Micro-Moments Marketing
Marketing & PR

The Keys to Effective Micro-Moments Marketing

A sea change has taken place in consumer behavior. Micro-moments in the consumption journey are where today’s battle for the hearts and wallets is won (or lost). A consumer’s preferences are prioritized, and decisions are made in these moments.

So, what exactly are micro-moments? What are their benefits? What’s the best way for marketers to create and capture these moments?

According to Google, micro-moments are:

The decisive brief moments when people automatically turn to a mobile device for education, entertainment, information, or shopping.

Every day, we all experience micro-moments. A micro-moment occurs when there is a particular preference or choice: I want to know, I want to do it, I want to go, or I want to buy.

And here is what these types of micro-moments mean:

I want to know: This occurs when someone does research but does not intend to buy. An example of this is when customers do a keyword search on Google.

I want to go: This happens whenever someone hunts for a local business so as to purchase a product from a store nearby.

I want to do something: The goal here is to accomplish something new or to seek help with a particular task. Customers can use Google or social media to ask questions.

I want to buy: The customer intents to buy and most likely uses the words “buy” or “for sale” in their searches.

Here, we’ll take a look at how you can effectively use these micro-moments to enhance your marketing initiatives with the assistance of brandme.io.

How to Improve Marketing Results with Micro-moments

You can capture and leverage micro-moments using the methods below.

Mobility

Simply ensure you are ready for users to take action when they visit your website or social media platforms. Make sure they have the best possible mobile experience once they land on those pages. Consider the categories of micro-moments. Upon landing on the page, could someone quickly complete one of those stated actions


Intuitive Content

There are some pieces of content you should repackage or replace for these moments. In most cases, Facebook and other video channels’ videos are viewed without volume. Are your videos captioned? And if someone wants to buy, skip the case study or newsletter—close the deal.


Geofencing

Burger King tried this one with great success. Given their wide reach and popularity, smartphones make a good platform for experimenting with IoT in micro-moment marketing. Using geofencing (tracking prospects by using their smartphones’ GPS), you can pinpoint high-value prospects near you.

You can send a personalized message when an interested buyer is in the area, offering a coupon that they might redeem or making them aware of a lower value proposition if they are going to a competitor.


Paid Search

You’ve probably noticed that organic results are appearing in less of Google’s search results pages over the past few years if you’ve been doing digital marketing or inbound marketing. Consider paid campaigns. But rather than just spending money on brand awareness, you should become more aware of what your audience wants at the bottom of the funnel instead of increasing your paid search budget or re-targeting.


Predictive AI

You can segment your audience by integrating AI marketing automation with your CRM. Using that information, you can develop a series of automated emails for your leads. When you have mapped your content to their wants and needs, you’ll get personalized and predictive results from your emails.

Loan companies, for example, can create a trigger event for members who re-visit the mortgage loans page of their website. As soon as that trigger event occurs, an automatic message is sent to inform the member of upcoming home buying offers.


Chatbots

A chatbot is another great tool that can be used to maximize the use of your micro-moment opportunities. The chatbots can respond to visitors’ needs quickly when they visit your website. If a sales representative is needed, the bots will send the information to your CRM and hot prospects list and connect customers to a sales rep.

Customer behavior is undergoing a fundamental shift in the current climate. Micro moment marketing can help you adapt your marketing strategy in response to these changes.


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visual search marketing
Marketing & PR

What Visual Search Marketing Is and Why You Should Use It

Visual search marketing is a relatively new concept that most entrepreneurs are just learning about. What is it, though? How do you use it? Why do you need it?

We discuss these questions here.


What Is Visual Search Marketing?

Visual search has been around for many years and is already built into search engines and popular social media outlets, such as:

  • Google
  • Amazon
  • Snapchat
  • Pinterest
  • Bing

Approximately 62 percent of all Gen Z and millennials prefer visual search over other options. With visual search, artificial intelligence is used so that people can look through real-world imagery instead of text.

Someone can snap a picture of an object and use Google Lens or another software option to identify what it is and offer more information about it. Typically, this technology is utilized by eCommerce companies. When you implement that with optimized content, the user gets a better search result and can easily find what they want to buy.


How to Use Visual Search for Marketing

Understanding what visual search is all about is the first step. Now, you have to know how to take it a step further and focus on visual search marketing with the help of Zobo Digital marketing.

