7 B2B Marketing Trends Agencies Must Watch In 2017
#AroundTheGlobe: New Feeds, Interests, Social Commerce and Like
Twitter’s New Timeline – A Glass Half Full and Half Empty
“It’s time you encrypt” – Yours truly, Google
20 Advanced Google Search Tips (part 1)
Google Voice Search is Now Smarter – Welcome Complex Questions
Produce Solid ROI through your Pay Per Click Campaign

The term ‘B2B’ is fairly familiar to people who belong to the market research or digital marketing industries. It is a field where there is an exchange of technology, information, services and products between businesses rather than between a business and its customer. As with every other field of technology and business, the trends and practices for B2B keep changing and upgrading from year to year. It’s in this context that we will discuss some of the biggest B2B trends that will dominate 2017.

Marketing Automation: First, we speak about marketing automation. This is the software which is used to automate a lot of the actions required for sales pitching of a product or service. It includes marketing on social media, putting up ads on Google, cold calling and mass emailing. Some of these can definitely be tuned into automation, especially the client mailing and cold calling. Marketing automation can not only be used to generate leads, but it can also help companies keep a tab on the progress of their campaign. This also allows them to be updated with key metrics concerning lead conversion. There are three cardinal steps to achieving this:

  1. Having a multiple-tier opening sequence which can be considered useful and relevant for dynamic and ever-changing content, based on the needs of the company.
  2. You can put to use the task of lead scoring and lead grading in order to ensure that automated sending of emails and outbound calls can be done in a more relevant manner. There should exist strict rules and guidelines so that mass-solicitation techniques are not blocked by popular spam-detection technologies.
  3. Content should be re-marketed on third-party sites in order to encourage and enthuse people who have shown an interest in being a customer.

Long and Short-term Balance: Next, we should think of balancing things out in the long and short terms. You should apply all SEO techniques in place to ensure that your brand gets ranked at the top of SERPs. Top-ranked websites usually inspire confidence and solidify people’s trust in a brand. The ideal path would be to develop both the leads and the brand simultaneously with a 40:60 priority ratio.

All Eyes on Thought Leadership: One should also understand the value of thought leadership. It is important to buy products and services that help to circumvent and eliminate risks, as well as improve customer experience. Rather than merely bringing about external improvements to the product, you should introduce ideas that are revolutionary or definitive in the industry. Something that would emerge as innovative or pioneering. This is something that’s surely going to be big in 2017.

Augmented Reality to the Rescue: Augmented reality is close to thought leadership. This is virtual communication which has taken on a different hue with the success of Pokémon Go. The technology, in which virtual objects can be “planted” across various real-life locations and would be spotted only by means of physical traveling, is tracked by GPS. Application of this technology would assist a lot in communicating complex ideas by the practical demonstration on an interactive gadget such as a PC/Laptop, projector or a Smartphone.  This will also lead to the growth and development of multi-dimensional gadgets and mechanisms which would improve Point-of-Sale terminals, record transactions and enhance staff training.  Taking giant leaps in the field of virtual reality, with the objective of bettering communication and customer engagement techniques, will definitely be on the cards this year for most B2B firms.

Bots in Charge: Use of ‘Bots’, or robots, is yet another huge area that is slated to become big this year. Coming out of the confines of more conventional uses, such as scheduling meetings or sending out ‘to-do’ notifications, robots can be put to use in functions such as creating SEO-friendly content, addressing very specific customer complaints, spotting complex technical errors and bugs and communicating them in a life-like manner and synthesizing user research. . They can also serve as guides to take visitors on a virtual ‘tour’ of the website and demonstrate how the site works. Overall, bots could be of great use for optimizing marketing in many ways.  

Why Are Businesses Hiring Remote Teams To Get The Job Done?: Another trend that is going to be big in 2017 is the use of ‘remote teams’ or ‘virtual companies’ to do part of a company’s work online. This helps the company to be well-distributed in terms of workload and in meeting deadlines. Remote working is something which has displayed a healthy growth of about 80% in the period 2005-2012 and is slated to grow even more in this year and the coming years. Remote workers log in for a greater number of hours and are more focused on their work, free as they are from the trappings of a normal work environment. They are chiefly driven by the passion for their work and the alluring aspect of getting to work from their own home. Hence, productivity takes a giant leap when companies hire remote or virtual teams.  

Bringing Back Spotlight on the 80/20 Rule: More Recognition for the 80/20 rule is set to become the norm. Quite often companies fall into the trap of hyper-marketing, zealously hard-selling their ware, which can serve to put customers off.  Also, by going all-out to cover every possible area of marketing, they miss out on identifying those crucial things which can actually bring in the bulk of the business. In technobabble, this is classified as the ‘80/20’ rule—striving to identify that vital 20% of your advertising content which is providing 80% of the returns. This twenty percent must be identified and a majority of the advertising resources must be spent in further improving them. More stress on the 80/20 rule is definitely going to be a major trend of 2017.

