3 ways to improve link equity distribution and capture missed opportunities

You’ve worked hard to accumulate as much link equity as possible from external sources, but is your internal linking structure diluting that equity? Columnist Chris Long details how to reclaim your lost link value. The post 3 ways to improve link equity distribution and capture missed…

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Stop the Marketing Killjoy: 5 Ways You’re Turning off Audiences with Bad Video

It might only be 1pm in the afternoon, but it’s five o’clock somewhere – a perfect time for a great dry martini.

Research “how to make the perfect dry martini”, and you’ll get over 1,560,000 results. Ask a content marketer “how to tell a good story”, and you’ll get about the same quality of results — except when you ask the fabulous Tim Washer. Like the perfect dry martini, Tim’s strategy for how to tell a good story is simple, neat, and well…perfect.

In his session at Content Marketing World, Tim not only shared how improv can help your B2B marketing, but he shared the five ways you can kill the joy in your videos.

What are his simple rules of how to stop the marketing killjoy?

5 Ways to Kill the Joy in Your Videos

#1 – Death by the Committee

Everytime I think about asking a committee for agree on a single answer, all I envision is that scene from Monty Python of the Knights Who Say “Ni!”. With every question you ask that the they don’t like, the committee responds with an answer you can’t understand – “Ni!”.

In order to find the joy again, keep your committee small. Also, make sure to not set an expectation that they are approving the entire video script. Instead, give them a short list of concepts to approve.

For example, imagine if the entire script for Van Damme’s ‘Epic Split’ Volvo Ad would have been asked for committee approval. We wouldn’t have this:

#2 – Death by the Explanation

As marketers, we sometimes forget to trust our audience. This causes us to feel the need to explain everything. We add in a lot of transitions or talk about items than our audience can easily figure out for themselves based on the imagery shared in the video.

Once you start explaining, you lose your audience.

#3 – Death by Talking About Yourself

We forget that we have customers or clients and talk all about our products or services. This is a sure fire way to kill the joy in your videos. And it must be stopped.

Don’t get me wrong, there’s a place to talk about the product. However, when you look outside the product and look directly at the customer’s pain of why they need the product or service, you hit their emotional center. This is a great place to find empathy, which creates understanding and a common bond.

Meaning > messaging.  Don’t change how people talk; change how they think.

#4 – Death by the Entire Story

We all have that one friend who tells the story of their latest vacation from beginning to very end. And somewhere between the story of their flight being delayed and them returning home to a dirty house, we miss the part about them meeting the love of their life at the hole-in-the-wall restaurant they happened to walk into on a rainy day in Paris.

When telling a story, share one point at a time and move forward. You can always expand on that point in other videos.

#5 – Death by Superlatives

When we use amazing words over and over again, they have the amazing ability to lose their amazing meaning. What’s the amazing-freaking point?

Stop telling people that your company is amazing. Instead, start telling them stories and let them reach their own conclusion.

For example, Tim used to work at Accenture. They thought they were unique until Deloitte came out with very similar messaging.

As videos become more of your marketing repertoire, don’t forget to help your audience find the joy in your story.

Bring Joy with Video Marketing

In the end, video is a means of which many people consume content but a bad video doesn’t make for a great experience. Focus your efforts on creating a great story that helps to solve the problems of your audience (in the same way you would with any other piece of content) and connects them to the content in a meaningful way.

What types of videos have you found to be most successful for your B2B marketing efforts?


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© Online Marketing Blog – TopRank®, 2017. | Stop the Marketing Killjoy: 5 Ways You’re Turning off Audiences with Bad Video | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

3 Successful Ways to Promote Your Business on Social Media

Looking for new ways to put your brand in front of social media users? Wondering what’s working for others? It’s possible to keep your social posts focused on your brand and avoid seeming self-centered and overly promotional. In this article, you’ll discover three ways to talk about your brand on social more often without turning […]

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– Your Guide to the Social Media Jungle

Lee Odden Shares Ways to Supercharge Your Content with Influencer Marketing

Sitting across the aisle from a renowned digital marketing strategist and speaker on a daily basis has tendency to allow you to take for granted the knowledge stockpile that is just a few feet away. Tuesday was a good reminder of that.

When Lee Odden, CEO of TopRank Marketing, promised the crowd at the 2017 Digital Summit Minneapolis 45 minutes of content in his 25-minute closing keynote, he was not joking.

