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).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.
How AI Powers Your Marketing & Sales Engine
By
Liron Ramot
, 03/10/2023
Ready to supercharge your inbound marketing game with AI? Say "Aye!" If you're a HubSpot user looking to boost your content creation and sales processes, we've got something exciting for you. Discover how AI can be your secret weapon! Curious to learn more? Click the link to unveil the full potential of HubSpot's AI tools and start revolutionizing your marketing strategy today.
If you’re already using HubSpot to fuel your inbound marketing strategy and drive sales, it’s time you took AI out for a spin
Constantly writing content to fuel your inbound marketing funnel can be time-consuming and costly. While ChatGPT isn’t going to replace your talented content team anytime soon (if at all), it can prove very useful in helping your team conduct research, generate content ideas, and write basic drafts for your team to finetune — so that you can generate more content, faster. It also helps your sales teams focus on closing deals instead of being bogged down by manual tasks. As a HubSpot user, it’s all your fingertips.Say goodbye to writer’s block
Having trouble generating the volume of content you need? Call on HubSpot’s friendly Content Assistant to create or refine web copy, blogs, articles, emails, and more. Using AI, you can generate ideas, outlines, or paragraphs for your required topics. You can also generate sales emails, titles and meta descriptions for pages and posts, and social posts. Simply answer the prompt, “What’s this social post about?” review the result, and tweak until you’re satisfied the post meets your standards. Not writing in English? Set the target language for the required content. Once a language is set, any generated text will automatically be output in that language.Four ways to tweak existing content
Using the “highlight” command, you can rewrite, expand, summarize, or change the tone of the text you’ve highlighted. It’s quick and efficient. Rewrite - Generates different wording for the highlighted text Expand - Elaborates on the content of the highlighted text Summarize - Condenses the highlighted text Change tone - Rewrites the highlighted text in the selected tone: friendly, professional, witty, heartfelt, or educational Beyond using the highlight command, you can also generate headings, paragraphs, and subsections based on your existing content. Clearly describe the content you require and select the required output. Remember to be very specific, use simple language, and provide examples to clarify the context and tone of your request. If at first you don’t succeed, try, try again. Experiment with different prompts until you get the output you need.Best practices for AI-generated content
- Always proofread and edit all your content before you publish it.
- Maintain your brand's voice and style – your tone of voice must be consistent through all marketing materials.
- It’s not all or nothing — remember to balance your AI-generated content with human-generated content.
- Check, check, and check again. While HubSpot has put security measures in place, content assistant may occasionally generate inaccurate, skewed, inappropriate, or misleading information. Make sure you verify the accuracy of the output's content, particularly any statistics or facts.
Streamline your daily sales workflow with ChatSpot.ai
Another great AI tool in the HubSpot toolbox is ChatSpot.ai, which helps your sales team save time and maximizes productivity by carrying numerous daily tasks. It can assist with lead management, adding contacts and companies to HubSpot’s CRM, including specific notes, assigning tasks, and sending reminders as well as personalized follow-up emails – all through simple chat-based commands. It quickly identifies prospects based on specific criteria (such as industry, location, and size) and provides a list of high-potential leads. It’s easy to create real-time custom reports on key metrics, including website visits, lead conversions, and revenue in an easily digestible format. It also aids with forecasting, listing the deals closing within a specific timeframe, the deal stage, as well as anticipated revenues. In short: It simplifies and streamlines your team’s daily workflow, cuts down on time-consuming manual tasks, and helps your sales team do more in less time. All those ready to start using AI, say “Aye!”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.
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)
Rebranding – so much more than just a logo or color palette
By
Miri Peled
, 19/02/2018
Rebranding – so much more than just a logo or color palette. What you'll need to do when rebranding.
Refresh or rebrand?
When rebranding, you can either refresh and improve your current branding or start over and create an entirely new one. No matter what you decide, the rebranding process involves a lot more than designing a new logo or changing your corporate color palette. Here’s what you’ll need to do:- Defining a clear rebranding strategy.
- Reanalyzing your company’s vision, mission and values.
- Conduct market research and competitor research including new players who may have popped up more recently.
