Weekend Favs December 30

Weekend Favs December 30 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but I encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one I took on the road.

• Synthesia – Synthesia is an AI video generation platform, that enables users to easily convert text into engaging videos in minutes, featuring natural-sounding AI voices available in over 120 languages. With a diverse library of more than 140 AI avatars, Synthesia adds a dynamic and personalized touch to video content. The platform is designed for simplicity, offering editing tools as straightforward as using a slide-deck, requiring no prior video editing experience.
• D-ID – D-ID introduces a groundbreaking innovation as the first app to facilitate face-to-face conversations with ChatGPT. This free web app revolutionizes the way we interact with AI by offering a unique video chat experience. D-ID allows users to engage in more natural, dynamic conversations with an AI, as if speaking with another person.
• Vimeo – Vimeo offers a comprehensive solution for video marketing, providing tools that cover every aspect of the process – from creation and editing to collaboration and analytics. It’s the ideal platform for businesses and creatives seeking to elevate their video marketing strategies. With Vimeo, users can craft high-quality videos, collaborate effortlessly with teams, and gain valuable insights through detailed analytics. This all-in-one platform streamlines the video marketing workflow, making it more efficient and impactful. Whether you’re a seasoned marketer or just starting out, Vimeo positions itself as the go-to destination for taking your video marketing to the next level.

These are my weekend favs; I would love to hear about some of yours – Tweet me @ducttape

If you want to check out more Weekend Favs you can find them here.

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7 Steps to Developing an SEO Process in B2B Marketing

When developing content optimized for search, the basic advice to write helpful content is a good place to start. But holistic SEO involves much more than simply writing. Any B2B marketer looking to rank for competitive keywords should invest the necessary time in developing an SEO process that starts well before any words are written and extends far beyond the moment of publication.

In fact, there are seven steps involved in developing an SEO process that will help your content rank consistently. Let’s explore each of those steps and how they each contribute to effective search optimization.

7 Steps of the B2B SEO Process

#1: SEO research

Developing your SEO process starts with research. But it doesn’t start with keyword research — it starts by looking inward, with an SEO audit. After all, before you can plot a course of action for your SEO process, you have to understand the current state of affairs.

Once the SEO audit is complete, it’s time to assess the overall competitive landscape. You can do this with a search engine results page (SERP) analysis, a competitive analysis, and a gap analysis — looking at the best ranking content, what your competitors are up to, where your own website stands and what needs to be improved.

The findings from these research initiatives can then be used to inform your keyword research. Tools like SEMRush, Answer The Public, or Google’s Keyword Planner will help you understand the best keywords to target. To get the most value from your target keywords, you should also perform a search intent analysis to ensure you are providing content that is relevant to users searching those terms.

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“To get the most value from your target keywords, you should also perform a search intent analysis to ensure you are providing content that is relevant to users searching those terms.” — Art Allen @punsultant
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#2: Create an SEO strategy

Your SEO strategy plan should be detailed, action-oriented, and made up of every element that impacts how your website ranks: content creation, technical optimization, and link-building. This document will clearly outline your SEO objectives, whether it’s improving organic traffic, increasing lead generation, or boosting online visibility. These goals should be measurable and aligned with your business objectives.

With your goals set and your keyword research and search intent analysis in hand, you can start to document your SEO plan. This document will serve as a roadmap, guiding you and your team through each step of your SEO strategy. To ensure you can achieve your goals, create clear priorities for each task and set realistic timelines for implementation.

#3: Address technical SEO

Getting the technical aspects of your website in good working order will be the first phase of implementing your SEO strategy. Technical SEO focuses on the behind-the-scenes aspects of your website that impact its performance.

The first step in addressing technical SEO issues is to conduct a technical audit. This will help you identify and resolve issues related to site speed, mobile-friendliness, crawlability, and overall user experience.

Ensuring search engines can find, understand, and contextualize your content is the first step in getting your content indexed. If the bots they use to crawl your site can’t do so efficiently due to technical issues, you will send signals to the search engines that your website is of low quality. This will negatively impact how your content ranks.

Learn more: Here’s Why You Should Conduct an SEO Audit, and What You Can Learn From It

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“Ensuring search engines can find, understand, and contextualize your content is the first step in getting your content indexed.” — Art Allen @punsultant
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#4: Create SEO-friendly content

The next step in implementing your SEO strategy is to create content based on your research. While it may be tempting to write what you think the search engines want, the best approach is to start by writing helpful content that thoroughly discusses the topic at hand and provides useful information to the reader.

That said, there are ways to structure your content that make it especially easy to read, which can also help search engines understand what the page is about. Make sure the following elements of any page feature related keywords whenever possible:

• Page URL
• Page title
• Section headers
• The first paragraph
• Link anchor text

The idea here is not to stuff your content full of keywords. Instead, write naturally and include keywords only where they make sense. And remember: ranking content is helpful content.

Learn more: SEO Terms: A Glossary of Common Search Marketing Phrases

#5: Link building and cross-linking

The final component of implementing your SEO strategy is to give some strategic thought to the links that go to and from your content. Links between pages are the most basic way search engines discover and make associations between content on the internet.

The easiest way to get links pointed to your content is to create them yourself. Internally linking relevant content within your website won’t increase your rank on the SERP, but it is still a necessary practice for helping visitors to your website find additional relevant content. It also reinforces the context of what is most important about each page’s content in the eyes of search engine crawlers, which can help inform which keywords the content may rank for.

The types of links that do impact your position on the SERP are called backlinks. These are links to your content from other websites. High quality backlinks are a strong signal to search engines that your content is authoritative and valuable, so the more you have, the more likely you are to rank well for your target keywords.

You don’t have to sit around waiting for high quality websites to discover and link your content. Conducting backlink outreach is a proactive and highly effective way to get links to your content from relevant websites in your niche or industry.

#6: SEO reporting

A well-executed SEO strategy is monitored and refined through regular reporting.

Measuring and reporting on your SEO process is the only way to understand its impact and maximize its potential. While measuring SEO may not be as simple as tracking the performance of a pay-per-click campaign, it is nevertheless possible — and important — to report on your SEO progress.

