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Which Types of Digital Marketing Will Dominate 2020

The year 2020 revolves around digital marketing and its many perks, which are really out in the open. Be it any business, it is getting hard to survive without the right type of digital marketing strategy. There are many digital marketing names, such as online marketing, internet marketing, digital advertising, etc. Honestly, it does not matter what you call it; what matters is its significance in today’s era.

One cannot go without practicing digital marketing, especially those businesses that want to grow at a fast pace. It is more like an essential ingredient to achieve the right texture and flavor. It is the fuel of your vehicle and the ladder to achieve exceptional marketing results. Being a business owner, do you think you will go without something as crucial as the things mentioned above? If your answer is ‘no,’ then welcome to the club.

The latest digital marketing trends are here to stay in 2020. They have gained so much popularity lately, with the introduction of better services in the future. Traditional marketing tactics were a hit too, but gone are the days when they were considered ‘essential.’ What is even more essential is getting a business website up and running without further delay. Also, do not forget the social media sites like Facebook, Instagram, Twitter, LinkedIn, etc.

The reason behind mentioning all of this is to keep up with the digital evolution. There is no scope for businesses stuck in the past, that use conventional marketing techniques. Companies need to alter their digital landscape and make dollars in return. In 2020, different types of digital marketing strategies are going to dominate the market. Now is the chance to adopt these latest strategies and become the ultimate digital marketing designer to make sure your company remains ahead of the marketing game and achieves a competitive edge.

Keep on reading to discover which types of digital marketing strategies will dominate 2020. In this way, you will be all set to embrace the best trends and utilize them wisely.

1. Video marketing is a big hit

If you think video marketing is still an ‘option’ to consider, then you are wrong. Try to get on board with video marketing before it gets too late. It is yet another dominant digital marketing field, which is all about visual content. It might make you wonder why video marketing is so crucial. Well, it is the need of today’s market, where no other type of content can compete with visual content. If you plan to increase your website’s visibility and encourage sales online, it is necessary to go for video marketing. Consider these statistics about video marketing from ImpactBND:

  • Almost 70% of customers have watched and shared a particular brand’s video.
  • 72% of businesses have strong faith that visual content has upgraded their status.
  • Over 52% of customers state that product videos have helped them make sound decisions while purchasing products online.

Indeed, video marketing is super engaging, especially when brands do live streaming on various social media platforms; it attracts many viewers. The more a brand utilizes video content to their advantage, the more they can expand their customer pool. When combined with blogging, this powerful marketing strategy will do unimaginable wonders, especially for small businesses.

 

2. Personalized email marketing to your rescue

Emails remain a prevalent medium to communicate with people around the world. People use them for personal, industrial, commercial, legal, academic, and scientific reasons. When we use emails so often, then imagine how quickly email marketing will dominate 2020. However, email marketing is an art, and it needs personalization to grab one’s attention and convert it into a possible lead.

Generic marketing is a big no in this domain, and unique triggers should be used to win over everyone’s heart. We also recommend you give your emails a personalized touch and create some follow-up emails, all the while remaining engaged in answering any queries or concerns. All of this will help promote your brand with the right context, motivating the customer to act.

3.  Omnichannel Marketing is now becoming mainstream 

A handful of people are aware of this term, and if you are not one of them, it is time to get familiar with it. Omnichannel marketing is when a business starts using several online platforms to market its products and services. This kind of digital marketing allows companies to communicate effectively with their customers, building a secure connection with them. When a cohesive message gets delivered to the target audience at the right time, the online business boosts up. And it increases the customer’s level of engagement, which is far better than using a single marketing channel. Not just that, but purchase frequency, customer retention, and feedback improve overtime as well.

 

4.  Next-GEN SEO is the real deal

The SEO world has changed a lot due to Google’s BERT (Bidirectional Encoder Representations from Transformers) update. This update is advanced software to learn deeply about what the searcher wants to know. It relates to the natural processing of language and how one can make the most out of SEO.

Take your business as an example, which might have a poorly written website. Such a site will decrease traffic flow, and a quick fix will not solve the problem. Here is when the BERT will step in, helping you think from your audience’s perspective and work around the pitfalls. SEO marketing is not only about algorithms but about the web traffic you can achieve. This update will increase the value of your business in 2020, with more advanced Search Engine Optimization.

