5 Immersive B2B Marketing Trends for 2017

It is no surprise that digital marketing is a moving target. With the launch of new algorithms that undergo changes from time to time, some features are discontinued while new ones take root. Reviewing the marketing trends enable the marketers to stay ahead of the competition. A rule of thumb to review the trends for all the marketers in B2B sector is to think through innovation across all the leading digital marketing channels. Addressing all these concerns, here are five key digital marketing trends that can uplift your business:

1) Marketing Automation

Marketing automation is overrated as it is one of the best technologies for B2B marketing. Owing to current need in digital marketing, marketers need to automate tasks, such as emails, social media and several other website actions. The marketing automation software simplifies these tasks by connecting the companies with their target audience. As a marketing team is needed to be in constant touch with their potential customers, marketing automation software has become the jewel in the crown of a marketing team.

2) Interactive Content

Interactive digital content has become a staple in B2B marketing. In the current digital landscape, engagement is lifeblood, and the efforts of marketers are paid off when their audience not only go through the content, but also acts upon it. This signifies the importance of interactive content as it helps in generating conversions. Customers do research and compare various service providers before purchasing anything. Here, interactive content works as a competitor differentiation and educate the buyers, thus help them in making their choices.

3) Social Media

According to research, social media platforms such as LinkedIn and Twitter cater the best results to B2B businesses. YouTube and Slideshare prove to be more effective than Google+. The reasons being, an increasing number of B2B businesses use Google+. With so many social media platforms, it is important to prioritize and opting for the most effective network is the best idea.

4) Live Video Streaming

According to report, it has been estimated that video will be responsible for up to 82 percent of traffic by the year 2020. Over the last few months, live digital marketing campaigns were executed on social media networks, including Facebook, Snapchat and Instagram. The response was remarkable as they gathered more attention from the target audience. Live video engages the audience in an effective way as people find it authentic.

5) Mobile Marketing

Nowadays, 80% people use mobile for using the Internet. Mobile being used rampantly by users to access the Internet, digital marketers can maximize their brand’s value by employing mobile payment methods, mobile search and mobile apps. In addition, digital marketing agencies targeting Ads on mobile specific applications help them in enhancing their brand awareness. Mobile marketing when combined with social media marketing brings desirable result in digital marketing.

Taking A Look At ROI In Digital Marketing Compared To Traditional Forms Of Marketing

To any businessperson, the return on investment (ROI) is of great importance. We can define ROI as the profit you get after making an investment. You can also call it the cost that you save because of making an investment.

Digital marketing

Digital marketing is made up of different areas: email marketing, SEO, social media marketing, content marketing, just to mention a few. Compared to the traditional way of marketing where you need to spend millions for you to reach your target market, digital marketing is highly cost effective. You can use it regardless of whether you are running a small one-person local business or a large corporation.

All you need to do is set up your campaign depending on your budget. The marketing strategy also gives you the benefit of running A/B split tests that help you settle on the most effective marketing strategy that saves you a lot of money.

It’s also easy to make adjustments in digital marketing. If you have noticed that a certain Ad isn’t doing as well as would like it to, you only need to make a few tweaks and you are good to go. It’s a completely different issue with traditional marketing. With the traditional form of marketing, the process is long, time-consuming, and often expensive. For example, if you have made a mistake in a magazine, you have to ask the editorial team to make another Ad. You also have to wait for another magazine publication to see the changes.

There are plenty of online tools you can use to measure your digital marketing success. For example, when you use paid online Ads, you can easily track the number of people that click on them. You can also tell those that buy your products. You can also track your traditional marketing technique but it’s going to take time and is often inaccurate. For example, how can you accurately tell the exact number of people that watch your television Ad?

Finally, it’s easy to accurately target your audience with digital marketing. You can target your audience depending on the location, age, sex, and other parameters. This is something that is almost impossible with the traditional marketing techniques.

ROI on digital marketing vs. traditional marketing

Due to the ability to specifically target your ideal customers, digital marketing gives you a better ROI. This is because you spend an amount that is enough to reach the people you are interested in. While this is the case, you should note that the ROI increases as you increase and master your connections.

