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Published on Tuesday 24th of November 2015
The top 6 questions to ask yourself when performing your company’s website audit
I meet owners of Small Medium Enterprises (SMEs) on a weekly basis and the very first thing I do is look at their company’s website. Websites are indicative of how much focus your company puts into marketing, both online and offline. Nowadays, your company’s site acts as the window to your brand’s soul, so it is worth performing a regular website audit to make sure you are obtaining optimal site ROI.
Let me suggest a few questions to allow you to perform a quick website audit and to determine whether or not your company’s site is “healthy”. Please answer the following questions by saying “yes” or “no”:
- Does your company’s website generate enough weekly or monthly inquiries?
- Would a person who lands for the first time on the site understand in 1 minute what you offer and why they should do business with you?
- Have you changed your web design in the last two years?
- Do you develop new, original content for the site on a regular basis?
- Is your company’s site mobile-friendly?
- Do you track and measure how your site is doing?
If you answered “no” to at least two of the above questions, you should consider investing more in marketing activities to increase your company’s website ROI and to start bringing in additional prospective clients.
If you would like my advice, contact me and I’ll be happy to perform a website audit for you.
Published on Tuesday 6th of October 2015
Tips for successful online lead generation and what it can mean for your business.
Websites have come a long way from the online brochures they once were. Beginning as catalogues, websites quickly evolved into information and knowledge providers. Savvy business owners then began creating e-commerce sites. Social media giants took it a step further by using websites as communication and community building tools. Websites continue to evolve. Through the years, one common theme remains. The most important roles of a website are, and have always been, to further online lead generation and to create demand.
Nowadays, having a website is an essential part of your business’s marketing efforts, but online lead generation should be the ultimate goal of your cyber endeavors. After all, there’s no better way to reach out to potential clients than by having a website that impresses upon first glance. Chances are, you’re already investing in your website’s design and the necessary technology to keep it up-to-date. Although these are essential elements of a good website, they won’t further B2B lead generation on their own.
Read on to learn more about the three main tactics that contribute to increasing leads for your business:
Make your website easy to find through Search Engine Optimization (SEO)
Through a targeted SEO strategy, your website will benefit from a higher ranking on search engines like Google and will receive more attention (i.e., visits, reads & clicks). Some of these clicks will turn into leads. Establishing a successful SEO strategy is a complex process. Start by choosing the right keywords for your business. Once you’ve picked your keywords, infuse them naturally into your content. Don’t sweat it if you don’t see results immediately, as it sometimes takes several weeks or months for websites to rank highly on search engines.
Engage your audience with a focused, relevant message which provides value to them
Prospective clients will spend more time on a website that is informative and relevant to their needs. If you have a focused positioning message that flows well and is engaging for your audience, your website will achieve a higher ranking and will attract and convert additional traffic into business inquiries and leads. When creating content for your website, ask yourself what potential clients want to know about your solution and explain it to them in a clear manner. Once prospective customers have gotten to your website, if they find the content to be well-written and well-structured, chances are you will see a surge in online lead generation (i.e., inquiries).
Improve your online B2B lead generation with authentic content
One thing search engines love is authentic content. And if search engines are happy, this means that your website is much more likely to attract more traffic and generate new leads. Show potential clients that your products and services stand out from your competitors’ by offering something new and different when they click through your pages. Use catchy headlines, well-written, original text and offer a fresh perspective on industry trends and challenges. Unique content isn’t limited to the website’s text (though this is essential) but also includes the website’s design, videos, forums, podcasts and infographics. A stylish, original design in line with your company’s branding not only consolidates your business’s image but will enhance your visitors’ experience, ultimately building trust and increasing online lead generation.
Once you have optimized your company’s website for search engines, crafted a focused message and ensured the content you display is authentic, you will be ready for increased unique visitor rates, daily relevant web enquiries and more time spent on your website by potential clients. Online lead generation may take some restructuring of your website but it is well worth the effort.
Ready to get more web enquiries and increase your B2B lead generation? Contact us to see how we can assist you in making it happen today!
Published on Thursday 3rd of September 2015
Taking your B2B branding to the next level with a modern corporate logo design.
