Online Marketing News: Mobile Gets Personal, Facebook Buys MSQRD, Online Reviews Offline

Mobile push notifications: Help or hindrance? [Infographic]
The marketing industry is obsessed with personalization, and rightfully so. It’d be foolish to think that consumers really want the generic, blanket content that was once our only option for mass communication. Personalization has again thrown its hat in the ring, and this time, it’s mobile. In fact, according to Microsoft’s infographic, personalized push notifications that align with user preferences see an up to 300% improvement in conversion rates. Microsoft Azure

Facebook acquires video filter app Msqrd to square up to Snapchat
In what many are saying is a play to keep up with Snapchat, Facebook has acquired video editing app MSQRD for an undisclosed amount. This app will allow users to add filters, stickers and texts on video through Facebook Messenger. According to TechCrunch, this isn’t the first time Facebook has taken a run at Snapchat. In fact, in the past they’ve tried, albeit unsuccessfully, to acquire the app for nearly $3 Billion. TechCrunch

Study: Reviews influence both online, offline shoppers
A new study from BazaarVoice shows that no matter where your customers are shopping for your product, online reviews are influencing their purchasing decisions. The study found that while 54% of online shoppers consulted online reviews before their purchase, 39% of in-store shoppers did the very same. What’s the point here? No matter where your customers ultimately make their purchase, your brand’s online reputation matters. BizReport

From the @toprank Twitter Community

Facebook Just Debuted Video for Its Growing Suite of Lead-Generation Ads
Facebook has stepped up its video lead generation game yet again, now enabling online advertisers to include a call to action within video ads that will lead consumers to contact forms. But Facebook didn’t stop there. The same day, they also announced that advertisers can now duplicate lead forms and edit fields across campaigns, integrate select CRM partners for lead gen ads, integrated MailChimp to automatically add leads to their lists, and select from more options in the disclaimer portion of their lead forms. Adweek

Responsive Design Mobile Marketing Emails Generate 24% More Clicks [Report]
With over half of all emails being opened on mobile devices, it should come as no surprise that emails designed for mobile receive more engagement than those that aren’t. A recent study from mYesmail shows that emails that use responsive design see 24% more email clicks, 55% higher mobile click-to-open rate, and even 23% higher desktop click-to-open rates. Despite the success of mobile, only 17% of brands are implementing responsive design in all of their emails. Marketing Land

In/Spree Launches Instagram for Shopping App on iOS
Finally, leaning on influencers for social selling has become more and more popular in terms of strategy since the onset of platforms like Pinterest and Instagram, and now In/Spree has taken the next step, launching their social shopping iOS app. According to Social Times, it’s “described as Instagram for shopping, the app allows users to follow influencers and shop for items that either match or are inspired by the items they’re wearing in pictures.” What dose this mean for social marketers? Along with rich pins you see on Pinterest, and video ad options for Instagram, this could be the next direction that retail marketers are taking in their social marketing strategy, integrating influencers in a natural and impactful way. SocialTimes

Google PLAs: Testing scrollable carousel on desktop & numbered rankings for “best” products go live
Google is testing a scrollable carousel, much like the one featured in mobile search, for product listings. This will bring the desktop search and mobile search experience in line if it takes off, as it’s one of many test Google has run on PLA layouts. They’ve also recently rolled out testing for Ranked PLAs — ‘top’ and ‘best’ products. To be chosen, Google clarified on Twitter, “first the top-rated products are selected to participate in the auction, where they then compete against each other for ad position. So the number one, or first ranked, ad isn’t necessarily the product with the best rating.” Search Engine Land

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend! I’ll be back next week with more online marketing news. Have something to share? Tweet me at @Tiffani_Allen or send it to @toprank using the hashtag #trnews!

Infographic via Microsoft Azure

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Book Review X: The Experience When Business Meets Design by @briansolis

In the digital marketing world a lot of effort has been invested in the making and promoting of content with a singular emphasis on marketing ROI. But customers don’t care about your “great content”, your “clever marketing” or how much money you make from trying to sell them something.

