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Sally Beauty Expands Marketing Team

2020-10-14 16:05:48| Happi Breaking News

Trio of new hires designed to fuel transformation into an omni-channel retailer."

Brown-Forman readies worldwide marketing push for Jack Daniel's - video

2020-10-01 19:05:00| Daily beverage news and comment - from just-drinks.com

Brown-Forman has unveiled the first "truly global" marketing campaign for its flagship Jack Daniel's brand, seeking to reverse the Tennessee whiskey's recent sales declines.

Tags: video marketing jack worldwide

Noilly Prat vermouth goes virtual for worldwide marketing push

2020-09-23 14:55:00| Daily beverage news and comment - from just-drinks.com

Bacardi is set to run a food-based online activation for its French vermouth brand, Noilly Prat.

Tags: marketing worldwide virtual push

TopRank Marketing Client, LinkedIn, Wins 2020 ANA B2 Award for B2B Influencer Marketing

2020-09-22 12:30:10| Marketing and Public Relations - M&O

The team at TopRank Marketing are thrilled to announce that our client LinkedIn has won the Association of National Advertisers (ANA) B2 Award for a B2B influencer marketing program! The award winning work was a Social-First Approach to Engaging Influencers & Audiences Alike campaign which earned a silver in the social media category, for LinkedIn. The challenge: B2B marketers and sales professionals are inundated with impersonal information and yet with over 700 million registered users, the LinkedIn platform presents an important opportunity for LinkedIn to engage its own target audience. The solution: To reach distracted decision makers in an authentic way, LinkedIn Marketing and Sales Solutions business unit aimed to better humanize LinkedIn as a brand. LinkedIn partnered with industry sales and marketing experts and featured their real-life struggles, stories and obstacles in ways every professional could relate to. The results: By surfacing the human side of work and featured authentic stories from trusted experts the program goals for audience, reach and engagement were exceeded: 1,000% increase in post engagements over the previous 12 months 54.2 million potential reach from influencer mentions of the brand Click here to see the full LinkedIn Influencer Marketing case study details. The ANAs B2 Awards recognize the top performing B2B marketers with a unique focus on driving demonstrable business results, and in 2020 entrants submitted in 47 categories which have evolved to reflect the growing role of B2B marketing and rapid industry changes. LinkedIn Looks at Whats Next in Marketing Content Together At LinkedIn, weve worked with the TopRank Marketing team for about two to three years now, and what I really like about working with TopRank is they really, truly come to the table as collaborative partners, Judy Tian, marketing manager at LinkedIn observed. Ive worked with a number of agencies where in marketing, Im asking for deliverable A and they just give me deliverable A. But whats great about TopRank is they also think about B, C, and D and really try to push my thinking of whats next, Judy added. I think in marketing you are only as good as the creativity of your team and your ideas. The more voices that we bring to the table and the more proactiveness and willingness of everyone contributing ideas, the better off your marketing campaigns will be, and for us at LinkedIn, TopRank has truly become an extension of our own marketing team, Judy explained. https://youtu.be/GZqIO8yDFQM Get Your Own Award-Winning Results From TopRank Marketing Were honored to win the ANA B2 Awards silver award for our valued client LinkedIn. Recognized in Forresters B2B Marketing Agencies, North America report, TopRank Marketing delivers award-winning content marketing work to clients including LinkedIn, AT&T, Adobe, SAP, Dell, 3M, monday.com and others. Contact us today to discover how we can help create award-winning marketing for you. To learn more about B2B influencer marketing trends, best practices and predictions for the future, be sure to access the all new 2020 State of B2B Influencer Marketing Report, which features insights from hundreds of marketers surveyed as well as expert analysis by the TopRank Marketing team and contributions from marketers at some of the top B2B brands in the world. The post TopRank Marketing Client, LinkedIn, Wins 2020 ANA B2 Award for B2B Influencer Marketing appeared first on Newsroom.

