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Mastering the Digital Space: Top tips for B2B website SEO
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For B2B businesses, a well-optimised website is a crucial marketing asset. It helps generate leads, builds brand visibility, and drives sales. However, standing out in the crowded digital space requires more than just a professional-looking website. Effective Search Engine Optimisation (SEO) is key.

Here are top tips for enhancing your B2B website’s SEO:

  1. Keyword Research: Start with thorough keyword research to understand what your potential clients are searching for. Use SEO tools like Google Keyword Planner or SEMrush to identify relevant keywords with high search volumes. Remember, focus on long-tail keywords which have lower competition and are more targeted.
  2. Quality Content: Once you have your keywords, create high-quality, useful content around them. Informative articles, industry insights, case studies, and how-to guides can attract and engage your audience, driving organic traffic. Ensure your content is regularly updated to stay relevant.
  3. On-Page SEO: Optimize your website’s on-page elements. Include your keywords in title tags, meta descriptions, and headers. Use alt tags for images, ensure URLs are SEO-friendly, and maintain a logical structure with internal linking to improve your website’s navigability.
  4. Mobile Optimisation: With the rise of mobile searches, having a mobile-optimized website is a must. Ensure your site has a responsive design, loads quickly, and offers a user-friendly experience on mobile devices.
  5. Backlinks: High-quality backlinks signal to search engines that your site is a trusted source of information. You can earn backlinks by creating valuable content, guest posting on reputable sites, or partnering with industry influencers.
  6. Technical SEO: Regularly conduct technical SEO audits to check for issues like broken links, slow page load times, or duplicate content that could be hurting your search rankings. Also, ensure your website is secure (HTTPS) as search engines favour secure sites.
  7. Local SEO: For B2B companies with a local client base, local SEO is crucial. Ensure your business is listed on Google My Business, and consistently maintain NAP (Name, Address, Phone Number) consistency across online directories.
  8. Analytics: Finally, use analytics tools like Google Analytics to track your SEO performance. Monitor metrics like organic traffic, bounce rate, and conversion rate to understand what’s working and where you need to improve.

In conclusion, effective SEO requires a strategic approach that combines keyword research, quality content, on-page and technical SEO, mobile optimisation, backlink building, and continuous performance monitoring.

By implementing these tips, you can enhance your B2B website’s visibility, attract more potential clients, and boost your bottom line.

SEO is a long-term investment, but the returns in terms of increased visibility and lead generation can be substantial.

If you’re on the hunt for SEO solutions for your business, check out the Digital Marketing Solutions Summit.

OPINION: Reshaping marketing with generative AI: A new era of creativity and personalisation?
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In an era defined by digital disruption, the marketing industry stands on the brink of a transformation driven by generative artificial intelligence (AI). As a technology capable of creating original content and making predictive analyses, generative AI promises to reshape marketing strategies, creative processes, and customer engagement in profound ways.

One of the most transformative applications of generative AI in marketing lies in content creation. AI algorithms can generate an array of marketing content, including product descriptions, social media posts, blog articles, and even video scripts, significantly accelerating content production and reducing its associated costs. Moreover, AI can tailor this content to target specific audiences or individuals, enhancing relevance and engagement.

This personalisation extends beyond just content. Generative AI can help marketers create highly personalised customer experiences, tailoring every touchpoint to the individual customer’s preferences, behaviours, and needs. For example, AI can generate personalised product recommendations, offers, and messages that resonate with the customer on a deeper level.

Predictive modelling is another promising application of generative AI in marketing. AI can analyse historical and real-time data to predict future customer behaviour, market trends, and campaign performance. These insights empower marketers to make informed, proactive decisions and to adapt their strategies dynamically.

Moreover, generative AI can revolutionise the creative aspect of marketing. AI tools can generate design concepts, logos, and promotional graphics, providing marketers with a starting point for their creative processes or helping them create diverse content more efficiently.

