November 2, 2020
  • by

Did you lose your job or business in this pandemic?

Pandemic Loan Program

Huntington Bank has announced it has launched a new $25 million lending program. The program will be focused on helping Midwest-based small businesses owned by minorities, women and veterans.

The Huntington Lift Local Business program will be a big part of the lender’s $20 billion Community Plan. The recently announced five-year plan aims to drive economic inclusion through access to capital, affordable housing, and home ownership.

The program, dedicated to bringing relief, recovery and growth to minority, women and veteran-owned small businesses, is welcome news. The National Bureau of Economic Research reported distinct differences between the effects of Covid-19 on different minority communities. While the total amount of active business owners fell by 22% between February and April, black businesses dropped by 41%. Latinx business owners experienced a 32% drop.

The $20 billion Community Plan joins Huntington’s other efforts to help small businesses during the pandemic. The bank has processed over 38,000 Paycheck Protection Program loans as well as announcing a 24-Hour Grace for Business program. The latter program provides overdraft fee relief for all of Huntington’s small business customers.

Huntington Bank Pandemic Loan Program

The Huntington Lift Local Business program means small businesses can secure SBA-guaranteed loans from $1,000 up to $150,000. As part of the $20 billion Community Plan, the new lending program has many features beneficial to small businesses.

These features include zero origination fees, lower credit score requirements and flexible, longer repayment options. The SBA fees will also be paid by Huntington, while checking accounts benefit from the 24-Hour Grace overdraft fee relief.

Huntington’s business banking director, Steve Rhodes, said:

“We know small businesses need help, and Huntington Lift Local Business delivers a new solution to our customers when they need it most, whether for a start-up or for an established business looking to grow.”

Free financial education courses will also be provided through Huntington’s partnership with Operation HOPE.

Huntington and Operation HOPE

Huntington’s new lending program will also give the bank’s customers access to business-planning and educational programs to support their businesses.

The free educational programming and financial literacy training will be provided through a partnership with Operation HOPE, a non-profit organization. The training will ensure Huntington’s customers are fully prepared as they secure loans to start or grow their businesses.

Operation HOPE’s chief executive officer, John Hope Bryant, added:

“With a ladder of additional programming behind it — including our HOPE Financial Coaching and our online entrepreneurship program — it will make a difference for people pursuing their dreams in business.”

READ MORE:

Image: Depositphotos.com

This article, “Huntington Bank Creates New Pandemic Loan Program for Small Businesses” was first published on Small Business Trends

November 1, 2020
  • by

Are you ready to start your online business now?

2020 October 30 McKinsey Chart

2020 October 30 McKinsey Chart

Do Most B2B Marketers Gate Content? [Study]
64 percent of B2B marketers utilize gated content to obtain prospect and customer information, with some 5 percent always gating their content and 34 percent sometimes using gating, according to recently-released survey data of interest to digital marketers. MarketingProfs

Global social media ad spend jumps 56.4% in Q3
Social media advertising spending climbed 56.4 percent globally during the third quarter, while in North America the increase was even greater at 61.7 percent, and video content longer than five minutes saw 70.4 percent greater reach than that having shorter durations, according to recently-release report data. The Drum

LinkedIn Up to 722 Million Members, Continues to See ‘Record Levels of Engagement’
LinkedIn saw a 31 percent increase in sessions during the most recent quarter, accompanied by a 16 percent growth in revenue year-over-year led by LinkedIn Marketing Solutions (client), while the Microsoft-owned platform’s 722 million users achieved record levels of engagement, the firm recently reported . Social Media Today

YouTube revamps its mobile app with new gestures, video chapter lists and more
YouTube has rolled out new mobile app gestures for additional video chapter control, while also making its captioning features more accessible, along with other features including a nighttime reminder function, the Google-owned platform recently announced. TechCrunch

Facebook Steps Into Cloud Gaming With Playable Ads
Facebook has given a limited roll out to playable ads for the platforms cloud-streamed gaming feature, offering a glimpse of the type of spots that will increasingly blur the lines between ad and game, the social media giant recently announced. MediaPost

CX: What’s Next? Brands Forced To Respond To Changing Customer Patterns
13 percent of businesses plan to invest in social listening or media monitoring tools for customer experience (CX) in 2021, while 79 percent of CX leaders say that the global health crisis has caused an increase in brand digital interactions — two of several statistics of interest to online marketers contained in recently-released survey data. MediaPost

2020 October 30 Statistics Image

400,000 Articles Analyzed: Here’s What We Learned About Content Engagement
Content that resonates well and drives engagement on one social media platform may perform poorly on another, especially when the two are Facebook and Twitter, according to newly-released survey data gathered from some 400,000 pieces of content analyzed by BuzzSumo. BuzzSumo

Deloitte’s 7 marketing trends for 2021 include agile, digital transformation
Uncertainty caused by the pandemic has played a part in a significant drop in confidence among corporate executives, according to Deloitte’s new Global Marketing Trends 2021 report, surveying over 400 global CMOs and other executives. Among the trends the report highlights are greater brand purpose, agile marketing strategies, and more authentic connections. MarTech Today

Where Are Marketers Struggling with Lead Conversion?
43 percent of marketing and sales professionals at B2B and B2C firms say that they have experienced difficulty collecting enough lead data, and 41 percent find lead follow-up problematic — two insights from recently-released survey data of interest to digital marketers. Marketing Charts

Survey: US B2B decision-maker response to COVID-19 crisis
More than 90 percent of B2B decision makers believe the uptick in remote and digital experiences brought about by the pandemic will endure once the global health crisis subsides, while less than 30 percent of B2B buyers say that they would prefer a return to in-person sales interactions in post-pandemic times — two of several statistics of interest to digital marketers in newly-released survey data. McKinsey

ON THE LIGHTER SIDE:

2020 October 30 Marketoonist Comic

A lighthearted look at “changing customer needs” by Marketoonist Tom Fishburne — Marketoonist

Confused Army Corp Of Engineers Trying To Find Out What Big Blue Cable Connected To Country Does — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — Top 20 Digital Marketing Blogs and Their Specialties — Rank Company
  • Lee Odden — Devising Influencer Marketing Campaigns — Evans on Marketing

Have you found your own top B2B marketing stories from the past week of industry news? Please let us know in the comments below.

Thank you for joining us for our weekly B2B marketing news, and we hope you will return again next Friday for another look at 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: B2B Content Gating Study, Social Ad Spend Soars, Facebook’s New Playable Ads, & New B2B Marketer Pandemic Response Insights appeared first on B2B Marketing Blog – TopRank®.

October 31, 2020
  • by

Do you need help with marketing material or software?

2020 October 30 McKinsey Chart

2020 October 30 McKinsey Chart

Do Most B2B Marketers Gate Content? [Study]
64 percent of B2B marketers utilize gated content to obtain prospect and customer information, with some 5 percent always gating their content and 34 percent sometimes using gating, according to recently-released survey data of interest to digital marketers. MarketingProfs

Global social media ad spend jumps 56.4% in Q3
Social media advertising spending climbed 56.4 percent globally during the third quarter, while in North America the increase was even greater at 61.7 percent, and video content longer than five minutes saw 70.4 percent greater reach than that having shorter durations, according to recently-release report data. The Drum

LinkedIn Up to 722 Million Members, Continues to See ‘Record Levels of Engagement’
LinkedIn saw a 31 percent increase in sessions during the most recent quarter, accompanied by a 16 percent growth in revenue year-over-year led by LinkedIn Marketing Solutions (client), while the Microsoft-owned platform’s 722 million users achieved record levels of engagement, the firm recently reported . Social Media Today

YouTube revamps its mobile app with new gestures, video chapter lists and more
YouTube has rolled out new mobile app gestures for additional video chapter control, while also making its captioning features more accessible, along with other features including a nighttime reminder function, the Google-owned platform recently announced. TechCrunch

Facebook Steps Into Cloud Gaming With Playable Ads
Facebook has given a limited roll out to playable ads for the platforms cloud-streamed gaming feature, offering a glimpse of the type of spots that will increasingly blur the lines between ad and game, the social media giant recently announced. MediaPost

