Recently published Forrester reports project B2B e-commerce sales in the U.S. will exceed a trillion dollars in 2019, for the first time ever. And this is by the narrowest definition of B2B sales, i.e. transactions Forrester calls employee-initiated purchases conducted on their suppliers' websites. For context, B2B e-commerce is about twice the total revenue of B2C sales generated by all retailers combined. (Including Amazon!)
Manufacturers are leading the way in B2B e-commerce with almost 70% of manufacturers selling online in one form or another. The trend is clear: E-commerce is the fastest growing sales channel for manufacturers that have embraced it accounting for over 50% of B2B sales including EDI, e-procurement, and e-commerce websites.
Working with manufacturing clients in multiple industries we see confirmation of Forrester's findings: B2B e-commerce is increasing in importance, especially for clients expanding into new markets, introducing new products and connecting directly with potential customers. This is not to say manufacturers are giving up on trade shows, distributors, field reps and call centers.
However, the emphasis (and investment) is shifting to support their online initiatives. These forward looking manufacturers understand the importance of having robust, secure, easy-to-use websites, supported by online marketing to help them reach their target markets, quickly and cost-effectively.
So while B2C e-commerce gets most of the hype, B2B e-commerce is where the real action is.
Wednesday, April 17, 2019
Monday, March 11, 2019
Why SEO is More Important (and More Strategic) Than Ever
Working with clients in a dozen industries we've seen firsthand how strategic, persistent search engine optimization (SEO) provides a clear competitive advantage for businesses of all sizes. First, in the form of search visibility and second, by providing that targeted visibility at a lower cost than than by other means.
This point what just reinforced by a March 8 article in Bloomberg titled, "Google Search Dominance Has Businesses Paying for Their Name". The article points out that Google's share of the search market gives them potentially damaging power in the area of branded keywords, where a company's competitors can bid on the company's name, to show up above them in search.
Google's guidelines allow this, so a company may need to bid on its own brand to be listed above its competitors. One business owner quoted in the article said "You have to buy the ads every day." He said they tried not buying Google search ads for their business and the slot was immediately purchased by other businesses. He added that they "had to bid more to get back on there after we stopped."
This is where consistent SEO work can help a business insure they will show up prominently in organic search. (Organic results are shown below paid ads, but many consumers prefer and trust organic results more.)
Our experience over the last 20 years is that SEO continues to be an important tool in the online marketers toolbox that should not be neglected. Properly implemented it has long-term value and is a natural compliment to PR, paid (Adwords) ads, email, video and social media.
Contrary to popular opinion SEO isn't about "fooling" Google; it's about organizing and presenting content to help Google serve their customers with the best information to answer whatever they're searching for.
SEO isn't easy; dozens of variables are involved. But done right, in the context of a well crafted online marketing strategy, it provides a competitive advantage that will pay dividends now, and well into the future. In our experience, SEO is now more important, and more strategic, than ever.
This point what just reinforced by a March 8 article in Bloomberg titled, "Google Search Dominance Has Businesses Paying for Their Name". The article points out that Google's share of the search market gives them potentially damaging power in the area of branded keywords, where a company's competitors can bid on the company's name, to show up above them in search.
Google's guidelines allow this, so a company may need to bid on its own brand to be listed above its competitors. One business owner quoted in the article said "You have to buy the ads every day." He said they tried not buying Google search ads for their business and the slot was immediately purchased by other businesses. He added that they "had to bid more to get back on there after we stopped."
This is where consistent SEO work can help a business insure they will show up prominently in organic search. (Organic results are shown below paid ads, but many consumers prefer and trust organic results more.)
Our experience over the last 20 years is that SEO continues to be an important tool in the online marketers toolbox that should not be neglected. Properly implemented it has long-term value and is a natural compliment to PR, paid (Adwords) ads, email, video and social media.
Contrary to popular opinion SEO isn't about "fooling" Google; it's about organizing and presenting content to help Google serve their customers with the best information to answer whatever they're searching for.
SEO isn't easy; dozens of variables are involved. But done right, in the context of a well crafted online marketing strategy, it provides a competitive advantage that will pay dividends now, and well into the future. In our experience, SEO is now more important, and more strategic, than ever.
