Scott LoSasso’s Post

B2B Marketers 👋 LinkedIn has changed the way external links show up in the feed when shared. Now, unless a post is promoted, content previews for external links (like your website/campaign landing page/whitepaper) will appear smaller. See image below for reference. Left is when the post is when it's promoted/boosted, right is organic and as-is. ➡ What does this mean for b2b influencer marketing strategies? If you require an external link and UTM to be shared within an influencer-promoted post, we'd recommend it's placed in the comments. What's the upside here? ⤵ Influencers, experts, thought leaders and content creators bring value to partnership because they can deliver UNIQUE LinkedIn-specific updates to their audience's feed. Many b2b teams don't have the time or expertise to create such unique assets, hence the linksharing. Working with independent voices that can transform external links into digestible in-feed or in-stream content that LinkedIn doesn't penalize or reduce down is an alternative (and arguably more effective) strategy to boosting every post that includes an external link moving forward. It's all about a creative, of-the-moment and balanced approach to capturing your audience's attention. 💫 If you didn't already know, now you do! What do you think of the update?

'B2B marketing has always been a tough puzzle. The target audiences are smaller and difficult to reach, with job titles and functions instead of broad demographic profiles. Selling cycles are complex and long, with a multitude of approvers and influencers behind every purchase decision. For these reasons, surgically targeted demand gen/lead, gen-oriented media often take the spotlight and the go-to tools tend to be paid social with a focus on LinkedIn, content syndication, email marketing, trade-show booths, and sponsorships. And all too often that leads to a dearth of creativity.' Phillip Katz shares how B2B marketers can do things differently

Turning the Summer Slowdown into a Growth Opportunity: 5 Marketing Tips to Boost Sales Summer often brings a dip in sales for many businesses, but it doesn’t have to be a time of inactivity. Smart marketers see the slower season as a chance to strengthen their strategies and build momentum. Here are five tips to make the most of the summer slowdown: Elevate Your Social Media Game Social media doesn’t take a vacation. Use this time to enhance your online presence—engage with your audience, collaborate with influencers, and experiment with new platforms. Whether it’s launching a contest or simply being more active, increased visibility can lead to more leads and opportunities. Experiment with New Ideas Now is the perfect time to test that innovative marketing idea you've been considering. With less pressure, you can explore and refine new strategies. Tidy Up Your Digital Space Use the lull to refresh your website or blog, clean up your email lists, and ensure your social media profiles are up-to-date and consistent. A little housekeeping now can pay off when business picks up. Offer Strategic Promotions If sales have slowed significantly, consider a fun promotion or special offer to drive engagement. Just remember—this is a temporary phase, so plan your promotions wisely. Prepare for the Upcoming Busy Season Use this downtime to plan your next big move. Whether it’s a product launch or a marketing campaign, getting a head start now will set you up for success when business picks up. Embrace the summer slowdown as an opportunity to refine your strategies, strengthen customer relationships, and prepare for the busy times ahead.

Here are some strategies to boost sales of a new product: Pre-Launch Strategies: Create Hype and Anticipation: Utilize social media, influencer marketing, or a targeted email campaign to generate excitement around your product before it launches. Pre-Order Options: Allow customers to pre-order the product to create a sense of urgency and exclusivity. Free Trials or Demos: Offer free trials or demos to give potential customers a chance to experience the product's benefits firsthand. Launch Strategies: Strategic Pricing: Consider introductory discounts or bundled packages to incentivize early adopters. Strong Launch Campaign: Develop a comprehensive launch campaign that utilizes various marketing channels to reach your target audience. Partner with Influencers: Collaborate with relevant influencers to promote your product to their established audience. Post-Launch Strategies: Content Marketing: Create valuable content (blog posts, videos, tutorials) that showcases the product's features and benefits, and educates users on how to get the most out of it. Positive Customer Reviews: Encourage satisfied customers to leave positive reviews and testimonials on your website and other platforms. Targeted Advertising: Utilize paid advertising platforms to target potential customers who are most likely to be interested in your product. Upselling and Cross-Selling: Recommend complementary products to existing customers to increase their overall purchase value. Public Relations: Secure media coverage in relevant publications or podcasts to gain wider exposure for your product. Loyalty Programs: Implement a loyalty program to reward repeat customers and incentivize them to continue buying your product. Community Building: Foster a community around your product through forums, social media groups, or online events to keep users engaged and encourage brand loyalty. Track and Analyze Data: Continuously monitor key metrics like sales figures, website traffic, and customer feedback. Use this data to identify areas for improvement and optimize your marketing and sales strategies. Additional Tips: Excellent Customer Service: Provide exceptional customer service to build trust, address concerns, and encourage repeat business. Offer Excellent Warranties: Consider offering extended warranties or return policies to reduce purchase risk and give customers confidence in your product. Run Contests and Giveaways: Generate excitement and engagement with contests or giveaways related to your product or industry. #linkedingrowth #digitalamarketing #digitalagency #digitaladvertising #digitalamarketingexpart #socialemediamarketing #socialads #socialadvertising #facebookads #facebookmarketing #facebookpage #facebookadsexpert #snapchat #contentmarketing #contentcreation #contentcreator #emailmarketing #emailmarketingtips #foryou #foryoupage

