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How To Become A Content Master On LinkedIn

How To Become A Content Master On LinkedIn | B2B Marketing Online | Scoop.it
LinkedIn offers several tools for engaging with customers. Here, the professional networking sites small business expert explains how to optimize each...

Via Steve Cassady
Jennifer Beever's insight:

Good tips on LinkedIn here.

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Denise Gabbard's curator insight, May 2, 2014 12:26 PM

LinkedIn has been the "forgotten" social media platform for many people, but it is an awesome place to network with others in your industry and related industries. 

B2B Marketing Online
Trends in social media and online marketing for B2B marketers
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What You See Is What You Get

What You See Is What You Get | B2B Marketing Online | Scoop.it
What You See Is What You Get - 01/28/2016
Jennifer Beever's insight:
"Visuals are processed 60,000X faster than text." Ironically, this post was sent via email with no visuals!
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Oprah vs. Kirstie: Let the Celebrity 'Wellness' Battle Begin

Oprah vs. Kirstie: Let the Celebrity 'Wellness' Battle Begin | B2B Marketing Online | Scoop.it
As Weight Watchers debuts its Oprah Winfrey push, while Jenny Craig brings back Kirstie Alley.
Jennifer Beever's insight:
This should be interesting as both brands launch new and similar campaigns in 2016.
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How Long Is Short?

How Long Is Short? | B2B Marketing Online | Scoop.it
How Long Is Short? - 12/22/2015
Jennifer Beever's insight:

Some facts from the article:

 

"...the average person spends more than 20 minutes a day on Facebook;
...the average person also checks their phone 150 times a day;
...all 20 of those minutes spent on Facebook aren’t consecutive."

 

According the author, Jack Loechner, shorter videos are better for social media platforms. The research suggests 30 seconds is the consensus.

 

Most importantly, content quality always trumps video length.

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Facebook Testing Way for Hoi Polloi to Stream Live Video, Not Just Celebs

Facebook Testing Way for Hoi Polloi to Stream Live Video, Not Just Celebs | B2B Marketing Online | Scoop.it
Facebook is testing a way for all users to share video live streams.
Jennifer Beever's insight:
And the competition continues....
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The importance of user reviews for local SEO

The importance of user reviews for local SEO | B2B Marketing Online | Scoop.it
Reviews are a massive part of the web now, and an absolute essential for online retailers.
Jennifer Beever's insight:
This is very true, and applies to B2B companies that sell online to a worldwide audience as well as B2C retail outlets that are used as an example. Check out the very cool idea - a review landing page that has all the info about how customers can provide a review for your company or products on key platforms. Just email the link to customers and ask for their review. I love this and am going to implement it and recommend it for several clients. Last but not least, I take note that the author recommends focusing on Google reviews. This is a match with what I'm seeing - lots of visibility if you are active on Google+ (if only Google will stop changing the names - Google Places, Google local, Google my Business, Google+ - is it just me?!).
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10 years of Google Analytics… and 10 features you’re probably not using

10 years of Google Analytics… and 10 features you’re probably not using | B2B Marketing Online | Scoop.it
Back in 2003 Google bought a company called Urchin Software, and subsequently launched the first free, commercial-grade analytics platform. How time flies!
Jennifer Beever's insight:
The fact that few companies use many Google Analytics features doesn't surprise me. When I taught Strategic Marketing and Marketing Ethics at UCLA Extension, I got to take classes myself. I took Google Analytics, taught by an IT professional. He gave no real life examples of applying Google Analytics to marketing situations, but he certainly knew how it worked technically!
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Yelp Backs FTC In Fight Against 'Gag Clauses' 10/22/2015

Yelp Backs FTC In Fight Against 'Gag Clauses' 10/22/2015 | B2B Marketing Online | Scoop.it
Yelp Backs FTC In Fight Against 'Gag Clauses' - 10/22/2015
Jennifer Beever's insight:
Recently I posted an article about a woman who criticized a business owner in personal, not business , terms on a review site. The courts found her to be in the wrong on that one. Stick to the facts is the moral of that story. On the other hand, companies can't build into their service contracts anything that prevents consumers from posting negative reviews. From the article: "The FTC said in its complaint against the company that attempts to prohibit consumers 'from speaking or publishing truthful or non-defamatory negative comments or reviews' is an unfair practice."
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Pittsburgh Penguins ramps up proximity marketing via beacon content management - Mobile Marketer - Messaging

National Hockey League team Pittsburgh Penguins is scaling up beacon marketing through the use of a cloud-based platform that enables content to be regularly updated and optimized.
Jennifer Beever's insight:
Another use of beacons and an opportunity to bring personalized content to fans' mobile devices.
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Facebook's Marketer Pages Get First Major Update Since 2012

