The BL[OZ]
Rules, Regulations & Medical Brands How your medical brand can stand out within the regulatory framework
By
Nirit Elyovich, MBA
, 15/08/2024
Balancing marketing ambition with regulatory compliance is no easy task for medical brands. Our latest blog explores how early collaboration between marketing and regulatory teams can transform these challenges into opportunities, ensuring your brand stands out while staying compliant. Discover the smart strategies to help your brand shine within the regulatory framework.
When the journey takes an unexpected turn
During branding strategy kick-off meetings, we take a deep dive into your product, technology, and service. We’re looking for a fresh perspective, a promise not yet made, a story yet to be told. At this point, we get excited as we hear about groundbreaking technologies, solutions, and life-enhancing, life-prolonging products. Our jaws drop. With this WOW feeling, we continue the learning process in which we talk to customers, analyze the competition, and create a multi-participant meeting within the company to fine-tune its significant and differentiated strengths and generate outstanding benefits for its customers. As the process continues, we begin to understand the regulatory limitations. Suddenly, “Cinderella”, your extraordinary technology is being held back by regulatory limitations and is covered with “soot”.![](https://ozglobalb2b.com/wp-content/uploads/2024/08/OZ_Blog_Strategy-Branding-for-Healthcare_Blogimages_2024_v6_3.jpg)
Understanding limitations and optimizing capabilities
During the process, we’ve heard “It’s a given” or “It's powerful, but I can't confirm it" more times than we can count. Responses like these made us understand there must be a better way. That’s how our new module was born. It’s placed right at the beginning of the branding strategy process, which sets the stage for an open and guided dialogue between marketing and regulatory early on.![](https://ozglobalb2b.com/wp-content/uploads/2024/08/OZ_Blog_Strategy-Branding-for-Healthcare_Blogimages_2024_v6.gif)
Challenging the norms
This dialogue is about helping the marketing team to understand the limitations in depth, and for the regulatory team to delve into the marketing team’s needs. It’s an authentic dialogue that creates a space to carry out activities that weren’t possible before. Understanding the precise needs opens up new perspectives and enables solutions within the boundaries of regulations. We understand the importance of compliance, but our experience shows that there are many degrees of freedom that are not being tested.It’s not about overstepping the bounds of the approved claims, but we also don’t want to take a step backward in the name of conservatism.
Sometimes it's a matter of overall wording, sometimes it's just changing one word. It's the little things that make a big difference. Stopping to ask questions often gives you a competitive advantage. Sometimes, there won’t be any flexibility in the claims you make, but at least you’ll know that you’ve turned over every stone.Structured and managed conflicts are an opportunity
Remember, whoever sits at the decision-making table wants the company to succeed and do the best they can. Inherently, conflict is not a negative; it can also be an opportunity. Don't let emotions run the process. As we often say, “Don’t be right, be smart!” As with every relationship where there’s an inherent conflict, there’s great value in professional guidance to create the conditions for a productive dialogue. To meet this need, we’ve created a special collaboration between OZ Global B2B and Leap, led by Moran Faibish, who has extensive experience in leading marketing in global medical companies. Moran has hands-on experience in bridging the gap between marketing and regulations to create deep and unique brand promises — promises that aren’t possible without providing an informed and professional framework that enables constructive communication.Play smart
The more we play smart within the regulatory limits to make the most of your claims, the more we can create a differentiated value proposition that more accurately reflects your breakthrough technology. This is how your brand will shine. We’ll be there every step of the way to guide the process, refine the messaging, and make sure your “WOW” comes through loud and clear. If you’ve nodded your head while reading this, it’s time for us to talk.![](https://ozglobalb2b.com/wp-content/uploads/2024/08/nirit-295x300.png)
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From Fruit Stand to Frontlines: The Unexpected Journey of the Watermelon Emoji
By
Rivi Kesten Buk
, 25/07/2024
Navigating digital symbolism can be intricate, but the case of the watermelon emoji adds a unique layer of complexity. It’s a prime example of how symbols can shape online narratives and influence global perceptions. This post uncovers the strategic use of the emoji and offers actionable ways to support pro-Israeli voices in the digital arena.