Regardless of what you sell, you probably use images to give a clear view of what the item is and what it does. However, what if someone knows what they want but can’t remember the name? Often, brands come up with special names for their products, but this is confusing to those who remember seeing it but don’t know what it is.

Therefore, they can snap a photo of it and find out where to buy it. It would be beneficial for your business to be a part of this trend because it’s sure to help you boost sales and conversions.

For example, Carrie is at a friend’s house and loves a stylish purse. However, the tag was ripped out, and she has no idea who sells it or the brand. Carrie takes a picture and uploads it to Google or another search engine, and finds out the seller’s information. After visiting the website, she buys the purse.


Ways Popular Brands Are Using Visual Search Marketing

The top contenders for visual search include Google and Pinterest.

With Google, for example, you can use visual search to help users look up things, such as:

  • Buildings and landmarks (near to your location)
  • Books you sell
  • Business cards (let people take a photo and store it directly to their contact list)
  • Barcodes (they can find information about any product and where to buy it)
  • Home goods and apparel (find similar or lower-priced products)
  • Billboards and event flyers that you host (users can add the event to their calendar)

In a sense, you can improve your visibility with visual search marketing by building the image search into the web inventory. That way, when people search for products you sell, they see your information first.

With that, you’re also boosting your organic image visibility. While search engines don’t require images to rank well on SERPs, there’s no doubt that many people want to see pictures when researching for things to buy.

There’s also a better chance of advertising on Pinterest. It already has visual search capabilities, so it’s a smart bet for your future endeavors. If your target audience uses Pinterest, visual search marketing is perfect for your efforts!

While you may have recently heard about visual search marketing or wondered if it might become popular, now is the time to consider this trend for your business.

If visual search marketing is something you’re interested in pursuing, working with the right marketing partner could mean the difference between having a strategy that fuels your business versus one that you could be wasting money on. The team at IoT Marketing can help you develop a visual search marketing strategy tailored to helping your business thrive.

Get in touch with us today to learn more about how we can help grow your business through visual search marketing!

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digital marketing trends
Marketing & PR

Digital Marketing Trends to Look Out For in 2021

When it comes to digital marketing, there are plenty of ways to go about it. As a business owner, you might focus primarily on what is tried and true because you already know it works.

However, it’s also crucial to know about the newest digital marketing trends as they can give you a boost to what you’re already doing.

A few years ago, AI, voice search engines, and data-driven marketing were just concepts, and most people never thought they could even become real. However, these innovations are the top choices among business owners today, and you’re sure to want to use these yourself.


Artificial Intelligence

Artificial intelligence goes hand-in-hand with machine learning, and both can be used extensively for digital marketing purposes.

In a sense, AI can be used for various simple jobs. You might have heard about Uber using special robots to prevent crime in parking lots and outdoor areas. Those robots report any suspicions, read license plates, and can even collect important data.

In the marketing world, almost every digital marketing software service or product uses AI technology. The benefits are astronomical. For example, AI can help you gain a competitive edge, move into new businesses, reduce costs, and much more.


Conversational Marketing

Another of the top digital marketing trends focuses on conversational marketing. An example of this would be using a chatbot to give people answers to some basic questions in real time without having to speak to a live agent. This is particularly useful when you receive inquiries outside of your normal business hours and may not have an agent available.

Ultimately, consumers want an immediate response when they have a question. With conversational marketing, there’s a real-time, one-on-one connection between the brand and the customer.


Personalization

The idea of personalizing a marketing strategy might seem a little intimidating to some business owners. After all, scaling personalization to meet the requirements of every customer requires a technical solution.

However, in a world where people are spoiled for choice, personalization is something that many customers now expect. To find a solution that’s right for your business, you may want to consider working with a marketing firm experienced in implementing effective personalization strategies.


Video Marketing

With video platforms like YouTube, TikTok, and Instagram TV could be doing so well, it’s easy to see that videos are definitively one of the best ways to capture people’s attention. But just because videos platforms garner a lot of views, it doesn’t necessarily mean that your business will. To succeed with video, brands must create and manage a video marketing strategy.

From content planning to script writing to voiceovers, building the right video marketing strategy for your business can take a lot of time and effort. The pay-off, though, could result in getting your brand in front of thousands, or even millions, of people.


Visual Search

Did you know that visual searches were possible? People can actually upload images and search for related results. While it isn’t seeing a lot of widespread usage yet, certain companies are currently taking advantage it. Pinterest is one of them. Lens is the company’s visual search tool, and it allows users to take pictures of items in order to buy them online or to find products similar to them.


