On site personalization will revolutionize your business

Real time personalization is the next evolution for B2B websites. But, it is not a new concept altogether. Consumer brands are already mastering individual, dynamic website experiences — think about ecommerce brands like Amazon. They are paving the way in quality personalized marketing and reaping the rewards. B2B organizations are lightyears behind consumer brands when it comes to creating these highly-personalized experiences. But it’s time for them to step up and impress business decision makers. Outside of their careers, B2B buyers are consumers. We all are. As buyers, we have become extremely acquainted with bespoke website experiences, personalized content, and easy-to-navigate user journeys. So, why should a B2B buyer’s experience with your product or service be any different? Discover how tailoring your website to meet the needs of individual visitors could revolutionize your business.

What is on site personalization?

Website personalization is the process of developing the perfect website for every visitor. Making use of high-quality data, marketers can change the appearance, content, and language used on your site. This way, users will receive an experience that suits them specifically. Think about when you land on an ecommerce site. Often, the images, language, content and product recommendations you see will be based on your previous engagements with the site, purchase history, and it has acquired about you. And, users respond really well to it. In fact, according to SalesForce, more than half of consumers are willing to share personal data if it means they’ll receive offers and discounts tailored to them. There are a number of ways marketers can personalize their website for specific visitors; from using a segmentation strategy to find out what their audience wants, to undertaking an ABM approach that targets a set of dream prospects. Whichever you decide to use, ensure you pair it with an effective marketing strategy, with customer personalization at the heart of it.

Does it really work for B2Bs?

The simple answer is yes. Online personalization for B2B organizations works effectively. B2B marketers have simply fallen behind consumer brands. According to Neil Patel, 59% of marketers say they don’t personalize content because they don’t have the technology or resources. However, only 4% state that they don’t have the need for it, and just 6% say they tried, but it didn’t work well. So, it seems that B2B marketers understand the value of on site personalization, they are just a little behind the curve when it comes to executing it. It’s crucial for business marketers to embrace the available technology, make use of their quality customer data, and gain a focus on improving customer experience. After all, B2B buyers still want a simple, enjoyable experience with your brand. Like most consumer marketing trends and evolutions, B2B soon follows in its footsteps and fully adopt the process.

Why you need on site personalization

Consumers are increasingly demanding bespoke, tailored marketing experiences. B2B buyers included! It creates unforgettable experiences, increases relevancy, improves the chances of conversion and more. If you’re creating individualized marketing communications and digital advertising campaigns — that’s a great start! But what happens when an engaged lead lands on your website? If the web experience is generalized and irrelevant to them, they are unlikely to convert, or even explore your site. This will lower your bounce rate, decrease your conversion opportunities, negatively affect your SEO and could be detrimental to your brand. Personalized web pages streamline your digital touchpoints to create the ultimate bespoke experience. If you’re not already convinced, here are ten statistics to show you why website personalization is a necessity.

● InstaPage found that 63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting, or relevant.
● According to Epsilon Marketing, 80% of consumers are more likely to do business with a company that offers personalized experiences.
● Personalization can increase the efficiency of marketing spend by up to 30%, according to McKinsey.
● Neil Patel found that 80% of businesses using a personalization strategy found it more or much more effective than impersonalized content.
● InstaPage found that almost three quarters of customers feel frustrated when website content is not personalized.
● Monetate found that 79% of organizations that exceeded their revenue goal had a personalization strategy in place.
● Evergage found that 77% of consumers have chosen, recommended or paid for a brand that provides a personalized service or experience.
● Personalized homepage promotions influenced 85% of consumers to buy, according to InstaPage.
● According to Neil Patel, more than 80% of marketers that have adopted personalization have found it either more effective or much more effective.
● Monetate found that a lack of content relevancy generates 83% lower response rates for the average marketer.

According to Marketing Charts, 40% of marketers say that the biggest personalization challenge is gaining insight quickly enough. Similarly, 30% say it’s having enough data, and 38% say it’s inaccurate data. High-quality website personalization software can help tackle these challenges. Webeo is a personalization software that tailors the appearance, language, content and greeting of your B2B website in real time. When a visitor lands on your site, Webeo creates dynamic website personalization based on the business IP address the user is visiting from. This is a revolutionary approach for B2B organizations — impress first-time visitors, current prospects, existing customers and dream clients, all with the power of bespoke website experiences. Greet visitors by name, use language that resonates with them, and display imagery that reminds them you’re an expert in their field. See your CRO, ROI, SEO ranking and customer relationships soar. Discover Webeo and book your free demonstration today.

Personalized user experience is the future of marketing

“Design used to be the seasoning you’d sprinkle on for taste; now it’s the flour you need at the start of the recipe.” — John Maeda, Designer and Technologist

Personalization is at the heart of successful brand experiences. According Dynamic Yield, 96% of marketers and executives believe in the value of personalization. This makes perfect sense when we learn how much of a valuable role personalized UX plays in business success. In fact, Accenture found that 81% of consumers want brands to understand them better and know when not to approach them. Thanks to a personalization revolution, internet users are demanding personalized recommendations, increased relevance, and content that matters to them. However, in the B2B world, marketers are struggling to find the data to create unique website experiences. Evergage found that 58% of B2B marketers believe they don’t have sufficient data and insights for effective personalization. But it’s crucial to remember who you are selling to. Outside of their B2B decision maker role, buyers are still consumers. The more advanced consumer personalization becomes, the more static, impersonal online journeys will feel like negative and difficult user experiences.