But first, a disclaimer: My name is Rivi, and I'm a proud Zionist (I believe in the Jews' right to self-determine in their ancestral homeland).
In recent years, while immersed in the online world of Hasbara, I’ve witnessed firsthand the challenges of representing Israel's narrative in a vast digital landscape. With Jews comprising just 0.2% of the global population, our voice can easily be drowned out in the maelstrom of social media.
This blog post examines a fascinating case study in digital activism: how a simple fruit emoji became a battleground for narrative control. We'll explore the marketing strategies at play and their implications for Israel's online presence. While we analyze these tactics objectively, our goal is to empower pro-Israeli voices in this ever-evolving digital dialogue.
At the end of this blog, you'll find actionable recommendations on supporting content creators who are amplifying Israel's perspective in the online world.
The Roots of a Symbol
As we approach National Watermelon Day on August 3rd, let's slice into a juicy marketing tale that's more complex than meets the eye. It's the story of how a simple fruit emoji became a powerful symbol in one of the world's most enduring conflicts. The roots of this story begin back in the 1960s, when the watermelon, with its colors reminiscent of the Palestinian flag, became a covert symbol of Palestinian identity. Palestinian activists used the watermelon imagery in graffiti and posters, primarily because in 1967, Israel passed a law prohibiting the raising or display of Palestinian flags (which had been canceled, during the Oslo Accords in the 1990s). The watermelon became a symbol of political resistance, and if we fast-forward to today's digital age, this symbol has found new life as an emoji, skillfully wielded by pro-Palestinian activists in their online narratives.
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A Clever Marketing Strategy
But here's where it gets interesting from a marketing perspective: the use of the watermelon emoji isn't just a random choice. It's a clever strategy that serves multiple purposes:- Bypassing Algorithms: By using an innocuous fruit emoji, activists can often fly under the radar of content moderation systems. It's a digital sleight of hand that marketers call "Algospeak."
- Viral Potential: Emojis are the universal language of the internet. They're easy to use, easy to share, and can convey complex emotions and ideas in a single character. It's virality in its purest form.
- Continuity of Message: By adapting a historical symbol to modern digital platforms, the pro-Palestinian movement maintains a consistent narrative across generations. It's brand continuity at its finest.
The Israeli Perspective
Yet every story has another side. In Israel, where watermelons are a staple of hot summers and where the country produces a whopping 140,000 tons annually, this digital co-opting hasn't gone unnoticed. Enter the counter-narrative: Pro-Israeli social media users have begun their own campaign to reclaim the watermelon emoji. It's not about fruit anymore; it's about identity, representation, and the power of symbols in the digital age. Some Israeli users have started adding emojis of the Israeli flag, watermelon, and yellow ribbon (for the hostages) to their usernames, while others are creating actual content around watermelons: recipe videos, which are inherently popular on social media, featuring watermelons with the Israeli flag proudly displayed in the background. Other users (typically younger ones) are simply riding existing trends, adding watermelon eating to dances, trendy sounds, and more. Some have gone as far as creating simple online games centered around watermelons, while pro-Israeli creators are directly addressing the appropriation of the watermelon as a Palestinian symbol, calling it an unfounded act.![OZ_Blog_Watermelon_marketing insights](https://ozglobalb2b.com/wp-content/uploads/2024/07/OZ_Blog_Watermelon_2024_v43.jpg)
Marketing Insights from the Emoji Wars This digital tug-of-war offers fascinating insights for marketers:
- The Power of Symbols: Who knew a fruit could carry so much meaning? It reminds us that in the right context, even the simplest symbols can convey complex messages.
- The Importance of Proactive Strategies: The pro-Israeli response underscores the need for brands to be vigilant about their symbols and ready to reclaim them if necessary.