What do customers care about?

Experiences.

Much has been said recently about consumers and experiences vs. things. According to a Harris Poll/Eventbrite study, 78% of Millenials would choose to spend money on a desirable experience or event over buying something desirable, and 55% of millennials say they’re spending more on events and live experiences than ever before.

The value for experiences over things isn’t necessarily new and certainly applies to all generations. It reminds me of one of my favorite quotes that has an important lesson for brands:

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou

So how can businesses adjust and adapt to creating more meaningful experiences for their customers? How can companies be more relevant and meaningful about how they make customers feel? The new book by my friend, Brian Solis, X: The Experience When Business Meets Design may be your answer.

For context, I’ve know Brian Solis a long time from back when he had a Public Relations agency during the early days of social media. It has been impressive to follow his thought leadership journey, writing multiple books, rubbing elbows with celebrities like Shaquille O’Neal and Fortune 500 CEOs, keynoting events all around the world, and arriving at his role as principal analyst, working with Charlene Li at Altimeter Group, a Prophet company.

As a digital analyst and anthropologist, Brian is prolific to say the least with consulting, blogging, writing books and events. That’s why when his publicist reached out to ask me to review X, I replied that I had already ordered a copy.

X is a tactile, visual and an intellectual experience all on it’s own. The book has weight, the extensive graphics pop and the organization is very app-like and digital, even though it’s printed on paper. The content of X is equal parts inspirational, cerebral and entertaining, which is fitting, because that’s how I would describe Brian too.

My entree to the social media world was greatly influenced by my interactions with Brian and through our interactions, interviews and his content, I have been inspired and my imagination has been triggered in many ways.

Imagination is what Brian taps into as soon as you open up X. He starts with:

Close your eyes for a moment and think about the last time you truly had a great experience with a company as a consumer, an experience that captured your heart, mind and spirit.

What about it was special?

Let’s call it “X”.

This book is about X, creating such memorable moments for your customers through every encounter they have with your brand – all day, every day.

What is X about? It’s about why the future of business is experiential and how brands can create and cultivate meaningful experiences for their customers. We live in an always-on world where everyone is connected to information and also, to one another. In this environment, customer experience is your brand and X is literally a blueprint for brands to start delivering better experiences.

What can you expect to learn from reading X?

• How our own experience gets in the way of designing for people not like us.
• Why empathy and new perspective unlock creativity and innovation.
• The importance of User Experience (UX) in real life and in executive thinking.
• The humanity of Human-Centered Design in all you do.
• The art of Hollywood storytelling from marketing to product design to packaging.
• Apple’s holistic approach to experience architecture.
• The value of different journey and experience mapping approaches.
• The future of business lies in experience architecture and you are the architect.

Once you buy and read through this book, resist the temptation to exhibit it’s beauty on your coffee table, and use it more like a blueprint or manual for innovating your business to be experience focused.

There’s a lot more to say about X, so to whet your appetite for the experience X will provide, here are many of the quotes that are included throughout:

“The most beautiful thing we can experience is the mysterious. It is the source of all true art and science.” Albert Einstein

“If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle s well as from your own.” Henry Ford

“Great design is all the work you don’t ask people who use your product to do.” Rebekah Cox

“Everyone things of changing the world, but no one things of changing himself.” Leo Tolstoy

“You’ve got to start with customer experience and work back toward the technology.” Steve Jobs

“What people seek is not the meaning of life but the experience of being alive.” Joseph Campbell

“Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact.” Robert McKee

“Everything is in motion. Everything flows. Everything is vibrating.” William Hazlitt Read

“Trust will set you free. But not until it is finished with you.” David Foster Wallace

“A mind that is stretched by a new experience can never go back to its old dimensions.” Oliver Wendell Holmes, Jr.

Of course, the experience of reading this blog post is no match for the real-world experience of the book itself. I highly recommend you grab a copy of X from one of the links below.