CX: What’s Next? Brands Forced To Respond To Changing Customer Patterns
13 percent of businesses plan to invest in social listening or media monitoring tools for customer experience (CX) in 2021, while 79 percent of CX leaders say that the global health crisis has caused an increase in brand digital interactions — two of several statistics of interest to online marketers contained in recently-released survey data. MediaPost

2020 October 30 Statistics Image

400,000 Articles Analyzed: Here’s What We Learned About Content Engagement
Content that resonates well and drives engagement on one social media platform may perform poorly on another, especially when the two are Facebook and Twitter, according to newly-released survey data gathered from some 400,000 pieces of content analyzed by BuzzSumo. BuzzSumo

Deloitte’s 7 marketing trends for 2021 include agile, digital transformation
Uncertainty caused by the pandemic has played a part in a significant drop in confidence among corporate executives, according to Deloitte’s new Global Marketing Trends 2021 report, surveying over 400 global CMOs and other executives. Among the trends the report highlights are greater brand purpose, agile marketing strategies, and more authentic connections. MarTech Today

Where Are Marketers Struggling with Lead Conversion?
43 percent of marketing and sales professionals at B2B and B2C firms say that they have experienced difficulty collecting enough lead data, and 41 percent find lead follow-up problematic — two insights from recently-released survey data of interest to digital marketers. Marketing Charts

Survey: US B2B decision-maker response to COVID-19 crisis
More than 90 percent of B2B decision makers believe the uptick in remote and digital experiences brought about by the pandemic will endure once the global health crisis subsides, while less than 30 percent of B2B buyers say that they would prefer a return to in-person sales interactions in post-pandemic times — two of several statistics of interest to digital marketers in newly-released survey data. McKinsey

ON THE LIGHTER SIDE:

2020 October 30 Marketoonist Comic

A lighthearted look at “changing customer needs” by Marketoonist Tom Fishburne — Marketoonist

Confused Army Corp Of Engineers Trying To Find Out What Big Blue Cable Connected To Country Does — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — Top 20 Digital Marketing Blogs and Their Specialties — Rank Company
  • Lee Odden — Devising Influencer Marketing Campaigns — Evans on Marketing

Have you found your own top B2B marketing stories from the past week of industry news? Please let us know in the comments below.

Thank you for joining us for our weekly B2B marketing news, and we hope you will return again next Friday for another look at 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: B2B Content Gating Study, Social Ad Spend Soars, Facebook’s New Playable Ads, & New B2B Marketer Pandemic Response Insights appeared first on B2B Marketing Blog – TopRank®.

October 31, 2020
  • by

Do you need help with marketing material or software?

The benefits of using a hand dryer is even more evident as people look to limit their point of contact. The key is to install an automatic hand dryer that is fast and powerful, so it quickly dries the hands. This eliminates the chances of bacteria lingering on your hands.

The best commercial hand dryers for work also have to be reliable, with a long work life because they are being used constantly. Whether you are installing a hand dryer in a restroom, kitchen or handwashing station, the units on this list will provide a valuable buying guide.

Best Commercial Hand Dryers for Work

 

Goetland Stainless Steel Commercial Hand Dryer

Goetland Stainless Steel Commercial Hand Dryer 1800w Automatic High Speed Heavy Duty Dull Polished

Top Pick: The polished stainless steel Goetland hand dryer uses 1800 watts to dry hands within 10-12 seconds by moving air at 200 mph. The infrared sensing distance is set between 2-5.9 inches with noise ranging between 70-72 decibels. Ideal for commercial use this hand dryer weighs 10.1 pounds.

Goetland Stainless Steel Commercial Hand Dryer 1800w Automatic High-Speed Heavy-Duty Dull Polished

Buy on Amazon

 

VALENS Electric Hand Dryer

VALENS Electric Hand Dryer with HEPA Filter

Runner Up: At 1800 watts, this dryer uses an infrared sensor to automatically start blowing air at 224 mph. This allows it to dry your hands in 8 seconds while removing 99.9% of particles from the air with the HEPA filter. The 70 – 72 decibels of noise it produces is suitable for installations in place looking to limit noise pollution.

VALENS Electric Hand Dryer with HEPA Filter, Efficiency Max Touchless Hand Dryer

Buy on Amazon

 

JETWELL 2Pack High-Speed Commercial Automatic Eco Hand Dryer

JETWELL 2Pack UL Listed High Speed Commercial Automatic Eco Hand Dryer with HEPA Filter

Best Value: The JETWELL 2Pack UL hand dryer uses 1400 Watts to dry hands within 7 to 10 seconds. It comes with an infrared sensor that works up to six inches and it is tested to work more than 500,000 times. The brush motor operates at 72 decibels and uses 80% less energy.

JETWELL 2Pack UL Listed High-Speed Commercial Automatic Eco Hand Dryer with HEPA Filter

Buy on Amazon

 

XLERATOR XL-SB Automatic High-Speed Hand Dryer 

XLERATOR XL-SB Automatic High Speed Hand Dryer with Brushed Stainless Steel Cover and 1.1 Noise Reduction Nozzle

The XLERATOR  hand dryer is made with brushed stainless steel cover accompanied by a noise reduction nozzle that lowers the noise by 9 decibels. This surface-mounted hand dryer with a high-velocity air stream can dry hands in 10-15 seconds. It also has an automatic infrared optical start/stop sensor that runs the dryer for 35 seconds or until hands are removed from under the sensor. It runs on 1500 watts and comes with a five-year warranty.

XLERATOR XL-SB Automatic High-Speed Hand Dryer with Brushed Stainless Steel Cover

Buy on Amazon

 

AIKE AK2903 Heavy Duty Commercial Hand Dryer

AIKE AK2903 Heavy Duty Commercial Hand Dryer with Hepa Filter Polished Stainless Steel UL Approved

A built-in HEPA filter, automatic heating that heats up to save more than 70% of energy use per day, UL approved and 45 second overtime protection are all features of this dryer. The company guarantees the device for two years with worry-free replacement. The carbon brush motor can dry your hands in 10 – 15 seconds.

AIKE AK2903 Heavy Duty Commercial Hand Dryer with Hepa Filter Polished Stainless-Steel UL Approved

Buy on Amazon

 

ASIALEO Commercial Hand Dryer

ASIALEO Commercial Hand Dryer High Speed Automatic Electric Hand Dryers for Bathrooms Restrooms Heavy Duty

This dryer takes up less space because of its patented horizontal compact design. It dries your hands in 8 – 10 seconds using a motor tested for more than half a million times without any issues. The noise level comes in at 70db with an airflow of 76.5 cubic feet per minute.

ASIALEO Commercial Hand Dryer High-Speed Automatic Electric Hand Dryers

Buy on Amazon

 

Dyson Airblade dB Hand Dryer AB14

Dyson Airblade dB Hand Dryer AB14

The Dyson hand dryer is one of the fastest hand dryers you can get, but the price puts it out of reach for many small businesses. It moves air at an amazing and unmatched 420 miles an hour. A dry time of around 11 seconds, high-grade HEPA filter, 5-year warranty and a long-life brushless motor all make it a quality dryer. This hand dryer is not for everyone, but it gets rave reviews from suppliers.

Dyson Airblade dB Hand Dryer AB14

Buy on Amazon

 

Qualities to Look for In a Hand Dryer

  • Speed: New generation of hand dryers are fast, with 10 to 15 seconds drying times now the standard for quality devices.
  • Automatic Hand Dryer: An automatic dryer is more sanitary and uses less energy because they turn off as soon as the hand is removed. Push-button models have a timer cycle that continues to run until it is over.
  • Noise: Fast, powerful hand dryers can be noisy. If this is a concern, look for units with adjustable motor speeds or low decibels.
  • Energy Use: Contrary to the name, high-powered automatic units are in reality more energy efficient. This is because they dry hands quicker and cut off when not in service.
  •  Vandal Proof: Depending on the location, hand dryers can be roughed up. In this case, you do not want the most expensive/high-end unit. Look into vandal-proof dryers so they can last longer.
  • Disabled Restrooms: When you install hand dryers in a disabled restroom it is more of an installation issue than a specific unit. But a quitter dryer can be beneficial to someone in a wheelchair.