Micro-Moments

Micro-moments are intent-rich times when people turn to their devices to learn, do, go, or buy. A micro-moments strategy can consist of a variety of marketing initiatives, such as intuitive content, paid search, and chatbots. Building the right strategy can enable your business to become more competitive in your marketplace because you can be there for potential customers when your competitors are not.

Digital marketing trends like the ones mentioned here aren’t likely to go away anytime soon. Therefore, if you haven’t already started utilizing AI, conversational marketing, personalization, video marketing, visual search, and micro-moments, it’s time to do so now. They can help you stay competitive and adapt to the rapid changes going on in business.

If you still don’t know and can’t decide what marketing strategies work best for you, this study conducted by Ignite Visibility can give you an idea how to adjust your digital marketing strategies and which platforms are worth spending time and money on.

If you need further assistance with your marketing efforts, IoT Marketing can help you build a strategy that will ultimately fuel growth for your business. Contact us today to learn how we can help!


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video marketing
Marketing & PR

Video Marketing Trends for Engagement and Conversion

The global pandemic has brought many uncertainties to the corporate environment, especially when it comes to in-person business transactions. This has caused most businesses to establish an online presence and offer their services virtually instead. From local enterprise to large global ventures, companies are adjusting to the new normal and shifting their focus to online video marketing.

In the current digital age, brands are using these three video marketing trends to ignite traffic engagement and maximize conversions:


1. Vlogging

Vloggers are becoming more popular while vlogging (video blogging) is frequently advancing to become one of the most attractive methods to interact with target audiences from different backgrounds. Previously, people used to document their personal life in videos to express themselves or showcase their expertise, nowadays, established brands and popular influencers are using vlogging to engage with their customers.

Businesses launch YouTube channels for sharing behind-the-scenes activities, success stories and updates when launching a new product or service. Companies are actively embracing modern video marketing strategies across numerous digital channels to promote their products. A surge of video uploads is expected in 2021, with approximately 1.3 million anticipated video uploads per day, or 55,594 videos an hour.

The main goal of YouTube’s search and content discovery experience is:

  • To help the audience find their most preferred videos
  • To increase long term viewer interaction and satisfaction

Brands are also tweaking vlogging with leaders who publish videos and act like executive influencer marketers sharing their personal experiences and tips with their social followers, ultimately promoting the brand. Generally, vlogging has helped businesses establish consumer trust by speaking to the audience through influencers who are more appealing and authentic than corporate advertisements.


2. Animated Explainer Videos

Animation videos are effective in promoting actionable content marketing strategies. The constant growth of video streaming social media platforms like YouTube and TikTok has seen a tremendous increase in the consumption of animated video marketing practices.

The ever-rising admiration of explainer videos has seen many companies worldwide turn to animated videos to creatively entertain, engage their audience and educate their customers about how to use their products and services while promoting them in the process.

Branding and marketing agencies have discovered that many people like entertaining content. Short commercials, trade shows, product marketing demos, and software app introductions create innovative, fresh, and eye-catching animation videos to keep their audiences coming back for more.


3. LinkedIn Live Video

A study by Hubspot confirmed that 54% of customers want to view more video content from businesses and brands they support. Additionally, it is predicted that 70% of the total mobile traffic will be driven by video content in 2021. The increase of live video streaming as a brand’s marketing strategy is expected to continue growing with more focus on LinkedIn.

LinkedIn Live, private video messaging, native video, and LinkedIn Stories with video have been launched as part of video conferencing to help businesses build out their company pages and profiles with attractive and engaging video marketing content.

Live video marketing has become one of the most preferred and powerful platforms for customer interaction in the modern digital space. From news feeds to practically all social media channels, video marketing has become a popular content of choice due to its ability to transfer information quickly and effectively to a vast audience.

If you are willing to market and sell your products remotely, you will have to adapt to video marketing to gain and keep a competitive advantage.


Conclusion

Video marketing practices like LinkedIn Live video streaming, vlogging, animated explainers and others are expected to dominate screens for many years to come. Going forward, the use of video as part of a diversified digital marketing strategy will help businesses remain active, relevant, and engaged with key audiences to stay top of mind for their product or service.

