Posts Tagged "video"


5 Tips to Boost SEO for Supply Chain Marketers

5 Tips to Boost SEO for Supply Chain Marketers

Search engines are constantly changing, but these 5 tips will ensure that supply chain marketers can boost SEO in 2019. 


Highlights

  • People are changing how they search, and search engines are adapting accordingly.
  • Simple changes to the structure of your site can have a big impact on your search engine rankings.
  • Sites rich in quality content, like blogs and video, are poised to rank high for relevant search queries.

If there’s one constant when it comes to writing to boost Search Engine Optimization (SEO), it’s change. As users change the way they search online, search engines are continually adapting their algorithms to meet their needs. While it’s easy to get overwhelmed, it’s important for supply chain marketers to stay up-to-date and adapt their content strategy to boost SEO.

The year is just getting into full swing, and it’s a great time for savvy marketers to look ahead and make strategic decisions for SEO in 2019. These five tips will help you get ahead of the curve.

5 ways to boost SEO in 2019

1)      Cluster content

Gone are the days of keyword rankings. Rather than prioritizing keyword focus, search engines have shifted to rewarding sites that produce strong content and arrange it in focused, niche topics.

Cluster content, a method of on-site SEO, might sound daunting. But it doesn’t require reinventing the wheel, just changing the structure of your site. For a detailed look at topic clusters and pillar content, check out part three of our four part series on writing for SEO.

We’ll give you the short version here: Select several core topics that most closely align with your brand, and reflect the knowledge you have to share. Evaluate your existing content, and categorize it based on which core topic or topics it falls under. Going forward, keep these core topics top of mind when planning and creating content. Next, arrange your site to reflect core topics with content clustered and linked from pillar pages.

2)      Use header tags

As they become more and more sophisticated, search engines increasingly mirror human preferences. It doesn’t take an expert to tell you that text is more accessible to the eye when broken up by relevant subheadings — and search engines are no different. Headings make your text easier to skim and allow search engines to pick out content relevant to search queries.

Subheadings make your site more visually appealing, orienting readers and providing structure within your content. Remember that you’re creating headings for the dual purpose of guiding readers and optimizing for search engines. For this reason, stick to headings that are short and informative, reflecting the content below them, rather than teasing your readers with click-baity phrases.

Stick to headings that are short and informative, reflecting the content below them, rather than teasing your readers with click-baity phrases. Click To Tweet

3)      Blog

This one is evergreen. We’ve been writing for years about how blogging is crucial for supply chain companies, for all kinds of reasons — not the least of which is SEO. If increased lead generation and site engagement isn’t reason enough, you should know that blogging is one of the best ways to boost SEO.

A blog is your space for high-quality content that’s fresh, well-researched, and relevant. If you’re choosing your topics based on the needs and preferences of your target audience, chances are, you’re creating content that is perfectly aligned to search engine queries.

4)      Make sure your page speed is high

Page speed is crucial for boosting SEO. If your page is loading slowly, Google logs it, and your ranking suffers. Not only that, visitors who do click on your site will be frustrated and turn away.

In fact, research shows that 40% of visitors will abandon sites where the page takes longer than three seconds to load.

One of the best ways to improve page speed is to switch to HTTP/2. If you haven’t already, switching your site from HTTP/1.1 (which has been the norm since 1999) is crucial. HTTP/2 was first published in 2015, with the goal establishing a faster, more secure internet. Search Engine Journal has published this great guide to HTTP/2, where you can learn more about the benefits, and how to switch.

5)      Video

We’ve been talking about the benefits of video for a while now. Having video on your landing page will robustly improve your SEO. Video increases conversion rates, improves bounce rates, and boosts overall time on sites.

Search engines use bounce rate to rank pages — a low bounce rate and high user retention rate are indicators of strong content and high relevance to your target audience. Consequently, Google is strongly emphasizing these metrics in its ranking algorithm. Video keeps users on your site better than just about anything else and is therefore one of the most effective ways to boost SEO.