Eloquently arranged into this 25-minute time frame, Odden opened eyes of marketers to the still-in-it’s-infancy-field of influencer marketing, and how influence can literally supercharge marketing programs. But, don’t take the summary from just me, his desk neighbor. Audience members let me wrangle them on the way into post-conference happy hour to share their favorite parts of the presentation too.

Why Influence?

In 1900, cars zoomed down the road at a blistering 45 MPH. Within 8 years, a car could travel 100 MPH. How? The supercharger: a seemingly magical collaboration between oxygen and the automotive engine causing unheard of increases in horsepower and torque.

How do you supercharge your marketing? By adding your own supercharged–influencers. Influencers provide valuable, trustworthy content and incredible amplification opportunities you couldn’t otherwise realize.

How much added “horsepower” can you see from influencer marketing?

  • $ 9.60 in earned media value for every $ 1 spent (Burst Media)
  • 10x increase in conversion rate (Content Marketing Institute)
  • 37% higher retention rate (McKinsey)

These stats alone are fantastic! But what kept many audience members on their toes throughout the presentation, was that influencer marketing is still a relatively new form of marketing, and taking what they learned, they could help their organization “still get in while it’s hot.”

And, let’s just say, it IS still hot. Odden also shared data from Altimeter, Traackr and TopRank Marketing’s recent research report, Influence 2.0. Our research found influencer marketing was the number one underfunded area of marketing today, with less than 10% of budgets allocated toward it. Of those influencer marketers surveyed:

  • 50% of marketers spent less than $ 100k per year on influencer marketing
  • Yet, looking ahead, 55% of marketers plan to increase their spend on influencer tactics next year

What is Influence?

When you think of influence, if you think of Kim Kardashian holding a product, think again.

Odden explained:


Influence isn’t about popularity. It is the ability to affect action. @leeodden
Click To Tweet


What got the #DSMPLS audience excited was that everyone and anyone can be an influencer. As you’re selecting the right influencers for your situation, hone in on Odden’s definition: 

Influencer marketing is developing relationship with internal and industry experts with active networks to co-create content that helps drive measurable business goals.”

What are the basic steps to implement influencer marketing?

The audience members I spoke with also appreciated Odden’s sneak peek into three steps for implementing influencer marketing.

  1. Activation: Start the conversation and build relationships. Listen to influencers and align on what you have in common.
  2. Co-creation: Develop content together. Compose a goal and make it fun and easy for influencers to participate.
  3. Amplify: Provide influencers with ammo to share your content. Make it easy and show them how it benefits them.

Lee also added ongoing influencer nurturing is the like the rinse and repeat of this three-step shampoo bottle.

B2B or B2C?

Influencer marketing has proven to be successful in both B2B and B2C situations. The Influence 2.0 research showed that of those with influencer marketing programs, B2C brands were ahead of B2B in maturity:

  • 55% B2C brands have ongoing or integrated programs
  • 15% of B2B brands have ongoing or integrated programs
  • 49% of B2B brands are still experimenting

If you’re in B2B, don’t let maturity of use in the industry intimidate you. Start creating your influencer marketing strategy today to get ahead of the curve.

Is this a pay-to-play space?

Brands large and small, deploying successful influencer marketing programs have seen success using completely paid, completely organic and a mix of paid and organic efforts with their influencer programs. The best choice will be dependent on your business goals and the value your influencers will receive.

Types of Organic Influencer Engagements

In my pre-happy hour prowling, I also learned the audience loved hearing about the three types of influencer engagements and the powerful examples of each Odden shared.

  • Microcontent: Short-form quotes, tips or insights from individual influencers added to brand content.
  • Campaigns: Longer-form content contributed by individual influencers often as a part of a larger campaign.
  • Community: A dedicated group of influencers that contribute a variety of short- and long-form content for brand communications.

Let’s dive in.

Microcontent: Influencer Marketing is Like Dating

Microcontent can be quickly produced by asking influencers questions centered around keywords. Wa-laah, just like that, you have a keyword-centered answer ready to gain rankings.


Influencer marketing is like dating. You should ease into it. @leeodden
Click To Tweet


Microcontent can show up in many formats as an ingredient to a bigger piece: from influencer roundup blogs and SlideShares to adding snippets within a brand-developed piece of content.

Campaigns

Once you’re “dating” your influencers – okay that doesn’t sound right – once you’ve nurtured your influencers and grown the relationships, you can begin to engage them in campaigns.

