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When is it Time for Your Business to Get a New Website?

Wed, 19 Apr 2023 01:15:44 GMT

Your Website Works Overtime, so it Might be Time to Refresh

Websites represent your business online and act as a secondary salesperson available 24/7—providing up-to-date information about your products and services and producing quality leads, even while the sales team sleeps at night. Companies invest in training and tools to keep their sales teams competitive, and the same should go for your website.

Sometimes it’s routine maintenance or updates to keep your site running smoothly, or you may need content additions to boost your SEO and PPC programs. However, there are times when a brand new website with fresh design, visuals, and content with upgraded backend technology is required to keep or gain a competitive edge. The question is, when do you know it’s time for a new website?

To answer this, ask yourself how your technology, search, and website lead performance is. In this blog, we’ll cover these three key indicators that your business is a candidate for a new website. We will also explore why these changes are crucial to staying competitive online.

Is it time for a new site? Ask yourself these three questions to find out.

Question 1: How is Your Technology Performance?

It’s important to preface that websites are never a one-and-done deal. Even recently launched sites may need further updates to address technical or search optimization needs as the technology and search algorithms evolve. Keeping that in mind, a RightNow website is built to last three to five years from a technology standpoint, but the average “shelf life” of a site is 1.5 to 2.5 years.

A website built on an older platform or server, or written in an older programming language, can hurt technology performance. Even without a programming background, you can tell if your website fits into one of these categories by the site’s speed. The speed at which your site loads and operates is a major factor in user experience. One in two consumers will abandon a website that takes more than six seconds to load.

To find out, companies can use tools like GT Metrics, PageSpeed Insights, BuiltWith, or Wappalizer to see what software and versions a website is using. However, these self-service tools provide results that can be very technical. The RightNow Team can audit sites to spot technology conditions and explain update needs with actionable improvements.

Another need could be the addition of e-commerce or catalogs for companies providing online ordering. This is a complicated operation given the mechanics of search and filtering, order information, databases, and payment processing. What’s more, e-commerce development techniques are not search engine friendly and could negatively impact your website’s online performance. Keeping an integrated approach front and center, TopSpot provides e-commerce functionality without sacrificing your search results.

Question 2: How is Your Search Performance?

Your business resides in a search landscape constantly in flux due to changes in algorithms and competitors’ websites. That’s why entering your key search terms into Google or Bing for their performance is critical to discovering our second indicator—search performance. If you’re showing up lower and lower on the page for target keywords, it could be time for a new website.

Content isn’t exclusive to text as search landscapes see increased populations of images and video. When considering a new site design, imagery and videos featured on your site not only create more appealing visuals but could further provide a better experience for your prospective buyers.

Question 3: How is Your Website’s Lead Performance?

When your website leads flatline or dip, it’s time to look at the buyer’s journey to see how your website fits into the lead process. An audit of your leads coming in from your website can help identify needs such as separating forms, adding more details to those forms, or making changes to the sales process. These recommendations are not a reflection of business operation but of changes needed to the user experience as they travel from search to site.

The competition also comes into play visually, meaning web design. Most B2B customers look at three to five companies before finalizing a sale. How does your company look when compared to these other choices? This doesn’t always require a full re-brand or a change in business objectives but requires making a site user-friendly and modern—confidently showing your experience and differentiators to potential customers.

What’s Your Takeaway

Company websites don’t exist in a vacuum—the marketplace continuously sees new competitors, technology, and changes in search. It’s important to have a flexible approach to your website strategy, and one that’s integrated with the rest of your digital marketing efforts, as one change could affect everything else. While a new website can be intimidating, the goal is to future-proof the technology powering it and the content informing search results. It’s an investment that equates to longevity and better results.

Contact RightNow for an audit of your website, plus alignment with your search strategy. Having a trusted Team look at your digital marketing from search to sale while keeping your business goals top-of-mind, can give you a competitive advantage.

Chat GPT and the Impact on SEO and Content Marketing?

Fri, 03 Feb 2023 15:32:05 GMT

Will This Technology Change Everything?

Game Changer for Marketers?

The recent release of the ChatGPT chatbot in November 2022 has generated significant public interest. In essence, ChatGPT is an AI-powered chatbot allowing users to simulate human-like conversations with an AI.

GPT stands for Generative Pre-trained Transformer, a language processing model developed by the American artificial intelligence company OpenAI. The GPT language model uses deep learning to produce human-like responses. Deep learning is a branch of machine learning that involves training artificial neural networks to mimic the complexity of the human brain, to produce human-like responses.

ChatGPT has a user-friendly interface that utilizes this technology, allowing users to interact with it in a conversational manner.

In light of this new technology, businesses and consumers alike have shown great interest in how such an innovation could revolutionize marketing strategies and customer experiences.

What’s so special about ChatGPT?

What sets ChatGPT apart from other chatbots is the size of its dataset. Chatbots are usually trained on a smaller dataset in a rule-based manner designed to answer specific questions and conduct certain tasks.

ChatGPT, on the other hand, is trained on a huge dataset — 175 billion parameters and 570 gigabytes — and is able to perform a range of tasks in different fields and industries. 570GB is equivalent to over 385 million pages on Microsoft Word.

Given the amount of the data, ChatGPT can carry out different language-related activities which includes answering questions in different fields and sectors, providing answers in different languages and generating content.

Friend or foe to marketers?

While ChatGPT may be a tremendous tool for marketers, it is important to understand the realistic possibilities and expectations of it to get the most value from it.

Traditionally, with the emergence of new technologies, consumers tend to go through Gartner’s hype cycle. In essence, Gartner’s cycle explains the process people go through when adopting a new technology.

The cycle starts with the innovation trigger and peak of inflated triggers stages when consumers get enthusiastic about new technology and expectations start to build. Then consumers realize the pitfalls of the technology, creating a gap between expectations and reality. This is called the trough of disillusionment.

This is followed by the slope of enlightenment when consumers start to understand the technology and use it more appropriately and reasonably. Finally, the technology becomes widely adopted and used as intended during the plateau of productivity stage.

With the current public excitement surrounding ChatGPT, we appear to be nearing the peak of inflated triggers stage. It’s important for marketers to set realistic expectations for consumers and navigate the integration of ChatGPT to mitigate the affects of the trough of disillusionment stage.

Possibilities of ChatGPT

In its current form, ChatGPT cannot replace the human factor in marketing, but it could support content creation, enhance customer service, automate repetitive tasks and support data analysis.

Supporting content creation: Marketers may use ChatGPT to enhance existing content by using it to edit written work, make suggestions, summarize ideas and improve overall copy readability. Additionally, ChatGPT may enhance search engine optimization strategy by examining ideal keywords and tags.

Enhancing customer service: Businesses may train ChatGPT to respond to frequently asked questions and interact with customers in a human-like conversation. Rather than replacing the human factor, ChatGPT could provide 24/7 customer support. This could optimize business resources and enhance internal processes by leaving high-impact and sensitive tasks to humans. ChatGPT can also be trained in different languages, further enhancing customer experience and satisfaction.

It’s important to understand the realistic possibilities and expectations of new and emerging technologies.

Automating repetitive marketing tasks: According to a 2015 HubSpot report, marketers spent a significant amount of their time on repetitive tasks, such as sending emails and creating social media posts. While part of that challenge has been addressed with customer relationship management software, ChatGPT may enhance this by providing an added layer of personalization through the generation of creative content.

Additionally, ChatGPT may be helpful in other tasks, such as product descriptions. With access to a wealth of data, ChatGPT would be able to frequently update and adjust product descriptions, allowing marketers to focus on higher-impact tasks.

Limitations of ChatGPT

While the wide range of possibilities for enhancing marketing processes with ChatGPT are enticing, it is important for businesses to know about some key limitations and when to limit or avoid using ChatGPT in business operations.

Emotional intelligence: ChatGPT provides a state of the art human-like response and content. However, it is important to be aware that the tool is only human-like. Similar to traditional challenges with chatbots, the degree of human-likeness will be essential for process enhancement and content creation.

Marketers could use ChatGPT to enhance customer experience, but without humans to provide relevancy, character, experience and personal connection, it will be challenging to fully capitalize on ChatGPT. Relying on ChatGPT to build customer connections and engagement without the involvement of humans may diminish meaningful customer connection instead of enhancing it.

Accuracy: While the marketing content may appear logical, it is important to note that ChatGPT is not error free and may provide incorrect and illogical answers. Marketers need to review and validate the content generated by ChatGPT to avoid possible errors and ensure consistency with brand message and image.

Creativity: Relying on ChatGPT for creative content may cause short- and long-term challenges. ChatGPT lacks the lived experience of individuals and understanding the complexity of human nature. Over-relying on ChatGPT may limit creative abilities, so it should be used to support ideation and enhance existing content while still allowing room for human creativity.

Humans are irreplaceable

While ChatGPT has the potential to enhance marketing effectiveness, businesses should only use the technology as a tool to assist humans, not replace them. ChatGPT could provide creative content and support content ideation. However, the human factor is still essential for examining outputs and creating marketing messages that are consistent with a firm’s business strategy and vision.

A business that does not have a strong marketing strategy before integrating ChatGPT remains at a competitive disadvantage. However, with appropriate marketing strategies and plans, ChatGPT could effectively enhance and support existing marketing processes.

Retargeting Basics

Thu, 25 Aug 2022 17:03:38 GMT

The Ins and Outs of Retargeting.

Set Your Campaign Goals in Advance

Schneider recommends kicking your campaigns off with targeted goals and parameters, so your budget is spent wisely on the most qualified customers. “The auction is automated and occurring in real time. You can bid extremely high to win all the possible impressions, but that’s not necessarily a good strategy. The best strategy is to set targeted parameters, and this requires a combination of great vendors using the best technology.”

