B2B Marketing News: Faster B2B Marketer Journeys, LinkedIn’s Collective, Meta’s New B2B Targeting, Brand Media Investment, & Instagram’s Native Scheduling

2022 August 12 Sprout Social Chart

2022 August 12 Sprout Social Chart

Meta Launches New B2B Advertising Audiences to Help Marketers Reach Key Decision Makers
Facebook-parent company Meta has implemented an array of new advertising campaign enhancements, including targeting segments for technology and other business decision-makers, aimed specifically at B2B users on its platform, Meta recently announced, as the firm seeks to ramp up its B2B advertiser base. Social Media Today

B2B Purchasers Are Speeding Up Their Journeys: Study
Some 55 percent of B2B executives have said that the length of their purchase timeline had increased either somewhat or significantly on average in 2022 compared to 2021, while six percent said their B2B purchasing timeline had decreased, with 38 percent reporting no change from last year — several of numerous findings of interest to B2B marketers contained in newly-released buyer behavior survey data. MediaPost

LinkedIn Goes All-In on B2B Marketing
Microsoft-owned LinkedIn (client) has launched a comprehensive new B2B marketing community on its professional social network, with the release of the LinkedIn Collective — a resource for business marketing insights and inspiring “what B2B can be,” LinkedIn recently announced. Content Marketing Institute

The Creator Economy: Making Dollars and Sense Out of Social Partnerships [Report]
62 percent of marketers work with creators to build engagement and 60 percent to reach new audiences, according to newly-released creator survey data, which also shows that the top challenges marketers face when working with creators include budget, lack of resources to manage relationships, and difficulties in finding creators who align with brand values. Sprout Social

The Average Brand Invests 3.8% of Revenues into Media. Is That Enough?
Digital display and social media were the top media channels for revenue and brand metrics, according to recently-published media return-on-investment (ROI) report data from Nielsen, which also found that only 36 percent of channels were seen as delivering on both brand and revenue goals. MarketingCharts

Meta is testing a new livestreaming platform for influencers called ‘Super’
Instagram and Facebook parent Meta has ramped up testing of its standalone live-stream platform for creators and influencers — named Super — which the social giant has been developing over the past two years, incorporating an array of features similar to Twitch along with its own takes on live-streaming and engagement options, Meta recently announced. TechCrunch

2022 August 12 Statistics Image

Instagram Takes Inspiration from BeReal with New Test Features
The front-and-rear camera post feature of the recently-popular BeReal app has been added to Instagram, along with a QR code location-finding option test. Social Media Today

BeReal wants close connections. Can it stay that way forever?
BeReal — the mobile social media app that recently overtook TikTok as the most-downloaded among users worldwide, features posts that simultaneously capture front and back camera photos that are published at differing times each day, and Protocol takes a look at the up-and-coming platform and whether more brands will begin utilizing it. Protocol

[bctt tweet=”“If BeReal ends up going the mega-platform route, it could start attracting big-name brands, too.” — Lizzy Lawrence @LizzyLaw_ & Sarah Roach @Sarahroach_” username=”toprank”]

Google Updates Searches With Quotes To Show Location Of Page That Contains Quoted Words
Search giant Google has implemented a search refinement that brings an extra level of highlighting to its precise-match searching, in an effort to help those power searchers who typically use quotes around words and phrases more easily locate the exact matches found on webpages, Google recently announced. Search Engine Roundtable

Instagram Moves to Next Stage of Development with its Native Scheduling Tools
Instagram has moved closer to including the ability to schedule post content natively within its mobile app, as it has been performing increasing tests of the scheduling functionality, which will be a helpful addition for B2B marketers who use the platform when eventually rolled out. Social Media Today


2022 August 12 Marketoonist Comic Image

A lighthearted look at “Generation Alpha” by Marketoonist Tom Fishburne — Marketoonist

New Study Finds 15% of US Economy Just Subscriptions You Forgot to Cancel — The Hard Times


Do you have your own top B2B marketing news item this week that we haven’t mentioned? If so, please don’t hesitate to let us know in the comments below.

Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope that you will return again next Friday for another array of the most up-to-date and pertinent B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

The post B2B Marketing News: Faster B2B Marketer Journeys, LinkedIn’s Collective, Meta’s New B2B Targeting, Brand Media Investment, & Instagram’s Native Scheduling appeared first on B2B Marketing Blog – TopRank®.

Google Data Studio reporting: Nine features your clients will dig

Google Data Studio reporting Nine features your clients will dig

30-second summary:

  • Clients and senior management want insights and not data
  • As SEOs and digital marketers we spend hours swimming in data but how do you get smart about your reporting?
  • Alex Medaward helps you use Google Data Studio features to transform boring and confusing data into meaningful, presentable, and interactive reports your clients will love

Google Data Studio is a powerful and versatile reporting tool that can be used to create insightful and visually appealing reports for your clients.

The “old school” way of reporting and sharing analytics with clients typically entails the long and tedious process of manually downloading analytics and search data, then filtering and formatting the data in a spreadsheet, creating visuals from scratch, and typing out insights.

A few hours later, you have a bunch of data that you then have to make presentable and easy-to-understand for clients.

With Google Data Studio, you can easily create reports that are visually appealing and easy to understand.

You can even match all your colors and fonts to give your reports a more polished look.

Google Data Studio reports and dashboard

It’s easy to see, whether you’re an agency or freelancer, that the old way of reporting is not only time-consuming, but it’s also prone to extra confusion and questions from clients.

So much so, that you may even limit reporting altogether to top clients or retainers above a certain threshold.

Google Data Studio offers a much easier and faster way to create and even automate reports.

With Google Data Studio, you have a free and versatile dashboard to transform boring and confusing data into meaningful, presentable, and interactive reports your clients will love.

With Google Data Studio, you can easily create reports that are visually appealing and easy to understand. You can even match all your colors and fonts to give your reports a more polished look.

This way, you can spend more time on strategy and analysis, and less time on data crunching.

1. Report on almost anything

First and foremost, google data studio allows you to connect to a variety of data sources, including google sheets, google analytics, and google ads.

Focusing on google analytics data, Google Data Studio gives you the ability to report on almost anything you can think of from your client’s website.

This includes website traffic, conversions, ecommerce transactions, and even custom events.

The possibilities are endless!

Featured Google and partner connectors

  • Google Ads
  • Google Analytics
  • Google Search Console
  • Youtube Analytics
  • Facebook Ads
  • Google Trends
  • TikTok
  • SEMRush
  • Mailchimp
  • DCM (Campaign Manager 360)
  • SA360
  • DV 360 (Display and Video)
  • And 600+ more

2) Add custom graphs and charts that impress

Another great feature of google data studio is the ability to create custom graphs and charts.

This can be extremely helpful in conveying complex information in an easy-to-understand visual format.

Your clients are sure to appreciate being able to see the data that they care about most presented in a visually appealing way.

Create interactive and filterable reports

Another great feature of google data studio is the ability to create interactive and filterable reports.

This means that your clients can easily filter the data that they want to see and interact with the reports in a way that makes sense for them.

This is a huge step up from traditional reporting!

3) Seamlessly share and control access

Gone are the days of having to send large and unwieldy Excel files back and forth between you and your clients.

With google data studio, you can easily share reports with your clients in just a few clicks. You can also limit what data your clients have access to, so that they only see the information that is relevant to them.

Google data studio offers a variety of ways to share reports with your clients.

Reports can be easily exported as PDFs, images, or they can be shared directly through google drive. This makes it easy for your clients to access their reports from anywhere, at any time.

Seamless access and conrtol to website data

With just a few clicks, you can share your reports with anyone, privately, or through a link, without having to worry about large file sizes or compatibility issues.

Need to give someone edit access? No problem.

Google Data Studio makes it easy to add and remove users from your reports.

Extracting user reports in Google Data Studio

Don’t sweat the price – it’s free!

One of the best things about google data studio is that it’s free to use!

Your clients won’t be billed to access their reports, no matter how often they view or download them.

This makes google data studio an extremely cost-effective solution for report creation and sharing.

4. Utilize done-for-you templates

Google data studio offers a variety of templates that you can use to create your reports.

