Best Of Social Media Marketing: Fuel Your 2021 With Our Top 10 SMM Posts

Business professionals around table from above image.

In 2020 B2B marketers continued to find new and creative uses of social media marketing during a pandemic year unlike any other, and we’ve been fortunate to feature many excellent articles on our blog over the year that explore how marketers are pushing social media marketing to fuel new levels of success.

We’re lucky to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog — which will celebrate its 18th year in 2021 — including our CEO Lee Odden, Joshua Nite, Elizabeth Williams, Anne Leuman, Nick Nelson, Debbie Friez, Birdie Zepeda, the author of this post, and Alexis Hall, among others.

The insight and expertise our team has acquired helping some of the top brands in the world including 3M, Adobe, SAP, LinkedIn, and Oracle plan, implement and measure a variety of marketing programs has often made it here to our blog. To help our blog community grow their social media marketing knowledge, we’re delighted to offer our annual list of the most popular social media marketing posts of 2020.

The social media marketing posts that proved to be our most popular of 2020 based on web analytics and social media data are listed below. We hope that they will help you ask the right questions and provide best-answer solutions to some of the most important challenges we’ll all be facing anew in 2021.

We give many thanks to all of our blog authors for their work in advocating social media marketing best practices, and especially to our dedicated readers for continuing to make the TopRank Marketing blog a go-to B2B marketing resource.

Our Most Popular Social Media Marketing Posts in 2020:

1. Social Media Polls For Marketers: 6 B2B Brands Winning With LinkedIn Polls Lane R. Ellis

Smiling business-woman at computer image.

Data from social media polls shows what customers are thinking about when it comes to a variety of important subjects, and in the most popular social media marketing post of 2020 on our blog, I took a look at how B2B brands Microsoft, Olive Communications UK, Redis Labs, LinkedIn News, Dell, and RateLinx are winning with LinkedIn polls.

Polls offer a unique two-for-one value for B2B marketers, providing quality feedback on what customers want while also offering brands a powerful interactive social media marketing element.

This post examines the year’s changes in online polls, and gives examines of how B2B marketers and brands are using social media polls in innovative ways, including six B2B brands winning with LinkedIn polls.

You can check out all of my posts here, and follow me on Twitter and LinkedIn.

“Poll data shows what marketers are thinking about when it comes to a variety of important subjects, ranging from everyday tasks to far-reaching future trends.” — Lane R. Ellis @lanerellis Click To Tweet

2. Get Ready For Video In 2021: Watch 5 Creative Examples of B2B Marketing on YouTube — Lane R. Ellis

Smiling man against a creative colorful background image.

In our second most popular social media marketing post of the year, I share the latest from YouTube, and how B2B marketers are using the video platform to power creative and engaging campaigns.

Taking a look at YouTube Shorts and other features adding in 2020, we also share five creative examples of successful B2B marketing on the platform from:

  • HP
  • Adobe*
  • Constant Contact
  • Deloitte
  • Ernst & Young

“YouTube’s orbit casts a wide swath in the B2B marketing universe, and 64 percent of B2B buyers have increased their use of online video during the pandemic.” — Lane R. Ellis @lanerellis Click To Tweet

3. 32 Top Social Media Marketing Influencers To Follow — Lane R. Ellis

32 Top Social Media Marketing Influencers To Follow

With a powerful group of 32 top social media marketing professionals to follow and learn from, our third most popular social media marketing article highlights how the SMM industry is bursting with innovative B2B marketing professionals — people who push the boundaries of existing social platforms, embrace new ones, and ditch low-performers.

We’ve put together a list of 32 top social media marketers that includes a number of fantastic folks who may not already be on your Twitter “following” list, in addition to some industry stalwarts who those new to social media marketing would be wise to follow and learn from.

We’ve also added a quote, tip, or short lesson from each of these 32 subject matter experts, to help inspire your own social media marketing efforts.

“With unprecedented targeting via the social media platforms, it is essential brands and media companies not take a one size fits all approach with their social video strategy.” — Caitlin Angeloff @caitlinangeloff Click To Tweet

4. 5 Things to Know About Building Trust in the Age of Social Media — Nick Nelson

Man Looking at Tablet Amid Storm

In the fourth most popular social media marketing post of 2020, our content marketing manager Nick Nelson shares five items to help build trust in the age of social media.

Nick also explores the roles that trust and transparency play in developing an effective B2B social media strategy during this unprecedented time, along with examining how brands can best reach the crucial objective of trust-building using social media today.

You can check out all of Nick’s posts here, and follow him on Twitter and LinkedIn.

“The worst stand any brand can take is standing still.” @NickNelsonMN #SocialMediaMarketing #PurposeDriven #B2B Click To Tweet

5. Active Social Media Listening: Tips for a New Era of COVID-19 — Debbie Friez

Active social media listening

Now is the time to listen beyond your basic brand searches, and in our fifth most popular social media marketing post of the year, our influencer marketing strategist Debbie Friez helps you dive into the many insights B2B marketers can gain from social media listening, along with tips for better social marketing during times of crisis.

Debbie shares insight from Meltwater’s Lance Concannon, Brandwatch’s Joshua Boyd, Sprout Social’s Kristin Johnson, Sprinklr’s Ragy Thomas, and other subject matter experts.

Social media listening requires marketers to move beyond monitoring to analyzing the full situation, which can often be a moving target, and Debbie takes a close look in this insightful piece.

You can check out all of Debbie’s posts here, and follow her on Twitter and LinkedIn.

“Social listening tools move beyond the top level of monitoring and help hone your strategy with deeper insights into the sentiment, regional differences, and understanding of the conversation.” — Debbie Friez @dfriez Click To Tweet

6. 10 Fresh Social Media Marketing Tools To Boost Brand Storytelling — Lane R. Ellis

Man’s hands working with tools.

Have you tried all 10 of these fresh social media marketing tools? In our sixth most popular post of the year, I show how to refine and expand your brand storytelling with 10 of the year’s latest social media tools.

Sifting through tens of thousands of available tools can be a hit and miss proposition, but these 10 fresh marketing tools let you skip most of the research queue and get right into useful tools for helping you tell marketing stories in new ways through social media.

Learn from our collection of 10 fresh tools to boost your social media marketing experiences, including image and video manipulation tools, headline analysis utilities, social media monitoring apps, and more.

“Sifting through thousands of available tools can be a hit and miss proposition, making reviews and vetted lists of truly useful utilities more useful than ever for helping you tell marketing stories in new ways.” @lanerellis Click To Tweet

7. 8 Things B2B Marketers Need To Know About Reddit in 2021 — Lane R. Ellis

Professional business-woman smiling image.

In our seventh most popular social media marketing post of the year, I take a look at whether B2B marketers should be using Reddit, and share eight things B2B marketers need to know, including how businesses are using it, the latest news from the social media platform, and why more firms than ever will be using it in 2021 and beyond.

We also take a look at just how effective Reddit is for advertising and organic marketing communication, and dig in to some of the top tips and advice for B2B marketers new to Reddit or those looking to expand their presence on the social media platform.

While Reddit may no longer be the wild west for B2B marketers, incorporating it into your strategy doesn’t have to be a shootout at high noon if you take to heart the information explored in this article.

“Reddit has also been a popular platform for hosting ask-me-anything (AMA) events, which can be a good way for B2B firms to begin utilizing the service if the interviewee is especially relevant to a particular topic.” @lanerellis Click To Tweet

8. Our 10 Top Social Media Marketing Posts of 2019 — Lane R. Ellis

Top Social Media Marketing Posts of 2019 Image

In our eighth most popular social media marketing article of the year, I examine some of the writing that resonated with B2B marketers over the year, offering a variety of approaches to social media marketing success.

From top-notch B2B marketers to follow lists, under-the-radar LinkedIn* features, social media statistics to the subtleties of Twitter lists and B2B social video, these practical and helpful posts offer a glimpse at many aspects of successful social strategy.

“It’s clear that B2B social media marketing is strong and growing stronger, and it’s also apparent that direction and guidance in where to focus your B2B social efforts is needed now more than ever.” @lanerellis Click To Tweet

9. 5 Ways to Make Brand Social Media Profiles More Compelling — Joshua Nite

Optimize Brand Social Media Profiles

In our ninth most-popular B2B social media marketing post of the year, our senior content marketing manager Joshua Nite shares five ways to make brand social media profiles more compelling.

“Brands have never had such rich opportunities to interact with customers and potential customers. They’ve never been able to so easily display what the brand is about, what it stands for, and how it can bring value to people,” Josh noted in this insightful and popular piece, in which he shows how savvy B2B marketers can:

  • Ditch the Corporate-Speak
  • Eliminate Problematic Language
  • Say Why You’re Here
  • Focus on What You Do for Your Audience
  • Include a Call to Action

You can check out all of Josh’s posts here, and follow him on Twitter and LinkedIn.

“There’s still a real possibility to engage with your audience on social, start conversations, and build relationships. And it all starts with making sure your profile invites people in and gives them a next step to take.” @NiteWrites Click To Tweet

10. 5 Case Studies on How to Optimize B2B Influencer Engagement on LinkedIn — Lee Odden

LinkedIn Influencer Engagement

How are B2B brands successfully working with influencers to achieve marketing goals using professional social media platform LinkedIn? In the tenth most popular social media marketing article of the year, our CEO Lee Odden shares five helpful case studies showing how to successfully engage B2B influencers on LinkedIn.

“While there are robust opportunities to connect with potential customers on LinkedIn, the platform is busier than ever, making it hard to stand out,” Lee noted. “There are also challenges in terms of reduced organic visibility and the trend towards distrust of sales outreach and what brands publish directly. With so much information, many buyers are suffering what I call Content Attention Deficit,” Lee explained — a deficit he explores in detail in this insight-filled article.

