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Digital marketing consultant at Market 8, specializing in search engine optimization. He is mainly focused on the SaaS industry.

Growth-minded SaaS companies need to find strategic ways to stand out online. And while it seems like many marketers tout “the next best thing” when it comes to software-as-a-service (SaaS) marketing, I find that there are a few tactics that are routinely underrated.

It’s become all too common to see SaaS companies getting caught up in the “shiny object syndrome” of the latest growth hacks. Although some of these “hacks” can produce results, it’s important to remember the basics.

In fact, having stood the test of time, these tactics prove that it’s not always necessary to reinvent the wheel. So here are five marketing strategies that we leverage for our B2B SaaS clients at Market 8 and that I find most software companies ignore — tactics that could be the difference between being overlooked and winning over new customers.

1. Leverage searchability around competitor brand names.

With such stark competition in the SaaS space, companies need to find a way to elevate themselves above their competitors. This often means positioning your software against your competitors’ software in a way that acknowledges yours as the superior choice.

To get in front of prospects looking for your competitors, you can target your competitors’ branded keywords through Google Ads (or Bing Ads, depending on the market). Then, direct these prospects to a landing page that showcases why your solution is best.

What’s great about these landing pages is that they often attract organic traffic, especially if you’ve included comparative keywords such as “Brand A vs. Brand B” in the meta page title and header tags.

2. Fully optimize your review listings.

It might seem obvious, but this one is often overlooked.

Be sure to claim and optimize your review listings on G2, Capterra and similar directories. This means thoroughly filling out your company description, specifying the categories you do business in, and adding high-quality images and demo videos.

Next, you’ll want to make sure you have an ongoing plan in place to collect reviews, especially on the directories that your target audience is routinely browsing. Lastly, address any existing negative reviews in a tactful way to show that your brand values and listens to customer feedback.

While doing all of this will most certainly improve your brand’s reputation, it may also improve your search engine optimization (SEO) on and off the directory website.

3. Become more visible in the search engine results page (SERP). 

Schema markup is a type of code that can be placed on webpages to help search engines better understand what a page is about. This code also allows search engines to display rich snippets in the search results.

FAQ markup and AggregateRating markup are two types of structured data that our agency is seeing great results with right now, simply because the click-through rate of these listings goes through the roof. It makes sense — if users are able to get their most important questions answered right away while seeing your company’s glowing reviews, they’ll be more likely to click your listing than your competitor’s.

4. Extract more value out of existing content.

Many SaaS firms are so focused on creating new content that they forget about their existing content. To get the most out of what you already have, revisit your blogs, and optimize based on data you find in Google Analytics and Google Search Console. Update, remove or add sections of content, and add a new lead magnet to the page.

The same can be done for your important product or service pages. Add power words, modifiers on keywords and conversion-focused long-tail keywords to attract targeted users and convert that traffic into buyers. Highlight your strongest selling points, and add compelling calls to action (CTAs) to entice users to click, buy or subscribe right away.

Updating existing content improves user experience, but what it also does is provide “freshness” signals to search engines, improving your rank in search results.

5. Focus new content on customer retention, not just acquisition. 

Build your content strategy with the goal of retaining users, not just acquiring new ones.

It’s a well-known fact that retention is less expensive than acquisition, so why do many SaaS businesses focus on acquisition as a top growth strategy?

Having a retention-focused content marketing strategy could set you apart from the vast majority of your competitors. Successful SaaS firms that do this have “learning centers” on their sites, answering every question users could possibly have and addressing any confusion users might have about their products.

A great example of a company that does this incredibly well is Ahrefs. Its content acquires new customers, but it also creates product experts out of existing customers, too. These customers go on to be brand advocates who direct even more customers to the software.

Conclusion

While it may be tempting to chase the next best marketing “hack,” it’s important not to forget the fundamentals. The above B2B SaaS marketing strategies routinely generate amazing results for SaaS companies that implement them on a regular basis.

Brand positioning, reputation management and having a retention-focused content marketing strategy are all tactics you can use to increase your online visibility, even in a highly competitive industry. What is your SaaS company doing to stand out in your market?

Feature Image Credit: GETTY

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Digital marketing consultant at Market 8, specializing in search engine optimization. He is mainly focused on the SaaS industry. Read Brian Schofield’s full executive profile here.

Sourced from Forbes

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  • A sharp rise in screen time on smartphones

  • The right time to invest in paid digital advertising and automation platforms

  • Virtual on-demand events and content will grow significantly

Coming out sturdier from a crisis marks the ones slated for success. Last 10 years have been the golden decade for marketing with technology and automation increasing numbers. 

Covid-19 pandemic is an unprecedented event none of us have experienced in the past. It is grand, all-encompassing, has affected over 200 countries at once and has necessitated that the price of doing the same old thing in the new normal can be detrimental. Therefore, now is the time to slow down and take stock of what went wrong first, then what went right for marketing in the past decade.

With social distancing and remote work being normalized to base our future course of actions on, consumer patterns will change significantly in the post-Covid world.

Reduced Marketing Budgets Can Be A Blessing In Disguise

As per HBR research, 17% of companies did not survive the last recession in 2008.

With a sharp cut in marketing budgets across the board, the usual discretionary spends are not welcome anymore. A PGA Labs survey report, released as lockdowns started in India, said 53% of startups already cut discretionary marketing spends in March 2020.

From a long-term perspective, things will permanently change on the marketing front as far as budgets are concerned, putting a high focus on top-funnel marketing and converging marketing and communications.

This may put off a lot of marketers aiming for revenues from the bottom-funnel but till things clear up, as a mark of respect for clients and businesses, these times warrant us to soften the sales pitches and hard call to actions.

In the more intricate B2B environment where the percentage of the marketing budget is already skewed towards training and analytics and building a robust and experienced talent team internally, new paradigms of engaging the top-funnel will gain focus.

Not undermining the scope of generating revenue, events, webinars, and ebooks will gain momentum in a post-Covid world. On the talent side, steep technology adoption, human resilience, and professional experience will be of the utmost value for brands in a ‘frugal new normal.’