What is a personalized user experience

“I’m most passionate about personalization. I firmly believe that personalized experiences with brands will most drive loyalty and relevance for customers in the future.” — Katrina Lake, CEO of Stitch Fix

A user experience can be defined as the way a user feels about a product or brand based on their interactions with it. Today, UX is more important than ever. Uxeria found that 70% of online businesses fail because of bad usability. This could include your product, software, or even your organization’s website. And, it’s not about creating a one-size-fits-all experience. According to Accenture, 33% of customers who abandon business relationships do so because personalization is lacking. So, ensuring that each of your website visitors, customers and prospects receive a personally relevant, easy-to-navigate experience with your brand is crucial. Personalization should cover every touchpoint — from personalized marketing communications to dynamic website personalization. It may also involve a need for behavioral data to enable product recommendation. According to InstaPage, 78% of U.S. Internet users said personally relevant content from brands increases their purchase intent. And, marketers are feeling the benefit from it, too. In-house marketers who are personalizing their web experiences see, on average, a 19% uplift in sales.

How can businesses provide a personalized user experience

“Your marketing has to seamlessly resonate with your buyer’s goals, interests, and preferences.” — Michael Brenner, CEO of Marketing Insider Group

There are a number of ways to create personalized, positive user experiences. Start by outlining who makes up your customer base and website visitors — use segmentation and define your target audience. Then, you need to learn as much as you can about your audience. What digital behaviors do they exhibit? What industries are typically interested in your services? Gather as much insight as you can and use it to fuel your personalization strategy. Monetate found that 79% of organizations that exceeded revenue goals have a documented personalization strategy in place. This way, you can set goals and targets, measure successes, and continue to gain insight into your customer experience. Consider personalizing all marketing communications, customer interactions, website experiences and calls to action. Create a seamless, easy-to-follow experience, designed perfectly for every user.

It is important to put time, money and resources into planning during the early stages of UX design. According to UX Planet, fixing a problem in development costs ten times more than fixing it in design. And, this number grows to 100 times as much when trying to fix a problem when a product has already been released. And, consider the fundamentals of user experience, too. Think about appearance, calls to action, navigation, optimization for other devices, and load time. More than half of mobile visits are abandoned if a page takes more than three seconds to load, according to Toptal. After you’ve implemented your personalized user experience strategy, According to Experience Dynamics, 73% of organizations not conducting user experience testing will be doing so in the next 12 months. If you’re not already thinking about providing personalized experiences, it’s time to start.

Personalization technology

“Marketing Automation is powerful software and processes which make complex and repetitive tasks easy.” – Mautic, open source marketing automation

According to Email Monday, more than half of organizations are currently using marketing automation. Website personalization tools can help transform your customer’s user experience. Webeo creates real time personalization experiences based on the business IP address your website user is visiting from. Thanks to the global leading database of business IP addresses, when a visitor lands on your B2B website, their experience will be tailored based on a set of criteria outlined by you. Greet them by their business name, edit the images and language that appears, and show them highly-personalized content. Advance existing customer relationships, impress first-time visitors, and provide an enjoyable, simple user experience for everyone that lands on your site. See improved CRO and reduced bounce rates, and reap the rewards of quick ROI and website optimization. Discover the power of website personalization with Webeo. Book your free demonstration today.

5 of the best online digital marketing courses

If you’re looking to improve your digital marketing approach, then exploring online digital marketing courses is a great place to start. But remember, not all successful marketers have a formal qualification in place. There’s hordes of great marketing tips and internet marketing advice available online. Discover Webeo: Futures — here you can find videos, best practice guides and blog posts exploring all things digital marketing. Delve into digital content marketing material produced by marketing industry leaders and gain valuable insight and knowledge. Whether you’re looking to boost your existing digital marketing knowledge, or you’re a beginner looking for all-encompassing online marketing courses, there is a program out there for you. We’ve explored some of our favorites, covering a multitude of abilities, price-ranges and qualification types.

Digital Marketing Institute: Professional Diploma in Digital Marketing

“Welcome to the Global Standard in Digital Marketing Training.”

DMI offers a globally-recognized digital marketing training certification. If you’re looking for a formal diploma, then DMI offers courses for you. The Professional Diploma in Digital Marketing is a program suited for all; from beginners to professionals looking to upskill. The course provides an on-hand team for support and an interactive learning system. Key skill development will include modules on social media marketing, SEO and more. DMI courses are paid for, and this specific course take place across 30 hours. Certification levels can range from Certified Digital Marketing Associate through to Certified Digital Marketing Master. DMI also offers a membership, which provides exclusive connections to thought-leading content, industry news and updates, and support for professional development. According to DMI, 95% of its graduates are currently employed, and 88% work at senior or management level.

Google Analytics Academy: get to grips with data

“Learn analytics with free online courses.”

Data is an extremely power digital marketing tool when used correctly. Google Analytics is a house-hold name in the world of marketing and learning to use it to its full effect is a crucial and sought-after skill. Google Analytics Academy helps marketers get to grips with the tool, with courses designed for beginners, advanced marketers, and those looking to discover more of its capabilities. As far as marketing courses go, Google Analytics Academy only explores its own tool; however, analyzing data, making sense of analytics, understanding website traffic and measuring campaign success are all transferable skills that marketers will use across multiple platforms and industries. Like Webeo, Google Analytics Academy also offers a range of informal mini-courses on YouTube to help you further develop your understanding of and relationship with Google marketing tools.

Hootsuite Academy: gain social marketing expertise

“Advance your social media skills and career.”

Online social media platform Hootsuite offers its own academy, providing learning resources and training taught by industry professionals. Boasting more than 400,000 students and 46,000 certified graduates, Hootsuite Academy offers the perfect digital courses for marketers looking to tackle the world of digital and social marketing. The academy offers some free digital marketing courses; however, the majority are individually priced. Courses are predominantly beneficial to Hootsuite users and those specifically working in social media. Costs and timescales vary but are usually between 2 and 40 hours. The platform provides certifications recognized by social media experts around the globe — certifications include a Hootsuite Platform Verification, Social Marketing Verification, and Social Selling Certification.