Conclusion:

It is up to you to practice the types of digital marketing mentioned above or stay behind your competitors. 2020 is not going to wait for you, so do yourself a favor and get your business involved in digital marketing and achieve a competitive advantage. This way, you will also dominate the business sector besides these marketing tactics. So do not stand still and do some homework for your business. Ask yourself which of these types you will be trying first and dive right into it.

The post Which Types of Digital Marketing Will Dominate 2020 appeared first on Blogtrepreneur.

Why Your Remote Business Needs A VPN

With the start of the COVID-19 pandemic, many businesses moved to remote operations – and many experts suggest this is set to be a permanent change. As businesses recognize that they can save substantial overhead by dropping office space, and the many related expenses, those who can continue to operate remotely. In order to do so, however, these businesses will need appropriate remote business tools, including a virtual private network (VPN).

A VPN is a simple tool that allows remote users to securely connect with a central network, for example, your business’s main server. It’s the best way for team members to access key resources, no matter where they’re located. And if your business remains remote in the long-term, that security will be even more important.

Remote Beyond The Home Office

Any time team members are working remotely, a secure internet connection is important. You don’t want to compromise your business’s data in the course of enabling staff to do their job. But while security is an issue when staff works from home, the problem becomes much worse once your team starts being able to move around again. For example, if they’re working from a coffee shop or library with a public Wi-Fi connection, a VPN acts as a secure gateway to key resources. It’s also a powerful tool to have onboard if team members have to travel for work.

What’s The Threat?

Obviously, there are many different types of digital threats that could present a problem when teams work remotely, but a VPN is typically positioned to protect against particular kinds of attacks. In the case of a public Wi-Fi connection, a VPN protects against man-in-the-middle attacks, which attempts to intercept communications. That might not be significant for someone sending a personal email from a coffee shop, but it could represent a serious issue when sensitive client information is in play.

VPNs Don’t Work Alone

As important as they are, you can’t expect a VPN to carry the entire weight of your business’s remote security needs. Beyond mandating VPN use, then, businesses should use an active directory and multifactor authentication. This will secure your business’s perimeter, whereas the VPN is a path through a locked gate. They operate together to secure the system.

Be Prepared

Your business’s VPN is a security tool, but it’s not like a password. If it was, everyone would use them. Rather, many businesses have been slow to adopt a VPN-based security because the connections can be spotty, leading to reduced productivity, and depending on the type and scale, they can also be expensive, and your company should take this into account. Right now, many companies are seeing at least some reduced productivity because of the combination of stress and sudden changes, and depending on team needs, a VPN may not be the ideal first line of defense.

As with any other business decision, VPN adoption should be strategic, and it requires proper education to ensure it’s used properly and consistently. Still, with long-term remote operations set to shape the next phase of work, it may be time to make the transition. The longer you wait, the longer you leave your company’s data open to attack.

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How to monetize your blog?

For all blogtrepreneur, the most powerful digital asset is your blog. It helps you drive more traffic, improves your reputation, and does substantial value addition for the readers. Trust us when we say this if you play your cards well, your blog could be a great source of revenue.

So, how do you make your blog a money maker or something, which can support you financially while simultaneously helping you or your business grow?

There are several businesses and people who have figured out ways to make money via their blogs. Some use blogs to gather more leads to get more customers, while others use it to sell their products or services. Nishant, who has a 5-year old blog, says that he uses it to promote and sell his assignment help services.

So, what are people doing? 

To make money from a blog, people use it as a platform wherein they can put forth their expertise. You can also do the same by sharing your knowledge or experience to grab more and more visitors to your site. Here, we have come up with a few ways that can help you make money from your blog.

 

Gate premium content

Now, gated premium content implies that there’s certain content on the blog, which is available for everyone. However, there’s some content, which will cost the viewers some money. Those who create gated content charge a very nominal fee for accessing their content, something like $3-5 monthly. The idea behind gated content is offering value to the viewers.

