by Fronetics | Jan 17, 2019 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
Blogging should be a central part of your content marketing strategy. Here are our top tips for creating and sustaining a successful supply chain blog in 2019.
Highlights:
- Blogging needs to be a central part of your content marketing strategy.
- Focus on quality over quantity.
- Make all posts mobile-friendly.
It’s the start of a new year and the perfect time to start setting goals and strategizing how to achieve them. Hopefully, blogging is a big part of your strategy for 2019 — after all, supply chain companies should make blogging a central part of their content marketing strategy for all kinds of reasons.
[bctt tweet=”At last count, users share 27 million pieces of new content on social media every single day. Twenty-seven million!” username=”Fronetics”]
Making your supply chain blog stand out from the pack isn’t always easy. That’s why we created the infographic below. Read on for our top 5 supply chain blogging tips for 2019.
5 tips for your supply chain blog
(Made with Canva)
1. Set clear goals
We know, this one sounds obvious. But you’d be surprised how often marketers overlook this seemingly simple step or settle for general, vague goals. It’s true that blogging can have all kinds of positive impacts for the supply chain, but that doesn’t mean that you should just be blogging without a clear, documented set of goals specific to your business.
Whether it’s growing your email subscriber base, boosting organic traffic, or generating more qualified leads, having specific goals in mind when you set your blogging strategy is key. For one thing, it lets you target your efforts and generate content that is focused on achieving a specific result or set of results. Furthermore, having objectives allows you to be far more effective in evaluating your results, including measuring blogging ROI, and tweak your strategy accordingly.
What are your top three goals for your supply chain blog in 2019? Let us know in the comments!
2. Make quality top of mind
Ponder this for a minute: At last count, users share 27 million pieces of new content on social media every single day. Twenty-seven million. In a world of skyrocketing quantity, quality is ever-more important. There’s a huge amount of pressure on supply chain marketers to produce a constant stream of content, but the sad truth is, if you’re not producing high-quality, substantive content, you’re wasting time and energy.
For supply chain companies in particular, it’s crucial that every piece of your content be well-researched, clearly written, focused, and trustworthy. We know that producing consistently high-quality content isn’t easy, but, trust us: if you invest the time and energy to make your content stand out, you will see the results. To get you started or keep you focused, check out our guide to creating good content for logistics and supply chain marketers.
3. Be on the alert for changes
Particularly when it comes to search engine optimization (SEO), changes happen fast these days. In August of 2017, Google updated its algorithm, continuing a set of changes we’ve been watching for a while now. Voice searches are becoming increasingly prevalent, and researchers estimate that by 2020, 50% of all searches will be voice queries.
As these changes continue to happen, it’s crucial that your strategy is lithe and flexible, ready to adapt to a quickly shifting climate. This means keeping abreast of conversations going on in the industry, following blogs you trust and respect, as well as tracking your own results, and being alert to changing trends.
4. Keep it mobile-friendly
You don’t need researchers to tell you: people are increasingly receiving and reading content on their phones. Whether it’s social media, emails, or blogs, mobile usage continues to skyrocket as devices become more and more ubiquitous and user-friendly.
What does this mean for supply chain blogs? Of course, your website needs to have a visually attractive and accessible mobile version, but it’s also helpful to think about your blog posts in terms of how they appear on a phone. Keep your posts skimmable, with plenty of subheadings to orient the reader, and absolutely include video whenever possible.
5. Make sure your systems are up to date
We keep coming back to the reality of the rate of change these days. It can be exhausting and overwhelming for marketers to keep pace. Take the opportunity of the new year to make sure all your blogging-related tools are updated and running the current software.
As you’re keeping your tools fresh, it’s also a good time to make sure your procedures are running smoothly and are at a pace with the current marketing climate. This means evaluating responsibilities and results within your team, ensuring that your editorial calendar is serving you well, and taking a look at your data collection and reporting methods.
Bonus: What not to do in 2019
These might seem obvious, but again, you’d be surprised how may marketers fall victim to these blogging “don’ts.” We figured it bore repeating.
- Don’t: attempt to post content that doesn’t reflect your business’ “comfort zone.” Stick to what you know, and do it well.
- Don’t: copy and paste text or images from other blogs. Using other content for ideas is great. Copying it verbatim is verboten.
- Don’t: post at irregular intervals. Creating a content schedule and sticking it is key to establishing a loyal following and boosting your credibility.
What goals do you have for your supply chain blog this year?
