April 20th, 2015
Author: Catherine Brasch
#ICYMI: Google wants you to get mobile friendly and LinkedIn launches Lead Accelerator

ICYMI - April 20 2015

In this week’s #ICYMI we look at the latest updates from Google and LinkedIn that will affect your business.

Google is giving businesses until April 21st to become mobile friendly.

On April 21st Google will be updating its search algorithm to consider mobile-friendliness as a ranking factor in Google search results. This change will affect mobile searches in all languages worldwide and will have a significant impact on Google’s search results.

This means mobile users will find it easier to receive search results that are optimized for their devices. If your business’ website isn’t optimized for mobile devices, Google’s update could hinder you.

If your website isn’t optimized you could already be losing mobile visitors. You can conduct a mobile- friendly test through Google to see if your business is prepared ahead of the April 21st deadline, and read our post on preparing for a mobile-first world here.

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May 23rd, 2014
Author: Jennifer Rideout
Why it’s time to align online marketing and sales, and the surprising stat you didn’t know

b2b marketing

If we go back 60 years, salesmen were responsible for the majority of a company’s sales (save those generated from advertising). Literally men travelled door to door selling products, speaking directly with consumers.

Not anymore. The reality is that today, nearly 60 per cent of B2B purchasing decisions are already made before customers contact your company, as recently revealed by the Corporate Executive Board (CEB).

The tide has turned, and the way customers move through the buying cycle has evolved to a ‘self-service’ model to research and decide for themselves whether they want to purchase before speaking with anyone. Read More

 
May 22nd, 2013
Author: Jennifer Rideout
7 steps to social media listening success
Social media listening

Social media listening as a foundation for your social strategy

It’s true. Listening is the most important part of your social strategy. Social media listening is even more important than the content creation. So far, we’ve talked about the quality of followers being more important than the number of followers and provided a step-by-step process for identifying the right social media platforms for your brand. If you’re a B2B communications pro, you have your social media objectives laid out, have planned your launch and have your team in place.

But now what?

Now it’s time to listen. Simply put, listening should drive your B2B social media strategy. Here are few reasons;  listening will tell you when your customers and partners are upset; listening will tell you when your audience has unanswered questions about your product; listening will let you know how customers feel about your brand; and listening will even tell you when there’s a sales opportunity. If you aren’t listening to your audiences, how do you know what they want?   Read More

 
February 11th, 2013
Author: Jennifer Rideout
How to determine which social media platforms are right for your brand

how to choose the right social media platform

In my first blog I discussed the fallacy of followers – the focus on the volume of followers, fans and friends a brand has across social platforms rather than on who those followers are – and outlined a strategy every B2B brand can follow to cultivate quality followers.

But let’s take a step back. What if your brand isn’t on any social platforms yet? B2B brands are moving – in droves – to social platforms, but how do you know which of the (seemingly) endless networks, forums and communities are right for your brand?

In short, you don’t.  Many brands have leapt into the social sphere believing it another mass-communication vehicle for one-way messages.  It’s not, and in order to cultivate the right followers – and by extension, grow your brand – every B2B needs to take a strategic look at which platforms are right for them.  And it starts with determining your social media objectives.

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