Inside The Periodic Table of Email Optimization and Deliverability: Q&A with Jennifer Cannon

What’s the most fascinating email marketing element to an expert email marketer? Keep reading to find out.

Please visit Marketing Land for the full article.

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Pro Tip: Partnerships are critical in securing your martech stack

It’s past time to solidify the partnership with IT and security in your organization.

Please visit Marketing Land for the full article.

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How to Stand Out in a Crowded Martech Landscape

Live Webinar: Thursday, October 3, at 1:00 PM ET (10:00 AM)

Please visit Marketing Land for the full article.

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Launching a new product? New Instagram tests launch day ‘Buy on Instagram’ reminders

The features are available to the small set of brands testing Instagram checkout.

Please visit Marketing Land for the full article.

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Vista Equity Partners acquires Acquia for $1 billion

The private equity firm is known for buying undervalued tech companies, centralizing operations and selling for a profit.

Please visit Marketing Land for the full article.

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The Ryan Hanley Show Podcast – The Self-Reliant Entrepreneur

The Ryan Hanley Show Podcast – The Self-Reliant Entrepreneur written by John Jantsch read more at Duct Tape Marketing

There are a lot of parallels to be found between the ideals of the transcendentalist movement and the precepts that guide today’s entrepreneurs. That’s what inspired John Jantsch to write his upcoming book,  The Self-Reliant Entrepreneur, featuring 366 daily meditations that help feed the entrepreneurial soul and spirit, while encouraging self-exploration on the journey of building your business.

On this episode of The Ryan Hanley Show, Jantsch discusses this upcoming book, and why self-reliance matters in business and in every other aspect of our lives

Check it out – The Ryan Hanley Show podcast with John Jantsch

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2 Key Factors that Distinguish Satisfying Content from Forgettable Ideas

Have you ever read a blog post, listened to a podcast episode, or watched a video and thought: “I kind...

Continue Reading

The post 2 Key Factors that Distinguish Satisfying Content from Forgettable Ideas appeared first on Copyblogger.

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9 Motivational Books That Will Make Great Gifts – The Self-Reliant Entrepreneur

9 Motivational Books That Will Make Great Gifts – The Self-Reliant Entrepreneur written by John Jantsch read more at Duct Tape Marketing

John Jantsch’s latest book, The Self-Reliant Entrepreneur, due out on October 22, 2019, has been named to Inc’s list of 9 Motivational Books That Will Make Great Gifts.

The book was inspired by Jantsch’s own 30-year entrepreneurial journey, and features 366 meditations designed to inspire and challenge readers. Each daily entry features a reading from authors who were part of the transcendentalist movement, which Jantsch identifies as one of the first movements in the United States to embrace and champion entrepreneurial ideals and themes.

Check it out – Inc’s List of 9 Motivational Books That Will Make Great Gifts

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Competitor content analysis: Here’s what you can learn

Understanding your competitors’ content strategies will help you outperform them where it matters most, in the search results.

Please visit Marketing Land for the full article.

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Q3 Wrap-Up: What’s Changed For B2B Marketers & What’s Ahead in 2020?

We've now reached the end of the third quarter of 2019, one filled with many significant B2B marketing changes and several surprising twists and turns that will combine to affect how the industry moves forward as we enter Q4 and push forward to 2020. Q3 saw numerous exciting shifts in new directions, and a few seemingly slight changes in course that are nonetheless poised to make big impacts in 2020. We're always working to bring you the most relevant B2B marketing news, including over 180 weekly industry news videos, hosted by Tiffani Allen, Joshua Nite and others here on our blog and on our TopRank Marketing YouTube channel. Each quarter we reflect on what's happened in digital marketing and look ahead with key trends. Let's examine both the challenges and opportunities the quarter's top B2B marketing news has brought our industry.

The Digital Marketing Sights and Sounds of Q3

When It Comes to Digital Marketing Spending …

Forecasts from the third quarter showed that global digital advertising spending is expected to continue to rise. In the U.S. alone digital ad spending grew to $28.4 billion for the first quarter of 2019, up 18 percent from the same quarter a year ago. (ClickZ) What Else?

