January 18, 2023

The confetti has settled, 2023 is under way, and there’s something new in the air. Many clients are getting in touch because they want to revamp their online presence — either building a new website or upgrading their current one.

Like any other field, UX/UI trends develop and change over time. While change is often driven by technology, it’s sometimes the audiences that change – and they want to consume content in a variety of ways.

Since no one wants their website to have a geocities 90s vibe, it’s important to be in the know – to be up to date on which trends are last year’s news and the must-haves for 2023.

Not to worry, we’re about to fill you in!

We caught Naomi Lifshitz, our UX\UI Designer here at OZ Global B2B to tell you all about what you should let go of and what you absolutely must adopt during 2023. Ready to get started?

1. There’s no place like home
Let’s kick off with the homepage. Until recently, homepages commonly had sliders of changing images – whether it was a corporate or e-commerce site. While beautiful and eye-catching images may have done the job in the past, it’s no longer enough.

“Stop using changing images, leave that to Instagram!” says Naomi. “2023 will be about striking typography with strong messaging. We’re in the era of agendas and companies must present a clear agenda or catchphrase to attract the eye.” A great example of a strong leading line can be found on Tefen’s website – a veteran B2B company that makes a point of staying up to date.

Interactive images that change according to user actions also work well. This creates an experience where the user determines the outcome. Check out PCB Technologies site to see how it works.

  1. What’s on the menu?
    “When planning the user experience, we have to put ourselves in our users’ shoes. We all have limited time and between work, home, and family, we don’t have time to scroll through endless websites in the search for information,” says Naomi.

What we need is maximum information with minimum effort. A long menu may confuse our users and we may lose them. The last thing we want is potential customers abandoning the site

 

Naomi’s advice is short and to the point: Go for accurate and clean menus and limit the number of tabs when planning your website. “During the process of building a website, managers at every stage of the marketing process are saying the same thing — keep it brief! There’s no time for unnecessary information.” To make the user experience easier, make sure your menu doesn’t exceed seven tabs.

Does that sound challenging? Absolutely! Companies have a lot to say and that’s why it’s important to get professional help when planning the site structure and content. This advice is equally true for small and large companies. Take a look at Twine’s colorful website.

  1. Make some space!

If Corona taught us anything, it’s the need to give people space — and it’s equally true in the marketing world. Today, international marketing approaches talk about minimalism as a leading tool in design and branding.

Let’s leave the mess and clutter behind and make room for space! Spacious websites like Ambar’s make sure that customers don’t drown in a sea of information. They can enjoy browsing the site without straining their eyes or brains.

  1. Give the footer the respect it deserves
    “Just because the footer’s at the bottom of the website doesn’t mean it doesn’t deserve a place of honor,” notes Naomi. “While the footer may be located on the ’fringe’ of the site, we shouldn’t treat it as such. When specifying the site structure every part of the site is important. We’re not going to add unnecessary pages or elements to the site, but the footer appears on every page and needs to be designed accordingly.”When building a brand strategy for businesses, it’s important that it speaks the same language – everywhere it appears – and that includes the footer. Give it space and design it in a brand-compatible manner, incorporating creative brand elements and enticing messaging. Scroll down to Unilog’s footer to see how it reflects the brand’s personality.
  1. No more excuses! That’s so yesterday
    “Leave the excuses why you can’t build a website in 2022,” says Naomi, adding that, “Many businesses avoid building a website on the grounds that they don’t have sufficient budget, information, or products to build a complete site. But keeping your website short and to the point puts paid to that excuse.”

The types of sites Naomi’s talking about are one-pagers, minisites, or landing pages. These are different names for the same concept — small websites that contain exactly the amount of information that you do have.

In the B2B world, it’s important to be precise in your messages. Sometimes, a minisite presents the perfect solution, just like the one we built for CodiQ.

 

We can design a full-scale site or minisite for you, too!

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Create a dynamic marketing campaign highlighted by a unique creative concept that will help you stand out from the crowd.

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.

min read
Imagine this: you're scrolling through your social media feed, bombarded with content. Posts whizz by in a blur of colors and text, each fighting for a sliver of your attention. Suddenly, something stops you. A captivating image, a thought-provoking headline, a story that unfolds in a way you haven't seen before. This is the power of a creative concept campaign, uniquely crafted to stand out and resonate deeply. When you think of a targeted product or service marketing campaign, it's not the broad strokes of the brand that should catch the consumer's eye, but the unique twist of the campaign's creative concept. Like various products under a single brand umbrella, each with their unique packaging to highlight different features and appeal to different demographics, every marketing move should also stand out on its own, supported by what we like to call "creative cracking." So, how do you stand out from the crowd and make them stop, read, and want what you offer?

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.

Create a dynamic marketing campaign highlighted by a unique creative concept that will help you stand out from the crowd.

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.

Create a dynamic marketing campaign highlighted by a unique creative concept that will help you stand out from the crowd.

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. Create a dynamic marketing campaign highlighted by a unique creative concept that will help you stand out from the crowd.

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.
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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

min read

A content marketer’s job is never done

Constantly creating high-value content is a neverending story — there’s always a new chapter to write. Having created a piece of content, it needs to be repurposed into different media for different marketing channels. It also needs to be managed – the performance of every piece of content needs to be tracked, to see how it’s performing, draw informed conclusions, and new content created that delivers even better results.

The quest for great content

The new hero in the marketer’s quest to create and manage memorable content is Content Hub. It’s the all-in-one AI-powered content marketing software in HubSpot that will help you devise and deliver content to fuel the entire customer journey. As a content specialist, you may already be cringing. Are you about to be made obsolete? Absolutely not! While Content Hub is an exceptionally powerful platform, it’s there to empower you. It requires savvy marketers to make it work to its full capabilities – which ultimately will make your life a lot simpler and help you focus on being creative. Before you roll your eyes, we highly recommend you give it a test run. Trust us, you’ll be pleasantly surprised.