- Research existing customers, potential customers and target audiences.
- Redefine your message.
- Create a new visual identity.
- Create new marketing materials.
- Relaunch your brand (internally and externally).
Spreading the news
The rebranding journey can sometimes be confusing for your employees and customers who have become accustomed to your existing brand identity. Use this as an opportunity to reconnect with them and clearly communicate during the process and after its completion. If you want the transition process to be a success, you should be as transparent as possible and clearly communicate these changes both internally and externally.Rebranding with OZ
At OZ, we understand the complexity of rebranding and our team has extensive experience helping our customers successfully navigate the rebranding process. We can use this experience to successfully guide you through it from planning through to implementation and beyond.10, 9, 8…. And counting down marketing trends for 2018
By
Orit Oz
, 18/01/2018
The New Year is here and we put together a countdown of marketing trends that will affect B2B brands in 2018!
10 – Visual content
![Marketing trends](https://ozglobalb2b.com/wp-content/uploads/2018/01/8.jpg)
9 – Big (big) data
![Big (big) data](https://ozglobalb2b.com/wp-content/uploads/2018/01/5.jpg)
8 – Authenticity
![Authenticity](https://ozglobalb2b.com/wp-content/uploads/2018/01/3.jpg)
7 – Content and influencer networks
![Content and influencer networks](https://ozglobalb2b.com/wp-content/uploads/2018/01/7.jpg)
6 – Shift of focus from millennials to Generation Z
![Shift of focus from millennials to Generation Z](https://ozglobalb2b.com/wp-content/uploads/2018/01/UXUI_hiring_INSTA_2.jpg)
5 – Mobile, mobile, mobile
![Mobile, mobile, mobile](https://ozglobalb2b.com/wp-content/uploads/2018/01/1.jpg)
4 – Shift in KPIs
![Shift in KPIs](https://ozglobalb2b.com/wp-content/uploads/2018/01/6.jpg)
3 – Data protection
![Data protection](https://ozglobalb2b.com/wp-content/uploads/2018/01/4.jpg)
2 – Native ads and smart content
![Native ads and smart content](https://ozglobalb2b.com/wp-content/uploads/2018/01/9.jpg)
1 – Take advantage of the FOMO effect
![Take advantage of the FOMO effect](https://ozglobalb2b.com/wp-content/uploads/2018/01/10.jpg)
Opportunities for Israeli B2B companies looking to China
By
Mike Golden
, 01/01/2018
Israel and China are a perfect match – China is an incredible opportunity for Israeli cyber-security, medical devices and artificial intelligence industries.
How to break into the Chinese market:
Understand the target customer and other stakeholders Find the right strategic partners to help you. Consumers in China are entirely different than what you are used to. They are on different channels, they have different expectations, and there are important cultural norms you’ll want to be aware of. A local team on the ground with the experience and tools to understand and effectively target customers is crucial to preventing big blunders. Regulatory concerns It is critical to spend time researching and understanding the regulatory environment prior to making any decision to enter the market. China has extremely strict laws protecting consumers, including quality, standards and other regulations covering most industries. Sensitive industries such as medical devices and pharmaceutical are especially strict. Trademark everything, immediately As soon as your product comes on the scene in China you can bet there will be copycats. We’ve seen it with big brands and small, if you don’t take trademarking seriously, you run the risk of expensive, messy and prolonged legal battles. Before talking to anyone, start the trademark process and make sure you own the corresponding Chinese domain names (.cn and .com.cn). Don’t assume what works in the West will work in China Look no further than eBay and Uber, two remarkably successful international companies that failed in China. Chinese consumers have different tastes, different expectations, different cultural norms and customs that are deep-rooted in society. On top of all of this is an unrelenting drive for innovation, which makes brands with a weak positioning strategy extremely vulnerable. If you take your brand to the China market and your messaging is unclear, or your branding is weak, there is a good chance your product or service will be copied and eaten up by a domestic brand. Find a decent Chinese name It doesn’t have to be a direct translation, or even exactly the same as the Western version. The Mandarin language is comprised of thousands of characters that all have a great deal of significance. Meaning there are lots of options for translations that can turn out great, or translations that can turn out… not so great. AirBnB fell prey to a naming mishap when they entered the Chinese market as 爱彼迎 (Àibǐyíng), which they explained means “let love meet each other” but to native Chinese this name conjures up images of a “love hotel”, and many