Do you ever feel bore to wear clothes? What about apparel designers do they think how to design consistent apparels which does not let people to get bore?
It is hard for you to get bored while shopping for clothes and apparel. One always need stylish and eye catchy appearance. For this reason, the apparel designer and workforce know about the perception of people and requirements. Therefore, with the passage of time, they make the best use of technology to design apparel products according to people needs.
In fairness, there is a significant relationship between fashion and technology. In this context, Apparel and Textile machinery manufacturers make equipment which can serve the regular requirements of apparel in the fashion industry. Hence, apparel industry becomes accountable to offer creative and catchy apparel products to form hallmark in the minds and eyes of the people.
Apparel retailers have transformed their business with the mobile and internet technologies. They are using techniques to browse more brilliant designs, using hi-tech software to experiment diverse designs with different line and lengths.
Exploring more fashion fades influence marketing managers to change the marketing strategy time by time. Thus, competition battle does not only take place in product dimension but making a product purchase, much more comfortable is also a vital element in online apparel marketing strategy.
In this way, the active relationship has been established between users and fashion due to emerging technological advancements.
A few decades back, a group of fashion experts transports around certain countries to make a research report on upcoming fashion trends and fades. However, in the 21st century due to the internet, there are various sites which can provide updated information and fashion regarding apparel and textiles. They include online fashion magazines, albums, videos, images, blogs, etc.
Due to state of the art technology, Apparel & Textile Machinery Manufacturers adapts modern machines to cut and fit garments according to latest trends. Designers pick smart designs, colors and styles through digital fashion libraries. Different softwares are used to test various patterns, shades, colors in single or plural prototypes finding out the right fit. 3D technology breaks through the clutter in the fashion industry.
Fashion is not limited to the extent of retail shops and dummies inside the apparel stores. But apparel user is now digital literate that he made lots of internet surfing and searching before going to the brand’s store. The user can choose pictures and browse images of the apparel products online then compare the price with various benefits offered by product to the user.
In light of consumer behavior, companies are also designing right fashion fabrics according to changing preferences of the consumers to support apparel retail.
The E-Commerce has played a vital role in the rise of online apparel transactions. Now users and consumers can directly get their favorite apparel on ordering online. Distances have shrunk into the fingertips of the apparel users.
Due to E-Commerce technology, apparel retailers can easily pick inquiries and order online through their website. Hence, E-commerce has given a rapid rise in the sales of apparel.
The social media plays a decisive role in shaping fades and trends of fashion in the apparel industry. That's why most of the companies in apparel especially retailers make their Facebook page. On social media, people give their inputs and responses to the company pages and profile. Excellent apparel companies take note and inventory of people views and opinions to identify their aspirations and pain areas for designing and ordering the apparel type.
However, social media is the best tool of technology where companies promote their brand, establish a customer relationship, post product visibility and earn business development.
The technology has opened various horizons of fashion and apparel to thrive and progress time by time. Apparel companies are hiring digital media managers for their marketing campaigns. Technology has facilitated retail garments to collect user search history data from search engines and social media platforms. There are various digital research tools which can help retailers in forecasting people behavior and ROI to break through the clutter.
Therefore, adapting the latest technology plays the significant role in forecasting new trends and achieving milestones in the apparel industry.…
B2B organizations seem to be very alluring. However, in the roots of every B2B sales lead generation process; there are lots of obstacles and challenges with the blend of blood and sweat. Some businessmen fail to understand such risks in the competitive era of digital technology.
Some of these challenges are discussed below in the article that E-commerce B2B companies can encounter in running a B2B business.
For the establishment of the B2B organization, it is essential to acquire a vast amount of the capital. The B2B companies need a building or physical space on rent, CRM, sales personnel, technical staff to produce a service; if B2B is selling the product then there should be a machine or production line for goods production, employees to run an organization. There must be some capital in reserves too to bear any additional cost or meeting expenses during the time of long sale cycle.
It is also a difficult decision which product or service; entrepreneur should take the initiative. Therefore, the B2B organization has to see its strengths and capabilities for doing business in the particular product or services.
Moreover, he also has to anticipate product and market lifecycle which will generate revenue for his B2B E-Commerce. Some products are obsolete due to rapid twists and turns of technology like cassettes have replaced with the CDs and DVDs. However, few industries are well-known for revenue generation like rice.
Every product and industry has its pros and cons. Therefore, the decision requires a carefully research study and skill set of an entrepreneur.
In order to build a high brand image of the B2B business. Massive budget and qualified human resource will be needed to execute an initial marketing campaign. The owner has to be patient because establishing a brand will take time to carve in the minds of the target market.
On the other hand, it also depends on the strategy of paid and organic marketing campaigns of the digital organization. Once the brand established, it will drag the quality traffic of prospects to the B2B website directory.
Another challenge that B2B businesspeople face is the lead generation. How to get the quality traffic of buyers to the site? It requires following steps to be taken which seems easy but when moving into the implementation phase feels like cracking the hard nuts.
