by Elizabeth Hines | Apr 23, 2019 | Blog, Content Marketing, Marketing
As the purchasing landscape increasingly skews younger, you need to think about how to improve your visual content to satisfy buyers’ preferences.
Highlights:
- Audiences increasingly prefer visual content.
- Optimize visual content for search engines by including text.
- Use graphics to make data pop.
Digital natives, who make up the majority of today’s B2B purchasing landscape, are highly steeped in online content. And, it may come as no surprise, they overwhelmingly prefer visual presentation, whether in video, infographic, animation, or gif format. What does this mean? Supply chain marketers need to adapt or be left behind.
While this doesn’t mean that text-based marketing is a thing of the past, it does mean that all your branded content — from blog posts to infographics to case studies to video — needs to be design-minded and visually appealing. These five suggestions will help improve your visual content game.
5 ways to improve your visual content
1) Optimize for search engines.
The biggest downside to visual content such as videos and infographics is that they aren’t searchable in the way that text-based content is. But this doesn’t mean that you need to lose out on the SEO benefits when publishing this type of content.
First off, it pays to post a text transcript with video or accompanying explanatory text with infographics and images. It’s also important for you to categorize and organize your visual content, which means labeling visual assets like logos and images with relevant keywords. When publishing them, be sure to tag images with keywords.
2) Make data interesting.
Common sense tells us that reading a bunch of numbers is far less compelling than seeing numerical data presented graphically. B2B marketers are in a prime position to make use of attractive data presentation, such as charts, graphs, animated images, or other formats to display your numerical data.
3) Create reusable graphics.
If you’re investing in visual content creation, it pays to consider how it can be reused. For example, when creating an infographic, consider how you can break it up into multiple graphics, each containing a set of statistics or other information. This way, you can add these smaller graphics to other pieces of text content, boosting engagement and adding visual appeal.
Additionally, keep in mind that visual snippets are ideal for posting on social media, as teasers, or even self-contained Instagram or Facebook Stories.
4) Keep your branding consistent.
A key point with visual content creation is consistent branding. Your brand’s visual presentation includes fonts, colors, font sizes, image styles, and anything else that is a visual indicator of your identity.
The first step to consistent branding is to document visual guidelines clearly and to distribute them to all content creators, along with samples for their use. Each time you publish visual content, make checking against the guidelines part of your editorial process.
5) Use visual content to tell a story.
Good content marketing is all about presenting information in a story format. Great content marketing also packs emotional resonance. When creating visual content, start with the idea of telling a story. Ideally, you’re presenting data in a way that communicates a feeling and elicits an emotional response from the viewer. If your data is impactful, your viewers will forge an emotional connection with your brand.
How are you trying to improve your visual content?
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by Elizabeth Hines | Apr 17, 2019 | Blog, Marketing, Marketing Automation
Chatbots are a must-have lead generation and customer service tool for supply chain businesses in 2019.
The newest generation of B2B buyers is increasingly dominating the two-way conversation between marketers and buyers. They prefer to gather purchasing information on their own — overwhelmingly via online searches, vendor websites, and peers and colleagues — rather than talking to sales representatives. They are unsubscribing from marketing emails at alarming rates, citing over-communication as the number-one reason why. And they are using messaging platforms to speak directly with brands when they have questions or problems.
At the same time, buyers are demanding more personalized communications, faster response times, and an improved, cohesive user experience on all of a vendor’s digital channels.
All these factors are driving the growing popularity of chatbots as a lead generation and customer service tool. But, at Fronetics, we think it’s time to stop viewing them as a trendy communication mechanism and more as a necessary part of a supply chain operation’s marketing strategy.
Chatbot applications for the supply chain
I’ve written before about the impressive implications that automation has for supply chain marketing & sales efforts. (HubSpot reports that businesses using marketing automation receive a 451% increase in qualified leads.) At Fronetics, we’re seeing chatbots as one of the most successful and easy-to-implement marketing automation tools in the current marketplace.