There are two main key performance indicators (KPI)s to watch when reporting on SEO:

Keyword rankings, which drive visibility and organic traffic. SEO research tools like Semrush and Moz can help you identify all the keywords your content is ranking for, ranking position, and change in rankings over time.

Organic traffic, which represents visitors arriving at your site from unpaid search. You should also keep an eye on metrics like pages per organic visit, conversions per organic visit, and the value of each organic conversion.

Using a combination of keyword rankings and organic traffic data, you can identify which content is working and which isn’t.

Learn more: How to Measure the Value of SEO 

#7: Refresh and repurpose

Once your content has been published for a while, you may discover that the keyword ranking and organic traffic performance may start to fall off. That’s a normal part of the lifecycle of content on the internet. To address this, you should refresh your content regularly — once a year or so.

Refreshing content can be as straightforward as updating statistics or adding a new section with the latest developments in the industry. For older content, a refresh may involve rewriting most or even all of the content on the page to ensure it aligns with the current understanding of the topic.

The age of a URL is one of the myriad signals search engines use to determine SERP ranking. Because of this, and because search engines will often penalize duplicate content, refreshing your content can be a much more effective way to rank than writing a whole new blog post.

Learn more about developing your own SEO process by exploring our:

B2B Search Engine Optimization Resource Hub

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Decoding the Top 5 Marketing Trends of 2024

Decoding the Top 5 Marketing Trends of 2024 written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I’m going to talk about the top 5 marketing trends for 2024. We’re cutting through the noise to focus on practical strategies that are actually making a difference. This isn’t about chasing the next shiny object; it’s about understanding the shifts that matter to small and mid-sized businesses. We’ll dive into how these trends can help you connect more effectively with your audience and make a real impact in your marketing efforts and your business.

Key Takeaways:

Join me as we navigate what 2024 has in store, focusing on the implications of AI, video, and the future of consumer privacy just to name a few.

In this episode, you’ll learn:

• Artificial Intelligence (AI) has transitioned from being a trend to an integral part of daily operations.
• The search engine paradigm shift
• How integration of AI tools with video content creation is expected to enhance efficiency
• How the decreasing availability of third-party data and the growing importance of building trust to acquire first-party data
• How businesses need to go beyond automated solutions and provide personalized interactions to stand out in the competitive landscape.

These learning points offer insights into the evolving marketing landscape and provide a foundation for businesses to adapt and thrive in 2024 and beyond.

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• Download now

Like this show? Click on over and give us a review on iTunes, please!

Connect with John Jantsch on LinkedIn

 

Duct Tape Transcript

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John (00:08): Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch and no guest. Today I'm doing another solo show. Some of you may not like these. I get a lot of great feedback when it's just me. It gives me a chance to kind of break down some of my thinking, my opinions, quite frankly. And today is no different. I'm going to talk about trends for 2024. Now, before I get into any of my prognostication, that's a big word to use in the morning. Trends shows trend, post trend predictions are stupid. And the reason I say that is because a lot of times by the time you spot a trend, it's not really a trend anymore. It's happening or you're just taking guesses at stuff that you think should happen. There's so many over the years, there's so many things that people talked about.

(01:11): This is the next trend, and 10 years later we're still talking about it. I'm going to mention a couple things today that we've been talking about for a long time, and that's the thing about trends. I think that really make them difficult to identify with any clarity. I think it's really more a matter of acknowledging something that's coming maybe and saying, well, gosh, how could that impact me? And then going about your business, it reminds me of the 1926 novel by Ernest Hemmingway. The Sun Also Rises. There's a character in there and he asked, I think his name's Bill. Bill says to Mike, so how'd you go bankrupt? And he said, two ways. Gradually and suddenly. And I think that's the thing about trends is there's a lot of things that we've talked about for years. It's kind of the gradual it's coming. And then by the time it gets here, it's like, wow, that was fast.

(02:08): AI is a perfect example. I'm going to talk about ai. Of course, how could I not? But AI is a perfect example. It's actually been coming for probably close to 10 years, certainly just in the very guts of things. I mean, if you've ever used Google Maps to get somewhere that has used AI forever, Siri has used AI since its inception. Obviously it's gotten better, the technology's gotten better, but those things have been baked into things for a long time. And then chat, GPT comes along and all of a sudden it's the masses and sudden as a trend. So that's my table setting. Before I get into it, I'm going to talk about five things that I think will impact the agency world, will impact the marketing world for small to mid-size businesses as well. So the first one, as I already mentioned, is ai.

(03:05): It's certainly moved past trend, it's here. But there were a lot of things that came along that way. Social media, mobile marketing, even search quite frankly, all came along slowly and then suddenly they were here. And I think AI certainly fits into that category. I think it's going to be a little different. We talk about some of those other things like search and pay-per-click when it came along, and social media, we talk about those now as channels. And I think that the realization that we all need to understand on it with ai, we won't be talking about it as some trendy new thing. It's just going to be baked into everything. It's going to be how we go about our day. So for example, a lot of people are using it for content writing, which is absolutely a great use. We teach it. We hold bootcamps to teach people how to use it quickly and efficiently.

(03:59): But I also use it to take a spreadsheet and say, tell me what's in this. To summarize a document and say, give me the high spots to take a video and say, I recorded a video with a client, for example, a testimonial video and I have it. I could go through the transcript of that, but I take the transcript and say, give me three or four great sound bites. And it extracts from the already great content very efficiently. So I think that kind of usage is going to become just commonplace. We won't even think about it. We'll go to chat GBT or some other AI platform every single day to accomplish some of the tasks that we accomplish. We'll write SOPs that will allow people who have maybe no experience in the field that we're asking them to work in, and they'll be able to efficiently use some of these tools like any good research assistant might use in aiding somebody writing a book and aiding somebody who is trying to come up with a draft for some content.