Within a campaign, you’ll want to map content against the stages of a purchase journey. Think about the genuine questions your target audience is asking. What’s keeping them up at night? Then decide from whom each answer should come: your brand or an influencer.

It’s important to select influencers who are aligned with your message so both parties gain the full value of an influencer campaign. If you aren’t on the same page, the brand won’t relay the correct message and the piece won’t be as valuable to the influencer which will likely decrease their amplification and deter future collaboration.

Influencer integrated campaigns are where you really see that supercharge in action. In one impressive B2B example Odden shared, with the use of gated assets, long-form interview blogs and social promotion, a brand drove 200,00 views, 4,000 downloads and over 1,000 leads!

Or try another B2B brand who with the help of just one – but impressive – influencer, Shep Hyken, drove $ 570,000 in qualified sales leads and $ 1.5 million in projected pipeline revenue in 30 days!

Catch your breath. I know, that blew me away too, and I sit next to the team who designed and executed the latter example.

Community

A structured formal influencer community is a sign of a mature influencer program. In this situation, influencers know (and are likely proud) they are part of the brand’s influencer community. Influencers are asked to contribute to short- and long-form content for brand communications at a regular cadence.

There may or may not be a paid component to being a part of a structured influencer community. But even if there reimbursement, it’s not like what Lebron pockets from Nike, or one-off tweet (an estimated $ 185k).

Influencers become and stay a part of a brand’s community because their beliefs and values align with the brand’s. And because participating provides them with value.

Odden cited the Adidas Tango Squad as an effective example of a B2C influencer community. Squads of 100-250 youth ages 16-19 in 15 cities worldwide are looped into exclusive content and new product releases before it goes live elsewhere. Adidas stands by their investment arguing content is far more authentic if you give it to 500 kids with 2,000 followers compared to a global influencer with a million followers.

Community’s also work strikingly well for B2B: think employees, execs, clients, industry thought leaders, media and analysts.

Operationalize Influencer Marketing

Influencer marketing is not a task or even a project. To fully gain the value of the supercharger, integrate influencer marketing in every step of your marketing planning, execution, measurement and optimization.

Ready to supercharge your marketing but not sure where to start? We’d love to help. Learn more about our influencer marketing services or reach out, today.


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© Online Marketing Blog – TopRank®, 2017. | Lee Odden Shares Ways to Supercharge Your Content with Influencer Marketing | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

15 Ways to Supercharge Your Digital Marketing #DSMPLS

15 Ways Supercharge Digital Marketing

Good marketing programs involve strategy, goals, target audience, tactics and measurement. Great marketing programs often include a special ingredient to really supercharge the engine of leads and sales.

To help you supercharge your marketing success, I’ve reached out to some of the most trusted voices in the digital marketing world speaking at the upcoming Digital Marketing Summit Minneapolis conference for their quotable advice. Marketers from companies like 3M, Thomson Reuters, IBM, The Economist Group, BMC Software, Pandora, Salesforce, Adestra, Schwinn Bicycles, SEMRush and our own agency, TopRank Marketing have joined experts including Seth Godin and Ann Handley to share their pithy tips on a variety of digital marketing topics.

What topics you ask? How about: Content Marketing, Influence, Social Storytelling, Artificial Intelligence, Email Marketing, Social Customer Service, Purposeful Marketing, Reputation Management, Thought Leadership, Audio Marketing, Creative Content & Promotion, SEO, Design Thinking and Marketing with Micro-influencers.

Check out the interactive infographic here.

Supercharge Digital Marketing Infographic

Or read the full text of our experts’ inspiring quotes and tips below:

The Misfit Advantage – Tweet This
“You’re more powerful than you imagine. In our new connection economy, it’s the misfit who has an advantage. The artist that we seek out, the maker of ruckuses.

What we need are your generosity, hubris and insight. The true voice that you’ve been hiding… the world is ready for it now.”

Seth Godin
Seth Godin
@ThisIsSethsBlog
Best Selling Author
Digital Summit Presentation: Opening Keynote

Less is Better – Tweet This
“What’s one thing marketers can do to supercharge how they approach content for marketing?

Supercharge your marketing by (ironically) doing less.

Why? “”Well, less is more, Lucrezia: I am judged,” wrote poet Robert Browning a century and a half ago.

In modern marketing parlance (probably an idea Browning couldn’t fathom!), Less Is More means you focus on creating less content that will have greater impact.

Better content.

Content that has real value for your audience.

Content they will love.