Facebook's Marketer Pages Get First Major Update Since 2012 | B2B Marketing Online | Scoop.it
facebook is redesigning businesses' pages for mobile with new shopping and services sections in the product's first major update since 2012.
Jennifer Beever's insight:
Now businesses can port their Ecommerce to Facebook if they set it up with Shopify, more easily add information to Facebook and message customers. In the article the author suggests Facebook is trying to get more business searches, but what about the shopping? Now it won't charge businesses to sell on their Facebook pages, but imagine the additional data they will capture about purchases. Plus, they will be one step ahead of Pinterest, where many people shop, but they can't buy.
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Twitter Audience Platform Promotes Engagement

Twitter Audience Platform Promotes Engagement | B2B Marketing Online | Scoop.it
Expanding the reach of its mobile ad partners, Twitter debuted a new version of its Publisher Network on Thursday. The Twitter Audience Platform, as the network has been renamed, now encompasses tweet
engagements and video views.
Jennifer Beever's insight:
Twitter ad campaign have extended their reach to 700 million and claim that engagement from their ads is higher than banner ads. They were able to build this by buying mobile ad exchange MoPub, in 2013, for $350 million; and mobile ad retargeting startup TapCommerce last year for a reported $100 million.
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How to write good blog posts for your audience and SEO

How to write good blog posts for your audience and SEO | B2B Marketing Online | Scoop.it
Here is a step by step methodology I use to write good blog posts for SEO and for my audience. I hope you can relate to that, let me know if you like it!
Jennifer Beever's insight:

Great list of must do's to make your blog posts get marketing results for your business!

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What Pinterest Has That No Other Platform Offers: Future-Planning Consumers

What Pinterest Has That No Other Platform Offers: Future-Planning Consumers | B2B Marketing Online | Scoop.it
When I was starting my career in marketing. I cut my teeth on the agency side, not in the world of marketing technology I live in now. To start a project, the creative directors I worked with were
fond of "mood-boarding," which meant assembling a set of images and pieces of text that felt appropriately thematic for the brand we were working on. Mood-boarding was about evoking a unique style.
When you had little to work with, mood boards were the best way to start planning. Later, when Pinterest
Jennifer Beever's insight:

This is true that consumers plan for the future, with decorating and shopping wish lists on Pinterest. So, it's great for B2C buyers, but for those B2B marketers who also need to create awareness with consumers (the companies that sell through business channels but want their brand desired by consumers as well), it also applies!

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BMA15 Takeaways: Millennial Buyers, Data and Transformation

BMA15 Takeaways: Millennial Buyers, Data and Transformation | B2B Marketing Online | Scoop.it
At BMA15, the annual conference of the Business Marketing Association, the top takeaways were changing b-to-b buyers, data and transformation.
Jennifer Beever's insight:

I think the most significant thing in this article is that B2B marketers are still designing campaigns as if all buyers are Baby Boomers or Gen Y people. But now the majority of B2B buyers are from the Millennial generation, who have very different values and expectations around the buying process. It's time to change marketing to meet their expectations.

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International domain structures and SEO: what works best?

International domain structures and SEO: what works best? | B2B Marketing Online | Scoop.it
Businesses with multiple sites across different countries have a number of decisions to make on how they structure their various sites.
Jennifer Beever's insight:
I have clients who have been asking about this. For marketing in different countries, do you have one site domain or multiple domains? My research and intuition said one site, unless there is a compelling business, language or cultural reason to have separate sites and domains. Only as a last resort would you create a separate site. The article author concurs - the best solution is one site and multiple directories per language or country you market in. I think this makes sense, since at least you get people to your site and the only competition amongst your landing pages is internal, not from another sub-domain or domain.
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How Brands Illustrate the Holidays Now

How Brands Illustrate the Holidays Now | B2B Marketing Online | Scoop.it
How do you represent the holidays of today in your visual communications? Here are some trends to consider to ensure your holiday imagery feels of the moment.
Jennifer Beever's insight:
Intimacy; giving back; travel; gathering; furry friends; handmade gifts are six trends in depicting the holidays
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How to completely dominate Googles first page

How to completely dominate Googles first page | B2B Marketing Online | Scoop.it
See that’s the thing about SEO, it doesn’t matter how doggedly you optimise every element of your site, there will always be someone trying to ruin your plans for total SERP domination
Jennifer Beever's insight:

This is a great list of items to implement for getting found online. Some require technical knowledge, but there are others such as video and Google my Business which non-SEO or non-programmers can implement.

 

Don't have unrealistic expectations if your business has lots of competitors, but the point here is there ARE things you can do. There are always certain new avenues that your competitors just don't know about (we found a key one for a client two weeks ago) that will give your search performance a boost... ...until it goes mainstream and the next new tactic comes along.