Chatbots are relatively inexpensive, inherently low-maintenance, and surprisingly user-friendly — to both the buyers interacting with them and the vendors setting them up. They help website visitors find the information they need quickly, while gathering user data that is useful in marketing and sales efforts, all without taxing human resources. In fact, Chatbots Life reports that businesses can save up to 30% of costs associated with servicing customer requests by using a chatbot.
Millennials, in particular, appreciate the quick, easy, and unobtrusive communication option that chatbots offer. And, as we all know, this generation comprises an increasing percentage of the B2B purchasing landscape. In a crowded marketplace, vendors that offer a pleasing user experience will have the competitive edge when it comes to winning business and growing a base of loyal customers.
A real-life example
We are recommending chatbots to clients because we have seen firsthand how effective they can be. I’ll give you an example from our own experience at Fronetics.
We recently implemented a chatbot on our website that we synced with my calendar, allowing users to schedule a time to speak with me about our services. I am not exaggerating when I say that within 24 hours, we had a lead come through the bot. I spoke with that lead at the time he scheduled, the next morning, and delivered a proposal to him the next day.
Chatbots are here — in a big way. If you’re not using one, your competitors certainly are (or will be soon). Having a chat mechanism on your website will soon be the difference between winning more business and missing out… if it’s not already.
This post originally appeared on EBN Online.
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by Elizabeth Hines | Apr 16, 2019 | Blog, Content Marketing, Marketing, SEO, Video Marketing
With the growing popularity of video, it’s harder for video posts to rank in search results. Here’s what marketers need to know about SEO and video posts.
Highlights:
- When choosing your video hosting platform, it’s important to consider the reasons why you want your videos to rank, such as lead generation or brand awareness.
- Spend time crafting an engaging video title and description and make sure to use keywords audiences are actually searching for.
- Don’t solely rely on optimizing your video to receive placement on search engines. It’s just as important that the rest of the page is optimized for SEO.
Video transcript:
I’m Ulrika Gerth, and I’m the Content Writer and Strategist at Fronetics. Today I’m going to talk about what you need to know about SEO and video posts.
So video SEO is simply optimizing your video to be indexed and rank on the search engine results pages, like Google.
In the last few years, video marketing has become more and more popular among businesses and it’s easy to see why. It’s cost effective and easy to produce. But with the explosion of video, it’s also become much harder to get ranked on universal search results.
Here are a few ways to optimize your videos.
1. Pick the best platform.
When choosing your video hosting platform, you need to consider the reasons why you want your videos to rank. Are you optimizing your video to gain traffic and generate leads? Or are you more interested in thought leadership and brand awareness?
2. Make the video engaging.
The video thumbnail is what searchers will see when your video is indexed, and therefore it plays an important role in whether they will click on your video.
3. Pay attention to the title and description of your video.
Just like they do for a blog post, the title and description play a role in ranking videos. Spend time crafting an engaging video title and description. Make sure you do keyword research so you use keywords people are actually searching for.
4. Ensure the rest of your page is relevant to the video and optimized for SEO.
You can’t rely only on optimizing your video to receive placement on search engines. It’s just as important that the rest of the page is optimized for SEO, or the search engines won’t bother to crawl it in the first place.
For more information, visit fronetics.com.
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by Elizabeth Hines | Apr 11, 2019 | Blog, Content Marketing, Current Events, Logistics, Marketing, Social Media, Supply Chain
Content marketing is no longer optional. It’s essential in creating brand awareness, educating audiences, and building credibility. Here’s a look at the biggest digital marketing trends for 2019.
Highlights:
- The content marketing industry is expected to be worth more than $400 billion by 2021.
- Video is currently the most popular form of content being consumed online today.
- Peers and colleagues are the third most influential source of information for B2B purchasing, right behind online searches and your website.
A recent article by Forbes on content marketing notes: “As recently as a few years ago, marketers handled content mostly as a side project. It was more of a bonus than an essential role — something you did when you had time because it took a backseat to more traditional marketing projects and responsibilities. That’s changed.”