X: The Experience When Business Meets Design
By Brian Solis, a digital analyst, anthropologist, and also a futurist working as Principal Analyst at Altimeter Group, a Prophet company.  You can purchase X on Amazon and visit the book site for more information and to see other reviews.

San Francisco Serendipity: While recently meeting with my Cousin at a cafe in SF for the first time in 40 years, my friend Chris Heuer walked by on his way to see our mutual friend Brian Solis, where we ended up taking this photo (at the Four Seasons of course).

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You Ought to Be in Pictures: 5 Amazingly Successful Brand Video Marketing Campaigns

My first cell phone was the unbreakable Nokia 3310. You could run over that thing with a tank and it would still be up for a game of Snake. At the time, its green-and-black display was a technological marvel: You could play games! Look at (pixelated monochrome) pictures! What a modern marvel it was.

Now, of course, almost all of us have a pocket-sized screen that puts the 3310’s to shame (if only they were half as durable…). Most of us are never more than arm’s length from our smartphone. And we’re using those screens primarily for video—fully 50% of all mobile traffic is video streaming.

Whether you’re B2B or C2C, your audience is watching videos. They spend more time with video content than blog content. Even senior executives watch and share: 75% watch work-related videos weekly, and over half share videos with their colleagues.

For marketers, the video revolution represents an enormous opportunity. But getting people to choose your video over thousands of other options can be a challenge. As with all content in a content-logged world, brands need to create extraordinary video to earn attention, likes, and shares.

The following five brands took content marketing best practices, applied them to tell extraordinary stories with visual interest, and experienced incredible success. Here’s how:

#1 – American Greetings: World’s Toughest Job

Most of us have experienced the nerve-wracking ordeal that is a job interview. Combine a job interview with the inherent awkwardness of video conferencing, and you have the recipe for a truly uncomfortable situation.

Greeting card company American Greetings capitalized on those fears by posting a fake job listing, then doing video conference interviews with respondents. Watch the video before you read the spoiler below:

As the interviewer details the harsh working conditions the job entails—no breaks, extra work on holidays, not even time off to sleep—the interviewees squirm in discomfort. Finally, he reveals the twist: He’s describing what moms do every day. The interviewees wipe away tears, talk about their own mothers, and the video ends with a quick link to American Greetings’ card creation website.

Why it Works:

American Greetings examines a familiar societal role in an unexpected way. The real people being interviewed are a surrogate for the viewer; our reaction mirrors theirs. Most importantly, they put the product in the background, focusing on the emotional heft of the content.

Takeaways:

• Get at the meaning behind your product—people don’t buy cards because they enjoy spending money on folded paper.
• Candid ‘reaction’ videos are hugely popular, and for good reason. They let the viewer imagine him or herself in the same situation.

#2 – Android: Friends Furever

It’s estimated that nearly 90% of web traffic is videos and pictures of cute animals doing cute things. Okay, I made that up—but if you check your Facebook feed, 90% seems about right. Android jumps into the cute animal trend with this simple-but-engaging video. It’s composed entirely of stock footage of animals in unlikely pairs, but still gets across Android’s point: Their software works on a variety of devices, not one monolithic product line. (*cough* Apple *cough*)

The video is charming, and definitely earned its over 23 million views. My favorite part, though, is in the comments. Android reveals that many of the animals in the video are cared for by non-profit organizations, and provides links to learn more and support them.

Why It Works:

Android puts the adorable animals front-and-center. It looks like any number of wildly-shared viral animal videos, until the slogan and logo come peeking in at the end. It seems designed to brighten someone’s day more than sell a product—so it’s free to do both.

Takeaways:

• Less is more. Sometimes you can mute the dialog and let the video speak for itself.
• Trust your audience. Android could have added a more pointed jab at Apple, or highlighted its product catalog, but they trusted the audience to make that connection.

