The BL[OZ]
Is HubSpot’s Content Hub the MVP of Your Content Marketing Team?
By
Mayrav Galor
, 05/05/2024
Constantly creating high-value content is a neverending story — there’s always a new chapter to write. Having created a piece of content, it needs to be repurposed into different media for different marketing channels
A content marketer’s job is never done
Constantly creating high-value content is a neverending story — there’s always a new chapter to write. Having created a piece of content, it needs to be repurposed into different media for different marketing channels. It also needs to be managed – the performance of every piece of content needs to be tracked, to see how it’s performing, draw informed conclusions, and new content created that delivers even better results.The quest for great content
The new hero in the marketer’s quest to create and manage memorable content is Content Hub. It’s the all-in-one AI-powered content marketing software in HubSpot that will help you devise and deliver content to fuel the entire customer journey. As a content specialist, you may already be cringing. Are you about to be made obsolete? Absolutely not! While Content Hub is an exceptionally powerful platform, it’s there to empower you. It requires savvy marketers to make it work to its full capabilities – which ultimately will make your life a lot simpler and help you focus on being creative. Before you roll your eyes, we highly recommend you give it a test run. Trust us, you’ll be pleasantly surprised.What can Content Hub do for you?
In a nutshell, it can help you gear up your marketing strategy and put it into action. You can run and monitor every aspect of your marketing campaigns — creating everything from blog posts, emails, social posts, and more. Let’s dive in and take a look at the key feat- AI blog post generator- based on your description of what your blog is about and keywords, it creates a list of editable titles, together with monthly search volume (MSV), difficulty to rank, and keyword intents. Once you’ve selected the title you want, it provides a blog post outline. You have complete flexibility to add paragraph headings, remove those you don’t want, and add talking points. From there, it generates an entire blog ready for you to edit. Here’s when you put your mark on the copy, ensuring it’s on message and speaks your brand’s language. HubSpot is way ahead of you, providing a tool that allows you to define your brand voice using past writing samples. Once you’ve edited the blog to your satisfaction, you can preview it before publishing it. But wait, you need an image!
- AI image generator- simply describe the image you want (e.g. a steaming cup of hot coffee sitting on an office desk with a pair of spectacles beside it), decide on a style, and hit generate. Now, you can crop and edit your royalty-free image in the correct ratio for your blog posts, landing pages, marketing emails, and social posts.
- Blog post narration- with this handy feature, you can easily create audio from your blog content, customizing the tone and human voice before adding it to your blog or using it for different channels.
- AI language translation- translate your blog into multiple languages with a click. Voilà! Votre traduction est prête.
Drum roll, please! Killer feature coming up
Probably the most exciting tool in the Content Hub toolbox is Content Remix, which allows you to repurpose your content for multiple channels and formats in just a few clicks. Blink and it’s done. Here too, your sharp eye, copywriting chops, and editing muscles will come into play as you tweak the content until it’s just right.But that’s not all…
Much like the shopping channel, there really is more! You can also create podcasts, smart content, landing pages and forms, CTAs, chatbots, and live chat. With HubSpot’s App Marketplace, you can create video content, engaging web experiences, and compelling design assets.What happens the day after you unleash your content to the world?
You can easily track the performance of every piece of content you create, so you can leverage what’s working and drop what’s not.MVP or VIP?
That brings us back to our original question: Is HubSpot's Content Hub the most valuable player of your content marketing team? Our experience shows that it can be a very important player greasing your content wheels —with you in the driver’s seat to define the strategy and goals, refine the messaging, customize it to your brand, and add those crucial finishing touches. It’s a valuable addition to the HubSpot platform that can simplify and streamline both the creation and management of your company’s content. Ready to give it a try? Ask our HubSpot expert for a demo.Unlock SEO Automated Success: Top 7 SEO Strategies You Can Automate with Make (Integromat)
By
Orly Gilad
, 07/03/2024
Are you overwhelmed by the relentless pace of digital marketing and the constant need for SEO optimization? Imagine if you could put some of those tasks on autopilot. That's where Make (formerly Integromat) comes into play, offering a way to supercharge your SEO strategies with automation. Let's delve into seven automation strategies that can not only save you precious time but also improve your website's standing in search engine results.
1. Competitor Analysis Automation
Imagine having a secret window into your competitors' strategies, giving you the upper hand. By automating the tracking of their blog updates, keyword usage, and SEO maneuvers, you're essentially doing just that. It's like playing a strategic game where you're always one move ahead, nimbly navigating through the ever-changing landscape of digital competition. For Example: Automatically tracking a competitor’s blog updates and keyword changes.How-to:
- Set Up Triggers: Use RSS feeds or webhooks to monitor competitor blogs or websites.
- Extract Key Data: Use Make scenarios to automatically extract new content details such as titles, keywords, and descriptions.
- Analyze Changes: Use SEO tools like SEMrush or Ahrefs to analyze any new keywords or strategies they're employing.
- Send Reports: Configure Make to send periodic reports with this data to your email or Slack.
2. Streamlined Local SEO Management
Streamlining your local SEO tasks, like keeping Google My Business listings up to date and monitoring reviews, can make a big difference in how you rank locally. Automation takes the heavy lifting out of the equation, making sure your local presence is both accurate and compelling without constant manual oversight. For Example: Updating and monitoring Google My Business listings for multiple locations.How-to:
- Connect to Local SEO Tools: Integrate with tools like Moz Local or Yext.
- Automate Updates: Set up processes to automatically update listings with new hours, photos, or responses to reviews.
- Monitor Reviews: Get alerts for new reviews to respond quickly.
- Reporting: Generate regular reports on listing performance and local search rankings.
3. Image Optimization on Auto-Pilot
Automating the optimization of images on your website can significantly boost page performance. Faster loading times not only enhance the user experience—a key SEO factor—but also free up your time to focus on other aspects of your website. For example: Automatically optimizing images uploaded to your CMS. What can I do?- Monitor New Uploads: Set up a trigger for when new images are uploaded to your CMS.
- Connect to an Image Optimization Tool: Use services like TinyPNG or Kraken.io within Make.
- Optimize and Replace: Automatically optimize the images and replace the originals with the optimized versions on your site.
4. Efficient Content Research - Capitalize on Trending Topics
Automating your content research can keep you ahead of the curve. By pulling in trending topics from social media and news outlets, you can craft content that truly speaks to your audience and attracts more visitors, all while saving time on manual research. For Example: Gathering trending topics from social media and news feeds. What can I do?- Set Up Social Media Triggers: Monitor keywords and hashtags on platforms like Twitter or Reddit.
- Integrate with News Aggregators: Use tools like Feedly to pull in trending topics.
- Collect and Analyze Data: Aggregate this data for analysis to identify popular subjects.
- Generate Content Ideas: Use this data to inform your content creation strategy.
