Borenstein Group CEO Gal Borenstein shares his insights on technology marketing in Marketing Executives magazine. Gal reviews four of the biggest technology marketing flops of the past year, and offers insight on ways brands can avoid falling victim to the same challenges. Read more on the Borenstein Blog.
Content marketers in the B2B space know that the game is always changing. First, it was all about the blog, then Facebook ruled. Now, case studies and video content are each surging in popularity and importance. Recently, MarketingProfs along with the Content Marketing Institute released a fascinating study of “The State of B2B Content Marketing In North America,” with loads of great insight into the content tactics top B2B marketers are using to raise brand awareness and generate new leads. Let’s take a look at some of the highlights:
- 91% of B2B marketers rely on content marketing as the central component in their integrated approach. That other 9%? Well, we probably haven’t heard of them anyway.
- Social media takes the cake as the top tactic for B2B marketing, with 87% of survey respondents citing it as a primary focus. The top 30% of effective tactics are all digital. Web articles, videos, case studies, blogs, all direct email marketing all ranked in at 70% or higher. Games/Gamification is a newcomer to the list, but at 11% definitely indicates a trend toward interactivity as a lead gen tool.
- LinkedIn rules the roost when it comes to social media channels that B2B markets identified as most effective outlets to distribute content. The use of LinkedIn is up almost 8% from 2011 with 83% or respondents referencing it at the top spot. In a lot of ways, this makes sense. B2B marketing is often a matter of appealing directly to decision makers. LinkedIn is where the decision makers dwell. In fact 59% of respondents tailor content to directly appeal to individual decision makers.
- In the past year, the use of videos as a B2B marketing tool has increased by almost 20%, with 70% of respondents listing video as a primary tactic. (Check out this Borenstein-produced video created for a client in the defense-aerospace sector)
- Good news for content creators: 54% of respondents say they intend to increase their content marketing budget in 2013. That means the focus on content as a B2B brand promotion and lead gen source will only intensify over the coming year. Also, it’s the small companies that will be spending a larger percentage of total marketing budget on content. Micro biz (less than 10 employees) is expected to spend 42%, while big business (1000+ employees) will top out at only 24%. So, keep those keyboard fingers nimble!
For most marketing professionals, the biggest challenge in content marketing is simply keeping up with the demand for new, meaningful content. And It’s not enough to produce quantity – quality content is still king. If you’re considering ways to improve B2B content marketing efforts for your business, or you’ve got great ideas of your own, we’d love to hear from you. Check out our Contact Us form, or give us a call at 703-385-8178.
In the sea of small business, the fish are hungry. Getting them to bite is easy with the right bait. Check out this new Borenstein infographic to learn more about the sea of digital inbound marketing, and a catch a few great tips on how to generate leads using digital strategies. For example:
- 67% of B2B companies surveyed earned new business through Facebook
- 61% of B2B companies converted leads using LinkedIn
- 63% of B2B companies used blogs to earn new business
- 53% used Twitter to connect and converse with potential clients
- 85% of respondents feel that blogs are useful, important or critical to earning new business.
This shows that inbound marketing (blogs, SEO, Social Media) far outweighs outbound marketing (direct mail, trade shows, telemarketing) when it comes to ROI on marketing dollars.
Organizations that rely predominantly on inbound marketing report a 62% lower cost per lead than organizations that focus solely on out-bound marketing.
Ready to bite? Give us a call at 703-385-8178 or visit our Contact Us page for more information on how the Borenstein Group team can help your business hook new leads through smarter digital marketing strategies.
FAIRFAX, VA – The Borenstein Group is proud to announce that it has been nominated as Best Mobile App Finalist in the Ragan PR Daily’s Digital PR & Social Media Awards 2012. The Borenstein Group’s app, “Turtle or Soup: Survival of the Smartest,” is a fast-paced racing game that teaches players how to use social media and digital marketing strategies to improve return on investment. The app has already brought home multiple national and international awards this year.
The Ragan Awards competitions are the most prestigious in the PR and corporate communications industry. With nearly 800,000 readers monthly, Ragan’s popular news sites are followed by communications professionals in every country in the world, with nearly 600,000 daily readers in North America alone.
Ragan PR Daily received submissions from hundreds of entries to the inaugural annual awards event, from in-house communications departments to PR and Marketing Agencies of all sizes from across the nation. The Borenstein Group was named finalist among industry PR icons such as Waggener-Edstrom, and Xivic Inc. Categories included Best Blog, Best Digital Marketing Campaign, Best Content Marketing, Best Website, Best Social Media Campaign and many more. Judges narrowed down the submissions to an elite group of finalists to be recognized at an award luncheon in New York City on January 24, 2012.
“We’re delighted to be honored with this exciting nomination,” said Borenstein Group President and CEO, Gal Borenstein. “Especially considering we were up against some of the brightest minds in app development in marketing today.”
The Borenstein Group’s app, “Turtle or Soup: Survival of the Smartest” is available for download on iTunes or the Android Marketplace. The action centers around Roi the Turtle, who represents small business, and Biggie the Rabbit, a greedy embodiment of big corporate competitors. Roi and Biggie race around Washington, DC landmarks in a head-to-head heat for marketing success. To win, Roi must collect social media icons, rocket boosters and coins – each important tools in smart marketing strategy. More information on Turtle or Soup is available at www.turtleorsoup.com.