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Webinar Marketing Success
Marketing & PR

3 Ways to Ensure Webinar Marketing Success

Many companies have been hit by the coronavirus pandemic in multiple ways, and one such area that has been majorly impacted is marketing. Typical promotional initiatives, like having a booth at an industry conference, have been either non-existent or extremely difficult to do over the last year.

However, this has also meant the emergence of more alternative and digital forms of outreach, like webinar marketing. Webinars have rapidly become a go-to strategy for businesses across all industries. In fact, according to GoToWebinar, 73 percent of B2B marketing and sales leaders find that webinars are the best way to generate high-quality leads.

Read on: 5 Effective Sales Strategies for Closing Deals Faster

If you’re considering implementing a webinar marketing strategy for your business, here are three factors to ensure success.

1. Registration and Production

The registration part of the event should last anywhere from one to three weeks. However, your goal here is to focus more on webinar marketing than anything else. You must consider the webinar topic, which includes mining blogs, checking social media, and finding out what webinars are already available.

When planning out your webinar, focus on the action you want people to take. That’s going to help you target everything to get the effect you seek.

For best results, you should plan and create your webinar long before you set up registration. Then a week or so before the event, promote it by using social media, your blog, newsletter, and anywhere else you can think of.

Don’t forget to organize the content, make sure the technology is ready to go (camera, audio checks, etc.), and create a registration page. Make it easy for people to register. And if you choose to charge for attendance, be sure to make it simple for people to submit payment.

Keep reading: 3 Ways to Enhance the Process of Qualifying Leads with AI and Personalization

The registration page can be also valuable on its own. Add some background content about your business, details about your offering and links to your social media to help drive interest in the company.

2. The Live Event

Next, it’s time to focus on the live event. It’s always a good idea to practice before you go live. Make sure you know what you’re going to wear, memorize your cue cards, and don’t forget to be natural and fun. Remember that you’re there to provide your audience with valuable content, while also trying to create a buzz for your company.

Webinars typically last for one hour, but the duration can go down or up depending on how efficiently you get through your content or if there are a lot of questions on your Q&A portion. As such, you may want to consider not listing an end time so that you can have some flexibility.

Be sure to also send reminders to your attendees on the day of your webinar. It’s common practice to have email reminders go out one hour before and when you go live. And on social media, schedule a few promo posts to reach additional followers interested in attending your webinar but who may not have registered yet.

Additionally, remember that audience interaction during your webinar is imperative. Encourage viewers to ask questions or network with others by using the chat.

3. Follow-Up

Once the live event is over, take a moment to relax and calm down. The buzz generated isn’t going away that soon. However, within the next few days, you should focus on what people said, the questions they had, and follow up with them.

The next day after your live event, consider sending a thank you email to everyone who attended. This shows your audience that you truly appreciated them taking the time to be there for your live event. For those who couldn’t make the webinar but had registered for it, send an email expressing that it’s unfortunate they couldn’t attend the event live and encourage them to keep in touch by directing them to your social media, blog, or a list of any upcoming webinars you might be holding in the future.

Read more: Ways IoT Is Changing Digital Marketing

Also, if you have a full recording of the webinar, be sure to link the video in your follow-up emails.

With the number of disruptions that businesses have experienced over the last year, it can be difficult to effectively execute and manage your marketing initiatives. Webinar marketing offers an ideal way to connect with audiences and drive leads during these uncertain times, and IoT Marketing can help ensure that you get the most out of these events.

To learn more about our comprehensive webinar production and marketing services, contact us today.

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Green iot
Marketing & PR

Industry Insights Webinars Launches Green, Lean, Machine2Machine Contest to Recognize Innovative Environmentally Conscious IoT Solutions

AUSTIN, Texas - March 23, 2021 - To raise awareness for how IoT can be used to create a lasting change on the planet, Industry Insights Webinars is launching the Green, Lean, Machine2Machine contest. Part of the Going Green with IoT virtual event produced by IoT Marketing on April 29th, the contest aims to acknowledge those who have developed an IoT solution that is good for the planet or are using IoT to innovatively reduce environmental impact while enhancing operational efficiency.

Nominations for the Green, Lean, Machine2Machine contest can be submitted here. There is no fee to enter. Submissions are welcome for the following two categories.

The Most Sustainable IoT Solution will recognize businesses that have developed an IoT product or service geared towards achieving a greener, cleaner, and safer world.