However, before creating gated premium content, you should know that there’s a lot of free content available on this topic all over the internet. Hence, if you want people to pay for your content, your content should be:

Hiring a Freelancer for Your Blog

When you start your first blog, you quickly learn that remaining in the eyes of the public requires constant refreshed content that is high quality. Many bloggers begin their journey with the idea that they will do all of the writing themselves. However, most new bloggers are not aware of the time and energy that is spent to maintain a money-making blog.

If this describes you, then it might be time to consider hiring a freelance writer to help you continue to build your successful blog. In this article, we will discuss some of the things you need to know before beginning your journey toward hiring your very first employee- a freelance writer!

What is Ghostwriting?

Hiring a ghostwriter might sound complicated, but it is actually pretty simple. In fact, most freelance writers are very well familiar with the common definition of a ghostwriter. A ghostwriter is someone who is paid for the work they do on your blog with the understanding that you will publish the writing under your own name.

Further, ghostwriters work with the understanding that they are not entitled to any monetary gain that you see as an author as a result of their work. Most ghostwriters will understand that they need to write from your voice and imitate your writing style to the best of their ability. This will help to keep your readership from noticing any major difference in your writing style.

Where to Hire a Ghostwriter?

There are quite a few different methods that you can use to hire your ghostwriter. Each one is unique and many will change the method through which you are invoicing for freelancers. We will go over a few of them, but you should be sure to also read about how to choose your ghostwriter below.

A freelance-based website is the most common method for hiring freelance writers. On these websites, there are freelancers who are easily rated based on the satisfaction of their previous clients. You can also request writing samples before hiring them on most of these types of websites.

You might also post an old-fashioned style job listing online or in your local town. There are plenty of freelance writers who do not choose to do their business on a platform. In some cases, these freelancers can be easier to bargain with because there is no third party receiving a chunk of the money.

What to Look For

Before you begin your search, you should already have your budget for this project in mind. You will want to be sure that you hire someone who has experience, references, and who can provide writing samples that are similar in nature to the work you need done.

Final Thoughts

For the growing blog, hiring a freelance writer can be a great way to build up the current content and maintain a steady stream of information on your feed. If you are struggling to keep up with your life and your blog, then a freelancer can be the solution to your problem.

The post Hiring a Freelancer for Your Blog appeared first on Blogtrepreneur.

11 Marketing Jokes for Marketers Working from Home

Laughing Man at Laptop Image

I’m not here to lie to you: Sheltering in place is getting pretty old. 

I do count my blessings, of course. My family and I are healthy. My wife and I both can work from home; our kids are pretty great; we actually enjoy each others’ company. 

Still. There are only so many loaves of bread you can bake, puzzles you can solve, board games you can play before the ennui sets in. 

If you’re like me, you could use a laugh right now. And I need to exercise my comedy muscles before they atrophy.

And in a world where people are still writing articles called, “Should You Include Humor in Your B2B Content,” we need constant reminders that people like jokes. People like to laugh. Laughter brings you closer to your audience and creates a connection.

Not that any of these jokes will make you laugh, of course — but I’ve heard that a smile and a groan is almost as good for you.

20 More Jokes Only a Marketer Could Love

1:

Q: How many agile marketers does it take to change a lightbulb?
A: Three: A scrum master, a product owner, and a one-man development team. After a weeklong sprint, they deliver a candle, and then iterate from there.

2:

I named my dog “Organic Reach on Facebook.”
I don’t have a dog.

3:

We’re testing an influencer program where you can sponsor the cool kids in a high school to promote your product. We call it “pay per clique.”

4:

Knock, knock!
Who’s there?
Automated personalization!
Automated personalization, who?
%First_Name, we miss you! Hope things are good in %City.

5:

I hired an ex-marketer to remodel my bathroom. But he couldn’t get the shower dimensions right, because he was only interested in vanity measurements.

6:

I just consulted on a popular spice company’s website. My sage advice was that they needed to increase their thyme on page.

7:

Q: Why did the salmon make a great social media marketer?
A: He had years of experience in live streams.

8:

It’s not that I don’t have that many Twitter followers… I’m just practicing social media distancing.

9:

No matter where I am, Google Maps only recommends businesses from a single town in Alabama. I don’t think this is how Mobile-first indexing is supposed to work.