Establishing the CRM: It must track all the clicks, impressions, bounce rates; sign-ups (must be user and information friendly). The CRM needs proper database workable for technical, sales and all workforces. It must be capable to highlight loopholes, weaknesses and visitors data.
Lead Measurement Process: CRM must be capable of separating qualified and unqualified leads for sales personnel.
Marketing Tools: Essential tools for marketing like chatting, emailing and calling facility must be provided to marketing and sales team. Furthermore, sales support staff and other personnel like finance must also be equipped with all essential tools to back up revenue generation and sales activities.
Sales Activities: The salesperson should only work on qualified leads which are provided to them through CRM and marketing efforts.
After 2 to 3 years of existence of the B2B organization. The company will more likely to progress and thrive provided that all strategies actions have taken effect. The sales become trouble-free as they have focused toward the niches and toward particular target market. They find the data from their website easy for them to approach. Therefore, once the site has established the information database of prospects, the sales find a platform to approach their targets.…
When it comes to social media marketing, there is a vibe of uncertainty. Many social media marketers have set up their accounts to spread the word out and build an authority – working with the ‘conventional ways’ throughout. However, marketers expect for something auto magical to occur that leads to growth in minimum span of time rather than linking their bottom line with their social media activities.
On the other hand, some marketers have already realized the worth of social media marketing and started to work out on implementation of their overall marketing mix n social channels. To help the marketers learn from the leaders in the industry TrackMaven has released a ‘Social Media Impact Report 2016’ that pinpoints the most successful B2B industries on social media channels and their activities behind the scene.
To prepare the report, TrackMaven evaluated a year’s worth of content produced and published by 316 B2B brands across 17 different sectors on Social Channels. Social Platforms that were included in the report includes Facebook, LinkedIn, Twitter, Instagram and Pinterest. Construction machinery B2B
Based on the TrackMaven’s analysis, following is the summary of some key findings:
In the report, leading companies are determined following simple criteria – audience growth and content engagement on social media channels. Based on that, engineering companies, biotech firms and financial service providers are ranked the highest. The average audience growth on social channels for financial companies is recorded around 81.77% per brand. In addition, biotech companies are leading with most engaged followers featuring an average ratio of 12.46.
Among other B2B industries, audience growth seems to entice machinery manufacturers in TrackMaven’s report. With 129.02% follower growth rate B2B Machinery Manufacturers are ranked on top.
In case of software providers, graphs witness high follower growth but with low engagement. The sector’s follower count is as high as 82% but the customer engagement ratio is lowly 2.62.
Regardless of the sector, businesses strive to maintain a benchmark not just within but also across the industries. Such kind of comparison caters to unveiling opportunities, exposing strengths, discovering threats and understanding weaknesses.
B2B industries operate in a huge number, each having different nature of business and audience. Based on that, certain industries rule over social media while other strives for recognition. Audiences active on social media channels belong to certain niches, greater the number of active audience from the industry’s relevant niche higher will be the audience growth and engagement in response to right marketing approach.
Another report by Brandwatch illustrates the social presence of B2B companies within 10 different industries. It emphasizes on insights associated with social media activity, average audience, PR hits etc. The report provides the marketers with a chance to evaluate their brand on a company, industry or generic B2B scale.
The analysis unveils strengths and weaknesses from each industry in a clear and precise manner. Following are the key finding from the Bandwatch’s social media report:
Over two months, the B2B energy industry gained up to 2,659 PR hits. On the flip side, the industry’s promotion of negative to positive mention is marked 35.8% upon comparing with the industry average which is 24%.
The social climate we have today involves infinite B2B brands competing to gain dominance in face of their share of voice and develop meaningful engagement with potential customers. One of the biggest challenges that firms confront is building a brand voice that relates with their target audience.
However, top performing industries are seen sharing some common elements that cater to their social success:
Analysis on Facebook content suggests that more than half of B2B owned posts contain a photo. As marketers realized that engagement relies on visuals their commitment to photo based posts began to pay off.
However, relying solely on image-based post is not the only key. B2B brands with owned performance also post imageless statuses and other updates in face of links.
Smart brands choose to dig into insights and swap their poor performing posts with consistently engaging material like images.
Overall, up to 30 million B2B social interactions occur online each year. Social channels are providing B2B industries to take advantage of the opportunity by adapting to shifting expectations of their customers, advocates and critics.…
The major objective of content marketing is to capture the attention of relevant prospects and readers. Research shows content marketer has 5-10 seconds to make an impression and arrest the reader’s attention. The content must be catchy and captive enough to keep the reader engaged till and attract quality prospects.
The purpose of the content marketing is threefold:-
To generate excellent content for B2B marketing success it’s important to keep the arm's length from the following mistakes:
The content marketing or digital marketing department needs to establish an organized marketing calendar for publishing contents. Decide and choose the best time of posting the content in conjunction with the needs of your target audience. The period includes daily, weekly, monthly, quarterly you can set the time. For this, you have to study analytics of your audience, their purchase cycle, time of using social media and browsing of product solution blogs and posts.
In this way, you can plan out what needs to be done and what does not need to make extra efforts. Making calendar will save your time and ounces of energy that you can employ in other productive areas.