On September 1st, Google introduced its new logo and corporate identity.
|Google's Old Logo||Google's New Logo|
Many of you may be wondering: "Why change your logo when your existing brand has such worldwide recognition?" Google explained its motivations in a detailed blog post but the reasoning can be summed up as follows: the Google of today isn't anything like the Google of 2013, when Google last changed their logo. Google's new branding reflects recent changes in their offering and positioning strategyas well as their vision for the future of the company. Is it time for your company to adjust its corporate logo?
See whether it is time for a logo refresh by answering the following questions:
Was your logo updated in the last 18 months or so?If your logo looks old-fashioned, your clients will wonder whether your company and its offering are antiquated too. In order to avoid appearing obsolete, your logo should follow design best practices which emphasize simplicity and clarity as well as responsiveness. Is it time to change your corporate branding?
Does your logo reflect your evolution? Your organization has introduced new features, products and services due to new strategies and trends in your target market, but what about your logo? As a key item of your corporate branding, your logo should reflect what you do and why you do it in the present, not the past.
Do you feel that your target market trusts your branding? Companies go through different phases in their life cycle. They become mature and experienced in their field. Sometimes they enter into a crisis or build their reputation in an area that does not match their image. Changing your corporate branding can revive your target market's perception of your company and demonstrate your "real image."
If the answer to any of these questions is no, then it's time to consider investing in fine-tuning and refreshing your corporate logo.
One example of a recent successful logo refresh is eXplorance. In the past year, eXplorance grew significantly with an expanding international clientele, a series of new products, and improved methodological processes. As part of their new corporate branding, eXplorance launched an energized version of their logo and explained in their press release the reasoning for that change.
|eXplorance's Old Logo||eXplorance's New Logo|
With the new logo, eXplorance was able to strengthen their identity as an innovative market leader.
Are you in need of a logo refresh? Contact Direct Objective to develop a logo that reflects your corporate identity.
Published on Tuesday 28th of July 2015
In our current highly driven social media society (with nearly 2.1 billion active users) marketing is no longer a one-on-one process. It has now become the art of getting approval from the people that are most influencing your market and your targeted clients. One segment that most SMEs neglect is that of technology analysts.
Why are technology analysts so important? They act as a strategic source of information for the entire industry. Technology analysts provide your clients with accurate statistics, targeted recommendations, as well as reviews of innovative products and services within the industry. These reports are used by your industry buyers to strategically shorten the purchasing process.
How can SMEs "grab" technology analysts' attention? Either they make a big splash through an expensive and flashy marketing campaign (though this is not a guaranteed way to draw analysts' attention) or they build analyst relations through vendor briefings. Most SMEs cannot afford a flashy campaign which is why they rely on the latter. During vendor briefings, IT vendors have the opportunity to present their products and services to technology analysts. If they successfully communicate the innovativeness of their solution, technology analysts may choose to include the SME in their industry report.
There are four major benefits to being incorporated in an analyst's industry report:
- Selling more. Analyst recommendations (and industry reports) shape the thinking of technology buyers. Potential clients will be more likely to consider your firm if you have been publicly recognized by an analyst.
- Building and establishing a company's credible reputation. In today's highly competitive market, it is challenging for young companies to compete against those who have 10 or 15 years experience and a long client list. By using technology analysts and vendor briefings, companies may increase their chances of building a solid, reputable name for their business.
- Achieving more positive press coverage. An analyst quote may strengthen and help shape the thinking of journalists. The media plays an important role in influencing the buyer's action towards a certain product or service. If the solution is represented positively by a relevant journalist's coverage, there is a greater chance that a potential customer will be persuaded to purchase it.
- Improving your products and services. An independent perspective on your company's direction and positioning strengthens thinking and go-to-market strategies. Technology analysts are constantly in sync with market trends and thus they can quickly assess the innovativeness of your solutions and sometimes provide feedback.
Many SMEs are reluctant to approach technology analysts due to two major myths behind vendor briefings:
- "Vendor briefings are only for large companies" - in fact, vendor briefings are for any company size whether you have 3 or 300 employees. The best way to get a briefing is to develop an innovative product or service, demonstrate the market need for such a solution, and provide the required resources to bring the solution to market.
- "Vendor briefings are too expensive" - all vendor briefings are FREE. In order to assess solutions in an unbiased manner, technology analysts do not charge for vendor briefings. The only cost that companies may incur is that of conducting a bad vendor briefing when they are not fully prepared, have insufficient understanding of global markets or fail to differentiate their innovation.
Are you ready to take your business to the next level? Contact us today to leverage the power of technology analysts.