In this week’s issue of LeadCrunch’s Best in B2B Growth, we bring you a diverse set of articles about why we think Linkedin sold itself short, tips on smarter digital marketing, trends in content marketing, and ways B2B brands use Instagram. This week’s issue also features an awesome webinar about The Best Ways to Grow B2B in 2016-2017 feat Sujan Patel, digital legend and Co-Founder, Web Profits!
Enjoy your week,
Curated content – summary
- Why Linkedin Sold Itself Short to Microsoft, by Eghosa Aihie via The Huffington Post
- Get Scrappy: 7 Tips for Smarter Digital Marketing, by Nick Westergaard via Marketo
- The Top 3 Trends in Content Marketing Right Now, by Jessica Ann via Marketing Insider Group
- Eight Creative Ways B2B Brands Use Instagram, by Tereza Litsa via ClickZ
- 6 Reasons Why Your Website is Failing to Generate Leads, by AJ Agrawal via LeadCrunch
Curated content – detailed
Why Linkedin Sold Itself Short to Microsoft, by Eghosa Aihie via The Huffington Post
The sale of LinkedIn to Microsoft created a lot of waves in the world of social media. It had people wondering which social network would be sold next and why Microsoft had opted to make the sale. What few people were talking about was the inevitability of such a thing.
LinkedIn has been on the ropes for years. Its premium subscription service wasn’t yielding as much as it used to, and it was trying and failing to come up with an alternative.
There are many sins that caused LinkedIn to fail, but one of those sins was failing to monetize in terms of lead generation. This business community should have been a fertile ground for generating leads, but why was that and what will Microsoft do to change things?
Get Scrappy: 7 Tips for Smarter Digital Marketing, by Nick Westergaard via Marketo
Digital marketing isn’t going anywhere. However, new technologies bring about constant shifts, making it hard to keep up without the right strategy.
Recently, I hosted a webinar with Marketo on how to create a smarter digital marketing strategy that allows you to optimize your campaigns, even with a tight budget or resource constraints. In this blog, I’ll answer the top seven questions that I received from our attendees:
1. What does it mean to be scrappy?
Scrappy means a lot of things to different people, but to me, scrappy comes down to doing more with less. It’s an alternative to checklist marketing, which consists of just checking things off a list instead of doing what makes the most sense.
The Top 3 Trends in Content Marketing Right Now, by Jessica Ann via Marketing Insider Group
Say the word “trends” to a group of marketers and you’ll reflexively hear the word “data” or even better: “big data!” which may or may not then be followed by eye rolls (and if you’re lucky, awkward laughs). If you’re like most millennials, you may feel an urgent need to run in the opposite direction. And we won’t blame you. Tracking trends (and especially reading about trends) can be fun (when done right) but it also has a bad rap. Savvy marketers know that you can’t seriously use the word “trend” in a headline without making fun of yo’self (or the word itself).
Even if you’re a “trendy” millennial, you know that trends are not your friends (say that aloud three times fast). So what’s a marketer or millennial to do if you need to know the latest in your industry, especially when you need to know the qualities to market to millennials?
Eight Creative Ways B2B Brands Use Instagram, by Tereza Litsa via ClickZ
Instagram has become an effective social network with its appealing visual content and there are many ways a B2B brand can benefit from its usage.
Instagram may be extremely popular among retail brands, but this doesn’t mean that it cannot be effective among B2B companies. In fact, it has been observed even the most “boring” brands can be attractive, provided that they are creative enough.
51% of B2C marketers use Instagram, but only 33% of B2B marketers head to the platform for the promotion of their brand, which means that there’s also less competition for a company that manages to succeed in it.
6 Reasons Why Your Website is Failing to Generate Leads, by AJ Agrawal via LeadCrunch
Generating B2B leads requires your website to be setup to generate leads in the first place. 61% of businesses say generating high-quality leads is their greatest challenge. So many businesses have great lead generation campaigns, only to fall at the final hurdle. To make sure you get leads not inquiries, this guide is going to show you some of the main reasons your website isn’t generating leads.
You Have No Landing Pages
Did you know that another name for a landing page is a conversion page?
There’s a reason for that and it’s because a landing page gives you two options. You can continue down the sales funnel or you can leave. When combined with a persuasive ad, your landing page can increase your conversion rates.
If you have yet to create any landing pages, now is the time to do it.
Who is Your Target Audience?
Your website is another marketing platform. And like any marketing platform it needs to have a defined target audience. Without this, you are never going to get the results you want. You are not going to cater to the people who matter most.
It works the same way with social media. The most attention grabbing Tweets have a defined target audience. Companies need to define their target audience and engage with them accordingly. To master the art of persuasion for B2B sellers it’s necessary to have an intimate knowledge of what your market wants.
Enjoy your week!