Another important factor to consider is the length of your retargeting campaign. “The length of your retargeting campaign completely depends on your business. Most advertisers should use retargeting as an on-going part of their marketing strategy. In-market times are business-specific, so making sure your campaigns are setup to align with your business, and testing different levers over time, is important.

Tracking Campaign Performance is Essential

Tracking must be set up before you launch so you can show the ROI of your retargeting efforts. “The most important metrics to track your retargeting’s effectiveness is cost-per-acquisition. Make sure that when you’re setting up your campaigns, you have conversion pixels placed on all of the relevant success events that you want to track,” Walsh says.

Retargeting is Effective At All Points in the Customer Lifecycle

Many experts believe retargeting is most impactful at the bottom of the funnel, once a customer has already visited your webpage. Walsh, however, disagrees. “Retargeting can also be used as a channel to reach your existing audiences with new offers [or] products or announcements in the same way that more traditional channels do. Nontraditional approaches to creative messaging and audience identification are increasingly prevalent.”

Find a Transparent Partner

Partnering with a third-party who gives you detailed insights is essential, not only so you can see the true return on your retargeting, but also so you can properly segment and advertise to your audience. “…Transparent technology partners are important. We’ve dedicated resources to improve and expand our audience modeling capabilities and our optimization objectives. Both of these strategies allow us to weed out the ‘annoyed’ consumers by controlling their exposure over time based on their behaviors. Programmatic display retargeting platforms are extremely complex, and it’s valuable to have someone who can help you navigate,” Walsh says.

Whats Up With Clicks & Sessions?

Fri, 24 Jun 2022 00:01:56 GMT

An important distinction needs to be made between clicks and sessions.

Conversions, visits, pages, hits, sessions—there’s a lot of data to learn about in the wonderful world of online advertising. But while we may know what these terms mean, we often don’t understand exactly how they fit together and where the information is coming from.

We don’t want to bore you with an entire glossary dissecting each and every aspect of digital marketing terminology. So instead, today we’re going to concentrate on two oft-used metrics that, in our experience, tend to cause some confusion: sessions and clicks.

If you’ve ever compared clicks from your DSP or AdWords account with sessions derived from Google Analytics, you might have noticed that the numbers don’t match. There are several reasons why discrepancies may occur, but the foremost reason is this: they’re fundamentally different metrics.

Both metrics allow online advertisers to measure the impact of paid visitors to their site and business, and the insights gained allow us to optimize campaigns and refine a user’s site experience in order to maximize conversions. But let’s face it, we’ve all struggled to reconcile clicks versus the traffic stats from Analytics at some time or another—despite the fact that they seem to indicate the exact same thing.

The good news is that clients needn’t fret any longer, as today, we’re going to provide an overview of the definitions of both clicks and sessions so you can easily distinguish between them.

First Thing’s First: Clicks Aren’t the Same as Sessions

There’s an important distinction to be made between clicks and sessions. On a basic level, the clicks column in your reports indicates how many times your advertisements were clicked by users, while sessions indicates the number of unique sessions initiated by your users.

What Exactly is a Session?

Google defines a session as “a group of interactions that take place on your website within a given time frame”. For instance, one session can incorporate multiple screen or page views, social interactions, events or transactions.

A good analogy would be to think of a session as the container for all the actions a user takes on your site. One user can open multiple sessions, and those sessions can happen on the same day, over many days, several weeks or even months.

A session can end in one of two ways: a time-based expiry or a campaign change, whereby a user arrives via one campaign, leaves, and then comes back through a different campaign. In most cases, sessions time out anywhere between 30 minutes to two hours.

What is a Click?

Clicks, in comparison to sessions, are pretty self-explanatory—the clue’s in the name. Aside from being the physical action of using your finger to apply pressure to a mousepad, a click is when a user clicks on an ad from their desktop or mobile device, and is sent to a click-through URL while the event is recorded.

Why the Discrepancies Between Clicks and Sessions?

Clicks and sessions are two completely different metrics. For this reason, noticing discrepancies in your campaigns is completely normal. Platforms like Google AdWords track clicks, while Google Analytics tracks sessions. If a user clicks on your ad twice within thirty minutes without closing his or her browser, this is registered by Analytics as one session—even if the user left your site and then returned shortly after. To use a real life example: if a user clicks on your ad once, clicks the back button, and then clicks your ad again, AdWords registers two clicks while Analytics registers only one session.

Other Reasons for Discrepancies

Aside from the fact that sessions and clicks are fundamentally different metrics, there may be additional reasons as to why you’re seeing discrepancies in your campaigns.

1. A user has clicked on your ad multiple times.

A user can click on an ad multiple times, but Google Analytics will only count these clicks as one session.

2. Returning users

A user can click on your ad, bookmark your site and come back later during a different session. In this scenario, only one click would be recorded, while Google Analytics would recognize this as two separate sessions.

3. A user clicks and leaves quickly

A user may click on your ad, but leave quickly by hitting the “back” or “stop” button before Google Analytics has a chance to load its tracking code and record the visit as a session. However, this would be counted as one click.

4. Session timeout

Google Analytics’ sessions are timed out after 30 minutes of inactivity. This means that if a user gets distracted and does something else during that time, then comes back and browses the site again later, it would be counted as two sessions.

Conclusion

Discrepancies between platforms that measure clicks and Google Analytics reports are normal because of the fundamental differences in the reporting methodologies.

That being said, both should follow similar trends. While there may be discrepancies between reports, you should ultimately be able to gain a better understanding of the overall trend in your campaign by analyzing both of these metrics.

Unfortunately, there’s really no way to reconcile the discrepancies between sessions and clicks—advertisers simply just need to be aware of the different tracking methods.

Time for a Multi Channel Strategy?

Thu, 31 Mar 2022 15:45:02 GMT

A Cross-Channel Tactic will Boost Campaign Performance

With a multi-channel strategy, you can reach consumers throughout the entire funnel, creating a cohesive story across channels like native, display, video, connected TV (CTV), and audio. Using a mix of complementary channels increases the percentage of the total target audience that you can reach, and it helps you to craft a brand story throughout the entire customer journey.

Read on to learn all the basics of multi-channel targeting, the benefits of a multi-channel strategy, and about multi-channel retargeting.

What is Multi-Channel Targeting

Multi-channel targeting enables you to reach users across different platforms and channels. This strategy helps you to gain greater reach by capturing users who are only using some channels. The focus of a multi-channel campaign is on creating a cohesive message across the included channels. You may run a campaign across two, like display and audio, or across more including video and CTV.

Benefits of a Multi-Channel Strategy

A multi-channel strategy is key in today’s digital landscape because consumers are active across various channels and devices. Understanding how users are interacting across platforms is central to learning how you can effectively reach them, and reach your ROI goals! Here are the three main benefits of a multi-channel strategy.

Helps you reach customers where they are. Customers use a variety of devices and channels these days, so it’s important to approach your targeting strategy holistically. This way, you’re able to reach your target audience where they are: which is everywhere. A multi-channel strategy enables you to optimize your targeting so that it mimics the customer journey, which typically doesn’t stay confined to one channel.
Creates more visibility for your brand. The more presence you have on various channels, the more visible your brand, products, and services are. By creating seamless coherence across the channels that you’re appearing on, you can consistently remind users about your offerings, which will inch them closer to conversion as well as build brand awareness and personality.
Increases engagement from your customers. A multi-channel strategy helps you reach your customers where they are, which also increases the likelihood for engagement. And if you’re present on various channels, your customers won’t be scrambling to find you, which helps build customer loyalty.

A Multi-Channel Strategy Boosts Campaign Performance

A cross-channel tactic will help capture users who are on only some of the channels you’re using in your campaigns. Targeting multiple channels is proven to lift the performance of campaigns that are otherwise run on just one.

Our research has shown that both native and display click-through rates (CTR) get a boost when the user has previously been exposed to the other channel. And, video CTRs increase when a user has already been exposed to a display ad.

For example, we’ve found that a multi-channel strategy consistently helps to extend the reach of native campaigns. If a campaign is running native only, it may reach 53% of a target audience. However, if native is run along with display, the total campaign reach would be 87%. Or, if native is run with video added, the total campaign reach would be 83%.

Use Multi-Channel Retargeting to Re-Engage Your Audience

With a retargeting strategy, you’re able to deliver online ads to a user based on their previous intent-based actions on the web. It’s an important tactic for re-engaging a user who has shown interest in your brand or product, and moving them down the funnel toward a conversion.

Through cross-channel retargeting, you can increase the likelihood that your messaging reaches your audience repeatedly. Seeing your ads across devices and in various formats helps to build campaign awareness. With high reach and frequency across your target universe, your messaging will reach the users who matter most to your campaign.

The Power of a Multi-Channel Strategy

Let’s say an e-commerce brand is looking to drive brand awareness and product purchases through a multi-channel campaign. That brand could start with prospecting, capturing new users through ads across CTV and video. By running the campaign across two channels, the brand will extend the reach of the campaign, increasing campaign scale.

A prospecting campaign would be used to attract new customers, while also building the audience pool for a simultaneous retargeting tactic. In this scenario, the brand could leverage display as their main retargeting channel, using a video completion strategy to target users who’d watched their video and CTV ads in full.

With this multi-channel approach, an e-commerce brand will drive brand awareness, engagement and qualified leads to their website. At RightNow, we’ve found that if a campaign is running CTV only, it will reach 9% of a target audience. However, if video was added, the total campaign reach is 77%. Clearly, the multi-channel approach drives greater reach, resulting in a larger retargeting pool.

Introduce a Multi-Channel Strategy

The reality of today is that customers are using a mixture of channels, and so a strategic approach to capturing attention is to be present on the channels and devices they are on. The rise of mobile commerce doesn’t mean other channels no longer deserve your ad spend. A multi-channel marketing approach takes this into account.

With a multi-channel approach you can deliver ads across a variety of channels. By creating multiple points of contact for your target audience, you can create more opportunities for acquisition.

