This may be of some interest.
Without question, the COVID-19 pandemic has had an impact on the B2B world with companies generally reducing marketing budgets. At the same time, many B2B companies are maintaining or increasing marketing spend as we’ve seen with most of our clients at TopRank Marketing.
While there has generally been a shift from explicit sales/push marketing content to brand messaging that is more aligned with the times and empathetic to customers, sales expectations still exist for B2B brands during the COVID-19 pandemic.
The challenge many B2B marketers are facing is to understand how to navigate both the short term changes in what works for customers in the current environment as as well as in the long term, post-crisis.
According to research from McKinsey, one of the biggest changes that has happened is the boost in importance of B2B digital over traditional means of engaging customers – 200% more than before COVID-19. This move to digital means higher expectations by B2B customers of self service as well as B2B ecommerce experiences. With those changes in expectations come changes in marketing, short and long term.
Not only do B2B companies need to mitigate sales losses because of the uncertainty during the pandemic but those who want to continue being the best solution and top of mind for customers when purchasing behavior comes back need to look at what pandemic-era tactics will stick after the crisis has subsided.
For a great overview of how to measure marketing goals in a crisis, be sure to check out Birdie’s post here.
How buyers feel about B2B brands short and long term will directly contribute to which brands are the most relevant as budgets open up and business solutions investments experience substantial growth. Some of the long term metrics include branding goals measured by share of voice for social, share of search and earned media.
So, can B2B marketers do to optimize and measure their pandemic era marketing?
Content is the kingdom. Providing customers with information and resources for surviving and thriving during the pandemic that are useful from the customer’s perspective is a good starting point. Demonstrating how the B2B brand’s solution provides value in the current environment is also essential for creating relevance and utility with customers. Of course, useful information isn’t all there is. The shift towards digital, B2B brands need to make sure the digital experiences they provide are 100%: Information is easy to find, the inquiry or ordering process is easy and fast, there are zero glitches in using online systems.
Search is even more relevant. As mentioned in the research from McKinsey, self service is an increasing expectations amongst B2B buyers. One way buyers are performing self serve marketing is through the use of search engines.
An emphasis on search also helps B2B brands reach sales goals without being “salesly”. This trend has been picked up on by savvy B2B marketers with 63% of marketers saying it will be most important during the pandemic according to a survey by Conductor. This confidence is also exemplified from data reported by G2 Crowd showing B2B tech categories having a 200-600% increase in organic search traffic during the pandemic.
Of course to make search work, B2B brands need content and SEO best practices in place to ensure optimized visibility for what customers are looking for. We’ve seen many B2B brands emphasize SEO during the pandemic which enables buyers who are no longer attending trade shows and engaging in experiential or field marketing activities to use search engines for finding useful information and solutions on their own terms.
Findability works best with credibility. Customers are as skeptical of brand marketing as ever and are tiring of the “in these uncertain times, we’re here for you” ads and messaging. While bypassing that with search engine optimization and advertising works well for connecting with customers, optimized content that has added 3rd party credibility can work even better.
In our own research in the 2020 State of B2B Influencer Marketing Report, 77% of B2B marketers say their prospects rely on influencers for information. Confidence in influencer marketing is on the rise for B2B marketers. 63% of survey respondents believe they would have better marketing results with an influencer marketing program.
So, crisis era marketing that emphasizes SEO to help buyers pull themselves to brand content that also includes credibility inspiring content from industry experts is what can really create trust and the confidence for buyers to make the connection. This is why SEO and influence are essential partners for any B2B marketing effort during and after the pandemic.
Measuring the impact of B2B content marketing that is optimized and influencer activated means understanding the search phrases and topics of influence that are most relevant for customers and then tracking the brand’s relevance, engagement and conversion for those topics.
For search marketing, key measures include:
- Topic visibility reporting & share of search for those topics
- Referred traffic to content optimized for the target topics
- Conversions from target topic content
Influencer marketing, metrics to track include:
- Share of voice on topics of include
- Growth of brand affinity with influencers
- Reach of topic content amongst influencer networks
- Engagement and conversion performance of topic content shared by influencers
- Growth in affinity of topics and brand in social
- Growth of organic brand advocacy by influencers and their networks
Uncertainty is a dangerous state for businesses and making no decision is often worse than making the wrong decision or failing fast. Understanding the shifts in buyer behavior can help B2B brands gain confidence in the role content marketing will play in the short and long term. Relevant content that is both findable for increasingly self-serve buyers and credible through industry expert contributions can give the competitive advantage needed to perform both short term and post-pandemic.
The post Three B2B Marketing Tactics That Will Outlast the COVID19 Pandemic appeared first on Online Marketing Blog – TopRank®.
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This may be of some interest.
Want to write persuasive Facebook ad copy that sells? Wondering how to get your Facebook ads to work better? To explore what marketers need to know about writing Facebook ad copy that converts, I interview Molly Pittman on the Social Media Marketing Podcast. Molly is a Facebook ads strategist and co-host of the Perpetual Traffic […]
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From flexible work opportunities to more pay transparency, there are plenty of reasons to feel excited about what’s happening at work.
Are we finally creating a kinder, gentler workplace? We’ve certainly seen a number of positive signs over the past decade. A greater emphasis on culture, for instance, has set the stage for higher job satisfaction.
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I hear you, theoretical reader. And yet, I persevere.
B2B podcasting today is where content marketing was a decade ago. It’s emerging as a marketing discipline. People are starting to get sophisticated about deploying and measuring podcasts. We’re seeing new tools to make it easier to launch, promote, and monetize. And despite the thousands of hours of audio out there already, there’s no sign that the market is satiated.