Here are some strategies to boost sales of a new product: Pre-Launch Strategies: Create Hype and Anticipation: Utilize social media, influencer marketing, or a targeted email campaign to generate excitement around your product before it launches. Pre-Order Options: Allow customers to pre-order the product to create a sense of urgency and exclusivity. Free Trials or Demos: Offer free trials or demos to give potential customers a chance to experience the product's benefits firsthand. Launch Strategies: Strategic Pricing: Consider introductory discounts or bundled packages to incentivize early adopters. Strong Launch Campaign: Develop a comprehensive launch campaign that utilizes various marketing channels to reach your target audience. Partner with Influencers: Collaborate with relevant influencers to promote your product to their established audience. Post-Launch Strategies: Content Marketing: Create valuable content (blog posts, videos, tutorials) that showcases the product's features and benefits, and educates users on how to get the most out of it. Positive Customer Reviews: Encourage satisfied customers to leave positive reviews and testimonials on your website and other platforms. Targeted Advertising: Utilize paid advertising platforms to target potential customers who are most likely to be interested in your product. Upselling and Cross-Selling: Recommend complementary products to existing customers to increase their overall purchase value. Public Relations: Secure media coverage in relevant publications or podcasts to gain wider exposure for your product. Loyalty Programs: Implement a loyalty program to reward repeat customers and incentivize them to continue buying your product. Community Building: Foster a community around your product through forums, social media groups, or online events to keep users engaged and encourage brand loyalty. Track and Analyze Data: Continuously monitor key metrics like sales figures, website traffic, and customer feedback. Use this data to identify areas for improvement and optimize your marketing and sales strategies. Additional Tips: Excellent Customer Service: Provide exceptional customer service to build trust, address concerns, and encourage repeat business. Offer Excellent Warranties: Consider offering extended warranties or return policies to reduce purchase risk and give customers confidence in your product. Run Contests and Giveaways: Generate excitement and engagement with contests or giveaways related to your product or industry. #linkedingrowth #digitalamarketing #digitalagency #digitaladvertising #digitalamarketingexpart #socialemediamarketing #socialads #socialadvertising #facebookads #facebookmarketing #facebookpage #facebookadsexpert #snapchat #contentmarketing #contentcreation #contentcreator #emailmarketing #emailmarketingtips #foryou #foryoupage

"HOW TO A CREATE NO-COST B2B INFLUENCER MARKETING PROGRAMME" Newsletter Updates from LinkedIn: Stay informed about changes and updates on LinkedIn. The platform continually evolves, and being aware of new features and opportunities can enhance your marketing efforts. Thought Leader Ads and Profile Insights on LinkedIn: LinkedIn now offers Thought Leader Ads, which allow you to target specific audiences based on their engagement with thought leaders’ content. Profile Insights provide valuable data about your LinkedIn profile, helping you optimize your presence and connect with the right audience. Collaborative Articles on LinkedIn: LinkedIn has introduced Collaborative Articles, enabling multiple authors to contribute to a single article. This collaborative approach can boost visibility and engagement. Product Marketing Strategy: Building Multi-Million Dollar Businesses: Learn from successful entrepreneurs like Noah Kagan, who used effective marketing strategies to grow products such as Mint and AppSumo. A solid product marketing strategy is crucial for success. Remember, staying informed, leveraging LinkedIn effectively, and learning from industry experts are essential components of a successful B2B influencer marketing program.

