Mediaboss Marketing

In a previous series of posts, we have taken an extensive look at the characteristics of Inbound marketing, distinguishing it from Outbound, recounting its history, and identifying the latest developments. The goal was to describe the evolution of a concept, from theory to practice.

In this post, we will look at inbound marketing from the point of view of B2B, looking at why its effective, and focusing on the features that make it stand out: the production, management, and strategic distribution of high quality content (content marketing).

Business-to-business marketing refers to the marketing of products or services to other businesses and organizations. It holds several key distinctions from B2C marketing, which is oriented toward consumers. This definition is taken from the Marketing Solutions Blog from, LinkedIn, the worlds largest professional networking site with over 550 million members.

In a broad sense, B2B marketing content tends to be more informative and direct than B2C content. This is because the purchasing decisions of businesses, compared to those of consumers, are based on the impact on profits. The return on investment (ROI) is rarely a consideration of the average consumer, at least in the sense of a purely material investment (the ratio between expenditure and immediate economically quantifiable benefit), but it is an absolutely primary objective for business decision-makers.

B2B marketers find themselves managing a complex sales process, where they are called upon to identify the real decision-makers and the main stakeholders of the target company within a corporate landscape that is unique and characterized by specific organizational charts and decision-making flows. It becomes absolutely necessary to acquire a solid and precise knowledge of the company so as to be able to map the people really involved in the decisions by reaching them with relevant and personalized information.

B2B marketing campaigns are aimed at any individual who has the ability to influence purchasing decisions. This can include a wide variety of professional titles, up to the C-level.

To start getting an idea of the context, lets take a look at the Sagefrog Marketing Groups 2020 Marketing Mix Report B2B (download here), which contains data on B2B marketing strategies, competitive trends and emerging tactics:

In the 2018 B2B Content Marketing report focusing on Benchmarks, Budgets, and Trends by CMI and MarketingProfs, 91% of companies employ Inbound Marketing as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action.

Of the remaining 9%, 54% said they plan to invest in content marketing within 12 months; 43% have no immediate plans to use content marketing; and 4% have used content marketing in the past.

The Sagefrog Report highlights that quality content can offer a strong ROI when properly optimised for search engines so that it can be easily found and shared over and over again. This means that quality content combined with clear and graphically pleasing landing pages and contact forms can help provide qualified leads. To achieve this goal, each piece of content must be designed in such a way that it is informative, relevant, searchable, shareable, not overly promotional, and above all, distinctive from that proposed by competitors.

Among marketers main objectives for 2020, in the first place is the need to convert leads into customers, followed by increasing sales, growth in brand awareness, the creation of Thought Leadership, and finally, increased website traffic.

Whats important to point out here is that the two main objectives are in fact priorities that marketing and sales teams share, which suggests the need to harmonize operations between the two departments.

Referrals are the main source of qualified marketing and sales leads (63%). This is by no means surprising: B2B draws useful knowledge and contacts from the interpersonal networks of professionals, who are more likely to invest their time and money working with a company if they can rely on an existing connection.

In any case, if referrals are the main source of sales and marketing leads, inbound marketing is also gaining traction (33%). In both cases, we can read the strong signal of increasing attention to the personalization of communications.

In fact, the marketing experts interviewed by Sagefrog say that in 2020 they will explore personalization strategies (47%) through Account-based marketing (42%), video marketing, (41%) and inbound marketing (39%), AI and automation (36%), conversational marketing in the form of chatbots (33%) and influencer marketing (27%).

The competition to win the attention of customers gets tougher every day. Building a B2B strategy that delivers results requires considered planning, execution, and management. In the aforementioned LinkedIn article, the steps for planning a B2B marketing strategy are outlined. The steps for getting there, as the aforementioned LinkedIn article describes, are part of any inbound plan because they incorporate two fundamental assumptions:

Truly effective B2B marketing is conversational, focused, and contextually relevant, and a B2B marketing strategy must include a variety of content, most of which is typically inbound: blogs, white papers, social media, email, videos.

Blogs: Regularly updated blogs provide organic visibility and direct inbound traffic to the website, whether institutional or product based. The blog can contain different types of content: copy, infographics, videos, case studies and much more.