I believe that if you’re not already thinking about podcasting for your B2B brand, you should be. But if my beautiful words can’t convince you, let the data tell the story:
B2B Podcasting: 20 Stats that Make the Case
These statistics come from five different reports, all released in the last year. When you look at all five together, the picture is clear: We’re nowhere near peak podcast, and brand content is the next frontier.
Podcast Listenership Just Keeps Growing
Podcasting is a growth medium. More people are listening now than ever before. But what’s truly impressive is how many listeners are new to the medium. Even though podcasts have been around since the early 2000s, they have only reached a mass market audience in the past couple of years.
1: Nearly a quarter of all listeners started in the past 6 months. (2)
2: Globally, 36% of the sampled population has listened to a podcast in the last month. (1)
3: 51% of the U.S. population over 12 has listened to a podcast. (2)
4: 32% of the U.S. population over 12 has listened in the past month (90 million people). (2)
5: 22% of the U.S. population over 12 listen weekly (60 million). (2)
6: 62.6% of respondents said they listen to more podcasts now than they did a year ago. (3)
7: Only 3.1% said they listen less than they did a year ago. (3)
In summary: Podcasts continue to attract new listeners to their existing audience of 90 million people monthly. And, most promisingly, those who listen are far more likely to add new podcasts than cut down.
[bctt tweet=”Podcasts continue to attract new listeners… And, most promisingly, those who listen are far more likely to add new podcasts than cut down. @NiteWrites #B2BPodcasting” username=”toprank”]
Podcast Listeners Are Demographically Valuable
Okay, so millions of people are listening to podcasts. But are these people a worthwhile target audience for B2B marketers?
The answer may vary depending on your most valuable audience, of course. But most B2B marketers are interested in targeting millennials. A recent survey found that at least 73% of millennials are involved in product or service decision making at work, with 33% reporting they’re the sole decision maker at their company.
Basically, if you’re trying to influence B2B purchases, millennials matter. And podcast listeners are disproportionately affluent, social media savvy millennials:
8: 50% of listeners under 35 have listened to a podcast in the last month. (1)
9: 41% of podcast listeners make $75k a year or more, compared to 29% of the general population. (2)
10: Podcast listeners are more likely to be active on social media across channels and more likely to follow companies and brands. (4)
Podcast Fans are Devoted Listeners
According to Google’s 2018 benchmarks, the average time on page for content from most industries is between two and three minutes. Marketers can certainly make an impression in that amount of time. Even fifteen seconds is valuable to a savvy marketer with a good hook and strong CTA. But podcast listeners spend a great deal more time with audio content:
11: 76.8% listen to podcasts more than 7 hours a week. (3)
12: 61.2% spend more time listening to podcasts than watching TV. (3)
13: 52% of monthly listeners listen to the entirety of each episode. (2)
14: 70% of listeners say that, at least sometimes, they do nothing else while listening to podcasts. (2)
As that last statistic shows, podcast listeners aren’t the distracted, multi-tasking folks we might have imagined they are. If the material is engaging, they’re willing to devote their attention. Speaking of which…
[bctt tweet=”Podcast listeners aren’t the distracted, multi-tasking folks we might have imagined they are. If the material is engaging, they’re willing to devote their attention. @NiteWrites #B2BPodcasting” username=”toprank”]
Podcast Fans Want to Learn (In a Fun Way)
Back in the early days, podcasts were — in the best sense of the word — geeky. They were for highly techy types to share knowledge, teach and learn. While purely entertaining podcasts have seen plenty of success, at the root of it podcasts are an ideal medium for learning.
People don’t just listen to podcasts for fun. The overwhelming majority want to feel smarter at the end of every episode.
Think of all the subject matter expertise in your company. Now multiply that by the influential guests (e.g. your customers, prospects, and industry experts and peers) you’ll invite on to share their expertise. It’s easy to see how a brand podcast can bring educational value to an audience that’s ready to learn.
15: 74% say they listen to podcasts to learn new things. (2)
16: 71% say they listen to be entertained. (2)
17: 59% say they enjoy podcasts because they make them feel smarter. (2)
The Business Podcast Market Is Ready for Lift-Off
There’s still a massive untapped market for helpful, informative business podcasts — exactly the type that B2B brands could develop, produce and promote. In fact, we can see that the ad revenue model for podcasting is expanding to include branded content. Right now, branded content is still a small percentage of overall podcast advertising, but it’s growing fast.
18: There are avid fans of business podcasts in 13 million households. (4)
19: There are casual fans of business podcasts in 52 million households. (4)
20: Branded content has increased from 1.5% to 10.1% of podcast advertising since 2016. (5)
What’s more, podcasts offer a range of content marketing benefits, which can inform and bolster your broader digital marketing strategy.
Don’t Be (Pod) Cast Aside
The podcast boom continues unabated — and it’s grown from a strictly amateur platform to a sophisticated content marketing medium. B2B marketers who are creating any kind of audio content should consider podcasting as a channel to earn attention, deeply engage an audience, and ultimately drive measurable business results.
Ready to produce your own podcast? Check out our webinar on the 4 P’s of Podcasting.
- Reuters Institute Digital News Report 2019
- The Podcast Consumer 2019
- Podcast Trends Report 2018
- Nielsen Marketers Guide to Podcasting
- IAB Podcast Ad Revenue Study for 2019
The post B2B Podcasting: 20 Stats that Make the Marketing Case appeared first on Online Marketing Blog – TopRank®.
