Ask anyone how they vet a potential B2B partner or supplier and the likelihood is that it starts with a trawl around their website.
But the website user journey isn’t just designed to entice and attract new customers, it should also delight and impress existing customers.
One of the biggest oversights of B2B businesses is that they can become complacent when it comes to their website.
“It does the job just fine.”
“If it ain’t broke, don’t fix it.”
Valued at $75 billion, and boasting over 500 million active users, it’s hard to ignore new kid on the block ‘TikTok’. It’s the video-sharing app that's the talk of the town, or at least, the talk of everyone between 16-24.
So, should we, as marketers, be worried?
While the young are obsessed, the old are befuddled. And me? I sit somewhere in the middle. While I’m fast approaching 30, I 'get it' to some extent, but I'm still trying to understand the nonsensical lip-syncing videos that flood my newly downloaded TikTok feed. At the moment, it’s just highlighting a cross-generational friction.
I figured most of you probably sit in the same camp, with the same questions as me. What exactly is TikTok? Do I need to worry about it? Should I be on it? And will it help my business?
Content marketing has become prolific over the last decade. As B2B and B2C alike have recognised the benefits of a strategic content marketing approach, we've seen an increase in email newsletters, blogging, social media marketing, podcasts and video.
It's clear that investing in the creation and publishing of content is essential if businesses want to succeed. But what is the best way to invest?
Do you train your existing teams in content marketing strategy and tactics?
Do you hire in a suitably experienced marketing professional(s)?
Or do our outsource your content marketing entirely?
"How do you morally work in marketing? You're just manipulating people into buying things they don't actually need."
Believe it or not, this was the argument I found myself on the other side of a few days ago.
It turns out, some people still think of marketers as sleazy, suited men huddled in musky conference rooms, drinking whiskey while conjuring up clever ads to trick the public into the buying things they don't really need.
But this isn't the 50s. We're not promising the public it's ok to smoke our cigarettes 'because doctors do', or that 'if you use our soap you'll become pretty.' (Yes, these were actual, real ads.)
Not only has the ethical side of marketing tightened up, but so has our relationship with our audiences.
You might not think this is a necessary read just yet. But as the adage goes: preparation prevents poor performance. And the way you plan the next five years of your business could be largely determined by new ideas, insights and preferences of the next generation: Generation Z.
Generation Z will account for over 30% of UK and European customers by 2020 and 40% of online customers. And with the oldest members of the cohort celebrating their 24th birthday, Gen Z are slowly creeping up the B2B ranks and may even be perched on a (remote) desk near you very soon.
Following on from my commentary of Brian Halligan's keynote presentation at Inbound 2019, let's reflect on key insights from fellow Hubspot co-founder Dharmesh Shah's presentation.
Dharmesh took a very different focus: 5 business fears you need to over come to grow bolder and better.
He started off his keynote with some light-hearted anecdotes introducing us to his biggest fears: low phone battery, eye contact and water. He went on to explain that while we all have fears, it's overcoming them that defines our business' future. Which, according to Dharmesh, is more important than ever.
Dharmesh talks about the 5 fears both he and co-founder Brian Halligan needed to overcome in order to grow bolder and better, resulting in the renowned, international success of the HubSpot platform and brand.
Early September saw the annual Inbound conference in Boston, MA, and with our very own Eric Swain in attendance, the Equinet office is now teaming with new insights, ideas and observations.
There were two particular stand out keynotes from Hubspot Co-founders Brian Halligan and Dharmesh Shah.
Brian focused on the experience disruptors of the moment, using a few familiar names to illustrate his point: Netflix, Spotify, Slack, for example.
Wow, can you believe 2020 is just 3 months away?
It was just a short decade ago that we were getting to grips with Facebook and preparing ourselves for the onset of social media.
Rewind another ten years, and we were anticipating the 'millennium bug'.
Today, we communicate with bots on a daily basis, we ask our smart home hub whether we need an umbrella or sun cream, and our toddlers can unlock and scroll before they can say "Wifi".
We focus so much energy on attracting new customers, converting prospects, and nurturing leads into buyers. And rightly so. Acquiring new customers is essential for growth, is incredibly satisfying, plus, it’s a great morale booster.
But it's easy to get caught up in the excitement of chasing that next new contact which is very often short-lived - especially if the customer doesn't stick around very long.
Acquiring a new customer takes a lot of energy, resource, and cost, so if they don't stick around, it can be hard to see a return on investment.
Psychology and sales have always gone hand in hand. Those subtle, little cues that brands use to encourage us to part with our money - we seem to fall for them time and time again.
Quite rightly, you might associate the psychological side of selling with B2C brands, but many of the same principles can be applied to the B2B conversion process.
Great copywriting is the oil that greases the cogs of your marketing machine. It keeps everything moving smoothly, swiftly and efficiently.
The higher the quality of that oil, and the more consistent you are with your application, the longer your machine will last.
But it’s not uncommon for marketers to underestimate the need for quality copy.
Marketing is multi-faceted and no two journeys will be the same.
A great copywriter will address this.