What can Content Hub do for you?

In a nutshell, it can help you gear up your marketing strategy and put it into action. You can run and monitor every aspect of your marketing campaigns — creating everything from blog posts, emails, social posts, and more. Let’s dive in and take a look at the key feat
  • AI blog post generator-  based on your description of what your blog is about and keywords, it creates a list of editable titles, together with monthly search volume (MSV), difficulty to rank, and keyword intents. Once you’ve selected the title you want, it provides a blog post outline. You have complete flexibility to add paragraph headings, remove those you don’t want, and add talking points. From there, it generates an entire blog ready for you to edit. Here’s when you put your mark on the copy, ensuring it’s on message and speaks your brand’s language. HubSpot is way ahead of you, providing a tool that allows you to define your brand voice using past writing samples. Once you’ve edited the blog to your satisfaction, you can preview it before publishing it. But wait, you need an image!
  • AI image generator- simply describe the image you want (e.g. a steaming cup of hot coffee sitting on an office desk with a pair of spectacles beside it), decide on a style, and hit generate. Now, you can crop and edit your royalty-free image in the correct ratio for your blog posts, landing pages, marketing emails, and social posts.
  • Blog post narration- with this handy feature, you can easily create audio from your blog content, customizing the tone and human voice before adding it to your blog or using it for different channels.
  • AI language translation- translate your blog into multiple languages with a click. Voilà! Votre traduction est prête.

Drum roll, please! Killer feature coming up

Probably the most exciting tool in the Content Hub toolbox is Content Remix, which allows you to repurpose your content for multiple channels and formats in just a few clicks. Blink and it’s done. Here too, your sharp eye, copywriting chops, and editing muscles will come into play as you tweak the content until it’s just right.

But that’s not all…

Much like the shopping channel, there really is more! You can also create podcasts, smart content, landing pages and forms, CTAs, chatbots, and live chat. With HubSpot’s App Marketplace, you can create video content, engaging web experiences, and compelling design assets.

What happens the day after you unleash your content to the world?

You can easily track the performance of every piece of content you create, so you can leverage what’s working and drop what’s not.

MVP or VIP?

That brings us back to our original question: Is HubSpot's Content Hub the most valuable player of your content marketing team? Our experience shows that it can be a very important player greasing your content wheels —with you in the driver’s seat to define the strategy and goals, refine the messaging, customize it to your brand, and add those crucial finishing touches. It’s a valuable addition to the HubSpot platform that can simplify and streamline both the creation and management of your company’s content. Ready to give it a try? Ask our HubSpot expert for a demo.
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OZ Blog Unlock SEO Automated Success Blogimages 2024 v1

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.

min read
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:

  1. Set Up Triggers: Use RSS feeds or webhooks to monitor competitor blogs or websites.
  2. Extract Key Data: Use Make scenarios to automatically extract new content details such as titles, keywords, and descriptions.
  3. Analyze Changes: Use SEO tools like SEMrush or Ahrefs to analyze any new keywords or strategies they're employing.
  4. Send Reports: Configure Make to send periodic reports with this data to your email or Slack.

Streamlined Local SEO Management

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:

  1. Connect to Local SEO Tools: Integrate with tools like Moz Local or Yext.
  2. Automate Updates: Set up processes to automatically update listings with new hours, photos, or responses to reviews.
  3. Monitor Reviews: Get alerts for new reviews to respond quickly.
  4. Reporting: Generate regular reports on listing performance and local search rankings.

Image Optimization on Auto-Pilot

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?
  1. Monitor New Uploads: Set up a trigger for when new images are uploaded to your CMS.
  2. Connect to an Image Optimization Tool: Use services like TinyPNG or Kraken.io within Make.
  3. Optimize and Replace: Automatically optimize the images and replace the originals with the optimized versions on your site.

Efficient Content Research

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?
  1. Set Up Social Media Triggers: Monitor keywords and hashtags on platforms like Twitter or Reddit.
  2. Integrate with News Aggregators: Use tools like Feedly to pull in trending topics.
  3. Collect and Analyze Data: Aggregate this data for analysis to identify popular subjects.
  4. 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?

  1. Use SEO Tools: Integrate with tools like Moz or Ahrefs.
  2. Set Keyword Triggers: Monitor specific keywords and get updates on their SERP rankings.
  3. Analyze Data: Collect data on rankings, featured snippets, and other SERP features.
  4. Adjust Your Strategy: Use these insights to refine your SEO strategy.

Proactive Broken Link Management - Maintain a Healthy Website

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?

  1. Schedule Regular Scans: Use tools like Screaming Frog or Broken Link Checker.
  2. Integrate with Your Website: Connect these tools to your CMS.
  3. Automate Notifications: Set up alerts for when broken links are found.
  4. 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:

  1. Connect to Social Platforms: Integrate with platforms like Facebook, Twitter, LinkedIn.
  2. Gather Engagement Data: Collect likes, shares, comments, and other engagement metrics.
  3. Analyze Trends: Use this data to understand what content resonates with your audience.
  4. Report and Refine: Generate reports for your team to review and refine your social media strategy.
--- Incorporating these automation techniques with Make (Integromat) while combining them with other platforms as shown above can significantly elevate your SEO and digital marketing game. Not only do they save time, but they also offer strategic insights, helping you stay ahead in the ever-changing landscape of digital marketing. Start automating today and witness the transformative impact on your SEO efforts.  
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