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by Fronetics | Feb 19, 2018 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
Search engines are evolving, and these changes will have big impacts on how searchers find your content. Here are 7 changes that will affect your SEO.
Internet users are changing how they search, and in response, search engines are changing how they rank content. Newer, more sophisticated algorithms have had big impacts on SEO rankings and the changes haven’t stopped there. Search engines are working around the clock to improve how content ranks for their users. Google and Bing want to ensure its readers are getting the quality content they deserve.
What does this mean for your SEO? It can be very challenging to understand all of the factors that go into a search engine’s algorithm for rankings. Google has over 205 factors that play a part in determining where you content lands in a search and they’re always changing. Instead of worrying about all of those components, here are 7 changes that have big impacts and are easy to integrate into your content.
7 search engine changes you need to know: infographic
Changes to the way search engines work do present a challenge for content creators writing for SEO. But keeping pace with the ever-changing technology is key to keeping your content relevant. Keeping these 7 key changes in mind, content writers can work to integrate these changes into their new content, as well as update older content.
Ultimately, the best way to improve your SEO is through your content. Quality content that is valuable to your target audience should be your biggest priority. With good content and keeping these 7 changes at the forefront, you will be able to optimize your posts and increase the likelihood internet searchers will find them.
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by Fronetics | Jan 25, 2017 | Blog, Content Marketing, Marketing, Strategy
To stay relevant following Google’s mobile-first approach, marketers need to examine their company’s mobile user experience.
Marketers, take notice: Google’s announcement that it is experimenting with a “mobile-first” search index is a reminder to examine your website content and configuration. The message from the search engine giant is clear: Now is the time to enhance your company’s mobile online experience.
A mobile-first society
The future is pointing toward increasing mobile device use. In 2015, mobile traffic accounted for more than half of internet traffic, and that percentage is growing. Google reported that more searches take place on mobile devices than on desktops. In response to this trend, Google’s new algorithms will rank mobile-friendly web pagers higher in search results than desktop pages.
These days, it’s pretty much a given that your clients and customers own a mobile device and use it quite often in their professional lives. Your site needs to meet the expectations of the viewer, which is to access content easily via mobile. If you fall short of this, you’ll lose credibility and, ultimately, income.
What do B2B marketers need to do?
Google currently uses two indexes to rank search results, 1. desktop pages and 2. mobile pages. If Google makes good on its promise to have a mobile-only index, websites optimized for mobile use will get higher billing at the top of search results, leading to more clicks, more brand recognition, and, ultimately, more sales.
Marketers need to prepare now to ensure a prominent place in Google’s search results. Here are three tips on how to do that.
- Develop a strong working relationship with your webmaster — they are in the experts on the technical side and can keep you abreast of updates and trends in website optimization.
- Conduct an audit of your websites to check for SEO. Use a website such as http://responsivedesignchecker.com/ to give you real-time feedback.
- Become familiar with these three methods of web development:
- Responsive web design – allows website pages to adapt to whatever size screen the viewer is using.
- Dynamic serving – the server responds with different HTML (and CSS) on the same URL depending on the user agent requesting the page
- Mobile-only URL – each desktop URL has an equivalent different URL serving mobile-optimized content
Check here to see how your site is configured.
Google’s tips
Google offers tips to webmasters to make their sites mobile-first. If your site is already optimized for mobile with RWD or is a dynamic-serving site, you shouldn’t need to make any adjustments. But if not, work with your webmaster on the following:
- Serve structured markup for desktop and mobile versions
- Make sure your site is accessible to Googlebot
- Verify both desktop and mobile sites in Google’s Search Console
Should your business website be optimized for mobile searching? The short answer is undoubtedly yes.
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by Fronetics | Jan 18, 2016 | Blog, Content Marketing, Marketing, Strategy
Improve your content marketing strategy in 2016 by following these six tips.
We know that content marketing is a highly effective tool for companies of all shapes and sizes, be they B2C or B2B. (If you’re not using inbound marketing, here are five reasons why you should be.) But, considering this strategy takes considerable time, effort, and resources, are you getting the most out of your efforts?
Long gone are the days when a weekly blog and vague presence on social media will cut it — 2016 is calling for a diversified content marketing strategy that speaks to today’s sophisticated consumer base.
Here are 6 ways to improve your content marketing strategy in 2016:
1) Be mobile-friendly.
