How to Include Audio in Your B2B Marketing

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Yes, you “heard” that right. Today, I’m talking about audio and how it can enhance your marketing efforts. Despite the growing number of digital technologies, our affinity for audio continues. According to the 2016 Edison Research Infinite Dial report, online radio listenership has increased by 35% since 2005. And, if you’re thinking that audio is just for the consumer market, you’re wrong. Audio is a great opportunity to create branded content for the B2B market, too. Here are three ways you can include audio marketing in B2B:

1) Create Branded Podcasts

Podcast listenership is steadily rising, creating a significant marketing platform.

Source: Edison Research

Podcasts are similar to blogs in that you need to create content that delivers something of value. Tell your company’s story, interview experts in the field, educate on a specific topic…you get the idea. Come up with an editorial calendar and a plan for distributing your Podcasts. In a pinch, you can use blog copy and tweak it for a Podcast.

2) Create an Audiogram Snippet

This is the cutting-edge technology, aiming to make it easier to share audio. There are apps that enable you to clip up to 45 seconds of whatever you’re listening to and share it with whomever you choose. It turns audio into something bite-sized and shareable, which is pretty cool. You can also attach your own (minimal) copy to the audio snippet, if you’d like.

3) Try Facebook’s Live Audio

It launched in 2016 and has largely been under the radar since. But, that doesn’t mean it’s not effective. It’s also a good option if you are needing to broadcast live from a low-connectivity area that doesn’t support video. Just as with a live video on Facebook, listeners can discover live audio content in News Feed, ask questions, and leave reactions in real time during the broadcast – and easily share with their friends.

I encourage you to consider adding audio to your marketing plan in 2017. It’s a great way to reach your prospects (and loyal customers) in a new and impactful way.

 

 

 

The Next Big Thing In Digital Marketing (Part 3 of 3)

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Last week was all about the changes in television. Today I am concluding with a look at what’s coming in digital marketing.

Social media enables marketers to be evocative, entertaining, and effective in ways we never could before. The different social platforms help marketers change behavior and drive action very effectively. The biggest tip for good marketing is to always keep learning about what is new and how it can work for your business.

The Next Big Thing In Digital Marketing (Part 2 of 3)

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Last week I showed you some statistics from Business Intelligence that hit home the fact that digital advertising is disrupting the market and will continue to do so. This week the focus is on how digital has overpowered and out maneuvered traditional television marketing.

 

This second post features the statistics that show the decline of traditional network channels and the upswing of alternative television viewing options like Hulu, Apple TV, and Netflix.

Did you ever guess we would come to the day when the three major networks (or even cable stations) weren’t the most powerful spots for your television advertising dollars? Well, that’s been the reality for quite some time. And, these numbers indicate that it shows no signs of stopping. If you want to make your TV ad dollars perform for you, consider these statistics before you make your choices.

 

The Next Big Thing In Digital Marketing (Part 1 of 3)

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As marketers we are often looking for a crystal ball to know how to make our marketing dollars work the hardest for us. I found the following information from Business Intelligence that just may function as our crystal ball. There is a lot of information, so I’m going to share it over a few posts.

 

This first post focuses on the continued growth of digital marketing and its impact on traditional marketing.

For some marketers it’s been a hard journey to accept that the sales geography has changed and is continuing to change. But, the numbers don’t lie. If you are continuing to market the same as you did just a few years ago, you are doing so to your detriment.

It is not enough to merely have a presence on these digital media. You have to have a command of the media and use it to its fullest advantage. There is a lot of information on my blog and on the Internet that will help you learn how to use digital media to increase sales.

Really study these statistics and see where your marketing plan is missing the mark. Then fix it!

 

Web Design Trends for 2017 (Part 2 of 2)

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2017 is leaving us with no shortage of new web design trends to take for a spin and see how they work. I always stress that you should NEVER view your website as static. You need to regularly look at it with fresh eyes and see what needs to be eliminated or added. By keeping your website fresh and interesting, you are keeping visitors interested.

Last week I shared six trends in web design for you to consider using on your own site. Today I’m sharing five more.