And content that will sustain your organization, and (importantly) that you can be proud of.

Sounds like too lofty a goal? Too high a bar? Not in my view. (And that’s what I’ll be talking about in Minneapolis!)”

Ann Handley
Ann Handley
@marketingprofs
Chief Content Officer, MarketingProfs
Digital Summit Presentation: Lunch Keynote – Good Content vs. Good Enough Content: A Sight for Sore Eyes

Co-Create to be Great – Tweet This
“When buyers are overwhelmed with information and distrustful of advertising, marketers can improve reach, trust and engagement by co-creating content with peers, experts and influencers. If you want content to be great, ask your brand’s community to participate!”

Lee Odden
Lee Odden
@leeodden
CEO, TopRank Marketing
Digital Summit Presentation: Closing Keynote – Supercharge Your Content with Influencer Marketing

Engage Where They Live – Tweet This
“While every brand is facing the same challenge: where should we spend our time? Stop debating the platforms and which one is better (ex: Instagram vs. Snapchat) and start placing a higher emphasis on engaging your community, including prospective customers, on the platforms where they live through content that’s fun, creative, or educational. Storytelling is the new content marketing.”

Carlos Gil
Carlos Gil
@CarlosGil83
Head of Global Social Media, BMC Software
Digital Summit Presentation: Snapchat Strategies for Marketing Your Business

Clean Data = Smarter Insight – Tweet This
“When experimenting with new machine learning applications from technology vendors, make sure you have LOTS of good data (clean and comprehensive) or the machine output of analysis, content or recommendations may be of low confidence, or worse – wrong or inconsistent with your brand.”

Loren McDonald
Loren McDonald
@lorenmcdonald
Marketing Evangelist, IBM Watson Marketing
Digital Summit Presentation: AI and Machine Learning Technologies: What They Mean for Marketers Today and in the Future

First-Person Marketing – Tweet This
“Become a First-Person Marketer, someone who looks at a list of email addresses and sees people, with needs, interests, goals and attitudes, not just records in a database. They use email addresses to identify customers across channels and incorporate data to sharpen their targeting and messaging. The more marketers who do this, the better off we all will be.”

Ryan Phelan
Ryan Phelan
@ryanpphelan
VP Marketing Insights, Adestra
Digital Summit Presentation: First Person Marketing: Using Data to Drive Higher Email Results

Engage with Purpose – Tweet This
“Be proactive in your social listening and then engage with a purpose. Remember that you’re a human writing to other humans – be real, be transparent, and take your time with one-on-one interactions. People don’t want to hear from a lofty brand figurehead, they want to hear from a person. Be a person.”

Alennah Westlund
Alennah Westlund
@lennerswest
Content Specialist, 3M
Digital Summit Presentation: Branded Social Care: Protecting and Amplifying Reputation Through Strategic Engagement

Optimize Experience with Authenticity – Tweet This
“Purpose and authenticity are the connective tissue between brands and customers. Create that connection by speaking with ideal customers face-to-face. Organize insights from conversations into their questions, feelings, and actions so you can fully optimize the customer experience.”

Mack Fogelson
Mack Fogelson
@mackfogelson
Founder & CEO, Genuinely
Digital Summit Presentation: Evolve to Survive: How Purpose and Authenticity is the Future of Brands

Audit Your Reputation – Tweet This
“To understand how your customers experience your products and brand online, run a search for your flagship products on all the social networks. If you don’t understand and like everything you see, you need to work on digital reputation management, starting with a detailed audit of the existing accounts.”

Casey Hall
Casey Hall
@CaseyHall_
Manager Social Media Business Communications, Thomson Reuters
Digital Summit Presentation: Digital Reputation Management and Social Media

Help Audiences Get Smarter – Tweet This
“Thought leadership is about solving, not selling. People wake up thinking about their problems, not your product. In our research, Thought Leadership Disrupted, only 28% of marketers cited helping their audience become more knowledgeable as a primary objective. True thought leaders don’t push product; they understand their audience and share ideas to help them tackle issues.”

Mina Seetharaman
Mina Seetharaman
@minaseeth
SVP, Global Managing Director, Marketing Solutions, The Economist Group
Digital Summit Presentation: Thought Leadership Disrupted

When Voice Replaces Touch – Tweet This
“Consider the future importance of Audio. When Voice replaces Touch as the way we communicate using screen-less connected devices, marketers will need new strategies to build their brands. Audio is the one medium which reaches consumers across any device, any time, to deliver true cross-platform messaging.”

