Search engine optimization (SEO) plays a pivotal role in a website’s visibility. It’s estimated that 68 percent of online experiences begin with a search engine. As such, it’s essential to optimize online content so your website appears in searches when target audiences are seeking information about your industry, expertise, products and services.
Search engines are fast becoming the preferred mode of delivering information to consumers of all types and ages. In fact, only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine. That’s why as marketers, we need to harness the power of search engines and boost our knowledge and understanding of SEO terms and their significance.
Search engine optimization, or SEO, has influenced marketing strategy since the dawn of the internet. SEO is the practice of increasing the quality and quantity of inbound website traffic via organic search engine results. Today, 51% of online traffic arrives at websites via organic search. However, if you’re not staying on top of SEO trends and updates, your website likely isn’t optimized for today’s search algorithms.
The odds of a potential customer stumbling across any of your webpages are astronomical. That’s why developers created search engines. They increase the odds that searchers will find your website. However, with your competition online as well, the odds are still stacked against you. You can improve those odds with search engine optimization (SEO) and creating an SEO strategy.
If there’s any one thing about the Internet that confuses online content producers (e.g., writers, musicians, photographers, videographers, etc.), it’s SEO, or “search engine optimization.” To most creative types, SEO means that it’s not good enough to write a great blog entry, create a great video or capture a great image. No—now you have to
Effective website copy can transform visitors into leads and leads into customers. Despite its power to convert, website copywriting is often overlooked for other website elements such as design, navigation, user experience, and SEO. In a marketplace where every business competes for online visibility and attention, the importance of well-crafted website copy cannot be overstated. Your website copy is the voice of your brand, conveying your message, values, and offerings to target audiences. It plays an important role at every stage of the buyer’s journey, from awareness to decision-making and beyond.
Trade Press Services recently sat down with Cory Sekine-Pettite and Davide Savenije of the American Society of Business Publication Editors (ASBPE). Industry editors and society directors, they have 37 years of experience in the B2B publishing industry between them. They offered insights essential for brands, professionals, journalists, and thought leaders looking to share thought leadership and establish their expertise in today’s constantly evolving marketplace.
When done well, social media initiatives can help B2B companies increase their online visibility, drive traffic to their website, improve SEO, generate new leads, nurture relationships, and establish thought leadership. By recognizing the common mistakes brands make on social media and knowing how to avoid them, marketers can raise their social media tactics to new heights. Here are the top eight common missteps B2B organizations can make when establishing their brand on social media.
Generative AI and natural language processing (NLP) tools such as ChatGPT, Scribe and Google Bard make it easier than ever to access information and push the limits of creativity. For marketers, while AI tools are reshaping the landscape of content creation, it’s important to consider important “do’s” and “don’ts” of using AI to support marketing and content-creation efforts.
LinkedIn is constantly improving the site’s user functions and customer experience with new features and updates. Knowing how to take advantage of these features can be a game-changer for brands looking to reach their audiences in new and engaging ways. Here are eight newly introduced features and updates along with tips on how to leverage them for better engagement with target audiences.
Last week, we introduced eight common mistakes marketers make when crafting press releases. Both amateur and experienced writers can make mistakes, especially when time is of the essence. But a poorly developed news release fraught with typos, inadequate information, broken links and other errors is a sure-fire way for editors and journalists to toss your release. If you want to get your story out to your target audiences and beyond, it’s important to avoid these common errors.
Video marketing has become an indispensable strategy for brands looking to share insights and connect with target audiences. Amid waves of ever-evolving trends, some marketing professionals still have reservations about whether committing time, budget and other resources to B2B video marketing is a worthwhile investment. Yet, when statistics and buzz around video marketing tout a
Marketing teams are made up of individuals who wear many hats and possess a wide variety of skills. While it’s common to focus on the hard skills that align with specific marketing tactics such as search engine optimization, copywriting, graphic design or email marketing, there are many soft skills that are essential to building a strong marketing team. Also called people skills or emotional intelligence, these traits distinguish top-of-class marketing professionals from the pack.