Marketing Profs: all things internet marketing

“Laser-focused, filler-free training to you a more awesome marketer.”

If you’re looking for a bounty of highly-focused digital marketing training courses, the MarketingProfs could be home to the perfect resources for you. Courses explore specific skills that marketers need to succeed, broken down into campaign frameworks; Strategy, Analyze, Communicate, Create, Management and Plan. Each course is individually priced and comes with a 7 day guarantee — if you’re not a better marketer, the brand will refund your purchase. After completing a course, you’ll receive a downloadable certificate. Or, you can opt to ‘Go Pro’ for access to all courses. Some of the most popular courses include Planning Your Content Marketing Campaign, Marketing Automation Made Easy, and The Six Secrets to Successful Influencer Campaigns.

LinkedIn Learning: for B2B marketing insight

“Keep learning in moments that matter.”

B2B marketer favorite, LinkedIn, is home to LinkedIn Learning. Back in 2015, the social platform acquired Lynda.com — a website founded in 1995, dedicated to creative and business skills. It offers courses, videos and learning path solutions for businesses, covering topics from digital marketing and brand management to advertising and promotion. Courses are individually priced, or users are able to pay for a monthly membership. Program times vary — ranging from under an hour to more than 4 hours, depending on the subject area. Training is hosted by instructors with real-world experience, and most courses offer a certificate of completion. Learn Online Marketing Foundations, Marketing on Instagram, and Digital Marketing Trends and more.

We hope you find the perfect course for you and your team. In the mean-time, why not discover more from Webeo? Our personalization software is leading the way in individualized website experiences. Utilizing a leading global database of business IP addresses, our software serves highly relevant content, tailored language, engaging imagery and personalized greetings based on your website visitor. Impress first-time visitors, wow dream clients, remind existing customers why they work with you and speed up current pipeline prospects. If personalization is part of your wider digital marketing strategy, it’s time to discover Webeo. Create the perfect website for every visitor and book your free demonstration today.

4 reasons B2B organizations need a digital marketing strategy

“Strategy without process is little more than a wish list.” Robert Filek, Consultant

We talk a lot about digital marketing strategies as marketing professionals. But still, so many organizations don’t have a robust, all-encompassing strategy in place. According to Smart Insights, almost half of businesses don’t have a digital marketing strategy — even though they are doing digital marketing. Creating and implementing a strategy may feel time-consuming, or like an ineffective use of your time — but the fact of the matter is, your business needs one in place to thrive. CoSchedule discovered that marketers who usually or always plan their projects and campaigns when executing their strategy are 356% more likely to report success. Reap the rewards of a clearly defined strategy and understand why a lack of one could cause you more problems than you realize.

You’re directionless without a digital marketing strategy

According to HubSpot, misalignment between sales and marketing can cost B2B organizations more than 10% of revenue loss every year. Organizations that work in harmony across all teams are the most successful ones. Outlining marketing objectives can ensure all teams are working towards clear goals, the same established timeline, and are reflecting your brand in everything they do. Consistent branding can increase revenue by 23%, according to Forbes. If you haven’t clearly defined your brand values and positioning, your reputation faces taking a hit. Every marketing activity you undertake should reflect your brand values and aim to meet one or more of your objectives. Without a marketing plan in place, you risk ad-hoc marketing efforts with no real measurement or value.

You won’t fully understand your online audience

As part of an effective B2B marketing strategy, marketers should establish their audience. Use a segmentation strategy and prioritize your target audience, or undertake an ABM approach, targeting specific businesses or accounts. According to InstaPage, Segmented, targeted, and personalized emails generate 58% of all revenue. And, ITSMA found companies that implement ABM have reported an 84% improvement in reputation, and 74% improvement in customer relationships. Without a clear understanding of who makes up your audience, how can you ensure the content you produce, digital marketing channels you use and leads you follow up are appropriate? According to CoSchedule, successful marketers are 242% more likely to perform audience research once per quarter or more. Your existing customers are your greatest asset. Explore who they are to establish how to maximize existing relationships and acquire customers with similar needs for your services.

eConsultancy found that 55% of marketers say ‘a better use of data’ for targeting audiences is a priority for 2019. Making use of data available to you is crucial. And, with a successful strategy in place, you can decide if you need to acquire more. Gaining audience insight doesn’t just benefit your audience either — increase customer retention, see more opportunities for upselling and cross-selling, and save money by directing advertisements and marketing messages directly to your target audience.

You risk wasting time and money on duplication

Marketing can be a time-consuming and costly process. A strategy can help streamline, organize, eliminate and supercharge your processes. If you don’t properly plan each marketing campaign, you risk not only losing out on the time and budget you used in executing the campaign but have to put in double the work to devise a new plan and pick up the pieces. Strategies enable marketers to include budgets and outline timescales, too. So, once you have a strategy in place, all of your digital marketing campaigns can be monitored and measured to ensure the ultimate success. You’ll be able to make changes to campaigns as they happen, with targets, goals and time constraints in place. That means no more over-spending, missing deadlines, wasted efforts, or duplicate work. You can divide up jobs specifically — for example, according to HubSpot, 42% of organizations have a designated content strategist. This helps improve accountability and ensures team members have actionable take-aways from planning meetings.

You won’t maximize your returns by optimizing your conversions

CoSchedule found that marketers who document their strategy are 538% more likely to report success than those who don’t. This makes perfect sense when we consider how much easier it is to measure ROI with a marketing strategy in place. With clear targets, marketers can measure how well their campaigns are doing and which platforms are the most successful. When it comes to implementing online marketing strategies, marketers should always optimize conversions. All of your digital communications should link back to your site and contain a call to action that will help you meet your goals. Whether it’s signing up to a newsletter, making a purchase or downloading a piece of content. The best way to ensure you are improving your conversion rate (CRO), is to refer back to your strategy. If your customers aren’t converting, then perhaps you aren’t using the right platforms, language, imagery or content to engage them. Optimize your conversions by making personalization key factor in your marketing strategy.

