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SEO & The Role of Content Marketing

SEO & The Role of Content Marketing

- June 29, 2020 7:40 pm

SEO & The Role of Content Marketing

“Creating compelling and useful content will likely influence your website more than any of the other factors discussed here.” – Google SEO Starter Guide

Once all of your current web pages and blogs are fully optimized for SEO, you’ll see significant rankings increases often 2-30% or more. For keywords where you’re not yet ranking on Google page one’s top 3 results, you will need more content to drive them higher in addition to offsite link building, which we will cover later.

After brainstorming and prioritizing new content ideas, you will have a new content calendar. We recommend that you create at least three new website content items per month that include fully optimized page names, titles and meta descriptions once published.

Professional Copywriting

A writing team with experienced copywriters, ideally some of whom are former journalists,

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B2B Website Lead Conversion & Generation

Brand Story & SEO: Increasing Website Conversions

- April 19, 2020 9:00 pm

B2B Website Lead Conversion & Generation

To increase your website’s capacity to generate leads, many often turn to a commissioning new web design. Facelifts can help but only addresses the style of your brand and not its substance.

Savvy marketers know that you can increase traffic to your website with content marketing leveraged by search engine optimization (SEO) and PR to increase leads but that’s only half the battle.

While a creative, professional web design, content marketing, SEO, and PR are all important pieces of the puzzle, converting more website traffic into leads depends more upon how strongly your messaging resonates with prospects.

Upgrade Your Brand Story

We believe your brand should tell a story. It’s one thing to bring prospects to your website using SEO best practices but you need to stimulate their interest so they reach out to you and become a lead.

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B2B SEO Fail

#fail: How to Completely Screw Up Your B2B SEO

- April 15, 2020 1:55 am

B2B SEO Fail

Search Engine Optimization (SEO) is one of the most thoroughly understood subjects in digital marketing – just ask 20 different SEO experts for help and you’ll get 20 different plans.

Hire them all and presto! You’ve got… a lot of plans.

If that seems confusing, you could try to learn it on your own. Keeping up with Google is fun – there are only 500-600 ranking algorithm updates per year.

We’ve Seen It All

With a landscape that changes every couple of clicks, SEO know-how requires a lot of keeping up. But SEO know-how-not-to is its own kind of expertise as well.

We’ve optimized websites since the days of Lycos and AltaVista. Some of us even remember surfing the internet on blue UNIX screens – good times.

Over the years,

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B2B SEO Building Blocks

5 Key Building Blocks of Successful B2B SEO

- April 13, 2020 1:41 am

B2B SEO Building Blocks

There are numerous components to search engine optimization (SEO) in business-to-business (B2B) marketing, so how do you know where to start. Here are five key building blocks that, once mastered, will increase traffic for any website by 30-300% or more.

Keyword Rankings

“The power of keyword research lies in better understanding your target market and how they are searching for your content, services, or products.” – Moz

Tracking keyword rankings is central to the success of all SEO activities. Keywords are a leading indicator for lead generation, along with organic search traffic and lead generation. Rank for the wrong keywords, and you will have wasted a lot of time and money. Rank for the right keywords, and your lead generation activities are likely to be very successful.

We conduct extensive keyword research using the Keyword Planner of Google Ads to tailor our on-site content to align with the keywords searched for by prospects.

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B2B Marketing Strategy & Failure

#fail: How to Suck at B2B Marketing Strategy

- April 8, 2020 2:12 pm

B2B Marketing Strategy & Failure

They say 80% of businesses fail, so it’s actually pretty easy to suck at B2B marketing strategy.

Still, a broken clock is right twice a day and you could get lucky, so here are some tips for covering all the bases in your next strategic marketing debacle.

Don’t Listen to Your Customers

The quickest way to fail is to ignore the people who might actually buy from you.

You know what’s best for your channel partners and customers, so why bother with getting their input? After all, it would be better if we didn’t have to deal with them at all, right? So why would we want to [gulp] actually talk to them? [shudder] It’s better to just go with your gut or just wing it altogether, what could go right?

Market research?

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B2B Search Engine Optimization (SEO)

Why SEO?