One of the main challenges in b2b influencer marketing is incentives. In the b2c world, influencer remuneration is relatively straightforward. Influencers get paid a fee or they receive free products (or both) in exchange for posting about their client. In b2b it’s much harder. There are some ‘guns for hire’ who can be paid to lend their support to you brand, product or service. But most people in b2b with genuine influence – the senior decision-makers, the C-suite, the individuals that command real respect and reach on LinkedIn – are neither willing nor able to accept a financial contribution in exchange for lending their personal brand to a campaign (and in most cases, financial remuneration isn’t appropriate for the brands running campaigns either). The challenge for brands in b2b, then, is making it worthwhile for influencers. So how can b2b marketers offer a genuine exchange of value to attract and engage b2b influencers? It’s about co-creation. Partnership. - Co-authoring reports - Arranging podcast placements or curating your own podcast for guests to appear on - Hosting industry-specific events like webinars or roundtable discussions - Collaborating with businesses as a route to working with their influential experts - Creating opportunities for the expert to build their personal brand B2b influencer campaigns need to be viewed as a partnership rather than something transactional. The influencer needs to want to work with you. Your approach has to be focused on building long-term relationships based on value exchange, not just amplifying your campaign in search of likes, comments and reposts.

🚀 Maximizing Social Media Advertising for B2B Success! 🚀 Social media advertising is now a vital tool for B2B companies, offering a precise and cost-effective way to connect with decision-makers and industry influencers. 🌟 In our latest article, we explore how IBM, a Fortune 500 leader, has effectively used platforms like LinkedIn and Twitter to boost brand visibility, generate leads, and achieve remarkable business growth. Here’s a sneak peek: "IBM’s approach to social media advertising centers around providing valuable insights to IT professionals, business leaders, and key decision-makers. By honing in on specific industries, job roles, and regions, IBM has successfully increased both lead generation and brand awareness." 🔗 Curious to learn how your business can leverage these strategies? Dive into the full article: https://lnkd.in/dDXR9t3R #B2BMarketing #SocialMediaAds #LeadGen #MarketingTips #IBM #LinkedIn #Jetaa7

If these channels aren't working for you, you're doing it wrong. -Retargeting: Still one of the most effective ways to reach potential customers who have already shown an interest in your product or service. -Email (first-party data opportunities): With the increasing focus on privacy and data ownership, email marketing is more important than ever. Use your first-party data to create personalized campaigns that resonate with your audience. -User-Generated Content (UGC): Tap into the power of your customers' voices to build trust and authenticity. Encourage them to share their experiences with your brand through reviews, testimonials, and social media posts. -Influencers (Internal experts & Industry influencers): Partner with influencers who have a strong following in your target market to reach a wider audience and build credibility. Don't overlook the power of your internal experts to share their knowledge and expertise. -SEO (blogs, articles, reports, digital PR): Invest in high-quality content that will rank well in search engines and drive organic traffic to your website. Use digital PR to get your brand featured in relevant publications and build backlinks. -Social media: Use social media to connect with your audience, share your content, and build relationships. Don't just broadcast your message – engage with your followers and create a community around your brand. -PPC (Pay-per-click): Use paid advertising to reach a targeted audience and drive traffic to your website. With the right targeting and bidding strategy, PPC can be a highly effective way to generate leads and sales. -Events: Attend or host industry events to network with potential customers and partners. -Networking & relationship building (B2B): Build strong relationships with other businesses in your industry to create opportunities for collaboration and partnership. -ABM (account-based marketing) (B2B): Focus your marketing efforts on high-value accounts to maximize your ROI. -Video: Use video to tell your brand story, showcase your products or services, and connect with your audience on an emotional level. -Chatbots: Provide instant customer support and answer common questions with chatbots. -Podcasts: Reach a new audience and build thought leadership with podcasts.

Explore how 𝗕𝟮𝗕 𝘀𝗼𝗰𝗶𝗮𝗹 𝗺𝗲𝗱𝗶𝗮 𝘁𝗿𝗲𝗻𝗱𝘀 are shifting with Razorfish latest insights💡. The article highlights the impact of 𝘆𝗼𝘂𝗻𝗴 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻-𝗺𝗮𝗸𝗲𝗿𝘀, the rise of 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, and the need for 𝗲𝗻𝗴𝗮𝗴𝗶𝗻𝗴 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗳𝗼𝗿𝗺𝗮𝘁𝘀. Essential reading for anyone looking to stay ahead in 𝗕𝟮𝗕 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴. #B2BMarketing #SocialMediaTrends #ContentInnovation #Razorfish #RazorfishReflections https://lnkd.in/g4H5DqH2