Search: SEO best practices must be updated in conjunction with Googles algorithm, which is changing more and more often, making it difficult to keep up. Lately, the focus has shifted from keywords and metadata to the interpretation of the users signals of intent.

Social media: Both organic and paid traffic should always be part of the mix. Social networks allow you to reach and attract potential customers where they are active. B2B customers increasingly use these channels to search for potential suppliers and to inform their purchasing decisions.

White papers and ebooks: Resources containing valuable information can be gated (requiring users to provide contact information or perform another action to download the content) or freely available. Often used as B2B lead generation tools.

Email: Although its effectiveness in recent years has been impacted by the proliferation of spam filters, email is still widely used today.

Video: Content that can be used within many of areas listed above (blogs, social media, e-mail) is becoming increasingly important for B2B strategies

When it comes to B2B marketing, the biggest mistake we could make is thinking that you are addressing an abstract and impersonal entity. In fact, as it should be clear by now, any marketing action will be aimed at recipients who are first and foremost real people who are driven by emotional and cognitive motivations. Although corporate decisions tend to be more rational and logical in nature, this does not mean that the content communicated must be formal or robotic in tone.

For the same reason, campaigns that are too broad will not be able to connect with (or influence) the audience in the same way that those aimed at specific segments can. Defining and segmenting the audience is an absolutely fundamental preliminary step in creating a message that speaks directly to individuals driven by a real need.

Personalization and relevance are essential: speaking the language of customers is a valid precondition because it allows us to cross an initial barrier, that of understanding. But its not enough: its necessary to publish content and ads that thematically adapt to the place where they are displayed. For example, shorter videos with simpler and more immediate narrative hooks work better on social media feeds, while a longer video is probably better suited to YouTube. Put yourself in the end users shoes and humanize your relationship with him or her right away. As in any Inbound strategy, even in the case of B2B marketing the starting pointeach persons needs and desiresis unique.

See the article here:
The importance of personalization in the B2B inbound marketing tactics - Doxee

BEIJING: Nothing could stop Dr Jerome Liew from reaching out to his audience, not even Covid-19.

When the Kuching-born general practitioner was asked to address the concerns of Malaysians in Sichuan province about the coronavirus, he relied on social networking to get his job done.

He gave a health talk last week to a WeChat group of over 150 Malaysians, mostly based in this southwest Chinese province well known for its spicy food and giant pandas.

Malaysian Embassy officials started the group chat to better communicate with Malaysians in Sichuan.

Dr Liew, who is based at a hospital in Sichuans capital city of Chengdu, was approached by a member of the group to give the talk. And he was more than happy to share his knowledge.

There was a minor setback though.

Dr Liew, 35, had given countless health talks previously and he had never doubted whether his audience could follow or understand what he said.

Last weeks WeChat talk was different for him as he was unsure whether the participants could grasp his message.

During the one-hour session, he sent out over 100 voice and text messages plus dozens of materials in image forms.

I could not see their expressions, so I did not know if they understood me or whether I was going too fast or too slow, he added.

Dr Liew said that face-to-face sessions would allow him to interact better with his audience but the current situation did not permit him to do so to minimise the risk of spreading the virus.

Among the popular questions posed to him during the WeChat talk were those that concerned the travel advisory to China, the incubation period of the virus, its symptoms, personal healthcare and vaccine-related matters.

If you are overseas and you can afford not to come back yet, I would advise you to stay there as long as you can, especially those with children, he said, adding that travelling and staying in crowds would carry the risk of getting infected.

He also corrected the misinformation that the audience gathered from the Internet.

One common fallacy is the way to wear a surgical mask.

Dr Liew explained that the side of the mask with a darker shade whether green, blue, pink or white should always face out regardless of a person being ill or healthy.

The medical doctor, who spent the past 17 years in Australia, came to Chengdu six months ago.

I came here five years ago to visit a friend and I love the city, so when I got the opportunity to work here, I grabbed it, he added.

He said he enjoyed the tea culture in Chengdu and socialising with the people at the parks.

And he has started learning to play mahjong, the most popular past-time of the locals.