With programmatic, multi-channel distribution is easier than ever. Plus, most demand-side platforms (DSPs) allow you to target cross-device as well. This is a powerful aspect of multi-channel marketing because cross-device targeting enables you to reach your audience on their desktop, mobile, tablet devices, and on connected TVs.

Can OTT Be Useful for B2B Marketers?

Wed, 23 Feb 2022 23:42:25 GMT

Exploring the Rise of OTT and it's Importance to
B2B Marketers

It’s no secret that the TV industry has completely evolved from the outdated cable and satellite to the high-in-demand OTT streaming services. Consumers went from purchasing cable boxes to searching for the latest and greatest TV-connected devices in just a few short years. In fact, nearly 50% of households today, stream a form of OTT content.

As for B2B marketers, this growth in interest for OTT networks is quite intriguing to them. It’s so perplexing that they are looking to test it out. Of course, with OTT’s vast versatility, it offers plenty of accessibility to B2B marketers to experiment.

Can OTT Be Useful for B2B Marketers?

B2B is a shortened way of saying business-to-business. It can also be referred to as e-biz, but in all, this term describes products, services, and information that is exchanged between businesses. With that being said, B2B marketers are researching whether OTT can be useful to them. Here’s what they found:

Accessibility is a major pro when it comes to OTT services. Marketers found that:

A large TV ad agency isn’t really necessary when trying to accomplish premium content buy.
Since OTT has much lower CPMs, the minimum amount that is required for a test won’t exceed the budget
Targeted ad displays are easy to construct and have the ability to re-engage already viewed OTT content through ads that steer customers back to the site while the company acquires lower-funnel KPIs.

Additionally, B2B marketers determined that in only a short time, OTT will progress to the point where consumers will have the ability to access different and additional content–product galleries, longer-form video–simply from their remotes. This means that brand awareness and consumer engagement is soon to vastly broaden.

Marketers recommend that other B2B marketers run plenty of tests that measure the impact that OTT has on their specific audiences and their reactions to the corresponding display ads.

The Future For OTT B2B Marketing Is Bright

With more time to build metrics and measure trends versus gaps, more advancements will be made to the word of OTT; that includes major advancements in the field of advertising as well. Additionally, the opportunity for granularity and reaching targeted audiences will only grow stronger and more prevalent. With a little time and patience, OTT from an advertising standpoint will soon flourish.

Should B2B Marketing Include Podcasting?

Wed, 05 Jan 2022 16:41:57 GMT

Is Podcasting A Good Idea For B2B Marketing?

If you’re not using podcasts in your business, there’s a good chance you’re leaving money on the table. Currently, there are over 850,000 active podcasts. From 2018 to 2019, the number of people listening to podcasts at work more than doubled, and that number is expected to continue rising. Millennials are the most frequent podcast listeners and a third of them tune in every day. Considering millennials now make up the majority of the workforce in the US, there’s a strong case for using podcasts in B2B marketing.

Let’s get into some reasons why your company may want to start a podcast.

Podcasts Increase Brand Awareness

Brand awareness is a key part of the buying funnel because you can’t sell to those who don’t even know you exist. Podcasts are well-suited for top-of-funnel marketing. They have a two-fold benefit of introducing people to your business while simultaneously drawing them into the conversations surrounding your brand.

Podcasts should be seen as another tool in your marketing toolbox. Due to its unique medium (I’ll explain this later), it can be a useful addition to your content marketing strategy. It naturally supplements blog articles, social media posts, and YouTube videos, engaging your audience wherever they are online.

You can use podcasts to bring people into your marketing funnel by creating episodes about topics your target audience is interested in. For example, if you’re a shoe company, you may create an episode about running shoes versus training shoes, and how they’re different. You can supplement the episode by writing a blog article on the same topic that goes into more detail. Give your podcast listeners a call-to-action to read the blog post, and then give your blog readers a call-to-action to download a free guide about shoe types and BOOM. You’ve successfully turned a podcast listener into a marketing-qualified lead.

Podcasts Show Thought Leadership

If you own a business, then you’re probably an expert in your field. Hosting a podcast is a great way to position your brand as a legitimate authority in your industry. It can boost your credibility, especially if you’re a new business struggling to grow your organic presence online.

Podcasts have the ability to make the listener feel like they’re sitting in on a professional conversation they may not otherwise have the opportunity to be a part of. The majority of listeners say podcasts help them grow intellectually, and 3 out of 4 listeners use podcasts to learn new things. If people are listening to podcasts to become more knowledgeable, and you have the knowledge to share with them, then using a podcast in your business is a no-brainer that can bridge the gap.

Practically, this is similar to writing a thought leadership style blog article. Choose a topic that your audience is actively interested in, and record yourself or others discussing that topic. The informal, open discussion feel of podcasts allows you to be yourself and share your professional opinion. This humanizes your brand and makes it feel more approachable to the listener, which increases your trustworthiness as a thought leader in your niche.

Podcast Content Can Be Repurposed For Other Marketing Channels

One of the most efficient uses of content marketing is repurposing content across different channels. Podcasts are perfect for this, yet it remains one of the most underused tactics in b2b podcasting.

For example, let’s say you just published a new podcast episode for your business. You could use the transcript for blog post content and social media posts, and audio snippets for motion graphics on YouTube. You may also reverse engineer this by filming an interview for YouTube content and using the audio for a podcast episode. These are just a few examples of many different combinations you could come up with, just make sure it’s relevant to your audience.

Content marketing is flexible and the goal is to be everywhere that your target audience is. Since social media is the most common way people discover podcasts, podcasting pairs nicely with a social media strategy. It has become a large piece of the marketing pie that you can’t afford to leave out of your B2B marketing.

Podcast Foster Brand Loyalty & Community

When it comes to growing a business, brand loyalty is non-negotiable. Building a community around your brand is one of the best ways to encourage loyalty. Podcasts are more intimate than other forms of content and can foster relationships with your brand. Since 80% of consumers are more likely to purchase from personalized experiences, it’s a smart move to connect with your audience as close as possible.

A good way to do this is to ask for feedback from your listeners and interact with them in the comments section. You can also engage with them on social media posts related to the podcast for a cross-promotional strategy. Listen to your audience and implement their suggestions to make them feel like they are involved. Remember that business professionals are human beings too.

B2B marketing can benefit from a human touch just as much as B2C marketing. We all have an emotional need to belong and be a part of a community, and podcasting can give your brand a social advantage.

Podcast Provides A Unique Medium For Content

Podcasts are consumed differently than other forms of content. The audio-only format is convenient and makes it easy to listen to while doing other things, such as your morning commute or a stroll during your lunch break. In fact, heavy podcast users listen outside of the house, mostly at work or in the car. This differs from the physical requirement of watching a YouTube video or reading a blog post, making podcast content more accessible throughout the day than other forms of content.

When marketing your business, you want to be top-of-mind with your audience as much as possible. Due to their portable nature, podcasts have the advantage of time here. Since 80% of podcast listeners finish almost every episode they stream, your business can be in front of customers for a longer period of uninterrupted time than other content mediums.

So...Should You Use Podcasts For B2B Marketing?

Podcasting has been around for many years now, and the benefits of using them for businesses have grown continuously. Regardless of your industry vertical, the chances of a large portion of your target audience regularly listening to podcasts are high. If you’re looking to increase brand awareness, brand loyalty, and credibility, then give podcasting a try.

If you’ve already established yourself in other marketing channels and are looking to expand, a podcast may be exactly what you need to reach more of your audience. Just like everything else in marketing, you won’t know until you try it, test it, and gather data. And don’t worry if you don’t have a radio voice, you can probably fix it in post!

Ins & Outs of B2B Marketing

Fri, 22 Oct 2021 12:20:49 GMT

If you haven’t already got a B2B digital marketing strategy, chances are you’re missing out.

Digital advertising spending worldwide is about to hit $375 million for 2021. A huge chunk of that colossal figure is B2B digital marketing.

Where traditional marketing so often focused on B2C marketing, digital marketing opened up new possibilities of reaching businesses thanks to the huge variety of channels available. It’s been a complete game-changer for many B2B companies.

If you haven’t already got a B2B digital marketing strategy, chances are you’re missing out. But fear not, our ultimate guide to B2B digital marketing covers everything you need to know to create a great marketing strategy.

What Is B2B Marketing?

Let’s start at the beginning. B2B marketing stands for business to business marketing.

It’s an all-encompassing term that refers to any kind of marketing tactic or strategy where the target audience is another business. So any company that sells products or services to other companies should be using B2B marketing.

Some of the most obvious examples, for marketers at least, include businesses that provide marketing tools such as Ahrefs, SEMRush, and Moz. All of these businesses focus their marketing efforts on targeting digital marketing managers so they might subscribe to their service.

B2B vs B2C

It’s important to distinguish business to business marketing from business to consumer marketing because of the intended audience.

Target audiences vary for all types of industries. For example, they vary in age, gender, location, education, and income to name a few.

But probably the biggest difference in target audiences is between B2B and B2C marketing. The former is targeting businesses while the latter is targeting individual consumers.

Marketing to businesses

This concept is miles away from marketing to independent consumers. This is because a business doesn’t purchase the same way people do. So a business-to-business marketing strategy is very different from a B2C marketing strategy.

B2B audiences are driven by financial incentives like ROI far more so than B2C customers. The latter are more driven by emotion and fun, which can make marketing to them a lot easier.

Because of this, the purchasing process for B2B audiences takes much longer. They need to trust the company and be sure of its knowledge and authority before making a purchase. This means B2B digital marketing tactics need to educate and inform, rather than entertain like B2C tactics.

All this said many businesses have both B2B and B2C marketing strategies. Amazon is a great example of this. The eCommerce giant advertises products on its site to individual consumers.

But all those products from individual sellers. So Amazon also has digital marketing efforts geared towards encouraging sellers to sign up with them to sell their products.