AI can also optimise ad placements by predicting which channels and times would yield the most engagement, ensuring more effective use of advertising budgets. Furthermore, it can generate A/B testing scenarios, allowing marketers to identify the most effective approaches quickly.

However, the integration of generative AI in marketing is not without challenges. These include ethical considerations around data privacy, potential depersonalisation of customer interactions, and the risk of AI-generated content lacking the authentic human touch.

In conclusion, the potential of generative AI to transform the marketing industry is enormous. By harnessing this technology, marketers can create more engaging content, deliver personalised customer experiences, and make data-driven decisions more efficiently. The successful marketers of tomorrow will be those who embrace generative AI today, using it not as a replacement for human creativity and intuition, but as a powerful tool that enhances these qualities.

In the hands of innovative marketers, generative AI is not just a disruptor but a catalyst for a new era of creativity, personalisation, and strategic marketing.

B2B buyers value 3rd party interactions more than those with digital suppliers
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B2B buyers report that they value third-party interactions 1.4x more than digital supplier interactions, according to new Gartner data.Its survey of 771 B2B buyers conducted in November and December 2022 revealed some third- party interactions, such as reading customer references or reviews and consulting directly with third-party experts, are better suited to provide customers with value affirmation.

“Buyers want to feel confident throughout their purchase journey, and third-party sources can help get them there,” said Rick LaFond, Director Analyst in the Gartner Marketing practice.

The survey showed YouTube as the top social media channel to influence a recent B2B purchase decision, followed by Facebook, Instagram, Twitter, LinkedIn and TikTok (see Figure 1).

 

Figure 1. Social Media Platforms Informing Recent B2B Purchase Decisions

Source: Gartner (June 2023)

“Social channels are extremely under leveraged platforms for B2B brands,” continued LaFond. “Marketers can go beyond using social channels for flashy short-form videos promoting brand values to truly demonstrate how the brand supports different customer needs and pain points across various stages of the buying process.”While third-party interactions are top of mind for B2B buyers, a supplier’s digital channels still can have a large impact on the purchase process. When asked to identify which digital supplier interactions were engaged during a purchase decision, B2B buyers identified a supplier’s website as the most leveraged channel, followed by the supplier’s social media channels, an online search for the supplier and the supplier’s interactive tools (e.g., product recommenders, price calculators).

“Brands do not need to have their social strategy solely rely on third-parties,” said LaFond. “The data clearly shows that buyers are approaching social from a holistic buying perspective.

“Brands’ digital experiences must improve if they are so far down the list of what customers value. Most B2B CMOs are probably not tapping into the return of third-party interactions despite the weight they carry in serving as information sources for their buyers.”

Cost of living crisis impacting how marketing teams allocate PR budgets
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40% of PR professionals don’t expect their budgets to grow in 2023, with 1 in 4 (25%) admitting that they are seeing their PR budgets reduce.

When also asked to estimate the overall marketing budget being invested into PR, the majority (25%) answered they were seeing around 5%, with just 10% of respondents stating that up to 50% of their marketing spend was being invested into public relations activity.

The 2023 JBH PR Report – undertaken by the Manchester based digital PR and SEO agency JBH – surveyed 155 agency and in-house PR professionals.

Survey responses for the report were collected between February-March 2023, with some of the most notable takeaways from the report being:-

  • Just one in three (33%) of PR’s report to their clients/company on backlinks
  • One in six (17%) of PR’s are paying for editorial coverage for their clients
  • 70% of respondents say volume of coverage is the primary KPI in PR activity
  • Online and broadcast tops the list as the most desired form of coverage from brands and clients
  • The most common techniques implemented by PR’s in 2023 are proactive PR, reactive PR, and feature pitching
  • More than half (53%) of PR professionals admit that they are finding it more difficult to secure coverage through their pitches and campaign outreach in 2023 compared to previous years
  • More than two fifths (42%) of PR’s are confident that the headcount within their team will increase this year

Jane Hunt (pictured, above), CEO of JBH, said: “There’s no denying that 2023 is proving to be a trying time for those of us operating within the marketing industry. Budgets are under more severe scrutiny than ever before, and every penny counts when it comes to being able to prove the huge value that we know well executed PR activity can have for brands and clients.