Friday, February 22, 2019
Practice and Process Makes Perfect
Our latest launch illustrates the collaboration required to update a website for a client working in a highly technical field. The client is Product Design Services (PDS); they have over 20 years of experience building world-class aesthetic models and prototypes for manufacturers as diverse as Whirlpool, Intuitive Surgical, Raytheon and many others.
This is exacting work using some of the most advanced manufacturing technologies available. Getting it right requires both practice and process.
Similarly, we went about explaining and illustrating their unique capabilities using a project development framework we've refined over the past 16 years. Using this defined, step-by-step method helps to insure nothing important slips through the cracks during the design process.
And it doesn't happen in a vacuum. A typical redesign project involves a lot of communication involving a combination of meetings, phone calls and (many) emails to select and edit the right photography, the best text and clearest design elements to insure the website tells our client's story in a clear, compelling way.
For Product Design Services, the end result of this careful, collaborative process can be seen at their recently relaunched company website. (Click through to see some of the most intricate, beautiful, aesthetic models you've ever laid eyes on.)
As the PDS website redesign project illustrates, practice and process makes perfect.
This is exacting work using some of the most advanced manufacturing technologies available. Getting it right requires both practice and process.
Similarly, we went about explaining and illustrating their unique capabilities using a project development framework we've refined over the past 16 years. Using this defined, step-by-step method helps to insure nothing important slips through the cracks during the design process.
And it doesn't happen in a vacuum. A typical redesign project involves a lot of communication involving a combination of meetings, phone calls and (many) emails to select and edit the right photography, the best text and clearest design elements to insure the website tells our client's story in a clear, compelling way.
For Product Design Services, the end result of this careful, collaborative process can be seen at their recently relaunched company website. (Click through to see some of the most intricate, beautiful, aesthetic models you've ever laid eyes on.)
As the PDS website redesign project illustrates, practice and process makes perfect.
Monday, December 24, 2018
The Most Noteworthy Business Book of 2018: Measure What Matters by John Doerr
Reading John Doerr's best seller, Measure What Matters took us back twenty (short but memorable) years, when we were on Sand Hill Road pitching our fast growing e-commerce company to a couple of storied Silicon Valley VCs.* Little did we know, as we were making our rounds, Sergey Brin and Larry Page were just down the road, pitching John Doerr to invest in Google.
John's saw Google's potential and wrote a check. He was richly rewarded for his insight. His $12.5 million investment in 1999 was worth billions when Google went public in 2004. (The $25 million round included John's firm, Kleiner Perkins as well as Sequoia Ventures as co-investors.)
But Google's success was not a forgone conclusion. John brought more than money to Google. His introduction of OKRs (Objectives and Key Results) as a management tool was critical to the company's ability to execute on their ambitious plans.
Measure What Matters chronicles John's introduction to OKRs while working at Andy Grove's, Intel and expands on OKR's core principles with four additional "superpowers" to help company's of all types and sizes achieve superior execution while enhancing workplace satisfaction.
And it's not just theory: He illustrates how OKRs are being used beyond Google, by Bono, the Gates Foundation, Zume Pizza, Intuit, and others. (The book's foreword by Larry Page is a bonus that's worth the price of the book!)
It's a good read, filled with practical, actionable advice. Knowing your time is valuable it's one of the few, and perhaps most noteworthy management books we're recommending from 2018.
*One of the venture firms we visited showed interest but insisted we'd have to move our company to the west coast as a condition of their investment. We politely declined, preferring to keep our operations in scenic southwestern Michigan; a decision we have never regretted.
John's saw Google's potential and wrote a check. He was richly rewarded for his insight. His $12.5 million investment in 1999 was worth billions when Google went public in 2004. (The $25 million round included John's firm, Kleiner Perkins as well as Sequoia Ventures as co-investors.)
But Google's success was not a forgone conclusion. John brought more than money to Google. His introduction of OKRs (Objectives and Key Results) as a management tool was critical to the company's ability to execute on their ambitious plans.