Tags: marketing client award ana

10 Inspiring Tips For Breaking Free of Boring B2B Marketing

2020-09-18 15:10:14| Marketing and Public Relations - M&O

Research from HubSpot shows that 65% of buyers don't trust advertisements and 55% don't trust the companies they buy from. Unfortunately, not many marketers are responding well to this challenge. Research from eMarketer reveals that only 23% of CMOs feel they are producing the right content and delivering it at the right time and format. B2B marketers are challenged to attract, engage and inspire their customers even while further research shows that business buyers prefer content from industry experts and content that is interactive. Why not give B2B customers both? To help B2B marketers understand how to do just that, Lee Odden shared 10 inspiring tips for breaking free of boring B2B marketing during SEMrushs 5 Hours of Content event. 1 - Find Topics That Are In-Demand & Relevant Identify a customer solution topic and find topics that are in demand, but also relevant to the customer. What is it that you want to be the best answer for? What do you want to be influential about, and what kind of experience do you want to create for the customer? Identify that customer solution, topic or topics, and then pick the interactive content type story and call to action that is relevant to the particular objective that you have whether it's creating awareness, creating engagement, or driving sales. Then its time to begin the work of identifying the right influencers. 2 - Identifying the Right Influencers Identifying influencers isn't just a matter of going to your marketing department and saying, Hey, who's influential? It's important that you utilize software during this stage, which can crawl millions of social messages and algorithmically identify those individuals who have the combination of reach, network size, popularity, but more importantly, the topical relevance that shows an individual is indeed publishing content on the topic that you as a brand want to be the best answer for. Just as important is resonance the data point that measures the degree to which a topic is something that resonates with the network of a particular influencer. 3 - Incorporate Memorable & Relevant Game-Like Experiences For Content Marketing Institutes Content Marketing World conference we used a themed micro-site featuring influencers relevant to the conference, and it incorporated several games and other entertaining interactive elements to make it interesting and memorable. Identify a topic and theme Identify associated keywords that go along with the topic and theme Utilize the topics to identify relevant influencers 4 - Publish & Promote On The Right Channels Publishing can take place on the client website, with supporting content published on the client blog and various social channels. From a promotion standpoint special graphics can be created for influencers to drive attention to an interactive experience that people can be proud to be a part of. Multiple channels can be used to get the word out about an interactive asset, including promotional video content. 5 - Monitor, Iterate & Measure Performance Once youve published and promotion is underway its time to begin the monitoring, iteration, and measurement to report campaign performance. You can track influencer shares both with UTM codes and other coded URLs, and set up a dashboard to track blog posts performance data. Heres a related case study showing how B2B interactive content incorporated influencers to add credibility to ad experience: 6 - Create Inspiring Content Experiences How can you create content experiences that inspire people for B2B brands like SAP, Dell, LinkedIn, and many others? Lee shared an example, showing a promo video for an interactive micro-site that we created in concert with an event, which was co-created with a variety of B2B marketing experts who shared their advice about how to break free of boring B2B. The digital asset had over 10,000 views in a week and 100K social impressions because of influencer shares, and resulted in multiple consulting requests. Other inspiring content types can include quizzes, assessments, product finders, interactive content, 360 degree videos, along with interactive formats of a variety of types including games, contests, surveys, tools, and calculators, among others. 7 - Earn Trust Using Industry Experts 65 percent of consumers in a HubSpot survey said that they don't trust advertising, and 55 percent don't even trust the companies they buy from a harsh reality that can be overcome by giving consumers credible, engaging content that's relevant, useful, credible, trustworthy, and experiential. Another study showed that 97 percent of B2B buyers place a higher emphasis on the trustworthiness of the content source, and 95% place a higher emphasis on credible content from industry experts so they are looking for this. With more content than anyone could ever consume in a lifetime being produced on a regular basis, however, how do you make yours stand out? It's by creating experiences that are memorable, shareable, linkable, and that deserve to show up in search. 8 - Combine The Power of Interactive with Influencers Working with influencers to co-create content delivers mutual value, and it takes on extra weight when that content is interactive, creating digital experiences that are more engaging and which inspire action. Not only for the people that are consuming the content, but also for the people who've contributed and helped co-create the content, because it inspires them to want to make it more successful by reaching even more potential customers. 9 - Inspire Influencers to Create Enjoyable Experiences Inspire influencers to share the digital content they helped make. However if the thing that they help make is foreign and unwelcome to their network, it will become a waste of time. Reach, relevance, and resonance are important data points to consider when identifying influencers. Don't be entitled when you ask an influencer to contribute content this can be a deal breaker. Instead, be patient, always communicate with them when you're asking for quotes or tips, and create a really great experience for them, showing them that they're special and making the co-created content easy for them to

Tags: free tips marketing breaking

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