Verdict

While digital marketing has a high ROI than the traditional method of marketing, you have no reason to ditch the traditional marketing techniques as they have been proven to be highly effective in certain industries. All you need to do find the right channel that reaches out to as many of your target market as possible. You should remember that the future of marketing is digital; therefore, you should invest heavily in it.

Email Marketing: Do You Want To Triple Your Return On Investment?

Introduction:

One of the biggest mistakes most marketers do nowadays, is think email marketing is dead. Many marketers today drop the email marketing scheme to go with social media. Come to think of it, social media look much more sexy than email. But, is a social media post really as effective as an email? Before we answer that question, lets state a well known fact. It is easier to send a friend request on Facebook than to collect an email online. But believe me, email marketing is thrice as worth it as social media marketing. So, what is email marketing?

Email marketing is the targeting of customers through emails. Every emails sent to a potential customers can be considered as email marketing. Email marketing involves sending a promotional email or an ad to a subscriber. Via his email address. A great deal of organisations today use email marketing. Even more bloggers do use email marketing today than ever before. For example, have you ever been browsing on a website, and you see some field where you are asked to submit your name and email to get a free eBook or update? That is the front part of email marketing.

Most bloggers use email marketing because it enhances the customer experience. With a well targeted email list, you can reach established customers and prospective ones too. Any given subscriber will be informed better and more easily via email. The email will have a greater visibility than a Facebook post. The Facebook post will be drowned in a stream of content in the minutes following its posting.

Do You Really Need Email Marketing?

If you want to improve your customers’ or readers’ experience, then you need email marketing. Forget about the glamour and the flashy of social media marketing. We are talking efficiency here. We are talking greater engagement. Greater reach. Greater click through rate and more. As many experienced marketers say, ” the money is in the list”. Some even say “your net worth depends on your network”. In the following lines, I will explain the advantages of email marketing. In these explanations, I will use statistics. The sites which produced those stats will be mentioned at the end of this article. So, let’s get into the advantages of using email marketing.:

Potential Reach:

Did you know that in 2013, there were about 3.2 billion email accounts created in the world? 95% of online consumers use an email address. The most interesting fact is; 91% of those consumers check their email accounts at least once a day. Today, we browse more with our phones than our computers. As a result, we are more easily notified when we receive emails. Our phones place the notifications right in front of our eyes.

Today, it is easier to check to an email than a Facebook or Twitter post. This is because when we post content, so does a million other people. As a result, finding one particular post you liked 3 weeks ago can be the most daunting task.

Actual Reach:

Before I explain this part in more detail, let’s get some interesting numbers. In the first half of 2013, a research conducted using emails as a marketing channel revealed some staggering facts. The one that stands out the most is this; 18% of the emails sent during a campaign never reach their destinations. 4% of the sent emails are sent into the spam folder. That makes 22% of the sent emails that do not actually reach the intended receiver.

On the other hand, 78% of the emails sent during an email campaign actually reach their destination. Think of it this way, If you send 1000 emails, 780 emails will reach their destination. In addition to that, 91% of the receivers check their emails daily. This means, about 709 receivers will actually see your email. This is great efficiency, as less than 30% of the emails sent are lost.

Now, let’s compare these numbers with those of a Facebook campaign carried out in the same way. This revealed that 74% of the Facebook posts are actually lost within the big stream of content. That is a problem. That means, per thousand Facebook posts, 740 are lost in the stream of content. That leaves us with 260 posts seen by our target readers. Another bad thing is, everyone who sees your content will not actually click through. Less than half will actually do. That leaves us with less than 130 people who are actually interested in our offers.

Click Through Rates:

In the previous point, we talked about what percentage of people who see and may like your posts and mails. Now let’s talk about people who actually complete the actions and do what you want them to do. Let’s say clicking on a link. This link may take them to a landing page or a website.