- April 7, 2020 2:21 pm

B2B Search Engine Optimization (SEO)

Before you jump into the bottomless pool of opinion on how to do B2B search engine optimization (SEO), it’s important to consider an often-overlooked question in the overheated debate around SEO strategy: Why do it? What is the underlying goal?

SEO is perhaps the single most misunderstood factor around the process of creating a B2B website in the hope of converting visitors into customers: if you don’t have high-quality content aligned to a sales and marketing strategy, an SEO strategy is worthless.

The Whole Point

Strange but true – SEO efforts often overlook the fundamental purpose behind the whole exercise: delivering information to a target audience in a way that will prompt them to buy what you’re selling.

A strategy that delivers a bigger audience to a website that has nothing to say is not a strategy at all.

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B2B Messaging Under Duress: 3 Recommendations for Managing COVID-19 Communications

- March 25, 2020 6:00 pm

B2B Storytelling that Cuts Through the Clutter

Your clients have a lot of things to worry about right now. First of course, is protecting the health and safety of their employees and others around them.

But while that’s the priority, the economic risks are hard to separate from our other worries right now. Your clients, like all of us, are navigating the health threat while also scrambling to keep it from spilling over into a threat to their businesses.

How do you communicate with them without simply adding to the noise, or worse – creating the impression that you put profits ahead of public health?

Here are three recommendations on how to communicate with your customers or prospective customers during this crisis:

Share the State of Your Operations

Your customers need to know if there are changes to your capacity or availability. If you’re still fully operational,

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B2B Brand Story: The Hero

B2B Storytelling that Cuts Through the Clutter

- January 26, 2020 7:42 pm

B2B Storytelling that Cuts Through the Clutter

In a world full of countless, noisy marketing messages vying for our attention from a multiplying list of platforms, many companies mistakenly try to compete with messaging that is louder. HEY! LOOK AT US, LOOK AT WHAT WE CAN DO!

Meanwhile, your prospects are struggling to figure out whether you are a good fit for helping them do what they do. Hey, look over here! Look at what we need…

Brand Story marketing, adapted from sources like Donald Miller’s book, Building a StoryBrand and Joseph Campbell’s The Hero with a Thousand Faces, reframes the traditional view of marketing, placing the customer at the center of the message rather than the company. By focusing on prospects and their issues, businesses can better capture the attention of their target audiences, converting leads into engaged customers.

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B2B Brand Story Building

Tell Your Prospects a Better Story: Theirs

- October 28, 2019 8:43 pm

Tell Your Prospects a Better Story: Their Story

Are you leading with the blah, blah, blah in your marketing? Yawn.

Do you want prospects to see you as just another vendor or a trusted business advisor?

Many companies make the same mistake in their messaging and branding: they lead with their products and services, features and benefits. You know Sandler preaches against this, so why is it so… everywhere in marketing? It’s the same tired story. Prospects have heard it so many times… blah, blah, blah. It’s just noise to them.

Problems Solved vs. Features & Benefits

Lead with the problems you solve and the people you solve them for instead – and you’re likely to find prospects who want to share their problems with you. Because it’s their story you’re really telling.

We’ve adapted elements of Joseph Campbell’s The Hero with a Thousand Faces and Donald Miller’s Building a StoryBrand to help you create B2B brand story messaging that puts your prospects first,

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Innovaxis Named to List of Chicago’s Top Marketing Consultants

- July 31, 2019 4:57 pm

Innovaxis Named to List of Chicago's Top Marketing Consultants

As a B2B-focused digital marketing firm with a track record of creating lead-generating marketing content and strategy for a wide variety of businesses, we are proud to have been named to a list of the top marketing and consulting firms serving Chicago.

The ranking, created by Seattle-based research firm Expertise, used 25 variables across five categories that include reputation, credibility, experience, availability and professionalism to establish its list. The agencies on the list were culled from a starting point of more than 600 marketing consultants serving Chicago.

B2B Expertise that Drives Lead Generation

Our president Sean Parnell said the ranking reflects the hard work and specialized expertise that the Innovaxis Marketing team brings to its B2B clients both in Chicago and across the United States.

“Too many B2B companies spend too much money on marketing efforts that aren’t aligned with a successful B2B marketing strategy – which requires a focus that is far more targeted than churning out generic content and Facebook posts,”

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