelling authentic is a primary factor in making it successful.

[bctt tweet=”“We’re all so much more than mere titles — each of us is a fantastic and unique collection of strengths, weaknesses, and the cumulative collection of professional and personal journeys our lives have given us.” — Lane R. Ellis @lanerellis” username=”toprank”]

Let’s now look at five tips for uncovering and putting your authentic marketing identity to work:

1 — Bring Measurement to Authentic Content Experiences

“Creating trust with authentic content experiences must be a measurable exercise,” Lee has urged. “Beyond share of voice and brand sentiment metrics, marketers must pay attention to measuring the effectiveness of content through the customer journey,” Lee added.

It’s not enough to infuse authenticity in top-notch digital content, as to truly understand the significance and success of our efforts we need to incorporate a measurement to gauge performance.

Measurement comes in many forms, from manual to automated solutions, and each can only tell you so much if you don’t have the proper key performance indicators (KPIs) relevant to your authentic campaigns. Albert Einstein offered insight that applies to marketing measurement and analytics, “Not everything that can be counted counts, and not everything that counts can be counted.”

via GIPHY

We’ve explored how marketers can measure for success in a number of articles, including these to get you up to speed:

[bctt tweet=”“Authenticity is essential for influencer collaborations to work so it’s important that marketers do their due diligence with influencers through proper identification, qualification and engagement best practices.” @LeeOdden” username=”toprank”]

2 — Look to the Long-Term for Business Relationships

“Content marketing is inherently a long game, focused on building relationships first and foremost,” Nick has observed. “Right now, the best way to pursue this goal is through authenticity and altruism, in the context of your business and its audience,” he added.

Always-on marketing has become more important in efforts to build trust, strengthen relationships, and achieve ongoing long-term success — a trend we’ve explored recently since the launch of our groundbreaking 2020 State of B2B Influencer Marketing report.

“As the need for B2B brands to reach and connect authentically with customers rises, B2B influencer marketers are evolving from transactional and intermittent campaigns to more relationship driven, Always-On Influencer engagement programs,” Lee observed in “For Successful B2B Marketers The Engine of Influence is Always On #B2BIMReport.”

You can learn more about how always-on marketing benefits B2B marketers in the following additional articles we’ve published on the subject:

[bctt tweet=”“Marketers, brands, and creators of all kinds can make a positive difference. Being legitimately and authentically helpful in a moment like this can have a lasting impact.” @NickNelsonMN” username=”toprank”]

3 — Bring Authenticity to Every Facet of Your Life

Authenticity matters everywhere in our lives, and leading a life where we’re as authentic as possible in all areas makes it easier and more natural to incorporate it into our marketing efforts.

Unforgettable marketing and best-answer marketing often go hand-in-hand, both filled with the kind of authenticity and genuine emotion that builds especially strong brand affinity.

“Authenticity is a collection of choices that we have to make every day. It’s about the choice to show up and be real. The choice to be honest. The choice to let our true selves be seen,” author Brené Brown has observed.

[bctt tweet=”“Building authenticity can be accomplished by sharing the kind of best-answer content that your audience is actively searching for.” — Lane R. Ellis @lanerellis” username=”toprank”]

4 — Purpose & Authenticity Go Hand-in-Hand

“Building a purpose-driven authentic brand brings growth,” Lee has observed, and during this year more than others brands have had to take a close look at their purpose and how they are pushing beyond words and into the realm of taking action.

In “B2B Brands Take a Stand: 5 Examples of Going Beyond Words to Action,” I examined at why it’s never been more important for brands to show purpose and to be connected to what’s important to customers, and seeing others and ourselves authentically can certainly go a long way in making this happen.

[bctt tweet=”“Don’t mistake good communication for action. There is a really big difference.” Karen Kahn of @HP” username=”toprank”]

5 — Authenticity Builds Mutually Beneficial Programs

In B2B influencer marketing programs, cooperative marketing efforts serve to benefit both brands and influencers, as Dan Gingiss, chief experience officer at The Experience Maker recently examined in our influencer marketing strategist Debbie Friez’ “B2B Influencer Marketing Advice from 9 Top B2B Influencers.”

Whether working with influencers or in more traditional marketing efforts, authenticity cuts to the heart of what drives the type of brand storytelling that truly connects with customers.

