Move over, Spotify. And Rdio. And Google Play–Apple Music is coming through. Apple announced this week that its new streaming service is now available on iPhone and iPad and comes at a price of $9.99 per month. Apple has generously offered interested parties the option of a three month trial period to decide whether or not it’s worth purchasing. The most important thing we’ve all learned from this—thank you, Taylor Swift—is that Apple has the ability to attract more independent artists with goodwill gestures such as this.
Last week, the American Business Awards announced Gold, Silver and Bronze Stevie® Award winners during a ceremony here in Chicago. We’re thrilled to share four of the media relations campaigns we executed on behalf of our clients won awards in the “Communications or PR Campaign of the Year – Marketing – Business-to-Business” category.
Here’s an overview of each campaign that won an award:
It’s a great time to be a tech company in Chicago. Don’t believe us? Just ask the over 14,000 attendees who mixed and mingled at Techweek last week in the heart of downtown Chicago. The good news is that you don’t have to track down all the attendees to find out what you missed. With the help of our client Wayin’s software, we’ve rounded up the top influencers and quotes from the five day jam packed conference to bring you the top conversations and interactions of the week. Enjoy!
Tweets are from June 22, 2015 to June 27, 2015
Visualization of Tweets:
Wayin is a social intelligence and visualization company that makes tools to analyze and integrate social content into sales, service, and marketing efforts. Wayin gives brands control over their social data to create real-time experiences for consumers that foster trust and drive action. Visit http://wayin.com/ to learn more.
Instagram is great for many things, like selfies, #TBTs and “food porn.” But until this week, it wasn’t always easy to find the gym selfie you were looking for. However, on Tuesday Instagram unveiled its updated search and explore tools that suggests people you might want to follow, identifies trending tags and categorizes images and places into digestible curated collections. If you weren’t a believer of Instagram before, this update is sure to convert you.
While B2B marketing channels have changed, business goals have largely stayed the same: more leads, more sales, more growth.
But while the opportunities presented by this new marketing landscape are palpable and well-documented, B2B businesses are still asking some good questions that touch on the daunting nature of the task at hand:
How do we generate measurable business results?
How can we pull customers to us without pushing a salesy message?
What channels should we focus on?
How can we get it all done with limited time and resources?
Nebulous results, an evolving customer, and the explosion of new channels are certainly challenges. But those businesses that get to work on solutions will leave those that ignore them in the dust.
Build Your Digital Ecosystem
B2B companies need to leverage specific channels to reach the right audiences within a unified marketing framework. We call this framework the Digital Ecosystem model. The channels used in this model can include any combination of digital and traditional publications, search advertising networks, and social media. And at the center of this ecosystem is your company website, which must be optimized for usability, search and lead capture.
When your digital ecosystem is fueled with quality content that is on-brand and speaks directly to the interests of your audience, your business will be handling leads at every marketing touchpoint. As your marketing strategy is executed, you might be surprised by the way different channels begin to amplify the overall impact of your brand, resulting in
Greater brand awareness. Your prospects will come to recognize and feel comfortable with your brand as they notice it appearing in media outlets, social feeds and their inboxes.
Heightened credibility. When you give your audience informative and useful content, they will naturally consider you a thought leader in the industry.
Increased conversions. A thriving digital ecosystem doesn’t only deliver more leads; it cultivates better leads that are further along the marketing and sales funnel than prospects contacted through traditional sales methods.
We’ve seen first-hand that digital ecosystems succeed when multiple channels are flourishing together:
Nation in Motion, a program created by the American Academy of Orthopaedic Surgeons (AAOS), saw organic search traffic to its website rise by 1120% in just one year thanks to a combined approach to SEO, content management and digital strategy.
Echo Global Logistics, a leading transportation management provider, enjoyed a 750% increase in annual organic search traffic over three years and a 300% increase in conversion rates through a blended digital, content, SEO and PPC program.
Electronic Commerce, Inc. (ECI), one of the fastest growing technology companies in the U.S., saw search traffic increase by 243% only six months after the launch of an integrated digital strategy and SEO campaign that included an award-winning website redesign.
Visit the Walker Sands website. We specialize in PR and marketing services for technology solution providers and B2B companies. Walker Sands Digital offers a wide array of digital marketing solutions and helps firms to get the most from their online presence.