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How We Increased Organic Traffic by 65% Using Keyword Research Working Sessions

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The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

For many of us, there is no greater feeling than winning a new client. It might help you to grow your team, earn yourself a bonus, or achieve a promotion. All of which are great motivators and things to celebrate.

But for me, the reason why winning new business is so enjoyable, is because you’ve just earned the trust of someone else. You’ve connected with them. They’ve bought into your ideas, and now they’re relying on you to help them grow their business.

If you’re anything like me, you’ll be excited to get started. You’ll have poured your heart and soul into winning the new account. And you can now get to work putting into practice all the things you presented so well in the pitch.

For content writers, this might start with an in-depth keyword research piece. Taking your initial pitch data and expanding on it to form a content strategy.

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But before you start, have you thought about inviting your new client to a working session to help with your keyword research?

It’s the kind of thing that might make you run for the hills — I would have, not so long ago — but it can be incredibly useful. We often forget that in our excitement to get started, our clients are excited, too. They often want to help, and you can use a working session as an opportunity to tap into their industry knowledge. After all, it’s the subject matter that they live every hour of every day.

In this blog, I’m going to show you why you should do a keyword research working session with your clients, and how it has helped us deliver 65% organic traffic growth for one of our clients with low Domain Authority.

Tried and tested keyword research

Let’s start with what keyword research usually looks like. This will be a great way to prepare for a working session with your new client, which we’ll come to next.

Now, there is already a library of fantastic resources available on Moz to help you with keyword research, each of which go into much more detail than I’m going to:

I would urge you to devour as much of this as possible. For the purposes of this blog, we’re going to assume that keyword research boils down to three simple things:

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  1. Keywords you want to rank for

  2. Keywords you already rank for

  3. Keywords your competitors rank for

To compile this information, we’ll use Moz’s Keyword Explorer (you can use whichever keyword research tool you’re most familiar with, but I find Moz’s tool particularly good for this process).

The example we’re going to use is a real-world example from a keyword research session I had with a client who sells packaging supplies. One of their most important products is cardboard boxes. So we’ll start with that as our initial keyword.

1. Keywords you want to rank for

So, with cardboard boxes as our initial seed keyword, what other relevant keywords can we uncover? Using Keyword Explorer’s keyword suggestions, we can instantly get a good idea of some of the highly relevant and well searched for related keywords.

At this stage, you’re ideally looking to pick out related themes as you scroll through. For example, we can instantly see that several keywords are related to moving. Perhaps that’s something we should investigate further. Secondarily, there are also a few references to size too (small and large), which we’re also going to make a note of.

Within just a few seconds we already have a couple of ideas we can use to help inform our content strategy. And you can keep going, picking out as many interesting keywords or topics as you can.

You can then use these keywords to start building out lists within Keyword Explorer, or export the data and work in spreadsheets if that’s your preferred method.

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Remember, at this stage, we’re just looking to prepare for our working session with the client, not create a fully kitted out content strategy.

2. Keywords you already rank for

Unless you’re working with a client in a very unique position of launching a brand new website, you should be able to uncover lots of keyword opportunities simply by researching the keywords the website already ranks for. These are often some of your biggest opportunities to improve and grow traffic from.

A search for your website in Keyword Explorer will return a list of keywords with your ranking position included. You can then export this to excel and filter on keywords you would like to target. In our case, let’s take a look at how our client’s website ranks for terms related to cardboard boxes.

1658304079 10 How We Increased Organic Traffic by 65 Using Keyword Research

Now that’s interesting. While some of the keywords with the highest search volume were related to moving house, we can see that our client’s website predominantly ranks well for postage boxes. And the search intent behind those two topics is very different. So, we’ll be earmarking this as one to discuss with the client.

3. Keywords your competitors rank for

Possibly the most important part of keyword research is to check what your competitors are ranking well for, but you’re not. You can do this in Keyword Explorer simply by adding one or two domains to your search when searching by website:

1658304079 347 How We Increased Organic Traffic by 65 Using Keyword Research

And when we do this, we uncover another opportunity:

1658304079 153 How We Increased Organic Traffic by 65 Using Keyword Research

While there are lots of keywords related to cardboard boxes that are of interest to us, it is double walled cardboard boxes that stand out here. There are several variations and a good number of searches per month, so, that’s definitely one to discuss during the keyword research working session.