Apart from all these, some of the major toasts of this year would go to maintaining the ‘touch-point consistency’ in marketing, building up and careful cultivation of the talent brand, and digital dissolution. Overall, things are looking good for the B2B industry this year.

Friday - AroundTheGlobe

You must have spotted a #RIPInstagram somewhere this week? What about the news of Google and Apple making strange bed fellows? And you obviously know about the new algorithm update to Google Search?

We know that you come across several new updates in the tech world, but seldom get time to read about them in depth. Though, it’s rather important that you are up-to-date with any changes that might directly/indirectly affect your work
So here’s a list of updates from this week that you don’t want to miss:


Instagram is testing algorithm to re-order feeds as per interests


Google announces Enterprise Market Suite Analytics 360


Messaging app We Chat is becoming a mobile payment giant in China


Apple looks to Google’s Cloud Platform as it diversifies its infrastructure


Uber India Is Working on Offering Ride-Booking on Snapdeal


Google’s latest mobile search algorithm update makes having a mobile-friendly site even more important

Capital Number_Blog_TWTimeline

Earlier this week, the world woke up to the news that Twitter will be rolling out their new timeline updates soon and people can expect major tweaking.

Now, as FastCompany writer, Harry Mccracken rightly puts it, you want to freak out a bunch of Twitter users?  Easy: Just give them the sense that Twitter is about to change in some fundamental way, without providing much in the way of concrete details.

giphyImage source: Giphy

But for us digital marketers, our first reaction was that of doubt – about how this changes the visibility of organic tweets and promoted brand campaigns on user timelines.  Some were even wondering if Twitter was going full Facebook on us. Of course, we are talking about Reachpocalypse here.

giphy (1)Image source: Giphy

So here a few things that we have got clarified for the time being, and hope that this quells most of your questions as well

How is the timeline actually changing?

As the official Twitter blog tells us “Never miss important Tweets from people you follow”. The new timeline will basically show a compilation of the best tweets that users have missed “while they were away”– still recent and in reverse chronological order. The rest of the tweets will be displayed right underneath, also in reverse chronological order, as always. At any point one can just pull-to-refresh to see all new tweets at the top. And most importantly, one can opt out of the entire deal.

Will there be ads in the new timeline?

 Ads will definitely feature in the new timeline. Ads will flow through the new timeline just as they have in the regular chronological feed. This also means the new First View video ad spots, will appear within the new timeline as well.

giphy (2)Image source: Giphy

What’s in it for the brands?

giphy (3)Image source: Giphy

The timeline allows brands to boost visibility of their best organic tweets and to get more user interaction with that content. And that, in turn, should get more brands taking Twitter more seriously when considering both creative investment and advertising investment. Though it’s a challenge, brands have to fight for the audience attention more, as more the users engage with, better are their chances of appearing on the timeline.

What do marketers need to keep in mind?

It’s quite clear that Promoted Tweets and Promoted Accounts have not been affected by the change. But since organic tweets when well crafted have the potential to have better reaches, brands have to make an extra effort to better understand what’s resonating with the users. Brands should start taking creating content for Twitter seriously; they should start with the Twitter best practices guide.

giphy (5)Image source: Giphy

“This update is a clear way to draw out the most relevant content on an individual basis while maintaining Twitter’s core strength of being live,” said George Manas, Chief Strategy Officer, Resolution Media. “We’re incredibly excited by the opportunity this presents for all the brands we partner with.”

These are exciting times. We only hope that the new timeline rubs both the users and brands in a good way. At Capital Numbers, we have put our thinking hats on how to best use this opportunity in favour of our clients, visit http://www.capitalnumbers.com/digital_marketing.html to know more.

giphy (4)Image source: Giphy

Capital Number_Blog_EndofHttp

All communication should be secure by default. That’s what Google has been urging for some time now. They finally seem to have taken a step to ensure that as well. Last week at Enigma Conf 2016, an engineer from CloudFlare showed the potential manifestation of a Chromium proposal which wants to have insecure content marked as such by default; displaying a red “x” over a padlock in the URL bar.

It’s an aggressive step, and tech experts and companies have lauded it, terming it as very pro consumer. Now, is it really that good an idea? Let’s find out.

Calling out HTTP

“Despite how common plain HTTP can still be today, it *is* outright insecure, and a real and present danger to users and to the open web.”
Eric Mill, a technologist who’s been working on web encryption, told Motherboard.

