As summer officially approaches we take a look at what’s hot this week in digital marketing and what’s especially relevant to B2B. Google will make ranking changes to its mobile versions of Google Search, so Dan Pacifico advises we keep investing in mobile-ready websites and mobile SEO. Andy DeBrunner gives us the line on Line, the world’s fastest-growing social network – one that seems poised for a major presence in Asia with implications for B2B. Relevant content presented quickly and easily tops the list of essentials of a great web site, says Jenn Vitello, who offers more insights in her content blog. Speaking of essentials, Andy Hunt adds perspective for all who are implementing marketing automation systems or actively using them now: don’t be afraid to make hard choices between what’s really necessary and what’s just an option. Read on. And find us again right here next week.
Chuck Manners, CEO
More than ever, mobile devices are being used to access information online. With this significant growth, Google has recently announced that it will make ranking changes to its mobile versions of Google Search. What does this means for B2B? By not investing in mobile-ready websites or mobile SEO, you run the risk of not being included with mobile search results.
Dan Pacifico, Search Marketing Analyst
Global marketing is, well, complicated. Everything in marketing depends on a user’s location and culture so it’s important to know where they are spending their time and what they are doing. Japan is making it a little easier to guess where they might be online by exploding their own social network, Line, which has already reached over 50 million users since launching in 2011. Twitter, conversely, has about 20 million users in Japan. While Line is definitely focused on consumer industries at this time, there are a couple takeaways for us B2B folks. First is that we can’t forget that global companies focusing on Facebook and Twitter alone may be missing some larger opportunities. Don’t forget to take a close look at your key markets to be sure you’re not saying all the right things in all the wrong places. Second is that Line has an advertising model that I haven’t seen in any social media company before. If you are a marketer, you have to pay to broadcast your message. There is no free version for companies. And participation isn’t for the faint of heart (or wallet). A four-week campaign that delivers 5 paid messages will cost approximately $81,000 (USD) and if you stop paying, your account, including all of your followers and content, is deleted. So jumping into Line requires careful consideration before taking the plunge.
Andy DeBrunner, Social Media Manager
As a content strategist, if you ask me what the key is to a great B2B website, of course I’m going to say it’s content—first and foremost. And the top five best practices presented in this article ultimately validate my stance. Your audience – be they prospects or customers – comes to your site looking for information. So be sure to give it to them quickly and easily. Training manuals, equipment specs, contact information. Check your analytics to see what users are clicking on and adjust your approach accordingly. If you’ve got a blog or social media feeds, be sure to keep them current. And always include a call-to-action on every single page.
Jenn Vitello, Content Manager
Digital Trend Watch: Marketing Automation – Know Your Limits
To paraphrase a bit by Patton Oswalt [warning: NSFW language], “We’re [marketing automation]… we’re all about coulda, not shoulda”. After working on the planning of a couple of marketing automation campaigns, that phrase has been ringing in my head now. You can setup just about anything with a robust enough marketing automation system and the temptation to setup just about anything is overwhelming. Especially if you’re not used to this kind of power. Setting up events and triggers on conditions of nearly endless variety is pretty easy. The hard part with MA is knowing when enough is enough. That line is probably going to be somewhere around where the limits of your content creation engine lie. Don’t discount the amount of work it will take to build out the content that’s going to go into your plan. Don’t be afraid to make some hard choices about what is absolutely necessary and what is just a really interesting option.
Andy Hunt, Director of Marketing Technology