One of the best ways to highlight the differences between B2B marketing and B2C marketing is by using a marketing funnel.

The Marketing Funnel: B2B Vs B2C

Chances are if you’ve been in marketing for any amount of time, you’ve heard of a marketing funnel. It’s a tool that helps break down the customer journey into stages.

Marketers can use it to figure out what the best marketing channel is for each stage of the customer journey. This can help in creating cohesive digital marketing strategies that bring in great leads or conversions.

The traditional marketing funnel has the following stages:

• Awareness

• Interest

• Consideration

• Intent

• Evaluation

• Purchase

Marketing Funnel Stages

The awareness stage is when a consumer is searching for something they want or need. This could be a product or a solution to their problem in the form of a service. They’re not aware of your company before this point. This is when you need to appear as a trustworthy authority.

The interest stage comes next. The consumer is researching and reading about products or services and learning what is available on the market.

For B2C, this phase may only be a couple of hours or days. Whereas for B2B, this process can take months.

The consideration stage follows interest. The consumer has found the product or service that they prefer and is researching this business only. They’re looking for things like reviews, social proof, and other evidence that this is the right choice.

Again, in B2C this process may not take long, but for B2B consumers this also needs to be presented to other stakeholders and decision-makers within the company. For large companies with lots of red tape, this process alone can take months.

The intent stage is when a consumer is just about to buy a product. For B2C, the product would be in the cart. For B2B, this stage would more likely be a meeting, a product demo, or so on.

The evaluation stage is the final decision about whether or not the consumer wants to buy your product. They may have a couple of other products they’ve researched up to this point as well. They will review all the information available before moving onto the final stage of purchase.

The purchase stage is where all your hard work has paid off. The prospect is now a customer.

B2B Buyer Journey

The marketing funnel works quite well for B2C customers. This is because there is less consideration involved and most often only one decision-maker.

But for B2B, the marketing funnel may be a little simplistic. B2B consumers have many different needs and preferences and this affects their behavior patterns.

Some will spend months reading content in the consideration phase. While others will move into the intent stage and spend a long time there, wanting individual interactions with the potential provider.

So where B2C consumers move down the marketing funnel, B2B consumers may jump back and forth through it.

Additionally, the B2B marketing funnel often has an additional post-purchase stage. This is because the sale is often an ongoing service as opposed to a product. This stage focuses on customer retention strategies and up-selling other services.

This is why many B2B companies research and develop their own buyer journey which is unique to their target audiences’ experience. Much of the buyer journey is independent.

Where a salesperson would have once been getting in touch with prospects while conducting outbound marketing, the emphasis is on inbound marketing for digital marketing.

B2B Traditional Marketing

Traditional marketing refers to any marketing efforts that came before the dawn of the internet. Traditional marketing channels include :

• Direct mail

• Trade shows

• Print advertising

• Radio advertising

• TV advertising

• Word of mouth marketing (referrals)

• Telesales

As you can see, with the exclusion of word of mouth marketing, most traditional marketing channels are outbound marketing channels.

By this we mean, the business marketing is reaching out to their target audience in the hopes leads will follow.

Of course, some traditional marketing channels are more invasive than others. Cold-calling and direct mail advertising in particular have fallen out of fashion in recent years.

For B2B marketers, outbound marketing tactics were often problematic. This is because their target audience often isn’t available on that channel.

Outbound marketing is on the decline generally. While larger brands obviously still advertise on TV, this is mostly a brand awareness and authority exercise. They can afford the huge expense of the channel, most brands can’t.

The high cost of traditional marketing isn’t its only downfall either. 70% of consumers want to consume content about products, not be sold a product through traditional tactics.

This is where digital marketing comes in. B2B Digital Marketing

B2B digital marketing channels have a better mix of inbound and outbound marketing strategies.

Inbound digital marketing refers to any marketing strategy where your target audience comes to you, instead of you chasing them. For digital target audiences, this is much easier to achieve.

Inbound marketing, and indeed digital marketing in general, is also more affordable than traditional marketing. Despite costs rising significantly over the last decade, it remains a much more economical option than traditional marketing.

Digital marketing also has the benefit of the return on investment being more measurable. This makes it more appealing to marketers and businesses as the costs can be compared against the profit using analytics. For traditional marketing, much of this was just guesswork.

The most popular B2B digital marketing channels include:

• SEO

• Content Marketing

• Email

• Social media

• PPC

We’ll look at them all more in-depth, as well as the best practices to follow for each.

B2B SEO

SEO, or search engine optimization, is one of the most popular inbound digital marketing strategies.

SEO marketing is the process of improving or optimizing, your website for search engines like Google, Bing, or Yahoo. Google holds the market share by a long shot, so we’ll focus on them for the ease of this article.

The way search engines work is by crawling your site. Google sends a crawler bot to your site and this bot looks at many different aspects of your site and indexes this information.

Then the next time someone searches for a query, or keyword, on the search engine, Google uses an algorithm to go through all the sites within its index to find the best ones to return as a result for that specific search.

Different Types of SEO

SEO breaks down into 3 main types:

• Technical SEO

• On-page SEO

• Off-page SEO

Technical SEO refers to the nuts and bolts of your website. It’s all the bits you can’t see happening like meta tags, site maps, HTTPS, and more. All these things signal to Google what the overall health of your website is.

On-page SEO, as the name suggests, refers to everything you can see on a page. This includes images, copy, header tags, and more. Google ‘reads’ all this to figure out what a page is about.

Off-page SEO is everything that happens away from your website that affects how Google views it. The biggest factor of off-page SEO is links. This refers to when other sites link to your own.

These links, when they come from authoritative sources, signal to Google that other sites think you’re trustworthy. A site with lots of quality links is more likely to be ranked higher than a site without.

B2B SEO Best Practices

As you can see from the different types of SEO above, there are a few different things to consider when it comes to B2B SEO best practices. Many of them are similar to B2C best practices.

Technical SEO Best Practice

For technical SEO, you should as a minimum:

• Use HTTPS

• Only allow Google to index one version of your site

• Find and fix crawl errors

• Improve your site speed

• Fix broken internal links

• Use permanent redirects

• Make sure your site is mobile-friendly

• Use an SEO friendly URL structure

• Add structured data

There are so many great tools to help with technical SEO. Google provides many of them completely free of charge. This includes Google Search Console and Google mobile-friendly test.

You can use Search Console to find and fix crawl errors on your site. This ensures Google can actually crawl and index the parts of your site you want it to, so it can later serve them up in the search engine results pages.

Google also took a mobile-first approach to indexing way back in 2018, so you should be doing the same. The mobile version of your site should get just as much attention as the desktop version. This includes ensuring a good user experience with load times, usability, and functionality.

Off-Page SEO Best Practices

As we said above, a huge amount of off-page SEO revolves around links. But there’s good and bad link building. Google will penalize you for the latter.

Bad link building is part of what’s called black hat SEO. It refers to those who pay for links, which is against Google’s guidelines. Most often, those who pay for links will end up with low-quality, spammy links to their site.

By low quality, we mean from sites unrelated to your own product or service, as well as sites with a low domain authority.

To ensure you follow best practice link building, you should never pay for links. You can and should reach out to other authoritative, relevant sites with guest blogging opportunities and great content (more on this shortly) to build organic links.

Other off-page SEO ranking factors include social media marketing, brand mentions, influencer marketing, and reviews.

We’ll look at social media marketing soon, but you should be monitoring brand mentions. You can do this by using Google alerts and setting it up to alert you whenever your brand is mentioned. These represent great opportunities to build natural links if the brand mention is unlinked.

You should also have a review-building strategy in place. This means asking customers for reviews through email, social media, in-person, and on your site. Often companies incentivize customers to leave reviews with discounts on future purchases.

On-Page SEO Best Practices

As we mentioned above, Google serves up a page of your website within the search engine results page whenever it matches that page to a user’s search query.

These queries are what are known as keywords for marketers. They’re what rule on-page SEO.

You should optimize your on-page SEO for keywords potential customers will be searching for. You can conduct keyword research by using free tools like Google Ads Keyword Planner or paid-for tools such as Ahrefs or Moz SEO tools.

For best practice, each page should have a primary target keyword. This is often the most obvious phrase, like a product or service name such as “business broadband”.

To target keywords on-page and optimize for search engines, you’ll want to add your primary keyword to your metadata, header tags where appropriate, and throughout your copy.

A word to the wise though, this should read well for users, not just Google. Keyword-stuffing won’t help you rank higher. Google’s algorithm is smart enough to figure out when it’s being done and will rank sites lower for low-quality content, written for search engines instead of humans.

You’ll also want to use high-quality images that are as small as possible in file size for load speeds. Your file names and alt tags should also be optimized with your keyword and readability in mind.

A huge part of on-page SEO is intrinsically linked to content marketing. So we’ll move onto that next.

B2B Content Marketing

You might have heard the phrase, “content is king” thrown around by marketers before. It’s true. It’s an incredible inbound marketing tactic, that if you do it right will bring in leads passively for years to come with no extra effort on your part.

Content marketing links in with both on-page and off-page SEO. We’ll break down the two different types.

On-Page Content Marketing

As we said above, you’ll need to do keyword research as part of your on-page optimization. So what if you’ve found a great keyword that’s relevant to your company and service, but you don’t have a page for it? You make a page for it, obviously.

But we don’t want to end up with hundreds of pages in our top navigation. So you build a blog to target these long-tail keywords that are relevant to your business.

Content marketing is vital for B2B marketing because of the interest and consideration stage. Both these stages are much longer in the B2B marketing funnel than in the B2C one.

Your company can use content marketing to establish itself as the authority on your service or product.

For example, let’s say a marketing manager has decided they want to improve their pages, based on data-driven decisions. They researched and realized they can conduct A/B testing in the awareness phase.

They go into the awareness phase and begin looking for A/B testing software providers, but there are hundreds of them to consider!