- Authenticity Matters: The most effective responses are those rooted in genuine cultural connections. Israel's agricultural tie to watermelons provides an authentic base for their counter-narrative.
- David vs. Goliath in the Digital Age: The pro-Palestinian digital presence significantly outnumbers the pro-Israeli one. It's a reminder that in the world of digital marketing, it's not always about who's loudest, yet sometimes it is.
![OZ_Blog_Watermelon_beyond emojis](https://ozglobalb2b.com/wp-content/uploads/2024/07/OZ_Blog_Watermelon_2024_v44.jpg)
Beyond Emojis: The Real-World Impact
While we engage in digital discourse, let's not forget the real-world stakes. Our brave soldiers are fighting daily to protect our nation and bring our hostages home. This online 'battle' is more than just emojis and trends; it's our way of supporting Israel's narrative on the global stage. As we participate in these digital efforts, we stand united with those on the front lines, showcasing the resilience and spirit of the Israeli people. Every post, every share, is a small act of solidarity that contributes to our national strength and resolve. In this digital age, we all have a role to play in supporting our country and its values.![OZ_Blog_Watermelon_the power of digital symbols](https://ozglobalb2b.com/wp-content/uploads/2024/07/OZ_Blog_Watermelon_2024_v45.jpg)
Conclusion: The Power of Digital Symbols
This National Watermelon Day, as we enjoy this summer fruit, let's also appreciate the complex world of digital symbolism it represents. It's a world where marketers, activists, and everyday users are constantly innovating, adapting, and yes, sometimes battling, in the ever-evolving landscape of online communication. After all, in the grand fruit bowl of digital marketing, the watermelon has proven it's not just a seasonal favorite – it's a year-round player in the game of global narratives. Join the Digital Movement Want to show some love to Israeli content creators this Watermelon Day? Here are a few ways you can contribute: 1. Follow prominent Pro-Israeli content creators: Adiel - TikTok Instagram Montana Tucker – Instagram TikTok Baby Ariel - TikTok Instagram Michael Rapaport – Instagram Tiktok Daniel Ryan Spaulding - Instagram TikTok Mia - TikTok Instagram Stop antisemitism – TikTok 2. Like and share posts featuring the "Hebrew Watermelon": instagram instagram tiktok tiktoK tiktok tiktok tiktok tiktok tiktok 3. Feeling creative? Use this trending TikTok sound to make your own Watermelon Day video: Tiktok Remember, this upcoming Watermelon Day might see increased pro-Palestinian activity on social media. For those of us who are pro-Israel and want to contribute, the methods mentioned above are a great way to start. Every like, share, and post counts in this digital age of narrative shaping. Let's make our voices heard while remembering the real battles being fought and the importance of standing united for Israel.Stars are born. Winning B2B brands are built over time.
By
Nirit Elyovich, MBA
, 07/07/2024
Brand building is always complex, but B2B brands bring a whole level of complexity that simply doesn’t exist in the B2C world. It's a golden opportunity to create a one-of-a-kind standout brand promise that will make a difference in the world.
Building a new brand or giving an existing brand a facelift, is a golden opportunity to create a one-of-a-kind standout brand promise that will make a difference in the world. Building a significant brand is complex, but B2B brands bring a whole level of complexity that simply doesn’t exist in the B2C world. Decision-making processes are lengthy, decision-makers come and go, and increasingly, the decision-makers are Gen Y and Gen Z. The road to the end user is paved with importers, distributors, and dealers. The orientation of most of the people you are working with is engineering or sales. Your brand needs to make its way into everyone's hearts on the long and winding road ahead. From time to time, I still hear that "in the business world, people make rational decisions." In my experience, people are people even when they sit in the decision-making chair. Their considerations are professional, business, and personal and the brand needs to touch all these points.
A meaningful brand must be relevant, differentiated, and inspired
1. Be relevant
Before you begin, define your audience. Unlike launching a product line that appeals to distinct customers, a B2B brand speaks to a wide range of audiences – existing and potential customers, employees and candidates, investors, suppliers, opinion leaders, and influencers.