Commercial hand dryers have become a standard in the vast majority of public restrooms. As a matter of fact, customers now expect a hand dryer in order to avoid another point of contact. The good news is you can find hand dryers across all budgets and quickly install one in your place of business.

YOU MIGHT ALSO LIKE:

Images: Amazon.com

This article, “Best Commercial Hand Dryers for Work” was first published on Small Business Trends

October 31, 2020
  • by

Do you know anyone that likes to shop online?

2020 October 30 McKinsey Chart

2020 October 30 McKinsey Chart

Do Most B2B Marketers Gate Content? [Study]
64 percent of B2B marketers utilize gated content to obtain prospect and customer information, with some 5 percent always gating their content and 34 percent sometimes using gating, according to recently-released survey data of interest to digital marketers. MarketingProfs

Global social media ad spend jumps 56.4% in Q3
Social media advertising spending climbed 56.4 percent globally during the third quarter, while in North America the increase was even greater at 61.7 percent, and video content longer than five minutes saw 70.4 percent greater reach than that having shorter durations, according to recently-release report data. The Drum

LinkedIn Up to 722 Million Members, Continues to See ‘Record Levels of Engagement’
LinkedIn saw a 31 percent increase in sessions during the most recent quarter, accompanied by a 16 percent growth in revenue year-over-year led by LinkedIn Marketing Solutions (client), while the Microsoft-owned platform’s 722 million users achieved record levels of engagement, the firm recently reported . Social Media Today

YouTube revamps its mobile app with new gestures, video chapter lists and more
YouTube has rolled out new mobile app gestures for additional video chapter control, while also making its captioning features more accessible, along with other features including a nighttime reminder function, the Google-owned platform recently announced. TechCrunch

Facebook Steps Into Cloud Gaming With Playable Ads
Facebook has given a limited roll out to playable ads for the platforms cloud-streamed gaming feature, offering a glimpse of the type of spots that will increasingly blur the lines between ad and game, the social media giant recently announced. MediaPost

CX: What’s Next? Brands Forced To Respond To Changing Customer Patterns
13 percent of businesses plan to invest in social listening or media monitoring tools for customer experience (CX) in 2021, while 79 percent of CX leaders say that the global health crisis has caused an increase in brand digital interactions — two of several statistics of interest to online marketers contained in recently-released survey data. MediaPost

2020 October 30 Statistics Image

400,000 Articles Analyzed: Here’s What We Learned About Content Engagement
Content that resonates well and drives engagement on one social media platform may perform poorly on another, especially when the two are Facebook and Twitter, according to newly-released survey data gathered from some 400,000 pieces of content analyzed by BuzzSumo. BuzzSumo

Deloitte’s 7 marketing trends for 2021 include agile, digital transformation
Uncertainty caused by the pandemic has played a part in a significant drop in confidence among corporate executives, according to Deloitte’s new Global Marketing Trends 2021 report, surveying over 400 global CMOs and other executives. Among the trends the report highlights are greater brand purpose, agile marketing strategies, and more authentic connections. MarTech Today

Where Are Marketers Struggling with Lead Conversion?
43 percent of marketing and sales professionals at B2B and B2C firms say that they have experienced difficulty collecting enough lead data, and 41 percent find lead follow-up problematic — two insights from recently-released survey data of interest to digital marketers. Marketing Charts

Survey: US B2B decision-maker response to COVID-19 crisis
More than 90 percent of B2B decision makers believe the uptick in remote and digital experiences brought about by the pandemic will endure once the global health crisis subsides, while less than 30 percent of B2B buyers say that they would prefer a return to in-person sales interactions in post-pandemic times — two of several statistics of interest to digital marketers in newly-released survey data. McKinsey

ON THE LIGHTER SIDE:

2020 October 30 Marketoonist Comic

A lighthearted look at “changing customer needs” by Marketoonist Tom Fishburne — Marketoonist

Confused Army Corp Of Engineers Trying To Find Out What Big Blue Cable Connected To Country Does — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — Top 20 Digital Marketing Blogs and Their Specialties — Rank Company
  • Lee Odden — Devising Influencer Marketing Campaigns — Evans on Marketing

Have you found your own top B2B marketing stories from the past week of industry news? Please let us know in the comments below.

Thank you for joining us for our weekly B2B marketing news, and we hope you will return again next Friday for another look at 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: B2B Content Gating Study, Social Ad Spend Soars, Facebook’s New Playable Ads, & New B2B Marketer Pandemic Response Insights appeared first on B2B Marketing Blog – TopRank®.

October 31, 2020
  • by

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

2020 October 30 McKinsey Chart

2020 October 30 McKinsey Chart

Do Most B2B Marketers Gate Content? [Study]
64 percent of B2B marketers utilize gated content to obtain prospect and customer information, with some 5 percent always gating their content and 34 percent sometimes using gating, according to recently-released survey data of interest to digital marketers. MarketingProfs

Global social media ad spend jumps 56.4% in Q3
Social media advertising spending climbed 56.4 percent globally during the third quarter, while in North America the increase was even greater at 61.7 percent, and video content longer than five minutes saw 70.4 percent greater reach than that having shorter durations, according to recently-release report data. The Drum

LinkedIn Up to 722 Million Members, Continues to See ‘Record Levels of Engagement’
LinkedIn saw a 31 percent increase in sessions during the most recent quarter, accompanied by a 16 percent growth in revenue year-over-year led by LinkedIn Marketing Solutions (client), while the Microsoft-owned platform’s 722 million users achieved record levels of engagement, the firm recently reported . Social Media Today

YouTube revamps its mobile app with new gestures, video chapter lists and more
YouTube has rolled out new mobile app gestures for additional video chapter control, while also making its captioning features more accessible, along with other features including a nighttime reminder function, the Google-owned platform recently announced. TechCrunch

Facebook Steps Into Cloud Gaming With Playable Ads
Facebook has given a limited roll out to playable ads for the platforms cloud-streamed gaming feature, offering a glimpse of the type of spots that will increasingly blur the lines between ad and game, the social media giant recently announced. MediaPost

CX: What’s Next? Brands Forced To Respond To Changing Customer Patterns
13 percent of businesses plan to invest in social listening or media monitoring tools for customer experience (CX) in 2021, while 79 percent of CX leaders say that the global health crisis has caused an increase in brand digital interactions — two of several statistics of interest to online marketers contained in recently-released survey data. MediaPost

2020 October 30 Statistics Image

400,000 Articles Analyzed: Here’s What We Learned About Content Engagement
Content that resonates well and drives engagement on one social media platform may perform poorly on another, especially when the two are Facebook and Twitter, according to newly-released survey data gathered from some 400,000 pieces of content analyzed by BuzzSumo. BuzzSumo

Deloitte’s 7 marketing trends for 2021 include agile, digital transformation
Uncertainty caused by the pandemic has played a part in a significant drop in confidence among corporate executives, according to Deloitte’s new Global Marketing Trends 2021 report, surveying over 400 global CMOs and other executives. Among the trends the report highlights are greater brand purpose, agile marketing strategies, and more authentic connections. MarTech Today

Where Are Marketers Struggling with Lead Conversion?
43 percent of marketing and sales professionals at B2B and B2C firms say that they have experienced difficulty collecting enough lead data, and 41 percent find lead follow-up problematic — two insights from recently-released survey data of interest to digital marketers. Marketing Charts

Survey: US B2B decision-maker response to COVID-19 crisis
More than 90 percent of B2B decision makers believe the uptick in remote and digital experiences brought about by the pandemic will endure once the global health crisis subsides, while less than 30 percent of B2B buyers say that they would prefer a return to in-person sales interactions in post-pandemic times — two of several statistics of interest to digital marketers in newly-released survey data. McKinsey

ON THE LIGHTER SIDE:

2020 October 30 Marketoonist Comic

A lighthearted look at “changing customer needs” by Marketoonist Tom Fishburne — Marketoonist

Confused Army Corp Of Engineers Trying To Find Out What Big Blue Cable Connected To Country Does — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — Top 20 Digital Marketing Blogs and Their Specialties — Rank Company
  • Lee Odden — Devising Influencer Marketing Campaigns — Evans on Marketing

Have you found your own top B2B marketing stories from the past week of industry news? Please let us know in the comments below.