• • Digital advertising spending was up nearly 20 percent in the second quarter of 2019, according to study data that also highlighted the comparatively greater number of small-to-medium size firms using digital versus traditional formats. (Broadcasting & Cable)
  • Digital advertising expenditures in the U.S. increased by 18 percent year-over-over from the first quarter of 2018, hitting $28.4 billion, with paid search comprising some 40%, according to IAB report data. (ClickZ)
  • By 2021 global digital advertising spending is predicted to increase by 47 percent from 2019, with ad expenditure growth up by 5.3 percent, according to Zenith. (MarketingProfs)
  • Amazon cut into Google’s advertising market share during the quarter, garnering ad revenue growth of 53 percent for sponsored brands and 102 percent for sponsored products, while Google spending growth slowed from the prior quarter. Microsoft’s Bing also saw desktop ad spending growth, its strongest since 2016. (MediaPost)
  • Revenues from advertising on social media and messaging platforms climbed 26.2 percent year-over-year during the first quarter of 2019, but at a slower rate than last year. (Mobile Marketing Magazine)
  • Forrester Research released a report looking at the strong growth of Amazon ads and how the company’s rise is affecting an array of rivals from Facebook to agencies and ad-tech firms. (Marketing Dive)
  • Mobile advertising within apps saw impressions increase by 26 percent in the second quarter of 2019 compared to last year, and in-app mobile video is increasingly driving ad spending. (MarTech Advisor)
  • 73 percent of B2B senior-level executives use more sources when researching and evaluating purchases than they did last year. (MarketingCharts)
  • By 2021 podcast advertising is expected to top $1 billion in annual revenue, IAB predicted. (The Verge)
  • Digital video advertising spending has seen continued growth according to IAB study data, with the average survey advertiser projected to spend $18 million in 2019, up from 2018’s $14.2 million. (Adweek)
  • 63% of B2B companies plan to moderately raise spending on email marketing, with top goals being increased engagement, conversion, and lead generation, some of the trends of interest to digital marketers among forecast data released during Q3 by GetResponse and Ascend. (MediaPost)
  • Some 65 percent of marketers see high-quality data as the most important element for campaign success, while also estimating that roughly 21 percent of marketing spending goes towards poor quality data. (MediaPost)

Read more on this topic:

• The Currency of Influence in Marketing — Buy, Sell, or Trade
• Zari Venhaus’s Framework for Gaining Executive Buy-In for Marketing Technology #CMWorld

When It Comes to Search Marketing …

Q3 saw the release of data showing that for the first time most Google searches don’t yield subsequent clicks, with 50.33 percent ending on the search giant’s result page, and 45.25 percent of searches resulting in organic clicks and 4.42 percent in paid advertisement clicks. (SparkToro) What Else?

• Google gave content creators the ability to incorporate multiple thumbnail images from the same video, which will all appear in search results linked to various spots within a video, using custom markup code. (TechCrunch)
• Audience targeting is the top search marketing technology affecting search engine marketing strategy. At 86 percent, audience targeting topped keywords, which came in at 83 percent, and re-marketing, which had 76 percent, Q3 survey data showed. (MarketingCharts)
• Google has made new image tracking data derived from recent changes to Google Image Search available in its Search Console feature, including an array of swipe-to-visit image analytics and other mobile AMP-centric features of interest to marketers. (Search Engine Journal)
• Jumping up a single position in Google search results can boost click-through-rates by over 30 percent, and online content containing questions within page titles saw 14.1 percent higher CTR rates — two insights from a Google search result analysis published during the quarter. (Backlinko)
• Google rolled out playable podcast episodes that appear directly in search results, presenting both new visibility opportunities along with attribution and analytics challenges for marketers and brands. (Engadget)
• Facebook began offering more advertisers options for inserting ads within search results on its platform, including new news feed campaign options for marketers. (Search Engine Journal)
• A Q3 Marin Software survey showed that paid search accounts for 40 percent of digital ad spending, with paid social just under 20 percent. (ClickZ)
• Digital marketers using Bing search advertisements got new insights from Microsoft Advertising, which added to the metrics data available including those relating to impressions and “prominence metrics.” (Search Engine Journal)

Read more on this topic:

• What the Future of Google Search Means for B2B Marketers
• What’s Missing In Your B2B Marketing Strategy? 5 Key Elements You Don’t Want to Overlook

When It Comes to Content Marketing …

During the third quarter report data showed that B2B marketers see in-person events, content marketing, traditional e-mail, and paid social as the most effective B2B marketing channels. (MarketingCharts) What Else?

