The art of B2B website design

If you are one of the marketers that still think only content is important for a B2B website, it is high time to re-evaluate your approach. Over the past few years, marketing experts have been stressing on the importance of a "sales-ready website design".

As the buyers have grown more independent, the recent studies have shown that the vendor website is the topmost source of their information. Moreover, the website is visited throughout the sales cycle. And, B2B cycles can last a long time. In such situation, user experience forms a crucial part of the purchase decision.

Ask yourself the following questions regarding your website -

•  Can your visitors easily find the information they are looking for?

•   Is it aesthetically appealing for the visitors?

•   Does it offer an interactive user experience?

If you have answered 'No' to any or all these questions, you need to redesign your website to be more friendly to your prospective customers.

How to Draw Traffic from Search Engines Other than Google

Google might be the major player in driving organic traffic to your website, but you cannot disregard the credibility of other search engines for effective digital marketing.

Even if your website is currently faring well in terms of ranking and traffic, there is no telling when it will get adversely affected due to a core update from Google. It might take a long time to for your website to recover from a major update. In such cases, you can continue to draw traffic from other search engines until you mitigate the cause of drop in Google traffic.

Also, as majority of businesses focus on Google, you will face less competition on the alternate options. Let us have a look at these options, and how you can draw from them -

Bing

Bing focuses on verbatim keywords, i.e., it'll show results for the exact keyword a user has searched for. As with Google, keyword stuffing will not work, but placing optimized keywords in title tags, meta descriptions and introductory paragragphs will help ranking.

Bing is more lenient than Google when it comes to mobile-friendliness. As long as your content is of high quality, you can rank well even if your website is not mobile-friendly.

As Bing gives importance to page authority, your older pages can bring more traffic here than on Google.

DuckDuckGo

This search engine may not yet be as sophisticated as Google and its many ranking factors, but they are similar in many aspects.

Intent-based keywords, sound technical SEO, relevant and useful content, and quality backlinks are they key factors to draw organic traffic from DuckDuckGo.

YouTube

With the number of active users in billions, YouTube is a great source to drive traffic to your website. The volume of traffic will depend on the quailty of your videos, and how well you optimize for keywords in the video title and description.

Conclusion

When it comes to SEO, it is more than risky to put all your eggs in one basket. Other than Google, search engines such as Bing, DuckDuckGo and YouTube can prove valuable sources for increasing your traffic. You can take help of website SEO services to make sure that your web pages follow the guidelines for the major search engines and draw increased organic traffic from them.

TSL Consulting Pvt Ltd is an integrated marketing company based in India. We offer customized outbound marketing, inbound marketing, digital marketing and data profiling services to a wide spectrum of small and mid-sized organizations.

Why You Should Follow Your Competitors on Social Media?

The title might sound counter-intuitive to your purpose, after all why should you contribute to the followers list of your own business adversaries? However, not doing so will lead you to miss out on useful insights that will ultimately boost your business.

Let us see why following your competitors should be a part of your social media marketing strategy -

Find out what does (and doesn't) work -

Let us start with the obvious. Your competitors‘ social media is a gold mine for analyzing what is working out for them, so that you can apply those ideas to your strategy as well. Analyze the audience they are targeting, so that you can uncover any niche you have missed out on.

Get an idea of content you should post

Posting quality content is one of the foremost challenges in digital marketing.

A study of engagement level on different types of posts will give you an idea of the type of content, and the content format that your target audience expects from you.

Find ways to increase your visibility

Hashtags are amongst the most useful ways to increase the visibility of your content, and ultimately, your brand. Keeping an eye on the hashtags your competitors are using will let you pick up on any important hashtag you might have previously missed.

See how you can interact with your own followers

Social media is more than a platform to promote your brands and solution. It is a way to build long-lasting relationships with your followers and industry peers. Analyze the strategies your competitors use to increase customer loyalty, so that you can modify your own approach to your followers, if necessary.

Conclusion

While following your own competitors might seem counterproductive, it can yield useful information that will help your social media efforts. You can get a fresh perspective on your own strengths and drawbacks, so that modify your strategy accordingly.