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There Are More Places For Video Ads Than Facebook, YouTube

There Are More Places For Video Ads Than Facebook, YouTube | B2B Marketing Online | Scoop.it
It's easy to forget there is a significant long tail out there. Most people, in addition to YouTube and Facebook, visit plenty of Web sites every month.
Jennifer Beever's insight:
Now not only are we content publishers, we are directors and producers who can create professional ads!
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Small Businesses: Four Steps To Enhance Real-Time Marketing

Small Businesses: Four Steps To Enhance Real-Time Marketing | B2B Marketing Online | Scoop.it
Here are four steps for small businesses to enhance real-time marketing strategies by thinking more proactively, using the right tools and planning what they can upfront.
Jennifer Beever's insight:
I like this post, and I would add that writing marketing personas that take the typical psych- and demo-graphic elements of each of your target audiences and writing it like a story, "a day in the life of ____," is even more effective. Then review regularly to see if there are any trending or upcoming issues or events that you can leverage to reach your audiences more effectively.
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Healthcare Apps, WordPress Most Popular Web Attack Targets

Healthcare Apps, WordPress Most Popular Web Attack Targets | B2B Marketing Online | Scoop.it
No application escaped without a Shellshock attack in 2015, either, report finds.
Jennifer Beever's insight:
There are ways to protect your WordPress website from attacks. Since Wordpress is susceptible to hackers, implement security measures and be careful about what plugins you use.
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The writing is on the wall for the ad-supported Web: It's the end of the line | VentureBeat | Media | by Dylan Tweney

The writing is on the wall for the ad-supported Web: It's the end of the line | VentureBeat | Media | by Dylan Tweney | B2B Marketing Online | Scoop.it
With the release of iOS 9 this week, the discussion over ad blocking has reached a peak.
Jennifer Beever's insight:
As I went to the Venturebeat site to read this article, my screen was blocked by a pop up asking me to subscribe. Ironic! It's time!
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Instagram Lets Brands Post 30-Second Videos, Offers a Takeover Unit as Its Ad Business Takes Off

Instagram Lets Brands Post 30-Second Videos, Offers a Takeover Unit as Its Ad Business Takes Off | B2B Marketing Online | Scoop.it
instagram is adding a new "marquee" ad unit and expanding the length and format of brands' video ads.
Jennifer Beever's insight:
Instagram advertisers now can use the same targeting features as Facebook ads. Some brands are finding increased performance. Ad buying company Kenshoo claims people click on Instagram ads 2.48% of the time that they see them, two-and-a-half times the average for social ads.
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Marco Favero's curator insight, September 10, 2015 4:42 AM

aggiungere la vostra comprensione ...

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Turn Influencers Into Brand Advocates

Turn Influencers Into Brand Advocates | B2B Marketing Online | Scoop.it
Social media brand advocates can have a powerful influence on the purchase decisions of others, and predictive analytics software can provide the necessary data to help companies locate the right
influencers, and craft engaging content that turns them into brand advocates.
Jennifer Beever's insight:

This article describes an interesting study about how to get influential people to advocate your brand. Here are some of the highlights from the article:

 

"...just 5 to 10% of social media users are responsible for 60 to 80% of influence"

 

According to the article, influencers will share entertaining or funny posts, information about products they have researched, or human interest stories.

 

They are NOT likely to share the brand's post if a brand posts to their profile related to something they just shared about themselves. They are NOT likely to re-share a friend's post about a brand.

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Your Email Marketing May Impact Your Rankings

Your Email Marketing May Impact Your Rankings | B2B Marketing Online | Scoop.it
Google was just issued a patent based on tying its rankings with email spam. While that patent shows what could be, rather than what will be, it reminds us that Google is always watching.
Jennifer Beever's insight:
This is an interesting development! It will be interesting to see who gets dinged for spam email!
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New Research: The Best Time to Tweet for Clicks, Retweets, and Replies

New Research: The Best Time to Tweet for Clicks, Retweets, and Replies | B2B Marketing Online | Scoop.it
We looked at 4.8 million tweets sent through Buffer to determine the most popular times to tweet and the best times for clicks, retweets, and more.
Jennifer Beever's insight:

Check out the study results that show best times to Tweet for clicks and engagement around the world. The results will surprise you! 2-3 AM is best for Los Angeles; 11 PM - 12 AM best for New York.

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More Time Spent On Mobile Shopping; More Sales From Desktop

More Time Spent On Mobile Shopping; More Sales From Desktop | B2B Marketing Online | Scoop.it
According to research findings presented by Andrew Lipsman, vice president, marketing and insights, for comScore Inc.
Jennifer Beever's insight:
More people are shopping on mobile devices, but more sales transactions happen on desktops. It's easier to buy on a computer.
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