Thank you for joining us for our weekly B2B marketing news, and we hope you will return again next Friday for another look at 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: B2B Content Gating Study, Social Ad Spend Soars, Facebook’s New Playable Ads, & New B2B Marketer Pandemic Response Insights appeared first on B2B Marketing Blog – TopRank®.

October 29, 2020
  • by

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

nextiva pac12 partnership

The Pac-12 Conference was having a communications issue only made worse by the pandemic. And Nextiva had the solution.

The problem the Pac-12 had was one shared by small businesses, especially over the last year.

Today, Nextiva a partnership with the Pac-12 Conference to be its Official Communications Partner. Nextiva will work with the conference, the 12 athletic departments of the universities in the Pac-12, and be an official partner of the annual Rose Bowl game.

“Joining the Conference of Champions is an exciting moment for our company,” Nextiva CEO Tomas Gorny says.

Pac-12 Commissioner Larry Scott says of this partnership, “There is no time more important than now for the Pac-12 to partner with a leader in communication in order to stay connected. Our partnership with Nextva reflects the strength of our Pac-12 athletic programs and Conference brand, and we look forward to working closely with Nextiva to support our communications needs.”

The Pac-12 includes the following member schools:

  • University of Arizona
  • Arizona State University
  • University of California-Berkely
  • University of California-Los Angeles (UCLA)
  • University of Colorado
  • University of Oregon
  • Oregon State University
  • University of Southern California (USC)
  • Stanford University
  • University of Utah
  • University of Washington
  • Washington State University

Nextiva Partners with Pac-12 Conference

Why is the Pac-12 partnering with Nextiva?

“The Pac-12’s partnership with Nextiva began with them looking for next-generation business communications,” Nextiva Chief Marketing Officer Yaniv Masjedi says. “They need upgrades to an existing system. There’s a need to link communications to customer and partner data.”

The pandemic in 2020 created new needs for the conference, just like it has for small businesses in the US. Organizations like the Pac-12 and small businesses actually share common concerns now: How do you connect employees and customers when they’re not always in close proximity to each other.

Now, the Pac-12 will use Nextiva technology to help the conference manage communications among its remote teams and offer advanced sales productivity tools so the Pac-12 works more efficiently with its numerous partners, vendors and prospects.

Not only will this partnership include the Pac-12 implementing Nextiva technology, the communications company will also be visible at conference events.

Nextiva will be featured on stadium signage throughout the conference. Coaches will have the Nextiva logo on their communications headsets and commercials for Nextiva will run in the Pac-12 markets.

Why Should Small Businesses Pay Attention?

Rarely would you believe that an organization as big as the Pac-12 and small business would share the same concerns. But lately, that’s more true than ever. That’s why this deal made sense to the conference.

“This partnership is about unified communication and collaboration solutions,” Masjedi said. “Every small business needs these, too.”

The Pac-12 will integrate Nextiva technology, including its cloud phone service, video conferencing, team chat capabilities and more. And, probably most importantly, it’s all done in one simple platform.

This technology helps the Pac-12 maintain better communications with its partners and within the organization, and that’s definitely a need for small business.

“Modern business communication platforms give them the simplicity and comprehensive features they need to communicate across the whole company easily. Small businesses need business communications tools to help them with their customers,” Masjedi says. “They should know cloud solutions are available.”

READ MORE:

Image: Nextiva

This article, “Nextiva Becomes Official Communications Partner of the Pac-12 Conference” was first published on Small Business Trends

October 29, 2020
  • by

Do you know anyone that likes to shop online?

Man cowering in fear behind a blanket.

Man cowering in fear behind a blanket.

What are your most daunting and horrifying marketing fears?

Have you confronted them, or are they still lurking in the dark corners of your marketing mind?

The uncertainty of the pandemic has given rise to new fears for many, and brought out long-recessed ones for others.

Luckily with all of these fears come new opportunities for tackling them, learning more about ourselves, and perhaps even becoming better marketers in the process.

Let’s take a look at some of the top fears in marketing, including examples from some of our own team, and explore how you can take action to conquer your greatest marketing fears and turn them into 2021 successes.

1 — Fear of Boring and Losing Your Audience

via GIPHY

A top fear shared by many marketers is undoubtedly creating content that does nothing but bore your audience.

Especially among B2B marketers, the fear of producing dull and dry content is a valid concern, where many worry about how to bring life and energy to the latest whitepaper data or statistics.

Thankfully, the B2B marketing industry has undergone a significant sea change in recent times, as methods for infusing interactive and experiential elements, genuinely interesting storytelling, and the trustworthiness of expert industry influencers have proliferated — all methods you can incorporate into your own efforts to ditch the legacy of dusty old boring B2B.

Over the years we’ve written many articles about how B2B marketers can bring energy, inspiration, and genuine excitement to digital efforts, and here are just a few to help you overcome the fear of creating boring B2B content:

[bctt tweet=”“B2B marketing has undergone a sea change in recent times, as methods for infusing interactive and experiential elements, storytelling, and the trustworthiness of expert industry influencers have proliferated.” — Lane R. Ellis @lanerellis” username=”toprank”]

2 — Fear of Not Doing Enough & Being Unmotivated

As Tim Herrera, smarter living editor at The New York Times recently wrote in the piece “7 Months Into the Pandemic and I’m Losing Motivation. Help!”, now isn’t the time to pretend we’re living in normal times.

“Accepting that it’s OK to not feel as inspired as you did a year ago can help us adjust to this new way of life,” Herrera suggested.

Anxiety and stress can take a huge toll on productivity, so it’s important for marketers to reassess — daily or even hourly — just what progress and personal success are during a lengthy pandemic, and to define them in more forgiving and graceful ways during the pandemic.

During the pandemic some 23 percent of people across the world have turned to online communities for stress management, according to Facebook’s recently-released “Connected Convenience: How People Are Finding And Fostering Togetherness Online” report, which for marketers has given rise to newfound digital connection opportunities to reach audiences.

The fear of facing lost motivation and the decreased productivity that often follows is a significant challenge, however there are ways to start turning the table on them.

We should remind ourselves that we’re in the midst of a pandemic, and that simply making it through a day can in its own way be the biggest victory we can hope for.

It can also be helpful to take stock of anything extra beyond the bare minimum that we’ve been able to accomplish during the day — even if it’s just one small task — to remind ourselves that we not only have the power to push on and survive the daily challenges of the global health crisis, but also the ability to perform in ways that may surprise us if we take the time to seek out and acknowledge them.

B2B marketers are a busy bunch, and while having a chock full or overbooked schedule can in some ways help us make it through the next day, it’s important to take care of our own needs — whether by boosting happiness hormones or through other methods — and to work in time for reflection, physical and creative activities, and other self-care elements that will help avoid marketing burnout as time passes.

[bctt tweet=”“It’s important to take care of our own needs and work in time for reflection, physical and creative activities, and other self-care elements to help avoid marketing burnout as time passes.” — Lane R. Ellis @lanerellis” username=”toprank”]

3 — Fear of Uncertainty

via GIPHY

During the pandemic the fear of uncertainty has affected us all. Most marketers are still dealing with the upheaval of remote work, and the uncertainty surrounding a future that remains more of a mystery than anyone would like can at times feel overwhelming.

This fear of uncertainty has played a part in a significant drop in confidence among corporate executives, according to Deloitte’s new Global Marketing Trends 2021 report, surveying over 400 global CMOs and other executives. From CEOs and CIOs to COOs and CMOs, confidence has understandably fallen during the pandemic.

