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August 8, 2019

The Most Effective SEO Strategies For B2B Marketing –Things To Keep In Mind


The Most Effective SEO Strategies For B2B Marketing –Things To Keep In Mind

Just as the marketing field is getting changed over the time span of each year, the strategies of SEO, SMO and other marketing practices are also being evolved and more advanced. There are various factors behind this namely change in user behavior, industry findings, updated algorithms and so on. That is why the SEO marketing implemented for the last year might not prove to be same useful this year and the following. You need yearly revision of the SEO strategies especially for a B2B Lead Generation so that your business is never out of league in the competitive market. The search engine optimization strategies are to be upgraded accordingly –you might limit some, add some or even minus some.

SEO Strategies To Consider For B2B Marketing

The business to business lead generation plays a pivotal role in determining how your business will perform in the market and for this you need the most effective SEO practices. In this context, you should also make sure that you have maintained a supportive relation with the target audience; have strong online presence for ease of communication and excellent brand exposure to the market. So here are the best SEO practices for B2B Marketing –

  • Strategic Landing Pages

Although in theory, more landing pages mean greater opportunity to leverage organic search but the evident fact is that a large number of landing pages without any proper content would not earn customers. If you find that audience is clicking on the share button or linking the page on their social media account, you can be assured that your landing page is performing well. At the same time, check out competitive pages to see how their pages are ranking on search results. While most search results direct to the Home Page, the audience shows interest in the business through landing pages.  

  • Personalized Content With Proper Keyword

Unique, easily understandable and interactive contents aid in B2B Lead generation especially when proper keywords are used by the SEO Team according to what potential buyers require or would search on internet. Unless you are well aware of the needs of the target audience, data collection and content marketing would not be fruitful. The idea is to attract more visitors and this can be done with various contents like news articles, blogs, testimonials, product videos etc.

As for keyword search is concerned, make sure you do not only emphasize on conventional keywords but address the secondary keywords or related keywords as well, which is perfectly addressed by Google. With the introduction of voice search options on search engines or e-commerce websites, using simple natural language is mandatory so that tagging and content optimization is easier.  

  • Keep Abreast With Google Search Changes But Don’t Limit Focus

The SEO team relentlessly optimizes the contents to earn better ranking on search engines like Google and also make sure the contents are easily available on the initial few pages on Google. The Google marketing is subject to change regularly and unless you are well aware of such changes such as tagging display page differently, putting the brand name first and so on, the outcome will not be satisfactory. Google can automatically detect the importance of the keywords and often change the tags accordingly. You need to make sure that this does not hamper the page visibility.

At the same time, relying only on Google SEO is not enough because with the growing popularity of social media pages, YouTube and other platforms, the SEO strategy should be devised accordingly along with changed content template for different platforms.  

  • Optimization For Mobile Devices Is Mandatory

In this mobile-dependent age you should always keep different SEO strategies for websites and apps or mobile version of the website. When you are implementing SEO for B2B for your business website, make sure you consider the multimedia, font size, navigation, links, translation, loading times for content and other features which might be different for mobile devices. Google search on mobile is the most common nowadays as people are more dependent to Smartphone rather than personal computers. By all means, your Google search ranking will get higher only if you have created a responsive mobile-friendly website with strategically optimized user experience.   

  • Q&A Feature Will Be Helpful

In terms of content developing through SEO, integrating a questionnaire and answer pattern can make your website rank higher in search engines as most people generally search with a question. If your website has such most searched questions listed in content along with proper answers, they will automatically rank higher than those with general content. You can take help from Google Keyword Planner but also consider whether your website needs more transparency with audience. With such an interactive pattern, your content will be easy to locate on search engines.

At the same time, it is important to optimize resource sections and content hubs for search engines and users so that the organic traffic can increase yearly up to 75 percent.   

  • Securing Websites Will Aid In Better SEO Ranking

Audience would always go for the website starting with address as Https rather than Http because the Https websites offer secure search. Various search engines including Google consider Https as the ranking signal and also stated that those websites using Http would be called out. So obviously, with a secure search option, your website will perform better in SEO ranking than the rest.   

  • Use Chatbox For Better Communication And Higher Ranking

In B2B Lead generation¸ Chatboxes are often incorporated within a website to enhance the user experience and boost communication with potential customers. While providing important data for SEO, the chatboxes not only let the visitor interact with you but also let you address his/her queries regarding your service or products. In this context, the personalized messages can prove to be handy for smooth and fast conversation.   