“By collecting and understanding how others in the industry are tackling campaigns, outreach and measurement in the current climate, as well as their general experiences of the industry, it is our hope that The JBH PR Report gives PR’s at all levels a deeper understanding into the approaches being taken by their peers.”

More in depth information and analysis of The JBH PR Report can be found here: https://jbh.co.uk/state-of-pr/

‘Pantry p*rn’ is the latest retail social media trend – Here’s how to make it work
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Rachael Kiss, Marketing Manager at home and catering supplier Alliance Online shares six ways in which retailers can capitalise on the ‘pantry p*rn’ trend in 2023…

In a nutshell, ‘pantry p*rn’ is a trend where people showcase their aesthetically-pleasing pantries on social media. This kind of content is proving particularly popular on TikTok, Pinterest and Instagram, and essentially depicts well-stocked and neatly organised pantries in users’ homes.”

Pantry tours are certainly not a new phenomenon, but it appears that the trend has got a second wind in 2023. Here’s how you can use the phenomenon to boost sales.”

1. Understand the trend

Getting to grips with what the pantry trend is all about, and why it is so popular at the moment, is crucial. In my opinion, this type of content is resonating with so many because it is aspirational, inspirational and ultimately aesthetically pleasing. This is something which retailers can tap into when marketing their products and creating content.

It’s also important to understand who is interested in pantry content. Recently, searches for the term ‘dream pantry’ are up 100% year on year on Pinterest. According to the social media platform, females aged 25-30 are the core demographic.

Finally, investigate the peak seasons of interest for pantry products and content. Based on Google Trends data, there is continued interest related to the topic of pantries, but it spikes in the colder months (from September to March).

2. Consider your stock 

Analyse your stock to determine which of your products may fit into the “pantry p*rn” aesthetic, and therefore will appeal to consumers interested in the trend. Products typically involved in the trend, with a high search volume on Google, include pantry shelves and pantry storage, such as baskets and jars to store food in.

Don’t be afraid to think outside the box for ways in which your products could allow someone to create their dream pantry. For example, the pantries on social media tend to have a neutral colour scheme – do you stock paint which would work for this? Labels for produce are also frequently seen within the trend, something which craft companies can use to their advantage.

3. Create a targeted page on your website 

In order to capitalise on the high search volume related to pantry content, create a page on your website designed to gain traffic and drive sales.

For example, the page could be a ‘guide to pantry p*rn’, which can include links to relevant products and calls to action throughout the copy. Format the page as a guide explaining how to aesthetically organise your pantry, and include images.

Consider taking new product photos which reflect the trend. If a customer is browsing for something to make their pantry look like their aspirations, showcasing a product in this environment will make it much more appealing.

4. Optimise your content to increase traffic

After creating content about pantries on your website, ensure that it is optimised to give it the best chance of ranking well within the Google search results.”

Conduct keyword research to uncover what people are searching for, then edit headings and copy so that they are used naturally throughout. For example, popular terms with high search volumes in the UK include:

  • Storage ideas

  • Cupboard storage ideas

  • Pantry shelving”

Including internal and external links, within the page in question, will also have SEO benefits, as well as making the content easy to read for customers.

Use social media to your advantage

#pantrygoals has more than 261 million views on TikTok and there are 259 thousand posts on Instagram containing the hashtag #pantryorganisation. Clearly, this is a trend which has taken social media by storm. So, if you’re looking to promote your products, or simply gain brand awareness by providing content related to pantries, social media is the best means.

We know that there is an active interest in pantries on these platforms, so organic content should work well to showcase your offering. You also have the option to run paid-for ads if you really want to get in front of the target consumer.

Bear in mind that platforms such as TikTok ban certain words that may be used in your content and could get your video taken down. The word “p*rn” will likely fall into this criteria, so avoid using it at all costs.