These templates are great for getting started, or for creating reports in a hurry.

All you need to do is select the template that you want to use and then customize it to match your needs. It’s really that simple.

There are currently over 100 templates available, with more being added all the time.

Whether you’re looking for a simple report template or something more complex, google data studio has you covered.

Templates include:

5. Add custom branding for you (and your clients)

One of the best things about google data studio is that you can easily add your own branding to your reports.

This is a great way to make your reports stand out and to show your clients that you’re serious about your business.

With google data studio, you can easily add your own logo, color scheme, and even custom fonts. This makes it easy to create reports that are truly unique and that reflect your brand.

Easy to brand and customize for your clients - Google Data Studio

6. Answer questions ahead of time with built-in insights

It’s not always possible to be available to answer your clients’ questions 24/hours a day. But with google data studio, you can be!

Google Data Studio offers the ability to add built-in insights to your reports.

Worried about your clients not understanding something?

With google data studio, you can add text or video annotations to your reports. This is a great way to explain complex concepts, or to provide additional information that might be helpful to your clients.

7. Make your reports stand out with powerful cross-channel comparisons

Get the whole picture with a 360-degree view!

Google data studio gives you the ability to see all of your data in one place.

This is a great way to get a complete picture of your business, and to identify any potential areas of improvement.

Easily connect to multiple sources of data, including google ads, google analytics, google search console, facebook, and more.

You can then use this data to create reports that show how your business is performing across all channels.

This is a great way to identify any areas of improvement, and to make sure that your clients are getting the most out of their data.

8. Save time by automating your reporting process

Emails, texts, and social media posts can be a great way to keep your clients up-to-date on your business. But what if there was an easier way?

You can easily automate and schedule reports.

This is a great way to make sure that your clients always have the most up-to-date stats.

Embed on your website

Google data studio makes it easy to create reports that can be embedded on your website.

There are a number of reasons why embedding a google data studio report on your website can be beneficial for your clients.

First, it can help to increase transparency and trust.

By displaying reports on your website, you’re giving your clients easy access to all of the data they need in one place under your brand name.

Second, assuming your client is sharing your report with relevant stakeholders, they will be sharing your website link instead of a Google link.

This can in turn, improve traffic to your website and increase the likelihood that they will return.

9. Get important feedback from your clients

Additionally, by embedding a Google form survey url at the end of your google data studio report, you can gather important feedback from your clients.

This can help you to identify any areas of improvement and ensure that you’re providing the best possible service to your clients.

Embedding reports and forms on your site

Final thoughts

This is a powerful reporting tool that can be used to create stunning reports for your clients.

By taking advantage of the features and tips listed above, you can create reports that are truly unique and that will impress your clients.

Alex Medawar is Senior Media Manager at Performics and creator of Alex Medawar.comAs a seasoned digital media expert, Alex Medawar focuses on B2B paid search campaign management and strategy for global brands in the tech space. Utilizing a data-driven approach, Alex believes that both small businesses and large enterprises alike can speak to their audience and drive results within the digital media landscape.

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The post Google Data Studio reporting: Nine features your clients will dig appeared first on Search Engine Watch.

How do videos help your SEO strategy?

Everyone is talking about creating and marketing videos these days. The marketing benefits are clear: Videos spread well, generate engagements on social media and are able to still attract attention in our world of information overload.

But can videos also enhance your SEO strategy? 

Well, we don’t know everything about Google’s ranking signals, so we cannot be sure if there’s a direct factor there. Whether Google “likes” pages with videos on them more than pages without videos remains a secret.

But there are more indirect SEO benefits that are contributing here:

1. SERP real estate

Videos are taking a lot of real estate within Google’s search result pages, both on mobile and desktop. Google uses so-called “video carousels” to display related videos for many search queries.

In fact, on a mobile device, a video carousel takes the whole screen, and for many search queries it takes quite some time to scroll past:

videos rank better in SERPsImage source: Screenshot by the author

According to Mozcast, video carousels appear for the third of search queries. That’s a lot of SEO opportunities to dominate your target SERPs!

