Living Stone blog 3

 

 

Creating a strong brand: why it’s important

You’re 100% behind your organization’s offer, which contains life-changing products, but you see the development of your brand identity as a side issue? Time to change that vision, and to pursue a brand identity that fully covers the added value your company and products have to offer.

B2B video trends for 2021: spotlight on short-form video

Short-form video is one of the key marketing trends to watch in 2021, according to the experts at HubSpot1. Driven by the popularity of platforms like TikTok and Reels on Instagram, short-form video is taking over the online landscape. What’s considered short-form? Anything less than two and a half minutes, with the length varying by platform: 15 seconds is the length of videos on Instagram Reels, up to 60 seconds on TikTok, and up to two minutes and 20 seconds on Twitter. (YouTube is still the platform of choice for longer video; two minutes is a recommended length here, but educational or instructional videos that are longer than that are ok too2. 

Coronavirus creates “new normal” for B2B conferences

The pandemic is significantly changing the landscape for in-person conferences, congresses and trade shows. Most professional conference organizers are postponing their events to next year, with any paid registrants switched to the future event. In the meantime, we are all missing opportunities to meet with our customers and prospects.

Marketing trends for 2021: putting the focus on building community & engagement

In 2020, most B2B marketers had to switch gears and completely re-invent their marketing plans, shifting the focus to supporting their customers in a time of need and moving in-person initiatives to virtual. Now, almost a year into the pandemic, we’re realizing that a lot of the changes wrought by Covid may be more permanent, both from a marketing and a personal perspective. The experts at HubSpot have put together a report on the key trends that will shape marketing in 2021. It’s no surprise that most of them are driven by the pandemic, but the good news is that in 2021 marketing will be able to move on from the ‘panic pivot’ of last year to more thoughtful and strategic marketing approaches that reflect our changed world, and the altered needs of our audiences.

Building a marketing database

In GDPR times, it’s more challenging to build mailing lists. These regulations stipulate, among other things, that contact persons must actively agree to be contacted. You can’t simply e-mail to purchased address lists, or to contact lists of professional associations. Yet email marketing remains a strong means of staying top-of-mind with your target audiences.

Inbound marketing: are you creating the right kind of content?

It’s not hard to create content today. After all, there are thousands of content mills in operation, churning out endless streams of content. And automated content creators and content bots, which are getting better and better at creating content, are poised to help meet the internet’s limitless need for fresh content.

What are pillar pages, and how do they boost search engine rankings?

Do you need a pillar page? If you want to support your website visitors and boost your Google rankings, pillar pages are definitely something to consider. Pillar pages are a way of organizing content on your website to (1) make it easy for visitors to find high-value information on a specific topic, and (2) improve your search engine rankings. 

5 options to add to your inbound marketing strategy for 2019

Every year, the inbound environment gets more complicated, with new technologies adding greater complexity to the mix – and making your planning even more challenging. As you put the finishing touches on your inbound marketing strategy for 2019, here are 5 options to consider before finalizing your plan: 

Data shows Service Level Agreements help align inbound marketing programs and sales

Both teams should join in a firm handshake for mutual benefit, but historically work at arms’ length. What new research now shows.

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