Fuel Your Marketing Podcast: Igniting Insight and Innovation in SaaS, Technology, and Marketing

We've been experiencing lower click-through rates and traffic on Google. This is because Google came up with multiple Search Engine Results Pages (SERP) features. However, if we understand the data points as to what is happening, we can test and try these trends and still win the game back.

In this episode, Arti Sharma tackles why click-through rates are diminishing, what zero-click and no-click content spaces are, and what we need to do to get a spot in these spaces.

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

• Google is trying to keep people in its ecosystem and serve them
• Zero-click Content is informational content, which is focused on the search engine results page. It provides the searcher with what they want without having to leave the search page.
• No-click Content is high-value content that has been published by a brand that requires no click to consume fully. It's often published on a third-party site.
• You cannot force your brand into any zero-click space on Google, but you can optimize your content for Google's algorithm to recognize it as high-value content.
• Be on social media, show up genuine content, and have fun doing it.

How to earn a spot in the zero-click space:

1. If your content follows the EAT principle, it may essentially have a chance to rank in featured snippets.

2. Choose a format that Google will understand. (e.g. Using a numbered list in making How-to-Tutorials)

3. Learn from existing featured content.

4. Use structured data.

5. Find the right intent and context that people are looking for.

If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!

iTunes: http://ow.ly/Ihl350xDn8M

Google Play: http://ow.ly/sPag50xDn8T

Spotify: http://ow.ly/bt0g50xDn8Q

Our Podcast Portal: http://ow.ly/ogQK50xDn8S

With Google's algorithm constantly changing, you need to be one step ahead of the game. It's important to have a deep understanding of what has been working consistently through these changes and how you will properly adapt to them.

In this episode, Arti Sharma explores some key changes every marketer should be aware of to have a real advantage for any upcoming updates from Google, especially around content creation.

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

• Every alteration to Google's algorithm has consistently prioritized the user's experience.
• Being adaptable is important, but making too many changes quickly without a data-driven approach won't benefit you.
• Slow down and analyze first what happened.
• Understanding the word queries you were ranking for before and not ranking anymore can be a starting point to help you understand what might be stopping you from doing well in the search.
• A holistic approach is a way to go.
• Don't take Google at its face value. They will come out with something different and not with what you're focusing on.
• Google's becoming intuitive and understands the meaning of what people are using.
• It's time to say goodbye to traditional keyword-based SEO tactics ad say hello to semantic SEO.
• Content rich with meaningful answers will be more likely rewarded than pages targeting specific keywords.
• Creating and crafting a compelling piece of work based on a user query can help you make better brand visibility that stands out from your competitors for all the right reasons.
• Google works with EAT principles, which stand for expertise, authoritativeness, and trustworthiness.
• Good content is not about the number of words. It's about its authoritativeness and relevance.
• Identify your industries and niche them accordingly.
• Relevant and helpful content today will turn out to be junk and unhelpful in a year or two if you leave it unattended.

If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!

iTunes: http://ow.ly/Ihl350xDn8M

Google Play: http://ow.ly/sPag50xDn8T

Spotify: http://ow.ly/bt0g50xDn8Q

Our Podcast Portal: http://ow.ly/ogQK50xDn8S

Marketing for manufacturing businesses can get challenging because of selling complex products to niche markets. Hence, it is important to make sure that marketing campaigns are very targeted and resources are utilized strategically. This ensures that every opportunity represents a significant revenue potential for your organization.

In this episode, Arti Sharma talks more about ABM strategy for B2B manufacturers, how to get started with conversion-focused marketing campaigns, and the qualities of a good ABM platform for manufacturing businesses.

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

Your marketing needs to be very targeted. It has to be personalized to be effective. Otherwise, you're simply wasting time and money marketing to people who will never be qualified to buy.

Find the right messaging that resonates with your potential market and reach them with that messaging, wherever they are.

Use marketing technologies that will make sure that your advertising campaigns are hyper-targeted.

Start your ABM strategy by identifying your right fit accounts.