What Changes For B2B Marketing Post-Covid

Putting your old strategy on a back-burner and creating a fresh one can be taxing. A sudden work from home mandate has left most of us in limbo from a networking perspective. Sharing the top 5 trends which can help marketers reaccelerate the business and create brand equity in a ‘with and post-Covid world:

On-Demand Niche Video Content

If you have been dilly-dallying, this is the time to commit to video. Agile times require agile methods and given recent cancellations of on-ground activities; it is time to create quality content IPs with revenue generation opportunities as you:

  • Budget for experienced video professionals, and editing and automation software
  • Align your operations, fulfilment teams with marketing to create insightful niche topic-led video content that is crisp and sharp
  • Leverage brand equity to reflect specific services aligned to trending topics

Organic Vs Paid Marketing

As we focus on top-funnel marketing, organic is usually the go-to method for B2B businesses. A spike in web traffic on short formats, videos, and news and entertainment content lays focus on CONTENT and using it wisely to generate revenues. However, on the other side, this is also the right time to start testing lead generation digital advertising for firms only using their budgets on digital this year. As per a recent report from PGA Labs, India’s digital ad penetration is expected to reach 32% by 2022, this percentage will multiply further in a post-Covid scenario. Due to decreased competition for bids, ads have also become cheaper and ROI has increased.

Email Marketing

Being the direct link with your clients and prospect network, upgrading audience and email limits on the mailbox is a good idea. Investing in email marketing platforms can be helpful as content becomes a hook for most audience and your timely response to the crisis will be a key differentiator for the brand. A keen focus on sharing insights, videos, tutorials, and educational content can save the day for B2B businesses. However, exercise caution to not overwhelm the audience with more than 2-3 well-paced quality communications in a month with softer CTAs.

E-Networking

All conferences and events have been cancelled until further notice. Getting the arsenal on board virtually is the need of the hour. Do not let the lockdowns stop you from organizing the event you had scheduled. In the current scenario, chances are people will not pay the registration fees, therefore balancing this by saving logistics and reaching out to a wider audience will be the way to go.

Help Others Selflessly

Navigating a crisis can seem scary. In this extraordinary time where everyone is affected in one way or the other, it is important to think about marketing as a ‘person to person’ effort rather than a ‘business to business’ approach. Marketing and Communications need to work in tandems like the brain and the heart as we move ahead. How we connect back to the roots as individuals and businesses, and compassionately give back, will define our way forward.

This is the time to hand-hold customers, clients, and employees into the new normal. To do this, as a brand we launched the #ReAcceleratewithPraxis series in March to help our clients and businesses at large, proactively sharing our team’s experience from the previous recessions and proprietary knowledge IP for wading through the tough waters.

As we go forward, TRUST becomes the new currency to survive in a work from home economy, and marketing can open new doors to build trust and credibility and minimize the adverse effects on business due to Covid.

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Sourced from Inc42

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“Google it.” If your friends, families, or colleagues are anything like mine, there’s a good chance you hear this phrase on a daily or at the very least, weekly basis. While it’s sometimes used in jest, the reality is, we can count on Google to help us answer all types of questions.

 

Much of this thanks can be given to Google’s “Hummingbird” algorithm update, which focused on improving “conversational search” at its core. At the time of the announcement, Google said that Hummingbird would be paying closer attention to every word in a query, to better understand the true meaning behind the user’s intent.

Since Hummingbird, featured snippets have become much more prominent in search as Google has become smarter and aims to provide information quicker and more effectively than before.

Google’s featured snippets have been a welcomed addition to the SEO community as well. As a content marketer, I see these as empty plots of prime real estate calling my name. If you’re unfamiliar with what I’m referring to, let’s take a look at what appears when we search “what is B2B content marketing?” in Google.

The image below is an example of a featured snippet:

b2b content marketing snippet

What are Google Featured Snippets?

Google says “featured snippets are special boxes where the format of regular listings is reversed, showing the descriptive snippet first.” Content for featured snippets is automatically pulled by Google from indexed webpages that Google believes matches the user’s intent.

For SEOs looking for ways to simply mark a page to be featured, Google says, “You can’t.” Not surprisingly, they aren’t offering up much more detail than that.

In translation: If you want to appear in Google featured snippets, you have to get out there, do some research of your own, put on your content marketing hardhat, and get to work.

That’s exactly what we have done here at KoMarketing for a number of our clients, and we can proudly say that we have had success.

Why Featured Snippets are Important for SEO

There are a few difference-makers when thinking about how featured snippet listings can impact SEO performance and results.

First, let’s go back to our above-mentioned definition of featured snippets, where we say “content for featured snippets is automatically pulled by Google from indexed webpages.” It’s important to note that your page does not have to be in the top position of organic results to be displayed in featured snippets. We have seen many client examples where blog pages or other educational site content that ranks further down page one begins to rank for featured snippet results.

Why is this so important? Well, oftentimes, the top few spots of organic rankings, especially for competitive terms, are taken up by websites with a massive business (and domain authority) behind them. Featured snippets allow smaller websites and organizations to compete for that essential search real estate.

The second primary benefit of featured snippets to SEO is simply the clicks and traffic that come from organic search when appearing in a listing. Industry research shows that about 9% of clicks go to featured snippets when there is a listing present.

At KoMarketing, we have been able to validate this research with several case examples. In fact, we recently landed a client’s webpage in featured snippets for a competitive question-based result, and have seen click-through-rates average between 10-25% for a variety of queries.

Here’s a snapshot of organic traffic to this page since it was picked up by featured snippets.

faq organic traffic chart

And finally, once you have pulled visitors to your site via featured snippets, you should capitalize by adding CTAs where they naturally fit. Since most of the queries that serve up featured snippets are considered to be “top of the sales funnel,” we often suggest adding banners to related whitepapers or other more buyer-centric content. Doing so allows us to push the site visitor further down the sales funnel, and will hopefully get them more interested in the organization’s offerings.

What are the Different Types of Featured Snippets?

To date, we have seen three primary types of featured snippets. These include:

1. Definitions: These snippets provide the user with a clear and concise explanation, specifically relating to the search term(s). We often see definitions appear for “what is” queries.

definition featured snippet

2. Tables: Google also commonly serves up tables as featured snippet results. Users are most likely to find these types of results when searching for dimensions of a certain item.

table featured snippet

3. Lists: When information can be easily presented in a series of data points, or steps to explain a process, Google will use lists in featured snippets. You will find both ordered (numbered) or unordered (non-numbered) lists depending on the result.
ordered list featured snippet

Google Featured Snippets: SEO Best Practices

Here are the steps we have learned to be critical (content marketing-specific), regardless of the query being searched.

  1. Select a Relevant Query
  2. Create Relevant Content
  3. Focus on Structure
  4. Remember SEO Best Practices
  5. Be Patient

Step 1: Select a Relevant Query

Before anything else is done, you must first identify a query to target. Since questions are very common featured snippets results, one place to start is working across the organization (sales, marketing, customer service) to identify a handful of frequently asked customer questions.

