B2B Marketing News: Biggest B2B Differentiators Study, Facebook Buys Giphy, LinkedIn Prepares Stories, & Facebook’s New Video Chat

2020 May 22 MarketingCharts Chart

2020 May 22 MarketingCharts Chart

B2B Decision-Maker Survey: COVID-19’s Impact on Marketing, Buying, and Sales
65 percent of enterprise B2B buyers now view online interactions as being more important than traditional vendor conversations, one of several findings of interest to digital marketers contained in newly-released U.S. B2B pandemic response survey data. MarketingProfs

Facebook just bought Giphy
Facebook has acquired popular animated GIF image platform Giphy in a $400 million move that will likely bring deeper integration with both Facebook-owned Instagram and its messaging features, the social media giant announced.Engadget

LinkedIn Stories Is Almost Here: Will It Reinvent the B2B Social Media Landscape?
LinkedIn (client) has tested its variation of the popular ephemeral stories format. When rolled out to the Microsoft-owned platform’s 690 million users, LinkedIn Stories would bring B2B marketers on the platform a new digital storytelling tool option. MarketingProfs

Brand Awareness is Top of Mind in Email Signature Marketing
82 percent of marketers seek brand awareness from email signature marketing, topping the list of objectives in recently-released survey data, which also showed that 48 percent look to drive website traffic via email, while just 19 percent are looking for customer retention, the survey found. MarketingCharts

Google is auditioning candidates to succeed the third-party cookie
With the use of traditional Web tracking cookies largely being abandoned, Google has continued its testing of the firm’s recently-announced Privacy Sandbox alternative, which still works with the ad auction format, the search giant announced. Digiday

ANA Report Finds Most Marketers Have Supplier ‘Diversity’ Programs, About Half Impact Marketing/Ad Services
While some 75 percent of marketing firms incorporate supplier diversity initiatives, just 40 percent is specifically for advertising services, one of several findings of interest to digital marketers in recently-released report data from the Association of National Advertisers (ANA). MediaPost

2020 May 22 Statistics Image

Facebook’s ‘Messenger Rooms’ Multi-Participant Video Chat Option is Now Available to All
Facebook has launched its Messenger Rooms video messaging feature with a global release that includes up to 50 video participants and the ability to drop in via Facebook’s feed, the firm recently announced. Social Media Today

Reddit overhauls ad sales, with a new boss from Pinterest
Reddit has tapped a former Pinterest and Google advertising leader in a new move aimed at bringing more brand advertising activity to the platform, a shift that has also seen the firm restructuring its sales team to adjust to changes brought by the global health crisis. Digiday

Pandemic Sentiment Shifts From ‘Acute’ To ‘Transitory,’ Here’s What Consumers Want From Brands
Some 56 percent of global consumers say that they now approve of brands advertising primarily as normal, according to recently-released survey data of interest to online marketers. 10 percent of respondents, however, said that they somewhat disapprove of brands returning to normal advertising, while 5 percent strongly disapprove, the survey noted.MediaPost

Marketers at B2B Firms Tout the Value of Social Media
37 percent of B2B decision-makers see a brand’s social media presence as the biggest online differentiator, according to newly-release survey data, followed by the digital experience and self-service options both at 33 percent, and content marketing and community involvement, both at 31 percent. MarketingCharts

ON THE LIGHTER SIDE:

2020 May 22 Marketoonist Comic

A lighthearted look at “communicating in a crisis” by Marketoonist Tom Fishburne — Marketoonist

Freelancer Channels Inner Don Draper to Write $15 Blog for Used Car Dealership — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — 25 Best Digital Marketing Blogs You Need to Follow in 2020 — Better Business Tools
  • Lee Odden — Marketing Through Uncertain Times: Insights From 15 Experts [PDF] — InsightBrief
  • Lee Odden — 20 Marketing Experts on Content that Helps Sales Reps Sell – Part 1 — Modus
  • Lee Odden — 20 Marketing Experts on Content that Helps Sales Reps Sell – Part 2 — Modus
  • Lee Odden and TopRank Marketing — The Definitive List of 2020 Content Marketing Predictions and Other Goodies — UpScribed
  • Lee Odden — Social Media in Times of Social Distancing Planable Webinar [VIDEO] — Planable
  • TopRank Marketing — 20 Clever Link Building Techniques to Earn High-Quality Backlinks — Kevin Payne
  • Lee Odden — 6 Engaging Webinar Formats to Create More Compelling Content — TwentyThree
  • TopRank Marketing — 25 Best Digital Marketing Blogs You Need to Follow in 2020 — Better Business Tools

Have you found your own top B2B content marketing or digital advertising stories from the past week of news? Please let us know in the comments below.