After some very quick keyword research, we’ve uncovered four potential topics we could discuss from our initial cardboard boxes seed keyword:

  • Boxes for moving

  • Boxes by size

  • Postal boxes

  • Double walled boxes

If we were doing this for real, we would have uncovered plenty more opportunities, too. And if you stop here, you can still have great success building out a content strategy and creating highly relevant, optimized content to target these keywords.

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But as great as our SEO tools are for keyword research, they don’t always tell the full story. That’s where a working session with your client can help.

Keyword research working sessions

Working alongside your clients at this stage can feel a little daunting, and it can be hard to relinquish control. It’s your job, and you have the expertise and the instincts to be successful. You might be thinking that the last thing you need is the client demanding something you know will be near impossible to achieve before you’ve even got started.

But as mentioned above, we also need to appreciate that as good as keyword research tools are, they don’t show the full picture. Even cross-referencing against Search Console can leave us skeptical. And so, tapping into the knowledge your clients have might just lead to you discovering some great content ideas and keywords to target.

How to approach a keyword research working session

So, how do you go about approaching a keyword research working session yourself? Start by asking yourself a few simple questions:

Who should be involved?

Depending on the size of your client, you might have multiple contacts on their side. Think about who would be best placed to discuss the products in detail. The MD or CEO won’t need to come along. But someone like the Head of Marketing, along with a senior buyer would have all the knowledge you need.

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And in your own team, do you need to invite several people or keep it small? It might depend on how big the client is, but to get the most out of your session, it might be best to keep the attendees at a minimum. This will be a decision for you, your circumstances and how best you work as a team.

How many sessions do you need?

Again, this depends on the specifics of your client and your scope of work. If you’re working on a small retainer, just one session will be enough. But if this is a big client with a sizeable retainer, perhaps you’re going to need a handful of sessions to cover various topics that you’ll be hoping to rank for.

What does your client need to prepare?

The best thing your clients can do is come prepared with detailed knowledge of their products and which products are most important for them. Which products provide the greatest profit margin? Which products are they struggling to get hold of due to issues in the supply chain? Which products are stacked up in the warehouse that they need to shift? As much information as possible.

What do you need to prepare?

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You should prepare well, either by following the recommendations in this blog or by going through your own keyword research process. But beyond that, you also need to have an open mind. Let your client contribute their own thoughts and take it from there.

What happened at our own keyword research session?

In our example, we got talking about the different sizes of cardboard boxes available. The client explained it was a hugely important factor for their customers. No business wants to be shipping empty space in boxes that are too big for their products. And no business wants to be cramming products into boxes that aren’t big enough.

So we took a closer look at boxes by size and discovered there were plenty of low volume searches related to box dimensions. These are great keywords for us to be targeting, either on product pages or within facet navigation.

1658304079 618 How We Increased Organic Traffic by 65 Using Keyword Research

You might suggest the search volume is too low to care too much about. But you’re missing a big opportunity if you take that approach.

Remember, our client has a low Domain Authority. Competing for some of the top generic keywords is not going to happen overnight, so we’ll need to be clever in our keyword targeting. And as Adriana Stein notes in her brilliant blog on low search volume keywords:

“[For] low authority sites in competitive niches, it takes months (or maybe even years) to rank for a [highly competitive] keyword.

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[…]

“Specific and niched keywords are exactly what accelerate your organic traffic growth and business revenue – even when you don’t have the domain authority, brand awareness, or resources of your more established competitors.”

So, with that advice in mind, in this example I was not concerned about seeing low search volume at this stage. Rather, I was quite excited about it. And then, as we were looking at these low volume dimensions, the client picked out an odd-looking keyword to me and noted: “Oh, that’s interesting.”

1658304079 993 How We Increased Organic Traffic by 65 Using Keyword Research

Interesting? I have to be honest, if I was browsing these keywords by myself, I’m really not sure I’d have picked this one out. To my untrained eye, it’s just a few unidentifiable numbers with low relevancy.

“That’s a FEFCO code.” My client told me.

A what?

“A FEFCO code. It’s what our customers ask us for every day. When you’re selling cardboard boxes, you’re talking in FEFCO codes.”

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Bingo:

1658304079 801 How We Increased Organic Traffic by 65 Using Keyword Research

All of a sudden, we have a whole new bunch of incredibly relevant keywords for us to target. And not just relevant from an SEO perspective, but also in the language our client’s customers would understand.

I’m happy to admit that getting to this point would have been impossible on my own. I needed my client’s insight and knowledge of the industry to find these keywords.

So what about you? Have a think. Are you missing some hidden gem keywords?