• Facebook began testing the elimination of “like” counts in news-feed posts, a move echoing a similar shift from tests conducted with its Instagram property — aimed at placing greater focus on content and less on like counts. (TechCrunch)
• Among senior B2B marketers, a sizable 82 percent viewed content as important for achieving marketing goals, however only 48 percent believed their content was only somewhat effective — or even ineffective. (ClickZ)
• 80 percent of B2B buyers expect a B2C-like experience, while 47 percent read between three and five pieces of content before initiating sales contact communication. (Webbiquity)
• YouTube video content was the subject of a Q3 Pew Research study that examined popular channels with 250K or more subscribers. Among them, just 10 percent produced 70 percent of the content, the research showed. (Social Media Today)
• Facebook announced new features aimed at helping creators monetize content, including several new placement choices for video advertisements, brand collaboration enhancements, and Creator Studio additions. (Marketing Land)
• B2B marketers see their websites as an effective method for building awareness, however the sites often fail to offer compelling content and directly answer top questions, according to Q3 research from Forrester. The best sites engage using interactive visuals, useful tools, and experiences that demonstrate a keen audience understanding, the study revealed. (MediaPost)

Read more on this topic:

• 5 Unexpected Content Marketing Benefits of B2B Podcasting
• Lee Odden Shares His Secret to Content Marketing Fitness #CMWorld

When It Comes to Social Media …

Q3 saw a number of reports detailing the health of social media and how marketers, brands, and consumers use various platforms, and the technology as a whole. Liking posts topped a Q3 list of how people interact with brands on social media platforms, at 51 percent, followed by 31 percent who leave reviews, while millennials are more likely to purchase due to social ads. (Social Media Today) What Else?

• Twitter is foremost a “look at this” social media destination, YouTube is primarily a learning target, while Instagram and Facebook fall into the “look at me” category. (Adweek)
• Consumer conversations about brands share very little crossover from social media listening and offline discussion, according to study data released during the quarter that looks at real-world and social media interaction differences and similarities. (Marketing Land)
• 60 percent of regular emoji users like brands using emojis that match their own personality, and 51 percent are more likely to comment on social media posts from brands that use emojis. (MarketingCharts)
• 56 percent of Gen X consumers find too much advertising on social platforms, and 42 percent don’t like brand social interaction. (eMarketer)

Read more on this topic:

• Margaret Shepard Shares How Mayo Clinic Built its Facebook Live Broadcast Strategy #DSMPLS
• 5 Top B2B Brands Delivering Exemplary Twitter Engagement

When It Comes to Influencer Marketing …

Implementation of B2B influencer marketing continued its growth during Q3. Influencer advertisements were also seen to have generated 277 percent more emotional intensity and 87 percent more memory encoding than traditional television ads, according to Q3 survey data that also examined the varying effectiveness of macro, micro, and celebrity influencers. (eMarketer) What Else?

• Global spending for influencer marketing will top $5 billion and could reach as high as $10 billion over the next two years, during which time 57 percent of marketers expect to add the practice to their marketing activities. (Social Media Today)
• Influencer marketing spending in the U.S. and Canada has seen 83 percent year-over-year growth, accompanied by second-quarter spending of $442 million. (The Drum)
• 70 percent of U.S. consumers who use social media platforms and follow at least one influencer say they trust the opinions of influencers at least as much as those of their own friends, with 78 percent trusting influencer opinions over those presented in traditional digital ads. (MediaPost)
• Pinterest and LinkedIn (client) are increasingly seeing social influencers utilizing the platforms, and finding new audiences and success with online video. (CNN)
• Micro and niche-influencers are forging stronger target audience connections and boosting long-term loyalty, while the use of traditional paid influencers among marketers has seen rising associated costs. (eMarketer)

Read more on this topic:

• 50 Content Marketing Influencers and Experts to Follow 2019 #CMWorld
• 11 Qualities You Should be Looking for to Find Your B2B Influencer Match