You can check out all of Lee’s 2,600+ posts here, and follow him on Twitter and LinkedIn.

“Before you get started with B2B influencer engagement on LinkedIn, it’s essential that you have a documented influencer marketing strategy.” — Lee Odden @LeeOdden Click To Tweet

Thanks TopRank Marketing Writers & Readers

There you have it — an especially strong array of our 10 most popular social media marketing posts from the particularly unusual year of 2020.

Additionally, we publish several social media influencer lists every year, and we wanted to share them here as a helpful way to find and follow some of the leading digital marketing influencers:

Another helpful resource for B2B marketers to learn about crafting a successful B2B influencer marketing program is our recently-launched Inside Influence series, featuring interviews with top industry experts such as the latest episode with Marshall Kirkpatrick of Sprinklr.

We published dozens of posts this year specifically about social media marketing, a tradition we’ll continue in 2021, so stay tuned.

Please let us know which social media marketing topics and ideas you’d like to see us focus on for 2021 — we’d love to hear your suggestions.

Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.

*Dell, RateLinx, Adobe, and LinkedIn are TopRank Marketing clients.

Best Of Social Media Marketing: Fuel Your 2021 With Our Top 10 SMM Posts

Business professionals around table from above image.

Business professionals around table from above image.

In 2020 B2B marketers continued to find new and creative uses of social media marketing during a pandemic year unlike any other, and we’ve been fortunate to feature many excellent articles on our blog over the year that explore how marketers are pushing social media marketing to fuel new levels of success.

We’re lucky to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog — which will celebrate its 18th year in 2021 — including our CEO Lee Odden, Joshua Nite, Elizabeth Williams, Anne Leuman, Nick Nelson, Debbie Friez, Birdie Zepeda, the author of this post, and Alexis Hall, among others.

The insight and expertise our team has acquired helping some of the top brands in the world including 3M, Adobe, SAP, LinkedIn, and Oracle plan, implement and measure a variety of marketing programs has often made it here to our blog. To help our blog community grow their social media marketing knowledge, we’re delighted to offer our annual list of the most popular social media marketing posts of 2020.

The social media marketing posts that proved to be our most popular of 2020 based on web analytics and social media data are listed below. We hope that they will help you ask the right questions and provide best-answer solutions to some of the most important challenges we’ll all be facing anew in 2021.

We give many thanks to all of our blog authors for their work in advocating social media marketing best practices, and especially to our dedicated readers for continuing to make the TopRank Marketing blog a go-to B2B marketing resource.

Our Most Popular Social Media Marketing Posts in 2020:

1. Social Media Polls For Marketers: 6 B2B Brands Winning With LinkedIn Polls Lane R. Ellis

Smiling business-woman at computer image.

Data from social media polls shows what customers are thinking about when it comes to a variety of important subjects, and in the most popular social media marketing post of 2020 on our blog, I took a look at how B2B brands Microsoft, Olive Communications UK, Redis Labs, LinkedIn News, Dell, and RateLinx are winning with LinkedIn polls.

Polls offer a unique two-for-one value for B2B marketers, providing quality feedback on what customers want while also offering brands a powerful interactive social media marketing element.

This post examines the year’s changes in online polls, and gives examines of how B2B marketers and brands are using social media polls in innovative ways, including six B2B brands winning with LinkedIn polls.

You can check out all of my posts here, and follow me on Twitter and LinkedIn.

[bctt tweet=”“Poll data shows what marketers are thinking about when it comes to a variety of important subjects, ranging from everyday tasks to far-reaching future trends.” — Lane R. Ellis @lanerellis” username=”toprank”]

2. Get Ready For Video In 2021: Watch 5 Creative Examples of B2B Marketing on YouTube — Lane R. Ellis

Smiling man against a creative colorful background image.

In our second most popular social media marketing post of the year, I share the latest from YouTube, and how B2B marketers are using the video platform to power creative and engaging campaigns.

Taking a look at YouTube Shorts and other features adding in 2020, we also share five creative examples of successful B2B marketing on the platform from:

  • HP
  • Adobe*
  • Constant Contact
  • Deloitte
  • Ernst & Young

[bctt tweet=”“YouTube’s orbit casts a wide swath in the B2B marketing universe, and 64 percent of B2B buyers have increased their use of online video during the pandemic.” — Lane R. Ellis @lanerellis” username=”toprank”]

3. 32 Top Social Media Marketing Influencers To Follow — Lane R. Ellis

32 Top Social Media Marketing Influencers To Follow

With a powerful group of 32 top social media marketing professionals to follow and learn from, our third most popular social media marketing article highlights how the SMM industry is bursting with innovative B2B marketing professionals — people who push the boundaries of existing social platforms, embrace new ones, and ditch low-performers.

We’ve put together a list of 32 top social media marketers that includes a number of fantastic folks who may not already be on your Twitter “following” list, in addition to some industry stalwarts who those new to social media marketing would be wise to follow and learn from.

We’ve also added a quote, tip, or short lesson from each of these 32 subject matter experts, to help inspire your own social media marketing efforts.

[bctt tweet=”“With unprecedented targeting via the social media platforms, it is essential brands and media companies not take a one size fits all approach with their social video strategy.” — Caitlin Angeloff @caitlinangeloff” username=”toprank”]

4. 5 Things to Know About Building Trust in the Age of Social Media — Nick Nelson

Man Looking at Tablet Amid Storm

In the fourth most popular social media marketing post of 2020, our content marketing manager Nick Nelson shares five items to help build trust in the age of social media.

Nick also explores the roles that trust and transparency play in developing an effective B2B social media strategy during this unprecedented time, along with examining how brands can best reach the crucial objective of trust-building using social media today.

You can check out all of Nick’s posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=”“The worst stand any brand can take is standing still.” @NickNelsonMN #SocialMediaMarketing #PurposeDriven #B2B” username=”toprank”]

5. Active Social Media Listening: Tips for a New Era of COVID-19 — Debbie Friez

Active social media listening

Now is the time to listen beyond your basic brand searches, and in our fifth most popular social media marketing post of the year, our influencer marketing strategist Debbie Friez helps you dive into the many insights B2B marketers can gain from social media listening, along with tips for better social marketing during times of crisis.

Debbie shares insight from Meltwater’s Lance Concannon, Brandwatch’s Joshua Boyd, Sprout Social’s Kristin Johnson, Sprinklr’s Ragy Thomas, and other subject matter experts.

Social media listening requires marketers to move beyond monitoring to analyzing the full situation, which can often be a moving target, and Debbie takes a close look in this insightful piece.

You can check out all of Debbie’s posts here, and follow her on Twitter and LinkedIn.

[bctt tweet=”“Social listening tools move beyond the top level of monitoring and help hone your strategy with deeper insights into the sentiment, regional differences, and understanding of the conversation.” — Debbie Friez @dfriez” username=”toprank”]

6. 10 Fresh Social Media Marketing Tools To Boost Brand Storytelling — Lane R. Ellis

Man’s hands working with tools.

Have you tried all 10 of these fresh social media marketing tools? In our sixth most popular post of the year, I show how to refine and expand your brand storytelling with 10 of the year’s latest social media tools.

Sifting through tens of thousands of available tools can be a hit and miss proposition, but these 10 fresh marketing tools let you skip most of the research queue and get right into useful tools for helping you tell marketing stories in new ways through social media.

Learn from our collection of 10 fresh tools to boost your social media marketing experiences, including image and video manipulation tools, headline analysis utilities, social media monitoring apps, and more.

[bctt tweet=”“Sifting through thousands of available tools can be a hit and miss proposition, making reviews and vetted lists of truly useful utilities more useful than ever for helping you tell marketing stories in new ways.” @lanerellis” username=”toprank”]

7. 8 Things B2B Marketers Need To Know About Reddit in 2021 — Lane R. Ellis

Professional business-woman smiling image.

In our seventh most popular social media marketing post of the year, I take a look at whether B2B marketers should be using Reddit, and share eight things B2B marketers need to know, including how businesses are using it, the latest news from the social media platform, and why more firms than ever will be using it in 2021 and beyond.

We also take a look at just how effective Reddit is for advertising and organic marketing communication, and dig in to some of the top tips and advice for B2B marketers new to Reddit or those looking to expand their presence on the social media platform.

While Reddit may no longer be the wild west for B2B marketers, incorporating it into your strategy doesn’t have to be a shootout at high noon if you take to heart the information explored in this article.

[bctt tweet=”“Reddit has also been a popular platform for hosting ask-me-anything (AMA) events, which can be a good way for B2B firms to begin utilizing the service if the interviewee is especially relevant to a particular topic.” @lanerellis” username=”toprank”]

8. Our 10 Top Social Media Marketing Posts of 2019 — Lane R. Ellis

Top Social Media Marketing Posts of 2019 Image

In our eighth most popular social media marketing article of the year, I examine some of the writing that resonated with B2B marketers over the year, offering a variety of approaches to social media marketing success.

From top-notch B2B marketers to follow lists, under-the-radar LinkedIn* features, social media statistics to the subtleties of Twitter lists and B2B social video, these practical and helpful posts offer a glimpse at many aspects of successful social strategy.

[bctt tweet=”“It’s clear that B2B social media marketing is strong and growing stronger, and it’s also apparent that direction and guidance in where to focus your B2B social efforts is needed now more than ever.” @lanerellis” username=”toprank”]

9. 5 Ways to Make Brand Social Media Profiles More Compelling — Joshua Nite

Optimize Brand Social Media Profiles

In our ninth most-popular B2B social media marketing post of the year, our senior content marketing manager Joshua Nite shares five ways to make brand social media profiles more compelling.