5. Automated SERP Analysis - Monitor Your Keyword Success
Automated SERP analysis allows you to monitor your keyword rankings effortlessly. This ongoing oversight offers crucial insights, enabling you to tweak and enhance your SEO strategies for better results, without the need for constant manual checks. For Example - Monitoring search engine result pages for selected keywords.What can I do?
- Use SEO Tools: Integrate with tools like Moz or Ahrefs.
- Set Keyword Triggers: Monitor specific keywords and get updates on their SERP rankings.
- Analyze Data: Collect data on rankings, featured snippets, and other SERP features.
- Adjust Your Strategy: Use these insights to refine your SEO strategy.
6. Proactive Broken Link Management - Maintain a Healthy Website
By automatically detecting and fixing broken links, you're ensuring your website remains navigable and SEO-friendly. This kind of proactive management keeps your site in top shape, enhancing both the user experience, and your SEO profile with minimal effort on your part. For Example: Regularly scanning your website for broken links.What can I do?
- Schedule Regular Scans: Use tools like Screaming Frog or Broken Link Checker.
- Integrate with Your Website: Connect these tools to your CMS.
- Automate Notifications: Set up alerts for when broken links are found.
- Quick Repair: Use these alerts to promptly fix or replace broken links.
7. Social Media Engagement Tracking - Understand Your Audience Better
Automatically tracking your social media engagement gives you a clearer picture of what resonates with your audience. This insight allows you to adjust your content and SEO strategies to better align with audience preferences, streamlining your efforts for more effective engagement. Example: Analyzing engagement on your social media posts.How-to:
- Connect to Social Platforms: Integrate with platforms like Facebook, Twitter, LinkedIn.
- Gather Engagement Data: Collect likes, shares, comments, and other engagement metrics.
- Analyze Trends: Use this data to understand what content resonates with your audience.
- Report and Refine: Generate reports for your team to review and refine your social media strategy.
Will AI Replace Designers or Serve as Their Creative Allies?
By
Yoav Sondak
, 21/02/2024
Will AI replace designers, or will it become their indispensable assistant? Can anyone become a designer with AI's help? Discover Yoav's insights after extensive experimentation with AI tools, and learn what AI itself has to say about the matter
- Automated image editing features — analyzes images to intelligently suggest enhancements and automatically makes adjustments such as color neutralizers and detail enhancers. This speeds up the editing process and is a valuable resource if you’re looking for inspiration or need to make quick refinements.
- Content-aware fill and object removal tools — by understanding the content of the image, it enables you to easily remove unwanted objects or fill in gaps within a scene. This allows greater flexibility and streamlines the editing workflow.
- Accelerates the ideation and iteration phases — lets you explore diverse concepts efficiently.
- Intelligent recommendations — makes suggestions for shapes, layouts, and color schemes based on the context of their project. This makes the conceptualization phase faster and may even help you overcome a creative block.
- Organization and management of design assets — automated tagging and content categorization make asset management easier and help you quickly navigate vast libraries of resources. It’s able to analyze vast datasets and identify patterns that we might miss.
- Rapid prototyping — enables quick experimentation with lots of variations.
Traditional graphic tools have also made huge strides
In recent years, existing software and applications we’ve been using for years have incorporated a variety of tools that shorten processes and streamline design work. Because designers can give online feedback, the tools' capabilities keep getting better. During image processing, design tools can complete missing details, increase resolution, carry out color corrections, and produce more controlled and accurate results. There are also lots of options for image manipulations and variations. These advances have meant that the time between planning and the finished product is much shorter, and have saved me and many others from a tiring technical struggle with traditional design tools. However, AI has added new superpowers which can create impressive artwork at warp speed.If AI can do all that, why do we need humans?
While AI provides a broad range of design options and there is a wealth of tools to choose from, the act of selection and focus during the design process has become more challenging. The need to differentiate the customer’s brand, memorably present their messages, and tell their unique story means that every designer needs a clear understanding of what they want to create using the tools. Formulating the design prompt and selecting results, when every result seems to be ‘beautiful and impressive’, means that designers need to carefully examine what is ‘right and appropriate’ — and ask themselves what will yield the desired results. It’s the same question that we’ve been asking for years when approaching a design task, long before AI tools entered our lives.The human touch
“While AI excels at generating designs based on existing patterns, it lacks the intrinsic understanding of cultural nuances, emotional subtleties, and context that human designers bring to the table,” responds ChatGPT, adding that design is not only about aesthetics but also about storytelling, conveying emotions, and understanding the audience – elements that are deeply embedded in human experience. It goes on to point out that the human mind possesses the ability to empathize, interpret abstract concepts, and infuse designs with cultural relevance. Designers are adept at translating complex ideas into visual narratives that resonate with people on a profound level. “The intangible aspects of creativity, intuition, and emotional intelligence are quintessentially human and crucial to the design process,” it notes.Don’t fire your designers!
Bearing these unique human attributes in mind, ChatGPT’s conclusion is almost inevitable: While AI image generators are valuable tools, amplifying designers’ creative capacities and streamlining workflows, they are best seen as collaborators rather than replacements. The future of design lies in a harmonious collaboration between human designers and AI, where each contributes its strengths. While AI enhances the design process by offering efficiency and inspiration, according to ChatGPT, “the unique qualities of human creativity, ingenuity, and understanding will continue to be an indispensable force in the world of design.” As with any AI application, there are ethical considerations. Designers must “be mindful of potential biases in AI algorithms and exercise discretion in their application. Striking a balance between automation and human intuition remains crucial to preserving the authenticity and creative vision of the designer.” ChatGPT predicts that “As technology continues to advance, the symbiotic relationship between AI and design is poised to reshape the industry, unlocking new realms of creative possibilities.” On a personal level, I use AI design tools daily to carry out various tasks and to fuel my creative process. I also find that ChatGPT is useful in helping to formulate prompts and finding the right wording for the industry or application. The more accurate the prompt, the better the results. However, personal experience has shown AI can’t replace the invaluable interactions between our design team and our clients. We’re able to dig deep into their story and translate that into unique and powerful visuals that communicate their brand promise. It’s the ‘secret sauce’ that makes the difference. In short, AI will become our creative allies, but they’re not going to replace us any time soon.Why HubSpot and ABM go together like hummus and pita?
By
Liron Ramot
, 22/01/2024
Discover the powerful synergy between HubSpot's Inbound Marketing and Account-Based Marketing (ABM) in our blog. Inbound sets the foundation for a robust ABM approach, attracting a broader range of prospects. Learn how HubSpot's ABM tools facilitate quick strategy setup, collaboration, attraction of high-value accounts, and effective tracking.