Measure What Matters chronicles John's introduction to OKRs while working at Andy Grove's, Intel and expands on OKR's core principles with four additional "superpowers" to help company's of all types and sizes achieve superior execution while enhancing workplace satisfaction.
And it's not just theory: He illustrates how OKRs are being used beyond Google, by Bono, the Gates Foundation, Zume Pizza, Intuit, and others. (The book's foreword by Larry Page is a bonus that's worth the price of the book!)
It's a good read, filled with practical, actionable advice. Knowing your time is valuable it's one of the few, and perhaps most noteworthy management books we're recommending from 2018.
*One of the venture firms we visited showed interest but insisted we'd have to move our company to the west coast as a condition of their investment. We politely declined, preferring to keep our operations in scenic southwestern Michigan; a decision we have never regretted.
Monday, November 12, 2018
How a Website Redesign Can Drive Sustainable Growth
Our latest website launch illustrates the collaborative process we've developed over the past fifteen years of helping clients grow their businesses in multiple markets and industries. In this case, the market is healthcare; our client is Kidney Care of Michiana.
The project kick off was a meeting with the principals to get a clear understanding of the business strategy and objectives that would help them grow their practice. These included updating their website to (1) better showcase their expertise, and (2) explain the scope of services and locations where services are available, as well as (3) providing access to related information resources, while (4) making everything available and easily usable on screens of all types and sizes; (i.e. responsive mobile design.)
Point 4 is notable because more than half of all searches are now from a mobile device, where the "real estate" (visible screen) is minimal, and users' impatience is maximal. What we used to call the "six second rule" for capturing a visitor's attention is now probably closer to four seconds on a smartphone.
One logical response to this culture of pervasive impatience is to adopt a minimalist approach to design and messaging. An extreme (but beautiful) example of this is the current apple.com website, where other than the navigation bar, the only thing visible "above the fold" is a gorgeous photo of the two iPhone X phones (stacked) with "Welcome to the Big Screens." and two links underneath.
Besides the navigation bar and the product name, there are a total of five words on the Apple website, before you scroll the page down. That's what we call minimalist.
Of course, as the world's most recognized brand, Apple doesn't really need to explain who they are, what they do, how they're different from their competitors and why they can be trusted. This works for Apple. But for most companies, this spare, ultra-minimalist design is far less than optimal.
Our experience tells us it's critical that our clients' websites are clean and uncluttered, while (nonetheless) resonating with a clear, compelling story about what they do, who they serve, and how they're better than their competitors, while building trust and guiding the visitor to the next click.
And remember, this has to happen in four to six seconds! It's not easy, but getting it right creates a competitive advantage (relative to the online competition) precisely because it's difficult to achieve.
You can see the end result of our process in this case at our client's relaunched website: Kidney Care of Michiana.
What comes next is equally important to driving growth: A well-executed online marketing program to help boost the new site's search engine visibility. This will put them in front of the right audience, at the right time, in the right place, to help them achieve the business objectives that fuel sustainable growth, well into the future.
The project kick off was a meeting with the principals to get a clear understanding of the business strategy and objectives that would help them grow their practice. These included updating their website to (1) better showcase their expertise, and (2) explain the scope of services and locations where services are available, as well as (3) providing access to related information resources, while (4) making everything available and easily usable on screens of all types and sizes; (i.e. responsive mobile design.)
Point 4 is notable because more than half of all searches are now from a mobile device, where the "real estate" (visible screen) is minimal, and users' impatience is maximal. What we used to call the "six second rule" for capturing a visitor's attention is now probably closer to four seconds on a smartphone.
One logical response to this culture of pervasive impatience is to adopt a minimalist approach to design and messaging. An extreme (but beautiful) example of this is the current apple.com website, where other than the navigation bar, the only thing visible "above the fold" is a gorgeous photo of the two iPhone X phones (stacked) with "Welcome to the Big Screens." and two links underneath.
Besides the navigation bar and the product name, there are a total of five words on the Apple website, before you scroll the page down. That's what we call minimalist.
Of course, as the world's most recognized brand, Apple doesn't really need to explain who they are, what they do, how they're different from their competitors and why they can be trusted. This works for Apple. But for most companies, this spare, ultra-minimalist design is far less than optimal.