10:

Apparently there’s a new marketing band called SEO Speedwagon. I couldn’t find them on Google, but I heard it from a friend who heard it from a friend who heard it from another…

11:

Working from home is weird. I got so sick of sitting at my desk, I wrote my last blog from my kids’ trampoline. The time-on-page was pretty good, but the bounce rate was really high.

12:

I’m not saying he’s a clueless marketer, but I asked for more evergreen content and he wrote a blog about Christmas trees.

13:

Knock, knock!
Who’s there?
Indies!
Indies, who?
Indies uncertain times, our brand wants you to know that we care…

14:

Did you hear that Instagram is finally being localized for the U.S. market? It’s rebranding as “Insta .035724 Ounces.”

15:

The CEO at my old job was so clueless about social media…
How clueless was he?
He thought you had to be looking off to one side for your profile picture!

16:

How many clickbait content writers does it take to change a lightbulb?
Only five, but number four will shock you!

17:

My kids hate hearing we’re having leftovers for dinner. So now I call it “Repurposed, snackable content.”

How to Build A Dating App like Tinder

Dating apps have transformed our culture, redefining how we bond and socialize with others. For businesses, they offer opportunities, given their niche nature. For every Tinder, there is an app focused on a very different space. Everything from dating based on religion to dating based on wealth is an option when it comes to dating apps.

Has your business identified an opening in the market, and are you interested in building a dating app like Tinder? The good news is that with the new philosophy of MVP app development you can create and launch a dating app in a matter of months with a smaller budget than you might expect.

MVP – a solution for any business

MVP or Minimum Viable Product app development is based on one thing – getting you the bare minimum of what you need to launch your app. Hence, the name. This approach to app development is revolutionizing the process, providing even the smallest shops with the opportunity to create and launch apps. MVP app development begins with a template of core features. From this tech stack, designed to create a viable albeit minimal basis for your project, you can then add on or edit out features to suit your needs. The timeline for delivering a project like this can be incredibly swift, and the costs can be as low as a few thousand dollars.

Tech stack for your app

With a dating app, you want a core tech stack that delivers the basics. The team over at Builder.ai, who have made significant inroads into optimizing the MVP experience, cite the following features as the core and essential tech stack for a dating app:

  •   Analytics
  •   Block Users
  •   Chat
  •   Comments
  •   Favorites
  •   Filter Items
  •   Invite Friends
  •   Location
  •   Notifications
  •   Photo Library
  •   Privacy Settings
  •   Profile/Bio
  •   Push Notifications
  •   Reviews
  •   Search
  •   Settings
  •   Share
  •   Sorting
  •   Splash Screen
  •   User Groups
  •   User Status
  •   Videos

You can edit this list as needed thanks to Builder’s user-friendly interface. They even offer the opportunity to customize features if you do not see something that you need. You can submit samples of other apps that have the feature you want, and then Builder’s team of developers can add it in.  

Building solutions

Building your dating app in Builder Studio is a straightforward process. You begin by selecting your template from the app marketplace. In our example, it would of course be Tinder. You can then review the tech stack and edit as needed. Features are categorized so you can find what you need easily. You can also adjust the scale of your project by budget or timeline to better suit your business.

The huge advantage with an MVP launch of a dating app (beyond cost and speed) is the fact that you can test your marketplace to find the right market fit. As you can see in our tech stack above, analytics is at the top of the list. By launching MVP style, you can use your ‘soft’ launch as an opportunity to gather data, analytics, and customer feedback before committing to, or expanding your offering.

Builder Studio makes this easy. For one, they maintain your tech stack on an ongoing basis, running constant updates, and staying on top of bug fixes. When changes need to happen, they can happen and they can happen quickly and efficiently. The Studio development process itself, too, is designed for adjustments in real-time. You can edit your project as it proceeds, and you can even save money at the end of your project if it delivers ahead of schedule. Selecting features is a simple matter of point and click. You can also edit your development process to include a Prototype stage and Roadmap stage, or else go fast and minimal with Development and Full Build.

Developing a dating app modeled off of Tinder is a complete reality thanks to companies such as Builder. Have you had your own experiences with MVP apps or dating apps? Let us know in the comments below.