Before writing the content determine the needs of the target audience. Then align the content with the pain areas, interests and solutions that address the problems of target market. In addition, brainstorm with your writers about which areas and points needs to be highlighted across the target readers who can bring engagement and conversion. Google, web and other social media analytics can be useful for data gathering.
Once you get the relevant data of target audience behavior, slice and dice the data and find out words and tone of your client. Then use these words and jargons in your content that sounds familiar to the target audience. Keep track of comments that your reader passes on to your blogs and posts. It will also help in gauging the language of the customer's mind. Doing this will add value in personalizing your content.
According to one research survey, 40% readers think poor grammar and spelling reduces the credibility of the brand. Content with grammatical mistakes shows organization lacks in professionalism. As a result, a mature reader leaves with a bad taste in mouth.
In your target audience, there are different people with different instincts and tastes. Some like short visual posts, some are attracted by videos. Some are enticed by the graphs and informative material in the content. Posting single pattern of content can bore and distract your audience. Therefore, it's important to play around different types of content flavor (text, pictures, video) to hit various sentiments in one go.
It's helpful if you can gauge the attitude of a majority of target audience toward content composition through marketing research surveys, chat or interactive conversation with the prospect.
The B2B content marketing strategy must explain the actual benefits and value of the company’s product. In this context, one must provide authentic facts with credibility. Consequently, doing this will be helpful in building the trust of customers over the brand. The content marketer should explore the dimensions of the brand and product how they reduce the effort, time and energy cost. Also, express the function and performance benefits of the product. The more unique and authentic you communicate how the product solves the problem. The more chances will be for your content to stand out the crowd.
The B2B marketer must urge the reader to take action. By persuading, the marketer can attempt engagement and conversion too. Asking for action examples can be like, for more information about our product please click, pass comments on our post does it solve your problem of car polishing, interested buyers of the product can inbox us, etc.
Either professionals or the general public, they use different types of smart devices for browsing the internet. Your target audience has several options like notebook, Tablet, Palmtop, laptops, computers, and mobiles for surfing the web. Therefore, your content must be user-friendly as well as device friendly. Similarly, the content must be helpful to mobiles because according to Pew Research Center, 77 percent people in the USA holds the smart phone. In this context, a marketer must determine the percentage of the target market that holds smart devices. Furthermore, explore the ratio of people who browse the internet via different mediums (Mobiles, Tablets, Notebooks, and Computers, etc.). In this way, you can anticipate prospect's gadgets which are reading your content and surfing internet. Which devices they use the most for reading content or browsing internet is valuable information for content marketing.
Sometimes, the content is excellent, but it does not work very well. Therefore,
Apart from factor mentioned above, if your organization is not allocating proper resources for content marketing in terms of budget and human resource this can also lead to failure in content marketing.…
Food sector is a vast and dynamic space, but which element caters to this constant expansion of food industry? It’s a basic and simple fact – people have to eat. Owing to this absolute necessity, food industry is never saturated and always welcomes new businesses.
Here the question may arise, just how big is the food sector? According to a research, food industry alone is responsible for 20% of the nation’s economy. On average, the food sector encircles up to 2.1 million farms, 935,000 eateries and above 200,000 food processing, manufacturing and storage facilities that are government registered.
It is understandable that an economic sector as large as the food sector triggers a huge variety of activities in order to bring the food from farm to end consumer’s table. Research reports that in United States alone, up to 1.5 million people are associated with the food industry, belonging to different areas including supplying, consuming and catering food products that the American market demands every day.
Food Supply chains are quite complex and to operate successfully they require a vast range of activities like:
The size of the food sector in combination with the unique nature of the industry itself poses some unique challenges. Following are some of the common challenges that people belonging to food sector business confront and guide on how technology can help solve them.
The diversity and complexity of the industry is clearly described above. With the exception of retailers and restaurants one thing is mainly common in food sector business – Most of them are B2B companies and their customers are other small and large businesses.
This is how the chain works – farmers and growers sell the food material to food processors and distributors, research and development firm sell ideas and solutions to manufacturers and restaurants, manufacturers sell to food distributors and food distributors sell to restaurants and retailers.
In the food industry all partners somehow depend on the network of B2B relationships to manufacture and distribute food for end customers. The complex network of B2B relationships makes the food industry unique as compared to other sectors where relationships are generally long term and knowledge based. When decisions associated with huge transactions are on the line then ultimately customer insights turn important than ever.
Strong adherence to relationships or network and demand for knowledge indicates that data is crucial in the food sector. Gone are the days when knowledge used to prevail within the sales organization through sales force responsible for collecting and leveraging customer knowledge in order to drive sales. Now is the era of B2B Marketing Food Industry.
Speaking of now, many food businesses are transforming from in-person relationships to an omnichannel structure where PR is built through digital sales channels like for instance mobile ordering. An online platform allows for placing mobile orders online enabling customers to directly online or through a mobile order writing too.