Areas for consideration include but are not limited to:

  • Carbon footprint reduction
  • Agriculture
  • Ecology and climate change
  • Smart water management
  • Wildlife and natural resource protection
  • Waste management

The Most Efficient IoT Solution will recognize businesses that have developed an IoT product or service that enables organizations to improve energy and operational efficiency.

Areas for consideration include but are not limited to:

  • Resource optimization
  • Green computing
  • Interoperability
  • Energy storage
  • Battery power optimization

Industry Insights Webinars Host Tiffani Neilson shares, “IoT has the potential to be a useful and effective tool in the fight for environmental balance. We see the contest as a way to show different ways technology can be leveraged for green initiatives.”

Winners will be announced during the Going Green with IoT webinar on April 29th.

Winners are awarded video, PR, and social media packages provided by IoT Marketing. Additionally, winning teams get a free IoT and cloud consulting package from SourceLogix, an Amazon AWS partner. This includes architecture sessions, promotional credits to run systems on AWS, and training. For qualifying businesses, some restrictions apply.

Judges include Ramesh Elaiyavalli of SourceLogix and smart city expert Bill Pugh.

IoT Marketing Founder and CEO Johannes Beekman adds, “IoT Marketing’s unique approach to webinars sets the stage for high level discussions around implementation strategies for the latest connected solutions. We look forward to recognizing companies with sustainable and efficient IoT solutions.”


About IoT Marketing

IoT Marketing is a digital agency specializing in launching and fueling the growth of IoT and high-tech companies. Equipped with deep industry knowledge, clients benefit from working with one outsourced firm offering end-to-end services, from websites to webinars, to handle all their marketing and PR needs. For more information, please visit IoTMktg.com.


About Industry Insights Webinars

Industry Insights Webinars is a virtual community of thought leaders, industry experts, business professionals, and solution providers, who share their knowledge and expertise about the Internet of Things through webinars. The monthly series educates those in need of connected solutions and aligns them with relevant information and suggestions from IoT and technology ecosystem partners.


Media Contact

Rose Begonia

[email protected]

(614) 695-1403


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IoT in marketing
Marketing & PR

Ways IoT Is Changing Digital Marketing

Big data is becoming the sand on which empires are built. The proliferation of smart devices and the Internet of Things (IoT) is revolutionizing digital marketing in profound ways. Used in marketing, IoT can collect customer information in ways that the last century's marketers could never achieve.


How IoT Impacts Digital Marketing

IoT is now impacting search engines, SEO, and web content, as search strings are moving toward natural conversational speech. One of the emerging SEO trends is to create personalized content for different target audience segments regarding specific criteria, such as geolocation.

Keep in mind that the goal of smart technology is to move toward user convenience and efficiency. Many consumers choose to download an establishment's app, which gives them access to deals in exchange for the company collecting consumer response data. Here are some of the most visible ways IoT is changing digital marketing:

  • IoT Can Drive 100% CTR - In the future, advertising will become more aligned with personalized consumer tastes and behaviors. As smart technology evolves, ads will become more specifically targeted for certain market sectors.
  • Next Frontier for Social Media - IoT helps automate the processes involved with social media marketing. It can generate automated posts and present interesting data that can't be found elsewhere. Personalized ads will become more common on social platforms.
  • The New Smart Economy - Even though AI and automation are replacing redundant jobs, more analytical and meaningful jobs are being created from IoT. Countries that adopt IoT on a widespread level have expanded online job opportunities in digital marketing, since human experts are still needed to implement digital marketing strategies.
  • SEO's Shift to Intention-Based Writing - In recent years, IoT is causing a shift in digital marketing from keyword-based SEO content to intention-based writing. Search engines are now ranking web pages built on natural spoken language rather than keywords.
  • How IoT Is Changing Product Development - Traditionally, product development was shaped by customer feedback over time. These days, smart technology can give manufacturers and marketers instant consumer feedback, which is accelerating the pace of product development to meet customer satisfaction.
  • Easier to Analyze Customer Behavior - IoT delivers a wealth of analytics that reveal customer purchasing patterns that at one time might have been overlooked. Manufacturers can use IoT data to gauge past, current, and future buying trends.
  • Using Data for Predictive Advertising - IoT provides enormous benefits to digital marketers by collecting customer information that can shape future advertising messages in a personalized manner.
  • Why Personalization Matters - More than ever, consumers want to know that a company they buy from cares about their personal needs. Personalized messages help optimize engagement with target followers and are becoming increasingly vital in diverse campaigns.
  • Power of Marketing Automation - Thanks to improved marketing automation platforms, digital markets no longer need to collect customer data incrementally over a long period. Modern marketing automation platforms give you the power to organize customer marketing lists and link each individual to a profile about their purchasing history. This information can be used to automate personalized messages.
  • Engaging More with Followers - Shoppers can use their smartphone to scan the QR code of a product, which gives them access to deeper product information and potential rewards.