If you brand your video well and optimize your video Youtube page, one of these videos in a carousel will remind your target customer of your brand and increase your chances of conversion.

2. Rich snippets

A video-rich snippet is an enhanced search snippet that displays a video thumbnail next to your link. It is a good way to make your search snippet stand out.

video rich snippetsImage source: Screenshot by the author

Video rich snippets are also surprisingly easy to get.

Unlike video carousels, video rich snippets send traffic to your site, versus the YouTube video page. To make this easier:

Video rich snippet Video Carousel
Does it need a video? Yes Yes
Is it part of organic results? Yes No
What does it generate? Clicks to your site Video views
(clicks to the video page)

The best-case scenario is when you manage to grab both: A rich video snippet on page one of organic results and your video inside the video carousel on the same page:

Image source: Screenshot by the author

This will help you generate more brand awareness through a video thumbnail and generate both video views and clicks.

To increase your odds of getting a video rich snippet, you need to:

  • Embed a video on your page. This doesn’t really have to be your video but mind that Google will display the channel name below your snippet om desktop, so it makes sense to use your brand’s channel
  • Use video schema. Here’s a handy video schema generator for you to do that. There are also quite a few plugins that make this step easier.

video schemaImage source: Screenshot by the author

For desktop video rich snippets, mind that they also pull the date when you uploaded the video, so make sure your video is fresh to avoid your snippet looking outdated.

When embedding a video on your page, don’t forget to double-check your page load time. Surprisingly, Youtube videos do negatively impact page performance when you embed them, even though Youtube belongs to Google (so publishers usually assume it is optimized for Google by default).

To demonstrate the impact, here’s my page score without a YouTube video embedded on it:

page score with and without YouTube video embedImage source: Screenshot by the author

And here’s the same page with a Youtube video added:

Image source: Screenshot by the author

You can cope with this by using the trick described here which worked wonders in my case above. 

One of the unexpected benefits of using that method was the related videos Youtube shows at the end of each video when you embed it. Using the steps in that tutorial, I found those related videos disappear and my own video showing up instead.

Finally, don’t forget to use Google’s Search Console to find out how your video rich snippets are behaving.

In your “Performance” section, create a new filter “Search Appearance: Videos” to see which queries are triggering rich snippets for your site and monitor your CTR for those queries.

3. On-page engagement

There’s no official confirmation that Google uses on-page engagement as a direct ranking signal. In fact, I believe they denied using such a signal.

And yet, getting people to take a pause and do something on a page has a lot of marketing benefits that are normally part of an SEO strategy. These include:

  • Higher chances of a conversion
  • Lower chances of them bouncing or returning to search results (which, again, may or may not be a direct ranking signal)

Videos make great on-page engagement boosters, so if you feel like your page is failing to trigger some sort of action, try embedding a video on it. Again, mind your core web vitals when you do.

4. Referral traffic

Just like on-page engagements, referral traffic has never been confirmed to be a direct SEO signal. We know that Google likes when a link is clicked but we don’t know whether a page with 0 referral traffic from external sources  has lower authority in Google’s eyes than a page with high-quality referral traffic.

And yet, referral traffic increases a page’s chances to get backlinks and shares. And well-converting traffic is always good, whether it is coming from organic search or another site.

Youtube doesn’t make it easy to build referral traffic from your videos. You can have your clickable link in the video description which is rarely read or even seen (especially on mobile).

You can also link build direct traffic using Youtube by giving your domain name in the video intro and outro. Here’s how to create an engaging Youtube outro.

But then again, one should really find your video relevant and/or awesome to type your domain name in the address bar after seeing it in the outro.

That being said, Youtube does send traffic to a site but only if you are doing a great job creating outstanding videos and then using verbal CTAs inside the video to encourage clicks from the video description or direct type-ins.

A great thing about Youtube traffic is that, while it is hard to get, it’s highly relevant, so you will see highly engaged clicks that become your subscribers and customers:

Image source: Screenshot by the author


Using videos is a solid way to help your SEO strategy. While there may be no confirmed direct signals involved here, there are a few indirect SEO benefits of investing into video creation and marketing.

The post How do videos help your SEO strategy? appeared first on Search Engine Watch.