TSL Consulting Pvt Ltd is an integrated marketing company based in India. We offer customized outbound marketing, inbound marketing, digital marketing and data profiling services to a wide spectrum of small and mid-sized organizations.

5 Digital Marketing Mistakes to Avoid in 2020

With a discipline that is proving to be volatile with every passing year, it is easy to make mistakes in an effort to increase your brand awareness. These slips can cost you a lot, even if your product or service is as good as any in your chosen market.

Let us have a look at the digital marketing mistakes that you must avoid at all costs in this year and beyond -

Not focusing on target audience

The importance of identifying and approaching the right target audience is not unknown. However, many marketers think that they are only limiting themselves to a particular niche by doing so. They aim at attracting a larger audience, but this strategy can lead them to following the wrong leads who cannot benefit from their solution.

By narrowing down your target audience and identifying their challenges, you can send them focused messages that elicit a better response.

Undermining your website

In a bid to reach out to the target audience on the increasing number of social media platforms and their own inboxes, many businesses tend to neglect their website. More and more users are turning toward online search for any service they need, and your website is the top source of finding out about your identity as a brand and whether you can help them solve their business challenges.

More than being just aesthetically appealing and user-friendly, make sure that your website properly conveys your brand message and provides avenues for interested prospects to engage in further communication with you.

Using Clickbait Content

An increased click through rate is undoubtedly a desirable metric for businesses, and it is tempting to use clickbait subject and head lines to achieve it. However, doing so only adversely affects the credibility of a business in the eyes of customers.

Ensure that the content's headlines makes it abundantly clear for your target audience what they are going to find inside. This will not only help you to maintain trust and credibility, but also generate regular visitors and leads with good content.

Underestimating Personalized Communication

The advantages of a more personalized approach toward your customers have been around for a long time, but many businesses ignore such communication. Even something as simple as wishing them on a festive day, or making them an offer based on their previous purchase can go a long way to inculcate brand loyalty.

Ignoring SEO

For many businesses, SEO is still all about stuffing keywords in the landing pages to increase search engine ranking. However, the continual updates to Google algorithms seek to root out such websites. To rank in 2020, you will have to focus on publishing quality, authentic content that will genuinely be helpful for your target audience.

Conclusion

It is common enough to make mistakes in digital marketing, however, these can be easily avoided with an in-depth knowledge of your target audience and smart content that aims to help them solve their business challenges.

TSL Consulting Pvt Ltd is an integrated marketing company based in India. We offer customized outbound marketing, inbound marketing, digital marketing and data profiling services to a wide spectrum of small and mid-sized organizations.

Outbound Marketing Vs Inbound Marketing : Which One Should You Choose in 2020

For years, inbound marketing and outbound marketing have been pitted against each other for their distinct approach and effectiveness. Even in 2020, B2B marketers are divided into choosing one strategy for their marketing ventures.

To make the right choice, you need to completely understand the exact differences and advantages offered by both these strategies. Let us find out what they are -

The most basic difference between the two lies in their approach to the prospects. Outbound marketing is where you actively seek out prospects to generate interest in your product or service, while inbound marketing lets the customers approach you.

With outbound marketing, you are targeting prospects who are not looking for any solution. Inbound marketing, on the other hand, involves targeting prospects who are actively seeking a solution for their business needs.

Simply put, inbound marketing takes the subtle approach where you attract users' attention with the help of relevant and helpful content in the form of blogs, social media posts, podcasts, newletters and many more.

Outbound marketing follows a more direct method of targeting prospects with telecalling and trade shows.

Both these approaches come with their own set of pros and cons. Outbound marketing is seen as more intrusive and costly, while inbound marketing does not interfere in the prospect's schedule and offers a more long-term ROI. On the other hand, outbound marketing is the quicker way to put your solution in front of a large audience base.

With inbound marketing, you can face a lot of competition as opposed to outbound marketing, as your prospects are actively searching for a solution and will be looking into other brands as well.