Inbound Marketing
Attracts customers by creating valuable content and experiences tailored to them. It’s about building meaningful relationships with consumers, prospects, and customers.Account-Based Marketing
A B2B strategy in which marketing and sales work together to create personalized buying experiences for a select set of high value companies.Inbound lays the foundation for a strong ABM strategy
According to HubSpot, inbound marketing helps you attract contacts associated with your target accounts. ABM accelerates the flywheel (the cyclical marketing funnel comprising attract, engage, and delight) so you can win and delight your target accounts by providing a standout customer experience. By using inbound, you’re able to carry out highly-targeted allocation of the most relevant resources to your high-value accounts. As a B2B marketer, by using this combined approach you can attract a broader group of prospects than you would if you were only using one method.Double up and deliver value
Your carefully crafted content has a two-for-one value. You can create and use content that serves both your ABM and inbound strategy. As an example, once you’ve created a personalized case study for a target account, you can also share on your website.Leverage account-based marketing tools
HubSpot’s ABM tool makes it easy to implement ABM and inbound strategies in a complementary way. Its CRM platform connects all of your sales and marketing data and allows enables customer-centric automation and personalization. It makes it easy to use data to segment and target your accounts and marketing automation to nurture your buyers or buying committee and hand over your leads to sales. 1. Set up ABM strategy quickly and smoothly- Use workflow templates to define your ideal customer profiles and identify good-fit target accounts
- Set up default properties to tag accounts and buying roles
- Leverage AI-powered recommendations of target accounts
- Use shared tools that unite your teams around the same data in the same place
- Use the Target Accounts feature to obtain a bird’s eye view of progress across all target accounts
- Use Slack to support high-value target accounts, post KPIs, and share notes
- Personalize content and tailor how you engage with stakeholders within an account
- Use account-level targeting in LinkedIn Ads integration to target companies by account status or tier
- Deepen your relationships over time & build connections with stakeholders within each account
- Use the account overview feature to understand what’s happening at an account level
- Employ out-of-the-box ABM reporting dashboards to get a higher-level view
- Obtain a higher level view using company scoring to identify the highest value accounts and prioritize reachout
Spice up your SEO strategy with HubSpot
By
Liron Ramot
, 12/12/2023
Optimizing your website for search engines is crucial. Explore how HubSpot’s SEO Marketing Software simplifies the process. From SEO recommendations to content strategy creation and seamless integration, HubSpot streamlines your SEO efforts. Leverage its tools to define target audiences, research topics, and organize keywords.
How is your website ranked?
Google’s algorithm changes daily, but as a general rule of thumb, it ranks your website on three main factors: on-page SEO, off-page SEO, and technical SEO.- On-page SEO — covers three key areas:
- High-quality content (the heart of on-page SEO)
- HTML (source code including page titles, headers, meta descriptions, image alt-text, and more),
- and site architecture elements (such as page URLs, internal linking, and more).
- Off-page SEO — social sharing, external linking, and more.
- Technical SEO — structured data, site, speed and mobile readiness.
Don’t procrastinate, automate!
Why waste time, money and manual work when HubSpot SEO Marketing Software does it all for you? It can help you plan your SEO strategy, optimize your content, and measure ROI in three key steps:- Get SEO recommendations to optimize your site- Obtain recommendations ranked in order of priority which show which optimizations will have the biggest impact
- Create an optimized content strategy to build search authority- Obtain topic suggestions based on relevance, competition, and popularity and create high quality content around your core topics
- Integrate your SEO software with HubSpot’s content management tools- Obtain search keyword data, choose canonical URLs, get estimates on which topics will yield organic traffic gains, and track key topics on your dashboard
Get topical!
As the SEO project leader, you need to decide on each page’s target audience, goal, topic, and target keywords and phrases. HubSpot’s SEO tools make it easy to research and organize topics and subtopic keywords based on your company’s areas of expertise, which serve as the foundation for all the content you create for your website. Creating relevant and up-to-date content helps your website get indexed more accurately by search engines such as Google, which analyze keyword phrases in your content, title, meta description, hyperlinks, and more.Key tips to getting started with SEO
- Crawl your website, conduct an SEO audit, and define your site architecture.
- Establish a value proposition for every page and review and edit your content accordingly
- Target your audience for that specific page (if it differs according to market segment, application, or product category)
- Update your URLs, page titles, and meta descriptions.
- Making sure that your keyword/s are included in your URL and are used throughout the page
- Incorporate and optimize relevant visual content
- Add internal and external links
Why use HubSpot for SEO?
If haven’t yet made our case for why HubSpot takes the pain out of SEO and adds the gain, here are a few more good reasons to check it out: You don’t need to be an SEO expert, because its built-in SEO tools are built with marketers in mind. There’s no need to know coding either. HubSpot handles the technicalities, so you can focus on content. Here too, HubSpot has a variety of content planning tools built into the platform. It makes it really easy to connect your marketing assets so you can track the buyer’s journey — from awareness to qualified lead to happy customer.Driving results using Technical SEO Strategy | Case study
By
Orly Gilad
, 04/10/2023
In this in-depth case study, we delve into a real-world SEO project that serves as a testament to the remarkable impact a meticulously planned technical optimization strategy can have on a website's performance.
When the new client, an impressive player in the B2B Medical industry, first approached us, we were fully aware that this was a challenge requiring our utmost dedication. In the following case study, we'll walk you through the five pivotal steps we took to completely revamp their online presence, enhancing both page health and authority in the process - bringing an increase of 25% in traffic in just a few months.
Dive into our latest in-depth SEO case study and learn how Page Health and Authority Optimization can drive real-world results. See the transformative power of a meticulously planned technical SEO strategy.Client Background
Our client, a prominent B2B business, from the medical industry, approached us with a pressing concern: their website's underperformance. The objectives were clear - bolster online visibility, boost organic traffic, and, ultimately, amplify revenue streams. The website presented several challenges, including a distressingly low Page Health score of 48 and a less-than-optimal Page Authority of 17. The Analytics showed a high bounce rate and a low average time on the page.
The mission was unequivocal: transform these pivotal metrics to drive higher organic traffic and conversions by improving its metrics.
Challenges Faced
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Low Page Health (Score 48): The website grappled with technical and on-page SEO issues that urgently required rectification.
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Limited Page Authority (Score 17): The website's trustworthiness and credibility fell short, impeding its ascent in search engine rankings.
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Stagnant Organic Traffic: Organic traffic had plateaued, failing to meet conversion rate expectations.
Strategy and Approach
1. Comprehensive Technical Audit
The first crucial step was an exhaustive technical audit.
This audit unearthed a multitude of issues, including a sluggish page load speed, poor mobile-friendliness, and crawlability impediments.
We also identified and rectified:
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Broken links, which were harming user experience.
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Duplicate content issues that led to search engine confusion.
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Inadequate URL structures that hindered proper indexing.
Furthermore, addressing page speed was of paramount importance. Google's Core Web Vitals update places significant emphasis on page speed, and our efforts in this regard had a profound impact on website health.
2. In-Depth Keyword Research
Simultaneously, we embarked on an extensive keyword research expedition. Our goal was to identify high-impact keywords that resonated with both the client's objectives and current industry trends. This laid the foundation for a robust keyword strategy, ensuring that the content aligned perfectly with the target audience's intent.