However, you operate in a very specific world, so finetune the audience that interests you and create circles of influence. Who is in the first circle and who is in the more distant circles? The brand needs to speak directly and accurately to members of the first circle and still be relevant to other circles.
To be relevant, you need to know your audience, what their challenges are, and where you can help them deal with their challenges well. To motivate people, we must touch their “operating” buttons, speak their language, and solve the problems that bother them. We want to sell them what they want to buy and not what we want to sell — even if it's the same thing.
2. Build a differentiated value proposition
To build a differentiated value proposition, start with A, B, and C: Assets, Benefits, and Core Values. Assets – What are your biggest assets? What strengths are you most proud of? Make a list of the things you're best at – unique patented technology, people with unique knowledge, exceptional support and service, and more. Make sure that every strength that makes up your list is grounded in reality, and not an aspiration for something you'd like to have. From the list, extract the three most significant strengths. As much as possible, select those that differentiate you from the competition. Benefits –Step into your customers' shoes and think about what they get out of your strengths. This is where you ensure that you provide professional benefits that help them upgrade their professional field; business benefits that contribute to their business performance; and no less important, personal benefits. Ultimately, everything is personal simply — because people want to make sure that choosing you promotes their reputation within the organization. Core Values – Brand values are always important, but even more so in the B2B world. People are an integral part of your value proposition – whoever defines the specifications with the customer, develops, sells, installs or integrates, provides service and support – all these and more bring the brand to life. They must follow a uniform set of values to ensure that they deliver the benefits to the customer and subsequently deliver on the brand promise. If the company was founded recently, the values may be naturally infused into the brand. If the company is alive and kicking, the values are usually passed down over the years. Make sure the values reflect the company's DNA.
There's nothing new under the sun You may find that your competitors have an asset, benefit, or value that appears to be similar to yours. However, the combination of assets, benefits, and values must be unique to your company. That's why starting with unique assets and formulating benefits that address your clients' deep and diverse needs is important.
The more you get to know your clients, the more likely you will produce differentiated benefits. This is another opportunity for differentiation: your founders, owners, and significant employees are the unique spirit that makes your company what it is.
3. Bring inspiration to life with a promise
To make sure your brand inspires you and everyone you meet, go back to your vision. The thing that fascinated you when you started your business or that attracted you to join the company. The reason you get up in the morning and go to work. The North Star lights the way for you, even on days when visibility is poor. Your vision is an ambitious statement that describes what your organization ultimately wants to be. Spoiler alert: you're not supposed to get it, you’re supposed to aspire to reach it. As Aviv Geffen put it, " The moon is so high up there that we can't touch it, and there are some who are still trying.” Your vision is there to lift you high above your daily activities and inspire you.
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Building or refreshing a brand is a strategic task
Don’t cut corners. Enjoy the journey as much as the destination. Get as many people involved in the process as possible to make everyone feel a part of it. This is how to make them the best ambassadors for your brand.
Formulating a brand strategy is an extremely important and complex process, but it’s only the beginning. From now on, the entire organization has to fulfill it, to bring the brand into the lives of those who experience it exactly as you intended. In the B2B world, your brand will touch a lot of people for many years to come. Make sure that everyone has the same experience, irrespective of the language they speak.
A brand is a promise. A strong brand is a promise that is fulfilled every day in every encounter between the brand and the world.
Why the Digital Marketing as a Service Model is Driving B2B Business Growth
By
Liron Ramot
, 17/06/2024
Digital marketing is essential for B2B companies to reach their target audience, generate leads, and stay competitive. Many lack the resources to handle it in-house, making outsourced digital marketing a valuable solution.