Ultimately, the practice of companies connecting directly with consumer smartphones and other devices has become the basis for data collection and IoT's impact on digital marketing.


Conclusion

Digital marketers must keep up with IoT solutions to remain competitive in the marketing sector. Developing relationships with customers based on data about them has proven to be a powerful way to build a loyal following. As companies become smarter about their customers, thanks to IoT, they will be able to deliver the most appropriate ads to each individual.

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marketing plan
Marketing & PR

3 Things That Should Be in Your 2021 Marketing Plan

With 2020 now done and dusted, marketers are looking back at a year that has taught us one major thing: the importance of agility. From helping clients evolve their offerings to suit a new normal in their marketplace to managing budgets that took a hit, we’ve had to adapt to major changes seemingly overnight.

Now, with a pandemic that remains ongoing for the time being, the spirit of adaptability is likely to continue defining this year as well. So, it’s imperative to explore creative ways to drive engagement and growth in what could possibly be another unprecedented year.

When creating your 2021 marketing plan, here are a few things that you should consider including in it.


Focus on Purpose

Regardless of what they offer, purpose-driven businesses inherently understand why they exist and who they are best built to serve. And people, particularly throughout 2020, have been taking note of these companies. A survey of 2,447 global consumers conducted by Deloitte found that 79 percent of respondents recalled instances of brands positively responding to COVID-19 to help their customers, workforces, and communities.

Why is having positive awareness so important? Well, according to consumer research by Cone and Porter Novelli, 67 percent of people feel companies with a purpose care more about them and their families. As a result, 79 percent said they are more loyal to purpose brands, and 73 percent stated that they would defend them. Another 78 percent said they would tell others to buy from these brands.

When purpose is embedded throughout an organization, companies can live it out across the value chain to fulfill both the hopes of customers and needs of our world.


Enhance Your Engagement with Customers

While the potential directions a brand can take to change business models during uncertain times are numerous, one path stands out among the rest: pivoting the way they engage with customers.

As customers increasingly participate as brand ambassadors, influencers, and collaborators, customer engagement is rapidly becoming a two-way street. Participation can manifest in low-touch activities, like posting about a brand on social media, to deeper engagements, like collaborating on a video. As such, brands can benefit by crafting an engagement strategy that leans into participation and maximizes its mutual benefits for themselves and their customers.

Engagement strategies are also not exclusive to B2C companies. B2B companies can implement forms of participation as well. This might include building innovation labs, where customer feedback is used to cocreate new products or services. It could also mean inviting customers to share interesting points from a live in-person or digital conference that you’re holding or participating in by using a unique hashtag.

With engagement being a two-way street, brands now have more opportunities than ever to call on their customers to help them bring their products and services to life.


Develop Partnerships

During a recent live stream of a safari, I saw what I initially thought to be an unlikely alliance of a mongoose family with a lizard. Responding to the confusion of viewers (me being one), the guide explained that their relationship is one built on safety and survival.

Just as in nature and life, in business, there is an essential need for collaboration and partnership. Harnessing the strengths of others from different corners of your ecosystem is one of the most strategic ways for businesses to solve complex challenges, scale their innovation, expand their network, and gain market share.

Developing relationships with different vendors in your industry is an ideal way to build the foundations needed to create a partnership. Typically, this is done at industry conferences and trade shows. But as many physical events remain on hold, you need to find alternatives for connecting with potential partners.

Our Industry Insights Webinars, for example, offer business leaders not just a speaking opportunity that allows them to showcase their expertise but also the chance to network and connect with potential customers and partners in a live chat. This can be a simple way for you to target which partner would be the right fit for you. Additionally, our webinars can also serve as a sales tool as we provide the opportunity to promote links to your website or landing pages during our webinars, which also remain on the recorded events.

Although we could well be going into what might be another uncertain year, there are a few evergreen marketing strategies that can help your business remain on track. Of these includes staying true to your purpose, improving the ways in which you engage with customers, and building partnerships that are meaningful and mutually beneficial.