3. On-Page Optimization
Optimizing existing content and crafting new, keyword-rich content was the next step. This involved:
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Enhancing meta tags, crafting compelling headings, and optimizing image alt attributes to enhance visibility.
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Leveraging schema markup to provide search engines with structured data, enhancing search results' richness.
4. Technical SEO Enhancements
Technical SEO enhancements played a pivotal role in improving website health:
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We submitted updated sitemaps to search engines for expedited indexing.
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Canonicalization issues were addressed to prevent duplicate content penalties.
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An improved website navigation system and internal linking structure provided users with an enhanced experience.
5. Content Marketing and Link Building
The final piece of the puzzle was content marketing and link building:
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Improving internal linkage between relevant content pieces within the website, which also improved time on site.
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We created high-quality, shareable content to attract backlinks, thereby elevating Page Authority.
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Employing ethical link-building strategies solidified the website's authority and trustworthiness.
Results Achieved
1. Page Health Transformation
Within a matter of months, our strategies propelled the Page Health score from 48 to an astounding 95. The resolution of technical issues, especially the optimization of page load speed, resulted in vastly improved overall website performance.
2. Page Authority Ascension
Page Authority, a key indicator of trustworthiness, surged from 17 to a highly commendable 29. The remarkable improvement was primarily attributed to the augmented backlink profile garnered through our content marketing and link-building endeavors.
3. Explosive Organic Traffic Growth
One of the most remarkable outcomes of our SEO campaign was the monumental 20% increase in organic traffic within just three months. Our meticulous efforts in addressing page speed and optimizing for Core Web Vitals played a substantial role in this growth.
4. Enhanced User Experience
By addressing technical issues and optimizing on-page elements, the website now delivers a seamless and engaging user experience. This has led to lower bounce rates and extended user sessions, cementing the site's position in search engine rankings.
Conclusion
This case study serves as a compelling testament to the power of a meticulously crafted SEO plan and precise technical optimization. The transformation of Page Health from 48 to an impressive 95 and Page Authority from 17 to 29 vividly illustrates the tangible benefits of strategic SEO efforts.
By systematically addressing technical issues, optimizing on-page elements, and implementing effective content marketing and link-building strategies, we achieved remarkable results. The client's online visibility, organic traffic, and conversion rates experienced substantial growth. This case study underscores the pivotal role of SEO in enhancing website performance and achieving substantial business growth.
In conclusion, for businesses aspiring to thrive in the digital sphere, investing in SEO is not just a choice; it's an imperative step toward realizing online success.
If you're seeking more detailed information on how optimizing page speed and eliminating duplicate content can enhance your website's health and drive remarkable traffic growth, visit us to read more: https://ozglobalb2b.com/SEO/
Ready to take your website's SEO to the next level? Book a meeting to schedule your consultation and unlock the full potential of your online presence.
What is Business to Employee (B2E) and how can it impact your company?
By
Guy Toledano
, 01/10/2023
Business-to-Employee, or B2E, refers to the strategies and technologies that companies use to support and engage their employees. B2E covers everything from attracting, recruiting, training, and onboarding employees, to providing self-service solutions and individualized access to essential tools or software.
Maytronics - OZ Global B2B
Account Based Marketing (ABM) Vs. Lead Generation
By
Guy Toledano
, 17/08/2023
Are you struggling to decide between account-based marketing (ABM) and Lead Generation for your business? In this blog, we explore the key differences between the two strategies and how they can be used together to achieve optimal results. From understanding the benefits of demand generation to utilizing ABM for "land and expand" tactics. This guide provides valuable insights for marketers looking to boost their ROI. Additionally, the blog discusses how to effectively target the two main types of LinkedIn users to generate leads and increase engagement.
Will AI be the end of SEO?
By
Orly Gilad
, 14/06/2023
As ChatGPT gains momentum, concerns are growing regarding its impact on everything from coding to SEO. It depends on who you ask, but the current consensus is that AI is not likely to kill Search Engine Optimization. In fact, it may actually prove quite useful in enhancing and optimizing SEO efforts. AI-powered technologies can provide insights, automate tasks, and improve the efficiency of SEO strategies.
As ChatGPT gains momentum, concerns are growing regarding its impact on everything from coding to SEO.
It depends on who you ask, but the current consensus is that AI will not likely kill Search Engine Optimization. It may actually prove quite useful in enhancing and optimizing SEO efforts. AI-powered technologies can provide insights, automate tasks, and improve the efficiency of SEO strategies. If it’s repetitive and time-consuming, AI has got you covered Why spend time on keyword research, competitor analysis, and content optimization, when you can be focusing on strategic planning and higher-level tasks? Here are three key ways AI can help:- Data Analysis AI can process and analyze large amounts of data quickly and accurately, which can help identify patterns, trends, and opportunities for SEO optimization. This can include analyzing search data, website analytics, and user behavior data to inform SEO strategies and tactics.
- Content OptimizationAI-powered content generation tools can assist in creating high-volume and optimized content. These tools can provide insights on keyword usage, content structure, readability, and relevance to improve the overall quality of content for SEO purposes.
- PersonalizationAI can analyze user data and behavior to deliver personalized search results and content recommendations. This can help improve user engagement and satisfaction, which can indirectly impact SEO rankings.
AI is your assistant, not your replacement
AI can’t replace human expertise in SEO. SEO professionals will still play a crucial role in interpreting and implementing the insights provided by AI, as well as adapting SEO strategies to changing algorithms, user behaviors, and business goals. AI tools can be powerful to support and enhance SEO efforts, but human creativity and strategic thinking will remain crucial in the SEO landscape.How can you utilize ChatGPT for SEO purposes?
Here are its suggestions:- Content Generation: Use ChatGPT to generate ideas for quick content for your website, blog, or social media posts. You can input keywords, topic ideas, or specific questions related to your SEO strategy, and ChatGPT can generate content that aligns with your SEO goals.
- Keyword Research: Utilize ChatGPT to brainstorm and generate keyword ideas for your SEO campaigns. You can input seed keywords or topic ideas, and ChatGPT can generate a list of related keywords that can help you identify opportunities for content creation and optimization.
- Meta Tags Optimization: Use ChatGPT to generate optimized meta tags, including title tags and meta descriptions, that are relevant to your target keywords and audience. ChatGPT can provide suggestions and variations for meta tags that can improve your website's click-through rates (CTRs) and search engine visibility.
- SEO Content Optimization: Input your existing content into ChatGPT to get suggestions on how to optimize it for SEO. ChatGPT can provide recommendations on improving content structure, keyword placement, and readability to make your content more search-engine-friendly.
- On-Page SEO: Use ChatGPT to get suggestions on optimizing various on-page SEO elements, such as headings, image alt tags, and URL structure. ChatGPT can provide insights on how to improve these elements for better search engine visibility and user experience.