“Brands have never had such rich opportunities to interact with customers and potential customers. They’ve never been able to so easily display what the brand is about, what it stands for, and how it can bring value to people,” Josh noted in this insightful and popular piece, in which he shows how savvy B2B marketers can:

  • Ditch the Corporate-Speak
  • Eliminate Problematic Language
  • Say Why You’re Here
  • Focus on What You Do for Your Audience
  • Include a Call to Action

You can check out all of Josh’s posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=”“There’s still a real possibility to engage with your audience on social, start conversations, and build relationships. And it all starts with making sure your profile invites people in and gives them a next step to take.” @NiteWrites” username=”toprank”]

10. 5 Case Studies on How to Optimize B2B Influencer Engagement on LinkedIn — Lee Odden

LinkedIn Influencer Engagement

How are B2B brands successfully working with influencers to achieve marketing goals using professional social media platform LinkedIn? In the tenth most popular social media marketing article of the year, our CEO Lee Odden shares five helpful case studies showing how to successfully engage B2B influencers on LinkedIn.

“While there are robust opportunities to connect with potential customers on LinkedIn, the platform is busier than ever, making it hard to stand out,” Lee noted. “There are also challenges in terms of reduced organic visibility and the trend towards distrust of sales outreach and what brands publish directly. With so much information, many buyers are suffering what I call Content Attention Deficit,” Lee explained — a deficit he explores in detail in this insight-filled article.

You can check out all of Lee’s 2,600+ posts here, and follow him on Twitter and LinkedIn.

[bctt tweet=”“Before you get started with B2B influencer engagement on LinkedIn, it’s essential that you have a documented influencer marketing strategy.” — Lee Odden @LeeOdden” username=”toprank”]

Thanks TopRank Marketing Writers & Readers

There you have it — an especially strong array of our 10 most popular social media marketing posts from the particularly unusual year of 2020.

Additionally, we publish several social media influencer lists every year, and we wanted to share them here as a helpful way to find and follow some of the leading digital marketing influencers:

Another helpful resource for B2B marketers to learn about crafting a successful B2B influencer marketing program is our recently-launched Inside Influence series, featuring interviews with top industry experts such as the latest episode with Marshall Kirkpatrick of Sprinklr.

We published dozens of posts this year specifically about social media marketing, a tradition we’ll continue in 2021, so stay tuned.

Please let us know which social media marketing topics and ideas you’d like to see us focus on for 2021 — we’d love to hear your suggestions.

Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.

*Dell, RateLinx, Adobe, and LinkedIn are TopRank Marketing clients.

The post Best Of Social Media Marketing: Fuel Your 2021 With Our Top 10 SMM Posts appeared first on B2B Marketing Blog – TopRank®.


Source: SEO blog

10 Tips To Turn Your B2B Podcast Promotions Up To 11

Woman recording a podcast in a studio image.

According to the latest numbers, more people in the US have listened to a podcast than have not — and a full quarter of the population listens weekly. It seems like they’re everywhere…

We made the case for B2B podcasts in a post last year, and that case has only grown stronger. Podcasts are a great way to build an audience for your content, work with influencers, and produce cool stuff that earns attention.

Case in point: The Tech Unknown podcast for SAP* is exceeding benchmarks for downloads, and each new episode inspires more people to check out the entire archive.

Of course, the current podcast boom is a double-edged sword for new podcasts. There are more people listening than ever, but there are also more podcasts than ever. Apple reports at least 500,000, while the total number may be closer to a million.

For your podcast to find its intended audience, you must promote it as strategically as you would any other piece of content. Here’s what you need to know about using social media to bring in listeners.

How to Promote Your B2B Podcast on Social Media

Before we get into specific tactics, the heart of any content promotion is having content worth sharing. So make sure your podcast is relevant to your audience, includes influencers that they know and respect, and is edited to bring them the good stuff without filler.

Once you have 2-3 of these high-quality episodes ready to publish, you can start promoting. We’ll start with some general tips, then take a quick look at a few specific social media platforms.

“Make sure your podcast is relevant to your audience, includes influencers that they know and respect, and is edited to bring them the good stuff without filler.” — Joshua Nite @NiteWrites Click To Tweet

Follow Influencers with Your Podcast Account

The first step here is to create separate social media accounts for your podcast. Make it its own entity for promotion and audience engagement purposes. Then, follow well-known folks who are relevant to your subject matter. Include industry analysts, practitioners, and anyone who is knowledgeable and trusted about your core topics.

This will help with promotion in two ways: First, following these folks will get you on their radar for potential amplification or collaboration. Second, you’ll be able to see what kind of content they share with their audience, which will help you make your podcast more relevant.

Include Influencers in Content Creation

Influencers bring credibility, a new audience, and original ideas to your content. They don’t just provide amplification; they actually make the content better

We have found that more influencers are open to audio interviews than to other forms of co-creation. And tools like Zencastr make it easy to capture high-quality audio over the internet.

Just make sure to give your podcast guests everything they need to promote their episode: 

  • Custom images sized for Instagram, LinkedIn, and Twitter
  • Audio snippets/video for Stories
  • A custom URL for tracking

Set a Social Media Content Calendar

Your podcast’s dedicated social media accounts should do more than just post a link when you put up a new episode. You can consistently bring value to your audience and start conversations with posts, the same way you do on other brand channels.

Plan for at least one or two meaningful posts a day that correspond to the topics you talk about in the podcast. Share related content, post polls to spark discussion, and repost content from influencers you’re featuring (or courting). And, of course, make sure to participate in any discussions that arise — don’t leave your listeners hanging.

Create Promotional Material for Each Episode

After you record an episode, transcribe the audio (otter.ai is a good quick-and-dirty solution) and find your most quotable moments. Use these to create assets for promotion. Tools like Canva make it easy to create quote images, and even simple videos, at the optimum size and resolution for each site.

Cross Promote with Other Podcasts

People who already listen to podcasts are likely to try out new ones. Other podcasts in your industry aren’t necessarily competitors — their audience is likely to add your podcast to their rotation.

B2B brands are in a uniquely good position to cross-promote across podcasts. For example, if your CEO is influential in the industry, they would be a valuable guest on another industry podcast. And conversely, your show could feature subject matter experts from another podcast. Genuine, generous cross-promotion is a great way to help your podcast find its audience.

“B2B brands are in a uniquely good position to cross-promote across podcasts.” —@NiteWrites Click To Tweet

Add Smart Paid Promotion

Your organic reach may vary across sites — it’s non-existent on Facebook, better on Instagram, and much better on LinkedIn. So some savvy paid promotion can help your podcast find its audience. Use your most compelling clips and quotes to create your assets, and target your audience by vertical. 

The CTA for these ads should be to subscribe, rather than listen to a single episode. The value of a podcast for marketers is building a loyal audience over time. And it’s best to target Android and iOS users separately, with ads that feature a subscribe link to their respective podcast apps. 

Promotion Tips by Platform

Here are a few specific ways you can promote your podcast on the three most relevant platforms:

LinkedIn

While it’s important to have separate social media accounts for your podcast, your brand should be driving promotion on LinkedIn*. Share links and promo materials from your company page, and repost your podcast page’s posts there, too. 

LinkedIn is the perfect platform to promote employee sharing, too. Make sure your employees are equipped with promotional materials and links to share. They can also tag prospects and relevant influencers — anyone valuable to the brand who might find your podcast interesting.

Instagram:

While LinkedIn is a great platform for employee activation an influencer engagement, Instagram may present the best opportunity to engage your podcast’s audience. 

Use Stories to share teasers, previews and quotes from each episode. Include candid photos and videos of the recording process, too — take your listeners behind the scenes.

Twitter:

As you saw in the embedded tweet above, short videos are a great way to hook an audience on Twitter. Create video by adding a simple static or looping animated background to your audio highlights — even a basic video editor like iMovie will do the trick. 

Make sure your video makes sense without audio, as most mobile viewers will be watching on mute, and keep them under a minute long. And, of course, add relevant hashtags and tag your guests and relevant influencers.

A (Pod)Cast of Thousands

I’ve lost count of which Podcast Renaissance we’re in at this point, but it’s fair to say the medium is stronger than ever. And there’s still plenty of untapped audience potential out there, especially for business podcasts that bring real value and industry insight to their listeners.

To learn more about B2B podcasting, check out our webinar: The 4 P’s of B2B Podcasting Success.

* SAP and LinkedIn are TopRank Marketing clients.

10 Tips To Turn Your B2B Podcast Promotions Up To 11

Woman recording a podcast in a studio image.

Woman recording a podcast in a studio image.

According to the latest numbers, more people in the US have listened to a podcast than have not — and a full quarter of the population listens weekly. It seems like they’re everywhere…


We made the case for B2B podcasts in a post last year, and that case has only grown stronger. Podcasts are a great way to build an audience for your content, work with influencers, and produce cool stuff that earns attention.

Case in point: The Tech Unknown podcast for SAP* is exceeding benchmarks for downloads, and each new episode inspires more people to check out the entire archive.

Of course, the current podcast boom is a double-edged sword for new podcasts. There are more people listening than ever, but there are also more podcasts than ever. Apple reports at least 500,000, while the total number may be closer to a million.

For your podcast to find its intended audience, you must promote it as strategically as you would any other piece of content. Here’s what you need to know about using social media to bring in listeners.

How to Promote Your B2B Podcast on Social Media

Before we get into specific tactics, the heart of any content promotion is having content worth sharing. So make sure your podcast is relevant to your audience, includes influencers that they know and respect, and is edited to bring them the good stuff without filler.