From there, look for long-tail search queries that have volume (Keyword Planner is a helpful tool) and can be included in the question itself. Make sure this is a question that requires an answer with some depth, as Google is starting to bake answers to questions like “what time is it in California?” directly into its results, with no SEO value.

time featured snippet

If you’re looking for some other ways to identify common customer questions, type a keyword associated with your business into Google and look for the “People also ask” results (see below) or use this tool, which is one of our favorites here at KoMarketing.

people also ask

Step 2: Create Relevant Content

When creating content for featured snippets, you must first and foremost focus on the query at hand. Make sure the piece of content (whether it’s a blog post or a landing page) is created with only the most relevant material and supporting detail specific to that query in mind.

Sprinkling bits and pieces of an answer throughout a less-targeted post will cause Google to work harder to decipher your content and will reduce your chances of appearing in the featured snippet for the query.

The “quality over quantity” rule also comes into play here. Your piece of content does not have to be thousands of words long for it to appear. We’ve had content with less than 500 words appear and drive an abundance of traffic to our clients’ websites.

Step 3: Focus on Structure

In addition to the overall quality of the content, we believe the format of the post is just as critical.

Before creating your content, research your query and see what formats (if any) are appearing in the featured snippet. Regardless of the query you’re targeting, make sure you include it in the title of the content. Ideally, the title of the content (including the H1 tag) will be the target query itself.

If you decide it’s best to use a list-style post, be sure to include the list towards the beginning of the post. If you think the answer to the question is best suited to be presented in a paragraph format, make sure the answer is offered as early in the post as possible and in the most concise manner possible. ‘

To summarize:

  • Include the question in the URL, title, and appropriate SEO tags
  • Present the most critical information at the start (no fluff!)
  • Think about using lists when answering “How” queries
  • Think about using paragraph format when answering “What” queries

Step 4: Remember SEO Best Practices

While Google suggests they are simply looking for the best content with this initiative, SEO best practices should not be forgotten. Include things like links to reputable sources, well-optimized titles and tags, and Schema markup. Schema markup is code that’s put on a website to help search engines return more informative results. (For more information on Schema, give Derek’s post a read).

Most of the results we see appearing in featured snippets come from a result on the first page of SERPs. However, as we mentioned, you don’t have to be in the first organic spot to get the answer box result:

what is digital marketing

With this in mind, broader SEO factors like mobile-friendliness, link profiles, and domain authority also play a factor in the bigger picture.

Step 5: Be Patient

As is the case with most things related to SEO and content marketing, patience is critical. One of our clients was recently placed in featured snippets for a competitive query a full year after the content went live. If you consider these above steps and do the work to identify an opportunity that can be attained, there’s a good chance your content will be featured in what some now are calling “position zero,” and the benefits can be substantial.

Final Thoughts

There are many other posts on the web that speak to the best ways to be featured in Google’s featured snippets, and we encourage you to check those out as well. But, from our experience in the field, the steps listed in this post are essential to success.

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Sourced from KM KOMARKETING

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With Isba’s study revealing that 15% of digital ad spend is unaccounted for, a statistic from the PwC-produced report that prompted headlines, Damon Reeve, chief executive of The Ozone Project, offers his first-hand insight into what this means for the programmatic sector.

The results from Isba’s Programmatic Supply Chain Transparency Study, carried out by PwC and in association with the AOP, have practically self-penned the industry’s headlines for the past few days.

“Missing billions”, “big holes”, “the unknown delta”, “mind-boggling” – perhaps not the usual words used to describe a positive first step, yet that’s exactly what this report represents. If, as an industry, we want to create a more sustainable, future-proofed environment for digital advertising we must first acknowledge that things aren’t working as they are. These results certainly speak to what many people already know, and reinforces the need for change.

As we look to create a blueprint for that change, it is a great step forward that it has been driven by advertisers and publishers – as the principal architects – alongside their respective trade bodies. Reversing the trend of disintermediation by programmatic tech vendors, and working together to find their voice, albeit of frustration, is one of the best outcomes of this study, and why it must be a first step and not an end in itself.

In the interests of disclosure, The Ozone Project is an advertiser-led business created by publishers and was developed to tackle many of the issues highlighted in this report. We see ourselves as a significant catalyst for the shift towards a more grown-up advertising environment, one less willing to accept the past shortcomings of programmatic.

The answer is not just what to do next, it’s how we do it

As we entered the 2020s I was convinced we would see an adult programmatic self emerge; still with lots of growth and development ahead, but also less wild and irresponsible than the younger child of the 2010s. Given some of the research in this report was produced in Q1 2020, it’s clear there is still much to do before a more mature self emerges. Nine weeks of Covid-19 isolation has given much time to reflect, and it seems how we go about change will be as important as what we change.

Firstly, collaboration must be front and centre. Through their trade bodies, advertisers and publishers have highlighted some of programmatic’s most persistent problems. An astonishing insight from the report is the confusion over whether advertisers and publishers have the right to access the log data for campaigns they are running. The answer to that question should not require consulting a legal department.

The programmatic supply chain should genuinely work in the best interests of publishers and brands. Together they must build on this work to address one of the critical recommendations from the report; standardising terms and conditions for buyers and sellers, while creating consistent data taxonomies and data sharing rules. This first step will help close the somewhat unhelpful gap that has developed between advertisers and publishers within programmatic advertising.

Secondly, while transparency is at the heart of this study, it isn’t something to fix, it is a way to behave. The ‘opacity by design’ approach that has challenged the sector for years represents institutionalised behaviour that will require a concerted effort to correct. Being open, authentic and human in terms and conditions will be deemed important qualities, rather than hiding the ‘unknown delta’ in technical terms and jargon that almost no one understands. Patience has been worn paper-thin amongst advertisers and publishers, and in this new future we will see vendors and partners selected on operating principles as much as technical capabilities.

A starting point for what to do next

The insights and recommendations from the report itself provide a framework for where future focus must be directed.

As already mentioned, standardising terms and conditions through Isba and the AOP is an obvious next step to remove much of the friction and confusion that exists today. It took PwC more than nine months to receive the information for its analysis, with an often ‘round the houses’, confused approach to who could give permission to use the data.