Boy, has that changed. The content marketing industry is expected to be worth more than $400 billion by 2021.
The 2018 report from the Content Marketing Institute shows just how prevalent digital and content marketing is, and how essential it has become to creating brand awareness, educating your audience, and building credibility and trust with your customers.
Supply chain & logistics marketers: Trends to watch
So, where is content marketing headed in 2019? Marketing budgets are still on the rise, and supply chain and logistics companies are increasingly seeing the value in moving to an inbound marketing strategy driven by original content.
These are the six notable trends to consider when planning your 2019 content marketing strategy.
1. Video
Video is currently the most popular form of content being consumed online today, and video marketing will continue to have substantial value in 2019.
Smart supply chain marketers should start the new year by developing a visual storytelling strategy that offers consistent delivery of valuable content.
What’s your best bet? Be helpful and teach your audience something worthwhile to them.
2. Chatbots
The rise of chatbots – automated computer programs that simulate human conversation in messaging apps – is expected to continue in 2019. Business Insider recently reported that the number of people on messaging apps surpassed the number of users on social networks!
Chatbots are just one of the ways artificial intelligence will shape the content marketing landscape in 2019, but their ability to drastically increase customer engagement puts them on the short list for a major trend to watch in the coming year.
3. Voice search
Voice search is becoming an increasingly prevalent means of attaining information. Statistics vary, but it’s expected that anywhere between 30-50% of all searches will be voice searches by 2020. A recent report by NPR and Edison Research found that the rise of smart speakers is substantially changing consumer routines and purchasing behavior.
A good content marketing strategy for 2019 should consider how your customers might use voice search in your industry, and what you can do to maximize your content’s ability to respond.
4. Long-form content
I love this one, because it harkens back to humble beginnings of content marketing and the desire to put informative, quality content in front of a targeted interested audience.
Long form content – white papers, case studies, and lengthier blog posts e.g. – will have a resurgence of renewed appreciation in 2019. Why? Because many industries, including supply chain and logistics industries, are saturated with tons of mediocre short form content. People are increasingly looking to weed through it all for substantial quality posts from trusted sources. In addition, search engines will favor longer posts in results rankings.
Cheers to 2019 being the year of quality over quantity!
5. Brand ambassadors
We wrote about brand ambassadors as we headed into 2018, but they are worth mentioning again as we look forward to 2019. Brand ambassadors are employees that influence the B2B buying decisions of others, and they are an often-overlooked resource with more traditional marketing tactics.
Peers and colleagues are the third most influential source of information for business to business (B2B) purchasing, right behind online searches and your website! And there’s nothing more credible than a friend who speaks highly of their company’s product or service.
Definitely consider how you can help make brand ambassadors out of your employees in 2019.
6. Market Influencers
The final trend to watch in 2019 is influencer marketing, a form of marketing which focuses on influential people rather than the market as a whole.
Basically, marketers identify individuals who might have influence over potential buyers and create marketing campaigns and activities around these influencers. In many ways, this works similarly to a brand ambassador, where a single person influences their network of friends; in this case, however, the market influencer has a large network and a lot of “friends” who listen.
Influencer marketing will be a huge trend in marketing for 2019, and it would be worth considering who might be an influencer in your industry in the coming year and what your company might do reach them.
So, there you have it. As we head into 2019, these are the trends to watch and plan for in content marketing space.
The B2B buying climate is growing longer and more complex, and content marketing is so effective throughout the entire sales cycle if it’s done well. The end of the year is a great time to revisit your marketing strategy and make any necessary changes for the coming year.
This post originally appeared on EBN Online.
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by Elizabeth Hines | Apr 10, 2019 | Blog, Logistics, Marketing, Social Media, Supply Chain
We want to hear from you!
The supply chain and logistics industries may have taken longer to jump into the social media game, but those companies that are leveraging these platforms are seeing positive effects on their business.