(05:04): It's certainly going to filter in. I mean, right now there are people that play with Dolly and play with the other image creating tools, but that's going to get better and it's going to spill into video. There are platforms today, I'm not saying that they're there or perfect yet, but there are platforms today that you can actually train with some amount of your voice of you actually speaking and you actually on video and they will actually be able to take any transcript or text that script that you feed it and then create very synced up live looking videos. So those advances are going to just keep coming every single day. But I think the real power of many of the AI tools is just the efficiency and the time saving aspects of it will maybe someday get to the point where it can write better than a human being.

(06:04): I don't know that we'll ever get there because again, I always tell people that it can create great content, but it can't create context. It can't understand the context in which somebody might be consuming that content. And I think that's always going to be the element that a strategic marketer can certainly add to anything. Alright, let's move on to number two. Search. I think it's, again, it's one of those that has evolved gradually. I mean whatever Google wanted it to be, it became to a large degree, but it's gotten, I don't know if it's gotten better or not. It's certainly evolved in terms of the results that they show. And from an SEO standpoint, from a marketer's standpoint, certainly evolved in terms of how you get those results. But I think we're actually going to see in 2024 some pretty dramatic changes in really the whole paradigm of search and how search is done and how we get results and what results we're looking for.

(07:09): Things like answer engines are going to and optimizing free answer engines are going to happen. The fight is always going to be with Google because Google wants to show paid ads. I mean, that's where they make their money. They don't make any money in search. They make their money because they're able to show all those ads right along with search in a very contextual way. So are they going to kill the golden goose or is the golden goose going to be taken from them in a lot of ways without them, unless they respond in an entirely new way in which we get results, I think there will be ad free search engine opportunities. I think that there will be ways in which we can just similar to what you do in chat GPT today, that's not far off from the model I think of search, where you just go and put in, I'm going on a trip to blah blah blah and I want to visit these and I have five days and here's who's going to be in my group.

(08:11): And it's going to spit out an itinerary for you as opposed to just giving you what TripAdvisor says of the top 10 spots or to go visit because TripAdvisor is able to dominate the search results. Doesn't mean they're any good, but a lot of people rely on them. And so I think that that ability to create custom very detailed search is similar to what I think people experience in chat GPT today chat. GPT is not perfect. It's not real time. It doesn't have, it's terribly inaccurate. Its citations are bad, its data is bad. It sometimes says, well, here's an answer. I don't know where that came from. But I think the experience that people are having with that type of search query is certainly going to be what we expect. And I think you're going to see some sudden changes. We've had gradual changes and I think we're going to see some sudden changes in search number three, this is another funny one, video live streaming.

(09:20): They've been around now, well 20 years really live streaming maybe 10 years. People have used them in various ways, certainly promotionally. I mean you look at what's going on with the micro video snack video in places like TikTok and every other platform that copies them. And so it's not a matter of saying, oh, video's here, it's finally here now we should be using it. I mean, people have obviously been using it effectively for many, many years. The reason I put it on here as a trend is I believe that it is going to become, become the basis for how content is created. And what I mean by that is it will be video first for almost all content. And the reason I say that is because marrying it with some of the AI tools I think gives you the ability to get some amazing efficiencies out of a 10 minute video where you're explaining something.

(10:23): You can take that transcript and create a 3000 word blog post that is formatted exactly the way the current search engine crawling is looking for. You can take that video and cut it up into 27 TikTok type videos where it'll take out the ums, which I do frequently give you. So I think that while the trend itself of video is hardly a trend, but I believe we're going to see an explosion in the creation of video because it is the content first platform for lots of your video creation. There's no denying the trust factor that comes across in video. There's no denying that people like to consume video. Look at what happens in YouTube every single day. So I think it's been around, but I'm leaning into the trend, the idea of a video first in terms of its content. Alright, another one. See I'm going to say this.

(11:30): This doesn't sound like a broken record. Another one that's been around for quite some time data privacy and complying with data privacy. It's the whole reason we have Google Analytics four curse it all you want, but Google got tired of being fined by countries that had passed strict data privacy rules. Facebook is certainly moving towards it. Do you remember the days when you could have all these selects that really allowed you, I remember seeing in the early days of Facebook targeting somebody that was trying to target his wife because it was her birthday and he wanted her to be the only one in the audience that could actually see the ad that he placed. And he was able to get that granular that he was able to accomplish that. So the days of that granular level of targeting are certainly gone. And so we've been talking about this one for a long time.

(12:28): I mean GDPR, when was that passed five years ago? And you're not really hearing people talking about it. You certainly are hearing people give lip service to it. You're hearing people that are doing some just kind of basic compliance with it with privacy policies and terms of services and things like that that have become kind of standard fair. But I think that the adoption came about punitively, right? It is like if you don't adopt this, you're going to get slapped on the hand or worse. And that's never a really great motivator for most people. What's happening now certainly is that the ability to get third party data is just online, at least is going away. It's kind of funny, but again, I came into this world of marketing before we had online and digital and you still can today offline get some pretty incredible amount of data.

(13:32): You can buy list of people that live in a certain geography, make a certain income and have a certain disease, have been diagnosed with a certain disease that you want to target. That's a terrible example. But that's the kind of stuff you can get offline. So it'll be interesting to see if that level of privacy ever comes to the offline world, but it's certainly here in the digital world. Third party data is just going to get harder and harder to get. So what's the trend part of that? Obviously building enough trust to get first party data and that's the game we've been at forever, right? Enough trust that somebody will give you their email address and other information, maybe their phone number and their mailing address because they want to buy a product from you. That level of data collection and trust building to get that level of data collection I think is going to become the event.

(14:27): It's going to become more and more apparent that people that don't have that are not going to just be able to rely on bombing Facebook ads. Alright, the last one, not a trend at all, except aspects of it are, and this is one of those that has been with us forever. I'm just going to throw it out, it's customer experience, but it's one of those that I think the pandemic here, I'm here, I'm in end of 2023, still blaming the pandemic, but it's one of those that I think really elevated people's expectation when it comes to customer experience and frankly that's employee experience, that that's culture inside of organizations. I think those all go very much hand in hand. And I think we've seen a lot of rebellion almost with organizations that don't really get that. And customer experience means a lot of things. And that's probably the thing that's changed the most is what that actually means to people.