Brand safety has been high on the marketer agenda during these challenging times with a specific focus from Newsworks’ #BackdontBlock campaign. This new analysis should enable further grown-up conversations around brand safety generally, particularly as the study’s advertisers appeared on an average of 40,524 different domains. That’s not a misprint. 40,524 different websites. How many websites do you visit on a regular basis? Even looking beyond the first page of the Comscore top 3,000 yields some very random websites. Only 19% of campaign impressions were delivered on premium publisher domains, with the vast majority appearing on other websites and the unregulated long-tail of the internet. Responsible advertisers will no doubt be asking questions about where their advertising is going, and what exactly it is funding.

Next, the ‘unknown delta’ needs to become known. In an automated world, one would expect any margin for error to be reduced, and therefore any major gap is concerning. While many have offered thoughts as to why – from currency fluctuations to the compound impact of rounding through the supply chain – it’s important to remember that this 15% ‘unknown delta’ appears in the very small proportion of data that could be matched for the purposes of the study. If this reflects the ‘best of the best’ – major advertisers working with the most premium publishers – the 15% delta will be significantly bigger with smaller sites and smaller advertisers that weren’t measurable.

A final point not specifically called out in this report but to me is inferred in every insight and recommendation, is aligning incentives for each participant in the supply chain to the value they provide. And this extends to the agreements brands have with their media agencies. It will be very difficult to move to a trusted grown-up programmatic ecosystem if each actor is trying to game the system, whether through opportunity or necessity. Remove the incentive for opacity and we build an advertising environment that we all want. It’s on advertisers and publishers to build on this study and remove these incentives.

“The market is damn near impenetrable.”

In last week’s Financial Times, the frustration of Phil Smith, Isba’s director-general, regarding the programmatic world couldn’t have been more obvious. Yet with some time to reflect and digest, what is becoming increasingly clear is that this first-of-its-kind collaborative study has already laid great foundations for building a better future for digital advertising.

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Sourced from The Drum

 

 

Sourced from doxee.

In a previous series of posts, we have taken an extensive look at the characteristics of Inbound marketing, distinguishing it from Outbound, recounting its history, and identifying the latest developments. The goal was to describe the evolution of a concept, from theory to practice.

In this post, we will look at inbound marketing from the point of view of B2B, looking at why it’s effective, and focusing on the features that make it stand out: the production, management, and strategic distribution of high quality content (content marketing).

What is B2B marketing?

“Business-to-business marketing refers to the marketing of products or services to other businesses and organizations. It holds several key distinctions from B2C marketing, which is oriented toward consumers.” This definition is taken from the Marketing Solutions Blog from, LinkedIn, the world’s largest professional networking site with over 550 million members.

In a broad sense, B2B marketing content tends to be more informative and direct than B2C content. This is because the purchasing decisions of businesses, compared to those of consumers, are based on the impact on profits. The return on investment (ROI) is rarely a consideration of the average consumer, at least in the sense of a purely “material” investment (the ratio between expenditure and immediate economically quantifiable benefit), but it is an absolutely primary objective for business decision-makers.

B2B marketers find themselves managing a complex sales process, where they are called upon to identify the real decision-makers and the main stakeholders of the target company within a corporate landscape that is unique and characterized by specific organizational charts and decision-making flows. It becomes absolutely necessary to acquire a solid and precise knowledge of the company so as to be able to map the people really involved in the decisions by reaching them with relevant and personalized information.

Who is B2B marketing aimed at?

B2B marketing campaigns are aimed at any individual who has the ability to influence purchasing decisions. This can include a wide variety of professional titles, up to the C-level.

B2B marketing in context 

To start getting an idea of the context, let’s take a look at the Sagefrog Marketing Group’s 2020 Marketing Mix Report B2B (download here), which contains data on B2B marketing strategies, competitive trends and emerging tactics:

  • Between 2017 and 2018, at least 40% of B2B companies invested a tenth of their budget in marketing. Since then, that number has risen to almost 50%
  • The total expenditure is distributed across the following: 56% on Digital Marketing, 52% on Website Development and 36% on tradeshows and events
  • Content Marketing (27%) is an area in constant growth

In the 2018 B2B Content Marketing report focusing on Benchmarks, Budgets, and Trends by CMI and MarketingProfs, 91% of companies employ Inbound Marketing  as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Of the remaining 9%, 54% said they plan to invest in content marketing within 12 months; 43% have no immediate plans to use content marketing; and 4% have used content marketing in the past.

Quality content: a strong return on investment

The Sagefrog Report highlights that quality content can offer a strong ROI when properly optimised for search engines so that it can be easily found and shared over and over again.  This means that quality content combined with clear and graphically pleasing landing pages and contact forms can help provide qualified leads. To achieve this goal, each piece of content must be designed in such a way that it is informative, relevant, searchable, shareable, not overly promotional, and above all, distinctive from that proposed by competitors.

Where the objectives of marketing and sales meet

Among marketers’ main objectives for 2020, in the first place is the need to convert leads into customers, followed by increasing sales, growth in brand awareness, the creation of “Thought Leadership,” and finally, increased website traffic.

What’s important to point out here is that the two main objectives are in fact priorities that marketing and sales teams share, which suggests the need to harmonize operations between the two departments.

Sales and marketing leads get personal

Referrals are the main source of qualified marketing and sales leads (63%). This is by no means surprising: B2B draws useful knowledge and contacts from the interpersonal networks of professionals, who are more likely to invest their time and money working with a company if they can rely on an existing connection.

In any case, if referrals are the main source of sales and marketing leads, inbound marketing is also gaining traction (33%). In both cases, we can read the strong signal of increasing attention to the personalization of communications.

In fact, the marketing experts interviewed by Sagefrog say that in 2020 they will explore personalization strategies (47%) through Account-based marketing (42%), video marketing, (41%) and inbound marketing (39%), AI and automation (36%), conversational marketing in the form of chatbots (33%) and influencer marketing (27%).