Results

Working this way has resulted in an organic traffic increase of 65% year-on-year:

1658304079 318 How We Increased Organic Traffic by 65 Using Keyword Research

Beyond traffic acquisition, organic revenue has also increased significantly. Not only that, but our client also regularly updates us that they’re receiving inbound calls from potential new customers who have found them online.

The success in keyword targeting is perhaps best visualized with a look at their historical keyword rankings:

1658304079 448 How We Increased Organic Traffic by 65 Using Keyword Research

We started working with this client in 2020. And really, before 2021, there were only a handful of keywords in the top 10 according to Ahrefs data. That is now over 1,000. And best of all, because we’ve been working so closely with the client, we know we’re targeting the right keywords.

Additional benefits of working sessions with your clients

If you’re still not convinced, consider the additional benefits that this working session will bring:

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  • You’ll be able to build on the connection you’ve made during the pitch, to help you build a long-lasting working relationship for years.

  • Your clients will be highly engaged and excited to work with you. And they’ll appreciate the time you’re taking to hear from them in detail.

  • They’ll also get a front row seat to see how much hard work goes into your content strategy and planning from minute one, appreciating your expertise with the SEO tools you use.

  • All of which helps to facilitate a team spirit and culture of working together, rather than lapsing into a confrontational client vs agency relationship should things go wrong (and we know with SEO, sometimes we can’t guarantee results!)

With all of the above in mind, by making a little extra effort to schedule a keyword research working session, you’re far more likely to retain clients over the long term.

Conclusion

The additional benefits alone should be reason enough to undertake a keyword research working session with your clients. And when it comes to optimizing low Domain Authority websites in competitive niches, any help you can get is valuable.

But more than that, you might just uncover a few hidden gems for content ideas. And that’s something that’s incredibly valuable whatever the budget you’re working with.

These sessions don’t replace your traditional keyword research. You should still do that, too. But this is a great way to supplement that research with evidence from those at the coalface.

And if you get just one great content idea that you hadn’t otherwise considered, it will be worth it.

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Ecommerce evolution: Blurring the lines between B2B and B2C

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Ecommerce evolution: Blurring the lines between B2B and B2C

Understanding convergence 

B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers. 

However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated. 

Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)

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What’s driving this change? 

Ever increasing customer expectations  

Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels.

Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels

Technology and omnichannel strategies

Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores. 

However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition.  Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery

“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.

And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.” 

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If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space

Joe Albrecht
CEO/Managing Partner, XNGAGE

Increasing complexity 

Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs. 

How to win

Here are a few ways companies can get ahead of the game:

Adopt B2C-like features in B2B platforms

User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.  

According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales. 

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Focus on personalization and customer experience

B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.

Related: Redefining personalization for B2B commerce

Market based on customer insights

Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable. 

What’s next? 

The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business). 

Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape: 

  • Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence. 
  • Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it. 
  • Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms. 
  • Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
  • Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
  • Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
  • Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
  • Monitor and evaluate your convergence efforts, and adapt and improve them as needed. 

By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves. 

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Streamlining Processes for Increased Efficiency and Results

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Streamlining Processes for Increased Efficiency and Results

How can businesses succeed nowadays when technology rules?  With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.

So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.

Benefits of automation marketing automation to boost your efforts

First, let’s explore the benefits of marketing automation to supercharge your efforts:

 Marketing automation simplifies repetitive tasks, saving time and effort.

With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.

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Automation allows for precise targeting, reaching the right audience with personalized messages.

With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp

within seconds once a potential customer expresses interest in your business.

Increases ROI

By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.

Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.

Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business

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How marketing automation can simplify operations and increase efficiency

Understanding the Change

Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.

One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.

The Emergence of AI-Powered Automation

In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.

Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.

Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.

Personalization on a Large Scale

Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.  

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This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience.  As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.

Integration Across Channels

Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.

Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.

The Human Element

While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.

Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.

Conclusion

The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.

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As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.

By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.

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Will Google Buy HubSpot? | Content Marketing Institute

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Why Marketers Should Care About Google’s Potential HubSpot Acquisition

Google + HubSpot. Is it a thing?

This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.

The prospect dismayed some. It delighted others.

But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?

Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:

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Why Alphabet may want HubSpot

Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.

The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.

If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.

At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?

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At a second glance, it makes a ton of sense.

I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.

All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.

Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.

Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.

When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.

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What acquisition could mean for HubSpot customers

I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).

Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.

The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.

But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.

Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.

What marketers should realize

So, what’s my takeaway?

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It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.

The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.

It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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