(15:28): It used to be solely that somebody answered the phone and that they were nice and that somebody was able to get a resolution to a problem that they had when somebody became a customer. It was a, if not joyful, it was at least a convenient experience. And I think that today there are a lot of companies that aren't doing that, even matching that level. I mean, try getting an insurance company on the phone. Try getting a rental car agency that you left your prized water bottle in their car. I know that's a very specific example. Try getting them on the phone, right? It's not going to happen. So there's a lot of people that are not doing it. So in a lot of ways what the digital presence has really done and AI bots have really done is they've given people one of two paths.

(16:26): They've given them the ability to wall off any need for human interaction, right? It's like, here, talk to our bot. Go through, fill out this form, go through the phone tree to get to the answer that you want. So it's given people the ability to actually provide no service in a lot of ways, but it's also given people the ability to provide the level of experience that somebody wants. There are certain instances in which, I'll use an example of my eye doctor. When I am up for an annual exam, I can go to their website and I can make an appointment. I will get a notification when that appointment is coming, I'll go to the appointment. And there was no need. It was actually far more efficient for both parties to have that online scheduling. So there was really no need to have somebody answer a phone and say, oh, okay, well we'll get back to you like five times later.

(17:27): We finally get the appointment schedule. So it offers the ability when used correctly to offer a frictionless, very speedy, very convenient experience. And I think those are elements of an elevated customer experience that people want and expect today. Married then with true trust building value at every possible interaction. And I think that that is clear to me that if we're not reaching out to our existing customers and making sure that we are meeting their evolving needs, that we are helping them achieve the goals that they want to achieve, we are helping them with the transformation that they want to achieve. That's our job. Having an AI bot or having an FAQ section on our website, those are nice. Those are things that give people the speed and convenience that they want, but then we need to supplement that I think with what I used to call hugs and handshakes that we can do, even if it's done online, done via Zoom, done via one-to-one video on Loom.

(18:38): Those types of touches people are expecting. And the beauty of elevating your customer experience is that not everybody's doing it. So it is a brilliant way to stand out. Alright, that's it for my wrap up of the 2024 trends. Nothing too trendy in there. It's more a matter of recognizing that trends happen gradually and then suddenly. Alright, take care. I'd love to hear your feedback. If you've got any comments or thoughts on these trends you've got, anything you want to add? I'm just John at Duct Tape Marketing and of course we love those reviews and five stars that you give us in the various places that you listen to your, all right, take care. Hopefully we'll run into you one of these days soon out there on the road.

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Elevate B2B Marketing News Weekly Roundup: Marketing Budgets Climb, Threads EU Rollout, & Brands Going Acoustic on AI

What B2B Software Buyers Look for in Online Reviews
64 percent of B2B buyers have said that they read online reviews during the awareness stage of the purchasing process, with 68 percent reading them while considering purchases, and 54 percent while in the decision-making stage — three of numerous findings of interest to B2B marketers contained in newly-published survey data. MarketingProfs

Gartner: 20% of brands to go ‘acoustic’ amid rising generative AI concerns
By 2027 some 20 percent of brands will leverage the fact that they are not using AI in their business as a key differentiating point, while by 2026 80 percent of top creative roles are expected to have a greater mandate to use AI to achieve results that stand out, with 79 percent of consumers expect to utilize AI-enhanced search during the next year, according to recently-released Gartner research data. Marketing Dive

Is Marketing Becoming More Complex? [Report]
Within two years marketers will work with an average of 7.5 service providers, manage 14.6 channels, and utilize 16.3 marketing technology tools, as 70 percent of marketing and media decision-makers have said that they are under greater organizational pressure to establish and maintain their brand presence, according to new survey data of interest to B2B marketers. MarketingCharts

The Right Way to Build Your Brand
When it comes to brand perception, purchase intent and brand preference, 56 percent of customer promise (CP) campaigns 56 saw improvement — compared to only 38 percent of other campaign types, and the Harvard Business Review recently explored the practice of customer promise marketing with industry leaders from LinkedIn’s B2B Institute, examining brand advertising effectiveness surrounding new customer acquisition and retention. Harvard Business Review

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“Brand promises are about the brand. Customer promises are about the customer. All customer promises are brand promises, but not all brand promises are customer promises.” — Mimi Turner @MimiTurner01 of @LinkedIn
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Dentsu’s 2024 Media Trends Report
91 percent of chief marketing officers have said that they viewed AI as the future and not just a fad, a figure that dropped to 78 percent among consumers, according to newly-released 2024 media trends report data from Dentsu. MediaPost

Marketers’ Business and Budget Expectations for 2024 [Report]
36 percent of global marketers have indicated that they expected to increase their investment in the LinkedIn professional social platform during 2024, while 61 percent expected overall business to improve in 2024, with 54 percent having pointed to brand metrics including awareness and purchase intent as the leading measures of marketing strategy effectiveness, according to recently-published survey data of interest to B2B marketers. MarketingProfs

Google will start phasing out third-party cookies in weeks with new feature
A group representing about one percent of global users of Google’s popular Chrome web browser will have Google’s Tracking Protection tool activated in January, 2024 — the first segment of users to receive Google’s replacement technology for the traditional web tracking cookie, Google recently announced. MarTech

Instagram introduces GenAI powered background editing tool
Meta-owned Instagram has begun rolling out updates to Story format content posted on the social platform that will offer users the ability to use AI prompts to change image backgrounds or to choose from recommended presets, Instagram recently announced. TechCrunch

Threads Launches in EU, Expanding Reach of Meta’s X Rival App
European Union-based consumers have been given the ability to use Meta’s Threads social platform — which has gained traction and users since X (formerly Twitter) changed ownership and branding, topping the 100M monthly user threshold, Meta recently announced. Social Media Today

Content Volume – and Budgets – Expected to Increase Next Year
18 percent of content and creative professionals have said that they expect budgets to significantly increase during the next year, with some 54 percent expecting moderate increases and 20 percent looking for budgets to stay the same, according to newly-published survey data. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at “It’s Beginning To Look A Lot Like AI-Generated Content” by Marketoonist Tom Fishburne — Marketoonist