How do I create a B2B marketing strategy? The best B2B inbound marketing tactics

The competition to win the attention of customers gets tougher every day. Building a B2B strategy that delivers results requires considered planning, execution, and management. In the aforementioned LinkedIn article, the steps for planning a B2B marketing strategy are outlined. The steps for getting there, as the aforementioned LinkedIn article describes, are part of any inbound plan because they incorporate two fundamental assumptions:

  • Personalized, useful, and relevant content that authentically conveys the brand’s vision and value system through relevant channels
  • Continuous listening to the feedback of the reference target, previously profiled
  1. Develop a global vision and select specific and measurable business objectives
  2. Define the market, never forgetting that you’re talking to a person. While B2C goods often have a wider and more general audience, B2B products and services are marketed to a set of customers with specific needs related to their sector, department, and the business function. However, potential customers are also individuals with precise demographic data, urgencies, and priorities.
  3. Identify B2B inbound marketing tactics and channels. Once solid information about the target audience has been defined, determine how and where to reach them. The knowledge gained through the previous step should help. In any case, it is good practice to prepare a list of questions to establish time and place, both physical and virtual, in which to try to intercept those who will be the recipients of targeted marketing actions.
  4. Create content, distribute it and organize campaigns. After deciding which channels to use, plan and implement best practices for each one. Each action should, in any case, be built around some critical elements: a message, expressively translated with a creative approach, a series of useful insights, the most accurate targeting possible and some understandable, transparent and persuasive call to action.
  5. Measure and improve. Consult analysis and metrics reports in order to activate review and fine-tuning processes in real time: even with a well-studied basis, the creation of content and campaigns is intrinsically based on hypotheses and forecasts and must be optimized until you have substantial involvement and conversion data to rely on. Observe the channels, topics and media that resonate the most and then enhance them.

Essential elements of B2B inbound marketing tactics  

Truly effective B2B marketing is conversational, focused, and contextually relevant, and a B2B marketing strategy must include a variety of content, most of which is typically inbound: blogs, white papers, social media, email, videos.

Blogs: Regularly updated blogs provide organic visibility and direct inbound traffic to the website, whether institutional or product based. The blog can contain different types of content: copy, infographics, videos, case studies and much more.

Search: SEO best practices must be updated in conjunction with Google’s algorithm, which is changing more and more often, making it difficult to keep up. Lately, the focus has shifted from keywords and metadata to the interpretation of the user’s signals of intent.

Social media: Both organic and paid traffic should always be part of the mix. Social networks allow you to reach and attract potential customers where they are active. B2B customers increasingly use these channels to search for potential suppliers and to inform their purchasing decisions.

White papers and ebooks: Resources containing valuable information can be gated (requiring users to provide contact information or perform another action to download the content) or freely available. Often used as B2B lead generation tools.

Email: Although its effectiveness in recent years has been impacted by the proliferation of spam filters, email is still widely used today.

Video: Content that can be used within many of areas listed above (blogs, social media, e-mail) is becoming increasingly important for B2B strategies

In conclusion: Be human

When it comes to B2B marketing, the biggest mistake we could make is thinking that you are addressing an abstract and impersonal entity. In fact, as it should be clear by now, any marketing action will be aimed at recipients who are first and foremost real people who are driven by emotional and cognitive motivations. Although corporate decisions tend to be more rational and logical in nature, this does not mean that the content communicated must be formal or “robotic” in tone.

For the same reason, campaigns that are too broad will not be able to connect with (or influence) the audience in the same way that those aimed at specific segments can. Defining and segmenting the audience is an absolutely fundamental preliminary step in creating a message that speaks directly to individuals driven by a real need.

Personalization and relevance are essential: “speaking the language” of customers is a valid precondition because it allows us to cross an initial barrier, that of understanding. But it’s not enough: it’s necessary to publish content and ads that thematically adapt to the place where they are displayed. For example, shorter videos with simpler and more immediate narrative hooks work better on social media feeds, while a longer video is probably better suited to YouTube. Put yourself in the end user’s shoes and humanize your relationship with him or her right away. As in any Inbound strategy, even in the case of B2B marketing the starting point—each person’s needs and desires—is unique.

Sourced from doxee

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Business-to-business marketers are responsible for raising awareness, generating leads to drive revenue and differentiating their organization from its competitors. A B2B marketer faces a different set of challenges with each campaign. If these challenges are not combatted, they can significantly lower the business’s efficiency and revenue.

As the president of a marketing agency, here are the top challenges I’ve observed B2B marketers are facing today and how you and your team can combat them:

1. Generating Quality Leads 

In today’s digital era, many platforms exist to publish and promote marketing content. The digital space is so cluttered with content, consumers no longer have to seek out information. Push notifications, geo-targeting, customized ads and messages, and site pop-ups deliver tailored content to every user.

B2B marketers can struggle to create enough demand for their content. Because of the plethora of content syndication opportunities available today, B2B marketers often lack understanding of which channel is right for their message.

An effective way to address this problem is doing research on the type of content your target audience actually wants — such as video, blogs, etc. — about the topics that are keeping them up at night. Creating high-quality content that provides the reader with value will gain their trust, and they will come back for more.

2. Knowing The Right Target Audience 

Strong marketing strategies should satisfy the needs of customers at every level of the customer journey. You must know your audience and what they care about in order to reach them. But, there’s a lot that goes into a B2B buyer’s decision-making process, such as how their company does business and their personal preferences. This can make it challenging to determine your target audience.

Studying your customers’ buying process enables you to segment your buyers by their pains and their needs, so you can deliver a more personalized experience when communicating and marketing to them.

3. Proving ROI

Return on investment attribution remains one of the most common challenges facing many B2B marketers. In order for a marketer to comprehend the effectiveness of each piece of content, each campaign and the overall strategy, a marketer must be able to attribute a relatively accurate amount of revenue to them.

B2B organizations often find it difficult to prove ROI because of the multiple points of contact a marketer must make before a business purchases their product or service. B2B purchasing decisions often involve interacting with a number of professionals within a company in a variety of ways, so the sales cycle is much longer and more complex. Tracking the revenue that these interactions generate can be extremely time-consuming and convoluted, as the purchase process is not linear and the financial benefits of the marketing effort are often not reaped until long after their execution.

I advise organizations to tackle this issue by facilitating two-way communication between your company’s marketing and sales teams, in addition to implementing reporting tools into your regular analysis.

4. Optimizing Your Website 

A B2B company’s website is a marketing asset that is working all day, every day, to generate traffic and convert prospects into customers. Keeping your site functional, fast and user-friendly is essential for any B2B business.

This is an umbrella issue that encompasses a variety of challenges, including:

• Optimizing SEO;

• Producing strong messaging that speaks to the pains of your buyers;

• Engaging website users with your content;

• Designing pages in an easy-to-read, yet appealing style.

It takes different skill sets to effectively manage all these types of projects, so having strong marketing partners is important to ensure you can get the right skill for the right role.

5. Strategic Marketing Planning

To plan or not to plan? While it takes time, I firmly believe that to effectively market to your customers, you must know them inside and out and plan accordingly.

Ask yourself the following questions about your customers:

• How do your customers form their plans?

• How do they evaluate solutions?