At Predictable Marketing, you will learn about linking domains on social media or emails and adding interactive infographics, videos etc. You will be offered flexible strategies complying with new changes and we make sure you experiment with various strategies to come up with what is best and compatible for your business.

July 26, 2019

The market for Robotic Process Automation products in the UK

The market for Robotic Process Automation (RPA) Software grew by 63.1% in 2018, Gartner reports. Robotic Process Automation (RPA) is regarded as one of the fastest emerging technologies and there is a good reason why. 

  1. Typical ROI on RPA products is within 3-6 months. And this is only that long for large,enterprise-level projects. If RPA products are applied to a small part of the process in a business function, the return is almost instant. For example, if RPA is used for collecting invoice information from an external portal and updating it in SAP, the savings in the time taken to process an invoice are instant.  
  2. RPA products are less of a burden on IT staff in your business. It is a non-intrusive technology and doesn’t require you to rip-off your existing back-end systems or pay expensive development costs on top of it. RPA products work on the presentation layer and replicate what a human can do. That means IT does not need to custom code API’s to enable endtoend automation of a process.  
  3. It is your virtual workforce that works 24×7, 365 days in year. No sick holidays, no breaks. RPA products are the best choice to automate large volume, highly mature, manual and repetitive workflows.  

RPA products are being used heavily to automate compliance reporting for financial processes. However, that is not the only case of RPA products being used for automation in the UK.

Some other use cases include

  1. Matching of invoices 
  2. Gathering information to enable recruiters to find the right candidate for their job 
  3. Doing Competitive analysis by collecting information from different online portals 
  4. Conducting KYC (Know your customer) validation by connecting information from various systems 

There are RPA product specialists in the UK, who have developed products/solutions/services around specific use cases whereas others operate on a broader spectrum of business problems. How to take RPA products to the market remains a challenge.  

What is the most effective Go-to-Market for RPA products?

What is the most-effective marketing channel for selling RPA products in the UK – Social, website inbound leads, events, micro-events, PR, email, telemarketing, demo events or webinars? Where do you get the best return? Most product vendors also provide support to the resellers given they have marketing and sales resources that can win new business. Talk to us at Predictable Marketing and find out how we have helped several RPA product resellers in the UK to develop and implement an inbound go-to-market strategy.  

June 26, 2019

How to keep your website on top of Google Search?

A set-it, forget-it approach does not work for your website SEO

There is enough awareness today about the factors that affect website search rankings. In addition, tools like SEMRush, MOZ that are helpful in identifying technical issues such as page load speed, broken links and missing titles that might be negatively affecting your website ranking. B2B technology marketing has technical skills available within the organization to fix these issues. Also, technology marketing managers understand these factors enough to get external help to get these issues resolved.

Why SEO should be your A Game?

Search Engine Optimization is not a one-off task. Fixing technical SEO issues gives marketing managers a solid stage and then build upon and create content for their target audience. All technical SEO efforts ensure that your content and marketing assets are not wasted because of poor searchability and are visible to the intended audience. For all gym goers, the analogy is easy.  You must put in extra effort initially to get your body in shape, but a regular exercise regime is important to sustain fitness.

Add value to your business by regularly maintaining Search Engine Ranking!

In the context of websites, this means creating valuable content. Regurgitating content with corporate wordage doesn’t count. You can manage to stuff keywords into a piece of content inspired by some other article or blog, and it might even pass the Google test, but it will fail miserably when your intended customer reads it. On the other hand, content written simply to provide insight into a common problem that your customers face will lead to dialogue between you and your prospects.

Know your Customers’ Search Patterns (Keyword Research)

It’s important to do your keyword research before you start spending time, effort and money on content. How does your intended audience search for? Ask your customers, search for questions they ask in meetings and see if the search results are relevant. Use keyword tools such as Google Keyword Planner or paid tools such as WordStream to get insights into search terms that are most relevant for your business. Incorporate these keywords into your content strategy.  This will ensure that the content you create is searchable.

Businesses often mistake keyword research as a onetime exercise. I would be recommending verifying your search terms every three months for B2B/technology marketing and even quicker for local businesses. Some trades are specific and may not need to revisit keywords for a year such as “locally certified electrician”. A very few chances we will search that differently. On the other hand “business process automation use cases” was replaced by “intelligent process automation examples” in a short space of time.