complained that it is awkward to pronounce. Even if you think you’ve settled on a great name, test it, test it and test it again. Start with distribution and expand from there You don’t need to set up shop right away. After you’ve trademarked everything, going through a distributer to test the waters is a good way to enter the China market. Many SME’s in the medical industry routinely work with distributors to get their products into hospitals in China. Set up your website Number one piece of advice; put your Chinese website on a server in China or Hong Kong. Shrinking attention spans haunt every content marketer, so don’t lose your audience even before your beautifully, well-crafted home page loads. If you are hosting on a local Chinese server you are required to apply for the ICP license and this also means you need to have a local entity already organized. You’ll typically need to apply for an ICP license from the Chinese Government; this will lead to better search results on Baidu and allows you to run PPC campaigns. Don’t forget to make your website mobile optimized! In China more than 95% of Internet users are using their mobile phones to access it. Choose the right trade shows This goes hand-in-hand with understanding your target customer and stakeholders. There are hundreds of trade shows in China every year, with thousands of exhibitors. It can be tempting to try and get your foot in the door to as many as possible, but this will leave you out of budget and exhausted quickly. Can you team up with similar brands? Make connections with attendees beforehand? Enter social media with your big toe in the water With all the hype around WeChat in China, many brands are ready to dive headfirst and go all out for this mega-app, but take a step back. WeChat is completely different than Facebook, Instagram or any other typical social media platform you are familiar with using. It is important to set the right expectations, and the right strategy. Become well versed with the app, it’s functionality and it’s limitations before setting your KPIs. While it is important for brands to have a WeChat account, there may be other channels to investigate.Moo-ving it up a notch with user experience
By
Miri Peled
, 10/10/2017
To encourage Afimilk’s dealers to make more purchases online and to give them access to marketing materials, OZ designed an intuitive online partner portal.
Afimilk case study: partner portal
In the world of B2B, it’s really important to nurture partner relationships and find ways to make it easier for our partners and distributors to satisfy the needs of their (and our) end customers. In this manner, you can create a win-win situation where both your customers (distributors) are happy and their customers (end users) are happy with your brand. Recently, as part of our ongoing services for Afimilk – a global leader in advanced dairy management technology solutions – we created a unique and creative solution for its partners. With the goal of encouraging Afimilk’s dealers to make more purchases online and give them easy access to marketing materials, we designed an integrated and intuitive online partner portal. This portal provides end-to-end marketing and sales support, and an easy-to-use online ordering system. It includes three valuable tools that are also integrated with Afimilk’s ERP system:- Knowledge center – with marketing resources including brochures, presentations, and supporting materials to help dealers promote Afimilk solutions.
- Configurator wizard – builds price quotations tailored to customer requirements while promoting Afimilk’s preferred solutions.
- Market gate – intuitive online ordering system tailored for Afimilk partners to encourage online ordering.
Moving to a business-to-business-to-user mindset (B2B2U©)
By
Dina Gidron
, 10/09/2017
Communicate with both intermediary customers and patient-consumers in this new age of healthcare by transitioning to a Business-to-Business-to User model.
It’s all about the people and building relationships
By
Miri Peled
, 09/08/2017
We worked together to develop a new visual identity that stands out in the global market and is also centered around Trendlines’ two foundational principles.
It’s about the people AND building relationships
Because Trendlines Group’s hands-on investment approach and commitment to improve the human condition through innovation are inseparable parts of the company's character, the refreshed visual identity rests strongly on these principles. The result – a new compelling brand and visual identity – was launched at Trendlines’ 7th Annual Trendlines Company Showcase attended by hundreds of biomedicine industry professionals from around the world, and sponsored by companies worldwide.Inbound for Medical & Healthcare Companies Event
By
Miri Peled
, 23/07/2017
We held an Inbound for Medical & Healthcare Companies event where industry experts shared multiple insights on marketing for medical and healthcare industries.