“To us, marketing is always a competition,” added Borenstein. “You’ve got to go for the gold. In our app, Roi the Turtle is the classic underdog. But with hard work and smart strategy, he can overcome any obstacle to win the race.”
Ragan PR Daily is a trusted source of industry information for PR professionals and digital, mobile and social media marketers worldwide. The firm offers conferences, webinars as well as digital and publications. The firm’s parent site, Ragan.com, offers insight from distinguished contributors and boasts an expansive audience of communications professionals. For a full list of Ragan PR Daily’s 2012 Digital, PR & Social Media Award nominees, CLICK HERE.
When working on with clients on digital branding and marketing campaigns, we frequently encounter the “skeptical executive” – one who rose through the ranks long before the social revolution took off, who “just doesn’t see any value” in incorporating a social media component into the brand. For those in the B2B and B2G marketing sector, that perspective is probably woefully familiar. Here are five quick, compelling points that can help convert the skeptical exec into a social media believer.
- Social = Sales: Revenue is the bottom line for many execs. If it makes money, it’s worth it. This is perhaps the most convincing rationale for incorporating social media into an integrated campaign. Social media activity improves search engine ranking, it drastically improves brand awareness, and viral shares mean more leads and more new business – all for a fraction of the cost of some traditional methods.
- Customer Service: Social media is a conversation. It offers business a unique opportunity to actually engage and discuss a product with consumers. By responding to questions and concerns on a highly-visible platform such as Facebook or Twitter, companies can drastically reduce call center volume and mitigate customer service issues more effectively.
- Analytics: Every post, comment, like and share is tracked and accounted for using detailed analytics. This gives companies a unique account of who their customers are, where they’re located, what they like, and how they think. This is data can be invaluable in developing new products and targeted campaigns.
- The Competition is Doing It: Regardless of the market, industry or service, if the competitor is doing it better, they’re earning the new business. That truth applies to social media as well. Get on board or get left behind.
- Immediate Market Research: Once companies establish a social following, leadership has access to immediate and responsive audience to test new products and ideas before launch. The questions can be as simple as “what are your thoughts on this new color?” or “we’re working on X – how would you use it?” Companies can obtain feedback on products, and fix flaws in existing lines of business quickly and effectively because the guess work is eliminated.
Of course all of this depends on the company’s ability to earn and cultivate a social media presence. That’s where we come in. The Borenstein Group was recently voted winner of Washington Business Journal’s Social Madness challenge for the Washington, DC region – surpassing nearly a dozen other local creative agencies. We’re experts at getting results from social media marketing. If you’d like to talk about ways more ways to fight social media skepticism, give us a call at 703-385-8178 or visit our Contact Us page.
WASHINGTON, D.C., July 18th, 2012 — The Borenstein Group announced it has won the coveted Number 1 spot in the Washington Business Journal-Capital One Social Madness Challenge. The Borenstein Group, a premier branding and marketing firm, is the region’s only creative agency to make it to the national round, outscoring over 20 area competitors in the “Companies under 100 Employees” category.
The Social Madness Challenge is a national social media competition sponsored by the Business Journal network and Spark Business from Capital One. Competitors are grouped by number of employees into bracket-style matchups where performance is judged by the level of growth in likes and fans on Facebook, the growth of followers and frequency of posts on Twitter, and the expansion and activity of companies’ LinkedIn networks, in addition to the number of votes scored on the Social Madness website.
The Borenstein Group won the challenge by a wide margin, earning more than double the votes of the nearest competitor in the final round. Throughout the completion the Borenstein Group maintained its lead over the distinguished challengers by actively posting fresh marketing and social media tips, sharing engaging new content on Facebook, by recruiting new Twitter followers and tweeting often, and by using LinkedIn as a venue to demonstrate thought leadership.
“Social media is where today’s business engagement happens. It’s where customers and companies connect locally, regionally, and vertically,” said Borenstein Group President and CEO, Gal Borenstein. “Strategic and effective social media activity is a critical component to a successful digital marketing strategy. Today’s world is digital, and we’re helping our clients thrive in it.”
To demonstrate the company’s social media prowess, The Borenstein Group recently released “Turtle or Soup: Survival of the Smartest,” a mobile social media gaming app for the Apple and Android smart phones and tablets, in which players learn the value of social media marketing while racing around a simulated I-495 to a backdrop of the D.C. skyline.
“The point of the game is simple,” said Borenstein, “Be the turtle, or be the soup. It’s a tortoise and hare adventure for the mobile gaming market. As Roi the Turtle, you’ve got to use smart strategy and the right tools to beat Biggie the Rabbit. Our small business clients are like the turtle – with the right tools you can easily beat any competitor. It’s what we did to win Social Madness, and it’s what we do for our clients every day.”
Now representing the DC region, The Borenstein Group enters the national competition alongside fellow regional winners the Society for Human Resource Management, and Embassy Suites Hotels in the medium and large business categories respectively. The national Social Madness challenge begins July 24th, 2012.
“Integrated digital marketing is the future, and we’re ready to help companies embrace it” added Borenstein.
The Borenstein Group helps businesses achieve higher ROI through creative, cutting-edge integrated marketing strategies with enhanced capabilities in digital, mobile and social media. From mobile app development to digital branding and online advertising campaigns, The Borenstein Group enables growing companies to expand market share, raise awareness and earn new business. 184.108.40.206/~borenst1.