The food industry has some other different challenges. The food sector tends to depend heftily on marketing/promotion, quantity, and price conditions to persuade, attract and keep customers. It’s because the food is considered as a commodity. For example, one farmer’s soybeans are not much different than another farmer’s soybeans. It won't be wrong to say that there’s a great deal of competition that makes discrimination between products grounded on value reasonably challenging. Therefore factors like price, knowledge, and connections are valuable means of differentiation in the marketplace.
The challenge ingrain in versatile pricing strategy, making omnichannel selling highly beneficial for buyers and sellers in the food industry. Omnichannel approaches involve online order placement. Management associated with mobile sales allow both the parties to quickly access information about price and promotion, acquire data related to past or standing orders, exclusive customer pricing along with other contractual detail. It makes the ordering process convenient for the consumer, as well as more beneficial for the merchant.
The ability to uplift margins is crucial in the food industry except for beverage sector because it's usually classified by low margins. According to data from NYU’s Stern School of Business that was collected on margins of several industry sectors in the United States; American business’s net margin was 6.4% in the food industry. The number ranged in such a way that 1.13% was for food wholesalers, 6.86% was for processors and 3.83% for farmers.
Rare challenges like the demand for data, the requirement to raise margins and reduce costs along with keeping up customer relationships and uplifting market share—are directing widespread technology implementation in the food sector.…
The apparel sourcing refers to a procurement procedure that mainly includes clothing and footwear. Companies and their purchase resources focus on the regions and areas where they can get materials for manufacturing or where they can manufacture their materials themselves or hire any other company to get their production done. For sourcing purpose, companies usually consider regions and bodies where they can find low cost and high-quality product promptly.
According to Mckinsey’s report, when it comes to apparel and textile industry, we see China in a leading position. The reason for Chinese dominance is automation and efficient digitization capabilities. Before moving further into the details of Chinese dominance let’s take a small glimpse of Chinese performance and its role in textiles and apparels industry.
In home textiles, China is the world's largest exporter. In 2005, during Jan to May, Chinese exports amount estimated around $ 2.2 billion. It was 40% more than exports revenue of China generated in 2004. Such rise in exports from China alarmed USA and EU to take safety measures and prevent Chinese apparel exports. Similarly, Chinese businesspeople started concentrating on countries like Australia and Japan to make consistent strikes and develop their export markets in other regions of the world. Moreover, several firms have focused on research and analysis activities to improve and ensure excellence in quality. Furthermore, Chinese traders have commenced employing economic and environment-friendly materials for fabric production. To defend the European Union and USA tactics, China has increased more output of apparel and textiles to grow further in exports.
The Chinese manufacturers of apparel industry are increasing their role in global sourcing by expanding their feet in countries like Ethiopia and Vietnam through outbound investment. Consequently, ramping themselves in other countries enable them for large-scale production beyond their local market.
On the other side, the garment sector of China is progressing with the gift of automation and process of digitization. In this way, it allows Chinese apparel industry to prosper with higher productivity and efficiency in the production of goods.
Automation can be viewed as particularly instrumental in the production process. It aids to generate new orientation toward sourcing procedures. By 2025, it is anticipated that sourcing locations will be selected by the quality of automation rather than cost.
Nevertheless, according to one research survey, 81% Chief purchasing officers think China as a leader for applying methods of digitization in the sourcing process.
In this fairness, Mr. Achim Berg leader and senior partner of McKinsey's fashion group of consulting said: “we expect automation production lines in fashionable products and manual production units in low-cost states walking in parallel." However, here China proves that in a low-cost country they have come up with the technology of automation with the digital touch.
Therefore, with state of the art digital technology and automation capability, china breaks through the clutter and maintains a dominant position in sourcing of the apparel industry.
Subsequently, initiatives of Chinese Govt. such as "made in China 2025", "One Belt, One Road" and “CPEC” project with Pakistan will also support global relevance and boost modernization progression.
The importance of China in apparel industry increases due to cheap sources of labor and low cost of production as compared to developed countries. Also with the cost-efficient mechanism, they have even managed themselves to take advantage of state of the art technology which allows automation features with digital potential.
Because in the apparel industry, some companies go for low cost and some opt for high-quality products. At this point, China has set its grip on value and technological advantage both. Consequently, it makes China significant more than other Asian countries like India, Bangladesh, and Vietnam in the eyes of famous brands of Apparel.
Hence global apparel brands view manufacturing process efficiency step by step to monitor quality excellence. For this reason, quality brilliance depends on high tech process of production. On another side, some apparel companies are also looking for flexible supply chain facility which can narrow the distance in sourcing as well as for re-shoring.…
Stats from the “The States of customer marketing 2017” report that up to 93% companies strongly agree with putting extra efforts into customer marketing activities. While 63% are adding tweaks in staff and budget associated with customer marketing.
Following Customer marketing trends are reported to be most effective this and most likely to prevail in 2017 and maybe a year ahead.
Up to 62% of companies use testimonials for all the activities aimed towards customer marketing. Testimonials, based on the usage are ranked top among the list of most used customer marketing techniques. In addition, around 53% buyers rely on their peers before making a purchase decision because they are baffled due to the unlimited amount ads and emails bombarded on them.
This is creating a major shift in the purchase process as they trust their peers more than any sales or marketing personnel.