Gabe Tartaglia
Gabe Tartaglia
@gabetartaglia
VP Sales, Pandora
Digital Summit Presentation: Engaging in A Connected World Through the Power of Audio

Supercharge Content Reach – Tweet This
“When content promotion is treated as an afterthought, it’s like putting water in your gas tank. To supercharge content reach, take the time to create an amplification strategy that is creative, optimized and focused on the customer experience.”

Ashley Zeckman
Ashley Zeckman
@azeckman
Director of Agency Marketing, TopRank Marketing
Digital Summit Presentation: Mastering the Perfect Content Recipe

Focus on the Now of Search – Tweet This
“Be relevant in the moment! Use Google Analytics and Search Console to find the top pages driving non-brand, organic traffic and conversion. Improve engagement on page by adding or updating the content to focus on the now. Build internal links to those pages from new or existing content that supports that topic.”

Jacob Hagberg
Jacob Hagberg
@jacobhagberg
Digital Marketing Strategist, SEMRush
Digital Summit Presentation: Real-World SEO Examples Every Digital Marketer Can Learn From

Design Sprints FTW – Tweet This
“Design thinking compels marketers to leverage the creativity of those around them. To make your next campaign truly innovative and deeply relevant, brainstorm—or better yet, do a “design sprint”—with colleagues in other departments that interact with your customers differently than you.”

Cliff Seal
Cliff Seal
@cliffseal
UX Lead Salesforce, Pardot
Digital Summit Presentation: Death to Boring B2B Marketing: Driving Innovation with Design Thinking

Human Influence – Tweet This
“Be human – influencers do not want to work with a brand that treats them like a commodity. Invest a bit of yourself and humanize your brand. This dedication and compassion will keep your influencers active, loyal, and engaged, even when the contract is complete.”

Samantha Hersil
Samantha Hersil
@shersil
Associate Marketing Manager Schwinn Bicycles
Digital Summit Presentation: How Brands Can Work with Microinfluencers

Don’t forget, if you’re attending Digital Summit Minneapolis, you won’t want to miss the closing keynote on Tuesday at 4:05pm: Supercharge Your Content with Influencer Marketing. The deck cover is below and after the conference, I will swap it out with an embed from SlideShare.

Supercharge Digital Marketing

Here’s the abstract for the presentation so you can get an idea of what it’s about:

Content is both king and kingdom in the marketing world but what good is great content if no one sees it? Confronted by information overload, distrust in advertising and the growth of ad blocking, successful companies are adding an essential ingredient to their content marketing mix: influencers. By co-creating content with trusted experts that have active networks, brands increase both quality and quantity of credible content that is trusted by customers and stands out from the competition.This presentation will outline a framework, best practices, tools and examples for integrating influencers with content marketing that will help marketers attract, engage and convert more customers.

BONUS! Be sure to register for the Supercharged Marketing Cocktail Hour being hosted by TopRank Marketing on Monday night, August 14th.


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© Online Marketing Blog – TopRank®, 2017. | 15 Ways to Supercharge Your Digital Marketing #DSMPLS | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Got amazing content but no leads? 5 ways to rethink your paid strategy

Content marketing isn’t easy — especially if you don’t have a content distribution strategy! Columnist Todd Saunders outlines how PPC can be used to enhance your organic content efforts. The post Got amazing content but no leads? 5 ways to rethink your paid strategy appeared first on Search…

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Three ways local businesses can survive the on-demand threat

How worried should brick-and-mortar businesses be about companies like Amazon? Columnist Adam Dorfman weighs in with some thoughts on how local players can stay competitive. The post Three ways local businesses can survive the on-demand threat appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

3 Ways to Generate Leads Using YouTube

Want to generate more leads and conversions with YouTube? Looking for organic tactics to help boost the performance of your existing video content? In this article, you’ll discover three effective ways to turn YouTube viewers into leads. #1: Drive Website Traffic With YouTube Cards YouTube cards are a marketer’s dream come true because they let […]

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– Your Guide to the Social Media Jungle

11 Effective Ways to Use Facebook Ads

Do you need to use Facebook ads more effectively? Have you considered narrowing the goal for each of your ads? In this article, you’ll discover 11 examples of results-oriented Facebook ads you can use as models for your own business. #1: Remarket to Potential Customers Who Abandon Carts This Bluehost ad gets Facebook advertising right […]

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– Your Guide to the Social Media Jungle