Once you have 2-3 of these high-quality episodes ready to publish, you can start promoting. We’ll start with some general tips, then take a quick look at a few specific social media platforms.

[bctt tweet=”“Make sure your podcast is relevant to your audience, includes influencers that they know and respect, and is edited to bring them the good stuff without filler.” — Joshua Nite @NiteWrites” username=”toprank”]

Follow Influencers with Your Podcast Account

The first step here is to create separate social media accounts for your podcast. Make it its own entity for promotion and audience engagement purposes. Then, follow well-known folks who are relevant to your subject matter. Include industry analysts, practitioners, and anyone who is knowledgeable and trusted about your core topics.

This will help with promotion in two ways: First, following these folks will get you on their radar for potential amplification or collaboration. Second, you’ll be able to see what kind of content they share with their audience, which will help you make your podcast more relevant.

Include Influencers in Content Creation

Influencers bring credibility, a new audience, and original ideas to your content. They don’t just provide amplification; they actually make the content better

We have found that more influencers are open to audio interviews than to other forms of co-creation. And tools like Zencastr make it easy to capture high-quality audio over the internet.

Just make sure to give your podcast guests everything they need to promote their episode: 

  • Custom images sized for Instagram, LinkedIn, and Twitter
  • Audio snippets/video for Stories
  • A custom URL for tracking

Set a Social Media Content Calendar

Your podcast’s dedicated social media accounts should do more than just post a link when you put up a new episode. You can consistently bring value to your audience and start conversations with posts, the same way you do on other brand channels.

Plan for at least one or two meaningful posts a day that correspond to the topics you talk about in the podcast. Share related content, post polls to spark discussion, and repost content from influencers you’re featuring (or courting). And, of course, make sure to participate in any discussions that arise — don’t leave your listeners hanging.

Create Promotional Material for Each Episode

After you record an episode, transcribe the audio (otter.ai is a good quick-and-dirty solution) and find your most quotable moments. Use these to create assets for promotion. Tools like Canva make it easy to create quote images, and even simple videos, at the optimum size and resolution for each site.

Cross Promote with Other Podcasts

People who already listen to podcasts are likely to try out new ones. Other podcasts in your industry aren’t necessarily competitors — their audience is likely to add your podcast to their rotation.

B2B brands are in a uniquely good position to cross-promote across podcasts. For example, if your CEO is influential in the industry, they would be a valuable guest on another industry podcast. And conversely, your show could feature subject matter experts from another podcast. Genuine, generous cross-promotion is a great way to help your podcast find its audience.

[bctt tweet=”“B2B brands are in a uniquely good position to cross-promote across podcasts.” —@NiteWrites” username=”toprank”]

Add Smart Paid Promotion

Your organic reach may vary across sites — it’s non-existent on Facebook, better on Instagram, and much better on LinkedIn. So some savvy paid promotion can help your podcast find its audience. Use your most compelling clips and quotes to create your assets, and target your audience by vertical. 

The CTA for these ads should be to subscribe, rather than listen to a single episode. The value of a podcast for marketers is building a loyal audience over time. And it’s best to target Android and iOS users separately, with ads that feature a subscribe link to their respective podcast apps. 

Promotion Tips by Platform

Here are a few specific ways you can promote your podcast on the three most relevant platforms:

LinkedIn

While it’s important to have separate social media accounts for your podcast, your brand should be driving promotion on LinkedIn*. Share links and promo materials from your company page, and repost your podcast page’s posts there, too. 

LinkedIn is the perfect platform to promote employee sharing, too. Make sure your employees are equipped with promotional materials and links to share. They can also tag prospects and relevant influencers — anyone valuable to the brand who might find your podcast interesting.

Instagram:

While LinkedIn is a great platform for employee activation an influencer engagement, Instagram may present the best opportunity to engage your podcast’s audience. 

Use Stories to share teasers, previews and quotes from each episode. Include candid photos and videos of the recording process, too — take your listeners behind the scenes.

Twitter:

As you saw in the embedded tweet above, short videos are a great way to hook an audience on Twitter. Create video by adding a simple static or looping animated background to your audio highlights — even a basic video editor like iMovie will do the trick. 

Make sure your video makes sense without audio, as most mobile viewers will be watching on mute, and keep them under a minute long. And, of course, add relevant hashtags and tag your guests and relevant influencers.

A (Pod)Cast of Thousands

I’ve lost count of which Podcast Renaissance we’re in at this point, but it’s fair to say the medium is stronger than ever. And there’s still plenty of untapped audience potential out there, especially for business podcasts that bring real value and industry insight to their listeners.

To learn more about B2B podcasting, check out our webinar: The 4 P’s of B2B Podcasting Success.

* SAP and LinkedIn are TopRank Marketing clients.

The post 10 Tips To Turn Your B2B Podcast Promotions Up To 11 appeared first on B2B Marketing Blog – TopRank®.


Source: SEO blog

Social Media Polls For Marketers: 6 B2B Brands Winning With LinkedIn Polls

Smiling business-woman at computer image.

Smiling business-woman at computer image.

Polls offer a unique two-for-one value for B2B marketers, providing quality feedback on what customers want while also offering brands a powerful interactive social media content marketing element.

As we first reported in our B2B marketing news, our client LinkedIn recently launched the return of its highly-anticipated poll feature, offering marketers a new platform besides Twitter, Facebook, and Instagram for gathering community sentiment using polls — one that may be the best fit for many B2B brands.

With this and other recent changes to social media polls, we’ll take a look at the latest news about online polls, and see how B2B marketers and brands are using polls in innovative ways, including 6 B2B brands winning with LinkedIn polls.

Why Should B2B Marketers Use Polls?

A while back our senior content strategist Nick Nelson explored the social media poll landscape and shared five helpful tips, in “The Power of Social Media Polls: The Drill-Down on 3 Platforms + 5 General Best Practices,” and more recently we also reported that Facebook has brought polls back to Facebook Messenger group chats after a year-long absence.

Online polls have long been an attractive interactive element among all demographics of social media users, however digital media consumption habits vary by generation.

Members of the Gen Z demographic more often seek out multifaceted content comprised of interactive elements such as polls and quizzes, according to recent content consumption preference data showing that 33 percent of Gen Z respondents expressed a preference for articles that contain interactive features.

Connatix Image

Our CEO Lee Odden suggests conducting online polls as one of the “25 B2B Influencer Marketing Campaign & Engagement Ideas for 2020,” urging marketers to consider polls as a helpful part of a well-rounded content marketing strategy.

Nick Nelson pointed out the additional power of polls when used as a form of episodic content marketing, in “Hungry for More: What B2B Marketers Need to Know About Episodic Content,” placing polls in the same effective category as weekly hashtag posts and employee spotlights.

Nick has also observed that polls can be a good way to prove or disprove preconceived notions about a variety of marketing topics, urging marketers to “Vet your assumptions against data-driven research and interactions with audience members (e.g. surveys, polls, conversations).

What Can Marketers Do With All That Poll Data?

Polls can also be a fine testing ground for new ideas, as we examined in “How B2B Brands Can Break Into Interactive Content.”

I also took a detailed dive into what B2B marketers can learn from all that poll data you’ve been collecting, in “17 Revealing B2B Marketing Insights From Poll Data.”

The revelations people provide when they respond to online marketing polls include a wealth of industry information. Poll data shows what marketers are thinking about when it comes to a variety of important subjects, ranging from everyday tasks to far-reaching future trends.

For over a year now we’ve utilized our TopRank Marketing Twitter channel to publish a weekly poll, asking a range of questions to B2B marketers, and have also begun asking our poll questions on the TopRank Marketing LinkedIn page.

It can be ideal to ask poll questions on the digital channel that best suits your particular audience. Some organizations choose to conduct polls on several platforms and to then compare the results, or even compile them together to get a larger sample answer size.

[bctt tweet=”“Poll data shows what marketers are thinking about when it comes to a variety of important subjects, ranging from everyday tasks to far-reaching future trends.” — Lane R. Ellis @lanerellis” username=”toprank”]

Make Poll Insights a Part of Your B2B Marketing Plans

Take the time to listen to what customers are saying through their answers to poll questions and you’ll gain an inside glimpse into where your marketing efforts may be put to the most effective use.

Polls also help increase brand awareness. “Polls are hot stuff, according to Facebook, which claims that poll ads increased brand awareness compared with video ads in 5 out of 9 brand lift studies,” Kyle Wiggers has noted for VentureBeat.

Some formats of paid ads allow polls to be included, and Facebook brought augmented reality (AR) ads to its news-feed last fall — two interactive elements to consider.

I also looked at how to ask directly for customer insight using polls, surveys, focus groups and questionnaires, in “10 Smart Question Research Tools for B2B Marketers.”

In an additional benefit from the use of polls, “A recent study found that video posts drive more interaction on the platform than other types, and a product called Facebook Premiere launched late last year, enabling interactive video polls, pre-recorded live broadcasts, and more,” Nick Nelson has noted.

[bctt tweet=”“Take the time to listen to what customers are saying through their answers to poll questions and you’ll gain an inside glimpse into where your marketing efforts may be put to the most effective use.” — Lane R. Ellis @lanerellis” username=”toprank”]

LinkedIn Embraces Professional B2B Polls

With LinkedIn’s poll rollout complete, more B2B brands are testing and even embracing polls on the Microsoft-owned platform with 690 million users, and the process of creating a poll is straightforward.

Users simply choose “Create a poll” in a post’s composer window, ask a question, choose up to four poll response options and how long to run the poll — from one day up to two weeks.

LinkedIn has made its polls easy to share and to conduct them in LinkedIn Groups, on personal profiles, showcase and company pages, as well as within event pages.