It is true; websites shared over HTTP are vulnerable to eavesdropping and snooping, thus posing immense danger to the open web. Converting these websites to HTTPS gives us the 3-fold advantage of authentication, data integrity and encryption. In layman terms, it will not just protect data; it will also ensure that users are not redirected to impostor sites.

Parisa Tabriz, Manager Google Security Engineering Team

Whatever Google Wants

Let’s face it. For all intents and purposes, Search Engine = Google. It may be a sad truth. But it is what it is, the truth. Google has been known to treat secure sites more favourably, and now with Chrome hinting at outright marking insecure sites, there is a chance that their next search algorithm update might place more emphasis on security signals.

What does it mean for marketers?

The urge to encrypt all sites is apparently not from Google alone. A number of organizations who see faults in the way the Internet currently operates have joined forces, backing the “Encrypt All the Things” campaign, which calls for more network and data protection from unauthorized surveillance.

It actually makes sense. Privacy is no more about just e-commerce sites or banks. Most sites are not brochures or showcase any more; most sites have functionality these days. Our lives have moved digital. We use the internet as a channel for our public and private conversations. One doesn’t really need to actively hack us to know our passwords, most of the times, listening to our conversations can reveal most of it. And with Chrome, one of the most popular browsers marking non encrypted sites scarlet, you don’t want your site to be questioned of its credibility. So, it’s likely that all sites will follow the bandwagon soon.

How soon do we have to shift to HTTPS?

For small sites, it’s a no brainer, they should, ASAP. But for heavier sites, it might be wise to wait till the Google Penguin 4 to launch (possibly by this month), and see what it has in store for non encrypted sites, to decide accordingly. But as responsible web citizens, we should definitely start thinking about it.

Capital Numbers’ SEO Services is designed to address search engine algorithms of all main search engines. To know more about the best practices, visit http://www.capitalnumbers.com/seo.html

All of us depend on Google for online search. In fact, most of us, turn to Google many times a day to seek information on various things. But unless you are a complete technology geek, the chances are less that you end up hitting the right results.

Here are some tips for you to make your Google search more accurate:

1. Explicit Phrase
If you are looking for content on local search marketing, instead of just typing out the phrase on Google search box, it is better to enclose the search phrase within double quotes.
Example Search: “local search marketing”

2. Exclude Words
Let’s consider you are searching for local search marketing, but want to exclude results about PPC. A simple way to do this is by using the – sign before the word you want to exclude.
Example Search: local search marketing -PPC

3. Words in the Text
If you are searching for a webpage where all your search terms appear in the content of that page, type in allintext: followed by words or phrases.
Example Search: allintext:darjeeling home stays

4. Words in the Text + Title, URL etc.
Let’s say you are looking for a specific webpage where one particular search terms is there in the content of that page and another search term appears in some other page. You need to type the first term followed by intext: and then immediately put the other term.
Example Search: bryan adams intex:peterborough

5. Words in the Title
If you are looking for a webpage that contain some specific keywords in the title, you need to type allintitle: and then immediately the words or phrases.
Example Search: allintitle:flower shop

6. Words in the URL
Are you looking for a url that contains your search term? You need to type allinurl: followed by your search query.
Example Search: allinurl:hubspot blog

7. Search Within a Website
It often happens that once we hit a website, we fail to find the information we are looking for. Like you visit an ecommerce website and are unable to find a particular product which you want to buy. All you need to do is use the site:yyy.com modifier.
Example Search: site:www.amazon.com “humans of new york”

8. Related Search
If you are searching for websites offering similar services like a website you already know, you need to search with related:yyy.com
Example Search: related:visual.ly

9. Similar Words and Synonyms
You want to search for a specific thing like “digital marketing” but along with it you also need information on “social media”. In this case you need to use ~ symbol before the word or phrases you also are looking for.
Example Search: “digital marketing” ~social media

10. Word Definitions
Often it happens that we do not know the meaning of certain words. Simply write define: followed by the word you want to know the meaning of.
Search Example: define:convivial

We’ll discuss the remaining 10 points in our next post…

Now you can find smarter results for Google’s voice search. It will now understand every questions, even the complex ones and their meaning as well. Voice based assistance are here to stay. Knowing it well enough, Google has simply upgraded its voice search functionality. It can be wisely said that with this new upgradation, Google has now surpassed Apple’s Siri or Microsoft’s Cortana way to ahead.

Even if we look back at the history of voice search, Google has undoubtedly done better job at understanding what the user wants and delivering a better search result. The app has been improved to understand various accents and complex questions. The search engine giant will now break down the queries for better understanding of semantics.