Google announced in May 2015 that the number of searches on mobile devices has now surpassed those conducted on desktops in the US. And we know that reality isn’t limited to personal Internet use. Evidence suggests B2B buyers are increasingly using mobile devices to do research, make inquiries, and purchase products. If your website isn’t mobile-friendly, your company is missing out the significant share of customers who demand mobile-optimized content. What’s more, Google now penalizes non-mobile sites in searches, meaning your website will fall further below the fold, as more companies cater to smartphone screens.
Here’s how to make your supply chain website mobile-friendly.
2) Diversify your content.
A blog for which you provide regular, original content is an excellent start . But, unfortunately in this day and age, it’s not enough. Offering content in different formats provides a richer experience for your leads, adds depth to your brand identity, and allows you to reach and connect with more consumers. There are a dizzying number of options out there, including podcasts, slideshares, videos, graphics, ebooks, and whitepapers, to name a few. Choose a couple that fit your brand best, and see where they take you. Which leads me to…
3) Do video.
Video is not just for funny cats and cover artists anymore — it’s the most popular form of content being consumed online. YouTube is the second largest search engine in the world, with more than one billion users conducting over 3 billion searches per month. What’s more, the number of videos uploaded to Facebook has increased by 94% over the last year, with more than 50% of Americans who use Facebook daily viewing at least one video per day. Some brands have capitalized on this trend. (See the Budweiser puppy commercial, viewed over 30 million times.) But there is a lot of potential there for businesses in all industries — a little creativity and some time and effort adding video to your content marketing suite could really pay off.
4) Tug at the heartstrings.
There’s a reason the Budweiser puppy video has enjoyed so much success: we love a feel-good story. An ad that evokes strong emotions makes us associate those feelings with the brand. Studies show that emotions play a leading role in B2B purchases, too, and your content marketing should leverage that idea by telling great stories and by promoting the value you offer. Content that tells a great story connects people to your brand on an emotional and intellectual level, helping earn their trust and loyalty. Similarly, by touting figures that illustrate the value your company offers its customers — like money saved, convenience, or top-of-the-line performance — you remind people what it is you can do for them. And there’s no better way to win hearts (and leads) than reminding them what they’ll get out of your relationship.
5) Focus on relationship marketing.
HubSpot identifies relationship marketing as the #1 game-changing marketing trend to tackle in 2016. While this term largely falls under the CRM umbrella, it can play an important role in your content marketing strategy as well. Providing existing customers with custom-tailored content and information shows that you understand their needs, and it makes communications infinitely more personal. You’re not just blasting out some mass communication that ignores the facts that you know about your client — for example, a mass email titled “Baby it’s cold outside!” to a client based in Florida. Modern technologies like geo-targeting and CRM software make personalizing content and communications much easier, but it will still take extra time and resources. That’s the (absolutely worth-it) cost of long-term, loyal customers earned through relationship marketing.
6) Seek professional help.
Even if you’re part of the 58% of companies that handles content in-house, a little help from the experts will only improve your results. Hiring an SEO-savvy copywriter, for instance, can impact your bottom line. Or working with a firm like Fronetics can help you develop and execute a content marketing strategy designed to grow brand awareness and to meet your specific business goals. Here are six other digital and content marketing tasks to outsource. A fresh perspective from outside your company may be just what your marketing efforts need to excel in 2016.
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When it comes to marketing we work with our clients to create and execute strategies that drive success and elevate their brand position within the industry. Unlike other firms, we align marketing programs with business objectives and, through a data driven approach, are able to deliver results with a targeted ROI. Our team is comprised of strategists, marketing professionals, writers, designers, and experts in social media. Together we leverage our experience to increase brand awareness, position our clients as thought leaders, drive meaningful engagement with prospects and customers, and help businesses grow. Learn more about what we do.
by Fronetics | Sep 21, 2015 | Blog, Marketing, Strategy, Supply Chain, Website Development
Last updated: November 18, 2024
Having a mobile-friendly website isn’t just an option in 2025 — it’s a necessity. With mobile devices accounting for over 60% of web traffic and search engines increasingly considering mobile-friendliness in results, supply chain businesses can’t afford to neglect the mobile user experience. This guide will walk you through the essential steps to optimize your supply chain website for mobile users in 2025.