According to McKinsey, personalization can increase the effectiveness of marketing spend by up to 30%. Webeo is a personalization tool changing the face of B2B websites. The software works by serving relevant content and individual experiences to your website visitors. Utilizing a global leading database of business IP addresses, Webeo tailors the appearance, content, and language used on your site to meet the specific needs of the visitor. Greet the user by name, show them you’re a leader in their industry and create the perfect website, for every visitor. Webeo can support your entire digital strategy — improving SEO, enhancing CRO, and creating stronger customer relationships and brand reputation. Make personalization a key part of your strategy. Discover Webeo and book your free demonstration today.

5 must have digital marketing tools for your business

If you want to see great results from your online marketing strategies, then it’s time for your teams to start utilizing web marketing tools. No matter what marketing process you are hoping to improve, eliminate or support, there is a tool for your business. Online marketing tools are not a new concept. Social Media Today found that 75% of marketers are currently using at least one type of automation tool. And, according to MarTech today, spending for marketing automation tools is expected to reach more than $25 billion annually by 2023. When creating a strategy and outlining your marketing objectives, consider including tools from the outset, enabling them to support your strategies from the beginning. Effective tools can reduce costs, streamline processes, eliminate repetitive tasks, and save time. They can also dramatically improve your marketing results — from increased targeting and ability to test and measure, to driving more revenue and maximizing customer relationships.

Bitly

“Create click-worthy links.”

According to IMN, 92% of marketers say social media marketing is their top digital content marketing tactic. When it comes to getting your message across on social media, you need to make every character count. Use calls-to-action and attractive imagery to encourage click-throughs. And, consider using a tool to shorten your website URLs. According to Rebrandly, a trustworthy link can increase click-through rate by up to 200%. Short links are easier to share, look neater on social media, and help save space on character-limiting sites like Twitter. Bitly is a tool that enables users to shorten and also create custom links — helping to build trust and brand recognition. The tool also provides live click data, giving marketers greater insight into where their site visitors are coming from and helping them identify top performing channels. Enhance your social marketing strategy and take advantage of this effective tool.

Slack

“Where work happens.”

Effective communication means a happier, more engaged workforce. According to Global Force, 69% of employees say they would work harder if they were better appreciated and recognized. Similarly, McKinsey found that productivity improves by 20-25% in organizations with connected employees. And, Watson Wyatt found businesses with effective communication practices were more than 50 percent more likely to report employee turnover levels below the industry average. Making use of online marketing tools to improve your team’s communication is key. For teams to collaborate effectively, they need the appropriate platforms in place to do so. Slack works to successfully align your teams by organizing conversations, enabling users to share files and documents, creates the ability to talk face-to-face and integrates seamlessly with a number of other web marketing tools.

Bannersnack

“The original online banner maker.”

Teams with limited resources should make use of marketing tools where possible. If digital advertising is part of your wider digital marketing strategy, you’ve probably thought about creating an online banner advert. According to Sem Rush, banner adverts are considered the third most popular digital advert. Bannersnack enables users to design and create banners online, with an easy-to-use generator. It also allows users to create animated banners — which are growing increasingly popular according to BannerFlow, which found an 18.4% increase in click-through rate (CTR) when video is used within a display ad. Banner design matters — AdKeeper found that 43% of respondents found banner ads don’t seem interesting. So, get creative! Outline your audience and create ads that will reach out and speak to your audience specifically.

Lead Forensics

“Software for turbo-charged lead generation.”

Gartner found that 29% of marketing leaders are deploying either a lead-management platform or a social analytics platform. When it comes to B2B marketing, the buyer process is constantly evolving. So, managing leads and prospects effectively is crucial. According to HBR, on average, 6.8 people are involved in purchasing decisions in the B2B high-tech sector. This can make things complicated for marketers and salespeople, slowing down processes and leading to confusion. If any part of your digital strategy incorporates streamlining teams, improving customer relationships, or generating high-quality leads, it’s time to invest in a tool that can help you at every stage of your pipeline. Lead Forensics does just that. It works by tracking your website and revealing the identity of anonymous visitors. It notifies your teams in real-time, so they can reach out to leads at just the right moment.

Webeo

“Discover the power of website personalization.”

A personalized approach can skyrocket your digital marketing efforts. If your marketing objectives include reducing bounce rate, improving SEO ranking, enhancing CRO or improving customer relationships, then online personalization is your new best friend. According to Evergage, 92% of marketers reported using personalization techniques in their marketing. Yet, more than half don’t feed they have sufficient customer data to customize content effectively. That’s where personalization tools come into play. Webeo is home to a global leading database of business IP addresses, ensuring organizations can create bespoke website experiences for all of their valuable website visitors. If you’re utilizing personalization in other marketing efforts — such as email marketing or advertising campaigns — then a dynamic website that meets the needs of each visitor is the icing on the cake.

Webeo creates real time individualized website experiences, for the ultimate in customer personalization. When a visitor lands on your site, the personalization tool will provide a unique experience — dynamically tailoring the language, imagery and content the user sees based on the IP address of the business they are visiting from. Position yourself as a leader in your visitor’s industry, impress everyone from first-time visitors and current prospects to existing customers and dream clients. Discover the power of personalizing online experiences and book your Webeo demonstration today.