Be mindful of potential backlash

There’s nothing wrong with enjoying getting a sneak peek into a well-organised and ultimately satisfying pantry. However, well-performing pantry content tends to showcase a fully stocked pantry of food, in a plethora of neatly organised jars. Be mindful to avoid promoting overspending on both food produce and containers, which could be damaging for your brand’s image – particularly in light of the cost of living crisis.

Image by CSU-Extension from Pixabay

CX Solutions Summit: Your key to success in 2024
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As a leading brand communications professional you’re invited to attend the CX Solutions Summit, which will provide you with a rare day of networking, learning and connection building.

Taking place on 19th October at the Hilton London Canary Wharf, this unique event will enable you to lay the groundwork for your organisations’ customer experience strategy for 2023 and beyond.

And what’s more, the Summit is completely free to attend – benefits include:

  • A personalised itinerary of meetings with solution providers who match your requirements
  • Attendance to a series of seminar sessions hosted by industry thought leaders
  • Informal networking with peers
  • Hospitality – A place at the buffet lunch and refreshments throughout

You’ll be joining 45+ senior CX professionals from the likes of:

Look Ahead Care & Support Ltd, Hyve, Reydon Sports PLC, Brent Council, House Of Commons, West Sussex County Council, Hanson Wade, Novartis, with many more due to book.

Register for your free place here or for more information, click here.

Do you specialise in Web Analytics for marketers? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in July we’ll be focussing on Web Analytics solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Web Analytics and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk.

July – Web Analytics
Aug – Conversion Rate Optimisation
Sept – Digital Signage
Oct – Brochure Printing
Nov – Creative & Design
Dec – Online Strategy
Jan 2024 – Content Management
Feb 2024 – Lead Generation & Tracking
Mar 2024 – Email Marketing
April 2024 – Digital Printing
May 2024 – Social Media
Jun 2024 – Brand Monitoring

Apple ‘looking to break free from iPhone dependence’ with Vision Pro MR device
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Apple’s much-awaited Vision Pro headset is a beta device to see if it can emerge from its iPhone dependence, according to a leading analyst.

The Vision Pro, which was unveiled this week at Apple’s WWDC event, is aimed at developers with immersive use cases geared towards productivity, enterprise, and entertainment.

Anisha Bhatia, Senior Technology Analyst at GlobalData, said: “Apple’s 34 million+ active developer community will be key here, as will be cross compatibility with apps from iPhone, iPad, and MacBook platforms. This headset is expected to boost demand for associated augmented reality (AR)/virtual reality (VR) games, apps, and services, a category growing in importance to Apple’s bottom line.

“Apple is marketing the headset as an extended display – hence the name Vision Pro – steering away from any mention of the Metaverse, which Meta has seized in recent times. This is a first-gen product, and Apple is playing a long-term game. The availability of Disney’s huge content library on the Vision Pro for a full immersive experience is a plus, as is the alliance with Unity for 3D content. VR and AR headset sales and active headset engagement have been disappointing, but Apple is sitting on a pile of cash and can attract early adopters. GlobalData forecasts annual revenues from AR headsets to reach more than $30 billion by 2030, making this a market ripe for innovation.

“The Vision Pro’s $3,499 sticker price will inhibit adoption, but Apple is not looking to make money off this product just yet. Apple’s entry into this segment will garner mainstream attention for mixed reality hardware, the likes of which only Apple is capable of. The Vision Pro is Apple’s attempt at cracking open the extended reality (XR) door to create an addressable market with iterations of Vision Pro in the years to come.”

UK consumers demanding more curation of the ads they see
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Consumer demands for curated ads from trusted brands is prompting retailers to tap retail media opportunities and open up new revenue streams from monetising their first party audiences.

That’s according to the latest research from ADvendio, which surveyed over 1,000 UK shoppers to show the impact of customer engagement via traditional advertising was diminishing, with respondents saying they ignore over half (56%) of digital advertising they see, while 54% of search ads also go unnoticed by UK consumers.

