The Key to Content Success: Joint Research by SEMrush & CMI

| January 10, 2019

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Сontent has proven to be one of the most powerful marketing tools. However, even the content marketing practitioners that have risen to immense heights in their profession, still have to work hard and strive to make sure the result of their efforts meets both business needs and the expectations of their target audiences. At SEMrush, we know what it takes to produce and manage large amounts of content. We are also constantly working on the development of a comprehensive toolkit to help content marketers of all skill levels reach their goals with minimal effort.

Spotlight

UniK SEO

UniK SEO is a creative digital marketing agency specialised in Search Engine Optimisation (SEO), Pay-per-click (PPC) and Content Marketing. Our goal is to increase your organic and paid traffic from the main search engines (Google, Bing, Yahoo). We provide extensive and unique services for your brand and website creating personalised digital marketing strategies and execute them to deliver measurable results and achieve the highest possible ROI.

OTHER ARTICLES

Technology industry search marketing analysis 2020

Article | July 8, 2020

At Stickyeyes, we’ve invested heavily to build the tools we need to help our clients be the best in the business. Our enterprise-level tech suite means we have a wealth of data at our fingertips so we make the right decisions for the long-term, often starting with a thorough understanding of any market landscape. Our latest report draws on this tech suite to analyse 50 of the best and well-known technology brands online including Oracle, Cisco, Intel, RS Components, Texas Instruments and Farnell, as well as those with an interesting search story to tell.

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Why B2B Marketing Fails: Common Mistakes To Avoid?

Article | July 8, 2020

B2B companies are exponentially growing as they experience a boost in sales as well as other advantages. As per the report of Forrester, There is immense growth has been noticed in the U.S. B2B businesses. As a result, B2B e-commerce transactions are forecasted to reach US$1.8 trillion by 2023. But, some common mistakes create countless challenges or make business unsuccessful. Elevate your business with sustainable development by comprehending those repercussions and their solution holistically. Lack of Innovative Approach Innovation is the key to success in B2B marketing that makes you different from others. Unfortunately, many marketers don’t implement innovation in their marketing tactics. Your innovative designs, content, tactics, etc., will undoubtedly provide an unparalleled experience to your audience. Therefore, it is good to always come up with new ideas or discuss them with your team to understand other’s perspectives. It’ll help you realize the opportunities and the risks involved in it. Use of Outdated Technology Many B2B businesses are still utilizing outdated technologies. Those technologies diminish the speed of your success. Other businesses evolve their approach via adopting advanced technologies such as Artificial intelligence, programmatic advertising, machine learning, etc. These modern technologies help in enhancing users’ experience in every aspect and elevate your business. Less Focused on Responsive designs In B2B business, responsive designs are the utmost vital tactics. Responsive designs make your customers way easier to access information. People use various devices to visit your website. Therefore, it is essential to provide them positive experience. If they face challenges while accessing your site, they will undoubtedly look up to other ways. Therefore, make sure your site is available in responsive design. Lack of Adequate Research B2B companies require in-depth market research in every aspect. It consists of products or service demand, competitive analysis, successful platforms, promotions, statistics, demographics, consumers’ requirements, etc. Evaluating Marketing Performance Performance evaluation is an unavoidable step of marketing. You must evaluate your performance. Track your campaigns’ performance, channel performance, etc. It will help you find whether your approach was appropriate or not and compel you to rethink to get possible solutions. KPIs or marketing performance metrics are highly advantageous in understanding company operations and objectives. In addition, it helps comprehend competitive