Uncategorized

Oftentimes, we think of live video as a B2C marketing tool. Brands can use live streaming to interact in real-time with the customers who will directly use their services or purchase their products. As a result, live video is a largely untapped tool in the B2B marketing world—which is why you should be utilizing it.

General Electric (GE) recently spoke about why their executives utilize Facebook live to connect with other businesses. “You have to go where the world is, and everyone’s on Facebook,” said Beth Comstock, GE’s Vice Chair. Communications Specialist Alaynah Tombridge adds that live video “is a real-time feedback loop…the conversation can sometimes go in different directions. And there’s something much more authentic about that.”

Facebook Live, Instagram Live, and other live stream media outlets are ideal for B2B marketers because conversations among businesses can develop organically, similar to a face-to-face meeting. B2B marketing is about transparency, honesty, and accessibility, and all of these things are present in video live streams. Your credibility and trust level increases when others can connect with you live.

Not only are there tons of things you can capture on live video, but you can repurpose those videos to generate YouTube videos, blog posts, and website content. Going live at a seminar, conference, or company event allows people to connect with your business and industry in a way that they couldn’t before.

Live video can be used for a variety of B2B marketing strategies:

• Entrepreneur/startup community: share and learn with one another
• Recruiting: share culture, employee testimonials to connect with passive candidates
• Career and talent coaching
• Education (share webinars, meetings, conferences, recap discussions, etc.)
• Going “behind the scenes” to learn more about a company/industry
• “Ask an expert” to share your passion and knowledge around a topic

The importance of live video in B2B marketing is just another example of why professionals need to get comfortable with being in front of a camera in 2017. Sharing your thoughts, passions, and insights via visual and audio elements is the ideal way to connect with other businesses, your customers and peers.

In the past, we have considered the big 3 in digital as LinkedIn, Facebook and Twitter. Now, the big 3 are LinkedIn, Facebook and Instagram. According to a study conducted by Webpage FX, Instagram is quickly outpacing Twitter and becoming the next big platform for marketers. The study cites that Instagram currently has 600 million monthly active users, growing 4x over the past two years. Furthermore, brands get 120x more interactions on Instagram than on Twitter, and 58x more than on Facebook.

Simply put, engagement levels are higher on Instagram. The simple feed design allows users to quickly access the posts of those they follow without having to sift through things their friends have liked, commented on, etc. Instagram also gives brands an outlet to be more creative than on other social media sites. Utilizing hashtags and photo campaigns is an easy way to engage customers and gain followers.

Additionally, the inclusion of Instagram Live in the app’s newest update provides a more organic way for brands to reach out to their customers. With this new feature, users can live stream a video that appears at the top of each of their followers’ home pages. Followers can click on the live button and watch what is happening in real-time. They can comment and like throughout the video, and these interactions appear to the user posting the live stream.

Instagram also offers paid sponsored posts that appear in the feeds of every user, regardless if they follow the advertiser’s account or not. Some posts even allow brands to post multiple pictures within one post that users can scroll through by swiping left or right. Instagram For Business also allows brands to put a “contact” button next to the “follow” button on their profile page, allowing users to quickly and easily email or call the brand.

Humans are highly visual, and the emphasis that Instagram puts on visual elements makes it an ideal platform for sharing information with current and potential customers. Webpage FX also created a list of best practices for creating Instagram posts, and recommend brands post more photos than videos, show faces and color, and utilize negative space.

There are, of course, some downfalls to using Instagram as a way to promote your brand. For example, the app is not very link-conducive. You cannot add hyperlinks to post captions or in comments. The only place to post a link to a website, body of work, or video is in the profile bio; however, with the app’s exponential growth and engagement, especially among brands and their customers, it is a strong possibility Instagram will fix this issue in 2017.

If your company does not currently have an Instagram, it may be time to consider creating one. Instagram is only expected to grow in the coming year, and it’s intense popularity may cause other social media outlets, especially Twitter, to become obsolete when it comes to marketing.

New year, new me. That’s what LinkedIn is saying as they prepare to completely overhaul their existing desktop site over the next few months.

Here are five changes coming to LinkedIn’s desktop site in 2017:

• Visual changes. These modifications are perhaps the biggest changes, or at least the most noticeable. LinkedIn will incorporate design elements of their mobile app to bring a “cleaner, simpler, and more intuitive” feel to the desktop website. Members will be able to more easily access their notifications and job alerts, as well as updates from their connections. LinkedIn saw much success with the launch of their mobile app last year, and wanted to create a desktop site that would complement the mobile app.

• LinkedIn Record. With the massive increase in video content we will see in 2017, it’s no surprise LinkedIn is creating a native video app, called LinkedIn Record. Users will be able to record live video about curated topics and upload it to their profiles, interacting with their connections in real-time. Right now, only Influencers have access to the app, but it will become available to everyone soon.

• Loss of Advanced Search. Currently, anyone can conduct an advanced search, filtering LinkedIn members by specific criteria, saving searches, and sorting companies. This will change in 2017, and only Premium members will have access to these advanced search functions.