Deloitte Image

Marketing activities that boost trust can help overcome the confidence debt that has risen during the pandemic, such as those our CEO Lee Odden recently explored in “In Search of Trust: How Authentic Content Drives Customer Experience.”

To help face some of the fears surrounding remote work, we’ve also written several articles to assist you in turning those remote work challenges into newfound advantages, including my own “Day 4,777: Remote Work Tips From 13+ Years As A Distance Marketer.” Here are the others:

[bctt tweet=”“Marketing activities that boost trust can help overcome the confidence debt that has risen during the pandemic.” — Lane R. Ellis @lanerellis” username=”toprank”]

4 — Fear of Giving Away Your Secret Sauce Recipe

It’s not uncommon in the marketing world to face the fear of divulging what may appear to be too much information — to the point where you might think a client would simply be able to take your secret sauce recipe and create the same type of success that you have.

One of the greatest elements in both content marketing and B2B influencer marketing, however, is the expectation and respect of freely sharing helpful information.

Content marketing has been built on a foundation of giving away helpful information — whether in the form of writing or visual elements — which has undoubtedly been a primary reason why it’s become such a popular and successful method marketers use to connect with people.

B2B influencer marketing similarly counts among its core values the free exchange of expert insight and advice, which has likely contributed to a rise in the use of B2B influencer marketing among top brands, such as with our own clients Adobe, LinkedIn, AT&T, Dell, Oracle, and other top organizations.

Face the fear of giving away your secret sauce recipe by learning more about content marketing  — we have you covered with the following recent articles about the practice, and for learning more about the power of B2B influencer marketing a great starting point is our groundbreaking and authoritative 45-plus page 2020 State of B2B Influencer Marketing Research Report.

[bctt tweet=”“One of the greatest elements in both content marketing and B2B influencer marketing is the expectation and respect of freely sharing helpful information.” — Lane R. Ellis @lanerellis” username=”toprank”]

5 — Fear of Oversharing or Under-Sharing

via GIPHY

I must be sharing too much content too often? But what if I’m not sharing nearly enough to be effective…

These common fears arise when marketers haven’t conducted tests to determine the sharing cadence that works best among a particular audience or on a specific social platform.

Although it can take time to fine-tune your social media sharing frequency, finding the cadence that best resonates with with your audience is well worth it to not only attract new followers but also keep existing fans.

In our informal poll asking B2B marketers their primary reason for unfollowing a brand, sharing too much content and irrelevant content were the top reasons aside from poor quality content.

LinkedIn Poll

Each year firms produce reports based on the examination of social publishing data in an attempt to pinpoint the top times to publish on various platforms, such as Sprout Social’s “How COVID-19 Has Changed Social Media Engagement,” and Hootsuite’s “The Best Time to Post on Facebook, Instagram, Twitter, and LinkedIn.” This data can be helpful in developing your own plan, however it should be considered a starting off point rather than social posting gospel.

[bctt tweet=”“Finding the social publishing cadence that best resonates with with your audience is well worth it to not only attract new followers but also keep existing fans.” — Lane R. Ellis @lanerellis” username=”toprank”]

6 — Fear of Messaging That Appears Too Old or Too Young

Aside from our physical age, the messaging we create can be constructed in a vast range of tones, with only certain ones ringing true with your intended audience.

Many marketers are afraid of crafting messaging that goes too far in either direction — appearing to be made for much older audiences than intended, or taking on tones that make the content skew far too young.

You can help overcome this fear by learning more about your audience — who are they, what questions are they asking, and what tone will work the best when communicating with them?

Our “10 Smart Question Research Tools for B2B Marketers” shares many tools B2B marketers can use to uncover the questions people are asking, while our “5 Essential Questions to Guide Your B2B Influencer Marketing Strategy” explores how B2B influencer marketing can help connect with audiences, and in “Your B2B Marketing Book of Life: 10 Inspiring B2B Marketing Tips From Family History,” we take a family history themed look at getting to know your particular marketing audience.

7 — Fear of Aiming For the Stars

I can’t compete with that — it won top honors at Cannes!

The fear of aiming too high is another common one among marketers, as it can be daunting to contemplate going head to head with the very best marketing efforts the world has to offer.

Looking at examples of award-winning efforts, however, is a great way to help you dream big and see how brands are making their marketing dreams come true. Breaking down award-winning examples into bite-sized chunks — from start to finish — can help us see that even the greatest digital campaigns were formed by perfectly piecing together small elements that all work together in harmony.

In the following articles we’ve explored some top examples to help you conquer your fear of reaching for the marketing stars:

[bctt tweet=”“Even the greatest digital marketing campaigns were formed by perfectly piecing together small elements that all work together in harmony.” — Lane R. Ellis @lanerellis” username=”toprank”]

8 — Fear of Missing Deadlines

I need to put in a twenty hour day to be absolutely certain this project meets the deadline!”

The fear of being unable to meet deadlines can be daunting for many marketers, but doesn’t have to rule your professional life if you put your projects in order and implement scheduling touch points that keep things on track through the process, so those last minute surprises are few and far between.

Getting into good deadline scheduling habits that include plenty of built-in time for leeway needed to ward off last-minute chaos is well worth the effort.

Here are several articles we’ve written that will help overcome those efficiency and time management fears:

[bctt tweet=”“Getting into good deadline scheduling habits that include plenty of built-in time for leeway needed to ward off last-minute chaos is well worth the effort.” — Lane R. Ellis @lanerellis” username=”toprank”]

9 — Fear of Presenting New Ideas

Even if you never miss a deadline, many marketers face another fear that arises when plans abound and suggestions are plentiful — the fear of presenting new ideas.

Our own influencer marketing strategist Nic Michael has several tactics for facing and overcoming this widespread fear.

“One of my biggest marketing fears is presenting new ideas,” Nic shared.

“Whether an influencer list or a creative execution, I always fear that my client stakeholders will hate what I have done. Over time, I have realized that coming in with strategic thinking, enthusiasm, and confidence, makes presenting a much less stressful situation than it plays out in your head,” Nic observed.

Our own vice president of client accounts Alexis Hall takes a look at these and other methods for better marketing presentations in “How to Power Marketing Presentations With Data Visualization & Win Over Your Audience,” including helpful tips to overcome even the strongest fear of sharing new ideas.

10 — Fear of Missing New Industry Trends

Plenty of marketers also fear missing out on new industry trends, as keeping up with the swift twists and turns of today’s marketing scene — with mile-a-minute product launches, ever-new platforms, feature changes and additions — is not an easy task.

It can be done, however, as our director of search and analytics Seth Epstein explained.

“For a long time I was fearful that I wouldn’t be able to stay up to date on everything I need to know to be relevant as a marketer,” Seth said.

“To overcome that, I’ve learned to focus on business goals and on understanding who potential customers are and what they want. Testing new strategies and tactics, and keeping up with trends becomes easier — and fun — when you’ve got confidence in your marketing foundations,” Seth observed.

One way to keep up on the latest B2B marketing industry trends is by following blogs such as our own, and by keeping up with our B2B Marketing News, which publishes every Friday.

Don’t Look Back At Your Marketing Fears

via GIPHY

Whether it’s the fears we’ve explored here or some of the many more marketers are facing today more than ever because of the pandemic, it’s important to move forward and not look back — like Count Orlok in F.W. Murnau’s fear-riddled Nosferatu — on the fears we’ve either already overcome or are working to face in our daily lives.

Facing our fears can make us better B2B marketers and in many aspects of our professional and personal lives as well, so I encourage you to use this first-ever Halloween pandemic season to take the methods and suggestions we’ve looked at to heart, and to create your own new form of fearless marketing and living.

Want further help facing your marketing fears? Contact us and find out why brands from SAP, LinkedIn, AT&T Business, and Adobe to IBM, Dell, Cherwell Software, monday.com and more have chosen TopRank Marketing.

The post 10 Horrifying Marketing Fears & How To Turn Them Into 2021 Successes appeared first on B2B Marketing Blog – TopRank®.

October 29, 2020
  • by

Do you need help with marketing material or software?