The post How to Build A Dating App like Tinder appeared first on Blogtrepreneur.

Remote Work Tips From 13+ Years As A Distance Marketer

Hand marking days on a chalkboard image.Remote Communication Opportunities For B2B Marketers.”

Many have been working remotely much longer than me, and each one will have their own stories of remote work successes and snafus.

According to my “days-since” calculator, my 4,777 days of remote work has been comprised of:

  • 412,732,800 seconds
  • 6,878,880 minutes
  • 114,648 hours
  • 4777 days
  • 682 weeks and 3 days
  • 13.08 years

That’s a lot of remote work time, yet for me I wouldn’t want it any other way, as I’ve found that the many advantages of working remotely outnumber those of traditional business office work settings.

Remote Work Has Changed Forever

How cataclysmic have the changes brought about by the pandemic collectively affected perceptions surrounding remote work, and what lasting changes will forever alter how — and especially where — we work?

Survey data has begun to show that people are increasingly seeing remote work as being at least as efficient and in some cases even more effective than traditional pre-pandemic office-based work.

65 percent of B2B decision makers now view their new work model as being as effective or more effective than pre-pandemic models, an increase of 5 percent over just one month, as shown in the following chart from McKinsey.

B2B Remote Sales Model Chart McKinsey

Even with dismal unemployment rates, new remote work job opportunities have begun to expand, as Entrepreneur recently explored in “These 50 Companies Are Growing and Hiring Remotely Right Now.”

Let’s take a look at five helpful practices I’ve learned during my 13-plus year stint of remote work, including a third option that sits squarely between traditional work-spaces and the work-from-home model.

1 — Create Your Own Separate & Pleasant Physical Workspace

It’s helpful to create your own separate physical workspace that’s both pleasant and conductive to productive remote work. Whether it’s a dedicated room in your home where you’ll be doing the bulk of your work, a makeshift office set up in a garage or attic space, or a co-working space in another location, having a physical place — no matter how small — that you can leave at the end of the workday is a helpful way to separate your personal and professional life.

When it comes to where you physically work, another option to consider is leasing your own private office space. This can be an ideal way to work remotely while also keeping home life separated from business, although depending on your location office space can be expensive.

I’m lucky enough to live in a city with inexpensive office space where I’ve kept a private office for over 13 years, and I highly recommend this approach when possible. It combines most of the advantages of traditional offices in a corporate environment with the benefits of working remotely.

2 — Implement and Stick To a Firm Schedule

I’ve always found it helpful to build a regular schedule into each remote workday, starting and ending at predetermined times as much as possible.

At the other end of the remote work spectrum are situations where you can take advantage of the flexibility of certain remote schedules, and work as needed throughout each 24-hour period. This will depend on your particular company, duties, and the value you place on either regular work hours or the freedom of work-time flexibility.

Whichever method you choose, during that first year of remote work it’s helpful to devise your own personalized schedule that pulls in some of the best elements from your previous office location in order to bring a sense of familiarity and organization to your new working environment.

3 — Gain Energy By Embracing Remote Work’s Advantages

Although they may be difficult to find early on while you’re adjusting to remote work, it can be helpful to take the time to learn and savor the advantages of working remotely, especially for those working from a home office.

Particularly if your remote work situation isn’t a permanent one, it’s beneficial to take the time to appreciate the little things that working remotely provides — whether it’s sharing a lunch with your partner or children, taking a break-time walk in a new nearby area, or simply enjoying some extra time you’ve saved by not having to contend with a lengthy work commute.

Once stay-at-home safety measures are a thing of the past, another advantage of remote work to explore will be the ability to work from a variety of locations, which can help keep your B2B marketing work fresh and provide extra energy as you bring your laptop office to different spots in your city — an eventually as the pandemic subsides — state, country, and internationally.

Remote work situations will likely become permanent for many in the months and years ago, while a variety of hybrid scenarios may also proliferate, such as splitting the work-week between remote and time at the company office.

3 — Creatively Insulate Yourself From Distraction

Just as in a traditional office environment, it’s smart to minimize distractions as much as possible, so that you can use remote work to find a newfound focus on your projects.

If working from home, be sure the people in your home know your working schedule, and encourage them to connect with you only during set times such as over lunch or breaks.