Thanks for joining us this week, and we hope you’ll return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


Source: SEO blog

B2B Marketing News: Biggest B2B Differentiators Study, Facebook Buys Giphy, LinkedIn Prepares Stories, & Facebook’s New Video Chat

2020 May 22 MarketingCharts Chart

B2B Decision-Maker Survey: COVID-19’s Impact on Marketing, Buying, and Sales
65 percent of enterprise B2B buyers now view online interactions as being more important than traditional vendor conversations, one of several findings of interest to digital marketers contained in newly-released U.S. B2B pandemic response survey data. MarketingProfs

Facebook just bought Giphy
Facebook has acquired popular animated GIF image platform Giphy in a $400 million move that will likely bring deeper integration with both Facebook-owned Instagram and its messaging features, the social media giant announced.Engadget

LinkedIn Stories Is Almost Here: Will It Reinvent the B2B Social Media Landscape?
LinkedIn (client) has tested its variation of the popular ephemeral stories format. When rolled out to the Microsoft-owned platform’s 690 million users, LinkedIn Stories would bring B2B marketers on the platform a new digital storytelling tool option. MarketingProfs

Brand Awareness is Top of Mind in Email Signature Marketing
82 percent of marketers seek brand awareness from email signature marketing, topping the list of objectives in recently-released survey data, which also showed that 48 percent look to drive website traffic via email, while just 19 percent are looking for customer retention, the survey found. MarketingCharts

Google is auditioning candidates to succeed the third-party cookie
With the use of traditional Web tracking cookies largely being abandoned, Google has continued its testing of the firm’s recently-announced Privacy Sandbox alternative, which still works with the ad auction format, the search giant announced. Digiday

ANA Report Finds Most Marketers Have Supplier ‘Diversity’ Programs, About Half Impact Marketing/Ad Services
While some 75 percent of marketing firms incorporate supplier diversity initiatives, just 40 percent is specifically for advertising services, one of several findings of interest to digital marketers in recently-released report data from the Association of National Advertisers (ANA). MediaPost

2020 May 22 Statistics Image

Facebook’s ‘Messenger Rooms’ Multi-Participant Video Chat Option is Now Available to All
Facebook has launched its Messenger Rooms video messaging feature with a global release that includes up to 50 video participants and the ability to drop in via Facebook’s feed, the firm recently announced. Social Media Today

Reddit overhauls ad sales, with a new boss from Pinterest
Reddit has tapped a former Pinterest and Google advertising leader in a new move aimed at bringing more brand advertising activity to the platform, a shift that has also seen the firm restructuring its sales team to adjust to changes brought by the global health crisis. Digiday

Pandemic Sentiment Shifts From ‘Acute’ To ‘Transitory,’ Here’s What Consumers Want From Brands
Some 56 percent of global consumers say that they now approve of brands advertising primarily as normal, according to recently-released survey data of interest to online marketers. 10 percent of respondents, however, said that they somewhat disapprove of brands returning to normal advertising, while 5 percent strongly disapprove, the survey noted.MediaPost

Marketers at B2B Firms Tout the Value of Social Media
37 percent of B2B decision-makers see a brand’s social media presence as the biggest online differentiator, according to newly-release survey data, followed by the digital experience and self-service options both at 33 percent, and content marketing and community involvement, both at 31 percent. MarketingCharts

ON THE LIGHTER SIDE:

2020 May 22 Marketoonist Comic

A lighthearted look at “communicating in a crisis” by Marketoonist Tom Fishburne — Marketoonist

Freelancer Channels Inner Don Draper to Write $15 Blog for Used Car Dealership — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — 25 Best Digital Marketing Blogs You Need to Follow in 2020 — Better Business Tools
  • Lee Odden — Marketing Through Uncertain Times: Insights From 15 Experts [PDF] — InsightBrief
  • Lee Odden — 20 Marketing Experts on Content that Helps Sales Reps Sell – Part 1 — Modus
  • Lee Odden — 20 Marketing Experts on Content that Helps Sales Reps Sell – Part 2 — Modus
  • Lee Odden and TopRank Marketing — The Definitive List of 2020 Content Marketing Predictions and Other Goodies — UpScribed
  • Lee Odden — Social Media in Times of Social Distancing Planable Webinar [VIDEO] — Planable
  • TopRank Marketing — 20 Clever Link Building Techniques to Earn High-Quality Backlinks — Kevin Payne
  • Lee Odden — 6 Engaging Webinar Formats to Create More Compelling Content — TwentyThree
  • TopRank Marketing — 25 Best Digital Marketing Blogs You Need to Follow in 2020 — Better Business Tools

Have you found your own top B2B content marketing or digital advertising stories from the past week of news? Please let us know in the comments below.