Man cowering in fear behind a blanket.

Man cowering in fear behind a blanket.

What are your most daunting and horrifying marketing fears?

Have you confronted them, or are they still lurking in the dark corners of your marketing mind?

The uncertainty of the pandemic has given rise to new fears for many, and brought out long-recessed ones for others.

Luckily with all of these fears come new opportunities for tackling them, learning more about ourselves, and perhaps even becoming better marketers in the process.

Let’s take a look at some of the top fears in marketing, including examples from some of our own team, and explore how you can take action to conquer your greatest marketing fears and turn them into 2021 successes.

1 — Fear of Boring and Losing Your Audience

via GIPHY

A top fear shared by many marketers is undoubtedly creating content that does nothing but bore your audience.

Especially among B2B marketers, the fear of producing dull and dry content is a valid concern, where many worry about how to bring life and energy to the latest whitepaper data or statistics.

Thankfully, the B2B marketing industry has undergone a significant sea change in recent times, as methods for infusing interactive and experiential elements, genuinely interesting storytelling, and the trustworthiness of expert industry influencers have proliferated — all methods you can incorporate into your own efforts to ditch the legacy of dusty old boring B2B.

Over the years we’ve written many articles about how B2B marketers can bring energy, inspiration, and genuine excitement to digital efforts, and here are just a few to help you overcome the fear of creating boring B2B content:

[bctt tweet=”“B2B marketing has undergone a sea change in recent times, as methods for infusing interactive and experiential elements, storytelling, and the trustworthiness of expert industry influencers have proliferated.” — Lane R. Ellis @lanerellis” username=”toprank”]

2 — Fear of Not Doing Enough & Being Unmotivated

As Tim Herrera, smarter living editor at The New York Times recently wrote in the piece “7 Months Into the Pandemic and I’m Losing Motivation. Help!”, now isn’t the time to pretend we’re living in normal times.

“Accepting that it’s OK to not feel as inspired as you did a year ago can help us adjust to this new way of life,” Herrera suggested.

Anxiety and stress can take a huge toll on productivity, so it’s important for marketers to reassess — daily or even hourly — just what progress and personal success are during a lengthy pandemic, and to define them in more forgiving and graceful ways during the pandemic.

During the pandemic some 23 percent of people across the world have turned to online communities for stress management, according to Facebook’s recently-released “Connected Convenience: How People Are Finding And Fostering Togetherness Online” report, which for marketers has given rise to newfound digital connection opportunities to reach audiences.

The fear of facing lost motivation and the decreased productivity that often follows is a significant challenge, however there are ways to start turning the table on them.

We should remind ourselves that we’re in the midst of a pandemic, and that simply making it through a day can in its own way be the biggest victory we can hope for.

It can also be helpful to take stock of anything extra beyond the bare minimum that we’ve been able to accomplish during the day — even if it’s just one small task — to remind ourselves that we not only have the power to push on and survive the daily challenges of the global health crisis, but also the ability to perform in ways that may surprise us if we take the time to seek out and acknowledge them.

B2B marketers are a busy bunch, and while having a chock full or overbooked schedule can in some ways help us make it through the next day, it’s important to take care of our own needs — whether by boosting happiness hormones or through other methods — and to work in time for reflection, physical and creative activities, and other self-care elements that will help avoid marketing burnout as time passes.

[bctt tweet=”“It’s important to take care of our own needs and work in time for reflection, physical and creative activities, and other self-care elements to help avoid marketing burnout as time passes.” — Lane R. Ellis @lanerellis” username=”toprank”]

3 — Fear of Uncertainty

via GIPHY

During the pandemic the fear of uncertainty has affected us all. Most marketers are still dealing with the upheaval of remote work, and the uncertainty surrounding a future that remains more of a mystery than anyone would like can at times feel overwhelming.

This fear of uncertainty has played a part in a significant drop in confidence among corporate executives, according to Deloitte’s new Global Marketing Trends 2021 report, surveying over 400 global CMOs and other executives. From CEOs and CIOs to COOs and CMOs, confidence has understandably fallen during the pandemic.

Deloitte Image

Marketing activities that boost trust can help overcome the confidence debt that has risen during the pandemic, such as those our CEO Lee Odden recently explored in “In Search of Trust: How Authentic Content Drives Customer Experience.”

To help face some of the fears surrounding remote work, we’ve also written several articles to assist you in turning those remote work challenges into newfound advantages, including my own “Day 4,777: Remote Work Tips From 13+ Years As A Distance Marketer.” Here are the others:

[bctt tweet=”“Marketing activities that boost trust can help overcome the confidence debt that has risen during the pandemic.” — Lane R. Ellis @lanerellis” username=”toprank”]

4 — Fear of Giving Away Your Secret Sauce Recipe

It’s not uncommon in the marketing world to face the fear of divulging what may appear to be too much information — to the point where you might think a client would simply be able to take your secret sauce recipe and create the same type of success that you have.

One of the greatest elements in both content marketing and B2B influencer marketing, however, is the expectation and respect of freely sharing helpful information.

Content marketing has been built on a foundation of giving away helpful information — whether in the form of writing or visual elements — which has undoubtedly been a primary reason why it’s become such a popular and successful method marketers use to connect with people.

B2B influencer marketing similarly counts among its core values the free exchange of expert insight and advice, which has likely contributed to a rise in the use of B2B influencer marketing among top brands, such as with our own clients Adobe, LinkedIn, AT&T, Dell, Oracle, and other top organizations.

Face the fear of giving away your secret sauce recipe by learning more about content marketing  — we have you covered with the following recent articles about the practice, and for learning more about the power of B2B influencer marketing a great starting point is our groundbreaking and authoritative 45-plus page 2020 State of B2B Influencer Marketing Research Report.

[bctt tweet=”“One of the greatest elements in both content marketing and B2B influencer marketing is the expectation and respect of freely sharing helpful information.” — Lane R. Ellis @lanerellis” username=”toprank”]

5 — Fear of Oversharing or Under-Sharing

via GIPHY

I must be sharing too much content too often? But what if I’m not sharing nearly enough to be effective…

These common fears arise when marketers haven’t conducted tests to determine the sharing cadence that works best among a particular audience or on a specific social platform.

Although it can take time to fine-tune your social media sharing frequency, finding the cadence that best resonates with with your audience is well worth it to not only attract new followers but also keep existing fans.

In our informal poll asking B2B marketers their primary reason for unfollowing a brand, sharing too much content and irrelevant content were the top reasons aside from poor quality content.

LinkedIn Poll

Each year firms produce reports based on the examination of social publishing data in an attempt to pinpoint the top times to publish on various platforms, such as Sprout Social’s “How COVID-19 Has Changed Social Media Engagement,” and Hootsuite’s “The Best Time to Post on Facebook, Instagram, Twitter, and LinkedIn.” This data can be helpful in developing your own plan, however it should be considered a starting off point rather than social posting gospel.

[bctt tweet=”“Finding the social publishing cadence that best resonates with with your audience is well worth it to not only attract new followers but also keep existing fans.” — Lane R. Ellis @lanerellis” username=”toprank”]

6 — Fear of Messaging That Appears Too Old or Too Young

Aside from our physical age, the messaging we create can be constructed in a vast range of tones, with only certain ones ringing true with your intended audience.

Many marketers are afraid of crafting messaging that goes too far in either direction — appearing to be made for much older audiences than intended, or taking on tones that make the content skew far too young.

You can help overcome this fear by learning more about your audience — who are they, what questions are they asking, and what tone will work the best when communicating with them?

Our “10 Smart Question Research Tools for B2B Marketers” shares many tools B2B marketers can use to uncover the questions people are asking, while our “5 Essential Questions to Guide Your B2B Influencer Marketing Strategy” explores how B2B influencer marketing can help connect with audiences, and in “Your B2B Marketing Book of Life: 10 Inspiring B2B Marketing Tips From Family History,” we take a family history themed look at getting to know your particular marketing audience.

7 — Fear of Aiming For the Stars

I can’t compete with that — it won top honors at Cannes!

