At least 33% of B2B brands are on Instagram, which is quite encouraging. The majority use the platform to generate product and brand engagement. Instagram is multiple times better at engagement than other social media platforms.
Instagram also offers a higher interaction rate among B2Bs, with 22.53 interactions recorded per 1,000. This too is way higher than you can hope for on Facebook, Twitter, LinkedIn, or any other social media platform.
How to Use Instagram for B2B Marketing
If you’re looking to gain a footing or cement your industry authority on the platform, Visme has created a powerful post (+ infographic) that can use.
The post answers pertinent questions such as “Why Instagram” and “How to create engaging IG stories.” It also covers podcast creation and ways to use Shoppable Instagram.
Many marketers, for instance, often wonder whether professional photography is necessary for IG visuals. Why not just take the photos on your own, with your phone camera? The answer is simple – professional photography makes you look professional. As a B2B brand, looking the part is invaluable. Your image can win you the business or cost you the client forever. Professional photography removes any doubt about your brand.
Check out the rest of the Visme guide to learn how to stand out with professional visuals, how to brand your content, and more.
For marketers, staying on top of trends is crucial to profitability and ultimately, the survival of the business. You must continuously keep an eye out for changes in your industry and adapt quickly. Otherwise, you risk losing ground and possibly even your competitive edge. So, perhaps you’re wondering what’s new in 2020. What are the digital marketing statistics, trending technologies, marketing methods, and strategies?
Infographic Website has rounded up several of these trends in their recent Digital Marketing Statistics 2020 post. Although the post doesn’t cover the latest technologies, it touches on vital areas of digital marketing such as the effectiveness of content marketing which is a common thorn in the flesh. Visual, mobile, and social media marketing trends are also captured.
One of the things you quickly realize is that consumers still trust organic results more than they do paid results (ads). Of those surveyed, up to 80% said that they only click on organic results. More interestingly, 72% of the people who search for products or services online will visit a local store within 24 hours.
It’s perhaps the biggest proof that digital marketing can indeed benefit your business. If you can optimize your site for local searches, you’re guaranteed massive traffic and a considerable jump in sales. Check out the rest of the findings to learn how else the landscape has changed.
Content is invaluable to any B2B marketing campaign. It’s one of the must-haves. Without it, you go nowhere.
Unfortunately, content marketing has also become extremely challenging recently. For one, the internet is saturated. Every day, millions of videos and blog posts are uploaded to various online platforms. Many of these content pieces now go without views because of the saturation.
Worse still, the content landscape is always changing. Keyword stuffing that worked like a charm a few years ago, for example, is now a death knell for SEO.
Marketers must adapt to these new realities to remain competitive.
Fortunately, Business2Community consistently tracks and updates marketers on any new trends in the industry. They’ve just released an update on 2020 trends.
2020 Content Marketing Trends for Maximum ROI
According to the new report, the first thing marketers need to know is that there’s no room for generalization.
While B2C marketers can afford to cast the net wide, B2Bs need to narrow their marketing. For example, B2B marketers can longer use certain types of content because everyone else is doing so. It won’t work in 2020. Instead, you must focus on delivering messaging and experiences based on your target audience’s needs.
Check out the rest of these content marketing trends to learn what else you need to focus on in 2020. It’s presented in form an easy-to-scan infographic.
Different generations use technology in different ways. It’s important that you know the age demographic of your target audience to get them to interact successfully with your brand. Here’s how generations interact with your content.
Gen Z & Millennials
Currently, Gen Zers and millennials are the majority of internet users worldwide. They make an average of 344 online transactions per year, but they spend at least 18 minutes reading reviews first. Trust is important to them — so much that it takes 181 reviews to gain it. But that can be sped up by a trusted influencer’s endorsement.
Gen X, on the other hand, spends 13 minutes reading reviews and make an average of 306 online transactions, both lower than the younger generations’ numbers. But they make bigger purchases — $60.36 on average per transaction, as opposed to $56.61 for Gen Zers and millennials. They also don’t get easily swayed by influencers, as more than half of them don’t follow such personalities.
Nevertheless, it’s the boomers who are the biggest spenders, averaging $61.69 per online transaction. It takes only 10 minutes for them to read reviews, and only 42 reviews to gain their trust. But only 59% of boomers have made an online transaction, so getting them to interact online can be a challenge. Almost half of them still prefer to buy at physical stores.
Learn more about these different generations’ behavior as consumers from Website Builder Expert’s infographic.
Measuring the effectiveness of a content marketing campaign is, without doubt, one of the digital marketer’s biggest challenges. A lot of marketers, for instance, are skeptical about blogging because it’s almost impossible to measure the return on investment.
How would you know if the blog you posted last month is getting you the desired store traffic, for example? It’s not easy. Visits to the blog might give you a rough idea of what’s going on. So can the number of shares. But, these metrics are rarely sufficient when attempting to determine the effectiveness of your efforts.
The Solution? Align KPIs with Campaign Goals
A viable solution to this conundrum is to identify and track the Key Performance Indicators (KPIs) of each campaign goal.
These KPIs would be picked based on the type of campaign (is it a social media campaign, blogging, YouTube, etc.) and the specific goals you’ve set for that campaign.
Let’s say, for example, that you’ve set up a blog for your e-store. If the first goal of the blog is to generate leads, your KPIs would include Click-Through-Rate and Cost-Per-Lead. Meanwhile, where the goal is to increase brand awareness, the KPIs would include;
- Article views
- Followers and subscribers
- Shares, including social media shares
Business2Community has developed an elaborate infographic capturing all these strategies and tips. Spare a moment to check it out.