• Where else do they search for information to educate and later purchase?

• Where do they get recommendations and purchasing advice?

I believe by conducting buyer persona research, you can overcome the common challenge of marketing to the wrong consumer or marketing with the wrong message at the wrong time. Customers’ answers to these questions can inform email marketing, social media, outreach to influencers and more.

So, you have some or all of these challenges. Now what?

From creating a personalized website experience to generating quality leads, marketers face a different set of challenges. A seasoned team of marketing strategists can help you identify and overcome the marketing challenges your B2B is facing. Whether it is an in-house marketer at your organization or employing a marketing agency to fill your unique gaps, surround yourself with those who are professionals in the space so you can get the results you need.

Feature  Image Credit: Getty

By

Shannon Prager is President of Leadit Marketing, a marketing and demand gen agency focused on B2B tech and professional services companies. Read Shannon Prager’s full executive profile here.

Sourced from Forbes

By Lane Ellis.

Experiential content will help drive 2020’s digital agenda, and savvy B2B marketers should take notice.

Experiential is a word with subtly differing meanings depending on which setting it’s used in, however at the core of each definition is the fact that it all boils down to experiences.

Experiential content makes us a central part of a story, and not just a passive subject receiving a one-way brand message.

Experiential B2B Word Cloud Image

Use of experiential content has grown over the past several years as online technologies have reached a level capable delivering vibrant and engaging motion and sounds alongside clickable, swipable, and all other manner of interactivity to put you front and center.

TopRank Marketing CEO Lee Odden recently mentioned experiential content in his annual list of the top ten B2B digital marketing trends for 2020.

“Visual, experiential content that is easy to find and satisfies business buyer’s needs to be informed, entertained and inspired will continue to be areas of focus.” @LeeOdden Click To Tweet

With 98 percent of consumers more likely to make a purchase after an experience (Limelight), and 77 percent having chosen, recommended, or paid more for a brand that delivers a personalized service or experience (Forrester), why haven’t more B2B marketers begun to use experiential content?

Experiential Content’s Advantages

In a seemingly million-message-a-minute online world, experiential content offers a number of advantages.

It removes us from all other messaging, if only for a short while, and allows us to enter a world under our own control, where we can interact as we see fit, learning or buying at our own pace, all while creating a story that intertwines us with brand information and messaging.

In 2020 experiential content comes in many forms, no longer limited to just the real-world selfie booths and similar elements of the past, with just a few examples listed here:

  • Virtual Reality (VR)
  • Augmented Reality (AR)
  • Cloud-Based Digital Assets from Ceros and Other Platforms
  • Quizzes and Polls
  • Interactive Flipbooks and eBooks

In a way online gaming has been leading the way for decades when it comes to digital experiential content, and only recently have brands and marketers started to bring this power to B2B advertising campaigns.

An example of experiential content comes in the form of our Break Free of Boring B2B Guide, featuring interactive insight from a variety of B2B marketing industry influencers. Click here to enter the full-screen experience.

Experiential Marketing Embraces Digital Storytelling

Experiential content is also intertwined with both storytelling and customer experience (CX), together forming an extremely powerful triptych of B2B marketing strategy.

As a key component of experiential content, storytelling becomes even more personal and memorable when you’re a key part of the messaging experience a brand is sharing, and being remembered is more important — as well as more difficult — today than ever, which is why forward-thinking B2B marketers are utilizing experiential tactics in their 2020 tool-kits.

The importance of storytelling in the customer journey has become less of a secret in the past five years, as marketing experts and the data to back up the fact have combined to make brand storytelling a trend for the decade ahead.

“Experiential content’s role in powerful storytelling will be an increasing theme among B2B marketers looking to drive next-generation brand efforts.” — Lane R. Ellis @lanerellis Click To Tweet

Experiential Marketing Embraces Great CX

The other key element of experiential content — CX — appears to offer an ideal match, combining to form two important facets of successful B2B marketing.

What better way to deliver a stellar customer experience than by creating memorable brand storytelling using experiential content?

Two years ago we saw the rise of real-world physical pop-ups from the likes of 29Rooms achieving considerable success on Instagram and other social media platforms, however a shift to creating these worlds virtually online as immersive experiential content has taken place in 2019 and into 2020.

Experiential content also appears in WARC’s recently-released ninth-annual marketers report for 2020, which places it alongside purpose and product as three of the most important elements needed for brands to achieve greater success this year.

Some marketers and brands are pulling back from an over-investment in technology that has taken a certain amount of focus away from creativity, the same report’s survey data shows.

WARC Survey Image

Indeed, among the survey’s respondents — almost 800 global client and agency-side executives — one of the top elements comprising experiential content, VR and AR, was seen as being one of the most important emerging technologies in 2020.

Another big part of experiential content is online video, a near-unanimous selection on most top marketing trend lists, as it continues to receive the type of swift growth in ad spend dollars that has helped make online video a big success for Instagram, YouTube, and increasingly TikTok.

Over 80 percent of marketers plan to increase spending for online video in 2020, with 33 percent planning to boost spending on TikTok this year, according to the WARC survey. In the U.S. alone digital video spedning is expected to increase by over 31 percent in 2020, to $5 billion. (Winterberry Group)

“Being creative while retaining consistency of brand is key to unlocking the benefits of brand-building: from forging emotional attachments, to driving long-term brand equity and sales influences.” — Simon Cook @Cannes_Lions Click To Tweet

Cloud-based experiential content platform Ceros offers both an overview guide and an on-demand webinar for learning more about the technology, and offers up their own take on just what the term means.

“Experiential content is digital content that is purposefully designed to create an immersive experience for its consumers through some combination of interactions, animations, embedded media, and storytelling. It encourages active participation in an effort to form memorable, emotional connections between the consumer and the brand or creator,” Ceros notes.

“Experiential content makes us a central part of a story, and not just a passive subject receiving a one-way brand message.” — Lane R. Ellis @lanerellis Click To Tweet

Bake More Experiential Goodness Into Your B2B Efforts For 2020

via GIPHY

We’ve looked at what experiential content is, explored a few examples of how B2B brands are using it successfully, and showed how it is likely to see growing adoption in 2020 and beyond.

It takes considerable time, effort, and resources to implement a standout experiential content campaign, which is why many brands turn to a dedicated agency.

TopRank Marketing had the honor of being named by Forrester as the only B2B marketing agency offering influencer marketing as a top capability in its “B2B Marketing Agencies, North America, Q1 2019” report.”