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Doc reaches out via WeChat group - The Star Online

Oppo Smartwatch with curved display teased in images 

After a lot of rumours in the last few weeks, a new teaser has emerged which shows Oppo's upcoming smartwatch. The company has teased the new smartwatch on the Chinese social networking website and also Oppo's VP Brian Shen has shared a picture on Twitter as well.

The teaser image shows the smartwatch with a flexible display which brings in a curved design and has also added that the smartwatch could be the best looking watch this year. The teaser shows a gold shiny casing, two buttons on the right side of the frame which could double up as navigation buttons, home button, and the back button. There is a microphone hole in the middle of the buttons which hints at a call feature.

Also, there are rumours that Oppo may release a 5G version of its smartwatch. The teasers also show that one of the buttons will double up as a notification LED light as well.

Other than that, the image shows a silicone strap, but the watch may also arrive with a leather strap as well. The launch timeline is not specific but we could see a probable launch alongside the Oppo Find X2, and the Find X2 Pro which is arriving sometime next month.

Link:
Oppo Smartwatch with curved display teased in images; design mix between Apple Watch and Fitbit Versa 2 - Times Now

Are you a beginner and wanted to get more following for your Instagram Profile? This is the right page for you. Here is the information about it with a neat explanatory content. Do you feel getting real Instagram followers is a tough task? Of course, it is difficult for beginners (if youre not a popular person). But dont worry, we are here with the best tactics to increase real followers on Instagram.

As we all know that Instagram rapidly outgrew its first perception as a comic for kids and it has become a significant content marketing, networking and audience building for brands, selling, promoting brands or services for business growth.

Also Read: Best Unique Instagram Captions to Increase Girl Following

Instagram is the most famous social media networking platform out of all sites on the planet, count of more than 200 million active users monthly and 1.6 billion likes per day for the 60 million shared images. Is it not a huge number?

Of course, Yes? But this is an average number so imagine how much competition is going on between user to user. Hence, your work should talk about you to gain followers for your Instagram Account.

As of now, Instagram has more than one billion active users and off the charts user engagement levels. 80% of business accounts or actively participating in Instagram, it looks like marketers can be smarter even more to get familiar with Instagram for their business.

Must See: 500+ Top Most Cool & Trendy Instagram Quotes for 2020

It doesnt matter whether you are using Instagram for your own personal account or business. The only matter is good to reach and attention for your content & posts. So, we find out the 10 best tips for you all to grow a real and relevant audience on Instagram.

Are you ready to check out the best 11 proven ways to get a real following on Instagram in 2020? If yes then, go ahead with the below modules.

Here is the list of 10 best actionable ways to boost your IG followers engagement and also to gain a real Instagram audience for your profile in 2020:

One visual marketing tool Tailwind examined above 100,000 Instagram profiles in 2017 in order to know how posting rate affects followers growth and engagement.

As per the outcome after their study, Insta profiles that posted at least one per day and seven per week will gain more followers and get more likes compared to those posts which are posted less frequently.

If you post consistently on Instagram then you will see a positive impact on your posts. For branding, the regular flow of Instagram posts is the best approach to see the best outcomes.

Post Consistency is the key element to gain more attraction from your audience for your posts on Instagram. If you share posts on a regular basis and it may get good engagement, then the Instagram algorithm will recognize your posts and place it at the top of your followers feed. So, follow this useful tip and do postings every day at least one and gain more followers for your IG profile.

Are you confused about When is the best time to post on Instagram? Then, get the detailed info with the help of the link provided here.

Well, Instagram developed new features by keeping the latest technologies into consideration and assisting people to grow their followers easily. Though it was started as a photo-sharing platform, features like IGTV Videos, Live chats, and Stories are rapidly increasing the users attention towards the app.

So, focus on these Live videos and IGTV videos to get real Instagram followers and likesfor your posts & stories. These kinds of benefits will really helpful for branding. People can create interesting videos with unique content about their brand and make their fans engage with the brand and also grow their following.

Below are the few effective reasons to try posting with these new content styles:

Using the right hashtags can help you a lot to reach your audience and increase more followers on Instagram. Its tough to research and choose the correct Instagram Hashtag for branding. So, people need to think creatively and apply hashtags for their posts.