Digital Marketing as a Service (DMaaS) is a model that works
As an on-demand model, DMaaS allows your company to access a wide range of digital marketing expertise, tools, and resources without hiring and maintaining an in-house marketing team. While digital marketing toolboxes, tactics, and strategies differ according to client needs, they frequently comprise smart content, webinars, outreach and Account-Based Marketing (ABM), Search Engine Optimization (SEO), sponsored campaigns, and marketing automation to reach target audiences and drive traffic or conversions.4 great reasons why DMaaS makes sense for your B2B business
- Access top-tier talent without the overhead costs associated with traditional hires Budget constraints and HR challenges may be standing in the way of hiring an in-house digital marketing manager. DMaaS offers a cost-effective solution, allowing your company to alleviate the burden of recruitment, training, and retention, freeing up your resources to focus on your core business operations.
- Effectively navigate the complex digital landscape Tap into the expertise of seasoned professionals who possess a comprehensive understanding of digital marketing strategies, tactics, and execution skills that can help you achieve your marketing objectives.
- Adapt to changing market conditions Your business has to constantly adapt to market needs and business growth. DMaaS has built-in flexibility, allowing your business to scale up or down, based on your changing needs and budget.
- Set goals, measure results & change the game plan as needed In the dynamic world of digital, the goalposts are constantly changing. By setting key performance indicators (KPIs) and using accessible analytics tools such as those available in HubSpot, you can easily track the success of your marketing campaigns, optimize strategies as needed, and demonstrate the value of using DMaaS services.
![Follow the yellow brick road](https://ozglobalb2b.com/wp-content/uploads/2024/06/OZ_Blog_B2B_Digitalmarketingservice_2024_v23.jpg)
Follow the yellow brick road
As a global B2B marketing expert, OZ has spent years building a strong reputation. Digital trends may come and go, but dedication, commitment to success, experience, and professionalism never go out of fashion. At OZ, we believe that long-lasting partnerships are based on deep listening, understanding, and transforming your goals into measurable results. That’s why many of our clients stay with us when they move companies, and why many clients come to us by word of mouth.Your dedicated digital account manager will be your work BFF
With OZ, your account will be managed by a dedicated digital account manager backed by a multidisciplinary team with expertise in every aspect of digital marketing, and more. Your OZ manager is always backed up by a team comprising a graphic designer, strategist, and content writer. Your OZ manager becomes an integral part of your marketing team, offering full commitment and dedication to your company's goals. It's not just one person, but an entire team of digital experts working behind the scenes to drive your digital marketing success. Every member of the OZ team brings with them a high standard of professionalism and expertise gained from working with numerous B2B companies across various industries.![Boost your bottom line](https://ozglobalb2b.com/wp-content/uploads/2024/06/OZ_Blog_B2B_Digitalmarketingservice_2024_v24.jpg)
Boost your bottom line
DMaaS enables you to reach and engage with your target audiences effectively, measure the success of your campaigns with precision, and adapt your strategies in real time based on insights and feedback. It’s there to act as a driving force in your marketing strategy, enabling you to access the resources and expertise required to enhance your brand visibility, attract and retain customers, and drive sustainable growth.The Forgotten Digital Frontier. Marketing Beyond the Booth.
By
Rosa Rabinovich
, 17/06/2024
Discover the power of integrating digital marketing with physical trade show presence to drive better engagement, increased traffic, and quality leads. Learn actionable strategies to make your next trade show a success.
How to amplify your tradeshow potential – a step-by-step guide
So, you've invested quite a bit in a stunning trade show booth. The team is buzzing with excitement expecting it to be the center of attention. Yet, when the day arrives, the anticipated crowds turn out to be rather scarce. When this happens, you've probably missed a key aspect of trade show preparation - not fully integrating digital marketing into your trade show strategy.The Challenge: Bridging the Gap to Maximize Potential
Too often, companies focus heavily on their booth's physical setup and ignore the digital engagement that goes with it. This oversight can lead to disappointing foot traffic, missed opportunities, poor engagement with potential customers, and a less effective exhibition as a whole.The Strategy: A Holistic Approach - Integrating Digital with Physical
Achieving trade show success means thinking beyond the booth. It involves a proactive approach before, during, and after the event to ensure all marketing efforts are harmoniously aligned to maximize your return on investment. Let's explore the steps you can take to make this happen:Laying the Groundwork: Pre-Show Essentials
Just as the booth and marketing materials are planned months in advance, your digital marketing strategy must follow suit. This helps make sure that every aspect of the exhibition strategy is aligned and optimized for maximum impact. Setting Goals Start by establishing clear objectives:- Increasing brand awareness by strategically utilizing your presence at the expo.