Finally, here are several additional related resources we’ve put together to help you build your own interactive content:

By Lane Ellis

Sourced from TopRank Marketing

By Scott Beaudoin

Corporate social responsibility efforts such as sustainability and human rights are no longer a mandate solely for consumer-facing enterprises. How is your organization stepping up?

It’s marketing 101 for consumer companies: What you stand for is as important as what you sell.

One in three consumers choose brands based on their social and environmental impact, a rate that’s probably climbing.

When a consumer company’s values align with its customers’ values, it’s good for business. Patagonia, the quintessential purpose-led success story, declares, “We’re in business to save our home planet.”

When brand values don’t entirely mesh with consumers’ values, a brand can expect to lose sales, or maybe even get boycotted. Ask Chick-fil-A.

Values alignment is a major business responsibility as consumers look into companies’ ethics, actions and financial flows. An entire communications industry has arisen around helping consumer companies practice and showcase the right values: corporate social responsibility.

What’s new and surprising for many companies is that this values imperative is crossing over into the business-to-business (B2B) sector. B2B companies, too, have to declare a purpose beyond profit and prove they are socially and environmentally sustainable. The consumer brands they serve depend on it.

That’s because consumers are looking more deeply than ever at the products they might buy and wondering:

  • Do the people who made that earn a living wage?
  • How are the raw materials in this product obtained?
  • Is anyone getting sick or injured in the mines or factories?
  • What’s the carbon footprint of this product from cradle to grave?
  • Do I need all this packaging?
  • Does this company support diversity and inclusion, even at the executive and board levels? Are the  overpaid compared with workers?
  • And so on …executives

Procurement priorities

Because supplier actions directly affect consumer companies’ reputations, brands increasingly make procurement choices that position their supply chains as ethical, environmentally sustainable, fair and diverse, and transparent.

“For the next generation of consumers (and an increasing percentage of us today), price is no longer a key determining purchase factor,” writes Raw London CEO Ryan Wilkins. “In fact, quite the opposite is true: Super-low prices are beginning to ring alarm bells with consumers who increasingly question which resource, individual or community has been abused in order to deliver the cut-price garment, plastic toy or beauty product in their hand.”

Author Kevin Bales puts a finer point on that idea: “To make our consumer economy hum and grow and instantly gratify, costs are driven down as low as they can go, especially at the bottom of the supply chain; this can lead to abusive conditions for workers and harm to the natural world. Taken to the extreme it means slavery and catastrophic environmental destruction. But all this normally happens far from any prying eyes. It’s a hidden world that keeps its secrets.”

The landscape shifts

Heeding the call to do better, many companies have signed on to tackling one or more of the United Nation’s 17 Sustainable Development Goals. One hundred eighty-one CEOs of the Business Roundtable in August signed a statement redefining the “purpose of a corporation” to include “diversity and inclusion” … “dealing fairly and ethically with our suppliers” … “embracing sustainable practices across our businesses” …  and “transparency and effective engagement with shareholders.” All have implications for suppliers seeking contracts from consumer brands.

Accordingly, big brands are making prominent supply chain decisions. For example:

To win contracts, suppliers will need to ace ESG ratings and report the social and environmental impact of their operations from beginning to end. They will have to perform the same audits, business process adjustment, compliance and reporting that consumer companies do.

Takeaways for PR pros

B2B companies will have to disclose and report on their ESG goals and progress, telling their stories along the journey. If you are a B2B communications pro, here’s how to get started in improving your ESG reputation as a preferred supplier:

  • Assess your internal landscape. Survey your employees, customers and partners about their perception of your company in the areas of environmental sustainability, diversity and inclusion, community impact and governance. See what you’re doing right and wrong from “the family’s” perspective.
  • Assess the external landscape. See whether you’re rated by third-party agencies like Dow Jones Sustainability Indices, CDP and ecovadis and, if so, how you compare against your competitors’ ratings.
  • Conduct a materiality assessment. That’s industry terminology for discovering which of the many facets of environmental, social and governance criteria matter to your business, customers, employees, partners and industry.
  • Define a strategy and set goals. Start with easy wins and move up the chain to high-impact initiatives.
  • Engage and align the business. Get everyone in the business thinking and caring about the connection between ESG and the company’s reputation.
  • Report on your progress. The Global Reporting Initiative sets out universally accepted principles for ESG reporting.

As you can see, doing the work and getting it right are big projects. But a few stellar consumer companies have shown B2B companies the way, led by consumers who demand more than a great product at a low price.

“Purpose can’t be viewed as a department or an initiative,” says Alicia Tilman, chief executive officer at SAP. “It must be woven into a company’s operational fabric. Purpose is a lodestar guiding and inspiring everyone to create economic and societal value together.”

It’s time for B2B companies to catch up.

By Scott Beaudoin

Scott Beaudoin is EVP for social purpose and sustainability at Brodeur Partners.

Sourced from Ragan’s PR Daily

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B2B marketers can be very focused on the short term, and who can blame them? Sales are putting on the pressure for a constant stream of leads and business leaders have quarterly targets to hit to keep the shareholders at bay.

It’s this short term thinking that means the majority of activity produced by B2B marketing teams is below the line, bottom of the funnel, sales ‘activation’ activity (call it the boring stuff) and not the bigger, fame and brand building advertising activity that the majority of B2C brands seem focus on (the glamorous stuff).

Now, couple this with the fact that the average tenure of a CMO is now just 43 months (and that new incumbent wants to shake things up and make their mark on the business), and it’ll come as no surprise that only 4% of B2B marketing teams measure impact beyond six months.

But a new report from the B2B Institute and LinkedIn, packed with research from Advertising Effectiveness stalwarts Les Binet and Peter Field, says this short-sightedness is damaging the growth potential of B2B brands.

According to ‘The 5 principles of growth in B2B Marketing’, in order to grow, B2B marketers need to start shifting efforts (and budgets) towards a 50/50 split between short term activation activity and long term brand building (the stuff that makes you famous).

However, it’s pretty clear we are starting on the back foot. B2B marketers are incredibly sceptical about the value of brand building and many have a misconstrued view of the effect brand building has on the business.

Just 30% of B2B marketers, for example, believe advertising has an effect on pricing power and only 50% believe reach is a strong predictor of success. It’s pretty clear businesses need to start thinking differently about longer term brand building. But as with any shift, there has to be a strong reason to do so.

So, we have distilled the findings from the report into four arguments you can take to your board/sceptical CMO to convince them to put more budget into longer term brand building, B2B advertising and fame defining campaigns and activities.