Related posts:

effective content strategy

Posts Tagged "video"


Video: Six Digital Marketing Trends for the Supply Chain 2019

Video: Six Digital Marketing Trends for the Supply Chain 2019

Digital marketing has become essential to creating brand awareness, educating audiences and building credibility with customers. Here are the latest trends for 2019.


Highlights:

  • Digital marketing has become essential to creating brand awareness, educating audiences and building credibility and trust with customers.
  • Video is currently the most popular form of content being consumed online today.
  • Peers and colleagues are the third most influential source of information for business to business (B2B) purchasing, right behind online searches and your website.

Video transcript:

Hi I’m Stacia Pathiakis. I’m an account manager at Fronetics and today I’m going to be talking to you about six trends in digital marketing for the supply chain in 2019.

Digital marketing has become essential for creating brand awareness, educating audiences and building trust and credibility with your customers. Supply chain and logistics companies increasingly see the value in digital marketing. They’re increasing their budgets and it’s important to understand what the trends are for the upcoming year.

Here are six trends to consider when planning your 2019 strategy.

First, video. Video is currently the most popular form of content being consumed online today, and video marketing will continue to add substantial value in the upcoming year. Use video to teach your audience something that’s worthwhile for them to know.

2. Chatbots. Chatbots are automated messaging apps that simulate human conversation. They’ve become more popular in the past year than social networks.

3. Voice search. Voice search is becoming an increasingly prevalent. It’s a means for people to search for the content that they’re looking for using voice recognition. A good content marketing strategy should consider how your customers will be using voice search to search for information about in your industry.

Next is long-form content. Long form content includes such things as white papers, case studies, and longer form blog posts. Many industries, including supply chain and logistics industries, are saturated with tons of short form content. Long form content provides a means of getting more in-depth information to your customers.

5. Brand ambassadors. Peers and colleagues are the third most influential source of information for business to business (B2B) purchasing. And there’s nothing more credible than a friend who speaks highly of your company’s services and products.

6. Market influencers. Market influencers is a form of marketing that focuses on individuals rather than the market as a whole. Basically, marketers identify individuals who would have influence over a larger group and target them specifically in their digital marketing campaigns.

The beginning of the year is a great time to review your marketing strategy to make any changes for the upcoming year. For more tips on boosting your digital marketing strategy in 2019, visit us at fronetics.com.

Related posts:

effective content strategy

Posts Tagged "video"


B2B Digital Marketing Trends, Budgets, and Benchmarks: Highlights for 2019

B2B Digital Marketing Trends, Budgets, and Benchmarks: Highlights for 2019

Supply chain and logistics companies: here are your key takeaways on digital marketing trends from the Content Marketing Institute’s 2019 survey.


Highlights:

  • For 2019, resolve to put your audience first.
  • Building audience trust is crucial.
  • Make sure your content is performing well by keeping pace with changes to search engines.

The Content Marketing Institute has published its ninth annual survey, giving insight into the most significant digital marketing trends and priorities for 2019. We’ll get into some key takeaways in detail, but perhaps the most striking finding was one that we’ve been talking about for years.

Of the top performing B2B marketers surveyed, the vast majority (90%) reported that they “prioritize the audience’s informational needs over their sales/promotional message.” That’s a powerful statistic. And when you consider that of the least successful B2B marketers, only 56% doing the same, it’s hard not to agree that the success gap is accounted for by this prioritization.

Digital marketing trends in 2019: making the audience a priority

Looking at the key trends from 2018, which will set the pace for 2019, some overall themes emerge. Foremost among them is the need to put audiences first. When 96% of the most successful B2B marketers report that their organizations have “built credibility and trust with their audience,” it indicates that those organizations have been highly effective at listening to their audiences and delivering value with their content.

Savvy marketers going forward will devote time and resources to researching the needs of their audience. Currently, only 23% of marketers are using email to encourage audience participation, build community, and bring new perspectives to their efforts. Not only that, but only 42% report seeking conversations with customers as a form of audience research.