    1. Duotone

    In the minimalist family, the duotone is a good option when you’re looking to keep things simple while still adding a pop of interest with a monochromatic palette.

2. Horizontal and Vertical Text

Add dimension by breaking the standard text rules. Shake up your text and run it vertically and horizontally. The page can still be simple, but it will be anything but boring.

3. Mix Geometric Shapes and Patterns

This is a great way to add dimension and texture to your website – not to mention visual appeal.

4. Modular

If you are looking for a clean design option that organizes everything into separate modules, then this one is for you. It works well to compartmentalize different categories of information.

5. Text and Image Overlap

Stacking your text over an image adds visual appeal. Just make sure the text can ALWAYS be easily read. Never sacrifice readability for design.

 

That does it. I hope this two-part blog gave you some ideas you can implement on your own website in 2017. Have fun!

 

Web Design Trends for 2017 (Part 1 of 2)

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imagesThe trends in web design are always evolving. To stay relevant, you must direct ongoing attention to the design of your website. Sometimes that means doing a complete redesign, and sometimes it just means making some tweaks to freshen the look.

Today I’m sharing six trends in web design that you will want to look at and consider for your own site.

  1. Ultra-Minimal

This year I think we’re going to see more companies pushing the envelope on what a website needs to look like and what it needs to say. Obviously, this option doesn’t work for everyone. Here’s a good example of the ultra-minimal look.

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  1. Bold Typography

A growing number of companies are choosing to anchor their home page with bold typography. When you go with this option, make sure you keep the rest of the design minimal so the typography gets the spotlight.

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  1. Cinemagraphs

You may not be as familiar with this option. Cinemagraph is a technique of blending the effects of images and videos. Cinemagraphs are typically created as animated .gif files, which makes them easy to use on a web page.

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  1. Experimental Compositions

Who says your website has to look like all the others? Some companies are creating websites that are anything but ordinary. While different is good, functionality is always key.

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  1. Vivid Layers of Color

Bright colors beautifully layered or presented in kaleidoscope are becoming increasingly popular. You can’t beat the visual appeal.

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  1. Illustration

This hot new trend feels more like a refreshing blast from the past. Custom or stock illustrations can be a dynamic addition to your website, adding visual interest that also lends personality to your brand.

 

 

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In my next blog, I’ll share some more web design trends for you to consider for 2017.

 

Eight Ways to Use Your E-mail Signature to Reinforce Your Marketing Campaigns

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Many marketers don’t take advantage of their e-mail signature real estate, opting to leave it blank. Some use this space to give more information on themselves like phone number, website, etc. But, what if I told you that you both are missing a big opportunity…and it’s free? I bet I have your attention now. Here are eight ways you can use your e-mail signature space to reinforce your marketing campaigns.

  1. Share More Information

If you have a blog, let them know by including a link to it. This is a great way to share the most up-to-date information with your e-mail recipients. However, make sure you use your blog wisely. Incorporate calls to action throughout your blog to turn visitors into leads.

  1. Promote Your Best Offers

If you’ve had a look at your data and see that some offers are pulling better than others, use the ones that are working the best for you as mini ads in your e-mail signature area.

  1. Lead Them Home

You should always have a link to the home page of your website. Once you send them to your home page, make sure you have an offer or a call to action waiting for them there.

  1. Get Social

Make it easy for your e-mail recipients to connect with you on your social media platforms. Provide links to Facebook, Twitter, LinkeIn, etc., for all of your business accounts.

  1. Promote Yourself

If you have a book, e-book, article you wrote, video interview, etc., let your recipients know. Give them a link to watch, read, download or purchase.

  1. Promote Upcoming Events

If you have a conference or tradeshow coming up, include that information in your signature area.

  1. Promote the Facts

White papers, research studies, and case studies all have the ability to tell a really good story. Share them when you have them.

  1. Offer Something for Nothing

Promote a free consultation or a free demo. This works to help drive leads.

Some of these ideas work together while others are best used alone. Use your best judgment. The last thing you want to do is overcrowd your signature area and miss an opportunity to further connect with prospects.