#3 – Gainsight: Blank Space

Gainsight’s annual Pulse Conference is their biggest event—and biggest expense—of the year. They needed to bring in attendees to make sure the event was a success. Instead of a video with talking heads of the featured speakers, Gainsight earned attention with a playful approach unique for B2B conference marketing. They recruited Chief Customer Officers and VPs of Customer Success to lip sync an a capella version of Taylor Swift’s “Blank Space,” with new lyrics:

The resulting video is a win for everyone involved. Gainsight attracted 2,000 new inquiries about the conference, the executives were featured in front of their company logo bringing humanity to their brands, and viewers got a catchy tune about customer satisfaction.

Why It Works:

Gainsight went all out with the production on this video. They drafted new lyrics to the song, hired an a capella group to perform it, and got their influencers to lip sync pretty convincingly. It’s light and playful, but still gets across the information: Gainsight knows a lot about customer satisfaction, they work with these brands, and they have a conference coming up.

Takeaways:

• Employ influencers in unexpected ways. You can bet every exec featured in this video shared it with their network.
• For top-of-funnel video, entertaining the viewer is paramount. Make it fun, make it catchy, and people will watch through to the CTA.

#4 – Always: Like a Girl

Ads for feminine hygiene products have not, historically, been the most compelling pieces of content marketing. Usually they go for the “blue liquid pouring into a pad” or “women walking through a meadow talking about life” tropes.

Always took a sledgehammer to those tropes with their #LikeAGirl campaign. They asked young women to throw “like a girl,” or hit “like a girl,” with the expected results. Then they asked younger girls—those who hadn’t absorbed negative stereotypes—the same question. The striking difference provides a humbling lesson in what “like a girl” can—and should—mean.

The resulting video is empowering, inspiring, and contains not a single scene of blue liquid being dumped on anything.

Why it Works:

Like American Greetings did with motherhood, Always challenges the audience to examine something they usually take for granted. They don’t hold back on their message of empowerment, and they’re aiming for a cultural stereotype far broader than their product line.

Takeaways:

• Think about customers outside of where their lives intersect with your product.
• Take a stand: How can you use your brand and your platform to make the world a better place?

#5 – GoPro: Hero in Action

As one of the kings of content marketing, GoPro has built an empire out of user-generated content from skateboarders, surfers, and other extreme sports fans. So it’s surprising that one of their more popular videos doesn’t feature a single half pipe or mountain face:

The fireman who attempts to save the kitten originally uploaded the video to his YouTube account. GoPro spotted the footage, and with the owner’s permission re-packaged it and posted it to the main GoPro account. Currently the video sits at just under 30 million views.

Why It Works:

With this video, GoPro expanded the idea of what their product was for. It could highlight instances of everyday heroism, not just extreme-sports hedonism. They were able to tell a compelling, human story that reached a wider audience than their usual fare.

The Takeaways:

• Always take an opportunity to celebrate everyday heroes.
• Don’t be afraid to broaden your brand’s emotional palette.

There’s No Business Like Show Business

With the advent of content marketing, brands suddenly had to become publishing houses. Will video marketing turn every brand into a Hollywood studio?

Probably not. You don’t need a whole film crew to make most of the videos on this list. Keep your content relevant, customer-focused, and entertaining, and you won’t need Michael Bay-size budgets to excel.

Want to learn more about content marketing strategy? How can we help?

Header image via Shutterstock

 

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How Social Media Can Drive Success on Your Content Marketing Roadtrip

I think most marketers would agree that social media and content marketing compliment each other nicely. Need proof? Recent research has found that 93% of B2B marketers list social media as one of their top five content marketing tactics.

I like to think of social media as the vehicle that drives your content where you want it to go. But as social media continues to evolve, it’s important to remember that we’re not driving down a one-way street. Social media presents more opportunities than just a dissemination platform. It can also be used as a means for engaging your online community, publishing and targeting specific content and building brand awareness.

So how do we leverage social media in a way that drives our content marketing efforts forward? Well, as a person and marketer who’s taken a few road trips in her day, I can tell you that ensuring that the social media marketing and content marketing wheels are aligned is essential. Here are some best practices and tips to ensure you’re ready to roll.

