6 EASY STEPS TO B2B VIDEO MARKETING CAMPAIGN

Marketing Land | March 11, 2019

In recent years, business-to-consumer marketers have been rightly obsessed with millennials because they are increasingly becoming household decision-makers. At the same time, they are becoming decision-makers for corporations and small businesses as well. In fact, 73 percent of millennials who work in business are involved in the technology-purchasing process for their companies. It’s time for B2B players to wake up to that reality and start appealing to this generation in a new way. Millennials, who are between 22 and 37 years old, have different mindsets and different media consumption patterns than Generation X or Baby Boomers. What’s particularly important to know: 84 percent of millennials simply don’t trust traditional advertising. Digital media – particularly social media and video – is a great way to reach them. With that in mind, here are three ways B2B brands can gain new customers from millennial decision-makers. Lean into video and values: These young adults are visually minded, and most of them have grown up with mobile video as part of their daily lives. In fact, 29 percent of millennial B2B buyers prefer video content over text or voice-based messaging, besting case studies (19 percent), white papers (16 percent), brochures (15 percent), webinars (11 percent) and infographics (11 percent). Like with B2C efforts, it’s important to make your videos rich, informative and shareable. IBM offers inspiration with a goodwill-minded effort that ran through last year. Dubbed “IBM Helps Protect Endangered African Rhinos with IoT Technology,” the brand launched the video on World Rhino Day and utilized the hashtag #WorldRhinoDay across social platforms. The four-minute film was shared thousands of times online while getting media pickup from major publications like The Atlantic and Quartz.

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Search Engine Land | March 13, 2019

Advanced digital marketing requires us to go beyond what everyone else is doing and approach from new angles. One of the ways to stand out in your SEM analysis and performance is through advanced techniques like regression analysis. Regression is actually a form of basic machine learning (ML) and a relatively simple mathematical application. This type of analysis can help you make better predictions from your data, beyond educated guessing. Regression might sound scary, but it’s not that advanced in the world of mathematics. For anyone who’s passed year 10 maths, you have probably already worked with regression formula previously. We’re going to look at using regression in your Google Ads to predict the conversion volume you can achieve by adjusting campaign spends. Building the model and applying it is far easier than you would think! What is regression? A regression model is an algorithm that tries to fit itself to the presented data best. In essence, it is a line of best fit. It can be linear, as a straight line through the data, or non-linear, like an exponential curve, which curves upwards. By fitting a curve to the data, you can then make predictions to explain the relationship between one dependent variable and one or more independent variables. The plot below shows a simple linear regression between an independent variable “cost” (daily spend on Google Ads) on the x-axis and a dependent variable “conversions” (daily conversion volume on google ads) on the y-axis. We have fit a linear regression line (blue). We can now say that at $3k on the axis, that point on the regression line would match up to 35 conversions. So, based on the regression model fitted to the data, if we spend $3k, we are predicted to receive 35 conversions.

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Marketing Land | March 13, 2019

Facebook is testing new ways for Pages to archive and share Stories. Marketing Land first became aware of the new features after social media consultant Matt Navarra Tweeted an image of them on Tuesday. “We’re always looking to bring more Stories features to Pages on Facebook, like Stories Archive and the ability for people to share a Page’s story. We will continue to learn and iterate as we test more features like these,” said a Facebook spokesperson in an email to Marketing Land. Why you should care: The new feature allowing Page Stories to be shared by other users could potentially expand the organic reach of a brand’s content beyond its followers. “As advertisers, News Feed posts and ads have had sharing abilities for years. Now, with Stories in the mix, having this popular new placement will be beneficial to us as our audiences will easily be able to share our content, thus, amplifying reach, visibility, and brand trust,” said Akvile DeFazio, president of the social media advertising agency AKvertise, “When people deem content share-worthy, it eases some of the heavy lifting we do as advertisers.” With the Stories archive feature, brands will be able access to their Stories after the 24-hour display period ends, an extra bonus that comes with many benefits.

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