Some remote workers like to get outside when possible, especially if distractions threaten to interfere with important meetings or projects. Other remote workers chose to wear noise-cancelling headphones or to listen to music while working if noisy distractions are otherwise unavoidable.

4 — Utilize Powerful Remote Collaboration Software

During the Internet’s amazing 50-year history we’ve never had such powerful remote collaboration software available as we do now, and during the pandemic more people than ever have learned to use tools such as Zoom and Slack.

Marketers typically use a vast number of tools daily, and thankfully nearly all can be used successfully in remote work settings, as our senior operations strategist Anne Leuman recently explored in “5 Examples of Effective B2B Content Marketing in Times of Crisis,” also showing how marketers are adjusting messaging during the pandemic.

Offering a complete remote work operating system, our client monday.com has been sharing the fascinating stories of how its team has been finding success during the pandemic in a series of team member portraits called #MyRemoteLife, and publishing helpful information such as “19 WFH Stats That Might Surprise You.”

Whatever tools you work with, in a remote work setting it’s just as important as in a traditional office environment to make sure that all your hardware and software are fully set up and ready for marketing action.

5 — Implement Remote-Friendly Tech Gadgets

As with a traditional business office, remote workers should set up the technology hardware necessary for doing your best work, whether it’s a second, third, or fourth monitor, or a WiFi signal extender.

The size and number of monitors you work with is a personal preference, and may be limited by your laptop or desktop’s graphic cards.

For me, I found the jump in productivity of going from two monitors to three was much more noticeable than the move long ago from one to two.

I first worked with a multiple-monitor setup all the way back in the 1980s, when I used three monitors in a multiple Commodore Amiga computer system.

Lane Ellis Triple Commdore Amiga Monitors

Technology and marketing have both changed significantly during the intervening years, yet thankfully much also still remains the same, such as the importance of trust in marketing and the power of telling a good story.

Get Closer To Your Projects Than Ever Through Remote Work

A properly set up remote work environment can provide a positive and distraction-free place to focus intensely on your projects, and research continues to emerge showing that this is a very real advantage of working outside of a traditional office environment.

Every successful remote worker has their own favorite productivity and well-being tips, and our team at TopRank Marketing has penned the following recent remote work articles offering additional insight:

There’s never been a better time to tackle remote work, and the challenges and opportunities created by a workforce that will likely continue to make this switch in numbers the world has never seen, will combine to make this an era unlike any other.

As B2B marketers, even if we continue to work from the traditional office building, we’ll be working with a new era of clients, associates, and business partners featuring more remote workers than ever — a grand experiment with outcomes and possibly unforeseen consequences.

Looking for help with your B2B marketing? Contact us today and find out why clients such as LinkedIn, Adobe, Dell, 3M, Slack, and Oracle have chosen TopRank Marketing, and connect with us on LinkedIn, Twitter, Facebook, Instagram and our YouTube channel.

Marketers Need to Know about Optimizing Content with Video Analytics

Video analytics concept image.
Between stay-at-home orders and the manic Minnesota weather, I’ve found myself at home for the last four weeks looking for something, really anything, to occupy time. One can only take so many walks in a day. Naturally, I turn to YouTube, Netflix, Hulu, Amazon Prime, Disney+ and all of the other video streaming sites for entertainment.

As a marketer, this makes me wonder what those streaming sites are seeing in their analytics. Obviously, views must be up by an unbelievable amount. But, what about engagement? How many people are completing the videos they start? Are they watching more? Unless it’s Tiger King, the answer is unknown (it’s impossible to look away from Tiger King). But those streaming sites aren’t the only ones that might have some fascinating new data to look at.

Social sites and YouTube provide a host of different metrics and analytics options. While each data point serves a purpose, there are a few key performance indicators (KPIs) that are more important to track to better understand your audience and improve content performance.

Video Analytics and Content Benchmarks

A recent study from video streaming site Vidyard established some useful benchmarks for video content:

  • 52% of viewers watch a video all the way through
  • 68% will watch the entire video if it’s less than 60 seconds
  • 25% will finish a video if it’s more than 20 minutes

The same study found that the most common business-created videos are webinars, demos and social media videos, and are most likely to be published on websites, social media and YouTube.