- Matt Brown, HubSpot Specialist from Boston – US Trends in Healthcare Marketing
- Dina Gidron, VP Strategy at OZ – Opening New Channels of Communication
- Mickey Nave, Corporate Marketing Director at Lumenis – Medical marketing: generating leads that your sales team will love
- Bat-chen Grinberg, Founder of MC Forum – Digital tools that reduce your work overload
- The age of “Social Health”. The combination of healthcare reforms, the age of consumerism and mobile technology is creating the perfect climate for change in healthcare.
- We see YOU, we know YOU, we understand YOU, we want to help YOU. The digital revolution is transforming the way we do business as we shift from a Business-to-Business (B2B) to a Business-to-Business-to-User (B2B2U©).
- Patient-consumers are the center of the universe. As patient-consumers become the single most important factor in this new era, we need to open up direct channels of communication with them to understand their challenges, increase brand awareness and create bottom-up demand.
- Trends in medical and healthcare. Patient-consumers are avid researchers; marketers are targeting patient-consumers AND payers; digital channels are overtaking traditional marketing channels; and digital content is key to the decision process.
- Brands must recognize social health and deliver value across the full spectrum to drive leads, convert prospects to customers and keep them loyal.
- Inbound marketing and content marketing are well-suited to the medical and healthcare industry as it promotes targeted communication, trust-based decision-making, long-term relationships, and thought leadership and industry expertise.
Getting to know your patient-consumers
By
Orit Oz
, 13/07/2017
When I just started my career, an intelligent woman told me that only when I understand.
Preparing for the age of “Social Health”
As healthcare reforms, the era of consumerism and mobile technology create the ideal climate for positive change in the medical and healthcare arena, we’re ushering in a new age – the “Social Health” era. As we transition into this new era, patient-consumers are becoming the single most important factor in the medical and healthcare eco-system; and as they research and shop online for medical services, products and insurance plans, the medical & healthcare industry increasingly resembles a retail industry. The impact of this shift on medical and healthcare providers is huge as it means they need to open up direct channels of communication with patient-consumers to understand their challenges and offer services and products with real value. Or in other words, there is a need to move from a Business-to-Business (B2B) to a Business-to-Business-to-User (B2B2U©) approach.![Social Health](https://ozglobalb2b.com/wp-content/uploads/2017/07/Oz_Image_matt.jpg)
What’s the difference between traditional and inbound marketing?
By
Miri Peled
, 29/06/2017
Inbound marketing focuses on attracting customers through valuable content, while traditional marketing is marketer-centric and uses more interruptive methods.
It's time to attract your prospects instead of bombarding them.
Inbound marketing is a customer-centric approach that focuses on attracting customers to your business through content and interactions that are valuable, helpful, and trust-building.It’s all about using remarkable content to develop and nurture long-term relationships with your prospects so they ultimately build trust in your brand.
In comparison, traditional marketing, which is marketer-centric, uses more interruptive methods to vie for the attention of prospects.Inbound | VS. | Outbound | |
Definition | Inbound marketing uses customer-centric tactics to attract prospects, address their challenges and goals, and build trust in your business | Traditional marketing uses more interruptive methods to push products and services and get the attention of prospects | |
Communication | Based on interactive communication that engages prospects and attracts them to you | Based on one-way, outward communication | |
Tools/techniques | Educational content such as blogs, videos, eBooks, white papers, SEO, and case studies | Print and TV ads, banner ads, direct mail, cold calling, and mass email campaigns | |
Goals | Offer prospects value through educational content and earn their trust | Drive sales through product-centric marketing |
Get your creative juices flowing with these great blog topic tips
By
Orit Oz
, 06/06/2017
Here are some tips to get your creative juices flowing to come up with some great blog topics.
- Consider the content’s purpose, format and topics.
- Create content that builds trust amongst your prospects.
- Get your content in front of the right people at the right time.
- Analyze & repeat. Determine what worked and what didn’t, and repeat your successes.