Performance Max campaigns are now widely available and will include Smart Shopping and Local campaigns in 2022

Advertisers that rely on Smart Shopping and Local campaigns should test Performance Max campaigns before the change occurs next year. Please visit Search Engine Land for the full article.

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Google says more detailed descriptions will improve your job posting pages

In short, just include more details about your job posting in the description property of the structured data. Please visit Search Engine Land for the full article.

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Google Chrome makes Omnibox prefetch faster for your default search engine

This not only will work in Chrome for Google Search but potentially can work for any default search provider. Please visit Search Engine Land for the full article.

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Microsoft Advertising updates include Smart Shopping campaigns rollout and GTM integration

Microsoft Advertising has said they focus on automating the repetitive tasks of search advertising so that marketers can focus on the creative and strategic endeavors and these features and updates enforce that concept. Please visit Search Engine Land for the full article.

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Holiday shopping SEO: Last-minute tips and techniques for e-commerce sites

How to optimize the work you’ve been doing year-round and what to avoid ahead of the most profitable time of the year. Please visit Search Engine Land for the full article.

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Sarah Bird, CEO of Moz, leaving Moz after 14 years

Moz was recently acquired by iContact, and there is no word on who the new CEO will be. Please visit Search Engine Land for the full article.

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Google Ads’ new conversion goals group conversion actions for account- and campaign-level bidding optimization

The company also introduced a new troubleshooting tool for conversion tags as well as explanations for Search campaigns. Please visit Search Engine Land for the full article.

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Google on Penguin algorithm; aims to ignore spammy links but can lead to distrusting your site

Maybe it is best to avoid link building and build a site that naturally gains links? Please visit Search Engine Land for the full article.

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Amp It Up: What B2B Marketers Need to Know about Social Influencer Amplification

Allow me one more scary story, even though Halloween is over… Once there was a marketer who created an eBook with content from ten respected influencers in their industry. The marketer released the eBook, sent an email to notify the contributors… And not one of them shared the content. Without amplification, the content was dead on arrival, and some say it haunts the marketer’s office to this very day… Whew! Spooky story, right? One of the big benefits of influencer marketing should be built-in amplification of the content.  But influencers don’t always hold up their end of the bargain. Fortunately, there are a few things that B2B content marketers can do throughout the content co-creation process to help influencers follow through on amplification. 

5 Tips for Social Influencer Amplification

Before you even choose influencers for your project, you can start strategizing for maximum amplification. Here are my top tips in chronological order.

1 — Pick Influencers Who Engage

If you’re relying on follower count to choose the right influencers, you may be missing the mark. Some B2B thought leaders have hundreds of thousands of followers, but very rarely interact with their audience. The biggest red flag: If someone only posts links to their own content, they’re not likely to promote yours, even if they contributed to it. Instead, look past follower count to find influencers who are enthusiastically engaging with their audience. They should be sharing other people’s valuable content, replying to comments on their posts, and generally treating social media like a conversation instead of a broadcast medium. That genuine enthusiasm for their chosen subject matter is irreplaceable. If you have to choose between a broadcaster with millions of followers and an engaging expert with thousands, pick the latter. [bctt tweet="“Look past follower count to find influencers who are enthusiastically engaging with their audience. If you have to choose between a broadcaster with millions of followers and an engaging expert with thousands, pick the latter.” @NiteWrites" username="toprank"]

2 — Give Before You Get

B2C influencer marketing is usually transactional: I give you these shoes, you post some videos of yourself skateboarding in them, I cut you a check. For B2B, however, we have an opportunity to build relationships that are mutually beneficial beyond just compensation. That’s not to say you shouldn’t pay influencers, of course — just that money shouldn’t be the only reason they’re on board. To make sure you’re going beyond the transactional, start by selflessly promoting the influencers you’re courting. Share their content with your audience. Curate quotes from them and link back to their blog. Make sure you include thoughtful commentary that demonstrates your admiration is genuine. In short, make sure the influencer knows you’re as dedicated to their success as you are to the brand’s — that’s how you build a relationship that makes influencers want to share your co-created content.

