Welcome to our weekly tradition! It’s time for another edition of our Hashtag Team report, in which we diligently sift and sort through every B2B-related tweet and post using Nexalogy, a cutting-edge social analysis platform.
This week, we take a look at four B2B email marketing fails to avoid, a sneak peak at the future of Internet video, the five key components of designing an effective display ad campaign, and more. We also found a couple of great infographics to share with you. Enjoy!
— Jose Javier Garde (@jose_garde) July 15, 2015
Kristin Veach at Repcap highlights four B2B email marketing fails every marketer should aim to avoid. First, don’t take a “one-size-fits-all” approach when sending out emails. Writing without knowing your audience is a major facepalm. Marketers should also refrain from creating content from scratch by reviewing existing materials to determine what can be repurposed. Don’t forget to include calls-to-action in your emails and never, ever overlook mobile—over half of emails are opened on smartphones and tablet devices, a five-fold increase from just four years ago.
B2B Social Media/Marketing:
— Paul Skotidas (@PaulSkotidas) July 15, 2015
By the end of the decade, 80 percent of the world’s Internet traffic will be video, according to a Cisco study. Video content, which already accounts for around two-thirds of all global Net traffic, will dramatically increase due to increased popularity of OTT video streaming services and by a surge in global connectivity. By 2019, more than half of the world’s population, or nearly 4 billion people, will have Internet access, and the number of web-ready devices will triple. B2B marketers looking to employ video content in their social media campaigns should take note that Cisco predicts consumer internet video traffic, defined as short-form content (YouTube, Facebook), long-form (Hulu) and Internet-to-TV (Netflix), will dominate by 2019.
This post by KissMetrics examines the five key components to designing an effective Display advertising campaign for B2B SaaS companies. First, get qualified prospects to your landing page. SaaS companies thrive on high-quality traffic sources. Google Display Network, BingAds and Native Ad Networks are all great choices. Second, find your best customers using publishers and always consider user demographics and mindset.
Next, draw ad clicks using strong creative. Free trial offers and ‘ethical bribes’ work well. After that, encourage conversion by following through on your ‘ethical bribes’ and offer free services or features to get potential customers to test your software. Finally, follow up and follow up again with prospects who failed to convert.
— MarketPro_Inc (@MarketPro_Inc) July 13, 2015
What is the current state of B2B product marketing? What are the top priorities of B2B marketers right now? This infographic, posted by Marketing Profs and based on Regalix research, analyzes survey results that found 80 percent of respondents cited collateral creation as their number one current priority. Sales enablement followed at 71 percent, and 70 percent said “defining position.” As for the most popular digital channels, websites (91 percent) topped the list, followed by email (89 percent), webinars (77 percent) and social media (76 percent).
Have you ever considered how emotion influences B2B buying? After all, business buyers are mostly concerned with the B2B value of any given product, unlike B2C buyers who tend to have more emotional connections to the products they use. But according to new research published by Kapost, B2B brands drive significantly more emotional connections than B2C brands. What does this mean for B2B content marketers? For starters, the study’s findings bust the myth that corporate clients only desire “corporate” content, potentially changing the way B2B marketing content is presented so that it more accurately reflects the role of emotion.
If you missed last week’s edition of Hashtag Team written by Sarah Dawley, head here to check it out. And as always, if you have any B2B content we think we should share next week, let us know below or via @b2bnewsnetwork.
Photo via iFlickr, Creative Commons
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