Man On Day Two Of Typing Streaming Password Using Parents’ Remote — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Donna Robinson / TopRank Marketing — Social Media Trends & Tips: Dec. 4-8 — Arik Hanson
• Donna Robinson / TopRank Marketing — Using LinkedIn to Elevate B2B Influencer Marketing — LinkedIn (client)
• Lee Odden / TopRank Marketing — Harnessing the Power of Connection: Lee Odden Top Rank Marketing [Podcast] — Tonka Talk
• Lee Odden — 15 Top SEO Quotes for Motivation to Boost Your Search Rankings in 2024 — BloggersPassion
• TopRank Marketing — 30+ Artificial Intelligence Tools to Achieve Huge Growth in 2024 — Red Website Design

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

Melanie Deziel @mdeziel
Andrew Davis @DrewDavisHere
Nancy Harhut @nharhut
Katelyn Drake @KB_Drake
Stephanie Stahl @EditorStahl

Learn more about TopRank Marketing‘s mission to help elevate the B2B marketing industry.

Have you come across your own top B2B marketing news item that we haven’t covered? If so, please don’t hesitate to drop us a line in the comments below.

Thank you for taking the time to be with us for this week’s Elevate B2B Marketing News, and we hope that you’ll return once again next Friday for another array of the most up-to-date and relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @TopRank on Twitter/X for even more timely daily news.

The post Elevate B2B Marketing News Weekly Roundup: Marketing Budgets Climb, Threads EU Rollout, & Brands Going Acoustic on AI appeared first on B2B Marketing Blog - TopRank®.

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Weekend Favs December 23

Weekend Favs December 23 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but I encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one I took on the road.

• Shortform – Shortform goes beyond traditional book summaries, offering an expansive collection of the world’s best guides to over 1000 nonfiction books. It’s not just about condensing content; Shortform provides in-depth insights and key points, revealing a deeper understanding of the material that you won’t find anywhere else. Whether you’re looking to grasp complex concepts quickly or delve into the world’s most influential ideas, Shortform is the perfect tool for anyone eager to learn faster and get smarter. It’s an invaluable resource for those seeking to comprehend and apply the best ideas from top nonfiction books in their personal and professional lives.
• Mem – Mem redefines the note-taking experience with its smart notes app, designed for speed and simplicity. With Mem, jotting down notes is quick and intuitive, eliminating the need for time-consuming organization. Its unique feature allows you to simply ask Mem about your notes later, retrieving the information you need without sifting through files or folders. This app is perfect for anyone who wants to capture thoughts, ideas, or information on the go, with the assurance that they can easily access it whenever needed. Mem transforms the traditional note-taking process into a fluid, hassle-free experience.
• Lazy – Lazy.ai revolutionizes note-taking by enabling you to capture information at the speed of thought, without interrupting your workflow. With just one keyboard shortcut, this innovative tool allows you to take notes and save information instantly, eliminating the need to switch between apps. It’s designed for those who value efficiency, enabling seamless integration into your daily tasks and ensuring that your creative or professional flow remains uninterrupted. Whether it’s a sudden idea, an important detail, or a quick reminder, Lazy.ai ensures that capturing it is as effortless as the thought itself.

These are my weekend favs; I would love to hear about some of yours – Tweet me @ducttape

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Rethinking Marketing Search and Promotion with Pinterest

How is your business using Pinterest? Surprised I’m asking?

It’s time to give Pinterest a second look. Over 450 million active users is no small number. Plus, it’s not just for women anymore. Male users increased 40% year-over-year. These are just a few statistics to get you to start considering this channel for your social media content calendar.

Let’s take a look at the advantages and changes that are making pinning a thing that social media savvy organizations should be doing regularly.

I was a session panelist for the Agorapulse Agency Summit: Pinterest Edition, where I had the pleasure of learning from a who’s who of marketing pros. This gave me a great opportunity to reimagine how marketers can re-position Pinterest for optimal promotional success.

Why Pinterest?

When you pin, it’s a best practice to include a link back to the source. Pinterest does not penalize you for going off channel, as is the case with all of the other social media channels, so you are encouraging the audience to go to your website. Pinterest is the easiest platform for showing up as a referrer to websites, and Pinterest conversion rates are typically much higher than other sites.

Many consider it to be a search engine instead of a social media channel. The search aspect is the most important for most users, which is why the social platform’s about section calls it is a visual discovery engine.

Doing research on your target audience? Consider starting with Pinterest to find keywords. Then, compare it to what you find in SEO tools, and include both in your next content piece.

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“Doing research on your target audience? Consider starting with Pinterest to find keywords. Then, compare it to what you find in SEO tools, and include both in your next content piece.” — Debbie Friez @dfriez
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Pins Have a Long Lifespan

When reviewing and comparing to other social platforms, Instagram and LinkedIn posts typically may have a maximum life of 48 hours. X/Twitter is only 15-20 minutes, and Facebook is 5-6 hours. Pinterest posts however typically have a lifespan of 6 months!

Have some older, but still relevant pins? Go update them with new visuals and post text content. Tip: previously it was a best practice to add hashtags on Pinterest, however doing so is no longer needed.

Helping to extend the life of a pin, Pinterest users save pins. So while they may not convert immediately, if your content is interesting, users will often save it and come back to your pin.

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“Helping to extend the life of a pin, Pinterest users save pins. So while they may not convert immediately, if your content is interesting, users will often save it and come back to your pin.” — Debbie Friez @dfriez
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Search Engine Optimization via Pinterest

Have you ever done a search and had Pinterest pins come up at the top of your results? This is because Google’s search algorithms often like good pins. Many searchers do not even realize that they are pulling up Pinterest pins, so they automatically go to the accompanying link and convert. Anne Popolizio, CEO at Social Squib, calls this “back door Pinterest.”

Robin Dimond, CEO and founder at Fifth & Cor, touts great Pinterest successes from the male demographic, including with an automotive client. She says they pick up the pin faster and often think of it as another search engine.

I have personally seen success pinning blog posts with particularly great creative to Pinterest. Try it out yourself and then check the referral traffic in your particular analytics tool.