analysis, market strength, and management systems. Unnecessary Usage of Jargon One of the most common mistakes in B2B marketing is the excessive usage of jargon. It will be best if you use simple and concise language to approach your audience. Using too much jargon will confuse them to understand the entire message you want to convey, as they will have to take extra effort to understand the jargon. As a result, they won’t be able to receive information thoroughly. Make sure you know the audience before starting writing for them. They are diverse therefore, you need a sophisticated and easy-to-understand language. Avoiding Trends Trends are crucial in B2B marketing. They help in expanding the horizon of your approach and provide perpetual development. Unfortunately, many marketers don’t follow the trends. Trends make you up-to-date according to the transformation of customers’ requirements. You can accelerate your growth by knowing deep into trends and their implementation accurately. Search Engine Optimization SEO is an indispensable tool in B2B marketing. It enhances your Google visibility and brings more traffic to your site. Various companies utilize SEO for brand awareness, building solid relationships with customers. It also improves your content marketing skills and provides an authoritative approach. Furthermore, SEO helps the Google algorithm perform better, and scale your business to reach innumerable business outcomes. Lack of High-Quality Content Top-notch content plays a crucial role in making robust connections with customers and building brand recognition. In this technologically advanced world, customers require quality content. They expect informative and significant content from their favorite brands. Most marketers believe that content creation is of utmost importance. High-quality and engaging content can easily persuade the audience to experience a brand’s product or service. Providing quality content will make your audience stay with you for a long time. It also builds brand credibility and increases the possibility of generating more leads. Quality content assists in improving marketing strategies and provides sustainable development in every business aspect. There are other essential standard practices, such as content mapping, blogging, etc., that can help you improve your marketing tactics and meet customers’ requirements. Final Thoughts B2B campaign fails due to lack of strategic approach. Above are some common mistakes you must avoid while creating campaign for B2B. These valuable tips can improve your tactics and provide sustainable development in B2B marketing. Frequently Asked Questions What are the best practices to scale B2B business? Providing informative and persuasive content, enhancing communication with customers through various platforms, creating attractive and responsive websites, and adopting advanced technologies are the best practices to scale your business. How to generate leads in B2B marketing? Strong SEO, improving communication with customers, providing social proof to earn customers’ trust, providing personalized messages, and utilizing advanced lead generation software helps generate leads. What are the essential components of the B2B website? The essential components of a quality website are a concise message, relevant content, responsive designs, and SEO that make your website more authoritative and practical to enhance engagement and visibility. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What are the best practices to scale B2B business?", "acceptedAnswer": { "@type": "Answer", "text": "Providing informative and persuasive content, enhancing communication with customers through various platforms, creating attractive and responsive websites, and adopting advanced technologies are the best practices to scale your business." } },{ "@type": "Question", "name": "How to generate leads in B2B marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Strong SEO, improving communication with customers, providing social proof to earn customers’ trust, providing personalized messages, and utilizing advanced lead generation software helps generate leads." } },{ "@type": "Question", "name": "What are the essential components of the B2B website?", "acceptedAnswer": { "@type": "Answer", "text": "The essential components of a quality website are a concise message, relevant content, responsive designs, and SEO that make your website more authoritative and practical to enhance engagement and visibility." } }] }