Create valuable & effective content regularly (Create a content calendar)

It is easier said than done. I often get asked questions like how much content should I write, how many words should be in the blog, what should we write about? I have answered these questions below. However, the length and frequency of content might vary by industry. For example, for technology marketing, one insightful article a month, marketing new technology solution, could be effective whereas for a beauty therapist business or any impulse purchase category a post a day with latest offers would be a minimum requirement.

There is no escape – Content Writing!

I know content creation is not easy. You wouldn’t have time to write blogs and content writers might not necessarily understand your customer base to understand the problems they are facing and create valuable content. I have come around this problem by providing my customers a “scribble template” which they use when they are on a train or when an idea strikes on the golf course or a kid’s football practice session. It takes a couple of minutes for them to register their thought and share it with me. I receive all sorts of notes – a conversation they had with their customer, an idea discussed in a meeting, something they have read, something that they saw. Inspiration is all around us! This makes it possible for a content writer to create valuable content for prospects.

How much content should you write?

Google gives very high weightage to websites being updated regularly. So, the more content you create, the better. The cost and time to create is often a consideration but try out the model I have described above. Your content writer is like a therapist/counselor, essential for your business success. They keep the spirits high!  Therefore, the length varies. Google measures the intent of the content and its effectiveness in answering your prospects search query. If you can answer that in 500 words that’s good but usually, explained content pieces like this one easily exceed 1500 words. Please don’t take this as a prescription. It is the quality that wins over quantity here!

What should be your content publishing platform?

Your own website and blog are the first place to start. But don’t stop there. Use your social media platforms to syndicate this content and identify all media channels your customers will be active on. You want to get your thought leadership in front of your prospective customers.

Monitor Website Performance monthly

You cannot improve what you cannot measure. Monitor the performance of your website using google analytics or any other tool you prefer. Understand where the traffic is coming from and which content is bringing them to your website. Your marketing strategy should be guided by the numbers you see here. For example – if you are creating campaigns around “Intelligence Process Automation” but your customer is searching for “how to automate claims processing using robotics” you might need to change the marketing message that appeals to your audience.  As I said at the beginning of this blog, search engine optimization cannot be a one-off effort. Use insights like the above to create more relevant marketing content. You need to keep testing and changing course in line with customer behavior.

Publicize your Credentials (PR is important)

Link building is a dirty word in marketing. I believe in genuinely promoting the good work you have done in platforms where your intended audience is present. That will give your website the much talked about link juice without adopting any black hat activities. I have always stayed away from agencies who claim they can create twenty authority back links and improve your search ranks in a month and for technology marketing, even three months is a stretch.

Having said that any opportunity to promote your thought leadership, technical expertise, the good work you have done should not be missed.

Google ADS: a necessary evil

If you have recently noticed, the Google search results page has changed.  Above the fold space (premium web real estate) is occupies by sponsored content. If this is going to continue, unfortunately, Google ads will become a necessary evil for monetizing your online presence.  Especially for technology marketing, it is recommended that some percentage of your marketing budget is set aside for paid ads.

Local SEO for local businesses

If you are a local business, optimizing your local searchability might be all you need.  Optimizing local search is topic for another discussion but in short, your local business page should be a mini reflection of your website with reviews from your customers and links to other local directories. I have also seen local search optimization work beautifully for technology marketing as well. If a technology company can offer localized offers it is easy to maintain a global presence and local appeal at the same time.

May 18, 2019

Most Effective SEO Strategies for B2B Marketing

Most Effective SEO Strategies for B2B Marketing

SEO strategies for B2B Marketing bear slow but long term results, hence cannot be ignored. SEO is a continuous effort and not a one-off project – that is the reason SEO features last in the lead generation or marketing priority list. I also feel, especially where B2B or tech companies target complex and sometimes vague* solutions – it’s difficult for them to decide which keywords to focus on. To top it all up, technical SEO is un-glamorous to showcase in a board meeting where you are trying to prove the return on B2B marketing investment. Imagine the “so what” look on a director’s face if you told them you fixed 30 duplicate title descriptions and created 10 new backlinks!

*(Small tech companies offer custom built solutions which cannot always be described in  a word or phrase)

SEO strategy cannot be static

Marketing is a dynamic function. Customer behaviors change very quickly, marketing needs to keep pace and change accordingly. In fact, this one of the reasons I chose to be a marketing consultant as you get to do something new every day.  However, there are few channels of marketing which almost change too fast  – Search engine optimisation (SEO) and  Social media optimisation (SMO).