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This may be of some interest.
While webinars might sound old school, most B2B marketers still say that they are the most effective form of content marketing for their companies.
While a jam-packed webinar is a beautiful thing, you know what’s better than filling your funnel with webinar leads? Converting those leads into customers.
The key to turning webinar leads into sales is giving your prospects a clear path forward. Too often, we focus on creating great webinar content and hosting an engaging webinar, which are both important, but we don’t spend enough time on the next step.
According to research from InsideSales.com, 73% of marketing and sales leaders say webinars are one of the best ways to generate high-quality leads. With this in mind, you don’t want to let these valuable leads languish in post-webinar purgatory. Here are nine simple ways to convert more webinar leads into sales.
How to Host Webinars That Convert
1. Pick a topic that’s relevant to your industry.
Is there a problem point, trend, or other topic that people in your industry are particularly buzzing about or reaching out to you for guidance on? If so, this could be a great topic that drives in webinar signups, attendees, and possibly conversions.
If your business offers solutions or services related to the topic or pain point discussed in the webinar, that’s even better. This will give you a platform where you can inform the audience about the topic, demonstrate your expertise in it, and then promote the product or service that corresponds in it. People who feel that your brand is knowledgeable about a certain pain point might trust that you’ve created a great solution that can help them/
2. Consider letting a thought leader or credible customer host.
By having a thought leader host, you can also demonstrate knowledge, expertise, and credibility in your industry. If people follow the thought leader, promoting the webinar and noting that this person is a host might also drive sign ups and attendees.
If you have a customer with a large amount of credibility in your industry who can talk about strategies they’ve used related to a certain topic while possibly intertwining mentions of your product in the webinar, this is a definite bonus. This way, listeners are getting the knowledge and advice that they’re craving, but they’re also getting a trustworthy endorsement of your product directly from someone who’s used it.
3. Make the webinar interactive.
As you and your host plan the webinar, come up with ways to make it interactive for the customer. Interactivity adds to the experience and can also be valuable to the listener.
For example, if your webinar system allows listeners to submit comments, consider including points in your webinar where you ask the listeners to reply with their strategies. Then read and discuss the best ones. You could also allow time at the end where webinar listeners could ask questions and the host could answer two or three of the best ones.
If your webinar system doesn’t allow questions, you could include this as a piece of the promotion. For example, if you post a link to the webinar signup page on your social channels, ask those interested to comment on your promotional post with a question for the host. Then similarly ask the best ones and give a shout out to the person who asked the question.
Another way you can get more interactive is by polling the audience, if that feature is available on your webinar system. This, again, makes the experience more interactive and entertaining for your audiences. But, additionally, they can view and learn from the results of other peers watching the webinar.
All in all, an interactive experience will create value and potentially please the prospect into signing up for more webinars or even investing in your product.
9 Easy Ways to Convert Webinar Leads into Sales
1. Poll your audience to see who’s ready to buy.
At GoToWebinar, we always use multiple polls during our webinars. They grab attendees’ attention and prompt them to take part in the action. Poll responses provide handy insights you can use to segment your audience by need, interest level, industry, and more, too.
Polling your attendees during the webinar will also help you find out if they’re interested in learning more about your company or talking to a sales representative. Bear in mind, this technique is not suited for top-of-the-funnel webinars that are unrelated to your product. You don’t want to hit attendees with a “buy now” message when they are still in the discovery phase.
Additionally, polling your attendees during the webinar — rather than polling them in a post-webinar email — will yield a much higher response rate. If attendees respond in the affirmative, pass them to your sales team for follow-up.
If you get a lot of positive poll responses, take time at the end of your webinar to demo your product or show your attendees how they can purchase it. Those who aren’t interested can hop off and those who are interested will appreciate the extra info.
2. Send a post-webinar survey.
Sending attendees a quick survey right after the webinar is a great way to see if your content resonated with them, capture additional attendee insights, and gauge attendee interest in your product.
If you didn’t ask them these questions during the webinar, ask them who’s ready to take the next step in a post-webinar survey. You can also use survey responses to segment your webinar attendees and tailor your follow up marketing messages.
3. Involve your sales team in the webinar.
Collaboration between marketing and sales sounds like a no-brainer, but it’s easy to overlook. To involve the sales team in your webinars, make sure they know what webinars are on the calendar and what topic they’ll cover. This will help the sales team prepare more thorough follow-up communication with webinar leads and keep your marketing efforts aligned with your company’s sales goals.
At GoToWebinar, we recommend going a step further and having sales reps join the webinar. They can even help run the webinar, fielding and answering attendee questions.
By taking part in the webinar, sales reps will get familiar with the topic. They’ll also notice that most attendees are engaged, which will make them all the more motivated to follow-up. This sets the groundwork to seamlessly pass the top webinar leads from marketing to sales.
4. Follow up within 24 hours.
While it’s still fresh in their minds, send out your first email follow-up to webinar attendees and no-shows within 24 hours of the webinar. Your audience expects to receive the webinar recording and presentation slides, regardless if they showed up or not.
Prospects also love when companies include a link to a follow-up blog post that summarizes the webinar content and answers some of the top attendee questions. Sure, it takes extra planning and a quick turnaround to do this, but you’re fostering a relationship with these prospects — this type of targeted content is key to converting your audience down the line.
5. Identify hot, warm, and cold leads.
You don’t have to use all three lead categories, but at the very least, divide your leads into hot leads that are ready for sales and ones that need to be nurtured.