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MARKETING STRATEGY

Boosting business prospects with the physical multichannel

Article | July 8, 2020

In recent years, the focus and surge in ecommerce has been undeniable. There has been clear evidence of how a lack of online consideration can ultimately result in a brand’s demise, with Debenhams and Topshop just two recent examples. However, the latest moves by online giants, including Amazon, are suggesting we’re not quite ready for a complete digital switchover just yet. In this article, Nate Burke, CEO at Diginius, a proprietary software solutions provider for digital marketing and ecommerce, explains that multichannel models are the next logical step, and how businesses can boost their prospects with not just a presence in both the digital and physical space, but by combining the two to create a frictionless customer experience. Instore excitement While it might have felt like the pandemic was driving us closer to some sort of digital utopia, particularly with the closure of non-essential shops, remote working and online social gatherings being the norm for over a year now, it has become apparent neither businesses nor consumers are quite ready for things to transform to such an extent just yet. One clear piece of evidence is the buzz and excitement that surrounded the reopening of retail in England and Wales from 12 April. This date marks the first time this year non-essential stores allowed customers to enter, browse and purchase items in the traditional bricks and mortar way. Stores and hospitality venues were met with queuing customers on day one of the eased restrictions, showing a clear desire for physical brand offerings. One brand in particular which is known for its strictly-bricks and mortar model is Primark. Despite months of plummeted sales, its stores across England and Wales were one of the most popular among consumers on the first day of reopening, with many even lining up outside before business hours. Although the excitement may have simply been down to pent up frustration after having spent months indoors with few other recreational activities available, there is undeniably a certain sense of trust, convenience and comfort offered by the in-store experience, that digital channels are yet to trump. However, when taking to high streets and re-entering shopping centres after so long, consumers are no doubt being met with an unrecognisable physical retail landscape, with a significant number of empty units, some of which once belonged to flagship stores and iconic brands. A changing physical landscape The pandemic was the tipping point for many brands that had been slow or reluctant to adapt to the gradual digital transformation that has been occurring for some years now, examples of which include Debenhams and businesses operating under the Arcadia Group. Essentially, while some of these brands were struggling against online competitors before the initial lockdown, forced store closures drove customers to shop with those that had perfected their digital experience as there was no physical alternative anymore. So with no other options, the enhanced experience and simpler processes of trusted online brands outweighed any incentives to remain loyal to those which favoured the in-store offering. Evidently, the two channels are not the same and a mere presence in both online and offline spaces is not enough. But while consumers bid farewell to stores they have known and visited their whole life, we welcome new brands and ways of shopping to the high street, suggesting it’s not completely over for bricks and mortar just yet. One of the latest additions is Amazon Fresh. The online giant has been taking up space in physical retail across the U.S. for some years now, with bookstores, Amazon Go and the acquisition of Whole Foods. While the latter helped Amazon break into the competitive grocery market in the UK too, its most recent Amazon Fresh store opening in Ealing, London, is on track to solidify its position. The unique store concept of a till-less shopping experience aims to disrupt the grocery industry by removing frictions and enabling customers to get their goods in the most convenient way. The concept utilises hundreds of cameras, depth sensors and artificial intelligence to recognise and monitor items customers pick up and put back. Upon entry, they scan a barcode on their Amazon Shopping smartphone app, and upon leaving, their accounts are automatically charged with the items they walk out with. Of course, Amazon certainly did not need to make this move into physical retail, especially considering their growing online financial performance. However, the business clearly understands the importance of a model that comprises both online and physical channels, particularly as consumers’ behaviours and sentiments adjust following the pandemic. Digital-led bricks and mortar While digital offerings have provided a lifeline for both businesses and consumers amid lockdown restrictions, there are still certain items that customers prefer to buy in-store, with groceries and clothing two of the biggest categories. Ultimately, in-store grocery shopping remains the most convenient way to get items you need instantly, and digital is yet to offer a way to help customers gauge fit, feel and quality of clothing items online. The only option is to place an order and return it if you are unsatisfied, which as Amazon is beginning to understand, comes at a great financial and environmental cost. The brand’s physical stores offer a way to combat these issues until a digital solution is established. Not only do they offer a fast and seamless way to shop for essential grocery items, Amazon Fresh also features a station at which online orders can be picked up and returned, minimising the impact delivery to multiple addresses and round return trips have on its bottom line and the planet. Going forward, this is precisely what the future of retail will look like. Rather than pulling all physical presence, technology and digital software needs to be integrated into in-store offerings in order to reduce pain points of either channel. Many multichannel retailers offer similar click and collect services that help merge customer experiences across channels and create a seamless and convenient process. And while Amazon Fresh is a unique concept, we can see other brands making similar moves with the likes of Scan and Go services and self-checkouts. By embracing and leveraging the technology available, brands can make the most of their multichannel models, whereby online and offline routes are not separate entities, but rather a way to boost business prospects through greater presence, frictionless processes and an overall better buying experience for the customer.

