Easily Develop Personas with our B2B Persona Creator Tool

It’s no secret that the key to a successful campaign, is ensuring that you are targeting the right audience, and with the right messages. Online platforms now play a significant part in interacting with consumers, and it’s important that you identify the most effective channels to communicate with your audience.

A buyer persona is a fictional representation of a company’s specific target customer, it provides detailed information about your ideal customer’s demographics, career background and goals. A persona might include the following: age, job role, skills in terms of using the internet and their understanding of the product, as well as the key challenges they face. It’s also important that your persona document addresses the objective that they are trying to achieve from visiting your website, as this will help you solve the challenges they are facing in their position.

A persona creates a ‘human’ representative for the businesses’ larger target audience and provides the team with a shared understanding of customers in terms of goals and capabilities. In companies with multiple units who each target different customers, having personas is so important to make sure you establish the differences between them and how to best target their needs. How many personas a company needs will depend on how many different segments your customers fit into.

As part of the Napier Group, we understand that it can be time-consuming and difficult to create customer personas on your own. Our B2B Persona Creator Tool allows you to develop personas for a specific campaign, and truly understand the audience you want to target from the beginning.

Gathering information from goals and objectives, to identifying the media channels your customers use, our tool provides an easy to read concise PDF, detailing all the information you need to create a successful targeted campaign.

Why not try it out today? Or get in touch now if you want us to provide some further information on personas and how we can help you.


Analyse your Website with Our SEO Audit and Reporting Tool

With 93% of online experiences beginning with a search engine, and 75% of people never scrolling past the first page on Google, it’s hard to argue that SEO shouldn’t be an important part of your digital marketing strategy.

Each year, Google makes hundreds of changes to search, reporting an incredible 3,234 updates in 2018, an average of almost 9 per day!

As part of the Napier Group, we understand that SEO should be an important aspect of your digital marketing strategy; and our SEO Audit tool allows you to easily review your own website, quickly identifying any problematic areas that need attention, enabling you to make subtle changes to your site, and improve your own ranking on Google.

Our SEO Audit tool analyses key aspects of your website including:

  • Mobile Optimisation - Our SEO tool checks the site compatibility with mobile devices and delivers a simple usability score.
  • Page Speed – An important factor in search rankings, our tool measures speed for both mobile and desktop versions of your website.
  • Keyword Analysis – Our tool identifies the single, two, three and four-word keywords from the page, enabling you to optimize copy to meet your SEO goals.
  • HTML Headings – It’s important to have a structure to your page, as this will provide a good user experience. Search engines use headings to index the structure and content of your web pages.

 

Why not try our SEO Audit Tool today, and gain insight into how you can move up Google’s rankings. Alternatively, to find out more about how we can help you with SEO, and get the advantage on your competitors, give us a call on 020 8667 9660 or email us now.


Inbound marketing

Inbound Marketing: 5 Tips for Success

Marketing strategies tend to come and go, but Inbound
marketing has proved that it is here to stay.

Even after a decade in the marketing world, inbound
marketing is perceived as a ‘revolutionary’ concept; viewed as a strategy that works,
it delivers excellent results for companies who have taken the plunge and
adopted inbound marketing into their marketing strategy.

However, like most strategies, inbound marketing is not
exempt from being reviewed; and marketers should evaluate their tactics
regularly to ensure they are producing the results you need.

At Armitage, we understand what is required to ensure you
implement a successful inbound marketing strategy; so, we thought it was only
right to share the following 5 tips to ensure your inbound marketing is a
success:

Keep Your Content Fresh

Content is the most important aspect of your inbound
marketing strategy, but with time limits, and everyday pressures, it can be
challenging to keep up with a content schedule. Often this means marketers fall
into the habit of repeating posts, resulting in readers seeing the same content
again and again.

It’s important to have variety in your content, and although
writing new tip sheets, or whitepapers are good, not all content creation needs
to be time consuming. A key way to keep your content fresh without spending
lots of time, is repurposing content you already have.

Take an interesting and popular blog post. What’s stopping
you from turning it into a SlideShare? Or repurposing it as a video? You’ll be
surprised by the amount of great content you already have, which is ready and
waiting to be re-purposed. 

Position Yourself as the Industry Expert

It can be easy to forget that the people searching/reading
your content are trying to solve a problem.

For inbound marketing to be a success, you need to create
content that captures the attention of your leads, by pre-empting their
questions and providing them with the answer to their problems.

You should always write content with your clients/potential
clients in mind. What do they struggle with? What are the key problems they
have faced in the past? By identifying these issues, and more importantly
addressing them in your content, you are instantly positioning your company as
the expert in the industry providing the answers the reader is looking for.

Make it Easy for Customers to Contact You

This may seem like an obvious tip, but it is often
overlooked in making sure your website makes it easy for people to understand
what it is you do and how to contact you.

For example, if your website is your primary source of
inbound opportunities, getting in touch with a real person should always be one
click away on any page of your website.

If a potential customer is on your website and struggles to
find a way to contact you; whether this be via email, phone, or social
engagement, you create the risk of losing a qualified lead within seconds.