This also contributes to the tendency of millennial – the next big generation that will dominate the purchasing market – to the fact- check everything about a good or service they are considering due to this same trust issue.
With this prevalent attitude among the purchasing market, this reliance on customer reference to make the decision will only continue to grow in the coming years, as people see voluntary testimonials and references as more unbiased and transparent than sales pitches.
According to research, up to 42% companies involve customer or user groups in their customer marketing activities. Those activities include meeting a sample of users face-to-face to help the company learn more about the target market and what they need and expect from the company.
The activity provides the consumer with an opportunity to learn about the company, and it's motivating a good number of brands to see the potential of holding on to customer user groups.
Furthermore, it allows companies to extract valuable information and opinion from their customers and to establish a responsive image towards the wants and needs of their consumer market.
With 41% companies still using newsletters as a customer marketing activity it won’t be wrong to say that newsletters are not going anywhere and is certainly a mainstay.
Companies are starting to break away from the traditional newsletter setup – they are optimizing and changing to entice more customers to keep up with their subscriptions and interact with the newsletter contents.
While many believe that newsletters are not as effective as social media when it comes to updating followers and customers of the company, there are still ways that businesses can drive customer relationship and retention through this method. It is especially effective with markets whose members are dependent on their emails for different types of work or activities.
In B2B industry up to 31% company have brought advocate marketing in use, and due to the effectiveness of the strategy, more companies are likely to tap into this activity shortly.
Advocacy marketing is defined as the kind of marketing that is aimed towards persuading the customers to talk about the company's products or services. Advocacy marketing works alongside other marketing activities such as customer testimonials and newsletters. It caters to a stronger relationship building between the customer and the company.
It has a preliminary effect on testimonials, as people who publicly advocate products or services they obtained from a company. Meaning, people will talk about the brand without being prompted to do so. This leads to new customers being inclined towards products or services recommended by their peers.
An online customer community is an interactive often gated website that a company sets up to collaborate on topics of mutual interest. There is nothing new about online communities; they have existed for more than 15 years. But, technological advancements led people to connect through social media and mobile devices that have boosted online communities’ presence in recent years.
Online communities allow brands to have an ongoing dialogue with customers without customers having to attach themselves to their specific identity. Moreover, platforms where these communities are set up allow anonymity for the customers. It will enable them to deliver honest opinions about customer service without having their opinions attached to their customer information.
Cross-selling refers to the practice of suggesting related products or services to an existing customer, while upselling is encouraging customers to purchase a comparably higher-end product from the one they are considering. However, some companies are still having second thoughts regarding cross-selling and up-selling but marketing professionals consider it to be an integral activity that many are missing out on.
With rising estate business the construction industry is growing at a faster pace. Most businesses are prone to confront intense competition and pressure exerted by the changing market environment. On the other hand, increased project complexity and constantly transforming mounting and financing demands are intensifying the challenge faced by business persons in the sector.
It won’t be wrong to say – construction firms are striving to survive and grow. To cut the fuss out most of the construction brands rely on external services by professional business developers. According to a Research, among Top 20 industries in readiness for e-commerce, construction firms tend to reap results online more than any other industry.
For almost every construction firm, lasting growth is a major objective for which they seek assistance from B2B growth consultants. The goal can be achieved by emphasizing on priorities like:
Institutional and commercial construction cannot be considered as a one-size-fit-all industry owing to the unique needs of each sector. A deep know how related to the construction of health care facilities and patient care units is a basic requirement. To address the challenges and complications associated with high end regulations, technical details and custom conduit that these structures generally demand.
The field of construction is pretty diverse. For successful targeting, vast knowledge and awareness about specific building requirements whether it be a religious structure like church, corporate venture like a franchise or other complex architectures. Consider this example, different church denominations are aimed towards varying missions and not being aware of the uniqueness of building requirements for each denomination is certainly not a positive point for any construction firm.
Most construction firms excel in knowledge and expertise over specific market or domain but they skip to organize, promote and educate the target audience with information in those areas. Why is it important? The best time to reach prospects is when they are adding finishing touches to their request for proposal (RFP). And reaching them refers to connecting and communicating with them online in order to educate them in person by sharing useful information.
For instance, warehouse developers are required to consider the merits and demerits of tilt-up construction as compared to traditional masonry. Similarly, for the construction of educational institutions not only architectural goals are required to be considered but also factors like programming, maintenance and durability are worth the efforts for new structures.
If your firm is also among those entities that have command over deep industrial knowledge and groundbreaking technologies then never forget to engage the market. For instance, if you have professional experience with any certain technology like pre-engineered steel or LEED construction you can get in touch with your potential customers and provide extensive knowledge in those areas.
In all fields from general construction to custom build only firms who provide their clients with multiple options to achieve their goals are tend to lead the marketplace. An ideal construction management is a product of balanced business goals, project costs, life-cycle objectives and desired final consequences.
Custom Build option not only effectively complies with the need of customers but also make you look highly efficient among other parties on the table. In other words, all these options enable you to be involved with the client on a more strategic level and connect with them by having a broader discussion about their objectives.