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Thought Leader
Marketing & PR

How to Become an Impactful Thought Leader

The B2B sales process is getting longer and more complex. Attracting buyers for B2B sales does not have the advantage of holiday sales or eye-catching displays and 62% of buyers say they can make a business decision based on content alone. When prices are stable, and products are similar, the ability to position your company as an authority becomes an important factor for gaining the attention and trust of potential buyers.

What buyers desire most from a thought leader are ideas that create impact. Inspirational CEO's like the late Tony Hsieh of Zappos.com are known for sharing the personal stories and core guiding principles that contributed to their success. Company leaders can build trust with potential buyers through their willingness to sit down with a public audience to discuss their success, failures, and what keeps them motivated. Thought leaders within their particular industry can act as catalysts for behavioral changes within their business or industry. This is done by sharing knowledge and wisdom that not only get results, but also brings more success to everyone.


Promote topics in your industry

In the digital era, it is important to be relevant and searchable because the traditional sales pitch may not apply. Potential clients can look up everything about a company in a few clicks online, turning the internet into an essential tool for making purchasing decisions. There is a lot of information out there, but this is not the issue. The challenge is finding a way for your ideas and perspectives to stand out and resonate with the right audience.

Companies can establish awareness by consistently sharing valuable insights with customers across all channels of communication. Like the average consumer, B2B buyers are increasingly using mobile devices to research and make purchases. Furthermore, it is also important to have a website optimized for mobile in addition to desktop. This compatibility is essential to allow customers the ability to follow and interact with your company using their preferred method.


Interpret the market to gain followers

Customers have access to more knowledge than ever, but it's easy to get lost in a sea of non-relevant information. Part of the customer journey is awareness, and customers cannot use your business if they don't know that you exist. The people looking for your technology may not be knowledgeable enough to search for the specific system they need.

Good thought leaders act as a buffer between search engines and potential clients by interpreting the market for their customers. As an interpreter, they have the ability to qualify the importance of a subject, and set the perspective based on their experience. To gain the attention and trust of their audience, thought leaders must be generous with good content that points people in the right direction.


Tell your customers something they don't already know

Thought leaders don't have to be confined to their education, career segment, or industry. A thought leader is defined by their failures, success, and ability to look at problems from the perspective of multiple life experiences and come up with solutions.

Video content is a great way to connect with and build credibility with potential buyers. Presentations and fireside chat-style interviews allow potential buyers to gain insight into the company culture and social values. A critical decision factor for the growing number of millennials involved in B2B purchasing decisions. Webinars and interviews are an opportunity for leaders to express why they feel their company is on trend, how they are serving their customers' needs, and provide a clear understanding of where the industry is (or isn't) going. Buyers want assurance that they can grow with your company and won't have to change solutions down the line.


Stand out with consistent and valuable content

Most buyers are limited in research time and are actively looking for a nudge in the right direction. There is a lot of information available, and it's hard to identify what is important, why it's important, and what it might mean for their future.

Make the most of your platform by sharing insights that support future needs and initiatives unique to your industry. Creating content for thought leadership is a very forward-thinking way to do business. Instead of waiting for the customer to reach out, you are creating content that addresses their pain points. While many companies tend to get lost in their solutions' technical aspects, they miss what is actually important. Customers just want their pain points addressed, and while the technology may be very innovative and impressive, understanding the hardware specifications may not be their first priority.


Use content to drive conversion

Because of the digital revolution and access to information, most customers are more than halfway through the buying process before their first meeting with a company representative. This is why a marketing strategy that disseminates content across multiple channels is one of your most important assets. Companies with a healthy web presence stand out with tutorials, demos, and one-on-one chats with experienced CEOs providing thoughts on the latest industry outlook.

If you want to know if you're a thought leader, a significant sign is the shift from customer acquisition to gaining customer advocates. By developing a reputation based on providing value, you will gain the trust of potential buyers, which makes them easier to convert. After conversion, if you manage to deliver excellent service or a superior product, then they will not only continue to work with you, but they will also be happy to share their new knowledge and subsequent successes with industry peers. In a time when developing business relationships is constrained by a lack of events and the ability to travel, thought leadership is the next best way to gain attention, educate the market and promote your product or service.

Ready to stand out in 2021? Click here to learn more about sponsorship opportunities with Industry Insights Webinars.