Our experience tells us it's critical that our clients' websites are clean and uncluttered, while (nonetheless) resonating with a clear, compelling story about what they do, who they serve, and how they're better than their competitors, while building trust and guiding the visitor to the next click.
And remember, this has to happen in four to six seconds! It's not easy, but getting it right creates a competitive advantage (relative to the online competition) precisely because it's difficult to achieve.
You can see the end result of our process in this case at our client's relaunched website: Kidney Care of Michiana.
What comes next is equally important to driving growth: A well-executed online marketing program to help boost the new site's search engine visibility. This will put them in front of the right audience, at the right time, in the right place, to help them achieve the business objectives that fuel sustainable growth, well into the future.
Tuesday, October 9, 2018
Three Reasons We're Quitting Facebook, Twitter and Google+
Google just announced that they are shutting down Google+. In case
you forgot, Google+ was the social media platform they launched in 2011 to
compete with Facebook. After years of languishing, and now, with their belated
admission of a data exposing bug, they’ve finally pulled the plug on the
consumer version of the Google+ platform.
Google’s action reminded us of the importance of reevaluating our
company’s social media strategy and reconsider how we're communicating with our
clients and friends. After some careful consideration, we've decided it's time
to quit Facebook, Twitter and Google+ (which will still be available for some
corporate users). We’re taking this step because of concerns in three areas:
Security Concerns: As mentioned, Google just admitted a data
exposing bug. But they’re hardly alone: In May of this year, Twitter advised
all 330 million of its users to change their passwords after a bug exposed
their passwords in plain text. And in September, Facebook admitted a breach
exposing an unknown amount of data of some 50 million Facebook users. And
this is on top of the Cambridge Analytica scandal that compromised as many as
87 million Facebook user accounts.
Effectiveness Concerns: Helping clients in a dozen different
industries develop and execute online marketing strategy, we’ve been able to
draw some conclusions about what works and what doesn’t in the realm of social
media. We note a general distinction in social media effectiveness between B2B
and B2C focused companies with notably better results for the latter than the
former. Better, for B2C, but not necessarily great results. The problem, as we
it, is contextual: Most social media users are there to socialize first.
Shopping and searching for business solutions or services isn’t high on their
list.
ROI Concerns: Since advertising on most social media platforms
isn’t free, it’s reasonable to expect a measurable return on that social media
marketing investment. And again, across industries, ROI has been difficult
to track, especially for B2B companies. And it’s not just ROI on the money
invested that concerns us, it’s also the lack of ROI on the considerable
investment in time required for the proper care and feeding of these social media networks.
In
our experience, well-designed keyword campaigns along with quality SEO are far
more effective in driving targeted, in-the-market traffic to our clients’
websites while delivering a measurable, meaningful ROI.
So this will be our final post on Facebook, Twitter, and Google+.
Of course we'll continue to share our occasional ponderings on our blog,
by email and via LinkedIn articles.
Our clients can still reach us by email
or, (as quaint as it sounds) by just picking up the phone and calling us. Come
to think of it, compared to social media, the phone is more secure, more
effective and has a higher ROI in developing client relationships.
Here’s our number: 269-409-8169. Call us anytime.
P.S. Let us know if you need assistance deleting any of your social
media accounts and we’ll share some helpful links.
Tuesday, September 18, 2018
Top Four Chrome 69 Don't Miss Features
In the ten years since Google launched it's Chrome browser, (now used by 2/3 of the planet), they have regularly tweaked, updated, upgraded, patched and generally improved it over the course of 68 prior iterations. (That's a new version every 53 days!)
Now, with Chrome 69, (released just days ago) we see some of the most important changes introduced in the last few years. The latest version of Chrome is faster, uses fewer computer resources, is more customizable, and more useful in many ways. Here's our pick for the top four improvements:
"Not Secure" Websites Flagged: Rather than saying a website is "Secure" Chrome clearly alerts users when they visit a website that's not running on an HTTPS (encrypted) server. Visitors will see a "Not Secure" notice next to the URL. Firefox and MS Edge also show a small "i" (for Information) in a circle icon next to the URL. Clicking on that icon will show a drop box that says the site is potentially dangerous or not secure. But Chrome's warning is more noticeable and effective in warning users away from websites that lack this level of security. For businesses whose websites are still not encrypted (HTTP instead of HTTPS) this should be a wake up call.