Click through rate is the percentage of people that receive your message and actually click on it. The click through rate of a tweet is 0.5 percent as opposed to 3% for an email. These numbers look small at first. But, this means that people click 6 times more on an email link than on a tweeted link.

Let’s keep on using our example of 1000 emails and 1000 social media posts. A 0.5% click through rate means per thousand, 5 people will actually click on your link. This is for social media. Sometimes the click through rates are higher, but those are particular cases. The numbers we use here are average ones.

A 3% click through rate with emails means 30 clicks per thousand. That is the best click through rate you will obtain on average. The numbers are not astounding, but efficient numbers are not always astounding. The difference is such because, when people give you their email addresses they actually want to hear more form you.

Your Readers Want It This Way:

Most people use social media to communicate with friends first. Seldom are they used to receive business news and reviews. There are specialized websites for that. 77% of the users during a survey online said they prefer to receive promotional messages in their emails. 4% said they prefer these messages on social media. This speaks to the fact that by submitting an email, people are literally giving you a business meeting location.

Emails Are Private:

It is easier for a reader to express his problems in private than in the open. Everybody is not comfortable when it comes to expressing their shortcomings in the open. When a user wishes to express his struggles and he can’t meet with you, what does he do? He writes you an email. This way, he can tell you everything. You can answer specifically to him.

I will soon create a page where I post user requested content. Every weekend.

Email Marketing and newsletters

Conclusion:

You want to use emails if you want to boast your online presence. Also, this is for you if you want to enhance reader experience. Setting up an email marketing campaign is not really expensive. We are talking about 6$ to 20$. Per month. Some services like MailChimp even offer free services for your first 2000 subscribers.

Email marketing is not dead. If anything, it kills that silence between your subscribers and you. In an upcoming post, I will talk about building an email list. Thanks for reading. Talk to you guys soon.

Internet Marketing – Brand Vs Direct Response Advertising

Most businesses get advertising wrong. Online is no exception, as a matter of fact, in some sense it may be worse. Businesses both offline and online get brand vs. direct response advertising mixed up. Essentially, there’s no reason any business other than very large corporations needs to do brand advertising. Let’s talk more about this.

Everything about advertising has been thought of before. All this stuff you see on the Internet, free ebooks for the price of your email address, software you download and pay for a month later only after you’re sure you like it, tracking codes, A/B split testing, …all this stuff was invented before the 1920s!

Most of what we use in internet marketing is an application of the principals of the greats like Claude Hopkins, the advertising genius who thought of using coupons to track results of ads. (If you haven’t read Hopkins’ book The Science of Advertising then you’re in for a real treat!)

So, why is it that advertising is so misunderstood when applied to Internet marketing.

I can’t tell you how many times I get emails that say: “Help, I’ve got this great website, but no traffic and no sales! What do I do?”

Okay, in a nutshell, here’s the problem.

Let’s suppose you build a great looking website and put it on the Internet. Let’s also suppose you do some basic search engine optimization and, maybe, pay per click advertising so that you’re actually getting some decent traffic.

The question is what are you doing with the traffic? What do you expect your visitors to do?

Most websites ask their visitors to do too much thinking.

Suppose you search for plumbing tips. One of the search results intrigues you and you click through to the home page of a high-end fixture and plumbing supply company. There’s the usual About Us, Contact, Blog, Articles, Recent Jobs buttons on the navigation bar. What are you the visitor going to do? Probably you’re going to hit the back button and leave. If you stay on the site, you’ll bounce around some, then click out.

Really what could happen here? I believe most website owners with websites like this believe the quality of their website will convince visitors they are the ones to do business with.

I got news for you. There are a ton of great looking websites out there, all competing for your prospect’s attention. The best thing would be for the prospect to pick up the phone and call the company and talk to a real live sales person. That’s probably not going to happen, at least in 99 out of 100 visits.

What needs to happen is you need to take a page from the world of direct marketing and offer your visitor something free (but worthwhile!) in exchange for their email address. According to what you sell, you could offer your visitor a free trial of something.

Anything! to keep them and to get their email address!

Once you’ve got that, then you can start really marketing to them and building a relationship.