To avoid this, make sure you have clear CTAs on all key
pages of your website directing the visitor to your contact information. Or
even better, make sure a clear email address and phone number is featured on
every page of your website, by including this information on the footer of your
pages.

Increase Inbound Visitors to your Site with SEO Strategies

Put yourself in your prospect shoes, they are requiring a
solution to a problem and the first thing they will do is turn to Google.

It is vital that you are properly optimizing your website
and content, to increase organic search traffic. By effectively leveraging
search engine optimization, targeting high traffic keywords, and analysing data
trends, you’re positioning your website and brand higher in the search engine
results, increasing your online visibility to inbound visitors.

Don’t Forget to Nurture Your Leads

Often marketers are so focussed on using inbound tactics to
attract people, they can forget one crucial element – nurturing your leads.

It is important to remember that once a lead fills in a form
or downloads a piece of your content, you need to follow up through email or
calling to qualify and nurture the lead.

With Marketo
revealing that a massive 96% of visitors viewing your website aren’t ready to
buy; lead nurturing is vital in helping your leads through each stage of the
funnel, (whether this be through email marketing, lead scoring or list
segmentation) until they are in a position to buy.

It can be a tough job to ensure your inbound marketing strategy is running smoothly and successfully; but by utilizing these top five tips, your company will be on the right path to inbound marketing success!


Industrial Automation – Topics for 2019

In recent years we
have all rode the IIoT wave, discussed topics with science fiction sounding names
such as ‘augmented reality’ and ‘artificial intelligence’ and generally seen interest
in technological advances in manufacturing undergo an unprecedented evolutionary
period in the general public’s awareness and shows no sign of slowing.

So, what are the hot topics in 2019? There are so many it was difficult to shortlist, so I’ve decided to focus on three topics that I am being most regularly asked to provide content for, by the editors.

IT/OT cybersecurity – A Manufacturer’s Greatest Challenge

You may be surprised to learn how many industrial automation and processing companies are only just becoming aware with this potentially catastrophic threat.  The organisations already in the know, are on record as saying cybersecurity is their single greatest threat.

Cyber attackers are exploiting security flaws that result from gaps between the IT/OT infrastructure as companies introduce Industrial IoT (IIoT) devices and Edge computing equipment. Integrating information from sensors both in and out of control systems creates confusion between a corporations IT/OT responsibility. Adding external suppliers further complicates enforcement of security requirements for new assets.

To help combat this, companies need to converge their IT and OT cybersecurity to clearly define responsibilities and remove any potential security gaps.  This approach will help ensure more consistent security levels across entire organizations reducing the organization’s overall cyber risk.

Cloud
and Edge Solutions 

With the convergence of information technology (IT) and operational technology (OT) and the industry’s continued transformation, manufacturers are rethinking the way they operate their businesses. The use of Cloud and Edge solutions is enabling companies to have better control and insight over their industrial processes. 

Edge technology reduce the volumes of data that needs to be moved and the distance the data must travel.  The analysed and processed data from different plants is stored in the Cloud, enabling critical business information to be accessed and controlled solely by IT.

This approach means the deployment of Edge devices
with embedded analytics, Edge servers, gateways and Cloud infrastructure enables
manufacturers to support business decisions in real time, monitor assets,
provides analytics and machine learning, and artificial intelligence (AI) to understand
and take appropriate action.

This can help manufacturers reduce production inefficiencies, compare product quality against manufacturing conditions, and pinpoint potential safety, production or environmental issues.

IIoT
Continues to Evolve

The Industrial Internet of Things (IIoT) is without doubt a technology that will become even more widespread in 2019.

The IIoT continues to be de developed for comprehensive systems
monitoring and maintaining complex large-scale production lines. It uses machine-to-machine
communication to improve safety, production time and operating efficiencies. 

IIoT, connectivity enables faster communications
and response to change. Advancements in AI and machine learning will allow IIoT
systems to more effective including monitoring, predicting and reacting to factory
and product line issues, keeping production going and ultimately improving
safety and a company’s financial performance.

The fundamentals of the IIoT is not just an industrial technology; we
can see parallels with the IoT as we bring this technology into our homes.  Heating thermostats, burglar alarms and I can
even speak from experience. The lighting in my house is controlled by a smart
ap on my connected to the cloud, so they come on when my alarm goes off, and come
when the sun sets in a shade of colour just right for my mood and I can switch
them off from my phone when I remember I left the bathroom light on when I went
to work. Perhaps a topic for another day.


Share the love with great content this Valentine’s

Love it or hate it, Valentine’s Day is just around the corner.

And as if you haven’t already had enough reminders – great big love hearts in restaurant windows, pink lingerie in department store windows, Card Factory bursting at the seams with red envelopes – we decided to remind you even more how important it is to treasure the one you love, or more specifically, how to win over that client you’ve been trying to snag your whole career. In fact, we posted a blog back in September 2014 all about ‘A Courtship with content.’ Cupid would be so proud.

So admittedly, we got a bit carried away with the idea but if Armitage Communications could publish a book version, then we think the front cover would look a little something like this…

Click to view large version