40 Security Vulnerability Patches: With Chrome 69 Google has patched some 40 bugs or vulnerabilities, including seven that were labeled as "High" risk. (This is the second highest risk level of Google's four tier ranking system.) Internet security is a never ending "arms race" with the bad guys. And no security measure, process or operating system (including iOS) is invulnerable to attack or hack. But using Chrome 69 can give you 40 fewer things to worry about.
Enhanced Password Manager: Chrome could already remember and fill in your passwords, addresses, and (with your permission) even your credit card numbers, all securely saved to your Google account. Chrome 69 can now generate one for you and save it, so it's there the next time you sign in, including on your laptop and phone. If you've ever struggled with coming up with another unique, strong password for a new website you're going to love this feature.
Improved User Interface: It's been two years since the last meaningful change in Chrome's UI (user interface). Now, with Chrome 69, you'll see a new look across platforms, including desktop, Android and iOS. It's simpler and cleaner with more rounded shapes and icons. Tabs are changed to make multiple tabs and websites easier to identify and navigate. Prompts and menus have been simplified, including the URLs in the address bar.
If you're not sure if your computer has been upgraded to Chrome 69, drop us an email and we'll send you a short tutorial. It will explain how to verify your current version of Chrome and (if necessary) how to initiate the upgrade process. Chrome 69 will run on most Windows, Linux, and Apple iOS machines.
Taken together, we think these (and many other under-the-hood) changes and improvements make Chrome 69 the best Chrome browser ever. It's an upgrade that can help you to be more secure and more productive whenever you're online.
Now, with Chrome 69, (released just days ago) we see some of the most important changes introduced in the last few years. The latest version of Chrome is faster, uses fewer computer resources, is more customizable, and more useful in many ways. Here's our pick for the top four improvements:
"Not Secure" Websites Flagged: Rather than saying a website is "Secure" Chrome clearly alerts users when they visit a website that's not running on an HTTPS (encrypted) server. Visitors will see a "Not Secure" notice next to the URL. Firefox and MS Edge also show a small "i" (for Information) in a circle icon next to the URL. Clicking on that icon will show a drop box that says the site is potentially dangerous or not secure. But Chrome's warning is more noticeable and effective in warning users away from websites that lack this level of security. For businesses whose websites are still not encrypted (HTTP instead of HTTPS) this should be a wake up call.
40 Security Vulnerability Patches: With Chrome 69 Google has patched some 40 bugs or vulnerabilities, including seven that were labeled as "High" risk. (This is the second highest risk level of Google's four tier ranking system.) Internet security is a never ending "arms race" with the bad guys. And no security measure, process or operating system (including iOS) is invulnerable to attack or hack. But using Chrome 69 can give you 40 fewer things to worry about.
Enhanced Password Manager: Chrome could already remember and fill in your passwords, addresses, and (with your permission) even your credit card numbers, all securely saved to your Google account. Chrome 69 can now generate one for you and save it, so it's there the next time you sign in, including on your laptop and phone. If you've ever struggled with coming up with another unique, strong password for a new website you're going to love this feature.
Improved User Interface: It's been two years since the last meaningful change in Chrome's UI (user interface). Now, with Chrome 69, you'll see a new look across platforms, including desktop, Android and iOS. It's simpler and cleaner with more rounded shapes and icons. Tabs are changed to make multiple tabs and websites easier to identify and navigate. Prompts and menus have been simplified, including the URLs in the address bar.
If you're not sure if your computer has been upgraded to Chrome 69, drop us an email and we'll send you a short tutorial. It will explain how to verify your current version of Chrome and (if necessary) how to initiate the upgrade process. Chrome 69 will run on most Windows, Linux, and Apple iOS machines.
Taken together, we think these (and many other under-the-hood) changes and improvements make Chrome 69 the best Chrome browser ever. It's an upgrade that can help you to be more secure and more productive whenever you're online.
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