Creating right fit accounts helps you create an overall strategy to build a comprehensive framework which is really tailored towards your unique sales and marketing goals.

Write hyper-focused and conversion-oriented digital ads across numerous channels.

Monitoring should be done once the campaign gets into motion. Optimization should happen on a daily, weekly, and monthly basis.

After making sure that the ad technology is in place, make sure that your marketing technology in your CRM is also in place.

Since marketing drives sales, ABM should be able to flip the traditional approach by encouraging marketers to focus all of their efforts on a defined set of targeted accounts.

A good ABM platform should eliminate operations, marketing, and sales silos and bring various departments visibility into an accounts engagement over the course of their lifecycle.

A good ABM platform must support the multi-channel ABM as well.

If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!

iTunes: http://ow.ly/Ihl350xDn8M

Google Play: http://ow.ly/sPag50xDn8T

Spotify: http://ow.ly/bt0g50xDn8Q

Our Podcast Portal: http://ow.ly/ogQK50xDn8S

Video is an essential aspect of overall marketing today. Video marketing is a great way to showcase your visions and goals, engage potential customers, and attract the right people to work and scale with you.

In this episode, Arti Sharma takes a deep dive into video marketing for B2B manufacturing. She shares some important tips on the types of videos you can make and the processes involved in video creation and marketing.

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

More and more consumption of video content is becoming more prevalent and many companies are investing and carving out specific budgets for videos.

Many companies today need help to explain what they do, who they serve, and what makes them so different. They kind of hide all this information on their website and it's going to get harder and harder to keep the attention of visitors on those types of pages.

Video marketing is something that not everybody is embracing so it's a way to differentiate yourself from others.

Types of Videos You Can Create for your Marketing:

1. Core Company Overview Video. This showcases who you are as a company, what you stand behind, what kind of team members you attract, what you take pride in serving your customers, and what they get when they work with you.

1. Summary Video of Your Processes and Approach. Instead of writing a heavy text page about your processes and approach, make a summary video for each of those stages. When you're in a unique and hard-to-explain industry, it becomes imperative for you to take advantage of video marketing.

1. Portfolio Video. This will show how you worked with clients and the complexities involved if there are any. Case study videos provide great trust and credibility for somebody who's in a later stage or an initial stage of their buying journey.

1. Testimonial Videos from Team Members. This is a great way to showcase your culture and attract the right people into your business. People like to do business with who they trust and like and feel satisfied that they'll be well taken care of.

Video Creation Steps:

1. Identify your vision and goals.
2. Have a brainstorming session internally or with an external agency.
3. Plan and schedule.
4. Prepare the people involved and the resources you need.
5. Edit and revise.
6. Hand it over to your marketing team.

Always bring what you've captured to life and make sure it is aligned with your visions and goals.

If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!

iTunes: http://ow.ly/Ihl350xDn8M

Google Play: http://ow.ly/sPag50xDn8T

Spotify: http://ow.ly/bt0g50xDn8Q

Our Podcast Portal: http://ow.ly/ogQK50xDn8S

In today's digital age, websites are the most visible part of B2B companies. Even during non-business hours, a website assists your potential customers with their independent research. It is just essential to learn how to gain a higher edge in your industry through your website design and content. This will greatly help you be the manufacturer of choice for businesses.

In this episode, Arti Sharma talks about how to create a compelling website that serves your audience well and converts at higher rates.

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

Driving high-quality prospects to the website is the best way to ensure that your target customer can be entertained, engaged, and delighted to convert into sales.

Potential customers turn to a company's website to conduct independent research before engaging the sales team.

Your website is serving as a 24/7 salesperson for your customers so it needs to create an impression to make this a delightful experience for them.

A site that does not bring any prospects or an overabundance of low-quality ones may be doing more harm than good to your team.