- SEO Strategy assistance: Utilize ChatGPT to brainstorm and generate ideas for your overall SEO strategy, including content topics, and social media integration. ChatGPT can provide wide suggestions and insights that can inform your SEO planning and execution.
- SEO Troubleshooting: Input specific SEO challenges or issues into ChatGPT to get insights and suggestions on how to resolve them. ChatGPT can provide troubleshooting tips and recommendations to overcome common SEO obstacles.
Watch Google's update on Search Generative Experience:
HubSpot – Marketing, ROI, and everything in between
Speaker: Dor Rotschild
Hebrew Webinar - marketing managers and sales managers who want to know what really happens in the connection between the marketing and sales processes in your company, and how the connection contributes to ROI and results.
How to Meet & Influence Your Door Openers
Speakers: Nirit Elyovich and Rivi Kesten
The Door Openers strategy will bring you directly to the key people who will open the door for your company.
Don’t say you didn’t see it coming
In October 2020, Google announced that it would discontinue Universal Analytics and shift to Google Analytics 4 (GA4). But don’t worry, we’ve got you covered with our step-by-step guide on how to switch from Universal Analytics to GA4, discuss the differences between these two versions of GA, and highlight some of the benefits of GA4.The clock is ticking
From July 2023, the free version of GA will no longer gather data. That means if you want to continue using Google Analytics, you must switch to GA4. Take note, you will be able to access your previously processed data in your Universal Analytics property for at least six months. However, you won’t be able to view your Universal Analytics reports or interact with your analytics data via the API. This change will affect all website owners who rely on their Google Analytics account as their main data source for audience demographics, behavior, and areas of interest.What’s the difference between Google Analytics and GA4?
If you want to know how your users are interacting with your website or app, you need effective event tracking which allows you to track specific user interactions – such as button clicks, video plays, and form submissions. In the past, you needed to set it up manually, adding code snippets to your website or app to track specific events, which was challenging to manage. The good news is that G4 has already set it up for you and you can configure event tracking without coding. While the focus used to be on calculating site sessions and monitoring audiences, it’s now moved to what audiences are actually doing on your site. GA4 offers parameters, enhanced measurement, and in-platform event creation (replacing action, category, and label). When setting up the data stream, you can turn on enhanced measurement to automatically collect page views, downloads, outbound clicks, video engagement, and scrolls. Conditions and parameters (which provide context on the user or user actions) cover events that don’t fall under enhanced measurement. Take note that you can mark events as conversions which eliminate the need for goal setup.There are four types of events covered in GA4:
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Automatically collected events
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Enhanced measurement events
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Recommended events
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New G44 features
- Link to Google Merchant Center, Google Optimize, and BigQuery natively and for free
- Create custom reports in GA4 and add those reports right to your navigation
- Custom dashboards combining two tools in one —taking the data from UA and Data Studio
Gee, four sounds great!
Switching to GA4 allows you to take advantage of all the new advanced features and get the most out of your data. There isn’t much time left to make the move, so if you haven’t already started, it’s time to make the switch now. Ready to make the switch? Our SEO team will walk you through it.Consumerize the Customer Journey
By
Nirit Elyovich
, 25/01/2022
Early in my career, a wise woman said customers pay my salary, not owners. It's vital for marketers to consider future customers' needs.
The new B2B customer is a digital native
Our childhood determines our future behaviors as adults, the people we become, and the decision-makers we grow up to be. It is also true of the technological environment in which we were raised. The millennials, also known as Generation Y, were born after 1980. They are now in their 30’s. Generation Z, as you can see in the table, is still young, but we will soon see them influencing our businesses. Since technology is changing very quickly, a sub-generation was born between the Millennials and Generation Z. Zillennials were born between ‘93-‘98 and were influenced by more advanced technology than the Millennials. For their entire lives, digital natives have been surrounded by technology, social media, mobile devices, computers, and the internet. They speak this digital language as their mother tongue. They did not learn this language in their 20’s, 30’s, or later. They do not have an accent, so to speak. This impressive figure tells the whole story: More and more millennials and gen zers are entering the B2B decision journey, some as technological or professional influencers and others as decision-makers. It is important to note that among the people involved in decision-making, you usually meet several generations. A few months ago, we at Oz Global B2B did a project for the American agricultural market. The intergenerational integration in the decision-making process that arose there was very prominent.-
- A family business where the younger generation initiates a decision, and the founding generation approves it. Sometimes the founder initiates the decision but immediately passes it on to the younger generation to check online what the options are.
- A senior manager at a big business closes a deal, but the people in the field - professionals or salespeople - do not “speak” the same language. This will greatly affect the next purchase.
The Millennials and Gen Zers highly influence who will enter the decision funnel
About 50% of all product searches on the web are conducted by digital natives. The customer journey is long, complex, and involves many stakeholders. By the time the customer recognizes that he has a problem, we are, in most cases, not there. Identification is an internal stage from which someone is appointed to start researching information to find options for a solution. 50% of those who conduct the research and seek alternatives regarding a product or service, may not take an "official" part in decision-making but are the ones who put the relevant suppliers in the decision-making funnel. They are the ones who build the long list. They are the ones who decide whether or not you will be included in the “consideration group,” which is of critical importance.Two tips to gain the trust of digital natives:
1. Be authentic!
The generation that grew up on social networks, fake news, and unfounded marketing does not believe in marketing messages and does not believe in unproven statements. They have developed a hypersensitivity to online messages - they suffer from a blatant lack of trust in what is being said online. They continue to consume information online, but with a very large firewall. The bright side of it is that digital natives recognize authenticity when they see it..So what does authentic marketing look like?
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- Get your executives to use social media Customers want to know the people behind the executives or the company representatives that they are in contact with.Make sure your site reveals who you are beyond your formal title. What topics do you choose to share? Who are your friends, what groups do you belong to, and to whom do you respond to?LinkedIn is not everything. Feel free to diversify to other social networks - Facebook, Instagram, Twitter, and even Tik Tok.
- Share user-generated content from real people Show real things, with real customers behind them. If you trust your product, let it tell your story.
- Go live on social media platforms Talk without filters. To digital natives this sounds obvious, to digital immigrants, it is less trivial. At first, the digital immigrants posted posts after editing them numerous times. Then they agreed to post an edited video. The transition to live video is scarier, but this is exactly the meaning of authenticity.
- Promote employee advocacy Empower your employees to share smart, quality content with their own social networks. On average, employee networks have 10x more connections than a company has followers. Plus, according to the Edelman Trust Barometer, people are 3x more likely to trust company information shared by an employee than that shared by a CEO.
2. Consumerize!
This word does not exist in the dictionary yet but already stars in the literature that follows trends in the B2B world. As Mona Akmal, Falkon CEO and Cofounder, once said, “As work and life flexibly intertwine, so must our approach to reaching our target users.” Gone are the days when the customer was a business person between 9-17 and a consumer on evenings and weekends. Studies show that the business customer is very much influenced by his consumer experience and expects to have a similar experience in business purchases. The customer experience touches on all stages of the journey - collecting information, placing an order, contacting the company up to paying.- More than 80% of B2B customers stated that they will look for a new supplier if their expectations in terms of customer service and user experience are not fulfilled.