No matter what industry you are in, third-party validation and customer reviews are essential for building credibility and driving sales. B2C companies rely on customer reviews to establish brand reputation and social proof about their products and services. B2B businesses can benefit from reviews as well, In fact, research shows that 92 percent of B2B decision-makers are more likely to make a purchase after reading a trusted review.
Google is a mainstay of the modern digital landscape. More than a search engine, the organization offers countless tools from the world’s most popular web browser to its new generative AI assistant Bard. Savvy marketers understand that Google can be a powerful instrument for organizations to increase visibility and empower their marketing tactics.
Webinars are a staple for businesses to educate, engage, and convert B2B audiences in a digital age. In fact, a whopping 91 percent of B2B professionals rank webinars as their favorite content format, and more than 54 percent take part in webinars at least once a week. Attendees and sponsors alike appreciate webinars for their specialized nature, interactivity and accessibility to industry experts.
The skill sets, tactics and channels used by marketing professionals today can seem infinite, and the knowledge required to establish and execute a successful strategy can be overwhelming. As such, most companies can benefit by outsourcing some aspects of their marketing objectives to agencies with specialized expertise. Due to its highly technical nature, digital marketing is one area to consider turning over to the experts. While digital marketing agencies are popular, choosing the right one for your goals is no simple task.
How do companies attract website visitors and convert them into leads? One tactic is creating and publishing high-quality and high-value content. Effective content marketing answers your audiences’ questions, provides solutions to their challenges, and positions you as an expert in your industry. But simply attracting visitors to your website isn’t enough. To generate viable leads, businesses need to know who is reading their content and how to connect with them outside a digital space.
The best marketers learn from the mistakes and successes of others. Yet, many marketers struggle to find ways to get ahead of the competition in an increasingly crowded marketplace. If you’re not already monitoring your competitors, it’s time to start. Spying on your competition isn’t as nefarious as it seems. Regular competitive analysis is critical
Whether an important email, sales proposal, bylined article or video script, developing content is a universal need. Even with tools such as spell check, Thesaurus or supportive artificial intelligence (AI), quality writing can be difficult to produce. The way a brand communicates with the written word can have a significant impact on brand reputation, the success of marketing goals and professional interactions.
A true professional incorporates lifelong learning into their everyday habits. Setting aside dedicated time for professional development can be challenging but it’s necessary. Fortunately, continuing education no longer means attending conferences or evening classes at a local college. A wide variety of training courses are available online for free or at a nominal cost. Many courses
All marketers know that an article in WBJ or a spot-on national news can have a huge impact on enhancing a company’s credibility, visibility and name recognition. The problem is that this type of media coverage is tough to get. Brands can spend valuable resources pursuing opportunities that never come to fruition.
While coverage in top-tier media may reach more people, trade magazines remain a relevant and powerful medium for companies who want to establish their thought leadership and gain a competitive edge in their industries. Trade magazines feature practical, informal, and action-oriented content for and from practitioners in the field. This specialized, technical focus makes the channel a perfect fit for B2B organizations looking to reach their target audiences.
Humans perceive 80 percent of their surroundings through their eyes. Visual content attracts attention, evokes an emotional response, adds context and makes content more memorable. Yet, finding unique, on-brand and engaging imagery can be a challenge for marketers. Hiring a photographer can be costly but finding quality marketing photos requires time, creativity and access. Whether using product images, infographics, lifestyle photos or stock images, choosing the right graphic can make the difference between content that falls flat or one that drives customers to your door.
The popularity of podcasts continues to grow and doesn’t show signs of slowing. In fact, in 2021, there were 383.7 million podcast listeners globally and it is predicted that number will climb to around 424 million by the end of 2022. Listeners seek out podcasts for ease of access, entertainment and personal growth. For marketers and business leaders, podcasts offer an opportunity to stay up to date about trends, best practices, predictions and insights from industry thought leaders.