B2B digital marketing — all the pros and cons

According to Campaign Monitor, by 2021, marketing leaders will spend 75% of their total marketing budget on digital marketing. When making such an investment, it’s important to carefully assess what you’re doing. A digital strategy can include so many different channels; remember, you don’t have to be across all of them. Select the strategies that work best for your business. Research who your [audience] is, and that should help you decide. According to Smart Insights, website development, email marketing and social media are the most effective channels for B2B. This is no surprise when we learn that 67% of buyer journeys are digital, according to Sirius Decisions. And, IDC found that 84% of CEOs and VPs use social media to make purchasing decision. Let’s explore some of the pros and cons of online marketing, so you can make an informed choice about your B2B marketing plan.

The pros of digital marketing

It’s cost-effective

Traditional advertising can be expensive, and often it can take a while to see ROI. Digital marketing and digital advertising, however, can be more affordable, drive quick results, and reach wider, more relevant audiences. According to Direct Sales Marketer, email is the most cost-effective marketing form. Digital content marketing costs the price of content creation and distribution — in-house creatives may be more cost-effective than agencies or freelancers. Social media marketing can cost little to nothing, if executed well. In fact, HubSpot found 84% of marketers were able to generate increased traffic by spending as little as six hours per week on social media. Paid adverts, pay-per-click or pay-per-lead marketing can cost a little more — but marketers are able to target specific audiences and edit ads to enhance performance. According to Power Traffick, small businesses earn an average of $3 for every $1.60 they spend on Google AdWords.

Internet marketing is easy to measure

Measuring success is a pivotal part of the marketing process. Digital marketing channels enable marketers to monitor the effectiveness of their campaigns. With easy-to-use analytic and reporting tools, marketers can work out click-through rates, conversion rates, ROI and more. According to Webbiquity, 80% of marketers use engagement as a primary metric, while 56% measure traffic. Although, it is important to note that 60% of marketers state measuring ROI from social media is one of their top three challenges, according to Sprout Social. With the correct metrics and tools in place, you can ensure your campaigns are achieving the most.

Create a loyal customer base: brand visibility and user experience

According to Status Labs, 90% of searchers haven’t made up their mind about a brand before searching. And, Fundera found that 80% of customers are willing to pay more for a better customer experience. So, a positive online experience is crucial. A digital presence can help you develop loyal customers and create an engaged audience. Social media opens up a two way conversation, giving you the opportunity to build relationships with decision-makers, acquire feedback, and gain crucial customer insight. Digital advertising helps raise brand awareness, quietly working to raise your brand’s profile even when direct click-throughs and conversions aren’t being made.

The cons of digital marketing

Time-consuming

Executing a great online marketing strategy takes time. You’ll need to identify your marketing objectives and be prepared to make changes when things don’t go to plan. You’ll need to make changes as your business grows, and ensure you’re doing the right thing for your audience. You’ll need to have a team in place to manage campaigns, monitor any technology you use, and keep an eye on overall marketing performance. Ensure you have the resources in place before setting out.

Lots of competition

With so much digital activity in the B2B marketing community, it can be tough to get seen and heard. You’ll be fighting against other organizations to get to the top of search engines, make the most impressions, and run the most effective campaigns. But with an active website, hordes of information about your brand, accessible content and a quality social presence, customers and leads will be able to find you easily. You’ve got to be in it to win it!

Open to negativity

The online sphere is a great way to open up a two-way dialogue — but remember that means you’re open to negative feedback, too. Be prepared to respond to comments, receive reviews, and manage your online reputation. Be responsive and personal to ensure you keep a great online reputation. News spreads fast — so it only takes one poor review, disgruntled customer, or instance of bad service for word to get out. Ensure every digital touchpoint is designed with your user in mind to avoid negativity.

While there are pros and cons to utilizing online platforms for your business, it is crucial to remember the sheer size of digital audiences. If your marketing objectives include reaching larger audiences, then a digital marketing strategy is a must. According to Hosting Facts, there are 4.1 billion internet users world-wide. And, Statista estimates that in 2019, there are 2.82 billion active social media accounts. Ignoring the online market could be detrimental to your business. And, if you have a B2B website, avoiding digital strategies could be a barrier to increasing your traffic. Your website should be an active hub of business information — without digital platforms and strategies moving your site to the top of google and driving traffic to your pages, how are decision makers going to find you?

Webeo is a leading personalization software, creating individual website experiences for your site visitors based on the business they are from. This is revolutionary for B2B marketing — which is traditionally lightyears behind the B2C marketing community. Our online personalization works based on business IP addresses, dynamically changing website appearance, content and messaging in real-time based on the business visiting the site. Users can greet website visitors by organization name, show images that resonate with their brand, use language and present content to meet their business needs and more. Improve CRO, see clear ROI, reduce bounce rate, enhance SEO, and advance customer experience with a personal touch. Discover the power of website personalization with Webeo and book your demonstration today.

Getting more from your website marketing strategy

What is website marketing?

Website marketing can be defined as promoting your business website, getting more traffic and making more impact. It’s really as simple as that! There are a number of elements that make up an effective website marketing strategy, with multiple channels to explore. But essentially, it’s cost-effective, makes the best use of your B2B site, and creates the opportunity to reach more customers. To get more from your website marketing strategy, you should start with an analysis of your existing website — make use of available data to see what is working and what isn’t. Where are your visitors exiting your site? Which pages are slow to load? How long are users staying on your website? Then, establish who your existing customers are. This will help you identify the different groups that make up your customer base and gain an understanding of what they want to see.

Why website marketing is the cornerstone of your digital strategy

You could have the best product in the world — but if your website doesn’t reflect that, you risk losing customers. B2B websites are traditionally static, uninspiring and full of jargon. But it’s important for marketers to remember who websites are for. If your marketing objectives include acquiring new customers, maximizing existing customers, improving your brand’s reputation or enhancing your digital presence, then your site needs to be at the core of everything you do. It helps make your brand more visible, provides 24/7 access to your product or services, and creates a hub of information and content for potential customers to explore.