We’ve already discussed two ways to identify hot leads — using a poll or survey — but you also have access to a lot of other data that can help you pinpoint where leads are in their buyer’s journey.
Look at data like:
- Registration responses: go beyond only asking for name and email on your webinar registration form. Ask more probing questions that will help segment and personalize your marketing.
- Attendee interest rating: if you’re using a solution like GoToWebinar or Zoom Video Webinar, you will have webinar reports that display your attendees’ engagement level over the course of the webinar.
- Previous marketing engagement: this includes web behavior, content downloads, and prior webinar activity.
6. Send personalized follow-ups to hot leads.
Passing on your sales-ready webinar leads with specific instructions for how to follow up will increase the odds your sales team will close these prospects. You could also go a step further and provide your sales reps with a customizable email template. The easier you make their job, the more likely they’ll hit it out of the park.
This follow-up messaging should relate to the webinar content, provide value, and offer help. It’s also effective to personalize these messages as much as possible based on what you know about each prospect.
7. Nurture warm and cold leads.
Even if some of your webinar leads aren’t ready to buy today, you don’t want to waste the opportunity of closing them when they do become ready to buy. Putting warm and cold webinar leads into your existing nurture tracks based on your usual segmentation will boost the chances that they’ll contact your company when they’re thinking about purchasing your solution.
Alternatively, you can create a webinar-specific nurturing track for these leads, if you have the resources. As you develop your nurturing content, think about what stage of the buying cycle the various segments of your attendees are in and identify other key content assets you can offer in your nurturing stream that build on your webinar content.
The length of the nurturing stream will depend on your sales cycle, but four to six weeks is a good place to start.
8. Retarget your webinar leads.
Creating retargeting campaigns for your webinar leads will keep your brand top of mind. Again, you can segment these audiences based off their responses, interest level, and previous marketing engagement, but the point is to keep your leads warm and move them through each stage of the journey.
Remember, retargeting ads should complement your other marketing tactics. You don’t want to email webinar leads with a discount offer and retarget them with an awareness ad at the same time.
9. Always empower leads to take action.
It’s always better to make it easy for your prospects to take the next step in their buyer’s journey. Even if your leads aren’t quite ready to become customers, give them the ability to keep learning with additional resources and ways to engage. Whether it’s during the webinar or in your follow-up emails, including a clear call to action and highlighting its benefit will entice your audience to take the next step with your business.
Webinar leads are some of your best leads.
A recent GoToWebinar study on content engagement revealed that people are willing to spend more time with a webinar than any other type of content. These are some of your most engaged leads, so make sure you have a plan to convert them. If you’re not ready for all these tactics, just start with a couple and you could see your webinar conversions gradually take off.
Editor’s Note: This blog post was originally published in November 2017 but was updated in November 2019 for comprehensiveness.
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This may be of some interest.
Writing a blog post is easy.
If you don’t write often, you may feel otherwise, but just follow this
and you’ll be good to go when it comes to writing. Or, you can just watch the
But still, you write a blog post and then what do you do?
Well, I’ll tell you this… most people forget the “marketing” in content marketing. Most people write content but don’t do a great job of promoting it.
Here’s the thing: I figured out the perfect formula to promoting content.
Best of all, it’s not complex. Heck, it doesn’t even take 30 minutes. It’s so easy that I broke it down into 6 steps.
And just to give you an idea before we dive into the formula, it’s so effective here is the traffic to my latest blog post.
35,492 visits in a week isn’t too shabby. The post didn’t do exceptionally well and it didn’t tank. It was just an average post.
Now you probably won’t see the same results as me as I’ve
been doing this for a long time, but your results will be much better than what
you are currently getting. Hence, I used the number of 3,549 in the title as
you should be able to drive 1/10th of what I am generating.
So, let’s dive right into the formula.
Step #1: Optimize your headline
8 out of 10 people will read your headline, but only 2 out of 10 people will click through on your headline to read the rest of your article.
No matter how well written your content is, promoting it won’t
be effective if no one likes your headline.
Now I know what you are thinking… I’ve already published my
article, is it too late to change my headline?
Nope, you can always change your headline, just try not
to change the URL of the article once it is already published. And if you decide
to change the URL, use a
There’s a really simple way to come up with headlines that work. Heck, it doesn’t even take more than a minute or two.
Just head over to Ubersuggest and type in the main keyword or phrase your article is about.
You’ll see a report that looks something like this:
Now I want you to click on “Content Ideas” in the left-hand navigation.
You should now see a report that looks like this:
This report shows you all of the blog posts around the web
that contain your keyword or phrase within their title. And it breaks it down
by social shares, backlinks, and search traffic.
You can use this to see what is working in your space.
Ideally, you want to look for headlines that have thousands of social shares (or hundreds if you aren’t in a popular industry), at least 10 backlinks, and more than 100 estimated visits. Just like the example below.
Making your headlines similar to ones that meet those 3 criteria
will increase your odds of getting more traffic.
Step #2: Add 3 internal links
The easiest way to get your new content more love is to
Yes, links are hard to build, but internal links are not…
plus they are still effective.
I rank for competitive terms like “digital marketing”…
A lot of it has to do with internal links. I link to my main
digital marketing page within my sidebar and within my content.
Every time you publish a new blog post, I want you to go into your older content that is relevant to your newly published blog post and add a link to it. Do this to 3 of your older blog posts.
This helps with indexing and it also helps your new
content rank higher on Google.
Step 3: Share your content on the social web carefully
The problem with social media marketing is that people think they can just share their content on sites like Facebook or LinkedIn and it will automatically do well.