Important Points to Remember in Designing Your Website:

1. The first step in this entire process is to identify the goals of your site.
2. Do not use templates because templates are not serving and are not good for SEO.
3. Your website design should be backed up by data.
4. Make sure that you have a good logo and that logo is consistent throughout all your web assets.
5. Your images should not be stock photos. They should be clear and not pixelated to position your brand correctly.
6. Use different and powerful colors not just to stand out but to make it act-oriented.
7. Keep the intent in mind and create the urgency for action.
8. Make sure that your CTAs are catering to a mobile experience.
9. Audit the technicals of your website often.

Some Essential Pages on Your Website:

1. HOMEPAGE. This is the first page where a visitor lands and it introduces your company to your readers. It's important to engage a content writing company or a digital inbound strategist to write a good positioning statement.

When a user gets on your website, the homepage gets the site user's attention but the user experience will keep them engaged.

Order the header menu from left to right in order of importance to your audience.

1. ABOUT US PAGE. This personalizes your business by describing why you exist in this business. This can be an excellent spot for SEO purposes as well.

1. PRODUCT AND SERVICE PAGE. These are individual pages that provide scannable descriptions and information about a product line or service.

These pages should also include call-to-action buttons.

How you navigate your users through the correct user experience and the right calls-to-action on these pages is very important.

1. INDUSTRY PAGE OR VERTICAL MARKETS. This is another section that is high-performing for a manufacturing website design.

Topics on these pages build authentic relationships with users because here, you are speaking their language and you understand them.

1. EDUCATIONAL CONTENT PAGE. Adding a library of articles, blog posts, white papers, research, or instructional materials adds instant credibility to your site and your company. This part is also a great way to build your SEO.

If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!

iTunes: http://ow.ly/Ihl350xDn8M

Google Play: http://ow.ly/sPag50xDn8T

Spotify: http://ow.ly/bt0g50xDn8Q

Our Podcast Portal: http://ow.ly/ogQK50xDn8S

Search Engine Optimization is no longer optional. To stay relevant, set a budget for your SEO plan and adopt it at your earliest.

In this episode, Arti Sharma talks all about SEO and the value it brings to manufacturing and industrial organizations. She shares relevant tips on the things you should consider for your SEO campaign.

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

If you are one of those companies who was trying to attract the new generation of engineers to specify their products in their RFI, then you need to start working on your SEO plan.

If you go straight up in defining high-volume search keywords, you may end up risking the targeted phrases that your ideal customers are looking for and you have missed out on optimizing your web presence.

Build your buyer profile, understand their desires, their requirements, and reasons for making that search, and then choose the keywords.

Search intent is the why behind that search query.

Google's aim is to provide users with the most relevant result and if you're showing up for a non-relevant result, those people who found you came to your site and bounced back.

A higher bounce-back rate tells Google that your site is not relevant to the audience.

Four Types of Search Intent:

1. Information - people are looking for information about your product.
2. Navigational - they already know what they want and where they want to go.
3. Transactional - the searcher is looking to make a purchase.
4. Commercial Investigation - they are in the market for a specific product or service but they still have to make a decision on which solution is right for them.

Make sure that you have your technical house in order. Make sure your website is easy to find and trusted by both users and search engines.

SSL certificate is not just for E-commerce companies, it should be considered because it establishes trust. Google might spit out and say your network is not safe to visit the site.

Site speed is critical especially when everything now is so instant.

A local approach is advised if you work for a manufacturing facility that can only deliver items to specific locations or has predefined boundaries. Whereas, an international approach is advised if you are a large industrial enterprise that may distribute statewide through various locations.

Metadata is a code that contains webpages descriptions. It aims to explain to search engine robots what the page is all about.

Be as specific as you can get on your metadata.

Require somebody to monitor your rankings, your competition, and what your data is telling you.

Like any marketing plan, your SEO campaign is incomplete without a measurable ROI process.

Clean up your 404 pages.

If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!

iTunes: http://ow.ly/Ihl350xDn8M

Google Play: http://ow.ly/sPag50xDn8T

Spotify: http://ow.ly/bt0g50xDn8Q

Our Podcast Portal: http://ow.ly/ogQK50xDn8S

In today's business world, it is not enough to just have a great product. We also need great marketing strategies. With so much competition out there, you must do the most creative marketing strategies not just to attract potential customers but also to get long-term trust and loyalty for your brand and generate more sales as you grow.