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Annual Industry Insights IoT Awards
Marketing & PR

IoT Marketing Strengthens IoT Ecosystem by Hosting the First Annual Industry Insights IoT Awards

AUSTIN, Texas, Dec. 17, 2020 /PRNewswire/ -- Industry Insights Webinars held the 2020 Solution Spotlight Showcase and First Annual Industry Insights IoT Awards, with Host Tiffani Neilson and Guest Co-Host Steve Brumer on Thursday, December 10, 2020, as part of IoT Marketing's monthly Industry Insights Webinars series.

The live event featured thought-provoking conversations on the State of IoT and recognized the top IoT solutions, businesses, and industry leaders for their success in 2020, giving each of the winners the opportunity to say a few words when accepting their award. The special edition closed with forward-looking thoughts, trends, and tips for the year ahead.

"2020 has been a challenging year and IoT Marketing created the Industry Insights IoT Awards to recognize IoT businesses and leaders for their accomplishments in expressing resilience and innovation to push the industry forward," stated Tiffani Neilson, host of the webinar series and Director of Marketing and Sales at IoT Marketing LLC.

2020 Solutions Spotlight

The 2020 Solution Spotlight Showcase and First Annual Industry Insights IoT Awards recognized the top IoT solutions, businesses, and industry leaders for their success this year, while featuring thought-provoking conversations on the State of IoT. Full replay available at IoTMktg.com/IoT-Marketing-Webinar-Videos.

"The Industry Insights Webinars series aims to provide business professionals a sense of community within the Internet of Things space."

Key awards and winners featured during the event include:

  • Top IoT Solution for Data Security Award (Winner): Ampcus Cyber, accepted by Viral Trivedi
  • Green IoT Solution of the Year Award (Winner): Paradise Technologies Limited, accepted by Kerry Babb
  • Geo-Location Solution of the Year (Winner): Polte, accepted by Len Schuch
  • Top Connected Solution for Health Award (Winner): One Touch TeleHealth, accepted by Carrie Chitsey
  • Interoperability Award (Winner): Object Spectrum, accepted by Eric Lenington
  • Best Personalized Experience Award (Winner): Disney, accepted by Gregory Toler
  • Tech for Good Award (Winner): Indiana Department of Child Services, accepted by Kevin Jones
  • Brilliant Mind Award (Winner): David Knight, Terbine
  • Smart City Solution of the Year Award (Winner): Klika Tech, accepted by Monolo Morales
  • IoT Systems Integrator of the Year Award (Winner): IoTco, accepted by Mo Abuali
  • IoT Product of the Year Award (Winner): Shelly 3EM by Allterco Robotics
  • IoT Influencer of the Year Award (Winner): Steve Brumer, BH IoT Group

Founder of IoT Marketing, Johannes Beekman, shared, "Facilitating constructive dialogue around new and existing challenges while highlighting marketplace solutions aimed at solving industry pain points is crucial to move the IoT industry forward. For this reason, Industry Insights Webinars is committed to serving audiences with content that helps close the gap between solution providers and those in search of their products and services."

In the absence of trade shows, many players in the IoT ecosystem are struggling with business development for their connected solutions. To serve this need, Industry Insights Webinars has created a virtual community for business professionals and thought leaders to share their knowledge and expertise.

Additionally, IoT Marketing is preparing to launch an exclusive on-demand channel and new Industry Insights Webinars website in early 2021. All webinar replays, including the 2020 Solution Spotlight Showcase and Industry Insight IoT Awards are currently available on IoT Marketing's website.

Watch the Industry Insights IoT Awards replay by visiting, IoTMktg.com/IoT-Marketing-Webinar-Videos.


About IoT Marketing

Based in Austin, Texas, IoT Marketing is a digital agency specializing in launching and fueling the growth of IoT and high-tech companies by planning and executing their go-to-market strategies and product launches. With deep industry knowledge in IoT, high-tech, advertising, and public relations, IoT Marketing provides vital insights into markets and technology applications as a foundation for positioning and branding a company's IoT initiatives. Clients benefit from working with one outsourced firm offering end-to-end communications services, from websites to webinars, to handle all their marketing and PR needs. For more information, please visit IoTMktg.com.


Media Contact

Rose Begonia
[email protected]
(614) 695-1403


Visit the original article posted on June 2, 2020 on PR Newswire.

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