Sadly, it won’t because billions of URLs have been shared
In other words, we just tend to ignore most of the links
But there is a simple way to stand out and get thousands of visitors from the social web, just like I get.
So, what’s my secret?
Well, I will give you a hint. Just look at one of my most
recent posts on LinkedIn:
And here is one from Facebook:
Do you notice a pattern?
I’m evoking curiosity. In other words, I am piquing your
interest and if you want to know the “solution” you have to click through to my
With the LinkedIn post, I tell you that marketing is going
to change next year. I also make a point to say how it is going to change in a
way that nobody is talking about.
I do this because we all can assume marketing will change. But
by saying it is in a way nobody is talking about, it evokes curiosity. And if
you want to know how it will change you have no choice but to click through
over to my site to read the rest.
With my Facebook post, I also evoke curiosity. I talk about a Google algorithm update, but I hint that I have an answer to leveraging Google’s latest algorithm update. And if you want to know what it is, you have to click through over to my site.
Whenever you post on the social web, evoke curiosity if you want people to head over to your site.
The easiest way to do this is that every time you share one of your articles on the social web, add a few sentences above the link that helps pique peoples’ interest.
Step #4: Message everyone you link out to
It’s common to link out to other sites within your blog
Heck, sometimes I even link out to my competition.
If you don’t ever link out to other sites, you are making a
big mistake. It helps with authority and trust.
If you are using stats and data within your article, you
want to cite your sources. This brings credibility to you and it helps brand
yourself as an expert which can help with Google’s medic
Now, when you link out to a site, go and search their email
address. You can typically find their email address on their website.
Or if you can’t find their email address, look for a contact
page on their site, you’ll typically see a form that you can fill out.
Whether you find an email address or contact form, I want
you to message each and every single site you link out to with a message that
goes like this:
Hi [insert their first name],
I just wanted to say, I love your content. Especially your article on [insert the name of the article you linked out to].
I linked to it from my latest blog post [insert URL of your blog post]. It would make my day if you checked it out and even shared it on your favorite social network if you enjoyed it.
[insert your name]
When I send out these emails, I am getting 50 to 60% of the people to respond and share my content. But of course, my blog is popular, so for me, it isn’t too hard. But it hasn’t always been that way, and I’ve been leveraging this tactic for ages.
On the flip side, I also use this tactic on a few of my
blogs that are in other niches and don’t use my name (no one knows I own them)
and I am seeing success rates around 20%.
Just make sure you don’t use this tactic to ask for a link back.
Your success rate will be slim.
Step #5: Send an email blast
These last two tactics produce a large portion of my
results, and you shouldn’t take them for granted, no matter how basic they may
If you already haven’t, start collecting emails from your
site. You can use free tools like Hello Bar
to create popups or sliders.
Hello Bar will plug into whatever email provider you are
Once you are up and running, every time you release a new
blog post, send out an email blast.
Here’s an example of one of my email blasts.
It’s so effective it generated 13,544 clicks.
I’ve found that you can drive good traffic from emails as
long as you do the following:
- Scrub your list – if someone doesn’t open your emails over the last 30 or 60 days, remove them from your list. It helps keep your emails in people’s inboxes.
- Send text-based emails – if you look at the email I sent, I keep it simple. No images, nothing fancy, just text and a link back to my site. It’s that simple.
- Evoke curiosity – just like how I explained with the social media posts, your emails won’t do well unless you evoke curiosity.
As you write more content you will get more traffic, which will cause your email list to grow. That will also cause you to get more traffic. 🙂
Step #6: Send a push notification
I don’t know why so few sites are leverage push notifications. It’s so effective I believe I will get more traffic from push notifications in 2020 than I will from email marketing.
To give you an idea, when I analyze my competitors in the
marketing arena, only 3 out of 19 use push notifications.
In other industries, the percentage is far worse, which means there is more opportunity for you.
Here’s how push notifications work….
Someone comes to your site and through their browser, they get a message if they want to subscribe to your site.
A portion of your visitors will click “allow”. With NeilPatel.com, roughly 5.4% of visitors are currently clicking “allow”.
You can send push notifications and get subscribers using a
free tool like Subscribers.com.
And then when you write a new blog post, you log into Subscribers.com and click on the “Create Notification” button. From there you will see a screen where you can enter the title and description of your latest post.
As you can see from the image above, you’ll notice that I use an “icon” image, a “large” image, and I show “custom buttons.”
Using those 3 elements is the key to getting the most
traffic from push notifications. Here are some of my stats from using
I’m getting roughly 6,000 visits from every push notification
I send. That’s not too bad.
And if you are curious about what a push notification looks like, here’s what people get when I send it out.
What’s cool about push notification is no matter what
website someone is on, they will see a message similar to the one above, which
will bring people back to your site.
No dealing with spam filters or messages not going through. Plus, if someone isn’t online when you send a push notification, the next time they use their web browser they will see your message.
Promoting your content doesn’t have to be hard.
You don’t need “advanced” tactics or anything that is out of
the box. The basics work well, and I have been using the above formula for
Now, I know there are other things you can do to promote your content, but let’s be realistic: we are all strapped for time. And I’ve found the ones I’ve mentioned above to produce the biggest bang for the buck.
So, what other simple ways do you promote your content?
The post My 6-Step Content Marketing Formula That Drives 3,549 Visitors appeared first on Neil Patel.
Thank you for reading.
This may be of some interest.
As an acquisition marketer, I hear questions like this all the time: “Is the PDF dead? Is the webinar dead now too? How should we continue generating leads for our sales team while continuing to innovate on the content formats we produce and gate behind a form?”