“By targeting specific Groups with your poll, you can get even more relevant insights,” LinkedIn product manager Howie Fung noted in “Tapping into the Power of Your Professional Network with Polls.”

You can see your poll results as they come in, and the person who conducted the poll can also see who’s voted and how they voted. Poll owners also have the ability to directly message anyone who’s answered their poll.

LinkedIn polls may hold particularly relevant information for B2B marketers looking to learn more about their audience. Brands can also gather poll data offering feedback on products and services, learn customer pain points, test interest in new product offerings, and gauge reactions to new industry trends.

Learn From Recent LinkedIn Poll Examples

1 — Dell

Our client Dell has been using LinkedIn’s polling feature in a variety of ways. One recent poll asked customers, “Over the last few months, you’ve made huge shifts in your way of life and work. If you could choose, what would your ideal work location be?”

This Dell LinkedIn poll has already received over 12,000 responses.

2 — RateLinx

Our client RateLinx, a supply chain and logistics visibility and analytics desktop-as-a-service (DaaS) platform, has also taken to using LinkedIn’s new poll feature, with a recent poll looking into the importance of various qualities within organizations.

RateLinx

3 — Microsoft

Microsoft used data from one of its LinkedIn polls both in its “2020 Vision” report and an article that examined “Trends in marketing skills identified as important for the 2020s,” based on its LinkedIn poll with some 600 global senior marketer participants.

By focusing on senior level marketers working internationally, Microsoft was able to gain specific information from its LinkedIn poll and re-purpose the data into two derivative pieces of content, a fine example of the kind of content re-purposing we’ve explored.

Microsoft 2020 Vision Image

4 — Olive Communications

U.K. managed cloud communications provider Olive Communications has used a LinkedIn poll to gather timely information about customer experience changes and expectations during the pandemic.

Olive Communications’ poll demonstrates how online surveys can be used to keep track of rapidly-changing consumer sentiment.

Olive Communications Image

5 — Redis Labs

In-memory database firm Redis Labs took to LinkedIn to contact a poll asking customers to choose their favorite app from one of its virtual events.

With the vast majority of events now taking place virtually, businesses are looking for new ways to replace the sort of in-person communication physical events have traditionally offered, and online polls offer a welcome solution in many situations.

Reddis Labs

6 — LinkedIn News

LinkedIn News used a LinkedIn poll to solicit feedback on a recent Harris Poll that looked at the role of positive societal contributions among companies.

The poll garnered over 6,700 votes in less than a week, and serves as a good example of drawing people in beyond just voting, by using the fourth poll choice to encourage responses in comments on the poll’s LinkedIn post.

LinkedIn News

Combined Poll Data May Offer More Than You Think

via GIPHY

Whether you use LinkedIn’s new polling feature or those offered by Twitter, Facebook, Instagram or other social media platforms, B2B brands risk losing out on valuable information about their customers and what’s on their minds if polls aren’t in your marketing mix.

Crafting the right poll involves asking the right question and carefully wording each possible response — a process that can take considerable time and effort, which is why many choose to work with a professional agency such as TopRank Marketing — contact us today for more information.

 

The post Social Media Polls For Marketers: 6 B2B Brands Winning With LinkedIn Polls appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

5 Things to Know About Building Trust in the Age of Social Media

Man Looking at Tablet Amid Storm

Man Looking at Tablet Amid Storm

Does your company advertise? If so, I have bad news: Your audience doesn’t trust your ads.

I don’t mean to call you out specifically, dear anonymous reader. But statistically speaking, it is a likely reality. A wide-reaching survey earlier this year “found advertising to be the least likely source people would use to garner information about a business, with just 14% saying they trust advertisers in this respect.”

That’s not to say advertising doesn’t work. It just doesn’t work on its own.

Customers are looking elsewhere to form perceptions about your business and what it stands for. Only once they’ve shaped these perceptions are your ads likely to break through and make an impact. Social media is becoming more vital than ever as a proving ground for brands in this respect.

Trust and Transparency Are Rising to the Forefront

New research from Demand Gen Report reinforces a trend that’s been gaining steam for some time: trust and transparency are essential to engaging current B2B buyers. As an always-on channel where brands can broadcast their voices regularly, interact with followers, and define their viewpoints on timely topics, social media is emerging as arguably the single most critical touchpoint for cultivating an authentic, trustworthy outward image for your organization.

When it comes to nailing down your social media strategy in the current climate, there are a few things you should know.

5 Key Considerations for Building Trust on Social Media Today

Many brands are exploring features to drive direct one-on-one engagement.

This was the top trend highlighted in Hootsuite’s new look at 2020 social media trends. More than half of all respondents in the company’s survey of marketers said the rise of private social channels (i.e., in-app messaging functions and closed groups) are causing them to rethink their social strategies.

Hootsuite
(Image via Hootsuite)

Noting that each still plays a valuable role, Hootsuite breaks the distinction down like this: “public feeds are the place to drive awareness; private channels are the place to drive meaningful one-to-one engagement.” While the majority of brand discovery still happens on those public social feeds, private channels such as members-only groups provide an opportunity to take the next step in building tight-knit communities and relationships.

As you evaluate what your social media strategy will look like going forward, it’s wise to think about how you can balance these two sides of the coin. Your peers are doing so.

Putting your purpose first is the right move.

According to Deloitte’s research, “Purpose-driven companies witness higher market share gains and grow three times faster on average than their competitors, all while achieving higher workforce and customer satisfaction.” While your employees might have a good understanding of the values that prop up your brand and drive its mission statement, this tends to be less clear to the outside world.

It’s not enough to claim to be purpose-driven. Customers want to see companies demonstrate their guiding principles with consistency and conviction. Social media provides the means for this visibility. Make sure your organization’s purpose and central values are routinely present in content shared via social. As I wrote last year, the worst stand any brand can take is standing still.

[bctt tweet=”“The worst stand any brand can take is standing still.” @NickNelsonMN #SocialMediaMarketing #PurposeDriven #B2B” username=”toprank”]

Customers are increasingly taking notice of where companies spend ad dollars.

There may be instances where adhering to your brand’s values can affect the channels you choose to be present on. Recently we saw Coca-Cola shut down its social media advertising for 30 days, as numerous other brands pull ad spend from Facebook amidst a wave of societal heat for the platform. This and other developments will be worth keeping a close eye on.

The bottom line: People need to trust the environment where they encounter your message in order to trust the message itself.

Right now, there’s a thin line between relevance and redundancy.

Consumers were already tired of COVID-19-related ads in April. By now I think it’s safe to say almost everyone is eager to hear about other topics. Yet, as the pandemic rages on here in America, it’s nigh impossible to talk about anything without at least addressing the elephant in the room, lest you appear out of touch.

This is a challenge that will test the mettle of even the most seasoned marketers. How can you stay acutely relevant and useful to your audience without contributing to coronavirus content fatigue? How can you speak out on key societal issues without coming off as overbearing? How can you address the uncertainty your customers face without falling back on the triteness of “these uncertain times”?

In this moment, it’s more critical than ever to have open conversations with your followers and pay close attention to engagement signals.

People want to see leadership from company executives.

One momentous opportunity for brands on social media is to showcase the thought leadership — and leadership of all kinds, really — from executives. Data suggests this is an area needing improvement. The 2020 Edelman Trust Barometer Spring Update found that the public is generally unimpressed by the way CEOs are stepping up in the face of COVID-19, with just 29% of survey respondents saying this cohort is “doing an outstanding job meeting the demands placed on them by the pandemic.”

Edelman
(Image via Edelman)

Ultimately, trusting relationships aren’t built with brands, but rather with the human beings behind those brands. Attaching a face and voice to your content can drastically magnify the impact and relatability of that content. Encourage your CEO and other company leaders to become visible and vocal through your social accounts.

[bctt tweet=”According to @EdelmanPR research, only 29% of people feel CEOs are doing an outstanding job of meetings the demands placed on them by #COVID19. #CrisisMarketing” username=”toprank”]

Rise Above and Earn Trust

We are living in a unique time, which yields unique challenges and opportunities. Many social networks have reported heightened usage, but users are also scrutinizing brand messages and veracity of information more than ever.

To ensure you’re staying on the right course, I recommend:

  • Finding the right balance between broader awareness efforts and more focused relationship-building tactics, by taking advantage of emerging one-on-one engagement capabilities.
  • Putting your brand’s purpose at the center of your social media content strategy.
  • Being thoughtful about which platforms, partners and influencers you associate with, and how they are viewed by your audience.
  • Staying relevant to the timely needs and concerns of your followers, while avoiding an overemphasis on topics they are fatigued by.
  • Showcasing the voices and thought leadership of your company’s front-facing executives.

As Paul Gillin once said, “Transparency may be the most disruptive and far-reaching innovation to come out of social media.” During a time of pervasive disruption throughout the business world, this innovative transparency is more valuable than ever when it comes to that essential edict of building trust. And when a sturdy foundation of trust is established, the rest of your strategic digital marketing mix — from blogs to webinars to ads and beyond — will become all the more effective.

For more tips on stepping up your brand’s social media game, check out Josh Nite’s recent post featuring 5 Ways to Make Brand Social Media Profiles More Compelling.

The post 5 Things to Know About Building Trust in the Age of Social Media appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

Our 10 Top Social Media Marketing Posts of 2019

Top Social Media Marketing Posts of 2019 Image

Throughout 2019 social media marketing has continued to be a source of opportunity, change, and contention in the marketing world. We’ve done our best to keep on top of many industry changes as they happen, while also offering helpful insight and research-based strategy.