It’s also the kind of authentic digital storytelling that is remembered well beyond the two seconds that recent research suggests is all marketers are likely to get these days — see “You get 2 seconds to engage consumers online: Mars neuroscientist shares key findings.”

[bctt tweet=”“The best influencer programs highlight an authentic relationship between the influencer and the brand, and the best way to accomplish that is to ensure a mutually beneficial program.” — Dan Ginigiss @dgingiss” username=”toprank”]

Authenticity Energizes Marketing & Our Personal Journeys

via GIPHY

Being authentic and true to ourselves is a process that can shift over time, requiring occasional reevaluation and possible adjustments to how we live and work. We hope these five tips for uncovering and putting your authentic marketing identity to work serve you well in your own personal journey.

Finally, to further your insight into authenticity in B2B marketing — a subject we’ve explored over time — here are several helpful takes on how you can harness its power in your marketing efforts:

Implementing a successful authentic marketing program takes time, effort, and dedicated strategy, which leads many brands to use a top B2B influencer marketing agency such as TopRank Marketing, which was the only B2B marketing agency offering influencer marketing as a top capability in Forrester’s “B2B Marketing Agencies, North America” report.

The post 5 Tips For Finding Your Authentic Marketing Identity appeared first on Online Marketing Blog – TopRank®.

August 20, 2020
  • by

Do you need help with marketing material or software?

 

hulu small business advertising (1)

Hulu, the streaming TV service, has launched its first ever Creative Partner Program. The program is designed to help small and medium sized businesses build ads for streaming TV.

Hulu Creative Partner Program for Small Business

Placing ads on Hulu can help small businesses reach highly targeted audiences. In July 2020, the streaming platform launched a “self-service” tool to make it easier for small businesses to buy ads. The Hulu Ad Manager makes it easier for small businesses to reach target audiences. It achieves this through basing audiences on more granular data, including demographics and location. Audience goals are set based on small businesses’ budgets and number of impressions.

Hulu’s newly launched Creative Partner Program is aimed at helps SMEs get the most our of ads placed on the service.

The resource provides small businesses with access to partners who are specifically trained in developing the most effective Hulu ads. By tapping into expertise in creating unique ads, the program will help SMEs in all stages of the advertising process.

Faye Trapani, Director, Self-Service Platform Sales, notes how the program is designed to help small businesses optimize Hulu ads:

“At Hulu, we want to help small-and-medium sized businesses (SMBs) build the best ads for streaming TV — ads that engage audiences in a streaming environment and meet the same high quality standards as the content viewers are streaming.

“That’s why we have launched the Creative Partner Program for small-and-medium sized businesses. Whether an advertiser is repurposing an existing video for streaming TV or “baking from scratch,” the Creative Partner Program is a resource designed to offer SMBs access to creative partners who are specially trained in Hulu best practices, and have expertise creating unique, non-templated ads for smaller businesses at all stages of the advertising creative process,” Trapani writes on the company blog.

Creating High-Quality and Visually Engaging Ads

Hulu’s creative partners provide small businesses with creative solutions through a range of production options and prices. Every partner connected to the scheme recruits a network of experts experienced in working with small businesses. The teams work together to create high-quality and visually engaging ads primed for premium streaming TV.

The Creative Partner Program current features four partners. QuickFrame supports projects from start to finish and crafts ads optimized for Hulu. VidMob enables marketers to produce high-quality ads to a business’s schedule. Shuttlerock create TV-ready ads from a company’s existing brand assets. Genero’s platform connects a business to a global network of professional creatives.

Intuitive Technology Platforms

Each partner is equipped with intuitive technology platforms. The platforms can be modified and tailored to navigate the unique creative production requirement processes for individual businesses. The process runs from brief to delivery.

At time of business uncertainty and tough competition, the Creative Partner Program could prove invaluable for small businesses. Utilizing the talents of professionals trained in Hulu best practices, will help SMEs bring their creative ad to life. The program will make sure creative ads are primed for premium streaming TV.

READ MORE: 

Image: Depositphotos.com

This article, “Hulu Helping Small Businesses Advertise on Streaming TV” was first published on Small Business Trends

1 16 17 18 19 20 27