Thanks for joining us this week, and we hope you’ll return again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

5 Common Objections to SEO (& How to Respond) – Best of Whiteboard Friday

With marketing budgets taking a hit under the economic strain of COVID-19, advocating for the value SEO can bring to a struggling business is a new take on an old battle. This popular Whiteboard Friday episode by Kameron Jenkins covers five common objections you’ll hear to SEO and how to counter them with smart, researched, fact-based responses — an important skill to brush up on now more than ever.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hey, everybody. Welcome to this week’s edition of Whiteboard Friday. My name is Kameron Jenkins, and today we’re going to be going through five common objections to SEO and how to respond. Now I know, if you’re watching this and you’re an SEO, you have faced some of these very objections before and probably a lot of others.

This is not an exhaustive list. I’m sure you’ve faced a ton of other objections, whether you’re talking to a potential client, maybe you’re talking to your friend or your family member. A lot of people have misunderstandings about SEO and that causes them to object to wanting to invest in it. So I thought I’d go through some of the ones that I hear the most and how I tend to respond in those situations. Hopefully, you’ll find that helpful.

1. “[Other channel] drives more traffic/conversions, so it’s better.”

Let’s dive in. The number one objection I hear a lot of the time is this other channel, whether that be PPC, social, whatever, drives more traffic or conversions, therefore it’s better than SEO. I want to respond a few different ways depending. 

Success follows investment

So the number one thing I would usually say is that don’t forget that success follows investment.

So if you are investing a lot of time and money and talent into your PPC or social and you’re not really doing much with organic, you’re kind of just letting it go, usually that means, yeah, that other channel is going to be a lot more successful. So just keep that in mind. It’s not inherently successful or not. It kind of reflects the effort you’re putting into it.

Every channel serves a different purpose

Number two, I would say that every channel serves a different purpose. You’re not going to expect social media to drive conversions a lot of the time, because a lot of the time social is for engagement. It’s for more top of the funnel. It’s for more audience development. SEO, a lot of the time that lives at your top and mid-funnel efforts. It can convert, but not always.

So just keep that in mind. Every channel serves a different purpose. 

Assists vs last click only

The last thing I would say, kind of dovetailing off of that, is that assists versus last click only I know is a debate when it comes to attribution. But just keep in mind that when SEO and organic search doesn’t convert as the last click before conversion, it still usually assists in the process. So look at your assisted conversions and see how SEO is contributing.

2. “SEO is dead because the SERPs are full of ads.”



The number two objection I usually hear is SEO is dead because the SERPs are full of ads. To that, I would respond with a question. 

What SERPs are you looking at? 

It really depends on what you’re querying. If you’re only looking at those bottom funnel, high cost per click, your money keywords, absolutely those are monetized.

Those are going to be heavily monetized, because those are at the bottom of the funnel. So if you’re only ever looking at that, you might be pessimistic when it comes to your SEO. You might not be thinking that SEO has any kind of value, because organic search, those organic results are pushed down really low when you’re looking at those bottom funnel terms. So I think these two pieces of research are really interesting to look at in tandem when it comes to a response to this question.

I think this was put out sometime last year by Varn Research, and it said that 60% of people, when they see ads on the search results, they don’t even recognize that they’re ads. That’s actually probably higher now that Google changed it from green to black and it kind of blends in a little bit better with the rest of it. But then this data from Jumpshot says that only about 2% to 3% of all search clicks go to PPC.

So how can these things coexist? Well, they can coexist because the vast majority of searches don’t trigger ads. A lot more searches are informational and navigational more so than commercial. 

People research before buying

So just keep in mind that people are doing a lot of research before buying.

A lot of times they’re looking to learn more information. They’re looking to compare. Keep in mind your buyer’s entire journey, their entire funnel and focus on that. Don’t just focus on the bottom of the funnel, because you will get discouraged when it comes to SEO if you’re only looking there. 

Better together

Also, they’re just better together. There are a lot of studies that show that PPC and SEO are more effective when they’re both shown on the search results together for a single company.

I’m thinking of one by Seer, they did right now, that showed the CTR is higher for both when they’re on the page together. So just keep that in mind. 

3. “Organic drives traffic, just not the right kind.”