Conclusion

Both inbound and outbound marketing are effective strategies of generating qualified leads. There is no right answer when it comes to choosing the right strategy. The choice will depend on your marketing needs, goals and budget. In fact, rather than selecting one, you can adopt a mix of both strategies to get the best of both worlds.

TSLConsulting Pvt Ltd is an integrated marketing company based in India. We offer customized outbound marketing, inbound marketing, digital marketing and data profiling services to a wide spectrum of small and mid-sized organizations.

Why is Inbound Marketing Important for Your Brand in 2020 and Beyond

Unlike outbound marketing, the inbound marketing strategy takes the path of presenting your product or service to potential consumers only when they find themselves in need of it.

There has been a long-standing debate on the effectiveness of both these strategies. Many marketers believe the somewhat traditional approach of cold calls and emails, followed by outbound marketing, to be obsolete and even intrusive to some extent.

While both these techniques have their own merits and fetch desirable results when used correctly, inbound marketing can bring you a lot of benefits, especially in the new decade.


Content marketing, SEO, social media marketing form an integral part of an inbound marketing strategy. Until a few years ago, certain keywords in your content would suffice to bring it to the top of SERP results. Now, however, Google prioritizes content that is of high-quality, actually provides some value and is relevant for the user, and comes from an expert and trusted source.


So, how will this benefit your inbound marketing efforts? If you are following Google guidelines and publishing quality content, you will find yourselves higher in the search results; making it easier for consumers to find you when they are searching for the service or product provided by you. Thus, the increased traffic can give you more chances of successful conversions.


Content creation is a top priority in the inbound approach. Thus, you can focus on churning out content that will build your brand awareness and establish you as an authority in your service domain, especially through LinkedIn marketing. This can go a long way in building credibility and trust in the eyes of your consumers.


Also, with the online nature of the inbound strategy, you have more chances of reaching new markets and a wider audience. Not only does this strategy can bring you more leads and conversions, but with a focus on customers service and engagement, it also helps you build long lasting relationships with your existing customers.


Conclusion
Inbound marketing deals with attracting and converting leads by informing and educating them. By creating great content and offering a superior customer experience, you can make your brand stand out and bring in quality leads that are more ready for conversion.

TSL Consulting Pvt Ltd is an integrated marketing company based in India. We offer customized outbound marketing, digital marketing and data profiling services to a wide spectrum of small and mid-sized organizations.

Top Demand Generation Strategies to Achieve the Desired Outcome

Demand generation may sound similar to lead generation, but is quite different and comes with its own set of challenges. Essentially, demand generation is nothing but conducting highly targeted marketing programs to build brand awareness, generate the interest of viable leads and guide them through the sales funnel.

Here are some demand generation strategies that can help you gain the maximum returns -

Host Live Events and Webinars

Such events are the best option to meet your potential customers in person. You can provide them a firsthand account on how your solution can benefit the prospects’ business. Moreover, most of the attendees to these events are likely to have buying authority. This can lead to a shorter sales cycle.

If you cannot host live events, you can team up with big names in your industry to conduct webinars. This will tremendously help you in building brand awareness and establish valuable connections with industry influencers.

Give Away Free Material

Create a free tool or demo that will give your prospects an idea of how it can solve their problem. You can even give away educational material like ebooks and infographics. Doing so will help your prospects trust you and make it easier for them to come back to your website and solution.

Create Quality Content

Creating relevant and useful content is more important than ever before. Regularly posting content in different formats, and on multiple channels helps your prospects learn about your solution, brand, and your expertise in the industry.

Use Email Marketing Strategy Effectively

Email marketing is a powerful marketing tool. You can use emails to generate interests in your prospects about your product or service. It is also a great way to keep your existing customers in the loop about your brand and offer incentives to ensure customer loyalty.


Conclusion

Demand generation is one of the most effective ways to build brand awareness and bring in quality leads. By identifying your target audience, you can conduct targeted marketing activities that will fetch the right leads that turn into revenue-generating customers.

TSL Consulting Pvt Ltd is an integrated marketing company based in India. We offer customized outbound marketing, digital marketing and data profiling services to a wide spectrum of small and mid-sized organizations.