According to Business Insider, 40% of consumers head straight to search engines to get more information before making purchase decisions. So, ensuring your site is optimized for search engines is extremely important. SEO-friendly sites get the most back from their website strategy. SEO Hacker found that almost 90% of the world’s population only look at the first page of search engine results. And, according to New Media Campaigns, organic SEO is more than five times better than paid search ads. Consider developing an SEO marketing strategy as part of a wider website strategy. This should include:

  • Keyword research and implementation
  • Creating and posting regular content
  • Backlink building
  • Using quality images
  • Optimizing user experience               

The forgotten areas of website marketing

A website needs to be a well-oiled machine. Every visitor is a potential or existing customer, and for your business to thrive in a digital landscape, your site needs to impress your whole audience. Don’t forget to consider these crucial factors that can be make or break when it comes to visitors landing on your site.

Web design

UK Web Host Review found that 59% prefer a beautifully designed website. And, 94% won’t trust an outdated website. So, when creating a web marketing strategy, ensure you consider the way your site looks. Is it attractive? Is it easy-to-navigate? Does it look old-fashioned? If users are landing on your site and not being engaged, they’ll likely leave fast — negatively affecting your bounce rate and SEO ranking, and in turn, your online credibility. Don’t forget to create a pleasant and simple user experience — design clear calls to action and ensure gated content is easy to access, with minimal questions to answer or details to input.

Affiliate and social media marketing

According to Sprout Social, 90% of social traffic to B2B blogs comes from Facebook, Twitter and LinkedIn. So, make sure you’re regularly sharing and promoting your site via social. And, Business Insider found that affiliate marketing generates 16% of all online orders. Using platforms and third parties to link through to your brand can really help. Affiliate marketing works as an endorsement, encouraging audiences to follow the link to your website and explore your product or service. Research and build relationships with brands and influencers. A social media marketing strategy ensures brands build a follower base and utilize their own online platforms to drive traffic to your site.

Digital content marketing

Content is King. Be sure to produce high-quality, informative content to get your brand noticed. This could be in the form of online video marketing, webinars and downloadable eBooks. But don’t forget to make use of your website by ensuring your business blog is always full of shareable, engaging content. HubSpot found that organizations with blogs generate 55% more website visits than those without them. And, the more the merrier — according to Traffic Generation Cafe, once you have written 52 or more blog posts, your traffic increases by around 77%. Post regularly, make use of keywords and backlinks, and ensure content is relevant to your audience.

CRO

According to WordStream, a typical website conversion rate is about 2.35%. However, top performing websites see around 3-5 times higher conversion rates than average. But how can marketers improve their CRO? The best way to ensure visitors convert is to ensure they are seeing content that they want to engage with. That’s where personalization comes in. HubSpot found that personalized CTAs convert 42% more visitors into leads. Personalization also increases brand loyalty among millennials, according to Smarter HQ. And, Epsilon found that 80% of consumers are more likely to make a purchase from a site that uses personalization. For the ultimate website marketing strategy, personalization is key.

Using digital marketing tools for a more complete strategy

Discover some of our favorite technology to boost your business. At Webeo, we’re big believers in utilizing the latest marketing technology to take your website to the next level. Our leading website personalization software does just that. Webeo creates personalized website experiences for users landing on your B2B site, based on the business IP address they are visiting from. Thanks to a global leading database of business IP addresses, Webeo produces real time personalization for each of your website visitors. Tailor the images, content and language they see, and greet them by business name. Improve CRO, see ROI fast, improve bounce rates, and make your way to the top of the search engine. If it’s time to include personalization in your marketing plan, discover Webeo. Book your free demonstration today.

The best digital marketing software to boost your business

79% of top-performing organizations have been using automation for more than three years, according to Venture Harbour. So, if you want to stay ahead of your competition and compete with industry leaders, then you need to embrace tech to get to the top. According to Social Media Today, 75% of marketers say they currently use at least one type of marketing automation tools. And a 2015 Ascend survey found that marketers are relatively well-versed in automating email and social output 82% of organizations are using email marketing automation, and 67% are using social media marketing software. This is a great start, and sure to get you on the road to B2B success. But often, a digital marketing strategy is made up of more than just emails and social media. Discover a multitude of digital marketing tools guaranteed to boost your business.

Generating quality business leads with Lead Forensics

Every business should have a lead generation strategy in place — that’s how they grow.  According to Adestra, 39% of marketers believe improving database quality is the most important objective of a marketing strategy. Lead Forensics is an automated lead generation software that helps with just that. Liana Technologies found that more than 37% of organizations think that better quality leads are the biggest benefit of automation. Lead Forensics works by alerting users when a visitor lands on their website, so marketers can fuel sales teams with warm, engaged leads. You not only benefit from quality leads at the top of your funnel, but also gain user journey insight to aid your nurture process and help to align your sales and marketing team so they are working towards common goals. Discover the power of turbocharged lead generation here.

Manage and oversee marketing projects with Wrike

Marketers are often responsible for overseeing multiple channels, campaigns and teams at once. When there is so much to think about, and tight deadlines to manage, it is easy for productivity to slip jobs to get lost. Project management software could be your solution. 43% of marketers say that optimizing productivity is one of their most important marketing objectives, according to Liana Technologies. And similarly, Sharpspring found 35% of marketers stated it was improving campaign management. Wrike is a tool that helps align disjointed teams, track progress, and run marketing campaigns from start to finish. Allocate work, plan activities, develop communication strategies and achieve goals fast. Learn more about how it can streamline your workflow here.

Track keywords and hashtag success with Social Alert

95% of adults aged 18-34 are likely to follow a brand via social media, according to Marketing Sherpa. So, if you don’t have a social media marketing strategy in place, you are likely lightyears behind your competitors! And if you already use a tool to manage your social marketing output — how can you be sure what you are posting is engaging your audience and reaching the right people? According to Sprout Social, 61% engage with content because it’s relevant to them. Social Alert works by tracking hashtags and keywords. This way, you can find influential and active users to connect with, track your competitors, gain insight and analysis measure impressions, and ensure you’re doing it right. To start tracking keywords and hashtags, discover more about Social Alert here.