From above points it can be concluded that firms who come up with strategic objectives, emphasize on delivering expertise along with keeping the customers educated are most likely to not only achieve but also sustain growth.
Internal efforts matter but opting for an external power in face of a B2B business growth consultant allows you to lead your firm with a clear eye and attain lasting growth in a complex environment.
Business owners and CEOs who belong to construction firms tend to enjoy certain perks that generally other firms don’t without electing a B2B growth consultant. Those perks include:
B2B marketers usually find it challenging to discover simple and smart solutions for running successful B2B online marketing campaigns.
The article covers a sequence of steps that will reveal how to ensure B2B marketing success in digital economy.
As you may know, marketers are rapidly moving towards the digital marketing channels for the following reasons.
These three elements not only give rise to the digital entrepreneurship but also influence the corporate world to utilize the opportunity to avail digital marketing tools for sales, marketing and branding. Now, the question hammers upon digital marketers and novice B2B entrepreneurs that from where they need to start.
Most B2B companies believe that they do not need any proper research and development. Their decisions are solely based on hunches, experiences, observations and assumptions. We are living in the age where digital trends and consumer needs are changing and shaping rapidly. To cope with the raging digital marketing pace you must be aware of:
These questions will not only organize your efforts but you will also feel a sense of uniformity during your journey towards the execution of digital marketing strategies. When you design your plans and strategies according to the data that you get with empirical support and research evidences your chances of success are brighter than those who make decisions based on hunches and assumptions.
In your research you can take the help of online research agencies, experts and your clients. You can further perform SWOT analysis then design your marketing objectives, plans and strategies.
In the light of above research questions, B2B marketer needs to design a value proposition of their products or services. Value Proposition is a set of benefits that you will promise to deliver to the client in the form of product or service offering. The value proposition consists of performance, problem solving ability, economical status or other remarkable elements in your product offering. Here you also need to decide the kind of positioning (an image of your company or product) that you want your consumers to hold about your brand. Certain B2B products are cheap in price and quality and some boast best quality. You can choose the positioning area by determining your resources, capabilities and studying the sentiments of your consumers (what appeal them the most).
In order to be successful in value proposition you need to dissect every benefit in your product or service offering. Moreover, in order to be successful in value proposition you need to dissect every benefit and cost in your product or service offering Benefits are solution of problem, customer support (quick and reliable) and image (social recognition).
Cost is value paid by the customer in return for good or service acquired. Let’s breakdown the cost of the product or service:
Money: It is monetary cost of a client. The customer pays to get the product or service.
Time cost: This is the quantity of time customer has to wait for product or service delivery.
Psychological cost: It is the duration of an effort and mental energy that customer bears to get your product or service.
When you are planning to establish the USP (Unique selling proposition), competitive advantage and positioning of your product or service. You have to work out how you can raise the number of benefits and reduce the quantity of costs to increase the perceived value (benefit) i.e. attractiveness towards your product offering in the mind of the customer.
Once you are done with product or service offering and value proposition, you need to identify the different group of customers in the light of demographics and firmographics.
Highlight the sets of your prospects that are easily accessible, responsive, profitable in terms of purchasing power and willing to buy your product or service.
Generally B2B segmentation is applied on the clients who are price conscious, quality conscious, time conscious, negotiators and range prospects. Here, B2B marketers need to establish separate profiles for customer and markets in relationship with the products or services offered and purchased.
Once you have designed your product offering, USP, positioning and competitive advantage you can head towards establishing a strong, responsive, eye catchy website for your clients. Make sure that your website features a user friendly interface that allows visitors to easily navigate and experience a highly responsive error free browsing.
The website should carry detailed information about your products in form of catalogues, social media links and videos. The website must appeal to business needs and solutions of the customer, aligning their needs with your product offerings.
Website interface must influence the visitor to browse more relevant pages. The sign up process should be easy, time saving and simple to gather quality data of the prospect. You can add an option of buying product or buying need in the section of sign up process. In this way, user can express which product or service he wants to buy.
You can also add the list of satisfied customers to your website to gain trust and confidence of fresh prospects.
The website must be user friendly and capable to receive payments if the customer is willing to pay online. It must be strong enough to execute multiple transactions at the same time as well. In addition, multiple modes (FOB, CIF, LC etc.) and mediums (PayPal, Western Union etc) can be offered to the client in order to make the online payment method convenient for the customer.
If you can add a video to the website representing product information and details associated with consumption to packaging, delivery and payment method. It can play a vital role for establishing trust and confidence of client to your B2B digital brand.
The B2B website must be efficient in coordinating inventory management with stocks purchase, sales, delivery of goods and executing financial transactions. Therefore, back end links must be strong enough to support each and every function executed in the website.
The automated software must be capable to track and keep record of all activities. It must help in maintaining statistics of:
Similarly, the automated software must also be able to keep track of cost and sales for each activity executed for organic and paid online marketing campaigns including social media marketing, SEO, SEM, PPC, content marketing, and mobile marketing. Though CRM highlights cost per client with statistics and indicate which forums are time and money wasters and which are efficient and profitable. Consequently, CRM will help in forecasting which online marketing channel will comply with upcoming digital trends and why B2B marketer must opt for them.