There are various factors behind this change –  changing user behavior, industry findings and of course ever changing search engine algorithms. That is why the SEO marketing strategy you implemented last year might not prove so useful this year. If you want to stay ahead of competition and annual revision of your SEO strategy is critical. This is especially true for B2B lead generation goals as buzzwords and keywords change quickly. We were talking about Robotic Process Automation last year, Intelligent Process Automation is the new search term today.  If your search engine optimisation strategy doesn’t meet changing customer behaviors, its bound to fail.

SEO Strategies to Consider for B2B Marketing

The business to business lead generation is more dependent on inbound leads and to create a lead magnet you need the most effective SEO practices. In this context, your SEO practices must make sure that you maintain a supportive relation with the target audience; have strong online presence for ease of communication and excellent brand exposure to the market.  Here are some SEO best practices to achieve that –

Strategic Landing Pages

Although in theory, more landing pages mean greater opportunity to leverage organic search but large number of landing pages without any proper content would not earn customers. If you find that audience is clicking on the share button or linking the page on their social media account, you can be assured that your landing page is performing well. At the same time, check out competitive pages to see how their pages are ranking on search results. While most search results direct to the Home Page, the audience shows interest in the business through landing pages.

Personalized Content with Relevant Keywords

Unique, easily understandable and interactive content aids B2B Lead generation. Select your keywords wisely. What are your potential buyers searching when they are looking for a solution like yours?  Unless you are well aware of the needs of the target audience, data collection and content marketing would not be fruitful. The idea is to attract more relevant visitors, not just any visitors and content plays an important part.

At Predictable Marketing we suggest you step into your customers shoes and then try and find yourself online. There are tips, tricks and tools to help with that and we urge our customers to spend sufficient time in finding these search terms first and then develop their SEO strategies around it. Talk to us about how to find the most effective keywords for you.

May 6, 2019

Best B2B Lead Generation Techniques to Adopt In 2019


B2B or business to business marketing is competitive as units sold per year are few and the supplier market is saturated. One-off B2B marketing campaigns are not as effective as it is less likely that you will catch a prospect, ready to buy with just one campaign.  A successful B2B lead generation strategy requires a continuous marketing effort.

Before you build a plan for lead generation , let’s define what a lead is. Well, while in simple terms you might call any potential audience of your business website as lead, in factual terms, the lead is a customer who is only steps away from buying from you. Unless you intrigue the customer with your services and make them aware of how you can solve their problems and help them achieve their objective B2B marketing fails miserably.

A regular influx of leads is the backbone of business growth. Various factors contribute towards creating a regular inflow of leads – your messaging, the user experience,  presence and search ability, strength of your database and the channels you select to go-to-market – social, email, google, events, webinars, partners, affiliate marketing or any other channel. So let’s look at some building blocks which we recommend for a successful B2B marketing strategy.

Website Optimization

Can you prospects find you online? Once they do –would they  like to spend their valuable time on your website ? Slow loading of the pages, website errors, inability to load location etc are some of the strict no-no’s in website marketing. Ensure the user experience is good and  that there are no crashed pages or pages with “content coming soon” on your website.

  • Make sure your website equally looks good on mobile. Mobile-friendliness can no longer be ignored. Most of our customers get 50% or more visitors from mobile phones. In this age, where websites are having mobile apps launched to reach out to wider audience base, your website should be mobile-friendly. In this context, optimize the font, page loading times, widgets and media to ensure that they run smoothly on mobile.
  • Google Analytics can be your best guide in finding new keywords which are normally hidden in the website content. This will help you locate the long-tail keywords consisting of three or more words which generally have low search volumes but convert easily due to high relevance. For keyword optimization, you can also check competitor websites and identify keywords they are targeting or hidden gems that they are not targeting!


  • With all the algorithm changes back-linking from relevant, authority sites is still quite important.. Once you get backlinks from other authority websites, your website too will get more organic traffic from Google or other search engines. Also keep a record of the visitor your site to analyse the effectiveness of the links created.


Content Marketing


Genuine and simple to understand the content is the king. Both google and your customers will appreciate authentic and simply written content. It’s hard to create authentic content and it takes long, but it’s worth it. As a part of your B2B Lead generation tactics, submit your content to Guest blogs that are relevant to your industry. That get’s you in front of new audiences and helps build credibility for your website.  