Map Your Route

Anyone who sets out on a road trip maps out the route to their end destination So when it comes to using social media to amp up your content marketing efforts, create a social media content plan to act as your roadmap.

To get started, ask yourself the following questions.

• What do I want my followers to know about my brand? (What niche do I serve?)
• What are my customers’ pain points?
• How can I provide something of value? How can I empathize with my audience?
• What type of content does my audience consume on social? (Generally speaking, How-to and List posts are wildly successful.)
• What social platforms should i be a part of? (Where is my target audience? Do I need to be on every platform?)
• What kind of results do I want? (Increased social traffic to my blog? More followers?)
• How will I measure results? (Engagement metrics? Social traffic to the website?)

Understanding who your audience is and how they use social media will help you create a content plan that provides the type and style of content that will resonate.

To learn a little bit more about social media strategy, read: Roadmap to Social Media Marketing Strategy.

Use the Right Fuel

Filling up with the right fuel ensures your vehicle doesn’t break down a mile down the road. So when it comes to social media as a content marketing tactic, make sure you’re engaging your audience with the right kind of content at the right time.

Use the analytics available on social platforms to see what kind of content is driving the most engagement (likes, shares, link clicks and comments) and when your content is getting the most engagement. This will allow you to tailor your content to that specific social audience and drive engagement.

Also, keep track of trending topics. Trending topics present opportunities for you to become part of the conversation and create timely content that showcases your expertise or product offerings. For example, Hollywood’s biggest night–the Academy Awards–was held Sunday, Feb. 28. A few days before, TopRank Marketing published a best practices article titled: Is Your Digital Marketing Strategy Red Carpet Worthy?

Stop for Directions

If you get a little lost or just want to make sure you’re going the right way, use social media to tap your audience for insights and content ideas.

One excellent way to gain insights is through creating a poll. For example, each week TopRank Marketing asks its Twitter followers to weigh in on a marketing related topic. Not only does this foster engagement, but it also helps us understand our audience better. The information we collected can also be used in future content pieces–that we know our social audience will care about.

Find the Right Radio Station

Having the proper tunage is a must-have for any lengthy road trip. The right music sets the mood and makes it impossible for you to stop singing along. Similarly, optimizing content for social channels ensures your message is easily received, understood and shareable.

For example, optimize images to fit with the optimal dimensions for each social network. HubSpot offers the ultimate cheat sheet on sizing images.

And in addition to photos, consider repurposing existing content to republish on social. For example, you could transform how-to blog post and into an easily shareable infographic. Or consider republishing long-form content on LinkedIn Publisher. (Note: If you do decide to republish a long-form post, make it unique. Don’t just copy and paste. You don’t want to spread duplicate content around.)

Do you need to make a pit stop and ask for directions? TopRank Marketing can certainly provide them. Get in touch with us today.

What are your best practices for blending your social media and content marketing efforts? Tell us in the comments section below.

Header image via Shutterstock

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LinkedIn: 31 Sophisticated Content Marketing Thought Leaders to Follow

Our client LinkedIn Marketing Solutions recently published a fantastic resource for content marketing called The Sophisticated Marketers Guide to Content Marketing.

At Content Marketing World 2014, LinkedIn’s Jonathan Lister proclaimed that LinkedIn was “All in with content marketing”. While that reference was mostly about the ability for users to publish content on LinkedIn, the content marketing efforts from the team at LinkedIn over the past 2 years has been nothing short of impressive.

This most recent eBook is a great example of depth, design, and utility that also serves as a case study for “big rock” content. Along with smart advice from marketing rock stars Jason Miller and his team, industry thought leaders and influencers are included as well. Bringing in outside expertise to co-create content adds credibility, quality subject matter experts and balance to what would otherwise be “brand content” – a smart move.

As a great source of information about content marketing (108 pages) you’ll find: how to develop a content marketing strategy, mapping the buyer’s journey, visual content, influencers, ROI and going global with content – 16 chapters in all. This new eBook for 2016 also includes a great list of content marketing industry experts you can connect with to learn even more.