Consequently, these statistics will help in quantification of cost, revenue and net profit on daily, weekly, monthly and quarterly basis. This quantification is extremely significant in forecasting, marketing, sales planning, budgeting and cost cutting.
In addition to this, the record of reasons and causes for every activity can be further used for research purpose by identifying strengths and loopholes in the digital marketing and sales mechanism.
Here you need to identify which organic and paid marketing tools are most effective for boosting your brand and sales.
The image shows a range of tools that are generally utilized by B2B marketers for digital marketing. Here’s a quick guide on how to make the most of these digital marketing techniques.
SEO and Web Optimization: It is a cost efficient way to rank your site on top of search engine results and generate quality traffic. The SEO resource must be skilled to give you desired results.
Content Marketing: Find out conversion, engagement and traffic statistics of your target audience and figure out what engages your target audience then deploy relevant content and target your audience at the right place in right time.
Video marketing: Use videos in your paid and organic marketing campaigns. They are rich resource of retention according to Vidyard.
Mobile marketing: Capture your target audience on their smart phones. Though research shows internet users generally use smart phones for browsing as compare to computers, laptops and notebooks. Therefore mobile ads can play more effective role for reaching target audience at their location more than any other device and marketing tool.
Social Media Marketing: Identify social media platforms where your audience is most active then target them with content that complies with their business and entertainment needs. Entertainment is a crucial element in establishing a strong bond with your audience according to research studies.
The key to success in digital economy and B2B sales lead generation is keeping track of marketing and sales activities in terms of profit and costs. You can design your digital strategy by anticipating future consumer preferences, digital trends and capabilities of your company. In addition, effective SWOT analysis and digital strategies grounded on it will be a plus point.…
Generally, podcast is an audible piece (can be visual as well) of information targeted towards a certain audience by the marketer or podcaster. Unlike radio broadcasting restricted to limited regions, podcasting has no restrictions or limitations when it comes to the size of information and its ‘casting’. Neither the users are restricted to adjust their thirst of information according to the show that is being broadcasted in their region (Just like radio channels). Instead they can subscribe to podcasts on applications or websites launched by podcasters, being able to listen to any show from around the world at any time of the day without having to stare at computer screens.
You can think of podcasts as ‘Internet Radio on demand’. Each podcast available on the internet typically has a website where you can listen to show episodes or download them for future listening. The downloaded media can easily be carried anywhere through portable digital media player. Some common podcasts distribution points include iTunes, Sticher Radio and podcatcher. You can easily subscribe to podcasts that you like by clicking on its subscription button or RSS icon.
Now that you have a pretty clear picture of what is a podcast and its casting abilities let’s dig into details to understand how can you be benefited from this cutting edge intervention.
Findings of a study conducted by Edison Research in 2014 reports that, out of the total time Americans spend listening to audio, 1.7 percent of time was devoted to podcasts.
Consider an example of Oldford – a young Canadian entrepreneur. He launched two podcasts in 2014, Limitless Business Podcast and Executive Minute. These podcasts quickly gained attention from masses with 41,000 downloads within a month from the launch date, having #1 hit on the Canadian iTunes business podcasts chart.
Oldford mentions that every time he interacts with someone following his podcasts he encounters an amazing relationship which cannot be obtained through any other medium. Recording and sharing the conversation with people allows him to deliver value to them, helping people to turn out winners, he adds. His entire philosophy of success revolves around this idea that he becomes a winner by default if he is able to make people around him winners in business.
Podcasts provide you with an opportunity to discuss topics of your niche’s interest and for many entrepreneurs podcasts turn into labors of love. When a right theme and plan is combined with time and efforts, podcasts can truly take off and monetize quite well.
While deciding the mission it’s important to keep one thing in mind – Plan a show that you’d want to listen. If you’re feeling it others will feel it too. In this regard, Oldford adds that setting a theme or planning a mission is all about building value in order to build your influence. This way you can talk to people who need to interact with you.
Think wisely, you can go broad and cover a wide variety of topics or go specific and focus on your target audience only. Either way, the more passionate and knowledgeable you are, the more fun you and your audience will have. In a way or other B2B growth Podcasts are proved to be most effective, aimed towards sharing success stories and proven growth ideas with a dash of entertaining elements.
Name acts as the face of your podcast, brainstorm all the possible names revolving around the mission and choose the right one. To know which one is the most suitable consider two things – Must grab the audience’s attention and should be according to what the show is about. An ironic or clever title caters to the flavor and personality of the podcast.
This might be quite challenging for a startup podcast but interesting interviews with a relevant and compelling interviewee can attract maximum listeners. To do so, tap into acquaintance and professional networks, ask them for a favor that involves helping you to interact with a most reputable personality that’s also relevant to your niche. Securing interviews with big-name professionals or start-ups can make your show a center of attention.
Try to opt for in-person interviews than those conducted over hone o internet. Face to face interview improves the audio quality and leads to a healthy discussion, helping the interviewee to feel more comfortable and engaged and personable in the conversation.