One of the providers appears for lots of different searches while the marketing manager is researching. They have lots of content answering all the different queries the marketing manager has about A/B testing. Another provider only appears a couple of times and the content isn’t that helpful.

Who do you think the marketing manager picks?

Chances are it’s the first provider. This is because content marketing establishes businesses as the authority on the subject, as well as increases their visibility within the search engines.

Off-Page Content Marketing

Another great thing about having loads of high-quality content is it increases your odds of other sites linking to you. So it helps with your off-page SEO too. So you should be creating content that is keyword-focused and helps your potential customers. But you should also be creating great content that other websites want to link to.

This doesn’t have to be simple blogs or webpages, this could be:

• Infographics

• Case studies

• Podcasts

• Videos

• Webinars

• Photos

• White papers

And so many more!

Creating great content is an excellent white hat SEO link-building strategy that all B2B businesses should be following.

B2B Email Marketing

Back when social media started picking up steam, many marketers incorrectly claimed email marketing was dead. It couldn’t have been further from the truth. In fact, B2B marketing remains one of the most popular channels.

Compared to B2C, B2B emails have a slightly lower open rate — with an average of 15.1% compared to 19.1% for B2C. But they enjoy a higher click-through rate at 3.2% compared to 2.1% for B2C, so they’re more effective at bringing in leads.

Emails offer great engagement and subscriptions for B2B marketers. This can make them a powerful tool in converting leads into customers.

Unlike in B2C, where emails will mostly be to up-sell and entertain, B2B emails should be focused on informing and educating. They’re a great tool for the post-purchase stage to keep customers engaged and increase customer loyalty.

To do this, you need to resonate with your audience. Your content marketing should work hand-in-hand with your email marketing. You should be providing information your users want and need, not just up-selling products.

B2B Email Marketing Best Practices

For best practice, you shouldn’t be spamming your subscribers. A good general rule of thumb is to send no more than five emails a month and no less than one.

You should use enticing subject lines to increase your open rate. Netflix is a great example of this with their two-line synopsis on every film. They entice you into wanting to watch the movie or, in this case, open the email.

Your emails shouldn’t be long or cluttered with different content either. Stick to one topic and one call-to-action per email. This will increase your click-through rate.

You should also segment your email subscriber list. Not every email will be helpful for every customer. Segmenting your list allows you to target your emails at the subscribers who will find that content the most helpful.

This will help your open and click-through rates. But it will also help decrease your unsubscribe rate.

You should also be following the relevant privacy laws for your country. For example, even though GDPR isn’t American legislation, American businesses whose subscribers may be affected by GDPR should be trying to follow these guidelines.

B2B Social Media Marketing

Social media might seem like a channel that is more suited to B2C businesses, but it’s not the case. In fact, 75% of B2B buyers say that social media affects their purchasing decisions.

Despite this statistic, many B2B marketers ignore the importance of social media. This is because it can deliver lackluster results compared to other channels.

The issue here is the expectation. For B2C businesses, social media marketing can deliver great quality leads and conversions.

However, for B2B businesses social media marketing is more focused on brand awareness and authority. Much like content marketing, it’s there to show potential customers that you’re a good choice.

As well as this, it can give B2B businesses more personality in an otherwise serious or somber industry. It can make you human. For potential customers, this can be a big influence on whether they choose your product or service.

B2B Social Media Marketing Best Practices

Like email marketing, your social media marketing should go hand-in-hand with your content marketing. You should be providing helpful information to your target audience, not just selling.

You should also be using the right social media platforms. There are a whole host of different social media platforms available. The most popular include Facebook, Twitter, Instagram, LinkedIn, TikTok, and Snapchat.

Out of that list, which do you think your customers will be on?

Lots of this comes down to the demographics of users on different platforms. For example, TikTok users are most often aged between 16 to 24. So it’s unlikely you’ll find your target audience on that platform and you shouldn’t waste your resources and time on it.

For most B2B businesses, LinkedIn is the most valuable social media platform. So you should focus your efforts on the channels that will bring in the best results for your business. If you feel like you’re just shouting into the void when conducting B2B social media marketing, and indeed SEO marketing, don’t worry. That’s where PPC marketing comes in.

B2B PPC Marketing

Last, but by no means least, is PPC marketing. PPC stands for pay-per-click. As such, it’s a paid form of digital marketing. There are many different PPC marketing platforms with the most popular for B2B being:

• Search ads

• Display ads

• Social ads

We’ll cover them all briefly.

Search Ads

Search ads are the ads you see appear within the search engine results pages. Most often they appear as text at the top of the page. There’s a small amount of copy and if you click through you’ll be directed to the advertiser’s site.

For B2B marketers, search ads offer a great opportunity for visibility within the search engine results pages. For newer companies who haven’t yet been established long enough for their SEO strategy to have helped, PPC is a great option for getting eyes on your service or product.

Search ads are keyword-focused. You’ll pick a selection of keywords that, when searched by a user, will trigger your ad to appear.

The most popular search ad provider is Google Ads, but there are many options to consider depending on which search engine your target audience uses.

Display Ads

Display ads are a type of graphic paid advertising. They’re the image-led ads you see appear all over the internet on other websites.

Most often, display ads are used as a form of re-marketing. This is when a user has already visited your website and you want your brand to stay in their mind. You can use display ads to “follow” around users who have previously been to your site.

Display ads are a great tool for building brand awareness. They’re completely free to use unless someone clicks on them. So they’re a cost-effective solution to achieve this. You can also target display ads based on the demographics and interests of your target audience. As well as basing it on other sites your target audience has visited, such as competitor sites.

As above, the most popular display ad provider is Google Ads. They display ads across a network of 2 million websites.

Social Ads

Social ads are adverts that appear on social media channels. Most often this is within users’ natural news feeds.

There are different types of ads available for each different platform. For example, on Facebook, you can place ads during videos while Twitter doesn’t have this functionality. The most common type of ad is a sponsored post.

This is where you take one of your posts and pay for it to appear in front of your target audience. Your target audiences can be based on location, interests, demographics, and behavior. For LinkedIn, you can also target based on companies and contacts.

Social media ads on the right platform are a great tool for getting your content in front of your target audience.

If you are a B2B business interested in how content marketing can help you convert prospects and generate new leads contact our team.

B2B Content can have a Personality

Mon, 06 Sep 2021 16:27:51 GMT

B2B Marketing with a Human Connection

Creating a human connection is critical when it comes to building a long-term relationship. Think about it, the best relationships are built on honesty, mutual respect, and understanding.

Before you think we are going all Dr. Phil, take a minute to see how this applies to B2B marketing. When it comes to B2B relationships, the best, long-term relationships are built over time and founded on trust. As such, it’s important to remember that you are selling your products or services to another human being.

Here, we take a closer look at a few ways to evaluate your B2B marketing strategy to ensure you are focusing on creating a human connection with your prospects and clients, not just making a sale.

Don’t think about your goals, think about your prospect’s needs

The best marketing campaigns don’t start with a statement about “us.” It starts with a statement about the end-user or buyer. Instead of thinking about meeting your MQLs for the month or getting more visitors to your B2B website, consider what your prospect needs. They don’t need to be your next MQL or white-paper download, that’s for sure.

Put yourself in their shoes. Read questions on an industry forum or check out comments on industry publications. You may discover things your target market is saying like:

I need a tool that will help my firm do X, Y, and Z
My current software only does this, but I need it to really do this
Our existing accounting service doesn’t provide this, which is critical to getting our bills paid

These are just vague examples, but often you’ll find when a person says, “I need,” they really need it to make their life or job easier. Look for where they are saying it and pay attention.

Consider varying needs by job, seniority, functionality

For many organizations that operate in the B2B space, products and services aren’t only used by one member of a company. Often the product or service is used by multiple employees, departments, or even business units. The needs of the end-user can then vary widely from usage to application to complexity.

In order to think about your prospect’s needs, you need to know who they are, what they do, and who they report to. If you aren’t sure what they use your products or services for, ask them. Turn to your valued customers and ask them questions. In many cases, you won’t just get valuable info from the end-user of your products or services, you’ll find ways you can better serve your clients or improve your products.

Be human

Artificial intelligence is getting better and better these days, but it’s still not a replacement for a real human being. The best B2B marketing campaigns address the audience as humans, coming from humans. How appealing is it to get a generic email from sales@website.com? Not very. But if you receive a personalized email from Jim Faulknor at RightNow Inbound, you may be more likely to look and see what Jim says in the email.

Also, when it comes to messaging in emails, ads, blogs, or guides, don’t overcomplicate it. You want your messaging to be relevant and relatable. In other words, human. If you work with an experienced copywriter, you can create messaging that is conversational and relatable, but still polished. We aren’t saying to write “LOL” in a marketing email, but it’s best to use messaging that is easy to digest and resonates with the recipient.

Don’t over-personalize

Personalization is a popular topic in the B2B marketing world these days and for good reason. Prospects want to know that you understand their needs and can help them. They don’t, however, want you to know their dog’s name, what kind of car they drive, and where their kids go to school before they have ever spoken to your team. That is creepy.

It’s OK to personalize messaging and marketing campaigns according to the person’s:

Name
Company
Industry
Job Title/Responsibility
General Location (like a city)
Area of Interest

Most people understand this information is all readily available and many of them have it all in their public LinkedIn profile. But stay away from the personal stuff, unless they volunteer it when you are chatting with them on the phone.

Have a personality

We have a product and you should buy it. Thanks.

You may laugh at how silly and bland that statement sounds, but that is the core of many marketing campaigns, whether it’s a social post, blog, email, or ad. Every brand has a personality and it’s OK to put that personality into your B2B marketing. I’m not talking about your individual personality, I’m talking about your brand personality.

For example, at RightNow Inbound Marketing, our brand personality is polished but direct and relatable. This is evident in all our marketing. If your brand prizes customer service, that should be front and center in any piece of advertising or communication. If your brand personality centers on your technical expertise, lean into that in your marketing communication.