Also, Instagram recognizes the trending hashtags based on your search and helps you to pick any of the popular hashtags to increase your Instagram followers. Even you can research & use relevant & trending IG hashtags that are taken from the free hashtag generator tools for your Instagram Posts.

At the time of posting Instagram permits for a max. of 30 hashtags per post, but TrachMaven discovered that nine tags look like the optimal number to gain the maximum engagement & following. So, look for plenty of relevant hashtags and select the best one out from those tags and utilize them on your posting to get more followers on IG.

Moreover, we have prepared the ultimate guide about Instagram Hashtags to Grow your IG followers and User-engagement.

Are you looking for the best tactic to gain more followers on Instagram? Then, this is the best tactic to implement and let your audience in touch with you. The actionable and organic way to reach real Instagram followers is by writing descriptive longer captions for your posts.

Instagram is all about the visuals with high-quality photography, aesthetic and on-brand photos. But the greatest trend for this year 2020 is authenticity, by using long-form quotes and captions that permit your viewers to know more about you, your brand, and your passion & mission.

If you want a fact behind this tactic then you should know the present average caption length which is doubled more than since 2016, according to some influencer research report.

So, in this decade 2020, our Instagram feeds might be filled with an average caption length of 405 characters, which averages can rapidly become 65-70 words!

Influencers are the best examples of this tactic. So, brands are now taking initiation to use of the trend too especially at the time of raising awareness for the reasons that they stand for.

Must See: How to write a Good Instagram Captions for Your Travel Pictures to get more likes?

Collaboration is the best way to increase your Instagram reach and grow Instagram followers. Collaboration can be either via partnership or sponsorships with other famous stars or influencers. This tactic is a great one for all business Instagram users.

If you can invest more amount of penny for social media sponsorship, then influencer marketing can be the best possible way for you to gain reach & grow followers. You can choose any one of the influencers like from micro-influencer or top influencers, it depends on your brand and benefits that you offer influencers.

Do you agree that Instagram stories are rapidly increasing in popularity, to above 400 million users every day? Most of the people reported that they love viewing insta stories more than the scrolling their Instagram feed so be more creative with your IG stories and experience your followers behind the scenes and tell them the most exciting parts of your day.

Use Instagram stories with more features like question stickers, poll stickers, location, hashtags, quirky GIFs and latest ones is music. You can explore more with the most interesting filter effects and boomerang effects. Stories are a fantastic way to begin the engagement with your followers and explore in a deeper way.

Also Read: How to Find Best Instagram Username Ideas to promote your Business or Personal Account?

The most amazing part of Instagram is geotagging your posts with a particular place or city. If you geotag it then the other users who have used the same geotag can view your photo too so they may potentially follow you since you have a common point and perception.

If you confused to geotag your photos then you can use tagging a location instead of that. These both geotagging your photos and Instagram stories will cover maximum engagement and get more followers on Instagram.

If you see the Instagram algorithm, the major concern is followers engagement when deciding how many users to show a post to.

The more engagement you have per post, the more people will view it in their feed directly.

When you post anything with a unique style them it may have chances to get more engagement beyond what you think. So, be a creative person and design everything in your posts with stylish and impress your followers to engage with you. To reach this point, you need a great practice.

Practice can make you win and here it makes you gain and engage with followers by liking, commenting, & sharing your posts. With more engagement, your posts may even be displayed in the top hashtags posts or in the explore tab, so it reaches even more people and potentially get real followers on Instagram.

One of the most gaining factors that you should consider while posting about your branding content is creating a Contest post. If you host contest posts than you will surely increase your reach on Instagram and it tends to get more new followers. For example, you could invite your viewers to tag your friends and win some exciting takeaways from you after participating in the contests.

By using posting the contest related posts on Instagram, you may reach other people too along with your followers and they may get to know about your brand. So, you can also gain some audience from the contests posts on Instagram.

Along with the contest posts, you can even utilize the call to action prompts to revert your existing followers and new followers and gain attract some of them with your other branding posts and make them follow your account for more updates about your brand.

Also, one more proven way to get a real following for your IG Profile is cross-posting on other social accounts. At last, ensure that your fans should know that youre active on Instagram via cross-posting. As you are using an amazing and user-friendly Instagram platform where it makes simple to share your posts on other platforms such as Facebook, Twitter, and Tumblr, that can be the best tactic to gain some additional exposure.