The fear of aiming too high is another common one among marketers, as it can be daunting to contemplate going head to head with the very best marketing efforts the world has to offer.

Looking at examples of award-winning efforts, however, is a great way to help you dream big and see how brands are making their marketing dreams come true. Breaking down award-winning examples into bite-sized chunks — from start to finish — can help us see that even the greatest digital campaigns were formed by perfectly piecing together small elements that all work together in harmony.

In the following articles we’ve explored some top examples to help you conquer your fear of reaching for the marketing stars:

[bctt tweet=”“Even the greatest digital marketing campaigns were formed by perfectly piecing together small elements that all work together in harmony.” — Lane R. Ellis @lanerellis” username=”toprank”]

8 — Fear of Missing Deadlines

I need to put in a twenty hour day to be absolutely certain this project meets the deadline!”

The fear of being unable to meet deadlines can be daunting for many marketers, but doesn’t have to rule your professional life if you put your projects in order and implement scheduling touch points that keep things on track through the process, so those last minute surprises are few and far between.

Getting into good deadline scheduling habits that include plenty of built-in time for leeway needed to ward off last-minute chaos is well worth the effort.

Here are several articles we’ve written that will help overcome those efficiency and time management fears:

[bctt tweet=”“Getting into good deadline scheduling habits that include plenty of built-in time for leeway needed to ward off last-minute chaos is well worth the effort.” — Lane R. Ellis @lanerellis” username=”toprank”]

9 — Fear of Presenting New Ideas

Even if you never miss a deadline, many marketers face another fear that arises when plans abound and suggestions are plentiful — the fear of presenting new ideas.

Our own influencer marketing strategist Nic Michael has several tactics for facing and overcoming this widespread fear.

“One of my biggest marketing fears is presenting new ideas,” Nic shared.

“Whether an influencer list or a creative execution, I always fear that my client stakeholders will hate what I have done. Over time, I have realized that coming in with strategic thinking, enthusiasm, and confidence, makes presenting a much less stressful situation than it plays out in your head,” Nic observed.

Our own vice president of client accounts Alexis Hall takes a look at these and other methods for better marketing presentations in “How to Power Marketing Presentations With Data Visualization & Win Over Your Audience,” including helpful tips to overcome even the strongest fear of sharing new ideas.

10 — Fear of Missing New Industry Trends

Plenty of marketers also fear missing out on new industry trends, as keeping up with the swift twists and turns of today’s marketing scene — with mile-a-minute product launches, ever-new platforms, feature changes and additions — is not an easy task.

It can be done, however, as our director of search and analytics Seth Epstein explained.

“For a long time I was fearful that I wouldn’t be able to stay up to date on everything I need to know to be relevant as a marketer,” Seth said.

“To overcome that, I’ve learned to focus on business goals and on understanding who potential customers are and what they want. Testing new strategies and tactics, and keeping up with trends becomes easier — and fun — when you’ve got confidence in your marketing foundations,” Seth observed.

One way to keep up on the latest B2B marketing industry trends is by following blogs such as our own, and by keeping up with our B2B Marketing News, which publishes every Friday.

Don’t Look Back At Your Marketing Fears

via GIPHY

Whether it’s the fears we’ve explored here or some of the many more marketers are facing today more than ever because of the pandemic, it’s important to move forward and not look back — like Count Orlok in F.W. Murnau’s fear-riddled Nosferatu — on the fears we’ve either already overcome or are working to face in our daily lives.

Facing our fears can make us better B2B marketers and in many aspects of our professional and personal lives as well, so I encourage you to use this first-ever Halloween pandemic season to take the methods and suggestions we’ve looked at to heart, and to create your own new form of fearless marketing and living.

Want further help facing your marketing fears? Contact us and find out why brands from SAP, LinkedIn, AT&T Business, and Adobe to IBM, Dell, Cherwell Software, monday.com and more have chosen TopRank Marketing.

The post 10 Horrifying Marketing Fears & How To Turn Them Into 2021 Successes appeared first on B2B Marketing Blog – TopRank®.

October 28, 2020
  • by

How easy is it to market online?

Man cowering in fear behind a blanket.

Man cowering in fear behind a blanket.

What are your most daunting and horrifying marketing fears?

Have you confronted them, or are they still lurking in the dark corners of your marketing mind?

The uncertainty of the pandemic has given rise to new fears for many, and brought out long-recessed ones for others.

Luckily with all of these fears come new opportunities for tackling them, learning more about ourselves, and perhaps even becoming better marketers in the process.

Let’s take a look at some of the top fears in marketing, including examples from some of our own team, and explore how you can take action to conquer your greatest marketing fears and turn them into 2021 successes.

1 — Fear of Boring and Losing Your Audience

via GIPHY

A top fear shared by many marketers is undoubtedly creating content that does nothing but bore your audience.

Especially among B2B marketers, the fear of producing dull and dry content is a valid concern, where many worry about how to bring life and energy to the latest whitepaper data or statistics.

Thankfully, the B2B marketing industry has undergone a significant sea change in recent times, as methods for infusing interactive and experiential elements, genuinely interesting storytelling, and the trustworthiness of expert industry influencers have proliferated — all methods you can incorporate into your own efforts to ditch the legacy of dusty old boring B2B.

Over the years we’ve written many articles about how B2B marketers can bring energy, inspiration, and genuine excitement to digital efforts, and here are just a few to help you overcome the fear of creating boring B2B content:

[bctt tweet=”“B2B marketing has undergone a sea change in recent times, as methods for infusing interactive and experiential elements, storytelling, and the trustworthiness of expert industry influencers have proliferated.” — Lane R. Ellis @lanerellis” username=”toprank”]

2 — Fear of Not Doing Enough & Being Unmotivated

As Tim Herrera, smarter living editor at The New York Times recently wrote in the piece “7 Months Into the Pandemic and I’m Losing Motivation. Help!”, now isn’t the time to pretend we’re living in normal times.

“Accepting that it’s OK to not feel as inspired as you did a year ago can help us adjust to this new way of life,” Herrera suggested.

Anxiety and stress can take a huge toll on productivity, so it’s important for marketers to reassess — daily or even hourly — just what progress and personal success are during a lengthy pandemic, and to define them in more forgiving and graceful ways during the pandemic.

During the pandemic some 23 percent of people across the world have turned to online communities for stress management, according to Facebook’s recently-released “Connected Convenience: How People Are Finding And Fostering Togetherness Online” report, which for marketers has given rise to newfound digital connection opportunities to reach audiences.

The fear of facing lost motivation and the decreased productivity that often follows is a significant challenge, however there are ways to start turning the table on them.

We should remind ourselves that we’re in the midst of a pandemic, and that simply making it through a day can in its own way be the biggest victory we can hope for.

It can also be helpful to take stock of anything extra beyond the bare minimum that we’ve been able to accomplish during the day — even if it’s just one small task — to remind ourselves that we not only have the power to push on and survive the daily challenges of the global health crisis, but also the ability to perform in ways that may surprise us if we take the time to seek out and acknowledge them.

B2B marketers are a busy bunch, and while having a chock full or overbooked schedule can in some ways help us make it through the next day, it’s important to take care of our own needs — whether by boosting happiness hormones or through other methods — and to work in time for reflection, physical and creative activities, and other self-care elements that will help avoid marketing burnout as time passes.

[bctt tweet=”“It’s important to take care of our own needs and work in time for reflection, physical and creative activities, and other self-care elements to help avoid marketing burnout as time passes.” — Lane R. Ellis @lanerellis” username=”toprank”]

3 — Fear of Uncertainty

via GIPHY

During the pandemic the fear of uncertainty has affected us all. Most marketers are still dealing with the upheaval of remote work, and the uncertainty surrounding a future that remains more of a mystery than anyone would like can at times feel overwhelming.

This fear of uncertainty has played a part in a significant drop in confidence among corporate executives, according to Deloitte’s new Global Marketing Trends 2021 report, surveying over 400 global CMOs and other executives. From CEOs and CIOs to COOs and CMOs, confidence has understandably fallen during the pandemic.