- According to McKinsey & Co, B2B brands score below 50% on customer experience index ratings on average, compared to 65 to 85% for typical B2C brands.
- Gartner illustrates that 77% of B2B buyers report that their last purchase was very difficult or complex.
To sum up…
- The digital natives are digital animals. They were born into it, and it is their playground. It requires us to be present and comfortable in the digital space. Allow them to find us easily and learn about us in a convenient way that interests them. Allow them to easily consult, purchase and pay online.
- Life in the digital arena has taught them to be suspicious, not to believe everything they are told. They have developed the skills and expertise to recognize fake news when they see it. This requires us to be authentic in interactions with them, without filters and edits.
- Remember, before they are decision-makers, customers, or partners, they are first and foremost human beings. Their personal lives have seeped into their business life and it is very difficult for them to separate the two. So, we have no choice but to "consumerize" the way we treat them.
How to Get Started with B2B Videos
By
Liane Shalev
, 26/09/2019
When’s the last time you watched a video? Today? Yesterday?
Key takeaways from HUG Haifa #2, “All About Video”
When’s the last time you watched a video? Today? Yesterday? That puts you in good company. Humans love video. 1/3 of all time online is spent watching videos. In fact, 500 million people watch a video on Facebook every day. And here’s another mindboggling stat for you: Adding a video to your website can improve the chance of a front-page Google result by 53%. That’s right. It doubles your chances of getting onto the first page of Google. Yes, video is big. Yes, it needs to be an important part of your B2B marketing strategy. And no, it’s not nearly as hard as you think to get started with video. From tactic to strategy Video has changed a lot in the past six years, points out Maria Trubicina, Senior Customer Success Manager at HubSpot. In 2013, videos were mostly passively watched on desktop or YouTube, hard to create and made by a few; in 2019, videos are actively watched on mobile or social, easy to create, and made by many. This calls for a change – moving from video as a tactic (made by a creative team, highly produced, expensive, one to many, an awareness play, unmeasurable), to a strategy (made by all teams, low production, cheap, actionable, BOFU and measurable.) Listen up! To create relevant, actionable and engaging videos you need to get all your teams involved. That means talking to sales, quality control, production, legal, and even accounts. Every department will have a unique perspective about your product or service that you may not have even thought of. One video does not fit all. Each video needs to be tailored to the specific target market and goal. Make it simple. And keep it real. What kind of videos should you be creating? You’ll need to develop targeted videos for every stage of the flywheel and for every purpose – attract, engage and delight – and modify them to meet the needs of the specific channel (YouTube, social media, website).- Attract videos expand reach and build trust and credibility with your audience.
- Engage videos convert your visitors into leads and ultimately close them as customers.
- Delight videos encourage customers to embrace your brand and become brand evangelists.
- Increase brand awareness and attract customers to your site
- Help your prospects consider your solution to solve their problem
- Help your leads decide to do business with you
- You’re not the hero of the story. This isn’t about you. It’s about your customer (the hero) who has a crisis. He meets a guide (your company). And thanks to your product or service, he survives or thrives.
- The laws of human psychology apply to your target customer as well. Behind every rational purchasing decision is an emotion. Identify it and speak to it. Help your prospective customers out of confusion and into clarity. And remember to tell them what they need to hear (as opposed to what you want to say.)
- A one-size-fits-all video. We’ve already said it, but we’ll say it again. Your customers want to hear different things from you at different stages. What are the touchpoints? Where are customers going to come into contact with your video and how are you planning to get your video out there?
- Play rate — the percentage of people who played your video divided by the number of impressions)
- Clickthrough rate — the number of times your call to action is clicked divided by the number of times its viewed
- Conversion rate — the number of times your visitors completed your desired action divided by the number of clicks on your call to action
- Make your videos an interactive experience. Use smart CTAs and embedded forms.
- Increase SEO effectiveness. Finetune your meta info to make it easy for search engines to find you.
- Monitor performance. Keep track of your video views, clickthroughs and conversions, so you can optimize them accordingly.
- Build relationships. Record one-to-one videos directly from the CRM and send directly from email.
- Provide better customer service. Use videos to improve the service experience and provide helpful tips or troubleshooting advice.
HUG Haifa – SALES & MARKETING ALIGNMENT
By
Jonathan Cohen
, 08/08/2019
The HUG Haifa debut was a triumph. We gained insights from HubSpot's Stephen Fuery and BERMAD's Ofir Marx, which will advance our Marketing and Sales projects.
- 87% Of the terms sales & marketing use to describe each other are negative
- 20% - The amount of revenue increase companies with strong sales & marketing are able to achieve.
- I don’t know if the sales team is working my leads
- I don’t know the ROI of my marketing campaigns
- I’m getting too many leads and can’t prioritize them
- I don’t know what to do with these Marketing leads.
Service Level Agreement (SLA)
This is a commitment between Marketing & Sales to deliver on specific goals. How do you create an SLA? Glad you asked ?. Use Historical data to understand your goals, putting into consideration the common goals between the two teams. Ask yourself these questions as a roadmap to creating an SLA that serves both the marketing and sales teams:- How many MQL’s is Marketing creating?
- Are Sales working MQL’s?
- At what rate are MQL’s converting to Customers?
- What % of deals are attributed to Marketing?
Decide on future SLA’s and build reports to measure them, presenting SMART (Specific, Measurable, Actionable, Relevant, Timely) goals.
Let’s compare: Goal 1: I want more website visitors, leads and sales. But this is too general, what about? Goal 2: I need 20,000 visitors, 500 leads, 12 customers within 12 months in order to achieve our revenue goal of $600,000 from Inbound. Goal 2 is a SMART goal. It will give you a complete picture of what you want to achieve.Agree on Fit
This is a measurement of how well you could serve a lead if they were to become a customer.Segmentation:
Let’s divide segmentation into two parts:- Lifecycle stage: a way of categorizing where any given contact or company is within your marketing and sales flywheel.
- Lead Scoring: Lead scoring is a methodology used by sales and marketing to determine the worthiness of leads or potential customers by attaching values to them based on performance.
- Publishing professional blogs, case studies, and white papers
- Sending out nurturing emails to leads
- Posting on social media
- Using marketing automation to convert a lead to SQL
- Increase involvement in LinkedIn discussion groups
- Target campaigns in specific locations
- Blog in other languages
- Introduce Account Based Marketing activities.
Can Inbound Marketing Really Impact on Your Bottom Line?
By
Orit Oz
, 08/03/2019
Bermad, a kibbutz-based company manufacturing water control valves, built itself into a successful global concern from the ground up.