And this diminishing engagement is being caused by unpersonalised and poorly targeted advertisements and engagement strategies; 68% of shoppers say they often received ads from retailers and brands that are unpersonalised or irrelevant, and 74% report they regularly receive ads for products they aren’t interested in.  A further seven in ten (68%) also said they frequently get served content digitally that’s not relevant to them.

And, because consumers are experiencing poor quality ad experiences with 3rd party brands, they are now wanting curate content and personalised ads served to them by the retailers they are already loyal to. Half (50%) of those polled said they would like to receive highly curated, personalised advertisements and brand communications from the retailers they already shop with, rising to 65% of Gen Z and 62% of Millennials.

And, with two fifths (38%) saying they would be most likely to buy from a product recommendation they received from a retailer they already regularly shopped with, this is prompting retailers to adapt how they leverage and monetise their own first party data and audiences.

Commenting in ADvendio’s latest report ‘Where the Retail Media opportunities lie in 2023’, IGD’s Global Insight Leader, Toby Pickard, said: “This is a significant opportunity for retailers to enhance their collaboration with suppliers, unlocking new opportunities for revenue and profitability as they win over marketing spend from ‘traditional’ media like digital, out of home or broadcast.  The ability to influence shoppers before they start shopping, when they get to the store or website and at the virtual or real shelf – or ‘prime, prompt, purchase’ as Tesco puts it – is a powerful one as it enables brands to focus marketing spend on particular groups such as current shoppers, lapsed shoppers, competitor shoppers or possible shoppers.”

Bernd Bube, Founder and CEO of ADvendio, added: “Diminishing returns on traditional media ad spend, cookie depreciation and engagement levels on social media and PPC plateauing prompting lower ROI on what were previously lucrative channels is proving a perfect storm for retail media.  Those retail businesses with strong data sets realise they have a great position to benefit from this digital marketing crossroads.  Not just representing a sizable revenue opportunity, Retail Media Networks are changing the role of the retailer into media powerhouses, offering opportunities for advertisers and 3rd party brands to reach and influence highly-engaged and conversion-ready consumers.”

UX support remains top requirement for brands as skills gap widens
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Major brands are struggling to find people with user experience (UX) skills and are searching globally to plug the gap.

That’s according to the latest Marketers Most Wanted report, which found that chief marketing officers and brand owners from some of the world’s largest companies are on the hunt for people and agencies with good UX skills.

The report, which monitors the actual briefs posted by chief marketing officers (CMOs) and brand owners on the Studiospace platform, found that UX made up 16.9% of briefs. This is a two point increase from the previous report and means UX tops the list for the second month in a row.

“The demand for UX skills is simply outstripping supply,” said Studiospace CEO Pete Sayburn (pictured, above).“There just aren’t that many people with the right mix of skills you need to be a UX designer. As a result, we are seeing a lot of demand and brands are taking a global approach to hiring agencies.”

Another skillset high on the list for CMOs is social media with 15.5% of requests, compared to 11.9% last month.

“Marketing teams are handling a growing number of social media channels and are hiring agencies just to stay on top of it all,” added Sayburn. “We are also seeing demand for specific campaigns as well as videos, graphic design and copywriting.”

The survey found that demand for creative and production dipped slightly from 13.4% to 11.3%, moving from second into third place. Meanwhile, brand strategy remained fourth with 8.5%.

There was also a new entry for proposition design, coming in at joint fifth with software development on 8%.

“Major companies are looking to innovate and want to engage with tech specialists to do this,” said Sayburn. “In the current climate, budgets are tight but brands are exploring green and sustainability focused projects and want to work with engineers and designers to make changes to their core businesses. This trend has led to a number of briefs in the area of ‘proposition design’.”

The Marketers Most Wanted survey is published monthly and is based upon the actual briefs posted by CMOs and brand owners onto the Studiospace platform.

You can read the full report and further analysis by visiting the Studiospace blog.