- Maximizing traffic to your exhibition booth
- Creating a database for ongoing engagement and nurturing
- Defining KPIs - Measuring performance and continuous improvement (eg. Number of campaign impressions, website or landing page visits, email open rate, event participation, and more)
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During the Show: Capturing and Engaging
When the trade show is underway, keeping the energy high is crucial. Continuous updates, engaging social media posts and stories, interviews with keynote speakers, and live interactions help keep up the excitement and draw attention and visitors to your booth. You might also want to consider adding interactive presentations and videos that boost visitors' experience, leaving a lasting impression![OZ_Blog_Hubspot - content new tools Capturing and Engaging](https://ozglobalb2b.com/wp-content/uploads/2024/06/OZ_Blog_B2B_tradeshow_Blogimages_2024_v3_4.jpg)
Building Connections: Post-Show Follow-Up
The interaction doesn’t stop when the show ends the work is only just beginning. The focus now shifts from the show to leveraging the connections you've made. Now's the time to implement a structured follow-up process to keep your brand top of mind for future marketing opportunities. Design and implement targeted follow-up campaigns, using structured email marketing complemented by a strong social media presence to continuously nurture new contacts until they are ready to reach out to you. Last but not least, tracking the results of your campaigns and marketing activities is a must to measure their effectiveness and adjust them accordingly. Be sure that the initial contact was handled and nurtured, and answer customer questions as soon as possible. (more on that another time).Don’t Get Lost in the Scroll: Why Your Marketing Campaign Needs a Unique Creative Concept
By
Timrat Erez
, 20/05/2024
Unlock the potential of every marketing move with the right creative concept that distinguishes your campaigns from the day-to-day brand strategies.
Creative Cracking: The Art of Standing Out
Creative cracking refers to the process of developing a distinctive creative concept that adds a layer of uniqueness and power to your digital marketing campaigns. It's about breaking through the norm, providing a fresh perspective that draws attention and maintains it, and achieving a high rate of engagement. This process is like how different products under the same brand differentiate themselves through packaging. Similarly, each marketing move should encapsulate a distinct message and visual style that communicates its unique value proposition and resonates with specific target audiences. A successful marketing campaign must go beyond the typical visibility of the brand. It must be distinctive in its visual presentation and messaging. This requires a deep understanding of the product's features, qualities, and the demographics it aims to attract. By aligning these elements with a creative concept that pops, the campaign delivers its message with increased impact and memorability.When to Launch a Creative Concept?