Popularity of blogs can spiral quickly. Before you know you will be invited to blog on different discussion forums.


This is the time you should take the next leap.

  • Create lead magnets on your website  that your visitors would be interested in. Webinars, case studies, infographics and whitepapers are popular downloads. Think out-of-the-box to capture your audience’s attention.


  • Make the contents unique and personalized so that your business can stand out among many others. The more dynamic your landing page is, more intrigued the lead will be in your business.
  • Create Q&A page link to your website as often people search for answers to their questions Consider any prospective questions that your audience might have about your products and services.
  • Also, add a chatbox support with live chat option To make the website more interactive. Although, be careful about the timing and place of the chat box. It can be annoying.
  • Start shooting webinars and post the videos on video sharing sites like Vimeo, YouTube etc. Launching a podcast is also a good way for long-term promotions. Infographics, news articles, pictures also make most of them end up in trash or spam folder. One of the effective B2B Lead Generation tactics is to send legal cold mails to prospective business mail ids or link old blogs so that the recipients understand that they are authentic.Using a good subject line is essential. Read more about email marketing tips>

Paid Social Media Advertising

While there are many advertising tools to promote your business to the prospective businesses, it is up to you to choose only the economically viable ones. Among the most popular social media sites, Facebook offers the paid Facebook Ads which are shown in between various Facebook videos, on the side panel and even in between the posts so that the user can click any ad, thereby, contributing on your revenue generation and check out the redirected link for his/her convenience. Google and LinkedIn advertisements are also excellent platforms for promoting your businesses, although the cost is bit higher.  

Lead generation is quite overwhelming and often efforts die out if you don’t see results. We started this blog by suggesting continuous efforts are required to make any B2B campaign a success. Predictable Marketing acts as your outsourced marketing function or as an extra pair of hands for your marketing team to ensure marketing is consistent, continuous, cost-effective and in-line with your lead generation goals. Get in touch for a free marketing mapping workshop.

April 19, 2019

Email Marketing – How to best use it for B2B Marketing

No matter what business you are trying to promote having a clear objective and  knowing your target audience is critical. An objective could be lead generation, increasing brand awareness, launching a new product or service or nurturing existing customers.

Email marketing is a versatile marketing strategy that can help achieve both the above objectives. Brand Research 2019 shows that email marketing is at the least, 40% more effective in lead generation than social media*.

Email still emerges as the quickest and most cost-effective way of communication, especially for B2B marketing. If your customers are in the B2B technology space, they probably spend more time on email then they do on social media or blogs. This attention might be moving towards social but most social sites are blocked by firewalls in offices. Hence, email is still the preferred channel for outreach campaigns.  

B2B Email Marketing –Is your email compelling enough?

All of us receive promotional emails in our inbox. Some are annoying, some interesting and some compelling, relevant and leave an impact.  How can you write a compelling b2b marketing email that leaves an impact? The answer is simple but often ignored.

To create an impactful email, consider the objective and target audience.

First thing to consider is the copy. Is your message resonating with your target audience? The only B2B marketing email I remember opening recently said “Are you continuously managing a list of tasks and never getting to the end of it? Here’s an excel template that helps you priortise your tasks for the day and get more done.” The email hit my pain-point and I reacted immediately by downloading the template.

If it’s a lead generation email, how do you want your target audience to react or engage? Think about a call to action that encourages them to react the way you want them to. Again, thinking about the above example – the call to action in the email was simple, but very visible as a button and the form wasn’t very difficult to fill. The template that I downloaded was actually quite handy and I still use it to date.

The importance of email marketing for B2B

  • Not all promotional emails end up unopened, transferred to trash folder or spam. If you have a strongly analyzed target audience, there is high chance your mail will be opened, CTAs addressed and even forwarded to people of “social cluster”, thereby, creating a strong network of prospects.
  • The return on investment through email marketing is  higher than that earned through conventional marketing strategies.

Email Marketing Strategies to Implement

Marketing through email is effective as nearly 87% business professionals depend on mails for business related communications and hence the B2B mails have 47% higher CTR (Click Through Rate) than that of B2C mails. So, to implement the email campaigning successfully, here are a few tips to remember –

  • Determine The Clients And Their Requirements

Unlike in B2C marketing where clients are prone to be whimsical and indulge in choosing products or services often irrationally, in B2B marketing, the transaction is between business leading clients who are clear about their requirements and choose rationally. The customer base should consist of companies or bodies utilizing your service or product to create their products, companies using products for secondary tasks or office automation, government bodies or educational institutions whose requirement matches your business and of course the reselling companies or individuals like wholesalers and brokers.