Why Mobile-First Matters More Than Ever
The shift to mobile-first design has been dramatic over the past few years. Users now expect seamless experiences across all devices, and search engines prioritize mobile-friendly websites in their rankings. A poorly optimized mobile site can lead to:
- Higher bounce rates
- Lower conversion rates
- Decreased search engine rankings
- Reduced customer trust
- Lost business opportunities
Essential Mobile Optimization Strategies for 2025
1. Implement Responsive Design 2.0
While responsive design has been around for years, modern implementations require more sophistication. Your website should:
– Use fluid grid systems that adapt to any screen size
– Implement dynamic typography that scales properly
– Utilize container queries for more granular control
– Employ adaptive loading patterns based on device capabilities
– Leverage CSS subgrid for complex nested layouts
2. Optimize Performance
Speed is crucial for mobile users. Focus on these performance metrics:
– Aim for a Core Web Vitals score in the top 75th percentile
– Keep First Contentful Paint (FCP) under 1.8 seconds
– Ensure Largest Contentful Paint (LCP) occurs within 2.5 seconds
– Maintain Cumulative Layout Shift (CLS) below 0.1
– Optimize Time to Interactive (TTI) to under 3.8 seconds
3. Embrace Progressive Web App (PWA) Features
PWAs continue to bridge the gap between web and native apps. Implement:
– Offline functionality
– Push notifications
– App-like navigation
– Home screen installation
– Background sync capabilities
4. Focus on Touch-Friendly Navigation
Mobile users interact with their devices differently than desktop users. Ensure your design accounts for:
– Touch targets of at least 44×44 pixels
– Adequate spacing between interactive elements
– Gesture-based navigation options
– Easy-to-reach navigation elements
– Clear visual feedback for interactions
5. Optimize Media for Mobile
Media optimization is crucial for mobile performance:
– Implement responsive images using srcset and sizes attributes
– Use next-gen image formats like WebP and AVIF
– Employ lazy loading for images and videos
– Optimize video delivery with adaptive bitrate streaming
– Consider reduced motion preferences
6. Implement Smart Content Prioritization
Mobile users need quick access to essential information:
– Use progressive disclosure techniques
– Implement collapsible sections for lengthy content
– Prioritize critical content above the fold
– Use accordion patterns for complex information
– Consider implementing content parity with context
Advanced Mobile Optimization Techniques
1. Leverage AI-Driven Personalization
Modern mobile experiences can benefit from AI:
– Implement predictive loading based on user behavior
– Use AI to optimize image compression
– Employ machine learning for content recommendations
– Utilize AI-powered chatbots for mobile support
– Implement smart search with natural language processing
2. Focus on Mobile Security
Security concerns are paramount for mobile users:
– Implement biometric authentication options
– Use HTTPS everywhere
– Enable two-factor authentication
– Implement Content Security Policy (CSP)
– Regular security audits for mobile-specific vulnerabilities
3. Optimize for Voice Search
Voice search optimization is increasingly important:
– Implement structured data markup
– Focus on conversational keywords
– Optimize for featured snippets
– Ensure fast loading times for voice results
– Create voice-friendly navigation options
Testing and Monitoring
Regular testing is crucial for maintaining mobile optimization:
Tools to Use:
- Google Mobile-Friendly Test
- Chrome DevTools’ Device Mode
- GTmetrix Mobile Testing
- Real Device Testing Labs
- User Session Recording Tools
Metrics to Monitor:
- Mobile conversion rates
- Page load times on different devices
- Mobile-specific bounce rates
- User engagement metrics
- Mobile search rankings
Common Mobile Optimization Mistakes to Avoid
1. Neglecting Mobile Forms
Keep forms short and simple
– Use appropriate input types
– Implement auto-fill where possible
– Provide clear error messages
– Use smart keyboards for different input types
2. Poor Touch Targets
– Avoid placing touch targets too close together
– Make buttons and links easily tappable
– Provide clear visual feedback
– Consider thumb zones in design
– Test with different hand sizes
3. Ignoring Mobile Context
– Consider user location and context
– Optimize for on-the-go usage
– Account for varying network conditions
– Design for different lighting conditions
– Consider device capabilities
Future-Proofing Your Mobile Strategy
As we move forward in 2025, consider these emerging trends:
– 5G optimization opportunities
– Augmented Reality (AR) integration
– Foldable device compatibility
– AI-driven personalization
– Enhanced privacy features
Conclusion
Mobile optimization is an ongoing process that requires regular attention and updates. By implementing these strategies, you’ll create a mobile-friendly supply chain website that not only meets current standards but is also prepared for future developments. Remember that mobile users have different needs and expectations than desktop users, and your website should cater to both audiences effectively.
Regular testing, monitoring, and updating your mobile optimization strategy will ensure your business website remains competitive and provides an excellent user experience across all devices. As mobile technology continues to evolve, staying current with best practices and emerging trends will be crucial for maintaining a strong online presence.
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