Tips to help with SEO using Pinterest:

• Google prioritizes user generated content (UGC). Encourage it, engage with it, and re-pin USG posts to help share your brand’s products.
• Repurpose social content across channels. Just be sure it is original without a watermark from another channel.
• Focus on creating helpful content that answers questions.
• Research keyword trends and topics.

Paid Ads on Pinterest

The death of the cookie is coming. It’s been forecast for years, but most marketers anticipate 2024 to be the year it crumbles. Larry Kim, CEO at Customers.AI suggests you use Pinterest’s traffic or link ad campaigns to get people onto your website so you can retarget them, so the conversion is on the back, allowing expanded remarketing opportunities.

As with pins, paid ads need time to see their full potential. Pinterest strategist Laura Rike Sura says it takes 30-40 days to see an ad’s potential. Plus, for any project, you should map out six months so you can test a variety of different campaign types.

As with any platform, increasing visibility comes with paid ads.

Trendspotting

What will we be searching for in 2024? You can do some trendspotting utilizing Pinterest Predicts. Personally, I would skip the 1970’s wedding and fuzzy peach as the color of the year, but I am all in on the tropical decor and silver metallics.

As a Pinterest advertiser, you can sponsor trend packages on specific boards. Your team can also jump on a potential trend and look to rank.

Taking these predictions off the Internet and into our world, the brand opened a Pinterest Predicts pop-up shop in New York City partnering with Levi Strauss & Co. and Mac Cosmetics. This leads us to another trend — partnering and influencer collaborations. Nike and Tiffany dropped a collaboration sneaker board this past year that went viral on the platform. The Tiffany blue box alone has given their audience a lot of FOMO.

Missed the Agorapulse Agency Summit: Pinterest Edition? You can still go watch the replay and learn from a fine lineup of top marketers.

In the words of Neal Schaffer, digital and social media marketing consultant, it’s time to re-imagine Pinterest. Are you ready?

Create brand connection and engagement through a custom B2B social media marketing strategy including Pinterest – designed to boost brand reach, awareness and conversions.

Learn More About Our Social Media Marketing Solutions

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The Negativity Fast: How a Simple Practice Can Transform Your Life

The Negativity Fast: How a Simple Practice Can Transform Your Life written by John Jantsch read more at Duct Tape Marketing

The Duct Tape Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I interviewed Anthony Iannarino, a renowned expert in B2B sales, bestselling author, and advocate for positivity. With decades of experience generating millions in revenue, Anthony shared insights from his latest book, “The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success.”

Embark on a transformative journey as Anthony breaks down practical strategies to eliminate negativity, increase positivity, and redefine success. Explore the surprising intersection of sales expertise and self-help wisdom as Anthony discusses his unique perspective on personal development.

 

Key Takeaways

In this insightful episode, Anthony Iannarino, a luminary in B2B sales and bestselling author, unveils the transformative power of his Negativity Fast method. He explores the dynamic relationship between positivity and success, sharing a practical 30-day plan to detox from negativity. Anthony emphasizes the game-changing impact of gratitude, backed by science, on cognitive function and overall well-being. Delve into cognitive behavioral techniques and the A, B, C model for reshaping beliefs and cultivating a resilient mindset. Lastly, discover the profound effects of acts of kindness on personal well-being, as Anthony shares heartwarming stories from his own journey.

This episode serves as a holistic guide for individuals seeking to break free from negativity, enhance their mindset, and achieve unparalleled success.

 

Questions I ask Anthony Iannarino:

[00:41] Positivity Buffet or Negativity Fast, how best will you describe your approach?

[01:21] How does someone with your experience in Sales find themselves writing a self help book?

[04:53] Explain the relationship between ‘lying to ourselves’ and positivity?

[06:01] What are some of the most fulfilling practices in trying to cultivate positivity?

[07:38] What are some of your morning and evening positivity enhancing rituals ?

[10:39] How do you maintain a balance between the unpleasant things to be aware of and a positive mindset?

[12:19] Do you find it easier to NOT let daily disappointments affect your mood?

[14:44] What advice do you have for someone to begin a negativity fast?

[18:17] Where can people connect with you and obtain a copy of your book?

 

More About Anthony Iannarino:

• Connect with Anthony on LinkedIn
• Connect with Jennifer on Facebook
• Visit his Website

Get Your Free AI Prompts To Build A Marketing Strategy:

• Download now

 

Like this show? Click on over and give us a review on iTunes, please!

Connect with John Jantsch on LinkedIn

 

Duct Tape Transcript

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John (00:08): Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch. My guest today is Anthony Iannarino. He is a renowned expert in B2B sales with decades of experience and a track record of generating tens of millions of dollars in revenue. He's also the bestselling author of five books, including one we're going to talk about today called The Negativity Fast Proven Techniques to Increase Positivity, reduce Fear, and Boost Success. So Anthony, welcome back to the show.

Anthony (00:39): Thanks for having me back. It's good to see you again.

John (00:41): So I got a kick out of Seth's comment on the top that this book actually called the Positivity Buffet. So what gives, is it positivity buffet or is it negativity fast?

Anthony (00:55): It's negativity fast until Seth says it's the positivity buffet and then it's the positivity Buffet. Just one of my favorite people and a great mentor for me. Yeah,

John (01:07): Kind to endorse my first book back in 2007. So he's been a long time friend and mentor of mine as well. So you're a sales guy. I mean, can I call you that?

Anthony (01:18): Yeah.

John (01:21): What's a sales guy doing? Writing. What kind of feels like a self-help book?

Anthony (01:25): It's a self-help book. And you know what? My friends that put it under sales and selling and management, and I had to ask them to put the self-help on there. So I went to a Barnes and Noble to see if they had it, and they're like, why is that in business? It should be in personal development. And I'm like, I didn't have anything to do with it. It's a publisher, right? And

John (01:44): The

Anthony (01:45): Publisher decided what they were going to do. This has been a passion of me for a long time. I went to college when I was 26 after having two brain surgeries, I decided I should do something with what was left in my brain. So I went to college political science, all you do is argue with people instead of political science. That's all you do. It's just constant back and forth. Then I went to law school, which was even more political than school, and I ended up being angry about politics and geopolitics and all the ways I wanted the world to look better than it does right now. And eventually I realized you're really angry. And I had one of my professors who said, you just have to let go of all this, which is the worst advice ever. How do you just let go? I don't know how you do it.