Successful marketers in 2019 will lead the charge, putting email and other forms of digital marketing to use not only to publish their own content, but to form a deeper understanding of the needs and perspectives of their audience.

3 key digital marketing trends for 2019

1) Email campaigns and educational content win the day.

The majority (58%) of CMI’s survey respondents report that they have successfully used content marketing to nurture subscribers, audience, or leads within the past year. Their most successful methods were email (87%) and educational content (77%).

When it comes to building trust among your audience, and nurturing relationships with prospects, educational content can be your best friend. Click To Tweet

We’ve written before about the overwhelming preference among B2B buyers for educational content like case studies. When it comes to building trust among your audience, and nurturing relationships with prospects, educational content can be your best friend. Similarly, email marketing, when used strategically, is an ideal way to usher prospects down the sales funnel with your content. For more insights, take a look through our top 7 email marketing posts from 2018.

2) Video continues to gain popularity.

We talk a lot about the value of video marketing for the supply chain. Once again this year, video has continued to increase its popularity. More than 50% of survey respondents increased their use of video marketing. Interestingly, a majority also bumped up their use of text-based digital marketing, as well as images (such as infographics, photos, and charts).

Video is on the rise all over the internet, and it gets easier all the time to create focused, engaging, and creative video content to market your business. That being said, successful B2B companies in the supply chain are increasingly outsourcing tasks like videography in order to ensure optimal video strategy, creation, production, and distribution across social media and content platforms.

3) SEO and search algorithms are a concern.

CMI’s survey asked about content marketing issues that organizations are concerned about and found that 61% are worried about changes to SEO/search algorithms. A significant minority (45%) are also concerned about changes to social media algorithms.

It’s true that just as people are changing how they search, search engines themselves are shifting their algorithms, becoming more sophisticated, and making the simple keyword model rapidly outmoded. Keeping up with the change can be overwhelming, but resources exist to help you. Our four-part series on writing for SEO can help you adjust your strategies and provides guidance on topic clusters and pillar content, as well as how to evaluate the success of your content.

What other digital marketing trends are you looking out for in 2019?

Related posts:

building a content strategy template

Posts Tagged "video"


Video: The Basic Social Media Mistakes Companies Still Make

Video: The Basic Social Media Mistakes Companies Still Make

Social media is an ideal way for supply chain and logistics companies to reach their audience. But too many businesses are still making these basic social media mistakes.


Highlights

  • Social media only works as a marketing tool if you have a documented strategy.
  • Don’t try to use every popular platform. Find where your target audience spends their time and focus on that platform.
  • Don’t promote your brand. Engage with customers to build long-lasting relationships.

Video transcript:

I’m Kettie Laky. I’m the director of social media at Fronetics, and today we’re going to be talking about the basic mistakes that companies still make with social media.

As of 2019, there are approximately 2.8 billion social media users around the globe. So there’s no denying social media is a powerful tool for businesses to create brand awareness and generate leads. But it’s not going to be effective if it’s not done correctly.

There are three mistakes that businesses tend to make on social media still.

The first one is using objectives instead of strategy to drive their social media. Social media platforms are making updates and changes all the time to improve the customer experience. To weather those changes and to keep your customers engaged, it’s important that you have a strategy behind what you’re doing. The strategy should include content, the frequency of posts, and pillar content. A strategy’s also going to help you prove ROI.

The second mistake that companies tend to make is using all the most popular social media platforms. Social media platforms have differentiating qualities that appeal to different audiences. So get to know where your audiences are spending their time. For instance, if you’re marketing to millennials, you’re going to want to be on Twitter.

The third mistake companies tend to make on social media is by promoting rather than engaging. The companies that are having success with social media are finding innovative and creative ways to relate to their customers. So get your customers engaged, get them involved in your story, and you’re going to create long-lasting relationships with them.

If you need help with your social media strategy, give us a call or visit us at Fronetics.com.

Related posts:

social media white paper download

Posts Tagged "video"


Top 10 Supply Chain and Logistics Posts 2018

Top 10 Supply Chain and Logistics Posts 2018

These are the top 10 most-viewed supply chain and logistics posts of 2018.