So, how do you know when it's time to invest in a creative concept campaign? Here are a few key moments: • Launching a New Product: Generate excitement and buzz around your latest offering with a campaign that speaks directly to your target audience's needs and desires. • Entering a New Market: As you venture into uncharted territory, a creative concept campaign can help you build brand awareness and establish yourself as a leader in the new space, enhancing your brand recall. • Making a Big Announcement: Whether it's a shift in your industry focus or a strategic partnership, a creative campaign can add weight and memorability to your message.From Insights to Impact: Our Creative Concept Process
At Oz Global, we understand the power of storytelling real-time marketing. We take a data-driven approach to developing creative concepts, working closely with you to understand your specific needs, target audience, and brand voice. Here's how we do it - Laying the Groundwork: Gathering Information and Formulating Ideas Our approach begins with gathering comprehensive information about your business objectives, the competitive landscape, and your target audience's preferences. This phase is crucial as it lays the groundwork for crafting marketing moves that are not only creative but also strategically aligned with your business goals. Visuals and Messages that Speak Volumes With a clear understanding of your marketing goals and audience insights, we move ahead to shape the visual and narrative elements of your campaign. This involves selecting colors, typography, and imagery that align with the brand's identity while introducing something new and exciting. Continually experimenting and testing directions, before zooming in, selecting, and finetuning the winning concept. And a new creative direction (or two) is born. Concept Ideas: The Survival of the "Fittest" Once you choose the path that best aligns with your vision, we'll get working on crafting an engaging campaign that extends across your channels. From a captivating landing page to eye-catching social media banners, every touchpoint will, from this moment on, speak the same creative language, cementing your brand identity, generating buzz, and driving high-rate engagement. Bringing Creative Concepts to Life After finalizing the design, we bring the creative concept to life across various platforms and touchpoints. Whether it's digital ads, social media content, or physical marketing materials, every element is designed to reflect the unified creative concept, ensuring consistency and boosting brand recall.Why Creative Concepts are Marketing Gold
To break through the noise and engage professional audiences effectively in B2B marketing, creative concepts are a must. With innovative marketing strategies, that tap into your audience's emotions (emotional appeal), a standard product launch can turn into a compelling business story that lands on the desks of decision-makers. Creative concepts help to raise the perceived value of a product or service and build meaningful connections with your customers, driving conversions and strengthening long-term partnerships. By prioritizing creativity, B2B companies can make sure their marketing efforts are seen, remembered, and acted upon. And don't forget the power of a clear call to action (CTA) during a targeted product or service marketing campaign! Whether it's encouraging a visit to your dedicated landing page, downloading your white paper, or signing up for an upcoming webinar, a strong CTA will ensure your audience knows exactly what you want them to do next.Your Story, Amplified
Employing a unique creative concept does more than just attract attention, it amps up all your marketing efforts, by - - Standing out: It separates your campaign marketing moves from your ongoing brand marketing programs, helping your campaign stand out. - Boosting Engagement: Adding visually appealing and message-oriented concepts helps make a campaign more memorable and engaging. - Building Long-term Brand Recall: Just as unique packaging can make products memorable, unique creative concepts can help marketing moves linger in the minds of consumers, helping to achieve long-term brand recall.![OZ_Blog_Hubspot - content new tools Create a dynamic marketing campaign highlighted by a unique creative concept that will help you stand out from the crowd.](https://ozglobalb2b.com/wp-content/uploads/2024/05/OZ_Blog_Creative-concept-blog_Blogimages_2024_v410-2.jpg)
A Final Thought
For a marketing move to be successful, it needs a strong creative element. In the same way that different products of the same brand thrive in unique packaging, each marketing campaign needs its own creative concept to make sure it speaks directly and powerfully to the target audience. Not only does it boost visibility, it leaves a lasting impression. So, are you ready to break free from the monotonous scroll and make a lasting impact? Let us help you develop a creative concept campaign that gets noticed, remembered, and drives real results.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.![OZ_Blog_Hubspot - content new tools](https://ozglobalb2b.com/wp-content/uploads/2024/05/OZ_Blog_Hubspot-content-new-tools_2024_blogimages_v13.jpg)
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, 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?](https://ozglobalb2b.com/wp-content/uploads/2024/02/OZ_Blog_images_v1.jpg)
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!](https://ozglobalb2b.com/wp-content/uploads/2024/02/OZ_Blog_images_v13-1024x492.jpg)
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.![](https://ozglobalb2b.com/wp-content/uploads/2024/01/OZ_Blog_ABM-and-HubSpot_Blogimages_2024_v22-1024x492.jpg)
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.![4 ways HubSpot powers ABM](https://ozglobalb2b.com/wp-content/uploads/2024/01/OZ_Blog_ABM-and-HubSpot_Blogimages_2024_v23.jpg)
- 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
![Schedule a meeting with our HubSpot specialist.](https://ozglobalb2b.com/wp-content/uploads/2024/01/OZ_Blog_ABM-and-HubSpot_Blogimages_2024_v2_CTA-1024x492.jpg)
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.
