Episode 02: 2018's 3 Most Promising Online Trends

Today we're diving deep into the power of targeted demand generation. We'll explore strategies in marketing to find more qualified leads, driving the success of businesses.

Arti describes the way to build a brand that sticks in the long run, covering the topics that matter most in the industry. She'll provide metrics, actionable tips, and advice that you can apply to your own marketing efforts.

Listen and learn in this episode!

Episode Highlights:
00:00 Podcast Intro
00:10 The power of targeted demand generation
01:45 Lead generation vs demand generation
02:25 Data's Role in your campaign
03:45 Personalized engagement
04:10 Sales & Marketing alignment
04:40 Top 5 Metrics to keep an eye on
06:00 When to use targeted demand generation?
7:00 What kind of content should you produce on campaigns?
8:00 Example: Health Tech Space Company
10:40 Adapting your campaign to your target audience
13:30 Outro

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Artificial Intelligence is here to stay, so why not use it to our advantage? Experienced marketers and AI can accelerate your business's growth. See it as having the finest high-octane fuel in your luxury car's tank, which is your marketing campaign.

In this episode, Arti Sharma wraps up the way AI is changing the world of advertising. How important it is to up-level your skillset using these tools, maximizing your revenue and engagement results.

Listen and learn in this episode!
Episode Highlights:
00:00 Podcast Intro
00:10 Episode Intro
00:30 A deep dive into Artificial Intelligence
01:20 Why AI matters so much for us marketers and business owners?
02:25 How AI is changing how we interact with technology
03:25 How is AI already making waves in the world of advertising
04:30 Combining marketing strategy with AI
06:20 How experienced marketers help
08:00 Learning to uplevel your skillset using AI
09:45 The importance of embracing AI through testing
11:00 Simple automation can be your entryway
12:05 Optimizing your marketing campaigns

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!
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One of the trends we’ve seen in 2023 is the use of AMPs or Accelerated Mobile Pages. They provide a seamless experience to users which can lead to higher conversion rates and sales for businesses. However, there are also some downsides you need to consider before applying them to your business.

In this episode, Arti Sharma wraps up the 2023 SEO series by talking about AMPs or Accelerated Mobile Pages. She shares the pros and cons of using them to help you make the right decision if you should hop on this trend for your business.

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

Accelerated Mobile Page (AMP) is an open-source framework developed by Google Developers that allows web developers to create fast loading lightweight versions of web pages for mobile devices.

Why businesses are using AMPs?

1. AMPs are designed to load quickly and provide a smooth, seamless user experience on mobile devices, which can improve user engagement rates. 

2. Faster loading times tend to rank higher in search results, so implementing AMP can improve a website's ranking and visibility.

3. AMPs are eligible to be displayed in the top stories at the top of Google search results, which can increase the visibility and credibility of a website. 

4. Improved user experience and faster loading time lead to a better experience, which can lead to better conversions and sales.

Some downsides of using AMPs:

1. Limited functionality

2. Reduced control over the site’s appearance

3. May impact SEO negatively if not done properly (according to some experts)

4. Creating separate versions of pages may lead to content duplication and potential penalties from search engines

5. Privacy concerns

Make the right decision by weighing the pros and cons of AMPs and analyzing what is the right fit for your business.

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!

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Your Google My Business profile might be updated and well-managed but are you also using Apple Business Connect? Can people find your business on Apple Maps? It’s something that you don’t want to miss out on.

In this episode, Arti Sharma shares more about the current SEO trends. Here, she gives you some important tips to help optimize for local Voice Searches on different Maps. 

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

• More than 2 Billion people are using Voice Search to find businesses, products, services, and general information.
• One big reason why voice search has been so successful in recent years is that it’s being used in smartphones, smart homes, cars, and everywhere else. 
• The 3 types of Voice Searches: Discovery, Direct, and Knowledge-based.
• In discovery searches, people are looking for types of local businesses.
• In direct searches, people ask for information about a specific local business.
• Knowledge searches may have local businesses’ intent, but local businesses can create information that will answer that particular question.
• While discovery searches are important for finding new customers, direct searches can often be more important because these customers want to interact or do business with you.
• 3 out of 4 users of the iOS device use Apple Maps, not Google Maps.
• Go to mapsconnect.apple.com to claim your listing. You should have an Apple ID to have access to this.
• Optimize your Yelp business listing because Apple sources information from Yelp
• If you optimize your business to show up well on a Google search and Google Maps, you are already well optimized to show up in a Voice Search on Google Assistant.
• Alexa gets local business data, photos, and reviews from two primary sources: Yelp and Yext.

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!

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Do you think you’re missing out on traffic because people aren’t searching the way you think they are? If your website is not optimized for voice search, then this could be the case.

In this episode, Arti Sharma discusses what a voice search is and some of the best Voice Search Optimization practices. 

Listen and learn in this episode!

KEY TAKEAWAYS FROM THIS EPISODE

• SEO strategies and resources for voice search will not only get you more traffic from people using voice search but will also become more important pillars of your entire SEO strategy going forward. 
• There’s a difference between a typed search and a voice command search.

Best practices for Voice Search Optimization:

1. Look at long-tail keyword strings and include them in your content. Think about the who, what, where, and how when starting to build content. Include them in your copy and headings.

2. Use conversational language. Sound authentic, easier to understand, and easier to read. Casual writing is the way to go. 

3. Improve your local SEO. Local SEO is the process of improving your search visibility for local businesses. Maintain a Google business profile. 

4. Get more featured snippets.

5. Use schema markups.

6. Optimize for mobile and improve site speed.

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!

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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!

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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!

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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!

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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.

2. 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.

3. 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.

4. 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!

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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.

2. 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.

3. 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.

4. 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.

5. 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!

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