Having a personality sets your brand apart from a competitor and helps you to create a connection with your prospect or client.

The takeaway for this blog is: don’t get caught up in MQLs, SQLs, funnels, lead attribution, open rates, website visitor data, etc. That stuff should all be tracked and measured, but when crafting a B2B marketing campaign, just focus on being human and connecting with another human.

Content Marketing in 2021

Tue, 31 Aug 2021 19:44:26 GMT

Attention spans in 2021 are shot

Content marketing gets a bad rap because a lot of it is so badly wrapped. What happens in the land of marketing and business (b2b marketing or B2C – it doesn’t matter) is that someone takes a good concept and sullies it with poor execution. A strong intention becomes a watered down effort to lure people into a sales funnel with search terms. While SEO is a useful part of earning attention, it’s not the soul of content marketing. Let’s talk about that.

Content Marketing Strategy is About Being Helpful

Attention spans in 2021 are shot. The COVID-19 pandemic and other world events pushed us into having to consume more than our share of news. It’s built an intention of shutting out too much information. But what types of content earn attention? Helpful material never goes out of style.

One way to help: brevity. People want the payload, not the fluff. Whether it’s business goals or personal pursuits, skip the backstory and cut out the fat.

Guide people by making all your content simple to scan, easy to read, and worth bookmarking for later. By this, I mean: use subtitles and bullets. Create transitions and straightforward messaging. Don’t make people work to consume what you create.

Content Types for Context Types

Video marketing is an undeniable part of 2021’s content marketing landscape. It’s useful for when we feel like being nurtured, or when people’s content needs also match a desire to lean back and simply absorb the material. But what if many of your target audience are in a car for long stretches (like truck drivers or suburban commuters)? Then a portion of your marketing methods would be better suited for audio. If not a full fledged podcast, then at least audio content you can invite the recipient to play while commuting. Remember that just because you might prefer text, the most effective way to reach people is the type to choose. Never let your preference guide this choice.

Use Different Types of Content But Tell the Same Story

While matching content to the customer journey, remember that it’s preferable to tell your story across a variety of marketing channels. If a prospective customer is evaluating your product, shoot an Instagram video showing why your product is the better choice for them. Follow it with an infographic comparison chart or the like. Remember that you can get quite varied in delivery methods. Make a Slideshare of “How to Convince Your Boss to Buy Our Product for You” and arm your internal allies with what you know. But be sure that you use an editorial calendar or content calendar (however you prefer to call it) so you have an eye towards optimizing earned attention.

Perform a Content Audit

It’s easy to mistake content marketing efforts and published material for being actually useful. But there’s so much at stake. All content is a reflection of your branding. If the content marketing your organization creates doesn’t serve both the consumer of that material and the sales team, it’s not content marketing. It’s just content.

A content audit investigates whether your organization’s marketing strategy and tactics align with its business objectives. If funny dance videos don’t make the phones ring, then who cares? But at the same time, if your company still pushes bland white papers circa 2000 because you’re “doing b2b marketing,” then you’re missing far too many opportunities. There are so many ways to reach more people and earn more customers. But it takes effort and it can’t be phoned in. It’s 2021. Let’s get you ready for the years ahead.

May We Help?

RightNow Inbound Marketing offer's consultation around business strategy and marketing as it applies to content marketing and much more. We're available to help, should you want to talk that over and see how we can get your company’s content marketing to serve you better. Just drop us a line via this contact form and we’ll get right back to you. Or email us directly: info@rightnow.is . Either way. we're here to help.

3 Signs Your Technology Company Needs a Digital Marketing Agency

Tue, 15 Jun 2021 14:26:52 GMT

Technology companies are built on innovation and a mission to disrupt the status quo with products or solutions that can, quite literally, change lives. But you know it takes more than a brilliant idea and pure grit to achieve limitless success. It also takes a steady flow of high-quality leads, customer loyalty and a positive reputation.

3 Reasons Your Tech Company Needs a Digital Marketing Agency

You can’t manage digital marketing in-house
You’re not bringing in the right leads
You want to scale, but you’ve hit a plateau

Like every investment your company makes, you want to ensure a digital marketing agency is necessary before you fork over the budget. And who can blame you? Making the wrong investments prematurely can cause significant harm to your organization. On the flip side, you know attempting to do everything yourself isn’t a wise strategy either. So, what should you do?

If you’re experiencing any (or all) of these pain points, it’s time to partner with an agency.

1. You Can’t Manage Digital Marketing In-House

Digital marketing isn’t cheap. And if you launch marketing efforts without a clearly defined strategy (and the right talent to manage it), you could be throwing away hundreds or thousands of dollars with every campaign.

Whatever the case, outsourcing the responsibility to an agency full of experts can ensure your marketing budget is being applied in a way that’s designed to drive the highest possible ROI.

2. You’re Not Bringing in the Right Leads

Is your sales team complaining that all leads are bad? Maybe you’re generating tons of leads, but only a small percentage of them fit the bill. Or perhaps you’ve narrowed your focus too much, and you’re struggling to bring in enough new business to sustain your growth. In either scenario, a digital marketing agency can help.

These experienced pros can help identify what’s causing your lead woes and design marketing campaigns that target the right audience, with the right message, at the right time, and in the right place.

3. You Want to Scale, But You’ve Hit a Plateau

Lots of technology companies enjoy a period of rapid growth, followed by a period of stagnation. And while you may have initially sped ahead of competitors, that plateau is their opportunity to overtake you. Luckily, a digital marketing agency can help you bust through the stasis and get your business back into high-growth mode.

Top agencies can help you refine your messaging, refocus your target, and generate new demand. They can help you gracefully enter new markets, grow your share of existing markets, and identify ways to deepen engagements with current customers.

All of this sounds great, right? But to achieve any of the above, you first need to find the best agency for your business.

How to Find the Right Agency for Your Tech Marketing

If you’ve never worked with a digital marketing agency before, the prospect of finding one can be a little daunting. There are thousands of digital marketing agencies, and, at first glance, it can be hard to tell them apart. Here are a few things you can do to find the best fit for your company:

1. Identify Your Goals

What are you trying to achieve? For example, do you have all your marketing bases covered but need someone to help manage your digital ad spend? Perhaps you need a digital marketing strategy refresh because you don’t have the time to keep up with the latest marketing trends. Or maybe you’re preparing to go to market with a new product or service and need help getting the word out.

Whatever the case, one of the first questions a prospective agency will ask is, “what do you want to achieve” and the more defined your goals, the easier it will be to answer this question. Additionally, if you just need one service, like video marketing, it will help you narrow down your options to agencies that specialize in that specific offering.

2. Look for Agencies Targeting Your Industry

Most agencies have a few verticals they work with, and they’ve developed deep expertise in those areas. For example, RightNow Inbound works with technology, healthcare, industrial and generally in the B2B space. It’s crucial you choose an agency with a long, proven history of success in tech marketing because they’re more likely to understand your audience, their pain points and the challenges they face.

They’ll also have a sound knowledge of your competitors (and how to outpace them).

3. Ask Colleagues for Referrals

Consider reaching out to contacts in your industry and asking if they can recommend tech marketing-focused agencies. You may also want to reach out to employees who joined your organization from other tech companies. They may have prior relationships with agencies and can vouch for their achievements.

4. Focus on Quality Over Price

Professionals in the tech industry know you get what you pay for. Just as your offering outperforms competitors with cheaper products or services, the same holds true with agencies. If an agency is priced far below its competitors, that’s a pretty good sign you’re scraping the bottom of the barrel, and they’re unlikely to achieve the results you want. But you also don’t want to overspend.

Our suggestion? Focus on quality first. When you’re evaluating an agency, ask for case studies and client testimonials so you can see firsthand what they’re capable of doing. Remember, it all boils down to ROI — while you may need to make a significant investment on the front-end, choosing the right agency will mean massive revenue boosts down the road.

A Successful Partnership

An agency is more than merely a service provider — the team you work with will be a partner in your success, hopefully for years to come. By recognizing the need and choosing the best fit, you’ll be better prepared to create sustainable growth, enjoy revenue surges, and keep customers satisfied and coming back for more.

To learn more about our technology marketing solutions, request a consultation today .

How Video Fits Into Your Digital Marketing Ecosystem

Fri, 23 Apr 2021 15:33:48 GMT

A digital marketing ecosystem is somewhat similar to the ecosystems you learned about in 6th-grade science class. To save you the trouble of digging out your old science book, an ecosystem is a community or group of living organisms that live in and interact with each other in a specific environment. Examples of ecosystems include marine, desert and rainforest.

But this is a digital marketing blog, and as much as I would like to dissect a frog right now, we have to keep our eyes on the prize: the digital marketing ecosystem.

We’re now considering online marketing to be an ecosystem. But instead of frogs and flies, this system of interconnecting and interacting parts is formed by three distinct areas of content creation: search engine optimization, social media and target marketing.

So, where does video fit into your digital marketing ecosystem? Before we find out, let’s take a look at our interacting parts and the role they play with video content .

Search Engine Optimization

Video SEO is simply optimizing your video to be indexed and to rank on the search engine results page for relevant keyword searches.

You’ll apply many of the same tactics you would in a blog. This includes making sure your title and meta description contains keywords that target the people you’d like to see your video.

You can also do things like including a transcript of your video to make it more scrapable by search bots and make your video the focus of your page. Keeping the page focused around one video will ensure it receives the traction it deserves.

Social Media

In your digital marketing ecosystem, social media will play a big role in the distribution of your video. If you were to compile a list of ways to distribute your video, you’d start with your company website, landing pages, blogs and emails.

Social media also makes the list, but it is an entirely different animal because of the number of channels you can access for video distribution. They include:

YouTube
Instagram
Facebook
LinkedIn
Twitter
Twitch

Enabling your post with the proper hashtags and keywords will have people finding your video on their newsfeeds in no time. You can also apply target marketing.