Argument one: “Look! You can’t argue with the facts – brand building will build our market share and our bottom line.”

Let’s start with a fundamental rule. The share of voice rule. A rule that has been known and stayed consistent for the last 50 years. The rule goes thus: brands that set their share of voice (share of all category advertising expenditure) above their share of market, will tend to grow.

This has been well known in B2C, but Binet and Field have shown the trend is true in B2B – a 10% extra share of voice, for example, will lead to a rise in market share of 0.7% per year.

Put simply: shout louder than the competition in a way that gets you noticed and you will expand. That alone is worth the investment.

Argument two: “We can kill two birds with one stone with this! Not only will brand building attract new customers, but it’s a great way to reassure our current customers they have made the right choice and feel proud about being our partner.”

Put simply, brands grow in two ways, either by gaining more customers, or by selling more to current customers. In B2B, the focus is often put on the latter thanks to new customer acquisition costs being high. But this piece of research shows us that actually the best way to achieve real growth is to acquire new customers, meaning more has to be put into activity to attract them.

But shifting budgets to attract new customers doesn’t have to come at the cost of current customers – putting money into brand campaigns also helps reassure existing customers they have made the right choice (and means they can show off to their mates in the pub about working with a cool, well known brand.)

Argument three: “Don’t trust me, trust Danny Khaneman! We need to be the brand that is the easiest to choose when a potential customer is shopping around.”

While everyone seems to think B2B buyers are purely rational beings, the truth is just like anyone else, many of the decisions they make are not made on purely rational thoughts or processes but on brands, products and services that are the most ‘mentally available’. As the economist Daniel Kahneman says, “the brain is largely a machine for jumping to conclusions”.

This is due to the Availability Heuristic – a rule that says given the choice between several options, people prefer the one that comes to mind most easily. It’s the reason that when you are shopping you are most likely to pick up Fairy washing up liquid and Kelloggs cornflakes, rather than unknown brands.

Maximising mental availability, or being the easiest brand to choose to buy, is just as important in B2B as in B2C and the best way to do this is to build fame through brand building campaigns.

Argument four: “A suit isn’t a shield for emotions! After all, Business people are people too, they just happen to be at work. So we need to use the power of emotion to ensure people engage with our brand. And guess what? The best way to do that is long term advertising campaigns.”

As a marketer, one of your key aims should be to make people feel positively towards your brand, even if they can’t say why. That comes from creating emotions and feelings around your brand and positioning yourself in a way that becomes more firmly embedded in a buyer’s memory than functional product messages.

This will translate into real business results, thanks to the fact that if we like a brand (or feel a positive emotion towards it) we are more likely to hold positive beliefs about its benefits. And it shows in the results – emotion based, fame building campaigns outperform rational ones by a margin of 10x. Even the tightest CFO can’t say no to that.

B2B marketers need to need to take off those short term blinkers and start thinking about how we build brands that grow, become famous and build the business over the long term. While the short term activation activity is still key, we need to start readdressing the balance and we hope this starts today.

A big thanks to The B2B Institute, LinkedIn, as well as Les Binet and Peter Field, for their excellent research on which this whole article is based. You can download the full research report here.

Feature Image Credit: Building B2B brands

By

James Wood, head of Earnest Labs, the innovation arm of Earnest

Sourced from The Drum

By

Smartphone traffic now accounts for the majority of visits to retailers, but mobile conversion rates lag behind desktop. We take a look at the reasons for this.

A decade on from the release of the first iPhone, mobile shopping is massive. Much of this is thanks to Apple, and the many smartphones which followed, but there are still obstacles for retailers to overcome.

According to stats from Monetate, smartphone traffic worldwide to retailers is at 56.2%, and 34.5% for desktop.

However, this mobile traffic is converting at less than half the rate of that on desktop, at 2.25% compared to 4.81% for desktop. Even tablet fares better, converting at 4.06% on average.

We’ve seen the same pattern in our own stats. Around half of all visits to retailer’s sites come from mobile, but just 36% of purchases take place on mobile.

It seems that people are happy to browse on mobile, but many still prefer to buy on desktop, so let’s look at the reasons why.

There are several reasons why people prefer to buy on a laptop or PC. For one, it can be easier to navigate around the site and view images on a bigger screen, so some shoppers may browse on mobile and select products later on.

People are also more likely to buy on desktop when purchases are more complex. Travel purchases are generally more expensive and complicated – only 18% complete bookings on mobile.

Much of the issue comes down to checkout. Indeed, the add to cart rates shown above suggest this. While mobile conversion rates are less than half that of desktop, add to cart rates aren’t so far behind.

Even in sectors where shoppers are more likely to use mobile, such as fashion, mobile conversion rates still lag behind desktop.

Fashion sites attract a greater proportion of sales on mobile. In fact, this is the only sector to attract the majority of its sales from mobile shoppers (51.39%).

However, data from our recent Fashion Ecommerce Trends Report finds that fashion conversion rates are almost twice as high on desktop when compared to mobile.

Mobile usability on fashion sites has improved greatly, but some customers are still reluctant to convert via mobile devices.

The average mobile add to cart rate is 10.4%, compared to 12.9% for desktop. This implies that people are adding items to their cart at similar rates, but many more are bailing out during checkout.

The biggest issue behind lower mobile conversions is the checkout. So how can checkout be made easier? Here are three ways to do this…

People hate registering before they begin a purchase, and it seems like hard work for mobile shoppers, so providing a guest checkout option is one way to improve conversion rates.

It’s a barrier for customers, and one that isn’t necessary, as they can complete registration after purchase anyway. Streamlining forms makes checkout easier and faster, reducing hassle for shoppers, and removing sources of friction where people might abandon checkout.

Sites can allow users to autofill address and payment details saved on their phone’s browser, or postcode lookup tools to reduce the number of steps customers need to take.

Small details matter, such as defaulting to the most appropriate smartphone keyboard, like the numeric version for entering payment card details. It’s about making it easier for customers through marginal improvements.

Payment methods matter too, and providing alternatives can make it easier for mobile shoppers. Card details take time to enter, but PayPal and digital wallet options like Apple Pay can make payment fast and smooth.

Mobile is a challenge for retailers, but now that customers have shown they’re willing to browse and buy on mobile, it’s all about making the payment process smooth and easy for shoppers.

Feature Image Credit: Photo by William Iven on Unsplash.

By

Graham Charlton is editor in chief at SaleCycle

Sourced from The Drum