It’s 2018, and the way our prospects and customers find and consume content has certainly changed. While I would love to say that there’s one new, highly optimal content format that all marketers should use for lead generation instead of older formats, I can’t — it’s a little more complicated than that. Instead, I’ll make a bold claim: webinars aren’t dead, and neither is the PDF ebook.
What has changed, however, is a saturation of mediocre PDF ebooks, webinars, and other forms of gated content available online. So while webinars aren’t dead, that doesn’t mean marketers should continue running the same, tired playbook.
Luckily, HubSpot and GoToWebinar teamed up to bring you the ultimate guide, “How to Produce Webinars Your Sales Reps and Prospects Will Love.”
Make sure you’re following these steps to create an effective webinar that works in 2018.
Webinars Drive Sales
According to InsideSales.com, 73% of marketing and sales leaders say webinars are one of the best ways to generate quality leads. Why?
- They are highly engaging. According to GoToWebinar, the average webinar attendee viewing time is 61 minutes.
- They work across the entire customer journey. From thought-leadership panel discussions to weekly live demos, webinars are a dynamic and effective way to move prospects down the funnel from awareness to closed deal and beyond.
- They generate high-quality leads for Sales. Webinars come with a ton of information about your prospects you can use to identify high-quality, sales-ready leads. With each webinar registrant, you can collect lead and engagement data your sales team can use to initiate personalized outreach.
How to Make a Webinar in 2018
Convinced that webinars are still a relevant acquisition strategy in 2018? Follow these steps to create an effective webinar.
1. Leverage Your Sales Team for Content Topic Ideas
When it comes to building a successful webinar strategy, it comes down to sales and marketing alignment. If the marketing team is creating content that isn’t helping their sales conversations, it won’t be a successful effort for driving high-quality leads to sales.
Luckily, you have experts at your disposal for coming up with content ideas that will actually compliment and aid the sales conversation: the reps themselves.
Instead of guessing what your sales team might want a webinar to be focused on, ask them. Get reps’ buy-in for a webinar before you plan it. Set up a meeting to discover new content ideas and to find out what pain points they need to help solve. This will go a long way for ensuring sales’ follow up with registrants is seamless once the webinar is over.
2. Nail Your Promotion Strategy
Once you’ve come up with relevant content topics for your webinar, its your job as marketers to get that webinar in front of as many eyes as possible. With webinars, it’s not just about generating initial excitement; you have to build excitement and encourage engagement once the webinar goes live. Here are a few tips for doing both:
- Try your hand at Co-marketing. One of the best ways to get new expertise, generate interest for a piece of content, and expand the reach of a campaign is to run a co-marketing webinar. Instead of running a webinar with speakers internally, try working with another company that’s going after a similar buyer persona and bring their expertise into the conversation. Doing so creates more interesting content and gives you the opportunity to get your webinar in front of another company’s established audience.
- Create automated email reminders under each sales rep’s name that will be sent to prospects who have been invited but not yet registered.
- Create manual email templates reps can send in their one-on-one communication with prospects.
- Set up an automated email to notify reps when one of their prospects has registered for your webinar. This will help them engage and close those prospects done the road.
- Once you’ve gotten registrants, that doesn’t mean they’ll show up. After all, if you promote a webinar 1-2 weeks in advance, a portion of your registrants are likely to forget when the live date comes around. Remember to send out reminder emails the day before and day-of the live event so ensure a high live attendance rate.
3. Don’t Just Stick to a PowerPoint and Talking Head
The format of slides with a person speaking on screen has been done time after time. Don’t feel the need to stick to the script — literally. Instead, think about ways to mix up how the information in your webinar is presented:
- At HubSpot, we’ve found unscripted, discussion-style webinars to be quite effective at engaging our audience. In many of our live events, we’ve foregone the slides completely and instead brought two speakers together and had a host ask live questions on air. It’s effective for both encouraging Twitter participation via a hashtag and keeping the content conversational, but informative.
- Try building a webinar around your prospects’ questions. Send a call for questions to be answered live on-air. This will help build engagement and excitement for what’s to come. Hopefully, the people asking questions will be more likely to show up day-of too.
- You can also use a landing page, like this, that includes a voting feature for people to upvote they’re top questions. This will also help your prioritize the material your audience is most interested in.
4. Deliver Necessary Information to Sales
A huge part of the pre and post-webinar process is making sure the right information gets delivered to sales. That’s why GoToWebinar and HubSpot recommend creating one webinar hub that’s easily accessible by sales with the following information:
- On-demand recordings of all webinars.
- A calendar with past and future webinars.
- Documentation that details the webinars goals, title, target persona, funnel stage, key points, speakers and logistics.
- Promotional and follow-up emails.
- Collection of graphic and text CTAs sales reps can drop into their communications.
- Mechanism to collect suggestions from sales reps for new topic suggestions and general feedback.
Once the webinar is done, however, it’s time to make sure the sales reps are ready to close those leads. Send a follow up email to your reps and include the following information:
- Leads who registered
- Leads who attended
- Leads who registered but didn’t attend
- Leads who never registered
- New SQL leads from post-webinar lead scores
- Any other relevant webinar data
- Send email templates sales can use to send to leads based on their webinar behavior. Include other relevant content they can use to continue to nurture leads in the coming weeks.
Putting the extra effort in will go a long way toward making sure the webinar is a success from both a sales and marketing standpoint.