In the end, it’s recommended to share the edited interview with the interviewee and ask them for feedback or suggestions. This way the guest is also involved in the creation process which makes them want to express everything that they’ve preferred to work on.
You get organic reaches and subscribers without getting help from paid media when influential interviewees share the podcast with their followers on different social media platforms.
It’s better to have a scripted document to keep consistency maintained and stick to the plot or theme of the interview. This doesn’t mean you can’t go off the cuff, improvise the conversation as you like during the interview. The script is meant to provide a general idea and during the interview you’ll know how helpful it is to keep yourself on the track especially when your show has multiple segments. With a well drafted scripted you can easily make transitions between segments, keeping the natural and elegant feel maintained.
Just like a trailer, create a montage containing best clips of the interview and put them at the very beginning of the show. It works really well to hook listeners in the first 30 seconds. Make sure the clips are not revealing the core points but making the listeners curious to listen to the podcast till the end.
To earn credibility among listeners it’s important to get featured on the noteworthy iTunes podcast list. This will help your podcast to get most downloads and more recognition but this is certainly not possible with a poor quality audio. Along with valuable and interesting content or information in the podcast, technical aspects are required to be top-notch as well, like high quality audio.
Sponsorship and affiliate links bring a great deal of revenue. Considering Odford’s example, his podcasts were primarily focused on generating marketing leads for his digital marketing business. He said that prior to the podcast launch he received three direct business deals from the people he didn’t know.
Once the podcast is launched and recognized it gets rolling with active listener and downloads. Then podcasters look forward to monetizing the show to help it grow even more. When your show gains popularity among listeners, corporate sponsorships comes in handy, helping you with funds to earn profit and bring in more listeners.
Podcasts with strong following attracts sponsor to advertise their products and services. Sponsors usually ask for a small talk associated with their services in the beginning, middle or end of the show. The more sponsors you get better will be the earnings and promotions.
Olford’s podcasts hit #1 on the Canadian iTunes business podcast chard, right after the launch. According to him a strong start is important ad you need to have a pre-planned strategy. He said that he reached out to his friends and colleagues and asked them to download the show, subscribe, share and write reviews. This instantly created a lot of momentum upfront and helped the podcasts to hit #1 on the podcast chart.
Even after the launch a lot of work is required to help your podcast gain more recognition. There is no in between, do it right or go home. Speaking of Oldford, he doubled the frequency twice a week by posting a 3-4 minute podcast nugget daily at 6 a.m. As a result, the average reaches and number downloads increased immediately.
Being a podcaster it’s not appropriate for you to wait for your target audience to look up for you through search engines. Relying on podcast directories is not reliable either. The audience for podcasts is growing steadily and you are required to put in extra efforts to promote your podcasts. Consider the following marketing ideas to market your new show.
ITunes has 1 billion podcast subscriptions. People can easily look up for your show using the iTunes podcast directory. If you’re a new at podcasting, consider creating several episodes, RSS feed icon for your show, tags and albums to easily get recognized. Before submitting it to iTunes check your podcast’s validity at FeedValidator.org.
The google profile is readily available on all google properties. When you’re too involved in creating content in different you are most likely to forget that your Google profile is a perfect center for all the links redirected to the content.
It’s a great idea to pin a catchy image with description harboring show notes and including relevant keywords. Show notes provide a quick description of what your podcast is about. In order to prompt maximum visitors to listen the show, show notes should have a captivating title and engaging copy.
When it comes to marketing nothing can beat social media platforms today. Use different platforms like LinkedIn, it allows you to put media links in your profile. You can also use the summary and project sections to let people know about your new show. Facebook is ideal to feature your podcast, put the link in status update and include show notes. You can easily share your status update with maximum people by putting your podcast link on Facebook groups.
Using YouTube can serve your podcast reaching in a number of ways. Create a short video, about 2 minutes long, recording the segment and revealing people in front of the microphone. People are always interested to see Behind the Scenes (BTS), to know how your show is produced. Add descriptions under each video you post including keywords, this will pull in more traffic. As a result, your podcast will get more reaches and subscribers as long as you don’t forget to lead your podcast subscribers to the videos.
You can also use Spreaker – a podcasting service that can be linked to your YouTube account. Spreaker can transform the audio podcast into a static image video that can be used on your YouTube channel.
Shake hands with a podcaster, but make sure he is not your competitor. This partnership can be favorable when you’ll start promoting each other posts. For strong following you can even interview each other.
To provide people an instant visual explanation about yourself, your guests and the theme of your show craft a collage. Don’t make it look too over crowded or irritating to eye. Keep it simple yet catchy and remember you are trying to give them just a glimpse of all the fun they’ll have while listening the show.
Let’s say your show features big-name startups or professionals. Create a list of the top 10 podcasts with same theme as yours i.e. featuring startups and include your show as well. Pitch the list to bloggers who can write about the startups and to other podcasters in your list. This will help you to obtain reaches from multiple sources including blog posts.
Not everyone can turn their show into a great deal of revenue. Unlike many hobbyists, if your passion brought you smart earnings you can invite a financial publication to cover this success story.