What’s Trending: Flip the Script on Friday the 13th

April 13, 2018

Friday the 13th

Friday the 13th has long been associated with misfortune and frights. We all know about the urban legends and horror flicks, but widespread fear of this date is very real. The phobia dates back to ancient times and studies have suggested that “$800 or $900 million is lost in business on this day because people will not fly or do business they would normally do.”

But there are always multiple ways to look at things. Black cats are often adorable. Jason Voorhees would probably make a great hockey goalie. And despite its ominous rep, Friday the 13th is a date where many amazing things have happened — from the discovery of dinosaur egg fossils to the unveiling of the famous “Hollywood” sign to the announcement of evidence that water exists on the moon.

Today marks the first of two occasions this year where the 13th day of the month falls on a Friday (it’ll happen again in July). I humbly suggest we take this chance to embrace our marketing fears and confront them head-on.

In this spirit (not the scary kind), our trending content roundup this week aims to help you overcome your most formidable digital marketing challenges by striking on key opportunities.

What Marketers Were Reading and Sharing Most This Week:

1. Using Social Media Marketing in B2B Markets?

Fear: I’m wasting my time using social media; it’s not effective in the B2B space. Opportunity: Avoid the obstacles laid out by Dave Chaffey of Smart Insights and recognize that the real fear should be missing out. As Graeme Delap notes in the piece: “It’s no longer an option to err on the side of caution and not get involved. Your clients expect, and need you, to take the lead.”

2. 7 Ways to Turn a Webinar into a Stream of Link-attracting Content

Fear: I’ll waste my time putting together a webinar that doesn’t drive business results. Opportunity: Follow Jordan Kasteler’s suggestions for maximizing the usefulness and SEO impact of your next webinar.

3. Getting Started on Your B-to-B Marketing Tech Stack

Fear: Too much technology! Too many new tools! Where to even start?? Opportunity: Read this conversation between longtime marketing executives Drew Neisser and Eric Eden on laying initial groundwork for your B2B marketing tech stack.

4. Best Of SEJ Summit: Duane Forrester on the Future of Voice Search

Fear: Voice search is unfamiliar territory and it’s going to alter SEO strategies in completely unpredictable ways. Opportunity: Improve your understanding of the current voice search landscape, and how you can optimize your content going forward, with these insights from Duane Forrester:

The Future of Voice Search

5. Infographic: LinkedIn Emerges as a Powerful Marketing Channel

Fear: I’m going to invest in social media channels that don’t deliver and waste my budget. Opportunity: Analyze the results of The Social Shake-Up Show’s social media usage survey, via Hayley Jennings, for a look at trends and ROI data.

6. Insights & Tips for Content Planning and Measurement

Fear: Our content marketing strategy will fall behind in a rapidly changing environment. Opportunity: Check out this “Back to the Future”-themed interactive guide from the folks at DivvyHQ, filled with tips for optimizing your strategy, planning, and measurement from a variety of great marketing minds, including LinkedIn’s own Megan Golden and Jason Miller.

7. 5 SMART Goal Examples That'll Make You a Better Marketer

Fear: Our marketing campaigns won’t achieve measurable success because they aren’t tied to clear and specific objectives. Opportunity: Peruse these five examples from Clifford Chi of HubSpot to see what Specific, Measurable, Attainable, Relevant, and Time-bound campaign goals look like in practical terms.

8. Idea to Identity: The Design of a Brand

Fear: My lack of knowledge about branding and design will limit me as a content marketer. Opportunity: Brush up on the fundamentals with Sudio Sudarsan’s hugely popular SlideShare, which has already racked up more than 13,000 views:

Idea to Identity: The Design of Brand

9. 5 Proven Ways to Influence Emotions in B2B Marketing

Fear: At a time when authentic content is more important than ever, it’s increasingly difficult to find genuine resonance with a business audience. Opportunity: Try out one of these five reliable methods for striking a deeper chord with readers, courtesy of Katy Katz.

10. B2B Tech Marketers Make the Shift From Funnels to Lifecycles

Fear: Our customer acquisition success will be negated somewhat by a lack of retention. Opportunity: Follow Ardath Albee’s advice and transition from a buying journey funnel model to a customer lifecycle management model, which is gaining popularity among B2B tech companies that rely on recurring SaaS and subscription revenue.

In the words of Dale Carnegie, “Inaction breeds doubt and fear. Action breeds confidence and courage. If you want to conquer fear, do not sit home and think about it. Go out and get busy.”  Subscribe to the LinkedIn Marketing blog and we’ll help you put your ideas into action.

Photo: Pixabay

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