You can understand how great is cross-posting by reading this next line. As per the study of Buzzsumo, More than one billion Facebook posts from three million brand pages discover that photo posts on Facebook through Instagram attain more engagement compared to natively published images. So, did you get your answers to your questions?

Moreover, you can try embedding Instagram images in your blog posts or add the Instagram feed to your Facebook page for some extra discovery. Use this tactic and experience the huge following on Instagram.

This is the most crucial part you must concentrate while working on your insta engagement. Nothing but making your existing followers happy and observe the results in audience growth. All the above tactics are the best ones to help you make your Instagram followers happy. So the last thing you want to do is look needy, robotic or sales-driven.

Always attempt to manage your IG Account with good thoughts and place it on your post content for your followers because they were your friends on your personal feed. Instagram never keeps dot to its growth so make use of all these tips and trending updates to get followers and increase your brand reach.

Social media is a very powerful marketing platform, so drive to build real & great audiences and get more eyes on your content.

Not only these 10 tactics can assist you to gain more followers, you even can check the following module ie., how to get more followers on Instagram?

If you want to increase your Instagram account followers with real & authentic people, then you must read the following points to get more followers on Instagram:

How to Gain More (Real!) Followers on Instagram? (Other Tips)

Cross-promote your devoted hashtag on all your social media accounts, emails, and on your website.

Get crazy and innovative with your hashtags. Never be boring with your hashtags, create funny, outrageous, or ironic tags to attract the real audience.

Research for the locally relevant and trending hashtags. Also, join the group conversations to get more people who are real for your IG account.

Make the most interesting Instagram Bio URL and use your IG Bio link to drive traffic to all your old and newest content on Instagram.

Write Narrative Captions on your Insta posts or stories to engage people. A Good Storytelling Instagram Captions will aid you to generate more engagement and sharing.

Communicate with top influencers or micro-influencers and try to get into their space and become one of their favorite brand or people.

Dont need a tagged photo of you or your brand on your Insta profile? Edit Tags to conceal images from your IG account.

Modify your settings from time to time so any potential awkward tagged pictures wont display in your profile without your approval.

Compose your own recognizable and unique style of content and images. Discover what your audience is liking most to visit your profile again and do those things to stand out your IG Account and increase your followers.

Must focus on local activities, thats possible only when you visit the places tab and watch the happening things around you, and a city youre aiming in ads or an incident in a specific location.

Use an appropriate call to action prompts to tell people about what you want them to do with your Instagram posts and stories. Also, discover other important and useful ways to gain people to share your content on their profiles.

Give your feedback about the above tactics to grow more real Instagram followers via the comment section below and also share your Instagram experiences or your own tips to gain authentic followers on Instagram with us so we can post them for our website users as real-time experiences.

We always love to hear yours, too and convert the conversation into a post is the best part for us and also it really helps our audience so keep in touch with us daily and know more alerts on Instagram. Bookmark( Ctrl+D) our portal Versionweekly and get more related info about Instagram further.

Read more:
How to Get More Instagram Followers In Short-Time? 10 Surefire Ways to Gain Real Instagram Followers in 2020 - Version Weekly

Full Service Workers Alliance co-founder Simone Barron discusses the threat minimum wage increases poses to jobs in the food service industry.

Ordering from these exclusivemenus requires a membership fee.

Restaurateurs and hospitality executives around the world are adopting a We Work-like model minus the work, charging guests an annual fee to access intimate dinner parties and live entertainment that can be nearly impossible to get into otherwise.

More restaurants are charging a membership fees for eaters to access multi-course tasting menus and entertainment.

Omars La Boite, a speak-easy style supper club, opened Wednesday on the Lower East Side of Manhattan where guests get access to cocktail parties, multi-course dinner menus and live music from cabaret singers, DJs and dancers in the nightclub space. Prices start at $1,500 annually, and guests can apply online where memberships are marketed with a "FOMO"tactic (millennial speak for fear of missing out) as being the best cocktail party to be invited to.

The nightclub at Omar's La Boite. (Cristina Macaya).