Our goal throughout the year is to provide our readers with the latest news and happenings in the supply chain and logistics industry, with a focus on content marketing. We hope to educate and enlighten our readers with industry insight, tips, and trends to stay ahead of the competition.

This year we’ve taken a deeper look at supply chain and logistics companies that have experienced the highs (Google, Amazon) and lows (Tesla, KFC) of running supply chain and logistics businesses. These posts have highlighted how we can all learn a thing (or two) from their accomplishments and, of course, their mistakes.

This year we’ve taken a deeper look at supply chain and logistics companies that have experienced the highs (Google, Amazon) and lows (Tesla, KFC) of running supply chain and logistics businesses. These posts have highlighted how we can… Click To Tweet

Here’s a look at our most popular supply chain and logistics posts this year.

Top 10 supply chain and logistics posts in 2018

1. 10 Must-Follow Supply Chain and Logistics Blogs in 2018

What are your favorite supply chain and logistics blogs? Fronetics wants to tell you about some of our favorite blogs that we follow. Read full post

2.  Drawing Lessons from Tesla’s Supply Chain Issues

This guest post from Argentus Supply Chain Recruiting examines Tesla’s recent supply chain woes. Argentus also shares the biggest takeaways to help you prevent similar blunders. Read full post

3. Top 3 Logistics and Supply Chain Blogs of 2018

We love hearing what blogs you enjoy reading and find valuable. There are lots of great industry options, so we know it’s not easy to narrow down your favorites. We had lots of great responses, but only Women in Trucking held its spot on our list of the top logistics and supply chain blogs from last year. Read full post

4. KFC Ran Out of Chicken in the UK: What Supply Chain Lessons Can We Learn?

There’s another unfortunate entry in the annals of Supply Chain failures that burst into the wider world of business and pop culture: More than half of the UK’s Kentucky Fried Chicken stores closed because they ran out of chicken this year. Argentus Supply Chain Recruiting examines the lessons we can learn from the restaurant chain’s blunder. Read full post

5. How Google Does Supplier Diversity

In 2014, Google launched a supplier diversity program to ensure that its staff had the ability to search large and small vendors when purchasing products or services. The tool it developed has helped Google employees create relationships with small businesses, defined as U.S.-based companies with $15 million or less in annual revenue and 50 or fewer employees. Google felt these companies often have a specialized and innovative product or service but might never be discovered simply because of their size. Read full post

6. Infographic: Influencer Marketing and the Supply Chain

Influencer marketing is a form of marketing in which marketers identify individuals that have influence over potential buyers and create marketing campaigns and activities around these influencers. Why is this so effective? Because buyers trust influencers talking about your products and services more than they trust you talking about yourself. Read full post

7. Valentine’s 2018 Supply Chain Infographic

Consumers spent a near-record $19.2 billion on Valentine’s Day 2018, up from $18.2 billion in 2017. According to NRF’s annual survey, over half of the country participated (55%) in the romantic holiday, spending just over $140 on average. Read full post

8. Five Go-To Supply Chain Websites

Following leading websites is a great way to keep up with the latest news and information about happenings in the supply chain and logistics industry. Here are our five favorite supply chain websites. Read full post

9. Video: Why Inbound Marketing is Better than Outbound Marketing for Supply Chain Marketers

Marketers are constantly coming up with new and trendy ways to attract leads. With endless platforms available to us, it can be overwhelming for even the most seasoned marketers to know where they need to focus their efforts. Outbound marketing used to be the ‘go to’ for generating leads, but this is simply no longer the case. Marketers across industries have found that inbound marketing has many advantages over traditional marketing practices. Read full post

10. 5 Email Marketing Trends Supply Chain and Logistics Marketers Need to Know

More people are using email than ever before (close to 3.8 billion worldwide). Fronetics works with supply chain and logistics businesses every day, so we have a first-hand understanding of how email marketing can be successful in these industries. Read full post

Related posts:

building a content strategy template