When It Comes to The TopRank Marketing Team …

The team at TopRank Marketing has had a busy, exciting, and productive Q3, and here are just a few of some of the team’s highlights in the press during the past quarter:

• Lee Odden: “B2B Doesn’t Have To Mean Boring To Boring” [Podcast] (B2B Marketing Exchange)
• Why Experience Matters [Video] (The New Economy)
• Eight Colors That Will Brightly Grow Your Personal Brand (Forbes)
• What Customer Experience Management Means For Today’s Business Ecosystem [Video] (Adobe Experience Cloud)
• How To Build A B2B Influencer Marketing Strategy For 2020 (Demand Gen Report)
• How to Build a B2B Influencer Marketing Strategy for 2020 [Infographic] (Social Media Today)
• The Stranger Things In B2B Marketing: 5 Ways to Avoid The Upside-Down of ABM (Engagio)
• Augmented And Virtual Reality: The Latest Engagement Drivers In B2B Marketing (Demand Gen Report)
• The Guide to B2B Influencer Marketing for CMOs [Infographic] (Social Media Today)
• A Shark’s Perspective – Episode 147 – Lee Odden [Podcast] (A Shark’s Perspective)
• 5 Crucial Ingredients for a Tremendous Content Marketing Strategy [Infographic] (Social Media Today)
• 5 Easy Ways Your Brand Can Use Twitter Video for More Engagement (Social Report)
• The Top B2B Influencer Marketing Trends for 2020 [Infographic] (Social Media Today)

Goodbye, Q3. Hello and Welcome, Q4.

B2B marketers, we hope that your Q4 is filled with plenty of success and innovation, and hope that you'll join us each week and keep up with the latest industry news, trends, and opportunities in our Digital Marketing News Roundup, with highlights and video commentary from Tiffani Allen and Joshua Nite. *Disclosure: LinkedIn and Adobe are TopRank Marketing clients.

The post Q3 Wrap-Up: What’s Changed For B2B Marketers & What’s Ahead in 2020? appeared first on Online Marketing Blog - TopRank®.

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How to Deal with a Troll on Social Media

One of the best reasons to use social media and other online platforms as a business is to engage with your audience. You get immediate feedback and love for your products and services.

However, there’s always bad with the good. Some of those comments may also be negative, threatening, and derogatory toward your products, your brand, or your team. Some of the negativity may stem from unhappy customers. The smart thing is to contact them to acknowledge their dissatisfaction and work toward a solution.

The problem is that when you start replying, you find that one or two of those in your community spout more negativity. That’s when you’ll realize you’re dealing with trolls.

Understanding Trolls

Once upon a time, a troll came from Scandinavian stories. These hostile creatures live under bridges or in forests or caves. Known for their trickery, trolls want to cause problems and conflict. They thrive on others’ pain and discomfort.

Combine the concept of a troll with a fishing term known as “trolling.” When a fisherman is trolling, he’s casting a line into the water to see if he can catch something.

Together, these ideas define the character and intent of online trolls. Hiding behind screens and cloaked in anonymity, trolls have enjoyed attacking people and baiting them into arguments since the dawn of the internet.

First, it was through newsgroups and forums. Then, they gained a wider audience with the arrival of social media. Now, they lurk in all areas of the web, including blogs, discussion forums, chat rooms, and email groups.

Dealing with Trolls

Trolls aren’t going away as long as these platforms openly enable people to share their opinions. Rather than focus on how to get them to disappear forever, your strategy as a business should be to create a plan to minimize their impact — and influence on your brand and audience.

Know the signs. You want to ensure that it’s a troll and not an unhappy customer. One deserves to be dealt with in a straightforward manner; the other warrants some nuance. After all, a truly disappointed customer who feels she’s been treated badly is even more dangerous — and rightfully so. 

There are ways to tell the difference. A troll wants to be angry and will only fire back with inflammatory and derogatory statements. Trolls exaggerate everything that’s said and tend to make personal attacks or threaten. An unhappy customer only wants their grievances addressed and doesn’t get too unreasonable to deal with.

Monitor the conversations. To address negative press, even from trolls, you need to know what people say about your brand. Obviously, the internet is a big place, and you don’t have the time to check every platform around the clock. That’s why there are numerous social media monitoring tools available to do the work for you; they can provide alerts about conversations, mentions, and reviews.