Target Marketing

By developing a list of targeted keywords, including them in your distribution efforts and targeting your buyer personas, your digital marketing ecosystem will work together.

When you're targeting your market, you can start with the people already buying from you, following you, and interacting with your posts. Use data points like their age, their challenges, or even the type of business they are working for. You can also target businesses by size or specialty.

Where Does Video Fit In Your Digital Marketing Ecosystem?

Content is at the heart of any digital marketing ecosystem and this includes video. Take a look at this graphic. It gives you an idea of what your digital marketing ecosystem looks like.

And studies show that 54% of consumers want to see more video content from a brand or business they support. It’s the heart of it all.

If you’re interested in getting started , check out our video marketing page to find other tips on how to create and optimize great videos. Or you can take a look at some additional examples of videos that we’ve produced for our clients.

How to Convince Your Company Why Content Marketing Is Important

Wed, 21 Apr 2021 15:20:19 GMT

Twenty-three years of agency experience have taught me that content marketing is a long game. It’s the answer to a problem and the actualization of an opportunity — and it takes time and investment to get it right.

That can mean that if you’re the content visionary of your company, it’s not always the easiest thing to sell to your higher-ups, when the umbrella of marketing is all-encompassing and complex, and it seems like there are easier or faster avenues to pursue. But if you believe in content, you know that it can make a real difference for your business — you just need to be able to convince your boss.

As director of client services at D Custom, I work with clients every day to make strategic use of their marketing resources. We are almost always on the same page; however, they have a lot of stakeholders to convince internally before they can start achieving their goals.

Here are what I consider the four key steps to successfully selling up why content marketing is important, to help you get your stakeholders on board your content train.

Step 1: Set the scene.

The digital transformation has upended the purchase process. Today, an inbound strategy is necessary.

Why do we believe content marketing is so important? Let me put it this way. Forty years ago, if you wanted to buy a car, you usually went to a dealership or a car lot not knowing much. Maybe you liked a brand you saw in an ad, but that’s about it. You knew you’d rely on the salesperson to show you your options. If you want to buy a car today, you won’t go to the lot or talk to the salesperson; you’ll do your research online. By the time you get to the dealership (if you even go to a dealership), you’ll already know what you want, from brand to model to color to interior. You’ll also know the average market price, what you want to pay for it, how you want to finance it, and with what bank. In short, you’re armed with all the information you need.

This is happening in almost every industry. Consumers and businesses are having the sales pitch conversation by themselves and doing their own research; in DemandGen Report’s 2019 Content Preferences Survey Report, 73% of B2B buyers reported consuming between three and seven pieces of content before speaking with a salesperson.

That’s where content comes in. You need to provide your customers with the answers that make purchasing from you an easy decision.

Bring to the table: A convincing anecdote or example (you can use mine) that puts things into perspective. Stats that show how much of the sales process happens without sales can’t hurt either.

Step 2: Raise the stakes.

Content reaches your audience where and when they’re looking for you. They’ll either find you, or your competitor.

Content tells your story. For complex products and services that require consideration, such as cars or software, telling that story to pinpointed audiences at the right time and place is essential. When your audience needs intricate detail about what they are purchasing, the story content tells is the key to reaching them where they are in the purchase process.

While outbound tactics can sometimes fall on deaf eyes and ears if the audience is not receptive at that time and place, content backed by the right amplification strategy delivers your message to audiences when they’re most receptive and most likely to act on it — when they’re interested in solving a problem or taking advantage of an opportunity.

Bring to the table: Competitor content and case studies. According to HubSpot’s 2020 State of Marketing Report, 70% of marketers are actively investing in content marketing. If your audience isn’t reading your content, then they’re reading your competitors’. Show how your competitors are doing it and the value it’s brought them. Using content research platforms such as BuzzSumo can help you understand what trending topics your target audience is searching for and what content is performing well for your competitors.

Step 3: Mock it up.

Content marketing is a lasting strategy that builds value and trust. Demonstrate how.

Great content tells your audience that you understand them. It’s an ongoing conversation about their needs and how you can meet them. Content marketing isn’t speed-dating — it’s courting, to use the old dad term (because I am one). You’re creating the foundation for a great relationship.

Because content marketing is a robust, comprehensive strategy — not a magic bullet — it doesn’t work overnight; it needs to be done today, tomorrow, throughout the year, and beyond. That means it builds value over time and fosters trust among your audiences and affinity for your brand. It’s the solution to a common long-term goal shared between you and them.

Bring to the table: An example of what this could look like for your company. What’s your recommended scope, strategy, and timeline? What goals will it accomplish? The more specific you can be, the better. An agency partner can help you there.

Step 4: Introduce a plan of action.

Content marketing is measurable. Show how you’ll measure your efforts and prove performance.

Content is measurable. It’s easy to set key performance indicators, benchmarks, and objectives and to measure both engagement metrics (how many people come to your website and how often) and conversion metrics (form fills, calls, and emails that lead to people becoming customers). This means you’ll be able to clearly see how and why content is worth the investment.

Make the decision to invest easy by mapping out how you’ll track your success and when you’ll be able to prove it was all worth it. There are plenty of free or low-cost marketing reporting tools to help track your progress once you define your goals.

Bring to the table: Your objectives, benchmarks, and measurement plan.

Today’s customer is in charge more than ever. When you’re selling up content marketing, you’re really pitching an effective way to reach your company’s prospects and to ensure your brand’s viability in an ever-changing marketplace. Long-form content that tells a story is a product in itself that will bring your business lasting value. It’s a long-term strategy that’s always being tested and optimized. That’s why it works.

If you’re looking for an agency who can create great content and help you prove value to your company, contact us .

The Revival of QR Codes

Sat, 27 Mar 2021 12:57:40 GMT

Before the pandemic, when was the last time you used a QR code? Of course, they’ve been around for some time now (since 1994 actually), but they have been more of an afterthought until their sudden revival. You used to have to download a separate app to even be able to scan a QR code, which was more work than it was worth. Now, most smartphones have that functionality natively in their camera apps.

Up until recently, the most common form of QR codes had been used by airlines or social media. Take the United App for example, since 2011, you’ve been able to scan a QR code for your boarding pass instead of printing one. Since 2015, Snapchat has allowed you to share your personalized QR code with other people so they can quickly and easily add you as a friend. This functionality has been around for quite some time, which begs the question, why the sudden revival?

TOUCHLESS TECHNOLOGY

Since the rise in importance of touchless technology, you can find QR codes just about everywhere. On the tables at restaurants to pull up their menu, on the door of a doctor’s office to fill out paperwork, even outside of retail stores to encourage online shopping.

Businesses had to get creative amid the pandemic which resulted in the revival of an old piece of technology for new uses. Looking at the way QR codes are utilized now, it seems almost silly that we haven’t been using them the way China has for decades. QR codes have been benefitting many different businesses, but a few big ones come to mind when it comes down to who has been making the most out of them.

Restaurants:

By implementing QR codes, restaurants can easily save on the cost of printing menus and save on sanitation costs. They can also efficiently update their online menu instead of having to reprint new menus every time an item changes. According to Beaconstac , since the pandemic, 52% of restaurants in the U.S. have already switched to QR code menus. As an added bonus, they are able to provide a cashless payment option* which creates a more seamless experience for those dining-in and helps reduce direct contact.

Retailers:

QR codes can provide many different uses for retailers and help to improve customer experience. By providing a QR code that links to your website, you are promoting an easy way to scan and shop. Retailers can even use QR codes to provide discounts for customers, as well as cashless payments* for a quick checkout experience. It is also an easy way to promote buy online pick up in-store and curbside pickup options.

*Popular payment apps like PayPal and Venmo are introducing QR code, touch-free payment options.

Doctors Offices:

QR codes have been popping up everywhere, even in doctor’s offices. Recently, many doctor’s offices and clinics are starting to provide QR codes outside on their doors for patients to check-in to help keep the people in the waiting room to a minimum. They also provide patients a contactless option to fill out paperwork before their visit without having to lift a pen.

FAMILIARITY & SIMPLICITY

To answer the question of “why the sudden revival?”, well, it is a simple piece of technology that most people are able to recognize, but have chosen to ignore until they were forced to not ignore them any longer. Last year, the world got turned on its head, and every business needed to figure out new ways to safely and efficiently serve their customers without making things more difficult.

Universally, QR codes happened to be the answer. Other than the fact that they are easily recognizable, they are a quick and effective way to lead people to the information they are looking for with minimal hassle. They have the ability to link you to a digital asset such as images, videos, or a landing page. They can also be scanned from a physical copy or digitally, making the options endless for where you decide you want to place a QR code. The versatility and cost-effectiveness of QR codes are truly unmatched.

THE ABILITY TO DELIVER MORE UNIQUE EXPERIENCES

Technology, including the recent rollout of 5G networks, has come a long way since QR codes were first introduced, which has led to many unique uses for them. Many businesses are starting to get creative with how they choose to utilize QR codes.

For example:

Spotify created “Spotify Codes” to help users instantly share songs. Artists can even use these codes on their own campaigns to promote their music and increase engagement in a fun way. Spotify Codes provide a more interactive way for people to discover music both old and new.
Planet Fitness found a new use for QR Codes at their gyms. They started a program called “scan & learn” where each machine at their gyms has a QR Code that can be scanned in their app and leads you to a ‘how to’ video on how to use the equipment.
During the 2020 Video Music Awards (VMAs), Burger King ran a sweepstake that asked viewers to scan a QR Code to activate an AR experience. This experience led individuals to AR versions of the Burger King mascot and rapper Lil Yachty, urging viewers to download the BK app. The immersive experience also activated special coupon offers, entered the user in a drawing for a chance to win a year of free Whoppers, and tickets to the 2021 VMAs.