We’re quite fortunate to a great group of social media marketing professionals contributing to the TopRank Marketing blog, including our CEO Lee Odden, Joshua Nite, Caitlin Burgess, Anne Leuman, and Nick Nelson, among others.

To help our blog community grow its social media marketing knowledge, we’re thrilled to offer this list of our 10 most popular social media posts of 2019.

Our Most Popular Social Media Marketing Posts in 2019:

1. Over 50 Top Social Media Marketing Blogs — Lee Odden

Social Media Marketing Blogs
The most popular social media marketing post of 2019 is by our CEO Lee Odden, with the latest version of our all-new BIGLIST, featuring over 50 social media marketing blogs to help marketers find great sources of marketing advice. From trends and strategies to tactics and analytics, the group of blogs curated in Lee’s post explore social media and marketing, including at least a few blogs that are hopefully new to you. Are you following them all? Check out all of Lee’s 2,600+ posts here, and follow him on Twitter.

2. LinkedIn’s List of 24 B2B Marketers You Need to Know — Lane R. Ellis

LinkedIn’s 24 B2B Marketers You Need to Know

LinkedIn* published a list of top B2B marketers, and in our second-most popular social media marketing post of the year I dug in and took a look at this group of leading industry professionals, including Ann Handley, Jay Baer, Jason Miller, and our own CEO Lee, among many more. The TopRank Marketing team was privileged to work with the LinkedIn team to identify, engage, and gather fresh insights from these bright marketing minds. Check out all of my posts here, and follow me on Twitter.

3. Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers — Nick Nelson

Under-the-Radar LinkedIn Features for Marketers
The third most popular social media marketing post of 2019 on our blog comes from Senior Content Strategist Nick Nelson, who shared how to use five under-the-radar LinkedIn marketing features, including:

• Robust & Simplified Audience Targeting
• Revamped Analytics
• Content Suggestions
• Site Re-Targeting
• Lead Gen Forms

Nick’s excellent post highlights some of the most useful yet overlooked features for driving results on LinkedIn. Check out all of Nick’s posts here, and follow him on Twitter.

4. 80+ New Social Media Marketing Statistics for B2B Marketers — Lane R. Ellis

80+ new SMM statistics to trick out your B2B marketing colorful maze image.

Offering up over 80 social media marketing statistics relevant to B2B marketers and featuring insight from Sprout Social, Hootsuite, Pew Research Center, SME, and other, this post by me was our fourth most popular search marketing piece of the year.

“It’s clear that B2B social media marketing is strong and growing stronger, and it’s also apparent that direction and guidance in where to focus your B2B social efforts is needed now more than ever.” @LaneREllis Click To Tweet

5. Why Twitter Lists Are Still a Great Tool for B2B Marketers — Lane R. Ellis

Segments of citrus fruit image.
Our fifth most popular social post of 2019 is a look I took at why Twitter lists are still a great tool for B2B marketers, exploring how they offer many engagement, nurturing, and trust-building benefits that smart B2B marketers can’t afford to pass up.

“When it comes to Twitter lists your own creativity and ingenuity are the only boundaries.” @LaneREllis Click To Tweet

6. Our Top 10 Social Media Marketing Posts of 2018 — Lane R. Ellis

Hot air balloon over field of yellow flowers image.

Our sixth most popular social media marketing post of 2019 was a look at the previous year’s top articles about the subject, each offering helpful insight and research-based strategy.

7. 5 Top B2B Brands Maximizing LinkedIn Engagement — Lane R. Ellis

Group of businesspeople image.

Showing how five top B2B brands are maximizing their LinkedIn engagement by using showcase pages, expanded group communication and more, in our seventh post popular social media post of 2019 I took a close look at how B2B companies are connecting with audiences through LinkedIn.

8. Where Do Facebook, Twitter, and LinkedIn Stand With B2B Video? — Nick Nelson

Social Media Video Trends for B2B
Nick earned a second entry on our most popular social media marketing list with his look at where Facebook, Twitter, and LinkedIn stand when it comes to B2B video.

“Modern B2B marketers understand that the key to an effective digital content strategy is meeting customers where they’re at, and giving them what they want.” @NickNelsonMN Click To Tweet

9. B2B Social Media Shakeup: 4 Developments That Have Caught Our Eye — Caitlin Burgess

B2B Social Media Shakeup

Our Senior Content Marketing Manager Caitlin Burgess earned the number nine spot on our top social media marketing posts of the year list, examining a selection of the biggest changes to arrive on the social scene during the year. Following scandal, criticism, and calls for increased privacy and relevancy, Caitlin looked at how social platforms are working harder to recapture their original allure as safe communities and conversation destinations. Check out all of Caitlin’s posts here, and follow her on Twitter.

10. 5 Top B2B Brands Delivering Exemplary Twitter Engagement — Lane R. Ellis

Four happy businesspeople jumping above cityscape.

The final entry on our list of the top social media marketing posts of the years is one I wrote that details how five top B2B brands are making the most of Twitter to increase engagement. With examples implemented creatively by Adobe*, Deloitte, Dun & Bradstreet, GE, and Intel, this article looks at the wide variety of successful methods leading B2B brands are using for building a solid and sustainable Twitter brand strategy.

We can’t thank Lee, Nick, and Caitlin enough for writing and sharing these top ten social media marketing posts of 2019 — congratulations to you all on making the list!

Thanks TopRank Marketing Writers & Readers

We published dozens of articles this year specifically about social media marketing, and plan to bring you even more in 2020, so keep posted for a fresh new year of the latest helpful research and insight.

Please let us know which social media marketing topics and ideas you’d like to see us focus on for 2020 — we’d love to hear your suggestions. Feel free to share your suggestions in the comments section below.

Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.

Our 10 Top Social Media Marketing Posts of 2019

Top Social Media Marketing Posts of 2019 Image

Top Social Media Marketing Posts of 2019 Image

Throughout 2019 social media marketing has continued to be a source of opportunity, change, and contention in the marketing world. We’ve done our best to keep on top of many industry changes as they happen, while also offering helpful insight and research-based strategy.

We’re quite fortunate to a great group of social media marketing professionals contributing to the TopRank Marketing blog, including our CEO Lee Odden, Joshua Nite, Caitlin Burgess, Anne Leuman, and Nick Nelson, among others.

To help our blog community grow its social media marketing knowledge, we’re thrilled to offer this list of our 10 most popular social media posts of 2019.

Our Most Popular Social Media Marketing Posts in 2019:

1. Over 50 Top Social Media Marketing Blogs — Lee Odden

Social Media Marketing Blogs
The most popular social media marketing post of 2019 is by our CEO Lee Odden, with the latest version of our all-new BIGLIST, featuring over 50 social media marketing blogs to help marketers find great sources of marketing advice. From trends and strategies to tactics and analytics, the group of blogs curated in Lee’s post explore social media and marketing, including at least a few blogs that are hopefully new to you. Are you following them all? Check out all of Lee’s 2,600+ posts here, and follow him on Twitter.

2. LinkedIn’s List of 24 B2B Marketers You Need to Know — Lane R. Ellis

LinkedIn’s 24 B2B Marketers You Need to Know

LinkedIn* published a list of top B2B marketers, and in our second-most popular social media marketing post of the year I dug in and took a look at this group of leading industry professionals, including Ann Handley, Jay Baer, Jason Miller, and our own CEO Lee, among many more. The TopRank Marketing team was privileged to work with the LinkedIn team to identify, engage, and gather fresh insights from these bright marketing minds. Check out all of my posts here, and follow me on Twitter.

3. Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers — Nick Nelson

Under-the-Radar LinkedIn Features for Marketers
The third most popular social media marketing post of 2019 on our blog comes from Senior Content Strategist Nick Nelson, who shared how to use five under-the-radar LinkedIn marketing features, including:

• Robust & Simplified Audience Targeting
• Revamped Analytics
• Content Suggestions
• Site Re-Targeting
• Lead Gen Forms

Nick’s excellent post highlights some of the most useful yet overlooked features for driving results on LinkedIn. Check out all of Nick’s posts here, and follow him on Twitter.

4. 80+ New Social Media Marketing Statistics for B2B Marketers — Lane R. Ellis

80+ new SMM statistics to trick out your B2B marketing colorful maze image.

Offering up over 80 social media marketing statistics relevant to B2B marketers and featuring insight from Sprout Social, Hootsuite, Pew Research Center, SME, and other, this post by me was our fourth most popular search marketing piece of the year.

[bctt tweet=”“It’s clear that B2B social media marketing is strong and growing stronger, and it’s also apparent that direction and guidance in where to focus your B2B social efforts is needed now more than ever.” @LaneREllis” username=”toprank”]

5. Why Twitter Lists Are Still a Great Tool for B2B Marketers — Lane R. Ellis

Segments of citrus fruit image.
Our fifth most popular social post of 2019 is a look I took at why Twitter lists are still a great tool for B2B marketers, exploring how they offer many engagement, nurturing, and trust-building benefits that smart B2B marketers can’t afford to pass up.

[bctt tweet=”“When it comes to Twitter lists your own creativity and ingenuity are the only boundaries.” @LaneREllis” username=”toprank”]

6. Our Top 10 Social Media Marketing Posts of 2018 — Lane R. Ellis

Hot air balloon over field of yellow flowers image.

Our sixth most popular social media marketing post of 2019 was a look at the previous year’s top articles about the subject, each offering helpful insight and research-based strategy.

7. 5 Top B2B Brands Maximizing LinkedIn Engagement — Lane R. Ellis

Group of businesspeople image.

Showing how five top B2B brands are maximizing their LinkedIn engagement by using showcase pages, expanded group communication and more, in our seventh post popular social media post of 2019 I took a close look at how B2B companies are connecting with audiences through LinkedIn.