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OMNI CHANNEL MARKETING

Maintaining the retail omnichannel edge in 2021

Article | July 8, 2020

It’s that time of year again where we reflect upon the prior year and make informative predictions for the months ahead in order to adjust our business activities and refocus our strategies. Unsurprisingly, due to the nature of 2020’s events, just about every industry and business will be looking to 2021 with hope and optimism, as well as a strong sense of caution. And while the physical retail sector has been one of the hardest hit, ecommerce has experienced the opposite effect, but that’s not to say it has been without its challenges. Consequently, businesses need to respond to shifts in the market for the chance of a successful future. Nate Burke, CEO of Diginius, a UK provider of proprietary software for digital marketing and ecommerce solutions, shares his predictions for the industry for 2021 and beyond. Physical retail outlets have been facing uncertainty long before the term became widely used. This is due to multiple factors, including high commercial rents, a shift towards digital-first consumer shopping habits and online competitors’ ability to undercut prices. These influences have resulted in the gradual digital transformation of retailers, whereby online offerings have become a primary focus for business efficiency. Proof of this is the year on year increase in online sales. But the spike experienced in early 2020 is the basis of the first prediction, which is high levels of online shopping will continue into the next twelve months, with no going back to pre-COVID ways. But many organisations are already in a position to accommodate this trend, particularly as 85,000 new businesses enabled ecommerce functionality or joined an online marketplace during the first national lockdown. And now these businesses have made the digital switch, they will want to continue maximising sales through online channels as the pandemic has created a permanent digital shift in consumer shopping behaviours with more predicted to shop online post-pandemic than before it. Alternative sales channels The next prediction is fuelled by both digital innovation and the rise in ecommerce. As more and more businesses enable ecommerce functionality, there will inevitably be greater competition and an increase in options for consumers to choose from. Therefore, the channels through which businesses sell their products will widen and become more accessible in order to generate the greatest chance of items or services being seen and ultimately, chosen over competitors’. Fortunately, the rising popularity of online marketplaces and the developments in social media shopping functions, means businesses now have the opportunity to distribute products through more channels than ever before. And this will only continue to increase in the year ahead. When it comes to marketplaces, Amazon is leading the way with a year on year rise in net revenue. Not only is the business’s performance evidence of this, but so is the consumer shopping behaviour shift which is seeing more consumers go directly to Amazon first (40%) when searching for a product, as opposed to Google (30%) or a brand’s owned channel (19%). Facebook and Instagram are also notable channels for ecommerce businesses, with YouTube also growing in popularity and prominence. Although by nature, these platforms are designed for social interaction and content consumption, in recent times, they have placed greater focus on shopping with Facebook’s marketplace, Instagram’s shopping tab and YouTube shopping ad functions, for example. One of the biggest benefits of utilising social media as a shopping channel is the streamlined customer experience that can be created. Fundamentally, shoppers can see a product on their feed, click through to view it and then place an order without even having to leave the app. But as well as convenience, social media is an effective shopping channel as platforms are key influences on consumer consumption decisions anyway. In fact, 80% of Instagram users and 68% of YouTube users say content on the respective platforms helps them decide whether to buy a product or service. Therefore, as more businesses realise the impact of these platforms, we’ll see social media being added to an increasing number of online sales strategies. Omnichannel brands Many are hopeful for a return to some form of normality in 2021. And with the potential reopening of physical retail, businesses will be faced with the opportunity to maximise their presence and in turn, sales through both online and offline channels, creating an omnichannel brand offering. This way, brands will appeal to a larger customer base. And no matter which channel a customer chooses to use to interact with the brand, they can expect a consistent quality of service and overall experience. But in 2021, what many will realise is the challenging nature of upkeeping both channels. Of course, there will be a greater financial burden due to property costs and employee wages, which will only be felt deeper due to the volatile, COVID-struck economic climate. So instead, a true omnichannel experience will be created through integration and innovation whereby each channel is used to support and supplement the other. For example, we’ll see retailers using their physical locations to relieve some of the pain points of the online service, such as delivery and returns processes. Some retailers are already excelling in this, including the likes of supermarkets, Next, John Lewis and Argos who have all integrated click and collect services and other smart shopping options firmly into their primary offering. As technology and creativity moves on, we’ll also begin to see an increasing number of concept stores that make shop visits an unmissable experience that is personal to each customer and adds value to their purchase, rather than simply a distribution channel. Collaborative commerce With all these additional sales channels, retailers will see the benefit of digital management systems that relieve some of the administrative burden and enable greater efficiency. The VTEX solution, for example, provides a single comprehensive commerce platform for brands and retailers. Combining activity across every sales and logistics channel, these platforms allow for a unified customer experience, lower cost of ownership, and increased business capabilities across physical stores, websites (B2B and B2C), third party and company owned marketplaces. With all this information in one place, businesses can provide better customer experiences as order information can be retrieved faster and response times reduced. Customer updates can also be automated to ensure any important information about an order process is timely communicated, with no additional workload for employees. And as well as customer-facing benefits, these systems enable better collaboration between points in a supply chain, which can streamline a business’s processes, and in turn reduce waste and increase efficiency. For example, orders for items that are low in stock can be placed automatically and only when they are needed. This way, businesses won’t have cash tied up in unused products and materials, and resources can be reallocated to other critical activities. And as these systems collect and analyse data, they can also provide meaningful insight into market trends, that can inform accurate future predictions and business decisions. These trends are evidence that the ecommerce landscape is ever-changing. While digital transformation is set to continue, the speed at which it has occurred for retailers this year means the ecommerce market will inevitably undergo further significant change in the months to come. Businesses that are prepared to adapt now will experience better growth and success than those that remain static or stuck in their ways.

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Spotlight

UniK SEO

UniK SEO is a creative digital marketing agency specialised in Search Engine Optimisation (SEO), Pay-per-click (PPC) and Content Marketing. Our goal is to increase your organic and paid traffic from the main search engines (Google, Bing, Yahoo). We provide extensive and unique services for your brand and website creating personalised digital marketing strategies and execute them to deliver measurable results and achieve the highest possible ROI.

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