  • Email Header Should Be Catchy And Sensible

Email marketing effectiveness lies significantly on how you present your products and services through the mail and that is where the requirement of a catchy header or banner comes. Marketing is all about catching attention among hundreds of other promotional emails and for that your header should properly address what the client needs but in a catchy and compact way because none likes a cluttered header. You can also place your company logo here to be easily recognizable from the rest.

  • Content Should State Value for the Client

Firstly, the email subject should be easily understandable so that the recipient is urged to open the email and it is marked as ‘important’ rather than spam. However, do not depict the whole thought on the subject line; leave something for the client’s imagination! You can even add a media file with the mail to brew more curiosity and do not forget to put an emoji so that it stands out among other mails.

Once the title and subject is decided, a perfectly written content should be there for the client. Relevance with your company, unique inputs and often tricks and tips, question-answer should be included so that not only the new customers get intrigued but also the existing customers never lose interest. Unique, high-quality and compact content stating all the necessary details (often with heading, sub-heading, bullets etc) in comprehensible language always perform better.

  • Authentication Of Domain Is Important

Your email marketing would fail if your domain is not authenticated as in most such cases, the mails go straight to spam folder. If your mail is authenticated, the opening rates will increase along with the click rate. You should also select the best ESP or Email Service Provider for delivery service of the mail.  

  • Deter From Addressing To CXO

Your promotional emails are not always approved by the CXO’s or busy personnel. Besides, in case of wholesalers, entrepreneurs and small businesses  who control have their hands in all business processes,  larger businesses have dedicated people responsible for dealing with sales enquiries. Write your email with your recipient in mind, imagine them and their work life as vividly as you can. This will help you create a message that is relevant.

  • Concentrate On Cross-Selling

In case you offer more than two types of services, you can segment the mail list according to requirement and interest level. While generally you send product related mails to respective segments, in cross selling strategy, you need to send one different product related mail to the segments so that they are aware of all your products and services. This also works great in case you are advertising special promotions because the more people learn about promotional offers, more they consider availing those offers.

Apart from the above tips,  timing is of essence!  Especially if you are giving a deadline of any offer or inviting for an event, time yours emails to give your prospects enough time to respond.

At Predictable Marketing, we can help incorporate the perfect email marketing strategy in your overall lead generation plan or as a standalone campaign. We can help design email campaign sequences to achieve your objective whether that’s brand awareness, new lead generation, reselling, up-selling or simply nurturing existing customers. Get in touch to design your email marketing campaign today. We also offer a free review of existing email marketing campaigns. Contact us to book a date for the review.

Source – *https://digitalagencynetwork.com/email-marketing-still-effective-strategy/

April 17, 2019

All You Need To Know About Lead Generation and the Best Ways of Executing it

Gone are the days when an over-enthusiastic salesperson would knock at your door during hours with their business proposal. With the advancement of internet, social media and inexpensive telephone charges, marketing has changed into promotional messages on phone or mails in inbox or just those clingy calls right when you did not want to take it. Of course, promoting your brand or company and getting new customers is always a major objective but why not do it more strategically in a professional way?

Yes, we are talking about Lead generation which lets you attract strangers who would show interest in your company services through job applications, online content, blog posts, events or mere coupons.

Lead Generation –What It Is

In order to develop the sales pipeline, Lead generation acts as a marketing process to stimulate and gain interest in any service or product of a company. Digital media is mostly used in this process, thanks to the rapid advancement and evolution of digital world. In recent times, with substantial changes in online marketing and availability of extensive information online had resulted in emergence of self-directed buyers and also increased need of qualifying potential leads. Now the question arises, who is the lead?

In general terms, a business lead is the customer showing interest in the company service or product some way or the other. The lead would only be communicated by the organization if he/she has opened the communication through any medium and hence, in this process there is no fraudulent or irritating commercial call out of the blue. The mode of communication from the lead can be variegated –mail, online survey, participation in any event, ordering something and so on. In Lead generating process, there is always room for integrating unique ways to attract customers automatically so that they opt for being communicated with the company and ultimately end up being a valued customer.

