MarketStar Blog | Marketing (5)

The SEO landscape has altered inordinately in the past few years with the demise of traditional SEO as we know it. Practices such as link-spamming, keyword stuffing, comment spamming, backlink image stuffing are now things of the past; making way for rich content and enriching multi-screen user-experiences holding the key to customer attention and loyalty reflected in high search engine rankings. The most important development is the upsurge in the usage of mobile devices in almost every stage of the purchase funnel. With the phenomenal increase of mobile usage to consume and share information; search engine optimization is no longer just about desktop SEO but also includes mobile search results. Google has predicted that mobile search will overtake desktop in the next few years, which makes it more important than ever before for marketers to focus their efforts on enhancing discoverability on these devices. 

Marketers are often under the impression that desktop and mobile optimization is one and the same; as a result, they employ similar keyword strategies and tactics for both. But they are far from being similar. The truth is mobile SEO differs significantly from desktop SEO mainly because it connects brands to its customers in a very different environment. In this post, we will give you tips on how to attract valuable search traffic from mobile devices.

The web is flooded with webinars, one of the best content marketing tools that helps reach out to your target audience and get leads. The success of a webinar depends on how well you plan and prepare before the actual presentation, besides marketing it the right way. It is essential to identify the key metrics needed for creating maximum impact through a webinar.

The goal of sales enablement is to provide salespeople with the resources and the training to help them sell their products and services to customers more effectively. A good sales enablement program is designed to enhance the customer’s purchase experience by providing sales-people relevant content and tools to compellingly address the needs of the customer at each stage of the buyer’s journey. With a plethora of enablement solutions in the market, companies need to evaluate the various solutions to see which one fits their business needs well. That being said, sales enablement solutions need to be equipped with certain must-have features that are crucial for every kind of business to optimally benefit from them.  

B2B sales has become increasingly complex in recent years. Simply put, the salesperson is no longer in charge of the sales process. Sample these facts:1 

Lead nurturing is an excellent way to advance prospects further along the purchase funnel. While marketers acknowledge this and use it in order to generate qualified leads, they often complain that it does not give the best results. Whether you are already using lead nurturing to manage leads, or are planning to use it in the future, here are some facts that will help you find success with your lead nurturing efforts: 

Customers today want personalized, relevant content, and they want a consistent experience across all digital content channels. They also want anywhere, anytime access to content. While enterprises have managed to create a variety of great content to cater to this demand, they spend a lot of time and money in creating the same type of content again and again, duplicating efforts and repeating redundant processes. All this because of the lack of a mature approach to manage content. 

Enterprises continue to use legacy multiple platforms and solutions to store, manage, and distribute content. Instead of the ad hoc use of technology, enterprises need a Content Maturity Model to manage and monetize their content assets. Marriott’s content strategy is a great example of how an enterprise can completely reinvent its content strategy to stay competitive.1  

A content maturity model helps enterprises: 

Although Business-to-consumer (B2C) ventures have caught most of our attention, a number of factors still stand in the way of a successful takeoff. Affordability is still a problem, with connectivity rates not dropping fast enough. Many consumers are also taken by “app fatigue”, as having to coordinate between dozens of apps that each control one or a few of the smart devices or appliances in their lives is making life more cumbersome than convenient for them.1 More importantly, consumer-facing ventures are still struggling to find the balance between innovation and familiarity, to find ways to incrementally introduce users to digitally-oriented behavior patterns. 

For most businesses, the primary means of growth involves constant acquisition of new customers along with nurturing of existing customers. Through marketing on the internet, you can create customer acquisition programs while being able to track costs associated with each new customer and limit risk on advertising and marketing programs. This also amounts to new lead-generation and conversions for almost every company anywhere in the world. 

Developing an internet marketing plan and designing a great website is not good enough. Measuring the results and making the changes to the internet marketing and website design based upon the positive and negative feedback of the visitor’s response is imperative. 

So, what are the elements of online marketing that help generate quality leads, increase conversion rate and justify your marketing spend? A typical online marketing campaign consists of a combination of some or all of the following marketing techniques: 

When it’s time to let the world know what you’ve been working on, there are no end of strategies to consider for success. However, no matter what your product is, there are certain universal truths that you can apply to your SaaS marketing campaign, regardless of channel or audience. 

Introduction 

A 2019 report by LinkedIn states that soft skills training (honing creativity, persuasion, analytical reasoning, collaboration, and adaptability) forms one of the top seven focus areas for employers.1 In building soft skills, one of the most useful and popular tools is role-playing, which finds application in diverse fields ranging from the educational to the corporate environment. 

Role-playing allows a learner to assume the role or tasks of a job by practicing or simulating real working conditions. The primary objectives of role-playing are to learn, improve, or build upon the skills or competencies necessary for a specific position or outcome. In the sales context, the trainee practices the role that he or she is expected to perform (such as initiating a sales conversation or closing a sale) with one or more “customers," played by a more experienced peer, manager, or, at times, even a professional actor.  

Such role-plays are often conducted with an entire group of sales reps who observe each individual role-play. The role-plays can either be scripted for a sales rep, containing appropriate cues to steer the conversation, or the conversation can be improvised for each scenario. The idea is to simulate real-life sales situations as a way to resolve them. 

In the corporate scenario, role-playing for sales training leads to several desirable individual and organizational learning outcomes.