In February 2012 179 million U.S. Internet users watched nearly 38 billion online videos, according to industry research. Predictably, YouTube statistics are colored with consumer viewing behavior. But B2B online video viewing grew 27% from 2010 to 2011 and eMarketer estimates that B2B spending on online video will rise as much as 55% this year. Which makes it the fastest growing ad format in 2012. In fact, your B2B audience expects you to engage them via video. Companies that don’t utilize video as part of their marketing efforts are likely to use lead generation opportunities to competitors that do.
Having online video in your mix is a priority for marketing in the coming year. Here five tips to help you create compelling videos to drive your business:
Content is all around you – You already posses a wealth of content that can be reused, recycled and repurposed into online video. It’s tucked into the deep recesses and dank corners of your business. White papers, promotional materials, training videos, presentations developed for product briefings, keynote presentations given by your executive teams at conferences, panel discussions, interviews – the list is endless if you really look. Identify it, categorize it, and leverage it to engage your customers and prospect.
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Tags: b2b marketing, business video, Cisco partner marketing, online video, video, youtube
When done properly, blogging is probably one of the best things you can do to engage customers and prospects, positon yourself and your company as a thought leader in your respective industry, and increase the SEO of your web site. But timing matters. Depending upon the goals you’ve associated with your blog, the timing of your posts can go a long way in helping you to achieve your objective.
Let’s say that you want to position yourself as a thought leader in your industry. Getting traffic to your posts is very important in reaching this goal. Based on the data and analysis from Dan Zarrella (@danzarrella) and HubSpot, you may want to make sure that you’re posts are live on Monday.
If you’re looking to drive engagement with your customers and prospect, the number of comments you receive on your posts is one way to measure this. Surprisingly, posting on the weekend may help to drive comments. According to this data, posts done on Saturdays receive the most comments. Clearly, your content has to resonate with your target audience at some level, but if you’re goal is around engagement, why not try posting on the weekend and see if your comments increase?
And if SEO is your focus inbound links are like treasured gold. To drive more inbound links try posting on Mondays or Thursdays seems to drive the most inbound links according to this data.
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Tags: blogging, Cisco partner marketing, Dan Zarrella, HubSpot, Science of Timing, social media, social media marketing
Sometimes it seems that if you are not incorporating blogs, Twitter, LinkedIn, Facebook, Slideshare and a myriad of other social tools, along with geo-targeted search adversting, remarketing, and let’s not forget QR codes into your marketing strategy, you’re shamelessly behind the times and your marketing initiatives are at risk of being ineffective – or so it would seem…
A Fall 2011 survey by Constant Contact, Inc. shows that while most small businesses now market online and utilize social media, more conventional forms of marketing remain an important part of the marketing mix. “Old school” marketing tactics are still essential elements of our marketing tool kits. They may not be the cool kids on the block, but smart marketers know how to leverage under-utilized tactics to their advantage. Think about it. Read More »
Tags: Cisco partner marketing, marketing, marketing mix, SMB marketing, social media marketing, traditional marketing
Email marketing continues to be a preferred communication medium in B2B Marketing. Using real data, Dan Zarrella provides the information we need to maximize the effectiveness of our email-based campaigns and communications. I have actually used several of the key takeaways from this data to increase the open and click through rates of external Cisco communications. Use the following data to find the best days and times to maximize open and click through rates for your own communications.
Data is from the great work done by Dan Zarrella (@danzarrella) and HubSpot. Download detailed slides from the webinar by Dan Zarrella for a more indepth look at the science of timing for email marketing. Infographic created by KissMetrics.
Download a PDF of this infographic here
Tags: Cisco, Cisco partner marketing, click through rates, Dan Zarrella, email marketing, email optimization, HubSpot, open rates
I was recently asked by a Cisco partner which social platform was better for B2B marketing – Facebook or LinkedIn? My response went something like this – We’re all using Facebook to connect and share with our family and friends and with 800 million users, Facebook is hard to ignore, but do we really want our professional networks and personal lives to intermingle to this extent? There is always the option to create a separate Facebook page solely for business purposes. However, these types of pages are more likely to be successful for B2C companies where the target audience is already a regular Facebook user and the product or service they’re selling is a lifestyle fit.
On the other hand, LinkedIn is a social platform designed specifically for the business professional. It’s used by over 160 million people worldwidewho did nearly 4.2 billion professionally-oriented searches within the platform in 2011 and are set to surpass more than 5.3 billion this year. If I only had $10 to spend on social marketing and I had to choose between LinkedIn and Facebook, I would choose LinkedIn. The audience is more targeted, more qualified for the B2B technology market we focus on and the platform offers many ways to engage with this audience.
Here are five thoughts on how to maximize LinkedIn for business:
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Tags: b2b marketing, Cisco partner marketing, facebook, linkedin, marketing, social media, social media marketing