Establish a community policy for your online presence. On your platforms, including your blog and social media profiles, you can create an official policy related to user behavior. By formally defining the rules for participating and commenting on your blog, forum, or profile, you have grounds to remove and block people who break these rules. It may even discourage trolls from joining your community. The Content Marketing Institute has a good example of this type of policy that you can adapt to fit your own community.

Respond thoughtfully with facts, not emotions. Your first thought might be to initially ignore the comments. But the better strategy is to address what you can, so the rest of your audience sees you’re on top of these issues. Focus on how you can insert facts and correct mistakes to counteract their nonsense. Stay calm and use a professional tone and respectful language. You don’t want to end up lowering yourself to the troll’s level and feed their love of drama. Other visitors will lose respect for you, which is the opposite of what you intended.

Don’t take it personally. Even if trolls are using language that verbally attacks you as the moderator, remember that they don’t know you — this isn’t personal. They behave this way with everyone they come across online. When you don’t take what a troll says personally, you eliminate his or her power.

Recognize when to stop. Most likely, you’re not going to win with trolls. Ignore or block them when you have attempted a resolution but have only received further abuse. Others who may be following your reactions can see you’ve made an effort — and that the other side hasn’t.

Focus energy on building a positive, inclusive community. Don’t let trolls distract you from your primary goal of developing an online community that’s engaging, positive, and supportive. Spend more time addressing the positive comments on your blog or profile. Your focus on the positive people in your community is more likely to attract like-minded individuals and discourage trolls who will go elsewhere to stir up trouble.

Taking the High Road

Trolls will continue to lurk in dark places. Don’t join them in their virtual caves. Instead, show your audience that you’re taking the high road and standing by your brand’s values.

                                                                                   

Trolls might not only bother you on social media. They can post inflammatory comments anywhere online. You can only deal with them as best you can and produce the best multi-channel experience you’re able to. Find out how with “Multichannel Fluidity.”

Read the brief.

 

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Create Moments of Joy

Welcome to episode 6 of On the Fly! On the Fly is our new video series with small bites (two mins or less) of marketing advice and training from marketing experts, delivered while they are on the road, at the airport, or traveling somewhere. 

Our guest this week is Carla Johnson, one of the top influencers in B2B, digital, and content marketing. Carla talks about the importance of generating joy for your customers to not only retain them but convert them into advocates for your brand. 

Your customers are craving authentic, uplifting moments more than ever. When building your customer journey, instead of looking at it as a way to move people through the buying process, look at it as an opportunity to expand your relationship with your customers and create moments of joy, says Carla Johnson. 

Watch full video:

Visit OnTheFly.Experts to see all episodes 

 

Discover how top-notch Customer Experience can help you move away from a short-lived, campaign-centric approach. Here is our helpful to Streamlining the Customer Experience.

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Weekend Favs September 28

Weekend Favs September 28 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

• BrowserStack – Test your website and apps on real browsers to make sure it’s working seamlessly.
• Woven – Use this scheduling tool to create polls, make scheduling links, and more with your Google calendar.
• Customerly Marketing Automation – Automate communications with prospects to shorten your sales cycle.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape

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Customer Data Platforms vs. Data Management Platforms

What are CDPs and DMPs? How are they different? Can they work together?

Please visit Marketing Land for the full article.

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Analysis: New Amazon Echo wearables are more bad news for advertising

Transactions are a better fit than ads for the next generation of connected devices.

Please visit Marketing Land for the full article.

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App Annie picks up mobile advertising analytics provider

The deal will allow mobile marketers to gain insights from App Annie’s market data and analytics alongside mobile ad analytics.

Please visit Marketing Land for the full article.

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Social Shorts: Twitter Next, Facebook pushes Story Ads, Adobe’s latest consumer survey

The social media marketing week in review: A round up of news and announcements you may have missed.

Please visit Marketing Land for the full article.

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How we can restore trust in digital advertising?

The CEO of French “drive to store” marketing platform Teemo talks about how transparency can thread the digital needle between irrelevant and creepy.

Please visit Marketing Land for the full article.

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