July 2018 B2B Blog Post Round-Up

b2b blog post round-upWelcome—or, welcome back—to our monthly blog post round-up. Our round-up blog posts are a series in which we highlight the best work our writers have contributed to outside publications. We cover topics related to sales, marketing, recruiting, and business—just as we do on our own B2B blog.

July’s round-up covers topics such as storytelling as a recruiting tactic, employee advocacy, marketing metrics, SEO, and so much more. Let’s get into it!

b2b blog post round up

Storytelling Can Help Employers Compete for Entry-Level Talent

Employers have the potential to stand out to college talent by leveraging storytelling. At SHRM 2018, Alfredo Castro and Mardely Vega will present “Strategic Storytelling: Engaging New Talents in a Global Workplace!” I spoke with Vega, Sodexo’s VP of Human Resources for Latin America, and Castro, President at MOT Training and Development, to discuss how business storytelling can change an organization’s approach to recruiting.

“Humans are not so good with lists,” says Castro. If I tell you five steps or five topics that you have to memorize, we don’t get that. But if I tell you a story where we can combine those steps, you’ll be engaged.”

Castro’s background is in engineering so he appreciates procedures. However, he was shocked to find that different people who read the same procedure would react and behave differently. That led him to the psychology of storytelling. Many leaders can use storytelling, he says, to deliver their direction and not just rely on logical procedures or instructions.

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b2b blog post round up

6 Ways to Be a Better B2B Designer

The importance of high-quality website templates can’t be overstated. In our digital, always connected world, a customer is often first introduced to a brand via their website. Consider these statistics:

  • 48% of people cite a website’s design as the number one factor in deciding the credibility of a business (source).
  • Given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain (source).
  • 38% of people will stop engaging with a website if the content/layout is unattractive (source).

When it comes to website design, the key to success lies in your ability to understand what the average visitor is hoping to achieve and then making it as simple as possible for them to do so. But, businesses vary drastically regarding branding, products, sales cycles, and much more.

Today we make the critical distinction between B2C design and B2B design. Then, we give you tips and tricks to make you a better B2B designer. Let’s get into it.

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b2b blog post round up

How to Run an Employee Advocacy Program Through Your Intranet

Employee advocacy emerged a few years ago as a method to boost a brand’s reach, increase social media engagement and facilitate conversations about your company.

For those unfamiliar with the concept, employee advocacy is the practice of encouraging individual employees to help amplify your sales, marketing and human resources initiatives by sharing branded content via their personal networks.

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b2b blog post round up

7 Ways to Boost Traffic to Your e-Commerce Website Through Influencer Marketing

You don’t need to work in marketing to know that influencer marketing is having its moment—it only takes a quick scroll through your Instagram feed. But, there are right and wrong ways to implement an influencer marketing campaign. If executed correctly, the tactic can drive a significant amount of traffic to your e-commerce website. If executed poorly, however, influencer marketing can have the opposite effect.

Keep reading to learn important influencer marketing best practices as well as our favorite types of influencer marketing campaigns. Let’s get into it.

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b2b blog post round up

5 Important SEO Lessons for Modern Marketers

As more consumers turn to the internet to shop, conduct product research, and network, you must optimize your web presence to maintain relevancy. Otherwise, prospects and customers using Google to search for businesses like yours will be lost to higher ranking competitors.

Today’s marketers are in a unique position—with each change made to Google’s algorithm, the lines between digital marketing strategy and SEO become more blurred. As a result, modern marketers must understand the basic principles of SEO in order to survive and succeed in our hyper-competitive digital marketplace.

With that said, today’s blog post breaks down some important SEO concepts all modern marketers must understand. Let’s get into it.

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b2b blog post round up

Data Hygiene and The Future of Recruiting

It’s no secret—recent hiring surges have led to a more competitive job market. And, as a result, recruiters and hiring managers are now operating within what is referred to as a “candidate-driven market.” This means high-quality candidates can be selective about which interviews they take and, ultimately, which company they work for.

Unfortunately, it also means high-quality candidates are much harder to reach these days. It’s no longer enough to post job openings online and wait for candidates to come pouring in—because they won’t. And, popular job networking sites like LinkedIn have become totally saturated with recruiters vying for the same handful of candidates. As a result, contact and candidate data have become an increasingly hot commodity.

Think about it: The competitive nature of recruiting means the company that reaches a candidate first is most likely to secure an interview with him or her—and, you can’t do that without the right data.

Today, we discuss the importance of contact information, the basics of data hygiene, and why these are critical considerations to make in the face of a hypercompetitive hiring landscape.

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b2b blog post round up

4 Ways Your Buyer Personas Can Improve Your Keyword Strategy

As the Google search algorithm grows more adept at identifying high-quality content, the lines between content marketing and search engine optimization (SEO) become more and more blurry.

Until recently, these two specialties weren’t always integrated. But, in our era of content overload, marketing and SEO professionals must work together to achieve visibility within Google search results and outrank their competitors.

If you’re not sure how to approach this type of integrated digital marketing strategy, you’re in luck. Today’s blog post explains how to use buyer personas—a staple in the marketing world—to improve your keyword strategy. Let’s get started.

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b2b blog post round up

How to Build Better Candidate Personas

Like most industries, recruiting has become more competitive in the Internet era. Think about how many online job boards and career networking sites are available to candidates these days. Now consider how saturated each of these platforms are with recruiters—all vying for the same candidates.  For this reason, you must be more strategic with your candidate sourcing tactics. Enter: candidate personas.

Although many recruiters already use candidate personas– some struggle to use them effectively. Today, we offer you tips and best practices to improve your candidate personas.

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b2b blog post round up

The Do’s and Don’ts of Identifying Soft Skills

The experts have spoken: 77% of employers think soft-skills are just as important as hard skills (source). Yet, even though it’s clear soft skills are important, they aren’t always simple to identify. In fact, more than 60% of hiring managers agree that screening for soft skills is tough (source).

The reason for this is simple: Unlike hard skills, which candidates can easily prove and recruiters can measure, soft skills are often more difficult to quantify. But, with the right strategy, it’s not only possible, but it’s a critical component to most recruiting strategies.

If soft skills are a key area of contention amongst your team, you’re in luck. Today’s post is a quick primer on identifying soft skills.  We cover everything from how soft skills impact an organization, to the tactics a recruiter can use to easily identify them in a potential candidate. Let’s get started!

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Key Considerations

And that’s a wrap for this month’s B2B blog post round-up. We hope you enjoyed the selection of content. If you’ve missed out on earlier editions, you can find those here or visit the ZoomInfo blog for more content like this.

As always, tweet us at @zoominfo and let us know what kind of content you want to see. Or, sign up for a free trial to learn how the ZoomInfo contact database can support your business needs.