It’s All About Alignment
Webinars as a marketing tool aren’t dead. But they’re also not just an effective marketing tool; they’re also effective sales tools – but only if your sales team has the information, content, and tools to use them to move prospects down the funnel and close deals.
However, creating the kind of alignment you need to make this all a success isn’t easy. That’s why HubSpot and GotoWebinar created this ultimate guide for creating a successful webinar in 2018 and included a checklist to guide you through pre, ongoing, and post webinar communications.
Thank you for reading.
This may be of some interest.
When you log into Google Analytics, what do you look at?
Chances are you see something like the image above that shows you how many people are currently on your blog.
Well, that was easy to guess because that’s the report Google Analytics gives you once you log in. 😉
But which reports do you look at on a regular basis?
I bet you look at two main reports…
The “Audience Overview” report and the “Acquisition Overview” report.
Sure, every once in a while, you may dive into your top pages or the specific organic keywords that drive your traffic. But even if you do that, what are you actually doing with the data?
Don’t beat yourself up over it because most content marketers just look at reports and numbers and do little to nothing with the data.
If you want to figure out how to grow your blog and, more importantly, your revenue from your blog, there are 7 reports that you need to start looking at on a regular basis.
Here they are and here is how you use them…
Report #1: Cohort Analysis
What do you think is easier to accomplish… get new visitors to your blog or getting your visitors to come back?
It’s easier to get people to come back to your blog, yet everyone focuses on new visitors.
I bet less than 99% of your blog readers turn into customers or revenue, so why not focus on getting those people back and eventually converting them?
Before we get into how to get people back to your blog, let’s look at how many people are returning to your blog.
Within the Google Analytics navigation, click on “Audience” and then “Cohort Analysis”.
Once you land on that report, you’ll see a graph that looks similar to this:
Under the “Cohort Size” drop-down menu, select “by week”. Under “Date Range”, select “Last 12 weeks”.
Once the data loads, you’ll see a table that looks something like this:
What this table shows is the percentage of your visitors that come back each week.
On the very left it will always show 100%. Then in the columns to the right, you’ll see week 1, week 2, week 3, etc.
This shows the percentage of people who come back to your blog each and every week after their first visit.
For example, if this week you had 100 people visit your blog and in the week 1 column, it shows 17%. That means of the initial 100 people, 17 came back. Under week 2 if you see 8%, that means of the initial 100 people, 8 people came back in week 2.
Naturally, this number will keep getting smaller, but the goal is to get people back as often as possible. That increases trust, social shares, potential people linking to you, and it even increases the odds that the visitor will convert into a customer.
The average blog reader needs to come back 3.15 times before they turn into a customer. That means that you need to retain readers.
Just think of it this way: If you get thousands of new people to your blog each and every single day but none of them ever come back, what do you think is going to happen to your sales?
Chances are, not much.
You need to look at your Cohort Report and continually try to improve the numbers and get people coming back.
So the real question is, how do you get people to come back?
There are 2 simple ways you can do this:
- Start collecting emails – through free tools like Hello Bar, you can turn your blog readers into email subscribers. Then as you publish more content, you can send an email blast and get people back to your blog.
- Push notifications – by using tools like Subscribers, people can subscribe to your blog through their browser. Then every time you release a new blog post, you can send out a push and people will come back to your blog.
These 2 strategies are simple and they work. Just look at how many people I continually get back to my blog through emails and push notifications.
Report #2: Benchmarking
Ever wonder how you are doing compared to your competition?
Sure, you can use tools like Ubersuggest, type in your competitors URL, and see all of the search terms they are generating traffic from.
But what if you want more? Such as knowing what percentage of traffic your competitors are getting from each channel. What’s your bounce rate, average session duration, or even pageviews per channel?
Within Google Analytics navigation, click on “Audiences” then “Benchmarking” then “Channels”.
Once you do that, you’ll see a report that looks like the one above.
Although you won’t have specific data on a competing URL, Google Analytics will show you how you stack up to everyone else within your industry.
I love this report because it shows you where to focus your time.
If all of your competitors get way more social traffic or email traffic, it means that’s probably the lowest hanging fruit for you to go after.
On the flipside, if you have 10 times more search traffic than your competition, you’ll want to focus your efforts on where you are losing as that is what’ll probably drive your biggest gains.
The other reason you’ll want to look at the Benchmarking Report is that marketers tend to focus their efforts on channels that drive the most financial gain.
So, if all of your competition is generating the majority of their traffic from a specific channel, you can bet that channel is probably responsible for a good portion of their revenue, which means you should focus on it too.
Report #3: Location, location, location
Have you noticed that my blog is available in a handful of languages?
Well, there is a reason for that.
I continually look at the location report. To get to it, click on “Audience” then “Geo” and then “Location”.
This report will tell you where the biggest growth opportunities are for your blog.
Now with your blog, you’ll naturally see the most popular countries being the ones where their primary language is the one you use on your blog.
For example, if you write in English, then countries like the United Kingdom and the United States will be some of your top countries.
What I want you to do with this report is look at the countries that are growing in popularity but the majority of their population speak a different language than what you are blogging on.
For me, Brazil was one of those countries. Eventually, I translated my content into Portuguese and now Brazil is the second most popular region where I get traffic from.
This strategy has helped me get from 1 million visitors a month to over 4 million. If you want step-by-step instructions on how to expand your blog content internationally, follow this guide.
Report #4: Assisted conversions
Have you heard marketers talk about how blog readers don’t convert into customers?
It’s actually the opposite.
Those visitors may not directly convert into a customer, but over time they will.