Deloitte Image

Marketing activities that boost trust can help overcome the confidence debt that has risen during the pandemic, such as those our CEO Lee Odden recently explored in “In Search of Trust: How Authentic Content Drives Customer Experience.”

To help face some of the fears surrounding remote work, we’ve also written several articles to assist you in turning those remote work challenges into newfound advantages, including my own “Day 4,777: Remote Work Tips From 13+ Years As A Distance Marketer.” Here are the others:

[bctt tweet=”“Marketing activities that boost trust can help overcome the confidence debt that has risen during the pandemic.” — Lane R. Ellis @lanerellis” username=”toprank”]

4 — Fear of Giving Away Your Secret Sauce Recipe

It’s not uncommon in the marketing world to face the fear of divulging what may appear to be too much information — to the point where you might think a client would simply be able to take your secret sauce recipe and create the same type of success that you have.

One of the greatest elements in both content marketing and B2B influencer marketing, however, is the expectation and respect of freely sharing helpful information.

Content marketing has been built on a foundation of giving away helpful information — whether in the form of writing or visual elements — which has undoubtedly been a primary reason why it’s become such a popular and successful method marketers use to connect with people.

B2B influencer marketing similarly counts among its core values the free exchange of expert insight and advice, which has likely contributed to a rise in the use of B2B influencer marketing among top brands, such as with our own clients Adobe, LinkedIn, AT&T, Dell, Oracle, and other top organizations.

Face the fear of giving away your secret sauce recipe by learning more about content marketing  — we have you covered with the following recent articles about the practice, and for learning more about the power of B2B influencer marketing a great starting point is our groundbreaking and authoritative 45-plus page 2020 State of B2B Influencer Marketing Research Report.

[bctt tweet=”“One of the greatest elements in both content marketing and B2B influencer marketing is the expectation and respect of freely sharing helpful information.” — Lane R. Ellis @lanerellis” username=”toprank”]

5 — Fear of Oversharing of Under-Sharing

via GIPHY

I must be sharing too much content too often? But what if I’m not sharing nearly enough to be effective…

These common fears arise when marketers haven’t conducted tests to determine the sharing cadence that works best among a particular audience or on a specific social platform.

Although it can take time to fine-tune your social media sharing frequency, finding the cadence that best resonates with with your audience is well worth it to not only attract new followers but also keep existing fans.

In our informal poll asking B2B marketers their primary reason for unfollowing a brand, sharing too much content and irrelevant content were the top reasons aside from poor quality content.

LinkedIn Poll

Each year firms produce reports based on the examination of social publishing data in an attempt to pinpoint the top times to publish on various platforms, such as Sprout Social’s “How COVID-19 Has Changed Social Media Engagement,” and Hootsuite’s “The Best Time to Post on Facebook, Instagram, Twitter, and LinkedIn.” This data can be helpful in developing your own plan, however it should be considered a starting off point rather than social posting gospel.

[bctt tweet=”“Finding the social publishing cadence that best resonates with with your audience is well worth it to not only attract new followers but also keep existing fans.” — Lane R. Ellis @lanerellis” username=”toprank”]

6 — Fear of Messaging That Appears Too Old or Too Young

Aside from our physical age, the messaging we create can be constructed in a vast range of tones, with only certain ones ringing true with your intended audience.

Many marketers are afraid of crafting messaging that goes too far in either direction — appearing to be made for much older audiences than intended, or taking on tones that make the content skew far too young.

You can help overcome this fear by learning more about your audience — who are they, what questions are they asking, and what tone will work the best when communicating with them?

Our “10 Smart Question Research Tools for B2B Marketers” shares many tools B2B marketers can use to uncover the questions people are asking, while our “5 Essential Questions to Guide Your B2B Influencer Marketing Strategy” explores how B2B influencer marketing can help connect with audiences, and in “Your B2B Marketing Book of Life: 10 Inspiring B2B Marketing Tips From Family History,” we take a family history themed look at getting to know your particular marketing audience.

7 — Fear of Aiming For the Stars

I can’t compete with that — it won top honors at Cannes!

The fear of aiming too high is another common one among marketers, as it can be daunting to contemplate going head to head with the very best marketing efforts the world has to offer.

Looking at examples of award-winning efforts, however, is a great way to help you dream big and see how brands are making their marketing dreams come true. Breaking down award-winning examples into bite-sized chunks — from start to finish — can help us see that even the greatest digital campaigns were formed by perfectly piecing together small elements that all work together in harmony.

In the following articles we’ve explored some top examples to help you conquer your fear of reaching for the marketing stars:

[bctt tweet=”“Even the greatest digital marketing campaigns were formed by perfectly piecing together small elements that all work together in harmony.” — Lane R. Ellis @lanerellis” username=”toprank”]

8 — Fear of Missing Deadlines

I need to put in a twenty hour day to be absolutely certain this project meets the deadline!”

The fear of being unable to meet deadlines can be daunting for many marketers, but doesn’t have to rule your professional life if you put your projects in order and implement scheduling touch points that keep things on track through the process, so those last minute surprises are few and far between.

Getting into good deadline scheduling habits that include plenty of built-in time for leeway needed to ward off last-minute chaos is well worth the effort.

Here are several articles we’ve written that will help overcome those efficiency and time management fears:

[bctt tweet=”“Getting into good deadline scheduling habits that include plenty of built-in time for leeway needed to ward off last-minute chaos is well worth the effort.” — Lane R. Ellis @lanerellis” username=”toprank”]

9 — Fear of Presenting New Ideas

Even if you never miss a deadline, many marketers face another fear that arises when plans abound and suggestions are plentiful — the fear of presenting new ideas.

Our own influencer marketing strategist Nic Michael has several tactics for facing and overcoming this widespread fear.

“One of my biggest marketing fears is presenting new ideas,” Nic shared.

“Whether an influencer list or a creative execution, I always fear that my client stakeholders will hate what I have done. Over time, I have realized that coming in with strategic thinking, enthusiasm, and confidence, makes presenting a much less stressful situation than it plays out in your head,” Nic observed.

Our own vice president of client accounts Alexis Hall takes a look at these and other methods for better marketing presentations in “How to Power Marketing Presentations With Data Visualization & Win Over Your Audience,” including helpful tips to overcome even the strongest fear of sharing new ideas.

10 — Fear of Missing New Industry Trends

Plenty of marketers also fear missing out on new industry trends, as keeping up with the swift twists and turns of today’s marketing scene — with mile-a-minute product launches, ever-new platforms, feature changes and additions — is not an easy task.

It can be done, however, as our director of search and analytics Seth Epstein explained.

“For a long time I was fearful that I wouldn’t be able to stay up to date on everything I need to know to be relevant as a marketer,” Seth said.

“To overcome that, I’ve learned to focus on business goals and on understanding who potential customers are and what they want. Testing new strategies and tactics, and keeping up with trends becomes easier — and fun — when you’ve got confidence in your marketing foundations,” Seth observed.

One way to keep up on the latest B2B marketing industry trends is by following blogs such as our own, and by keeping up with our B2B Marketing News, which publishes every Friday.

Don’t Look Back At Your Marketing Fears

via GIPHY

Whether it’s the fears we’ve explored here or some of the many more marketers are facing today more than ever because of the pandemic, it’s important to move forward and not look back — like Count Orlok in F.W. Murnau’s fear-riddled Nosferatu — on the fears we’ve either already overcome or are working to face in our daily lives.

Facing our fears can make us better B2B marketers and in many aspects of our professional and personal lives as well, so I encourage you to use this first-ever Halloween pandemic season to take the methods and suggestions we’ve looked at to heart, and to create your own new form of fearless marketing and living.

Want further help facing your marketing fears? Contact us and find out why brands from SAP, LinkedIn, AT&T Business, and Adobe to IBM, Dell, Cherwell Software, monday.com and more have chosen TopRank Marketing.

The post 10 Horrifying Marketing Fears & How To Turn Them Into 2021 Successes appeared first on B2B Marketing Blog – TopRank®.

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