While my team helped with the content in the ebook and I contributed myself, I first learned of the list after downloading it. There are many familiar content marketing faces included and a few that are new to me.  To be counted among them is an honor and I am happy to share the full list below:

31 Sophisticated Content Marketing Thought Leaders to Follow

Ann Handley – @annhandley
Chief Content Officer of MarketingProfs, Author

Joe Pullizi – @JoePulizzi
Founder at Content Marketing Institute, Author

Michael Brenner – @BrennerMichael
CEO, Marketing Insider Group and Author

Doug Karr – @douglaskarr
Marketing Technology Entrepreneur, Consultant, Author

Andy Crestodina – @crestodina
Co-Founder / Strategic Director of Orbit Media Studios, Author

Ardath Albee – @ardath421
B2B Marketing Strategist, Author

Lee Odden – @leeodden
CEO at TopRank Marketing, Author

Barry Feldman – @FeldmanCreative
Content Marketing Consultant, Copywriter, Blogger & Podcaster

Doug Kessler – @dougkessler
Creative Director, Co-Founder, Velocity Partners Ltd

Heidi Cohen – @heidicohen
Chief Content Officer at Actionable Marketing Guide

Michael Stricker – @RadioMS
Lead Consultant at MSDesign

Pam Didner – @PamDidner
Global Content Marketing Strategist, Author, Adjunct Instructor

Pawan Deshpande – @TweetsFromPawan
CEO of Curata

Robert Rose – @Robert_Rose
Content Marketing Strategist, Author

Jon Miller – @jonmiller
CEO and Co-Founder at Engagio

Alex Cheeseman – @mralexcheeseman
Head of International Strategy at NewsCred

Todd Wheatland – @ToddWheatland
Global Head of Strategy at King Content

Ekaterina Walter – @Ekaterina
Global Evangelist at Sprinklr, Author

C.C. Chapman – @cc_chapman
Marketing Consultant, Author, Photographer

Brian Clark – @brianclark
Founder and CEO of Rainmaker Digital

Neal Patel – @neilpatel
Head of Human/Social Dynamics at Google

Chris Brogan – @chrisbrogan
CEO at Owner Media Group, Author

Sonia Simone – @soniasimone
Founding Partner and Chief Content Officer Copyblogger Media

Darren Rowse – @problogger
Blogger, Speaker, Author, Podcaster and Online Entrepreneur

Jonny Rose – @98rosjon
Head of Content at idio

Shane Snow – @shanesnow
Journalist, geek, author and Co-Founder of Contently

Maria Pergolino – @InboundMarketer
Senior Vice President, Marketing at Apttus

Kristi Hines – @kikolani
Freelance writer

Matt Heinz – @HeinzMarketing
President at Heinz Marketing 

Justin Gray – @Jgraymatter
CEO at LeadMD, CMO at PaidSuite and Partner at Greyson Organics

Chad Pollitt – @ChadPollitt
Co-Founder, VP of Audience at Relevance, Author, Adjunct Professor

Congratulations to this fine group of content marketers for being named by LinkedIn as “Sophisticated Content Marketing Thought Leaders to Follow”.

Of course this list could be 100+ by adding content marketing smarties like Rebecca Lieb, Mark Schaefer, Carla Johnson, Jay Baer, Amanda Maksymiw, Carlos Abler, Amy Higgins, Tim Washer, Jeannine Rossignol, Ruth Stevens, Carlos Hidalgo, Albert Jan Huisman, Ahava Leibtag, David Beebe, Amanda Todorovich, Rand Fishkin, Marcus Sheridan, Arnie Kuenn, Scott Abel, Chris Moody, Adele Revella, Jesse Noyes, Julie Fleischer to name a few

Which additional content marketers would you add to the list?

Be sure to check out the full 108 page ebook, Sophisticated Marketer’s Guide to Content Marketing for 2016 here:

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