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Carri Bugbee

B2B Websites NOT Great At Demand Gen | Business 2 Community - 0 views

  • If you look at the data from the survey, you will see that marketers believe their website is the leading source of leads and that 80% of marketers believe they are NOT maximizing their efforts there.As I like to say:  “you got them into the store (aka website), now what?”  The next step for marketers who are doing the right things with inbound marketing, lead nurturing, and such as optimize conversion when they get them to the website.
  • I am shocked that in this day and age: 27% have 8 or more fields.
  • Ardath: In your opinion, what is the biggest reason that B2B websites fail to generate demand?Craig: There are two reasons.The first is the propensity for creating brochureware.   Many websites are still boring, corporate, sterile, etc.  In today’s world, content needs to be arresting and provide buyers with something they actually want to read.  As well, design and usability is very important to the user experience.The second is conversion, plain and simple.  You have to decide what you want your website visitors to do on a particular page, etc.  If it is to register for something, then optimize the experience for the registration.   Most websites are not the great at that.
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  • Craig: There are powerful people in every organization who have opinions about the website who have no idea what modern marketing is about.  An optimized website typically comes from an organization where the marketing department is given autonomy to build what the buyers want, not what the CFO or even Product Development wants.
Carri Bugbee

Marketers embrace digital content testing :: BtoB Magazine - 0 views

  • While testing content is nothing new—in fact, most marketers and agencies perform some sort of testing on creative content before publication—the formalization of such processes has become a priority at many b2b companies.
  • We've learned that simplicity is the key—easily scanned, brief content, appropriate imagery and a value-based call to action.” For example, after simplifying a registration form for a particular call to action, SAP.com saw a 96% increase in the number of registrations.
  • “We have to look at what is the downside to SAP in removing a field, such as taking away "industry.' We have industry-specific sales teams, so for each field we take away to get an increased conversion, there is a downside—now we have to do more work on the back end [to learn this information].”
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  • For its Web pages, HP scores content using tools such as Safeguard by SDL Tridion, which scans Web page content for keyword optimization, metadata and visual elements to optimize the user experience and improve SEO.
  • HP's social media group reviews blogs written by HPers and implements best practices, such as testing headlines, language and calls to action. Once blogs have been reviewed and tested, the views on blog pages may increase up to eight times, Anderson said.
  • “We have a publishing calendar every week, which looks at all the content we're pushing out to meet our corporate goals,” said Cindy Kim, director-marketing and social media at JDA. “We use LinkedIn, Twitter and Facebook to see what topics resonate.”
Carri Bugbee

6 Tips for Optimizing Your Content for the Latest Trends in Consumption | Content Marke... - 0 views

  • However, during the past six months, there have been some major changes in the way audiences consume information. These changes are happening simultaneously on two fronts, one in the form of content curation and the other in content shifting. While content curation is nothing new, the rise in the use of mobile devices — especially tablets, such as the iPad and Kindle Fire — is changing when, where, and how we read internet content.
  • In the process, the programs often strip sidebar content and remove distractions such as advertising, allowing the reader to focus on the text of the article (or video/photos).  
  • Pew Research showed that nearly 20 percent of the U.S. population owns a tablet device, and nearly 30 percent owns an e-reader of some sort (a number that nearly doubled over the 2011 Christmas holiday season).
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  • 1. Incorporate calls to action directly into the text
  • As readers strip away sidebars, comments, and other elements of a website, we can no longer rely on sidebar space — or even the space directly under a post — to convert a given objective. Readers may not even see an email sign-up box or related posts that show under the text of a blog post.
  • when choosing which image to feature with a story, they look first at “proximity” to the main article text. From there, they look to patterns showing that an item is a photo and html tags to help them identify the proper photo. This would suggest that best SEO practices — such as including “alt image” tags and designating a featured image — may also help.
  • 4. Write strong headlines, lead paragraphs, and meta descriptions
  • 5. Maximize social media sharing
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