Now we’re “growing up” just a little more. The Google app is starting to truly understand the meaning of what you’re asking. We can now break down a query to understand the semantics of each piece…”, mentioned Google in its official blog.

image source: http://insidesearch.blogspot.in/

image source: http://insidesearch.blogspot.in/


For example, while a user may as Google, “Who was the U.S. President when the Angels won the World Series?” and it would respond, “George Bush.” The tricky part here is that the system has to understand that “Angels” here is referred to a baseball team by relating it to the later part of the question – “World Series”.

In its official blog Google mentions that they are still working on the system to make it give even more accurate results. For example if you as “Who was Dakota Johnson’s mom in the movie?” it will respond with Dakota Johnson’s real-life mother Melanie Griffith. The answer would have been actor Jennifer Ehle..

The new and improved voice search is being rolled out by Google for both iOS and Android.

From Social Media Marketing to Search Engine Optimization, from Email Marketing to Content Optimization, you can drive traffic to your website through many ways. But these methods can be more time consuming and take longer to produce results.

By using methods like Pay Per Click Advertising businesses can attract more and quick traffic to websites. But in this outrageously competitive world of Google AdWords, it is very difficult for businesses to survive and reap desired results out of a PPC campaign. So, you need to follow the best practices.

What is Pay Per Click (PPC) Campaign?

Pay Per Click campaign is the principal way to advertise on internet. Using this advertising method, you only pay after a user clicks on your ad and lands on your site.

While doing a PPC campaign you need to provide more accurate information about your products and services than your competitors share. If you are doing it otherwise, you either need to fix the problem or give up on paid search marketing.

Here are some proven strategies that have been very effective in getting most out of Pay Per Click Advertisement:

Choosing the Right Keywords: A successful PPC campaign depends on the right keyword selection and correct search terms. So while you start, choose keywords wisely. It is ideal to avoid generic keywords like “weight loss”, “best SEO services”, or “web development company”. Else you will face fierce competition in finding available advertisement slots. You must choose more focused keywords to be found by your targeted users. It is ideal to have a mix of keywords targeted to your business offering and as per your Competition Market and Geographic variance. Take a note of your customer’s search experience across devices before finalizing keywords for your campaign. Try to make good use of various keyword matching options (Broad, Phrase, Exact) to weed out irrelevant ad impressions.

Including Call-to-Action is #MUST: While designing your PPC Advertisement, you can have either image or text or have both. No matter what you are using, you must have a call-to-action to allow interested users connect with you. Your C2A slogan must be short, simple and clear in communication. Users must be able to understand what they will get by clicking on the ad. If your advertisement is leading the users to your landing page of product list, tell them that. An example of C2A for an ecommerce portal can be: “Shop Now to get Lowest Price for Today!” or “Last Day for 50% Discount. Grab Your Deal”. A property agent service company can use the following: “How much is your home worth? Find Now”, or “Buy your dream home in New York for the lowest price”.

Targeting the Right Audience: The best part of a PPC campaign is that it allows you to choose your right target audience in the geographic locations you want to focus on. If your product or service has a global target market, you can make use of the global reach. If your target market is local you can choose countries or even drill down to states, cities and zip codes, where you want your ad to appear. By using the mapping functionality you can even choose any particular area on the map like 30 miles from the desired business house.

Designing The Most Appealing Landing Page: Pay Per Click Campaign helps to drive more traffic to a targeted web page. So, before you start off with your ad, you must make sure your landing page appeals to the users. It must be user-friendly and clearly define your business. The content of the page must be related to the products or services you have advertised. The Call-to-action in your ad must match the landing page copy. Make it “clean” looking is the key mantra. If you run a news portal, you may want your users to sign up and get daily news updates in their inbox. Show a subscription box on the landing page to help your users to sign-up by sharing their email ids. Or if you have an ecommerce portal you would want to take users directly to the product listing page by clicking on the PPC Ad where they can buy the product. It is recommended to run a Google PageSpeed test to make sure the loading time of your page is fast.

Tracking Everything that’s Going On: You can track every penny that you are spending to how much revenue you are generating though the campaign. By making full use of the conversion tracking tool you can also monitor the keywords and ads that are reaping more success. You must and you should track everything right from the start. Keep analyzing and adjusting your ad constantly to get better results.

Roping in Organic Search Marketing with PPC: To be at the top of Google search results it is ideal to have a combination of PPC campaign and Organic SEO. Some users trust organic results more. Hence, when a user finds a brand through paid ad as well as organic search, he is more likely to click.

Your PPC campaign can only reap you successful results when you plan them wisely and do the right things that is needed. Unless you are an expert, have in-depth knowledge and experience of PPC, you should not attempt to do it all by yourself. To manage your paid search marketing campaign more successfully you must hire a team of PPC Management Experts.

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