![](https://ozglobalb2b.com/wp-content/uploads/2024/01/OZ_Blog_SEO_Hubspot_Blogimages_2024_v12-1024x492.jpg)
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.
![B2E - B2B - business to employee - OZ Global B2B](https://ozglobalb2b.com/wp-content/uploads/2023/10/B2E-for-B2B-business-to-employee-OZ-Global-B2B-1024x536.jpg)
![I Love My Job - OZ Global B2B](https://ozglobalb2b.com/wp-content/uploads/2023/10/B2E-I-Love-My-Job-OZ-Global-B2B-1024x536.jpg)
![Maytronics - OZ Global B2B](https://ozglobalb2b.com/wp-content/uploads/2023/10/B2E-Maytronics-OZ-Global-B2B-1-1024x536.jpg)
Maytronics - OZ Global B2B
![Maytronics - OZ Global B2B](https://ozglobalb2b.com/wp-content/uploads/2023/10/B2E-Maytronics-OZ-Global-B2B-2-1024x536.jpg)
![Maytronics - OZ Global B2B](https://ozglobalb2b.com/wp-content/uploads/2023/10/B2E-Maytronics-OZ-Global-B2B-3-1024x536.jpg)
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.
![](https://ozglobalb2b.com/wp-content/uploads/2023/08/Oz_Banners-for-guy_Linkedin_Articles_v1_4-1024x576.jpg)
![](https://ozglobalb2b.com/wp-content/uploads/2023/08/Oz_Banners-for-guy_Linkedin_Articles_v2_2-1024x576.jpg)
AI vs SEO: 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](https://2302580.fs1.hubspotusercontent-na1.net/hubfs/2302580/Will%20AI%20kill%20the%20SEO_%20V22.jpg)
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.
![Will AI kill the SEO](https://2302580.fs1.hubspotusercontent-na1.net/hubfs/2302580/Will%20AI%20kill%20the%20SEO_%20V2.jpg)
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.
Consumerize the Customer Journey
By
Nirit Elyovich, MBA
, 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.![consumerize the customer](https://ozglobalb2b.com/wp-content/uploads/2022/01/consumerize-the-customer.jpg)
![Breakfast-Club](https://ozglobalb2b.com/wp-content/uploads/2022/01/Breakfast-Club.jpg)
![Breakfast-Club office](https://ozglobalb2b.com/wp-content/uploads/2022/01/Breakfast-Club-office.jpg)
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- 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.![About Breakfast club](https://ozglobalb2b.com/wp-content/uploads/2022/01/About-Breakfast-club.jpg)
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.
![Human to Human markteing](https://ozglobalb2b.com/wp-content/uploads/2022/01/Human-to-Human-markteing.jpg)
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.![How To Get Started with B2B Videos](https://ozglobalb2b.com/wp-content/uploads/2019/09/How-To-Get-Started-with-B2B-Videos.jpg)
![How To Get Started with B2B Video](https://ozglobalb2b.com/wp-content/uploads/2019/09/How-To-Get-Started-with-B2B-Video.jpg)
- 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
![How To Get Started with B2B Video smart](https://ozglobalb2b.com/wp-content/uploads/2019/09/How-To-Get-Started-with-B2B-Video-smart.jpg)
- 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.
![How To Get Started with Video](https://ozglobalb2b.com/wp-content/uploads/2019/09/How-To-Get-Started-with-Video.jpg)
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.“![bermad blog](https://ozglobalb2b.com/wp-content/uploads/2019/03/blog_picBlog_case_study_bermad2.jpg)
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
![bermad case study](https://ozglobalb2b.com/wp-content/uploads/2019/03/blog_picBlog_case_study_bermad3.jpg)
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.” - Hubspot![inbound work](https://ozglobalb2b.com/wp-content/uploads/2017/05/inbound-2.jpg)
Inbound 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.