8. Where Do Facebook, Twitter, and LinkedIn Stand With B2B Video? — Nick Nelson

Social Media Video Trends for B2B
Nick earned a second entry on our most popular social media marketing list with his look at where Facebook, Twitter, and LinkedIn stand when it comes to B2B video.

[bctt tweet=”“Modern B2B marketers understand that the key to an effective digital content strategy is meeting customers where they’re at, and giving them what they want.” @NickNelsonMN” username=”toprank”]

9. B2B Social Media Shakeup: 4 Developments That Have Caught Our Eye — Caitlin Burgess

B2B Social Media Shakeup

Our Senior Content Marketing Manager Caitlin Burgess earned the number nine spot on our top social media marketing posts of the year list, examining a selection of the biggest changes to arrive on the social scene during the year. Following scandal, criticism, and calls for increased privacy and relevancy, Caitlin looked at how social platforms are working harder to recapture their original allure as safe communities and conversation destinations. Check out all of Caitlin’s posts here, and follow her on Twitter.

10. 5 Top B2B Brands Delivering Exemplary Twitter Engagement — Lane R. Ellis

Four happy businesspeople jumping above cityscape.

The final entry on our list of the top social media marketing posts of the years is one I wrote that details how five top B2B brands are making the most of Twitter to increase engagement. With examples implemented creatively by Adobe*, Deloitte, Dun & Bradstreet, GE, and Intel, this article looks at the wide variety of successful methods leading B2B brands are using for building a solid and sustainable Twitter brand strategy.

We can’t thank Lee, Nick, and Caitlin enough for writing and sharing these top ten social media marketing posts of 2019 — congratulations to you all on making the list!

Thanks TopRank Marketing Writers & Readers

We published dozens of articles this year specifically about social media marketing, and plan to bring you even more in 2020, so keep posted for a fresh new year of the latest helpful research and insight.

Please let us know which social media marketing topics and ideas you’d like to see us focus on for 2020 — we’d love to hear your suggestions. Feel free to share your suggestions in the comments section below.

Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.

The post Our 10 Top Social Media Marketing Posts of 2019 appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

80+ New Social Media Marketing Statistics for B2B Marketers

80+ new SMM statistics to trick out your B2B marketing colorful maze image.

Social media marketing’s near-universal popularity and the break-neck speed at which it changes sometimes makes it difficult to keep up with — for B2B and B2C marketers alike. However, if we use the latest statistical data, it’s possible to gain many helpful new insights.

Here are 83 of the latest relevant social media marketing statistics to trick out and inform your marketing efforts, with a particular focus on certain fascinating new B2B-specific data.

We’ll look at statistics taken from five recent reports and several additional sources, starting with general social media marketing overview figures. Then we’ll look individually at Facebook, LinkedIn*, Twitter, Instagram, and a group of other social platforms.

Social Media Marketing Statistics From 5 New Reports

Sprout Social’s recent Sprout Social Index: Edition XV: Empower & Elevate (2019) 1 surveyed over 1,000 social media marketers to learn where they are finding success and where they plan to place their focus during the push to 2020.

As we featured in our most recent TopRank Marketing Friday News, the report shows that:

  1. 70% of social media marketers see increasing brand awareness as their top goal for social 1
  2. 72% define engagement success in social through likes and comments, as the following chart outlines 1

2019 May 17 Sprout Social Chart

With social advertising spending in the U.S. alone expected to hit $18.4 billion in 2019, it’s no wonder that:

  1. 90% of social media marketers say social has a direct impact on their business revenue. 1

The study shows that Facebook, Instagram, Twitter, YouTube, Facebook Messenger, and LinkedIn are the most-used social media platforms among social marketers, as the following chart — which also compares this information with where consumers most often folllow brands — illustrates. 1

Sprout Social Chart

Additional data from the Sprout Social report shows that:

  1. 53% of corporate-level marketers and 33% of vice presidents see proving the value of social media marketing to those outside marketing as a challenge. 1

Hootsuite and We Are Social’s recent Digital 2019 Q2 Global Digital Statshot 2 report, utilizing numerous sources, also offers plenty of insight into where social media marketing currently stands and where it’s most likely to head moving forward.

According to the report, social media marketers find their audience primarily using either mobile or desktop devices, with a small portion using tablets, as the following image shows. 2

Hootsuite Chart

The report shows that Facebook, YouTube, WhatsApp, and Facebook Messenger top the list of social platforms with the most active users, as shown in the following chart. 2

Hootsuite Chart

Similarly, in the recent Pew Research Center January 2019 Core Trends Survey (2019) 3, the top social platforms among U.S. adults are YouTube, Facebook, Instagram, Pinterest, LinkedIn, Snapchat, and Twitter, as the chart below outlines.

Pew Study

In Social Media Examiner’s recent eleventh-annual social media marketing industry report for 2019 8, company founder Michael Stelzner shares 46 pages of statistical data gathered from surveying over 4,800 marketers, and offers interpretation on how various aspects of social media are working for marketers today.

65% of the survey’s respondents had at least three years of social media marketing experience, with 36% having more than five years industry experience, and 36% of all respondents primarily target B2B businesses.

There’s little doubt that social media marketing has become more important than ever, and Social Media Examiner’s report shows no fewer than eight areas that have grown since 2018, as shown in the following chart.

SME Chart

Each of these benefits grew by at least 4%, in the case of providing marketplace insight, to as much as 19% for improved sales, according to the report.8

“When we’re data informed, we isolate variables, test, and learn. We insert our own sense of taste and our intuition into the process.” @jayacunzo Click To Tweet

Of particular interest to B2B marketers is the relatively low percentage of marketers using social media marketing to grow business partnerships, which represents an underutilized opportunity for savvy SMM practitioners. 8

  1. B2B marketers use Facebook and LinkedIn more than any other platform, followed by Twitter, Instagram, YouTube, Pinterest, and Snapchat, as the following chart shows. 8

SME Chart

The list of most-popular social media platforms among marketers in general continues to be dominated by Facebook-owned properties, with Facebook and Instagram used most frequently, followed by Twitter, LinkedIn, YouTube, Pinterest, and Snapchat, according to the report, as shown below. 8

SME Chart

  1. Over the past year the biggest increase was seen by Instagram, growing by 7% from 2018’s figure of 66% to 73%, while the largest drop was seen for Twitter, which fell 3% from 2018’s 62% to 59%. 8
  2. When B2B social media usage among marketers is compared to that of B2C, LinkedIn shows its acumen, garnering 30% of B2B social usage, 26% more than the 4% usage rate it holds among B2C marketers, as the following comparison chart highlights. 8

SME Chart

  1. LinkedIn’s use among combined B2B and B2C marketers grew from 12% in 2018 to 14% in 2019, according to the report’s survey data, while for the first time since 2014 Facebook’s combined figure fell, from 67% to 61%. Instagram’s combined figure climbed 4%, from 2018’s 10% to 2019’s 14%. 8
  2. Just 44% of marketers say they are able to measure their organic social media marketing activities. 8

“Only 30% of B2B marketers use data to inform decision-making. That’s because harnessing data is hard. Over 2.5 quintillion bytes of data are generated every day.” — Alexis Hall @Alexis5484 Click To Tweet

Now let’s move on to taking a closer look at each of the top social media platforms B2B marketers most frequently use, and some of the most relevant statistics for each, pulled from the five recent studies and other sources.

Facebook — Challenging Times For A Social Media Empire

The reports offer a broad section of data containing insight into social media marketing specific to social giant Facebook, which in many areas continues to be a top channel for marketers, despite the well-known data privacy and other challenges it has faced over the past several years.

  1. 61% of marketers view Facebook as the most important social media platform, down from 67% in 2018 8
  2. 51% of marketers plan to increase their organic Facebook activities, down from 62% in 2018 8
  3. 59% of marketers plan to use Facebook ads more frequently over the next 12 months 8
  4. 11% fewer marketers plan to spend more on future organic Facebook marketing in 2019, at 51%, than was the case in 2018, when 62% expected to, while 10% plan to lower their organic Facebook spending, as shown below. 8

SME Chart

  1. 45% of B2B marketers use Facebook native video. 8
  2. 68% of B2B marketers want to learn more about Facebook video marketing. 8
  3. 65% of B2B marketers regularly use Facebook for advertising. 8
  4. 59% of marketers plan to increase their use of Facebook advertising in the near future, with 33% planning to increase their use of Facebook Messenger-specific ads. 8
  5. 68% of B2B marketers want to learn more about Facebook advertising. 8
  6. 86% of marketers want to learn more about Facebook Analytics. 8
  7. 62% of B2B marketers want to learn more about Facebook. 8
  8. 89% of marketers use Facebook as part of their brand’s social media strategy. 1
  9. 77% of GenXers use Facebook as their primary platform for liking or following brands. 1
  10. 42% of social media marketers already have a strategy in place for Facebook Live. 1
  11. Facebook is the world’s third most visited website, behind only Google and YouTube. 2 (SimiarWeb)
  12. Facebook has a potential social media advertising audience reach of more than 1.88 billion users. 2
  13. Facebook users click on an average of 11 advertisements on the platform each month. 2
  14. 26.3% of Facebook Pages are using paid media, up 1.2% from the fourth quarter of 2018. 2
  15. Facebook pages using video posts get the most engagement, at 6.1%, as illustrated in the following image. 2

Hootsuite Chart

  1. Finally, 69% of U.S. adults use Facebook, and 74% of them visit the site daily, and 51% several times each day. 3

Facebook marketing is a staple for many B2B marketers, and we’ve offered several helpful recent articles to guide your strategy on various aspects of the platform:

LinkedIn — Reinvigorated and Seeing Promising Returns

The five reports reveal a great deal of data about growing utilization of LinkedIn, especially among B2B marketers.