(02:37): I'd say it to do it in this book, but I don't know how to tell you how to do it. And I decided that I was going to do 30 days getting rid of all of the negative sources in my life. So any cable news that's all gone. Am radio's gone, everything's gone. I got rid of all of it. I liked it so much, I did it 60 more days and then I did it 30 more days. And in that last 30 days, I realized not only do you have to get rid of the negative things, those negative sources, but you also have to replace it with something positive. So for me that was Les Brown Zigs, Anthony Robbins, Steven Covey, like anybody who was just positive and future oriented. That's all I listened to for 30 days. And now I just have never gone back. So I'm now much happier. I'm not political, I'm what I'm calling post political because it's just hard with all this divisiveness. So I'm not a divisive guy. So I think that the better way to do it is to try not to spend a lot of time with politics.

John (03:42): So I mean, in a lot of ways what you just described there was your fast, right? And that I'm guessing is obviously is what you're prescribing as a path for many people to at least give a try.

Anthony (03:57): And I have to tell you that there's 11 chapters before we get to the fast. And most of them I will tell you, is me explaining to you that you make yourself negative. And that's a hard thing for people to understand. So the complaining that you do, that's all you. And I wish I would've known this earlier when I was doing the research on this book. I cited everything in the book, but if you are a chronic complainer, your hippocampus in your brain will start to shrink and you will not be as good of a thinker as you are and you'll have trouble solving your own problems. Who knows? That kind of thing. I wish I would've known it. It was not in the book, I got it right after that. But it's us making ourselves angry and unhappy by what we say to ourselves most of the time.

John (04:51): And one of the things to tee another one of those up, you talk about how we lie to ourselves, unpack that idea.

Anthony (04:58): My younger brother is a comedian and he's always unhappy driving from Ohio to Florida, and then I'll spend months down there. And he believed that everybody had road rage because they were trying to get in front of him. And people drive poorly in Florida for sure. I know they're the worst. But one day somebody was trying to cut in front of him and he looked at the guy's face and he thought, this guy's too far away from a rest stop and he really needs to get to a rest stop. And I said, now how would you know that? And he goes, it happens to me all the time. And because it's happened to him now he has the empathy for this other person. And I said, all you did was lie to yourself. You don't know that guy wasn't road rage or I don't know. But he decided that's what he was going to do. He's a lot happier. He just lets everybody go. And that was him making himself miserable for 20 years and now just dropping it just like that. I wasn't prepared to have to put him in my book, but I thought that was a really good addition.

John (06:01): So you talked about how the first few chapters, I think it's the first 10 or so, talk about the negative things that we do. But then obviously you get into some things like gratitude, I mean habits or practices that you talked about eliminating, but then filling. So what are some of the best filling, if you will, practices

Anthony (06:22): Gratitude's the top of the heap? I mean, there's nothing even like it. In fact, as I was writing this book and I was studying gratitude, the claims on gratitude are so many and so outrageous. You look at it and you go, it can't be true. You will have better cognitive functioning, you will have less inflammation in your body. You will have less of a risk of having a heart attack. You will have less anxiety, stress, depression, all of these things. And you're reading all these and you're going, how much work does gratitude do? It does so much work and you don't know that until you start to look at all the claims. And so I decided, well, I will cite that. And then my editor said, no, cite everything. So every claim in the book is backed by science. I read all the papers. I did my best to distill it and make it a fun book that you're going to enjoy even though it's got some science in it, but it's not a science book. So it's not a hard book to read. And everything in it is really practical and tactical. I think that's what I want to write. I want to write something that you can read it and say, I could do that and that would help most people feel better.

John (07:38): So I think a lot of what you're talking about, I've used the word habit, I think already you get into habits, better habits as opposed to the bad habits of waking up and reading CN or whatever. So do you have some rituals or habits yourself that you pretty much say every morning or every evening, I'm going to do X, Y, Z?

Anthony (07:58): Yeah, I'll tell you the best one on gratitude. So for anybody that's listening to this and you want to have less stress, less anxiety, and to feel a lot better, this comes from the person that we call the father of positive psychology. So Martin Seligman and Seligman is a wonderful writer. And one thing in the book called Hope Circuit, which is a really good book, he describes a study that they did and they called it Three Blessings and Three Blessings. All you have to do is at the end of your day, don't do the gratitude journal in the morning. You do it at the end of the day and you write down the three good things that happened to you and why those things went well for you. And you do that according to Seligman for two weeks and for at least six months people have less anxiety, less stress, and less depression.

(08:52): He says in the Hope Circuit that he believes that this is more powerful than pharmaceuticals or psychoanalysis and these are the things that are not taught to us. I mean, you probably just heard this three blessings for the first time would've been nice to know this maybe in seventh grade or eighth grade or when you're a teenager and you're really grouchy all the time, you're really negative through that period of time. But I've done this for a long time and I will say, I'll give you one piece of advice. If you want to do this, get a journal and write it down. Write down the three blessings every single day, whatever went good. And then in about a month go back and just start reading those entries and you'll start to think a lot of good things happen to me, like every day good things happen to me. And because you're writing it down and you've got this record of having all these good things happen, it can start changing how you feel about things in other ways.

John (09:49): And I think that's particularly, it's powerful for everyone, but I know a lot of entrepreneurs beat themselves up because they haven't achieved where they want to go. And I think a lot of that stress is just what you mentioned. They don't turn around and go, but look how far we've come. And I think that what you're talking about is celebrating the little wins because unfortunately, the only thing that seems to stick with us is how I failed today. Right. So great practice. You talked about some of the things you kept out of your life, you learned some things that I'm on social media only because it's a channel for marketing for us, but it's a terrible, I mean it can cause a lot of negativity. You mentioned politics, I mean, heaven forbid that it just seems like the last 10 years have just gotten worse and worse. I mean, how do we keep away from some of the stuff that, I mean there's nothing wrong with, or I should say there are some potential positive things about being informed. So how do you balance that? You're not saying stick your head in the sand, but I'm going to ignore all of that stuff out there when there is actually a level of news that maybe you should be aware of.