The number three objection I hear a lot is that organic drives traffic, just not the right kind of traffic. People usually mean a few different things when they say that. 

Branded vs non-branded

Number one, they could mean that organic drives traffic, but it’s usually just branded traffic anyway.

It’s just people who know about us already, and they’re searching our business name and they’re finding us. That could be true. But again, that’s probably because you’re not investing in SEO, not because SEO is not valuable. I would also say that a lot of times this is pretty easily debunked. A lot of times inadvertently people are ranking for non-branded terms that they didn’t even know they were ranking for.

So go into Google Search Console, look at their non-branded queries and see what’s driving impressions and clicks to the website. 

Assists are important too

Number two, again, just to say this one more time, assists are important too. They play a part in the eventual conversion or purchase. So even if organic drives traffic that doesn’t convert as the last click before conversion, it still usually plays a role.

It can be highly qualified

Number three, it can be highly qualified. Again, this is that following the investment thing. If you are actually paying attention to your audience, you know the ways they search, how they search, what terms they search for, what’s important to your brand, then you can bring in really highly qualified traffic that’s more inclined to convert if you’re paying attention and being strategic with your SEO.

4. “SEO takes too long”

Moving on to number four, that objection I hear is SEO takes too long. That’s honestly one of the most common objections you hear about SEO. 

SEO is not a growth hack

In response to that, I would say it’s not a growth hack. A lot of people who are really antsy about SEO and like “why isn’t it working right now” are really looking for those instant results.

They want a tactic they can sprinkle on their website for instant whatever they want. Usually it’s conversions and revenue and growth. I would say it’s not a growth hack. If you’re looking at it that way, it’s going to disappoint you. 

Methodology + time = growth

But I will say that SEO is more methodology than tactic. It’s something that should be ingrained and embedded into everything you do so that over time, when it’s baked into everything you’re doing, you’re going to achieve sustained growth.

So that’s how I respond to that one. 

5. “You can’t measure the ROI.”

Number five, the last one and probably one of the most frustrating, I’m sure this is not exclusive to SEO. I know social hears it a lot. You can’t measure the ROI, therefore I don’t want to invest in it, because I don’t have proof that I’m getting a return on this investment. So people kind of tend to mean, I think, two things when they say this.

A) Predicting ROI

Number one, they really want to be able to predict ROI before they even dive in. They want assurances that if I invest in this, I’m going to get X in return, which there are a lot of, I think, problems with that inherently, but there are some ways you can get close to gauging what you’re going to get for your efforts. So what I would do in this situation is use your own website’s data to build yourself a click-through rate curve so that you know the click-through rate at your various rank positions.

By knowing that and combining that with the search volume of a keyword or a phrase that you want to go after, you can multiply the two and just say, “Hey, here’s the expected traffic we will get if you will let me work on improving our rank position from 9 to 2 or 1” or whatever that is. So there are ways to estimate and get close.

A lot of times, when you do improve, you’re focusing on improving one term, you’re likely going to get a lot more traffic than what you’re estimating because you tend to end up ranking for so many more longer tail keywords that bring in a lot of additional search volume. So you’re probably going to even underestimate when you do this. But that’s one way you can predict ROI. 

B) Measuring ROI



Number two here, measuring ROI is a lot of times what people want to be doing.

They want to be able to prove that what they’re doing is beneficial in terms of revenue. So one way to do this is to get the lifetime value of the customer, multiply that by the close rate so that you can have a goal value. Now if you turn on your conversions and set up your goals in Google Analytics, which you I think should be doing, this assumes that you’re not an e-commerce site.

There’s different tracking for that, but a similar type of methodology applies. If you apply these things, you can have a goal value. So that way, when people convert on your site, you start to rack up the actual dollar value, the estimated dollar value that whatever channel is producing. So you can go to your source/medium report and see Google organic and see how many conversions it’s producing and how much value.

This same thing applies if you go to your assisted conversions report. You can see how much value is in there as well. I think that’s really beneficial just to be able to show people like, “Look, it is generating revenue.My SEO that’s getting you organic search traffic is generating value and real dollars and cents for you.” So those are some of the most common objections that I hear.

I want to know what are some of the ones that you hear too. So pop those in the comments. Let me know the objections you hear a lot of the time and include how you’re either struggling to respond or find the right response to people or something that you found works as a response. Share that with us. We’d all love to know. Let’s make SEO better and something that people understand a lot better. So that’s it for this week’s Whiteboard Friday.

Come back again next week for another one.

Video transcription by Speechpad.com