The conversation has changed: From top down to two-way communication
“Today, we can communicate directly with customers,” says Marx. “In the past, our way of communicating with customers was top down. HQ communicated to its subsidiaries, who communicated to the dealers, who in turn, communicated to the end users. We never got direct feedback, and even if we did, it had passed through three to four different hands and got filtered along the way. That’s changed. Now by publishing blogs, case studies, and white papers, sending out emails, and posting to social media, we have the ability to deliver messages directly to the end user and get feedback.“Generating leads, assessing quality
Leads are collected on landing pages with targeted calls to action (CTAs). By asking qualifying questions, Bermad is able to assess the quality of the leads received. The results show that 35% are sales qualified leads (SQL), 30% are marketing qualified leads (MQL), and the balance are service requests, spare parts or vendors looking to sell the company something. In short: More than 60% leads are relevant enquiries.Key goals versus results
At the beginning of the process, Bermad set some goals:- Increase site traffic to 20,000 Moved from 12,000 to 20,000 website visitors per month in less than 2 years
- Generate 500 leads per month Approximately 200 leads per month now and it’s rising
- Added Revenue of $1,000,000 per year Reached $700,000 in 2017; anticipate higher in 2018
Are we getting it right?
The ability to speak directly to the marketplace and understand what they are interested in and what questions they ask, enables the company to understand whether they need to do anything differently.What’s next?
Marx believes that the awareness and exposure that is being gained is very important, and it’s only the beginning. There’s still much to be done, from increased involvement in Linked In discussion groups to targeted campaigns in specific locations, as well as blogging in other languages such as Spanish and Portuguese.Leveraging the power of marketing automation
The company is just beginning to benefit from the powerful marketing tools available on HubSpot including lead scoring and nurturing. Having tripled the amount of contacts, there is a wealth of potential customers to cultivate, taking them from the awareness and consideration stages through to making the decision to purchase.It takes time, effort and investment
Today, all Bermad’s divisions are involved, with 4-5 people at HQ contributing to content creation as well as support from professionals at the company’s various subsidiaries. Blogs are published on a monthly basis for all four segments (waterworks, irrigation, fire protection and building & construction), supported by email blasts, newsletters and ongoing social media posts. Campaigns are run to support product launches, exhibitions and special events. All marketing activities are integrated into Bermad’s CRM system, allowing the sales team to see a 360° view of potential customers and enabling them to close more deals. “Today, nobody asks why we are doing it,” notes Marx. “We’re just beginning to see the benefits.”Getting creative in B2B marketing
By
Miri Peled
, 15/05/2017
Yes, branding is vital to success. But what about lead generation, which is also crucial to business and requires creative methods to bring in qualified leads?
What’s all the fuss about Inbound marketing?
By
Orit Oz
, 15/05/2017
We’ve all heard the term Inbound marketing thrown around a lot lately. It’s become the latest catchphrase in a field that’s already packed with catchphrases.
What is Inbound marketing?
Inbound marketing is the process of attracting potential customers and getting them to reach out to you. This is different to more traditional marketing (also known as push marketing or outbound marketing) where you actively reach out to potential customers through methods such as cold-calling, printed magazines, and traditional advertising. But how do you attract potential customers and get them to trust you before you’ve even pitched them your product? The answer lies in content —the foundation of the Inbound methodology. By creating carefully curated content, you’ll establish yourself as a trusted source of knowledge and attract the ideal visitors to your site, convert them into leads and then customers, and keep them engaged so they go on to promote your brand. “By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive.” - HubspotInbound marketing in a nutshell
Inbound marketing is filled with complexities, but the following four steps (based on the Hubspot Inbound methodology) summarize the main Inbound stages:- Attract. Before you do anything, you need to fully research and understand who your ideal customers or buyer personas are. Once you have identified them, you can get them to come to you.
- Find creative ways to “convert” these potential customers into leads by offering them something valuable in return.
- Turn your leads into customers.
- Continue to engage with your customers so they become promoters of your brand.
Inbound marketing in B2B
At this stage, you may be wondering whether Inbound marketing works in the world of B2B. The answer is a big loud “Yes!” In fact, Inbound marketing creates a win-win situation for you where you can get closer to your direct customers and distributors, and also increase brand awareness amongst end users to enhance end-user demand for your brand (even if you they are not buying directly from you). Read how Elcam used digital marketing to increase brand awareness>>Combining Inbound and offline marketing
We’d like to emphasize that Inbound marketing does not replace the need for interpersonal interaction with your customers – especially in B2B industries where the customer model tends to be more complex and is often based on long-term relationships. The goal is to find the right communication mix for your specific B2B business needs, market and customers. By promoting your brand through a digital dialog and an inter-personal dialog, you can achieve a more effective and efficient sales and marketing process for better business results. For example, you can combine a compelling digital campaign to encourage potential customers to visit you at a trade show, and then meet them at the event to continue a direct dialogue with them. Look out for our next blog post on the need for face-to-face communication with your customers and creative ways to combine digital and interpersonal communication (coming soon).Inbound marketing – here to stay?
Another big loud “Yes!” It’s quite simple - as more and more potential buyers turn to the Internet for answers to their challenges, they look to buy from suppliers who instill trust by answering their questions and offering solutions to their problems. This means that in order to stay relevant in the marketplace, you have to be present where your potential buyers are looking for answers - online. And that’s why everyone is fussing over Inbound marketing.The importance of branding in launching new products
By
Orit Oz
, 15/05/2017
Prior to the recent release of Mazor X, Oz Branding worked with Mazor Robotics to create a compelling brand promise for the new product — Align with Experience.
The changing role of CMOs in B2B marketing
By
Miri Peled
, 15/05/2017
Customer empowerment has led to a changing CMO role as CMOs become the customer voice within their organizations. But what does this role actually involve?
The customer leads the way
With digital disruption and an ongoing increase in Internet and social media usage, consumers now have almost all the information they need at their fingertips. In fact, research shows that the majority of customers engage in online research and brand comparison before they commit to a specific product or service — even (and often especially) in the world of business to business (B2B) — and continue to use online platforms at multiple points across their buyer journey. This has far reaching effects on the marketplace, and businesses are being forced to adapt their marketing strategy accordingly. Instead of interruptive marketing fighting for a customer's attention and money, twenty-first century businesses need to focus on both offline and online marketing to attract potential customers, increase sales and maintain an ongoing relationship with their customers.Expanding the CMO’s Role
These changes to customer behavior, as well as the ability of companies to reach a more diverse and global customer base, have led to an expansion or even a complete redefinition of the CMO’s role, in both B2C and B2B marketing. As advocators for customers — or the “voice of the customer” —CMOs will need to lead changes across companies. This involves playing a more active role in areas such as global branding strategy and public profile, product development, leading the move from a product-centric to a customer-centric model, content planning and generation, digital media, and more.Using online marketing to generate a buzz (or a moo)
By
Miri Peled
, 15/05/2017
When Afimilk was preparing to launch its new AfiLab, the company turned to Oz Branding for assistance in creating a combined online and offline campaign.