Anthony (11:03): I like The Economist because it's not trying to divide Americans into two tribes. So I like that because British and they're not so divisive as we are here. Anyway, the other thing I would tell you is that my wife is always unhappy with me because she'll say, did you see that story today? And I didn't get to see it. And when people say, how do you just leave all that stuff out? And what do you know when something happens? How are you going to know? All the negative people are going to tell you, you don't have to wait very long. They'll tell you something bad happened though. They can't wait to tell you that. And most of those things I can't do anything about. And I have an awareness, but I don't have an attachment to it. So being aware is one thing being attached, and that's a very different sort of problem for people to have.

John (11:54): You found that over time, because I think some of the practices you're talking about, I feel like they're cumulative. Would you say that's somewhat true that you start practicing gratitude and things, it just starts working on other parts of you, but let's face it, that big sale that you thought you were going to get didn't come through kind of a bummer moment of the day. Do you find that you have more ability to maybe snap back out of that kind of change your state instead of letting it dictate your day?

Anthony (12:22): It's either a loss or it's a lesson. I mean, so that's what a sales guy would say, but I'm desensitized to the word no or to losing a deal because after you do it for 37 years, you are pretty desensitized. So I would tell you over time, if you just look at a loss and you say, what did I learn? How could it make me more effective in the future? It's a hundred percent worth trying to do with that. Instead of saying, well, I lost this and there's no way for her to cover, I've lost deals plenty of times. I'll tell you, it took me seven years to win PetSmart, seven years. And I had my peers saying, why don't you give up? And I'm like, because I don't get a commission check. If I give up, I have to keep going. The woman who kept me out let me in one day, and I was talking to the senior leader and I had seven years with 2 million a year from PetSmart. So just keep playing the game. If you're an entrepreneur, I mean, I know that you've seen all of the cartoons of the path to success as an entrepreneur. It's all over the map, right? So you get some progress, you go back. That's just how any good pursuit actually goes. It doesn't ever just go a straight line, you won. Nope. That's rare, right? I would say,

John (13:45): Oh, absolutely. In fact, I've been at this game for a long time and one of the things you realize over time, and I think that's why entrepreneurs are kind of a strange breed of resilience over time, I think you start to realize, you start seeing, I didn't get that deal because I was meant to get this deal. And actually that deal would've been a bad deal. I think you start seeing examples of that happening and go, oh, maybe I shouldn't sweat what I thought was a loss at the moment because something's going to happen. But that takes time, that takes experience

Anthony (14:16): Of those clients that you're describing. I know those. And when they say we might not be a good fit for each other, you're like, how fast can I get out of here? I'm ready to go now.

John (14:27): Alright, so because it's, and maybe it's the last chapter, let me double check, but I think it's the last chapter, the fast itself for the last bit that we have left here, kind of if somebody is listening and thinks, okay, obviously we want them to get the book so they get the full detail, but to give us a little taste of how somebody would get started, what a negativity fast would look like that you describe in

Anthony (14:50): That chapter, in that final chapter, what I would want you to do is to start to say, what are the kinds of things that trigger me? And you're really triggering yourself when you do that, but it's worth knowing that this isn't something that bothers me. I'm too connected to politics or whatever else they're connected to that's negative. I would say you make a list of those things. I will tell you though, don't start with people. That's exactly the wrong way to do this. The people come at the end, which people do I need to spend less time with? But don't do that at the beginning because you want to take care of the things that are really about you and what you do. And I'll just give you a quick story. Albert Ellis is the guy that created CB Cognitive Behavioral Therapy, very powerful stuff. I actually did it at one time to help get rid of some of my anger and it worked perfectly.

(15:46): But Albert Ellison would say that you have an A, B and a C. The A is the activating event, and then the B is your belief about it. And then the C is the consequences on how you respond to that. And my brother, all they do is they switch the belief and if you switch the belief that it's not road rage, that person's trying to get a prescription home to their young sick kid or something. And you can lie to yourself like that all the time. You're mostly lying to yourself about the triggers. Anyway, so you might as well get around that. And if I could say just one other thing that I would want to share. The thing that seems to be the most popular in this book is my love for being a bail bondsman for dogs. So I go to the Humane Society at the end of every year, and I buy all the dogs.

(16:37): That's normally about nine dogs. I do not take these dogs home. I would be divorced immediately if I brought another dog into the house. They take the money and they're happy. And the last time I was there, they said, would you just let us keep the money because we're going to have some difficult dogs that need training? I said, you could use the money however you want. They said, well, you take a picture with this pit bull, big pit bull. Very not aggressive in a mean way, but just really wanted attention. So I took a picture with them and they put it on their website and it went on to Facebook. And some woman read this that said, this angel came in and bought these dogs. I didn't think of it like that, but I thought was a bond Spellman. So the woman came in the next day and she bought all of the cats.

(17:24): I don't know, that's like 46,000 cats in a humane society. She bought all of them. And then two of my friends saw this and they said, you mean we can buy the dogs and we don't have to take 'em? And I'm like, of course you can just go in. And so they went in and bought four or more dogs, just gave them the money. If you really want to feel good, if you're really negative, if you really just don't feel good, go do something for somebody else because you will disappear and you will be there just for that person and you'll feel so good. It's called Helpers High. Don't even need a medical card to do it. You could just go out and help somebody, a homeless person, go to a pantry, do whatever you could do, but that will make you feel so much better just like this. You can't be in both of those states at the same time.

John (18:12): Yeah. Awesome. Well, Anthony, it was great catching up with you and hearing about the negativity fast. Is there anywhere you'd invite somebody to connect with you or learn more about the book itself?

Anthony (18:22): LinkedIn's a good place to connect with me. And then I think if you go to the negativityfast.com, that'll take you to a page and you can also find it on Amazon and Barnes and Noble.

John (18:34): Awesome. Well, great book. Appreciate you taking a few moments to stop by, and hopefully we'll run into you one of these days out there on the road.

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