HubSpot — for all things inbound

Invespcro found 91% of marketers agree that automation is ‘very important’ to the overall success of their online marketing activities. When there are so many elements, strategies and objectives to consider, it is no surprise that automating processes plays such a vital role in marketing success. HubSpot is quite literally an automated ‘hub’ of all things inbound marketing. Helping you automate all different kinds of digital marketing, from driving more traffic to your website to implementing a content marketing strategy. 60% of content marketers create one piece of content per day, according to eMarketer — use HubSpot to create and personalize emails, publish blogs, monitor social media, and track ads all under one roof. Grow your business with an automated inbound marketing strategy and discover HubSpot here.

The power of website personalization software: Webeo

Ascend2 found that 44% of marketers find delivering personalized content the most challenging barrier to marketing automation success. In the world of digital marketing, personalization is at the core of a successful strategy. So many marketers struggle to get it right — that’s why using software to enhance personalized features can take your business to the next level. According to Liana Technologies, 68.5% of marketers think the biggest benefit of automation is improved targeting of messages. And it doesn’t stop at personalized email subject lines. Personalizing your B2B website should be embedded within your website marketing strategy. It should be the online hub of your business, and greet each potential customer as an individual, guiding them through personalized calls to action and encouraging them to make a purchase. Webeo does just this — enabling users to develop a personalized website journey based on the business they are visiting from.

Webeo is the ultimate in B2B marketing. Consumer brands are ahead of the game when it comes to individual personalization; and it’s time for B2B marketers the step it up. Edit the language you use, images displayed, layout and calls to action to ensure each visitor receives a bespoke experience they won’t forget. If users are receiving personalized content via your other marketing channels, your website needs to match. Maximize on your online marketing efforts and see increased CRO, clear ROI, reduced bounce rate and watch your site work its way to the top of the search engine ranking. Discover the power of personalization with Webeo and book your free demonstration today!

The different digital marketing channels made simple

When embarking on your online marketing journey, there is so much to consider. Start by developing marketing objectives that accurately outline what it is you’re hoping to achieve. Then, use these to fuel your marketing plan. This should consist of your goals, the way you plan to achieve them, and the channels you’ll use. As marketers, it can sometimes feel like to achieve success, you need to be across every channel. While combining multiple channels works much better than relying on just one marketing strategy, you don’t have to be across all platforms to succeed. To decide on the channels that work best for your business, it’s about conducting research, testing and being prepared to make changes while you learn what works for your brand and what doesn’t.

SEO: search engine marketing

According to HubSpot, 75% of users don’t scroll past the first page of search engine results. That’s why getting to the top of the search engine should be a crucial part of your strategy. Especially when your target audience is made up of busy business decision makers. High-ranking organizations reap the rewards of easy discoverability and an enhanced reputation, thanks to backing from Google. Plus, to get to the top, your site has to be easy-to-navigate, see a good conversion rate and low bounce rate. Post content regularly, test your site to see what works best, get keyword savvy and watch your organization skyrocket towards a strong ranking. Search Engine Land found that SEO marketing can drive ten times more traffic than social media — so don’t dismiss its importance!

PPC/CPC: understanding pay-per-click and cost per click

Pay-per-click is an online advertising model that sees advertisers pay every time a user clicks on one of their online adverts. The cost-per-click (CPC) refers to how much you pay for every user that clicks through. There are a number of different types, but the paid search is the most common. Specific keywords and search terms will trigger the ad to appear at the top of the search engine. Social Media Today found that more than 7 million advertisers invested more than $10 billion in PPC ads in 2017. And, according to Power Traffick, the top 3 paid advertising spots get 46% of the clicks on the page. To get the most out of PPC ads, ensure they are targeted and send customers to an appropriate, easy-to-navigate web page. PPC is a quality channel to consider but works most effectively alongside organic campaigns that build trust and relationships.    

Social media

Social media is one of many effective digital marketing tools that can help drive traffic to your website. Undertake some research and decide which social channels will work best for your organization. LinkedIn in typically associated with successful B2B marketing efforts. But, Lyfe Marketing discovered more than 50 million small businesses currently use Facebook Pages to connect with their customers. You don’t need to be everywhere at once, so choose your platforms carefully! According to Buffer, 73% of marketers believe their social media marketing efforts have been ‘somewhat effective’ or ‘very effective’. Make sure to plan your social media marketing strategy thoroughly. Think carefully about what to post, where you will source imagery, the correct hashtags to use, and ensure you have the resources in place to keep it consistent. Whether that’s through your own in-house marketing executive, by utilizing automation, or by outsourcing.

Email marketing

Email marketing in digital marketing is one of the oldest tricks in the book. Businesses should use the digital strategy to build relationships with recipients, showcase their products, present content, and drive traffic to their website. 93% of B2B marketers use it to distribute content, and 99% of consumers check their emails every day, according to HubSpot. So, if you don’t have an email strategy in place, you risk falling behind competitors. And, it’s popular, too — HubSpot also found that 86% of business professionals prefer to use email when communicating for business purposes. Don’t forget to implement personalization into your email strategy. According to Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened. The more opens your campaign receives, the more likely you are to make quality conversions.

Affiliate marketing

Affiliate marketing can be described as an arrangement that sees another website host a tracked link to your site, in a bid to create traffic and sales from its referral. Essentially, it is a way to build your reputation through a third party whose own website audience may require your products or services. This may be a banner ad or direct link. According to Business Insider, 15% of the total digital media advertising revenue is attributed to affiliate marketing. And, according to MediaKix, 81% of brands rely on affiliate marketing. It is a tried and tested method, so if you’re not doing it already, don’t dismiss it. Bear in mind it works best paired with multiple marketing strategies. Business decision makers do their research — so after clicking through to your site, they may well take a look at how you rank and explore your social output.