But hey, if you have a boss or you are spending your own money on content marketing, you’re not going to trust some stats and charts that you can read around the web. Especially if they only talk about long-term returns when you are spending money today.
You want hard facts. In other words, if you can’t experience it yourself, you won’t believe it.
That’s why I love the Assisted Conversions Report in Google Analytics.
In the navigation bar click on “Conversions” then “Multi-Channel Funnels” and then “Assisted Conversions”.
It’ll load up a report that looks like this:
This report shows you all of the channels that help drive conversions. They weren’t the final channel in which someone came from but they did visit your blog from one of these channels.
In other words, if they didn’t visit or even find your blog from one of these sources, they may not have converted at all.
Now when your boss asks you if content marketing is worth it, you can show the Assisted Conversions Report to show how much revenue your blog helps drive.
The other beautiful part about this report is that it tells you where to focus your marketing efforts. You want to focus your efforts on all channels that drive conversions, both first and last touch.
Report #5: Users flow
What’s the number one action you want your blog readers to take?
I learned this concept from Facebook. One of the ways they grew so fast is they figured out the most important action that they want people to take and then they focused most of their efforts on that.
For you, it could be someone buying a product.
For me, it’s collecting a lead and that starts with a URL.
But I found that people interact with my blog differently based on the country they are coming from.
In other words, if I show the same page to a United States visitor and from someone in India or even the United Kingdom, they interact differently.
How did I figure that out?
I ran some heatmap tests, but, beyond that, I used the Users Flow Report in Google Analytics.
In your navigation click on “Audience” and then “Users Flow”.
Within the report, it will break down how people from each country interact with your blog and the flow they take.
I then used it to adjust certain pages on my blog. For example, here is the homepage that people in the United States see:
And here is the homepage that people from the United Kingdom see:
The United Kingdom homepage is much shorter and doesn’t contain as much content and that’s helped me improve my conversions there.
And of course, in the United States, my audience prefers something else, hence the homepages are different.
The Users Flow Report is a great way to see how you should adjust your site based on each geographical region.
Report #6: Device overlap
Blog content can be read anywhere and on any device. From desktop devices to tablets to even mobile phones.
The way you know you have a loyal audience isn’t just by seeing how many of your readers continually come back, but how often are they reading your blog from multiple devices.
For example, you ideally want people to read your blog from their iPhone and laptop.
The more ways you can get people to consume your content, the stronger brand loyalty you’ll build, which will increase conversion.
Within the navigation, click on “Audience” then “Cross Device” and then “Device Overlap”.
I’m in the B2B sector so my mobile traffic isn’t as high as most industries but it is climbing over time.
And what I’ve been doing is continually improving my mobile load times as well as my mobile experience to improve my adoption rates.
I’m also working on a mobile app.
By doing all of these things, people can consume content from NeilPatel.com anywhere, which builds stickiness, brand loyalty, and then causes more assisted conversions.
A good rule of thumb is if you can get the overlap to be over 6%, you’ll have a very sticky audience that is much easier to convert.
That’s at least what I can see with all of the Google Analytics accounts I have access to.
Report #7: User Explorer
To really understand what makes your blog readers tick, you need to get inside their mind and figure out what their goals are and how you can help them achieve each of those goals.
A great way to do this is through the User Explorer Report.
Click on “Audience” and then “User Explorer”. You’ll see a screen that looks like this:
This shows you every user who visits your site and what they did. You can click on a client id to drill down and see what actions each user performed on your blog.
From there, you can click on a time to see exactly what they did each time they visited:
What I like to do with this report is to see how the most popular users engage with my blog. What are they reading? What pages are they spending the majority of their time on? What makes them continually come back? How did they first learn about my blog?
By comparing the most popular blog readers with the least popular, I am typically able to find patterns. For example, my most loyal blog readers typically find my site through organic traffic and then subscribe to my email list.
Then they keep coming back, but the key is to get them to opt into my email list.
That’s why I am so aggressive with my email captures. I know some people don’t like it, but I’ve found it to work well.
So I focus a lot of my efforts on building up my organic traffic over referral traffic and then collecting emails.
Look at the patterns that get your most popular users to keep coming back and then adjust your blog flow so that you can create that pattern more often.
Yes, you should look at your visitor count. But staring at that number doesn’t do much.
The 7 reports I describe above, on the other hand, will help you boost your brand loyalty, your repeat visits, and your revenue.
I know it can be overwhelming, so that’s why I tried to keep it to just 7 reports. And if you can continually improve your numbers in each of those reports, your blog will continually grow and eventually thrive.
So what Google Analytics reports do you look at on a regular basis?
The post 7 Google Analytics Reports That Show How Your Blog is Really Performing appeared first on Neil Patel.
Thank you for reading.
This may be of some interest.
Want to improve your Facebook advertising results? Looking for successful examples you can model? In this article, you’ll discover four ways to generate clicks, leads, and conversions using Facebook ads. #1: Offer Free Content at Each Stage of the Sales Funnel People who aren’t familiar with your brand are unlikely to convert on your core […]
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This may be of some interest.
In a clear act of terror, multiple people have died after gunmen opened fire at mosques in Christchurch, New Zealand on Friday.
New Zealand Police said four suspects are in custody, and that the situation is ongoing.
The city is in lockdown, and the incident has already been described by Prime Minister Jacinda Ardern as “one of New Zealand’s darkest days.”
It’s also been reported that one of the attacks was live streamed online on YouTube and Facebook, although the original videos have been since taken down. Clips of the disturbing attack continue to be shared online, and inexplicably, broadcast by news outlets. Read more…
Thank you for reading.