In this episode, Arti Sharma takes a deep dive into the 5 inbound strategies for manufacturing organizations. They've found these techniques to be staples in attracting, engaging, and creating delightful experiences for their audience.

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

5 Inbound Strategies for Manufacturing Companies:

1. Website Design. A website is an efficient and very important part of doing business today. A good website can leave a positive impression on your visitors.

1. Content Marketing. It is becoming more important to produce higher-quality content that engages customers and establishes that trust.

How to improve your blogging and content marketing strategies:

• Produce high-quality relevant content for your audience.
• Make sure that your content is well-written and easy to read.
• Break your content down through videos and images. Educate your audience through a variety of different content.
• Share your content on social media platforms for wider exposure.

1. Search Engine Optimization. SEO is a very important concept and search intent in SEO should not be missed.

1. Video Advertising and Marketing. Use videos to market and promote your brand. These can educate customers about your company, your product, and your services. It's a great way to connect with your target audience and generate more sales for your business.

1. Paid Advertising. Reaching your audience quickly with some targeted and strategic paid advertising techniques will drive the right visitors to your site. SEO and paid advertising, when done in tandem, can perform at a higher level.

If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!

iTunes: http://ow.ly/Ihl350xDn8M

Google Play: http://ow.ly/sPag50xDn8T

Spotify: http://ow.ly/bt0g50xDn8Q

Our Podcast Portal: http://ow.ly/ogQK50xDn8S

Gone are the days when buyers make a phone call to talk to a sales representative to find solutions to their problems. With easy access to the internet these days, they now prefer to find everything online and make a decision even before talking to your sales team. Thus, it is time to invest in better digital marketing techniques for your business.

In this episode, Arti Sharma talks about where marketing is heading for manufacturing organizations and why now is the time for most manufacturing and OEMs to embrace modern-day strategies.

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

In the past few years, manufacturing companies have invested in modernizing their marketing and have seen measurable results.

Traditional sales and marketing tactics are still pieces of the puzzle, but a growing segment is online.

Most manufacturing customers prefer to find answers online rather than making a phone call. This shift is forcing more and more manufacturing companies to look at their digital presence.

Everybody has access to the internet, and modern phones have made it easy.

Giving the people involved in the buying process more information would be key to your success and their success.

Marketing, in general, is two big buckets, inbound and outbound.

Outbound marketing focuses on pushing your message out to those who might be a good match for your target customer profile. Inbound marketing focuses on showing up for people searching for what you offer.

Understand who your ideal customers are and how your marketing could handle them. Be involved in their journey to create that experience and make a memorable brand impression.

Outbound activities can complement inbound sponsorships like the prominent trade show booths you've paid heavy amounts. Do awareness-generating activities even before getting into those booths.

Today's manufacturing and B2B buyers make most of their purchase decision even before they've spoken to your sales team or rep.

Inbound marketing is becoming more prominent and is all about ensuring that your website is doing the job of a sales rep and steering those visitors into taking relevant action.

If you are not investing in internet marketing or digital marketing techniques, you won't even be able to show up.

Build high-quality educational content that establishes trust and also trust in your capabilities and expertise.

Do not do a hard sell. Allow visitors to browse your educational content, specifications, case study features, and company information you have on your website.

Invest in identifying your ideal customer and building educational, relevant, and engaging content.

Keep your prospects on the website and guide them through their journey to take relevant action.

Considering the growth and a scale-up strategy, you should look at anywhere between 15-20% on your marketing.

If you don't have sales resources, 35% of your top-line revenue, including your sales team, should be considered a budget for the coming year or whenever you want to resell.

If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!

iTunes: http://ow.ly/Ihl350xDn8M

Google Play: http://ow.ly/sPag50xDn8T

Spotify: http://ow.ly/bt0g50xDn8Q

Our Podcast Portal: http://ow.ly/ogQK50xDn8S

Marketing is ever-changing and if you fear adopting new technologies, your competitors will be way ahead while you get stuck. On the other hand, if you choose the right tools that will fit your business processes, you are going to give your customers the best experience and your business will be profitable.

