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Showing posts from September 18, 2019
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Interview with Tony Uphoff: Digital Marketing for B2B Manufacturing Industry

Most of my clients are from B2B industrial manufacturing. I have many challenges with this industry because my clients’ products and services are very specific, niche websites.I have developed new B2B SEO and PPC strategies in my everyday hands-on experience by managing multiple projects. In addition, there is another challenge that the industry is facing, the adaption to digital transformation.I decided to talk about B2B with Tony Uphoff, the CEO of Thomas. Thomas is a leading resource for product sourcing and supplier selection. Tony is the video host of the popular, “Thomas Index Report” on industrial sourcing trends, and he is a regular Forbes.com contributor who writes about the industrial marketplace.I was curious to know what Tony thinks about the challenges that B2B manufacturing companies are facing when adapting to digital transformation and data-driven culture. I know that my fellow B2B marketers who are dealing with the same challenges will find a lot of value for themselv…

‘Intent’ should be every marketer’s #1 obsession

Google’s ranking algorithm might remain a mystery, but it’s always surprising to me that all marketers don’t rally around the same important concept as the most crucial of all: intent.By “intent,” I mean both user intent and what I call “creation intent.” That is, we should always be focused on what people are looking for and why we’re creating something because where those two elements meet is where the most successful content lies. Don’t get me wrong: There are other important elements, of course, like quality backlinks and keyword optimization, which can greatly boost your chance of ranking highly.But intent should always be the foundation you’re building on. Without it, it’s like serving someone steak when they ordered a cheeseburger. Sure, steak is great, but it’s not what they wanted. So, figure out what they want first — start with that cheeseburger. And then dress it up with crunchy fried onions and some chipotle aioli and some pepper jack cheese… and now I’ll go get some lunc…

Life is like a stack of martech

Kicking off the first full day of the MarTech East conference, MarTech conference chair Scott Brinker delivered his welcome keynote filled with valuable approaches to martech and Indiana Jones references a-plenty.Brinker dove into concepts ranging from product adoption to stack integration, sharing his “eight P’s of self-service martech” to help demonstrate how our organizations can move from being assisted by martech to being embedded (or even absorbed) by martech.But what do organizations look like when they are embedded or absorbed by martech – and should we bother trying to get to the next level?Embedded MarTechOrganizations embedded in martech, according to Brinker, typically have controlled efficiency, but are often limited to a few players within the company. Requests are often queued as they flow between departments, and projects are managed in a narrow and sequential manner that can put limitations on our own capabilities.Absorbed MarTechAbsorbed environments rely on instanta…

Facebook said it would stop letting advertisers alter news story headlines in 2017, but it’s still happening

In April, 2017, Facebook stopped allowing users and Page owners to alter news headlines shared via organic posts in an effort to stop the spread of misinformation on the platform. At the time, Facebook continued to allow advertisers to alter headlines if the news articles were being used within an ad. Later that same year, the company said it was working to disable the option for advertisers to edit headlines when using publisher articles in ads, but the update to Facebook’s Ads Manager tool never happened.UK advertiser changes BBC headlineA recent report by FullFact.org (an independent fact-checking charity in the UK) revealed a BBC headline had been altered by an advertiser as recently as last month.The original story published by the BBC included the headline: “School spending: Multi-billion pound cash boost announcement.” But, when the story was used in a series of ads paid for by the UK’s Conservative Party organization, the headline was altered to read: ” £14 Billion Pound Cash …