3 — Co-Create Something Awesome

Here’s a dispatch from the Stating the Obvious Department: If you want influencers to share your content, create content worth sharing.  What does shareworthy content look like? Among other things:

It’s valuable to the influencer’s audience

It’s visually stunning and creative

It’s a topic the influencer is passionate about

The influencer was an essential part of the creative process, not grafted on at the end

For example, our client Dell created an eBook about data management. But it’s not a dry, dull document. Beat the Data Paradox borrows from spy and heist movies for an undeniably cool, fun reading experience. The influencers involved feel proud of the end product and incentivized to share.

4 — Form a Community

Influencer marketing can be a one-and-done process, starting from scratch with every new project or asset. But forming a community of influencers that are tapped for multiple projects is much more efficient, and a much better experience for brand and influencer alike. When you feature multiple influencers in your content, make sure to introduce them to each other. Give them a dedicated space to interact and learn from each other, whether it’s a video call, a forum, or even an email chain. Encourage them to promote and lift each other up. [bctt tweet="“When you feature multiple influencers in your content, make sure to introduce them to each other. Give them a dedicated space to interact and learn from each other.” — Joshua Nite @NiteWrites" username="toprank"] When influencers feel like they’re part of a community, they’re more likely to share the co-created content. Provided, of course, that you...

5 — Make Sharing Easy & Beautiful

B2B thought leaders are busy folks. They may absolutely intend to amplify your content, but never get a chance to sit down and put a post together. You can help by providing a “social media kit” that removes as much friction as possible. Our agency always provides pre-written social messages and images for influencers. They’re welcome to create their own, of course — but this ensures they’ll have something that’s high-quality and ready to share with minimal effort. We’ve found that influencers appreciate the gesture, and are more likely to share even if they don’t make use of our resources.

Ensure Ample Amplification

Amplification isn’t the only reason to include influencers in your content, of course. There’s added credibility, increased relevance, the chance to feature potential clients — a host of benefits. But the ability to get great content in front of more eyeballs is a substantial benefit for influencer marketing. If your influencer contributors are enthusiastic about the topic, love the content you create together, and have resources on hand to make sharing easy, they’re far more likely to amplify. Check out our State of B2B Influencer Marketing report for more insights and best practices.

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November 1: The latest jobs in search marketing

On the hunt for something new? Check out who’s hiring in search marketing this week Please visit Search Engine Land for the full article.

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Google introduces new ‘Deals’ features for the Shopping tab and Merchant Center

The company is expanding areas in its search results where deals can appear and making it easier for smaller retailers to showcase their promotions. Please visit Search Engine Land for the full article.

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B2B Marketing News: B2B Content Targeting Strategy, Growing Search & Social Ad Spend, YouTube’s Auto-Chapters, & Dark Mode Marketing Insights