  1. A hefty 70% of B2B marketers plan on increasing their organic marketing activities on LinkedIn over the next year, according to the Social Media Examiner 2019 report. 8
  2. More than half of combined B2B and B2C marketers also expect to boost organic marketing use on LinkedIn in the coming 12 months, as the following chart illustrates. 8

SME Chart

  1. 71% of B2B marketers want to learn more about LinkedIn. 8
  2. 57% of combined B2B and B2C marketers want to learn more about LinkedIn. 8
  3. 21% of B2B marketers use native LinkedIn video. 8
  4. 45% of marketers plan to increase their use of LinkedIn video in their marketing efforts in the near future. 8
  5. 66% of B2B marketers want to learn more about LinkedIn video marketing. 8
  6. 24% of B2B marketers regularly use LinkedIn advertising. 8
  7. 35% of marketers plan to increase their use of LinkedIn advertising in the near future. 8
  8. 64% of B2B marketers want to learn more about LinkedIn advertising. 8
  9. LinkedIn has a potential social media advertising audience reach of nearly 615 million users, trailing only Facebook and Instagram. 2
  10. LinkedIn saw a 1.7% increase in advertising audience reach over the fourth quarter of 2018, as shown in the following image. 2

Hootsuite Chart

  1. LinkedIn saw revenue grow by 33% with record levels of engagement including session growth of 34%, according to parent firm Microsoft’s 2019 first quarter earnings release data. 4
  2. LinkedIn topped the 630 million user mark recently, and overall engagement was up 24% year over year. 5
  3. About 50% of college graduates who live in high-income households use LinkedIn. 3

LinkedIn recently published a helpful infographic detailing “How to Spark Meaningful Conversations and Measure Success” on the platform, and we’ve also written several recent articles detailing how to best use the platform:

Twitter — The More Tweets Change the More They Stay the Same

Twitter also features heavily in the five recent reports, with statistics showing the venerable platform continues to play a sizable role in the social media campaign strategy of many marketers.

  1. 9% fewer marketers plan to increase their Twitter organic marketing over the next 12 months than did in 2018, a decrease from 44% to this year’s 35%, the report data shows, while 7% plan to decrease organic Twitter activities during the next year. 8
  2. 21% of marketers plan to increase their use of Twitter advertising in the near future, while 64% have no plans to use Twitter ads. 8
  3. Twitter is the world’s seventh most visited website, and has an average visit time of over nine minutes. 2 (SimilarWeb)
  4. Twitter has a potential social media advertising audience reach of 262 million users. 2
  5. 25% of U.S. adult Twitter users visit the site several times each day. 3
  6. The most prolific 10% of adult U.S. Twitter users post a sizeable 80% of all tweets, averaging 138 tweets and favoriting 70 more each month. 6
  7. Among the top 10% U.S. adult Twitter users, 81% tweet once or more each day, and follow an average of 456 Twitter accounts. 6

Leadtail recently examined how some B2B brands are succeeding with Twitter, in Dennis Shiao’s “10 Twitter Users Reveal What B2B Brands Are Doing Well on Twitter,” featuring examples including the Twitter accounts of the Content Marketing Institute, LinkedIn Marketing Solutions, and others.

We’ve published articles looking at how to best use Twitter for B2B marketing, including the following selection:

Instagram — Facebook-Owned Platform on the Rise

Instagram has been the brightest star among the platforms featured in the data from the five recent reports, showing the most rapid growth and some of the greatest interest from marketers.

  1. 73% of marketers now use Instagram, up from 2018’s figure of 66% 8
  2. 69% of marketers expect to increase their organic Instagram activities during the next year, while 18% plan to keep spending level, and 2% are preparing to decrease their spending. 8
  3. Instagram has passed Facebook as the top platform marketers want to learn more about 8
  4. 72% of marketers want to learn more about Instagram, for the first time surpassing Facebook as the platform marketers most want to increase their familiarity with. 8
  5. 65% of B2B marketers want to learn more about Instagram. 8
  6. 32% of B2B marketers use Instagram Stories for video marketing. 8
  7. 64% of B2B marketers want to learn more about Instagram video. 8
  8. 30% of B2B marketers regularly use Instagram for advertising. 8
  9. 55% of marketers plan to increase their use of Instagram advertising in the near future. 8
  10. 57% of B2B marketers want to learn more about Instagram advertising. 8
  11. 69% of GenZers use Instagram as their primary platform for liking or following brands. 1
  12. 48% of social media marketers see Instagram Stories as becoming increasingly important. 1
  13. 31% of social media marketers plan to build a strategy for Instagram Live. 1
  14. Instagram is the world’s ninth most visited website, and generates and average of just over six and a half minutes of time per visit. 2 (SimilarWeb)
  15. Instagram has a potential social media advertising audience reach of 802 million users, trailing only Facebook. 2
  16. Instagram was the only major social media platform that has seen an uptick in use among U.S. adults since 2016 according to Pew Research Center data. 3
  17. 67% of U.S 18-29 year-olds use Instagram. 3
  18. 42% of U.S. adult Instagram users visit the site several times each day. 3

Social Media Today recently looked at how B2B marketers are using Instagram, in Emma Wiltshire’s “B2B Marketers Share Their Best Tips for Instagram,” and the publisher also recently conducted a Twitter poll asking what B2B marketers struggle with the most on Instagram.

Additionally, we recently published “What You Need to Know About Instagram Stories for B2B Marketing,” offering helpful insight into this growing area.

Pinterest — Piquing Marketers’ Interest

Although not featured as heavily in the data from the new reports, there are some statistics about the use of Pinterest among B2B marketers and marketers in general. A few include:

  1. 24% of B2B marketers plan to increase their organic marketing activities on Pinterest during the next 12 months. 8
  2. 31% of B2B marketers want to learn more about Pinterest. 8
  3. 17% of marketers plan to increase their use of Pinterest advertising in the near future, compared to just 8% on Snapchat. 8

YouTube — Google-Owned Video Staple & Stalwart

YouTube continues to be the primary platform for video content for many marketers, and the data contained in the reports show both how it’s changing over time and remaining steady in some core areas.

  1. 71% of marketers plan on increasing their use of YouTube video, and 62% plan to increase their organic marketing activities on YouTube. 8
  2. 57% of marketers regularly use YouTube for video marketing efforts, followed by 50% using native Facebook video, 38% Instagram Stories, 26% Instagram native video, 22% Twitter, 13% LinkedIn native video, 9% IGTV video, and 5% LinkedIn Stories, as the following graph depicts 8

SME Chart

  1. 49% of marketers want to learn more about YouTube advertising. 8
  2. YouTube is the world’s second most visited website, ahead of Facebook and trailing only Google, and tops the list of the 20 most-visited sites when it comes to time per visit, with an average of over 21 minutes. 2 (Similarweb)
  3. 73% of U.S. adults use YouTube, and among those 32% visit the Google-owned platform several times each day. 3
  4. The ads marketers run on YouTube are getting longer, with the number of 30-second ads rising from 19% in January 2018 to 24% in January 2019, a trend shown in the following MediaRadar chart showing combined YouTube and other video ad statistics. 7

MediaRadar Chart

We’ve explored how B2B marketers can develop a strong video strategy using YouTube and other social media platforms, and some of our most recent helpful articles are these:

We have our own TopRank Marketing YouTube channel as well, and hope that if you aren’t already a subscriber you’ll take a moment and follow us.

Snapchat, Reddit, & Others — Possibilities For the Adventuresome

Some of the lesser-used social platforms also feature in the statistical data from the reports, in some cases showing potential new opportunities for certain B2B marketing campaigns.

  1. 76% of marketers don’t plan to use Snapchat over the next 12 months, while 9% plan to increase their organic activities on the platform.8
  2. Snapchat has a potential social media advertising audience reach of 311 million users. 2
  3. 62% of U.S 18-29 year-olds use Snapchat. 3
  4. 42% of U.S Hispanic adults use WhatsApp. 3
  5. 46% of U.S. adult Snapchat users visit the site several times each day. 3

What Do All These Social Media Statistics Tell Us About B2B Marketing?

When we look at all these statistics as a whole, it’s clear that B2B social media marketing is strong and growing stronger, and it’s also apparent that direction and guidance in where to focus your B2B social efforts is needed now more than ever.

Whether it’s from doing business with a professional B2B-focused marketing agency such as TopRank Marketing, or through following industry experts such as those on our “Top 50 Social Media Marketing Influencers in 2019” list, we want your marketing to be the best it can be, and hope that the large collection of statistics and insights we’ve gathered and outlined here proves helpful.

Finally, here’s a bonus list of six additional resources we’ve written to help you make sense of the numbers and incorporate statistics-based insight into your marketing:

*LinkedIn is a TopRank Marketing client.

Sources:

1Sprout Social Index: Edition XV: Empower & Elevate (2019)

2Hootsuite / We Are Social: Digital 2019 Q2 Global Digital Statshot. Essential insights into how people around the world use the Internet, mobile devices, social media, and e-commerce. (2019)

3Pew Research Center: January 2019 Core Trends Survey (2019)

4Microsoft Fiscal Year 2019 First Quarter earnings Release (2019)

5How LinkedIn’s Products Are Evolving to Support the New World of Work (2019)

6Pew Research Center: Sizing Up Twitter Users (2019)

7MediaRadar: Research Insight: Video Ads Are Getting Longer (2019)

8Social Media Examiner: 2019 Social Media Marketing Industry Report How Marketers Are Using Social Media to Grow Their Businesses (2019)