New York City-based restaurateur Omar Hernandez, whose dinner parties have attracted stars like Madonna, Spike Lee and Alicia Keys, tapped 21-year-old chef Flynn McGarry, who has been called the Justin Bieber of food, for the tasting menu comprised of items like Dover sole and caviar. The idea is to curate a social network and get people out from behind their smartphone screens, Hernandez says.

Its more of a social dining club. Were curating an evening of great company and high comradery with great food and entertainment, Hernandez told FOX Business. "I dont want people tojust come and have dinner we want people to cultivate relationships."

The cocktail and dinner party subscription of sorts follows a similar model to Soho House, an international members-only club that costs more than $3,000 a year to access any location around the world. Those who dont want to splurge on membership at Omars can try their luck at getting a reservation on booking site Resy, but wont get the same access to the all-inclusive entertainment.

The lounge at Omar'sLa Boite. (Cristina Macaya).

With the ongoing retail apocalypse and rising rent across the country, more restaurant ownersand entrepreneurs are tapping into experiential concepts to compete with online meal delivery services and feed the need for interaction outside of the office, industry insiders say.

"The competition among restaurants is fierce," Andrew Rigie, executive director for the New York City Hospitality Alliance, said. "It's about food and beverage quality, service and hospitality, and creating anexperience that brings customers back."

Members-only restaurants have been around for years, with some charging thousands of dollars for people to belong. Bohemian, a Japanese restaurant located behind a butcher shop in the Noho neighborhood of Manhattan has been in business for nearly a decade. Theres no phone number or website, so guests must know someone who has dined there to get a seat in the intimate, 15-person dining room. In San Francisco, some eaters pay $2,400 a year to experience The Battery, a social club of sorts for tech execs, venture capitalists and entrepreneurs to dine on lobster and mingle at private lectures, concerts and book signings. In addition to food and wine, the club also features a garden and spa along with an on-site gym.

Internationally, perhaps one of the most exclusive members-only supper clubs is the posh winter playground of the one percent in St. Moritz, Switzerland. Dracula Club, the world-famous jazz and supper club on the premises of the Kulm Hotel, founded in 1974 by photographer and art collector Gunther Sachs, enforces a strict dress code of coats for men. The exclusive club, which used to be a secret club for bobsledders, only holds 150 guests or life members, as they're called. Admission begins after 11 p.m., and those who enter are greeted with a life-size coffin in the dimly lit entryway. Diners can nosh on an assortment of luxe dishes like foie gras, beef carpaccio, and black truffle pasta.

While having an exclusive component can elevate a restaurant to become a dining destination, Rigie says the members-only restaurantbusiness model isnt sustainable longterm.

Members-only restaurants provide the wealthy and connected an exclusive and private way to meet, eat and drink, but itmay be a difficult financial model for many of these restaurants to survive long-term unless theyre subsidized within a larger a larger development, Rigie said.

Still, some young people are willing to fork over the money and say its an investment in growing their businesses and brand. Michael Tommasiello, 31, who lives in Brooklyn, N.Y. has been a member at Soho House for more than five years.

"I don't mind paying for access to a social club because it's good networking and business,"Tommasiello said. "I've taken a lot of clients there for lunch or dinner, and I've met a lot of people, so for me, it helps."

And at a time whenAmericans are lonelier than ever, having a place to eat, drink and see people you know is like a real-life "Cheers" for thosewho can afford it.

"I like going to a place where I know I'm going to run into people I know," Tommasiello said.

The trend comes as more consumers are investing in experiences over tangible things. A recent survey polled 3,200 people globally about spending behavior and found that 76 percent said theyd rather spend their money on experiences over material goods, according to findings from advertising agency Momentum Worldwide.

CAVIAR GOES MAINSTREAM WITH PRICES AT RECORD LOW

Research suggests that more and more people are allocating their money towards experiences that make them happy. Research from Cornell University psychology professor Dr. Thomas Gilovich found that the feeling of happiness consumers get from buying something new like a car or clothes fades while experiences like a dinner or vacation have a lasting, positive impact. The psychological term is called the Easterlin paradox, which suggests that money can only buy happiness for so long.

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The rest is here:
Subscription-only restaurants is the new social networking if you can afford it - Fox Business