Afimilk case study: all you need is lab
When Afimilk — a pioneer and global leader of management technology for dairy farming — was preparing to launch its In-line Milk Lab internationally, the company turned to Oz for assistance in creating a combined online and offline campaign for the launch.- Online – including digital ads in a variety of professional magazines, a social network campaign that was launched 6 weeks before the expo, the creation of a specific AfiLab mini-site, blog posts on the subject, a newsletter, a PR, and more.
- Offline – including brochures, a booth at the trade show, giveaways, printed ads, and more.
The Online Approach to Event Marketing
By
Miri Peled
, 14/05/2017
This post will explain how to effectively integrate the two to achieve your company's greater marketing goals when it comes to marketing a conference
1. The More Targeted the Event, the Better
At an industry conference, you want your booth and company to really stand out among the others. The larger the conference and broader the topic, the more challenging it will be for your product to grab the attention of potential customers. One of our customers, Elcam Medical, for instance, started to see fantastic results after attending more targeted events. After undergoing a branding process which sought to position the company as experts in ensuring safety in the hospital environment, they understood that they were marketing not only to their supplier, but also to their end user -- ICU nurses. You can read more about Elcam's success in integrating online and offline marketing strategies here>> As a result, instead of attending the usual larger medical conferences and trade shows, they began to attend more targeted professional conferences of nurses, albeit with a smaller booth. Since the subject was so targeted, Elcam Medical was often able to generate awareness of their product by speaking on the lecture panel at the conference.2. Be Really Clear About Your Inbound Goals
Make sure everyone in your marketing department is working together towards the same goals. Your inbound marketing activity before, during, and after events can support your greater marketing strategy of lead generation by:- Increasing both direct and indirect traffic to your company website
- Increasing the number of email or blog subscribers
- Educating potential customers about your specific product or service
- Increase the number of requests for a product demo
3. Identify your Call-to-Action (CTA)
A call-to-action, or CTA, is an action which you want potential customers to take. This is the method by which you achieve your goal, which you've properly defined in #2. Your CTA could be to convince potential customers to register for the event, download your ebook or white paper, sign up for your webinar, take a survey, or just visit your latest product or service page. By convincing potential customers to take this action, you are driving them further along the sales cycle. Other parts of your company can benefit from trade shows as well, so it is important to sit down and brainstorm with management in different departments to get their input. One of our clients, Afimilk, decided that in order to promote their new product, the AfiAct II at the World Dairy Expo, they would run a lottery during the event to give away the product to one lucky registrant for free. We integrated a CTA into all of their marketing materials for this event, adding it to the Afimilk website homepage, and creating landing page dedicated to registrations specifically for the event.4. Create a Dedicated Landing Page to Promote your Event
The best landing pages promote events before and after the event. How? Before the event, they help to schedule appointments with your sales and marketing team, explain exactly what your company will be doing at the event, and promote a particular product or service. After the event, they publish reactions and insights from the event as well as the speaker's presentations on the landing page. Another purpose of your dedicated landing page before the event can be to get specific info from potential customers in order for your sales team to qualify them. But in an environment where you are competing with many other companies for the attention of the same people, you'll need to stand out from the crowd. Why would they want to give you information about themselves? You'll have to offer them something in return. Think really hard about what your potential customer's pain point is and how you can help them – for free, in exchange for their contact information. Here's an example from one of our customers, Plastopil, where we inspired customers to register to an event by offering them a free iPad mini:5. Promote Your Event via Email Marketing
Invite your contacts to the event with an email beforehand, sending them to your dedicated landing page in order to register for the event or schedule appointments, educating them about your services and products, or offering them a free ebook or white paper to show them you understand (and have a solution to) their main pain point. You may want to send an email promoting the event several times beforehand – perhaps a month, two weeks, and then the week of the event. Follow up afterwards with either a thank you or a newsletter that recalls the event. If you blogged about the event, include those posts in the newsletter as well.6. Combining Online and Offline for Maximum Results
A major goal in B2B conferences is to build new business relationships and strengthen old ones, both of which are key in lead generation. This offline approach should not be underestimated. However, you can use inbound marketing to gain the attention of new potential business partners, educate them about your products and services, and have that first meeting be as effective as possible.Should I Still Speak to My Customers Face-to-Face?
By
Miri Peled
, 14/05/2017
Are you struggling to find the right marketing mix? Get some tips on creating an offline marketing strategy that is complemented by your online strategy
Integrating online and offline marketing
With all of this focus on online marketing, we tend to think that we should invest all of our energy in our online presence. But it’s not that simple as customers don’t only spend their time online. While online marketing is crucial to growth and success, you need to also engage your customers using offline methods – especially in B2B industries where long-term relationships with customers are crucial to success. A good way to understand this is to compare it to the use of social media in our personal lives. Most of us frequently share personal information about ourselves, our families, our hobbies, and more, on social media platforms. Despite the fact that these platforms seem to “replace” direct relationships, that’s not usually the case, and most of us still make a lot of effort to meet with our families and friends on a regular basis to nurture our inter-personal relationships. If we apply this example to business, we can build well-balanced marketing strategies by combining the use of social platforms to share knowledge with potential customers and build their trust, with inter-personal, offline interactions.Not mutually exclusive
Using both online and offline marketing doesn’t mean that you need to create separate strategies for each. Instead, you need to create the right marketing mix for your company and field where your offline marketing strategy is actually complemented by your online strategy, and vice versa. Here are some examples:1. Trade shows
Trade shows may be traditionally associated with “offline” marketing, but you can leverage your investment in them by using a digital strategy to promote your company’s presence at the event. This can be done through digital ads, social media campaigns, landing pages, calls-to-action, and even webinars or videos talking about the upcoming event and where to find you. These promotions can be used to both promote your business in general, and to set up meetings or collect quality leads.At the event, you’ll be able to meet these potential customers (and other) face-to-face and most importantly, to follow up after the event based on what they told you about their specific needs. Again, the follow-up communication can be done through both direct communication and digital communication such as newsletters.
Read here about the online approach to event marketing>>
2. Samples to customer
Offer potential buyers and distributors that leave their contact details via digital platforms free samples of your products (where relevant) or promotions. In this manner, you can collect quality leads from customers, communicate with them directly to get them to try your products, and continue to engage with them through online campaigns. You can also use geo-driven campaigns to attract potential buyers and then refer them to local points-of-sale.
3. Digital campaigns and demos
Use digital campaigns and landing pages to encourage potential buyers to leave their information and then call them to set up a live demo of your product. You can continue to nurture the relationship with these potential buyers after the demo through a combination of offline and online marketing techniques.
4. Join social media groups
Join and contribute to social media groups in your field, use them to increase your brand awareness, and look out for offline networking initiated by these groups, including impromptu meet-ups and offline conversations. You can also initiate such offline events in order to meet potential leads face-to-face.