QR CODES ARE HERE FOR THE LONG HAUL

QR codes aren’t dead, they are actually far from it. As technology continues to evolve, businesses will find new and imaginative ways to take advantage of this tool. In this instance, you can teach an old piece of technology new tricks. With the rise of AR, the shift to virtual experiences, and the need for contactless alternatives, we are just seeing the beginning of the revival of these little black and white squares.

How to Create Effective Website Case Studies to Showcase Your Success

Thu, 25 Feb 2021 13:52:47 GMT

One of the best ways to land a new customer is to prove that you have what it takes to do the job they are looking for. To that end, it's no secret that many companies have a whole page of their website dedicated to case studies.

These deep dives into the benefits you've brought to your customers and the strategies you took to get there are a great way to show off what you can do. In this post, we'll show you how to make and use website case studies for maximum effect.

Benefits of Case Studies

Before we get into how to create a winning case study, let's take a look at some of the reasons why you'd want to create one in the first place. The benefits of case studies go beyond the obvious; these are versatile tools that will improve many facets of your marketing effort.

Marketing Copy — As mentioned in the intro, case studies usually get their own page on a website, but snippets from the case studies you create can find their way into almost any marketing materials you create. They provide an excellent way to showcase both your talent, and your experience in your field.
Social Proof — With as many options as there are available now, customers aren't going to take a chance on someone without some proof that they can live up to expectations. For quick hits, testimonials with a name attached that prospects can reach out to are great for providing this kind of proof. But case studies provide a deeper look, and more thorough picture, of why your company is the one for the job.
Content Marketing — Content marketing is great for getting more eyeballs on your site and bringing attention to the knowledge you have of your industry, but with the demand for content everyone's post can seem like a rehash of everyone else's. Every case study is just as unique as the job it was based on, making case studies a perfect addition to your content marketing strategy.
SEO — Content marketing is a great way to draw readers to your site and get them into your sales funnel, but it serves a strong SEO purpose as well. Every case study posted to your website will get indexed by major search engines, providing more opportunities for your site to show up in search engines. Better still, case studies tend to naturally contain a lot of keywords specific to your industry, so they'll rank will with little effort.

The Outline of a Case Study

Creating a good case study means giving the reader all of the important information they need to judge the work you did for your customer. You can read case studies from the competition to see the types of things that are usually included for your particular field of work. In general, a case study should include the items covered in the outline below.

Title — The title should tell readers whether this particular case study is relevant to their needs. To accomplish this, briefly include the problem and results in the title.
Introduce the Client — The customer you've created the study around is the subject of the story. Like any good story, the subject should be well-defined. Potential customers need to understand, and hopefully relate to, the client you'll be telling them about. Here is where you tell readers who the client is and what they do.
Explain Their Problems — The subject of the cast study came to you for a reason. What pain points were they experiencing? Which ones were they expecting you to solve? The more information you can provide, the easier it will be for readers to relate to the customer and evaluate your solutions.
Describe Your Solutions — Now is the time to talk about your business for a while. Explain to the reader what solutions you came up with to the problems you were tasked with solving. Again, going into as much detail as possible will help potential customers evaluate your skill set better.
Reveal The Results — Finally, show the reader how the solutions you came up with solved the problem. This section should include any relevant data and metrics that illustrate the success of the project.

How to Create Effective Website Case Studies to Showcase Your Success

Knowing the basics of what to include in a case study will get you off to a great start, but if you want the most effective story, you'll need to know a little bit more. Below are some tips you can use to craft a more compelling case study that converts more customers.

Match Buyer Personas — Your marketing department already knows the importance of buyer personas. The case studies you present are just like any other bit of marketing you may do; they will be most effective if you are targeting them to your most lucrative buyer personas. For case studies, this means selecting subject clients that closely align with one of your personas.
Follow Good Storytelling Principles — We've already referred to the case study as a story and the client as the subject of the story a few times now. This is for good reason. Case studies need a clear beginning, middle, and end, just like any good story does. If you follow the outline above, half the work to getting there is already done for you. Your case study should be informative, but don't get so caught up in making it informative that you forget to make it engaging.
Format for Easy Scanning — A large wall of text can be off-putting, and it can also make it harder for readers to quickly find the information they are looking for. When writing your case study, be sure to break up large paragraphs and use bullet points, images, and other formatting techniques that will make the document easier to scan.
Be Specific — The people reading your case studies don't want to guess about the results that you actually achieved, and if they don't know you, they aren't likely to trust your use of adjectives to tell them. Instead of being vague or using percentages that can mask actual results, give the reader raw numbers, so they can see exactly what you were able to accomplish for other customers like them.

Making the Most of a Case Study

Creating a good case study takes a fair amount of planning and work. After that work is completed, be sure to get the most benefit from it. To do that, you'll need to stretch the utility of that case study by using it as often as possible, and in as many different formats as possible. Below are some typical ways companies use case studies after they've been created.

Have a Dedicated Case Studies Page — Many of your competitors probably already have one of these. A dedicated page for all your case studies will help potential customers quickly do their due diligence on your company as they research their options. Because needless friction can lose you customers, you want to make this page easy to find and navigate to from your homepage.
Use Parts on Your Homepage — The fact that your case studies have their own page doesn't mean you can use information from them on your homepage. Important quotes from some of the studies, or even just prominent links to the ones with the most engaging titles will reduce friction in finding the case studies themselves and provide some immediate social proof to new site visitors.
Place Them Strategically on Landing Pages — Website case studies can be used on landing pages in the same way they'd be used on the homepage. However, they can also be more highly targeted on landing pages. Case studies that deal with the subject of the landing page can be more effective on that page that they are on the homepage.
Blog About Them — You case studies can already become a part of your content marketing strategy, as we've discussed. But they can be expanded to do double duty if you write a blog post detailing the case study. Blog posts can be much more succinct than the actual case study while still linking back to it so readers who want to take a deeper look have that option.
Create a Video From Them — Video should be a part of every business's content marketing strategy by now. It's a hugely popular medium and preferred by many people over reading. Creating a video from your case studies and posting it will expand your audience and stretch the utility of your work.

Conclusion

Figuring out exactly how a website case study fits in with the overall design of the rest of your site can be difficult. You want to make the most of the work you've put into creating it, but don't want to just throw information out there where it doesn't make sense, or it doesn't provide the best utility. This is where the expertise of a web design firm like PixelFish comes in. Our web design clients benefit from our extensive knowledge about how to craft a website that converts more visitors into customers. If you'd like to see how PixelFish can improve your company's website, contact us today and let's start the conversation.

rightnow1-26-21

When is it Time for Your Business to Get a New Website?

Your Website Works Overtime, so it Might be Time to Refresh

Question 1: How is Your Technology Performance?

Question 2: How is Your Search Performance?

Question 3: How is Your Website’s Lead Performance?

What’s Your Takeaway

Chat GPT and the Impact on SEO and Content Marketing?

Will This Technology Change Everything?

Game Changer for Marketers?

What’s so special about ChatGPT?

Friend or foe to marketers?

Possibilities of ChatGPT

Limitations of ChatGPT

Humans are irreplaceable

Retargeting Basics

The Ins and Outs of Retargeting.

Set Your Campaign Goals in Advance

Tracking Campaign Performance is Essential

Retargeting is Effective At All Points in the Customer Lifecycle

Find a Transparent Partner

Whats Up With Clicks & Sessions?

An important distinction needs to be made between clicks and sessions.

First Thing’s First: Clicks Aren’t the Same as Sessions

What Exactly is a Session?

What is a Click?

Why the Discrepancies Between Clicks and Sessions?

Other Reasons for Discrepancies

Conclusion

Top 5 Ways to Implement Video in B2B Marketing

Video has the potential to differentiate your brand from others in the B2B space by giving you a way to combine the power of both visuals and audio to communicate your message.

Time for a Multi Channel Strategy?

A Cross-Channel Tactic will Boost Campaign Performance

What is Multi-Channel Targeting

Benefits of a Multi-Channel Strategy

A Multi-Channel Strategy Boosts Campaign Performance

Use Multi-Channel Retargeting to Re-Engage Your Audience

The Power of a Multi-Channel Strategy

Introduce a Multi-Channel Strategy

Can OTT Be Useful for B2B Marketers?

Exploring the Rise of OTT and it's Importance to B2B Marketers

Can OTT Be Useful for B2B Marketers?

The Future For OTT B2B Marketing Is Bright

Should B2B Marketing Include Podcasting?

Is Podcasting A Good Idea For B2B Marketing?

Let’s get into some reasons why your company may want to start a podcast.

Ins & Outs of B2B Marketing

If you haven’t already got a B2B digital marketing strategy, chances are you’re missing out.

What Is B2B Marketing?

B2B vs B2C

Marketing to businesses

The Marketing Funnel: B2B Vs B2C

Marketing Funnel Stages

B2B Buyer Journey

B2B Traditional Marketing

This is where digital marketing comes in. B2B Digital Marketing

We’ll look at them all more in-depth, as well as the best practices to follow for each.

A huge part of on-page SEO is intrinsically linked to content marketing. So we’ll move onto that next.

B2B Content can have a Personality

B2B Marketing with a Human Connection

Content Marketing in 2021

Attention spans in 2021 are shot

3 Signs Your Technology Company Needs a Digital Marketing Agency

How Video Fits Into Your Digital Marketing Ecosystem

Search Engine Optimization

Social Media

Target Marketing

Where Does Video Fit In Your Digital Marketing Ecosystem?

How to Convince Your Company Why Content Marketing Is Important

Step 1: Set the scene.

Step 2: Raise the stakes.

Step 3: Mock it up.

Step 4: Introduce a plan of action.

The Revival of QR Codes

How to Create Effective Website Case Studies to Showcase Your Success

Benefits of Case Studies

The Outline of a Case Study

How to Create Effective Website Case Studies to Showcase Your Success

Making the Most of a Case Study

Conclusion

Exploring the Rise of OTT and it's Importance to
B2B Marketers