Dow Jones Data Identifies B2B Content-Targeting Strategy 73 percent of B2B marketers said they find it reassuring to learn more about a brand even when they're already in the buying journey, while 68 percent view content about a brand that comes from business news and trade media as more trustworthy than information from the brand's website — two of several statistics of interest contained in newly-released survey data of interest to digital marketers. MediaPost Introducing Meta: A Social Technology Company Facebook's parent company has changed its name to Meta, as the social media giant implements a rebranding initiative that will see the platform place a greater focus on the virtual universe known as the metaverse, a move that is bound to offer both new opportunities and challenges for B2B marketers utilizing the platform, Meta announced this week. Facebook / Meta LinkedIn Engagement Continues to Grow, Ad Revenue Rising Amid Economic Recovery Record engagement levels, up some 19 percent from the last quarter, were among the quarterly highlights for Microsoft’s LinkedIn platform (client), accompanied by revenue that grew by 42 percent and advertising demand up some 61 percent, Microsoft recently announced. Social Media Today With Younger Audiences Going Ad-Free, Brand Integration Is More Important Than Ever Brand integration is becoming more of a key marketing tactic as more audiences, particularly younger demographics, eschew advertising, leading to new strategic placement options, according to recently-released Nielsen study data. MediaPost TikTok Shares New Insights into Why People Use the App, and How it Celebrates Authenticity As more B2B brands test the waters with social platform TikTok, some 53 percent of global TikTok users have said that they trust others to be their authentic selves on the platform, with some 31 percent viewing its content as uplifting, and 53 percent noting a sense of community among its users, according to newly-released TikTok report data . Social Media Today Facebook tests a new option for cross-posting your Facebook feed posts to Instagram Marketers utilizing both Facebook and its Instagram platform have been giving new options making it easier to share content among the two services, including the ability to cross-post Reels and Stories elements from Facebook to Instagram, Facebook recently announced. TechCrunch YouTube Adds Auto-Chapters as a Search Element, the Next Stage of its Chapters Push Last year YouTube rolled out a smart indexing feature for splitting videos into parts to make finding certain information within a video easier, and recently the Google-owned video platform has given marketers new options for optimizing their video chapter names, along with adding auto-chapter information to provide additional search data insights, YouTube announced recently. Social Media Today Talent Gap Hinders Marketers’ Use of AI Some 51 percent of marketing leaders have said that hiring talent with sufficient artificial intelligence (AI), machine learning (ML), and data science skill-sets are among their leading challenges, while tech partnerships, internal cross-training, and selecting the right AI technology were seen as additional top challenges, according to recently-released AI survey data. MarketingCharts Snapchat Adds 13M More Daily Users in Q3, Now up to 500M Monthly Actives Snapchat saw 306 million daily active users during the last quarter, with more than 500 million active monthly users, accompanied by the platform's first ever quarter topping $1 billion in revenue, Snapchat recently announced. Social Media Today Dark Mode for Email Survey: What Do Marketers Think? 72 percent of marketers said that they have dark mode email creation on their radar, with some 39 percent of B2B brands noting that they incorporate dark mode emails, a practice that nearly half of B2C brands utilize, according to newly-released email advertising report data of interest to online marketers. Mailjet by Pathwire Which Media Are Recovering to Pre-COVID Ad Spend – or Exceeding It? Search, social, and other forms of digital advertising are among the media types expected to see the greatest gains during 2021, according to recently-released advertising revenue forecast data. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at the “productivity and interruptions” by Marketoonist Tom Fishburne — Marketoonist Global IT spending to hit $4.5 trillion in 2022, says Gartner — The Register TOPRANK MARKETING & CLIENTS IN THE NEWS:

Nick Nelson — 10 Tips for Finding Your Way as a New Entrepreneur — Small Business Trends

Lee Odden — 5 SEO Content Writing Tips — InspireFirst

TopRank Marketing — B2B Influencer Marketing: Your 2021 Guide To Success [+ 3 Examples] — Pop Pays

Have you come across your own leading B2B marketing news from the past week of industry news? Please drop us a line in the comments below. Thank you for joining us for the week's TopRank Marketing B2B marketing news, and we hope you'll return next Friday for more of the week's most relevant 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.

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Meta or meh? Facebook’s new rebrand; Friday’s daily brief

Plus, the secret to managing people is less management and more peopling Please visit Search Engine Land for the full article.

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Google removes 12 structured data fields from the help documents

This may impact HowTo, QAPage and SpecialAnnouncement rich results and reporting. Please visit Search Engine Land for the full article.

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Facebook is now Meta: Tech giant announces rebrand

The new name begs the question if the metaverse will become a new frontier for advertising (especially as the Oculus has been testing ads in VR). Please visit Search Engine Land for the full article.

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Whether Google manipulated AMP or not, it’s a great time to reassess using it

If the allegations from 17 state attorneys general are true, we’ll likely all ditch AMP. But even if they’re not, the page experience update is now live and we have a clearer idea of what the possibilities and compromises are without AMP. Please visit Search Engine Land for the full article.

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Instagram opens Stories link sticker to all users

If your business has a following on Instagram, make sure to incorporate it as part of your social strategy this holiday shopping season. Please visit Search Engine Land for the full article.

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