What's Trending: New Ways to Extend Your Marketing Reach

February 23, 2018

Girl on phone drinking coffee

Ask any digital marketer about the top challenges they face today, and this answer is all but certain to rank near the top:

Getting in front of the right people.

A variety of online ecosystem dynamics — increased competition, dwindling organic reach, constantly reshaping SEO factors, and evolving customer behaviors, to name a few — have diminished the effectiveness of many traditional, tried-and-true tactics for growing a brand’s visibility on the web.

Shocking headlines aside, SEO success is still important; the best methods for getting there are simply changing. The same is true for achieving organic reach on social, driving ROI through email, and other staples.

But savvy digital marketers are expanding their repertoires to ensure they’re actively exploring every channel and approach that resonates with today’s audiences.

This means focusing on mass personalization. It means adapting your strategy to user preferences, through considerations like voice search and video marketing. It means enlisting respected thought leaders who can serve as credible conduits for your messaging.

This week at B2B Marketing Exchange in Scottsdale, I had the opportunity to co-present alongside TopRank Marketing’s Lee Odden on the subject of optimizing influencer marketing efforts to engage millennials in the B2B space. This represents a key opportunity for connecting with the next generation of professionals in the way they desire. Based on data trends, it’s no surprise that influencer marketing is expected to keep growing dramatically here in 2018.

What other avenues will prove most effective for broadening reach, and ensuring your company is staying visible to the people you care about, this year and beyond? Let’s take a tour through some of the past week’s most popular content around the web to see what marketers are prioritizing.

What Marketers Were Reading and Sharing Most This Week:

1. 5 Content Marketing Quick Wins for B2B Brands in 2018

Customer reviews, online chat, and quizzes are among the five recommendations from Elise Dopson for boosting the impact of B2B content.

2. Why LinkedIn Groups Can Be Great for Businesses (and How to Create a Successful One)

As the core function of social media marketing shifts from broadcasting to engaging, closed groups are critical opportunities for marketers to get closer to specific audiences. Alfred Lua explains why LinkedIn Groups are a great resource, and how you can create one for your niche.

3. 9 Web Design Trends That Will Change The Way You Interact Online This Year

Unique and striking visual content stands out. Have you considered styles like data storytelling, broken grid layouts, and dynamic gradients to give your pages some aesthetic punch? Saijo George presents an intriguing list filled with compelling examples.

4. Digital in 2018

We Are Social and HootSuite teamed up to create this exhaustive global overview of the current digital landscape, with tons of stats and charts. Great info here for any marketer wanting to gain a better grasp of usage trends and regional tendencies:

5. How to Market and Sell Using Webinars

The webinar is another rising tool for reaching people in a more immersive and interactive way. At Social Media Examiner, Michael Stelzner picks the knowledgeable brain of Amy Porterfield to uncover best practices for webinar setup, content, and follow-up. You can also use LinkedIn to promote your webinar.

6. Making Website Speed and Performance Part of Your SEO Routine

As algorithms evolve and ranking signals change, one thing will never go out of style: a fast-loading website that gives users what they’re looking for quickly. Bobby Lyons outlines some practical tips for powering up your site’s performance.

7. 3 Best Keyword Research Tools of 2018

Not only are keyword research tools helpful for SEO, they also help you learn more about your customers and competitors. The Sharp Brain calls out three popular options that can give you an edge:

8. 9 Emotional Hooks That Will Make Your Content 10x Better

Content that evokes an emotional connection from its audience is vastly more memorable and effective than content that does not. Adam Heitzman offers several different ways to hook your readers more deeply, including mystery, storytelling, and surprise.

9. How to Outsmart Writer’s Block with Neuroscience

Writer’s block is a productivity crusher for content creators everywhere. At Copyblogger, Kelton Reid provides some science-based techniques for overcoming mental barriers.

10. How to Train a Journalist in Content Marketing

Given the intrinsic writing and research skills, hiring folks with a journalism background for content marketing roles is fairly common. This post at CMI from Daniel Hatch includes some helpful pointers for a smooth transition.

Continually uncover new ways to reach your target audience, on social media and beyond, by subscribing to the LinkedIn Marketing blog.