In this episode, Arti Sharma and Rebecca Phillips talk about choosing the right automation for your business process and the benefits of having it for your business growth.

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

• In this day and age, customer delight is a big thing for businesses.
• Having automation will give you more time to focus on things that are going to move the needle and it's not just for large organizations.
• Your team must have a high level of adoption to be able to use the tools that you want to use and achieve their purpose and function.
• The tools must be easy to use and customizable to your processes.
• RevOps puts the customers at the center, looks at the customer journey, and aligns the tools to create a smooth transition for the team. Ultimately it's going to be the most profitable and the best experience for the customers.
• As we focus on the customer's delight, we should never forget to imply delight. A delightful experience for the employees will give a delightful experience for the customers.
• You can take marketing technology on and hire someone to figure out how to make it work.
• Be very clear with your goals and what you need to make efficient use of the technology that you acquire.
• Put an adoption plan on your end but make sure that you're doing your due diligence in buying the right tool that is progressive, understands your industry, and always has available support.
• Marketing is so dynamic today. Trends and technology are always changing.
• If you're evaluating any CRM system, think about the product map, ask how it evolved in the last 2-4 years, and look at what the future will look like for them.
• If you are fearful of adopting new technologies, then you're going to be stuck.
• One of the other ways to stay relevant is to keep testing and evaluating.

Today's Guest:

Rebecca Philips is a Channel Account Manager at HubSpot. She helps a lot of businesses grow using technology to improve communication and customer experience.

Connect and learn more about Rebecca here:

LinkedIn: https://www.linkedin.com/in/rebeccajamphillips

Twitter: https://twitter.com/rebeccajam

If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!

iTunes: http://ow.ly/Ihl350xDn8M

Google Play: http://ow.ly/sPag50xDn8T

Spotify: http://ow.ly/bt0g50xDn8Q

Our Podcast Portal: http://ow.ly/ogQK50xDn8S

Marketing technologies are changing so fast. These techs can make things easier, but keep in mind that the steps you take in your business must always align with your long-term vision, your brand promise, and the values that you want to add to your clients.

In this episode, marketing and business coach Dan Holstein talks about the importance of marketing in scaling a business, what should be in an ideal marketing vision, and taking advantage of new marketing technologies without losing your interpersonal relationship with your clients.

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

• Marketing is the engine that drives growth and scaling.
• If you don't have an effective, consistent, and replicable marketing function, then you'll run up and down in the business.
• Develop rapport and trust with your customers along their journey with your business.
• Discounting is a financial apology for a lack of confidence in your product or service.
• Marketing is designed to uncover people's needs and to let them know that you are the best solution for them or their problems.
• Look at the long-term, from your core values up to your vision.
• Be clear on your target market, understand your brand promise and the value that you add to your clients, and make sure that you've got the mechanism and the right people.
• If you know your leading indicators and you're taking the right actions, you know when something's going to happen.
• Reach out to your customers and stay connected with them. Find out what's important to them from time to time.
• Automation is useful but you have to be careful not to alienate your potential customers.

Today's Guest:

Dan Holstein is a business leader and a marketing and business coach who helps entrepreneurs scale and exit their businesses.

Connect and learn more about Dan here:

LinkedIn: https://ca.linkedin.com/in/danholstein Website: https://www.kaizenperformance.com YouTube: https://www.youtube.com/c/kaizenperformanceimprovement

If you liked this episode of Fuel Your Marketing, tell your friends! Find us on iTunes and Google Play to rate/review/subscribe to the show. Want more? Visit our website, and find us on Facebook, Instagram, and YouTube!

iTunes: http://ow.ly/Ihl350xDn8M Google Play: http://ow.ly/sPag50xDn8T Spotify: http://ow.ly/bt0g50xDn8Q Our Podcast Portal: http://ow.ly/ogQK50xDn8S