An industry survey conducted by Fronetics found that while 100% of respondents have used social media for five years or less (36% for one year or less), more than two-thirds (68%) have already realized results. That begs the questions: which networks are they on? What’s working? What’s not?
Fronetics is, once again, conducting a survey on social media use within the supply chain and logistics industries to help answer these questions – and to determine if changes have taken place since the previous survey. That’s where you come in: we need your help to get the latest information on how companies like yours are using social networking for business purposes.
If your company is part of the logistics or supply chain industries, you are invited to take the survey. It should take less than 5 minutes of your time. Responses will be reported in aggregate, and no identifiable information (individual or company) will be shared with anyone.
Responses are due May 31, so act now so your voice is heard. Provide your email address, and we’ll share the results so you can see how your company compares to the industry at large.
by Elizabeth Hines | Apr 9, 2019 | Blog, Content Marketing, Marketing, Social Media, Video Marketing
If you’re trying to build a YouTube audience, you’ll need equal parts strategy, creativity, concision, and valuable subject matter.
Highlights:
- Strategy and creativity are top priorities.
- Keep content short and sweet for maximum impact.
- Offer value to your audience rather than a sales pitch.
An increasing percentage of search traffic is perusing YouTube for information, advice, and education. That makes the platform ideal for getting in front of prospects looking for products and services like yours.
But I’ve seen a lot of B2B marketers getting YouTube wrong. The good news is that the problem is usually that they’re trying too hard — and not in the right ways.
To effectively build a YouTube audience that will eventually become leads and, hopefully, customers, you need to be distributing video content that showcases your organization’s expertise in an approachable way. Here are some simple rules for how to go about that (without barking up the wrong tree).
(Made with Canva)
4 ways to build a YouTube audience
1) Be disciplined about your content schedule.
When it comes to publishing content on social media, when you post is nearly as important as whatyou post. YouTube is no different. Creating and sticking to a consistent schedule for posting new content essentially trains your audience and lets them know when they can expect to hear more from you.
Creating video content consistently doesn’t need to feel like reinventing the wheel. First off, videos should be part of your content calendar in the same way as blog posts, case studies, and other forms of content. You don’t need to create brand new material for each video. Take a high-performing blog post and re-package the ideas into video content.
2) Get creative.
Creativity for B2B companies is all about striking the right balance between entertaining presentation and informative, high-quality content. Think about approaching the information you want to convey in a different way. Can you use a different medium (like animation) or interview two subject-matter experts together if your one-on-one interviews are feeling stale?
There are plenty of technologies available today that will help you create exciting, engaging video content relatively cheaply. Or you could always consider outsourcing your videography.
3) Keep it short.
While we’ve seen recent growth in long-form YouTube content, for most B2B marketing purposes, shorter videos are far more effective. Of course, this is good news in that producing shorter videos can be less time-consuming and costly. But I cannot emphasize enough the importance of quality over quantity here.
[bctt tweet=”A 1- to 2-minute video of high-quality, well-edited content will get far more engagement (and be more successful in helping you build a YouTube audience) than 15 minutes of lecturing or poorly executed, complex animation.” username=”Fronetics”]
A 1- to 2-minute video of high-quality, well-edited content will get far more engagement (and be more successful in helping you build a YouTube audience) than 15 minutes of lecturing or poorly executed, complex animation. If you have a lot of footage about a certain subject, consider releasing a series of shorter videos.
4) Don’t make video a sales pitch.
Content marketing is inbound marketing, and video is no different. Countless studies have shown that increasingly buyers prefer informative, valuable content to blatant sales pitches.
This doesn’t mean that your content shouldn’t be branded, but it does mean that your focus in creation and execution needs to be what you can offer your audience, rather than you’re asking from them.
Use your video content to address specific concerns or answer questions that are relevant to your target audience. It’s simple: if you give something of value, you will build a YouTube audience that could eventually become your leads and customers.
What have you been doing to build a YouTube audience?
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