Calm also has a coefficient

Panic loves company.

And yet calm is our practical, efficient, rational alternative.

If you’re on a crowded plane and one person is freaking out about turbulence, the panic will eventually peter out. If, on the other hand, six people are freaking out, it’s entirely possible that it will spread and overtake the rest of the plane. Panic needs multiple nodes to spread.

The same is true with a cabin of 10-year-olds at summer camp. One homesick kid usually comes around and ends up enjoying the summer, because being surrounded by others who are okay makes us okay. But three or four homesick kids can change the entire dynamic.

While calm is a damping agent, it’s not nearly as effective at spreading itself as panic is.

The library is usually a quiet place because the dominant cultural narrative in the library is to be quiet. Because it’s dominant, the coefficient of its spread is sufficient to keep it that way. We have to expend effort to create environments of calm, because calm has a coefficient that can’t compete with panic when it comes to spreading.

And Twitter? Twitter has been engineered to maximize panic. Calm is penalized, panic is amplified. And if you are hanging out in real life with people who spend a lot of time on social media and news sites, you’ve invited all of those people into your circle as well.

We can find lots of reasons why fifty years of watching just three dominant TV networks wasn’t ideal. But the combination of oligopoly and the FCC meant that none of them spread panic. They weren’t built for it. When cable “news” showed up, they discovered that panic was a great way to make a profit. Not to make things better, simply to spread anger and fear.

If panic is helpful, of course you should bring it on. But it rarely is.

Instead:

Curate your incoming.

Stay off Twitter.

Do the work instead. Whatever needs doing most is better than panic.

Being up-to-date on the news is a trap and a scam. Five minutes a day is all you need.

More on this from Margo.

Should COVID-19 Stop You From Marketing?

COVID-19 B2B Marketing

You’ve read the news, seen the reports, remarkable real-time graphs and updates from the CDC. Virtually all industry conferences are cancelled or postponed, major sporting events are postponed, most schools and many stores are closed and just about any venue for large crowds from malls to theatres are as empty as the toilet paper aisle at Target.

COVID-19 is serious business and is undoubtedly having an impact on business. Should it stop companies from marketing to other businesses?

We all have an obligation to make the changes necessary to minimize COVID-19 transmission through closures, postponements and having employees work from home like we just implemented at TopRank Marketing this week along with many other companies.

While there will be a period of adjustment, these changes do not mean the work stops. It doesn’t mean companies don’t need information, solutions, support, products and services. The evolving environment we find ourselves in presents new challenges and opportunities to be even more relevant and useful for clients.

While some companies may be distracted or paused in some of their efforts to find solutions, that only means marketing needs to do a better job of providing best answer content in formats that are relevant in the new environment: virtual events, video conferencing, podcasts, webinars, interactive content, recorded video, live streaming and other forms of online engagement. Virtual reality or direct mail are considerations as well.

During this time of transition, it’s also important that marketers review their planned advertising, social and marketing messages to be appropriate to what customers are dealing with right now. Publishing marketing messages as if everything is normal will not resonate or be useful.

Additionally, opportunities may reveal themselves either through data or consumer behavior, like the efforts to encourage gift card purchases from local businesses that will lose foot traffic. A few additional tips for B2B marketers include:

  • Stay in close contact with your customers. Learn what you can do to better support them, anticipate changes and offer resources.
  • Make sure your brand digital channels are up to date including website, blog, social network profiles, and Google My Business listings.
  • Commit to video – convert marketing message activities to video and if you have live video access on LinkedIn for execs or your brand – start using it now.
  • Optimize your digital channels: Refresh SEO, social, online advertising and influencer efforts. Identify what is working and reallocate resources and budget as appropriate.
  • Reinforce efforts and communications to support community, employees and customers affected through supply of resources, technology or expertise.

Marketers focused on being the best answer for their customers are agile and understand the importance of being responsive to changes, even as large as the Coronavirus pandemic. Being responsible to the health and safety of employees, customers and community should be the top priority while also understanding that the need for information and solutions might slow or change but not stop. We still need to do our jobs and provide useful information, we just need to do it differently.

 

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