Importance of Lead Generation

The generation of Leads is part of inbound marketing method in converting the stranger audience to potential customer. Once the stranger is interested to the company image, they become visitors of the online site, thanks to the unique blogs with proper usage of keywords and strategic social publishing. Visitors are then converted to business leads through landing pages, user forms, call-to-action pages etc and thus they become close customers connected through CRM, emails etc. The customers become promoters of the business only when they find smart contents, social monitoring and take part in surveys.

Generation of Leads

Lead generation marketing depends primarily on marketing channels like blog, social media, website etc from where the visitor finds the message, image or button that work as CTA or call-to-action. Now, the more interesting and informative the landing page (offers, templates, services and some product description should be included) is, more convinced the visitor is to share personal information through filling up forms for gaining full access. There are various practices for Lead Generation –

  1.  B2B Generation Of Lead

Although the effectiveness of B2B Lead Generation varies from channel to channel, there are particular approaches for generating leads. While Email marketing helps in marketing automation through CRM connection, Search Marketing with proper SEO usage will help you gain higher rank on search engines like Google. B2B also relies on Content Marketing through e-Newsletters, website articles, illustrations, videos, infographics, webcasts and mor

   2. Through LinkedIn, Facebook And Twitter

LinkedIn has the Lead Gen Forms for auto-populating with user profile data while clicking any CTA. Apart from outbound links shared by a profile, Facebook’s Ad feature paved way for Lead Ads for paid advertising. With Twitter’s Lead Gen Card, you can directly generate Leads within any tweet and let the visitor “Submit” name, Twitter username and email ID.   

  3. Pay-Per-Click Lead Generation

On various SERPs or Search Engine (Google, Bing etc) Result Pages, ad campaigns are very common as a medium of generating PPC although the effectiveness is dependent on user traffic, target keywords, budget etc.

In order to create a successful Lead generation strategy, at Predictable Marketing, the team chooses the proper generation tools including software, CTA templates Form-scraping tool etc. The team makes sure that the customers are interested by exciting offers with CTA options that lead to responsive landing page.

The trends of generation of leads are subject to change with the introduction of new strategies, different layouts and advertisements. While being active on social media and mailing system, Predictable Marketing keeps abreast of users’ needs to evolve accordingly.

If you want to know How we can help you Click here

December 5, 2018

Are webinars part of your content strategy?

Webinar Live audienceWebinars are powerful, versatile marketing tools as they can help engage customers at various stages of their buying cycle. These inexpensive tools can not only attract and engage your customers but also help in building your credentials and convert to sales. They don’t stop giving even after they are finished recorded webinars are a great marketing and sales asset that can be used repeatedly.

Here’s why I appreciate webinars as an amazing marketing tool –

1. Expand your reach

I hosted a webinar recently which was attended by over 145 interested prospects. Yes, the title and webinar content had a lot to do with that but I wasn’t giving away free prizes to false attract people. I find it is  the easiest marketing channel to communicate your message to many people at the same time.

2. It’s convenient for your customers

It’s December cold, windy and wet. Your prospects would appreciate the convenience of listening to your message in the comfort of their office or home. They can also re-look at the webinar recording when they have the time and focus for it. There is a disadvantage here too – sometimes too convenient means forgotten, till the time you keep reminding them of the time to attend and the value it brings to them, you should be OK.

3. Webinar links  are shared

If I like what I see and hear I will share it with a colleague and that’s what 90% of us do. So what better way of spreading the word!

4. It’s not a monologue – get your prospects to participate

Yes webinars are no longer boring monologues! In the last few webinars I have hosted we have done some fun doodling exercises, conducted surveys and even conducted a panel interview. Don’t underestimate the power of webinar technology these days with tools like On24, Zoom and others like that, you can keep your attendees hooked.

4. You can monetise webinars

Most businesses use webinars as a free marketing to create brand awareness. But webinars can be used successfully further in the buying cycle for demonstrating proof of concepts or providing user interface training with a chargeable fee.

Webinar’s truly work for creating awareness, showcasing your product/service, building credibility and helping with conversions. Not many marketing assets can do that. If you have read this far, you are probably thinking of your next webinar but a word of caution – even in webinars – content is king – think about what the goals of the webinar are, what is the value in use for your customer and plan your execution well. To top it all – two or three different voices presenting always helps keep your audience engaged.

Let me know how your Webinar goes.