When it comes to your digital marketing strategy, website personalization is the icing on the cake. Marketers invest significant time, money and effort into implementing effective strategies across their channels — and what do they all have in common? They aim to get your target audience on your website. Once they land, their experience should be as bespoke as every marketing communication they have seen or engaged with. That’s where Webeo comes in. The website personalization software enables users to create tailored, unique experiences for each of its website visitors. From personalized greetings and eye-catching imagery to industry-specific language and relevant content, wow your potential customers. Discover the power of website personalization and book your Webeo demonstration today.

Make the most of your digital marketing campaigns

“Mediocre marketers think in terms of campaigns. Great marketers think in terms of growth frameworks.” – Neil Patel, Entrepreneur

Marketing your B2B brand is no small feat.  There is so much to consider — which digital marketing tools to use, what kind of marketing campaign to execute, and how your marketing objectives will help you reach your business goals.  It’s not only about execution when it comes to your marketing plan, either — monitoring, measuring and adapting your processes is crucial.  But how can you ensure you get the most out of your marketing strategies?  It’s unlikely you’ll get it perfect first time — like most things in marketing, it includes an element of trial and error.  Before you start, set some time aside and get researching.  Discover what your options are, consider your budget and outline your goals.  Let’s explore some of the channels to include in your campaigns.

What to include in your campaigns

When detailing a digital marketing campaign, be sure to think about it in terms of your wider strategy.  Look at the bigger picture and consider what you want to achieve.  Outline who your audience is and establish the best channels to reach them.  Then, it’s time to get creative.  Campaigns should be fun, creative, innovative and aim to reach a goal.  No idea is a bad idea, and sometimes the best and most successful campaigns are a little more ‘out there’.  Consider a combination of channels to support your campaigns.

Online marketing

Today, internet marketing can’t really be avoided. It’s not a new concept, but it is always evolving.  It’s estimated that 57% of the population are internet users.  So, even if you’re a traditional marketer who prefers print advertising and word-of-mouth marketing to digital strategies, you’re missing out if you lack an online presence.  According to HubSpot, over half of smartphone users have discovered a new company or product while conducting research on their phone.  This dramatically impacts the way businesses should think about their digital advertising, and the assets and content they create.  Optimize your site for mobile so users get a great experience, no matter where they view your site.

SEO

According to Blue Corona, 93% of online searches start with a search engine.  And, Google is responsible for 94% of organic traffic.  So, if your brand isn’t easy to find on Google or other search engines, then you could be missing out on valuable website visitors.  Consider developing an SEO marketing strategy to help you make your way to the top of Google.  Select keywords carefully, post content regularly, ensure your site is fast loading and is engaging users.  Remember, the better quality your website, the more likely you are to improve things like bounce rate and CRO.  These significantly help get you to the top, too!

Social media marketing

According to Smart Insights, 80% of companies online are under the impression that they deliver exceptional social media customer service, while only 8% of their customers say that they agree.  Implement a customer-focused social media marketing strategy and run regular, varying campaigns.  Create attractive imagery, make use of video and moving image assets, use engaging language and link back to your website as much as possible.  Everything you post should support your brand values — so make every word count.  Don’t forget to utilize content, respond to enquiries and engage with your audience, too.  Two-way conversation is pivotal to social success.

Digital content marketing

According to CMI, content marketing is one of the best ways to promote a business.  It helps position you as an industry thought leader, and fuels your teams with helpful, insightful content to use throughout your sales pipeline.  When developing content marketing campaigns, think carefully and creatively about what you want to get out of it.  In B2B marketing in particular, content holds so much value. Campaigns should be well-thought out, give your customers the knowledge they need and draw users back to your website where possible.  Create downloadable assets, utilize email marketing and encourage followers to share across social.

Common digital marketing mistakes to avoid

Now you know what to include, here are some handy tips on what you should avoid.  Don’t get stuck in your ways when it comes to conducting campaigns — regularly review your campaigns and don’t be afraid to try something new.

Relying on a single channel

A successful strategy should run across multiple platforms.  Build brand awareness, get in front of more potential customers, and create more opportunities to wow prospects across the online sphere.  According to Invesp, 95% of marketers say they know how important multichannel is for targeting — however, only 73% say they have a strategy in place.  Consider combining a creative content marketing strategy with an effective website optimization strategy — watch as they complement each other’s performance and take your reputation to the next level.

Lack of measuring

While digital marketers are usually target driven, too often they don’t value the importance of making small changes to their campaigns and learning from mistakes.  In busy marketing teams, it’s easy to implement a campaign with a tight deadline, move onto something else and quickly forget about it.  But instead, ensure you have the resources in place to monitor, measure, adapt and manage all of your campaigns.  This way, they can make changes throughout the course of the campaign and maximize on results.

Impersonal marketing

Personalization is central to all marketing campaign success.  Mass marketing is out — and decision makers are demanding a more personal approach.  Identify your audience carefully, either through segmentation or ABM, and tailor your campaigns to meet their specific needs.  This needs to span every channel and all marketing communications — from emails through to your website.  That’s where Webeo comes in.  Our website personalization software is the icing on the cake when it comes to marketing campaigns.  It ensures that every digital touchpoint is personalized to your website visitors, enhancing their experience and improving the outcome of your campaigns.

Webeo works based on business IP address, so when a visitor lands on your site, the appearance and content will change based on where they are visiting from.  Impress dream customers, wow existing clients, and give first-time visitors a reason to return.  Discover the power of personalization and get the most out of your digital marketing campaigns with Webeo. Book your demonstration today!