• New company pages. Company pages will get a completely new look, including a new experience for page admins. The new page is cleaner, with the company’s updates and connections in the center of the screen, rather than to the right-hand side. Current example: https://www.linkedin.com/company-beta/1534?pathWildcard=1534

• Chat. LinkedIn is also implementing a chat function, similar to Facebook Messenger, to better help members connect with one another. The new chat system will also include “messaging bot technology” than can help schedule meetings, among other things.

As with any major changes to a website, there is a chance that users could lose some of their information. It’s important to back up your connections and profile information in case any of your LinkedIn data gets lost in the move:

• Export your connections. Protect your list of connections by exporting them to your computer. Hover over the “My Network” link at the top of any page and then click “Connections.” Click the gear icon, and then choose “Export LinkedIn Connections” on the right-hand side of the screen.

• Save your profile as a PDF. Simply go to your profile and navigate to the “View Profile As” button beneath your photo. Then, hover over the down arrow and select “save as PDF.”

These changes are big, and while we may not like some of them at first, we will adapt and learn to embrace them.

This year has flown by…we are already only a few weeks away from 2017!

Content marketing can be difficult—in fact, according to research conducted by The Content Marketing Institute, only 41% of businesses have clear idea of what it means to implement a successful content marketing plan (page 10). Furthermore, 37% of survey respondents said their business had little commitment to content marketing (page 12). A fourth of businesses said their marketing approach was unsuccessful (page 13), and only 37% have a content marketing strategy in place (page 19).

We want to help you better understand how your B2B organization can excel in marketing in 2017. Here are some things to think about in the new year:

• Record, stream, share. It’s hard to log into any social media site and not see the latest video challenge, interview clips, recordings of events in your company, behind the scenes, and how tos. Facebook, Snapchat and Instagram have created a world where you can send clips of videos to anyone in the world with the push of a button. We live in highly visual world and we like being able to experience things which is why video has become such an integral component of your marketing plan.
  
  In fact, according to Cisco’s Visual Networking Index forecast, video will comprise 80% of all Internet traffic by 2019. Utilizing video, whether it be a free platform such as Facebook Live or Firetalk, or a paid hosting service like Huzza (starting at $29/month) or Crowdcast ($29 and up/month), will be crucial to growing your business and reaching your customers. Incorporating video into your digital marketing strategy is a must.

• Know your numbers. 62% of B2B marketers found their organization’s content marketing more successful this year than in the previous year (page 14), but this does not come without carefully analyzing your company’s current social media insights, Google Analytics, and ecampaign statistics. This should become a monthly routine for your company. It’s important to keep track of these numbers using a spreadsheet so you can compare data from month to month. Review this data to better understand what is or isn’t working in your marketing efforts. You can’t depend upon your personal preferences or what you think is working to lead you to success; instead, let the numbers guide you.

• Go offline. No matter how pristine your company’s digital presence is, it’s just not the same as meeting face-to-face with current and potential customers and partners. Speaking opportunities, sponsorships, and networking events are crucial to building a solid customer and partner base. Don’t forget to look for award opportunities that your business can apply for. Check with your local Chambers, Business Couriers and Associations. 

• Refresh and rejuvenate. Things get boring if they stay the same for too long. 2017 is the year to give your website a makeover. Perhaps the most important thing to consider is if your website content appeals to your client. Oftentimes, we get so caught up in wanting to market ourselves that we forget to draw connections between our services and what the customer needs.
  
  Here are a list of some more questions to consider: Is your site mobile friendly? Do you have inbound marketing opportunities, such as downloading a video or taking an assessment? Does your “about” page only talk about you, or do you talk about what problems you solve and how you help your customers? Do you have a blog (and a blog that you haven’t updated since 2013 doesn’t count)? If you do have a blog that hasn’t been updated since 2013, is it time to consider investing in a ghostwriter?

• Align sales and marketing. Perhaps over the past year, you’ve evolved the way you talk about yourselves and your service offerings. Do your marketing efforts align with the new message you want to send? It’s essential to list all of your available services on your website and social channels. Think about the last time you looked at your own website and gave it a once-over. If it’s been at least six months, it’s time to look again. Your website is your credibility, your reputation, the first thing many potential customers will see. You want to make a good impression. This is also a great opportunity to get your employees involved in the marketing process. Welcome any feedback from them as they are the front line to hearing the wants, needs and challenges of your customers. 

• Keep creating. There are infinite channels on which you can display content. Whether you use social media, e-newsletters, or your website itself, you can always find a place to promote content. And there is always more content to create. Infographics, videos, case studies, webinars, blog posts, career articles, research, white papers, client testimonials…the list goes on and on. 85% of B2B marketers said their marketing strategy saw more success when they created more content (page 15). So…keep writing, keep designing, keep posting, keep sharing. (quality not quantity will win this battle)

There you have it. 2017 is quickly approaching, and if you keep these tips in mind, you and your company will be ready for it.