Why SEO will increase sales for b2b companies?

Why SEO will increase sales for b2b companies?

Revenue is an important factor to run any business and sales is considered as the engine of a profitable venture. The key to sales is the lead generation. The total number of relevant leads will increase the closures, thus increasing the revenue of the business.

To generate leads many companies follow the traditional methods like cold calling, setting up meetings with prospects to showcase their products and services. But this methodology is time consuming, resources oriented and cost intensive.

Hence, outbound traditional marketing might work well for corporates and well established firms but not for small businesses.

So here comes the inbound marketing, that is, attracting the target audience to our website and increasing relevant traffic. There are many ways for inbound strategies but SEO is still the king.

In today’s digital world, SEO is the most important factor to be considered for online businesses. Search engines serve millions of users per day, Organic SEO (Search Engine Optimisation) contributes to over 70 percent of the clicks as compared to paid clicks.

Once a website ranks for a particular keyword or content, it drives traffic and improves lead generation.

There are many search engines in the world like google, bing, yahoo, yandex, baidu etc. But google with a market share of 87% is the no.1 in the top search engines list.

So when we talk about search engine optimization, it’s definitely Google.

Understanding SEO as a definition

According to Wikipedia, SEO is “the process of affecting the visibility of a website or a web page in a search engine’s unpaid results.” Once a website is visible for a particular search query, it will increase web traffic and brand awareness to the potential audience.

How SEO is important to B2B companies?

Organic SEO (Search Engine Optimization) contributes to over 70 % of the clicks as compared to paid clicks.

More importantly, the first three organic search results get 60% of all traffic from a web search. Leads coming from a search have a 14.6% close rate, compared to just 1.7% from channels like print or direct mail advertising.

When 71% of B2B researchers start their research with a generic search, it’s hard to deny the fact that SEO is crucial.

So, B2B marketers must build a strong SEO strategy to enhance their brand reach to their potential target persona.

Why is SEO important in b2b lead generation?

Every day, people use Google to search around 5.4 billion searches. 78% of people use the web to research products and services before buying. In outbound marketing we target people without knowing whether they need our services or not.

SEO is magical, 80% of a website’s traffic begins with a search query. In search engines, people with immediate need or may be in future, surfs to find out vendors who could cater their needs.

Once a website ranks top for a particular keyword organically, it would create a positive brand feel to the users. Once a user clicks the link, a good website with Ui Ux design will attract the users and satisfy the customer’s expectation.

When a new user visits a website, the first impression is the best impression and lead them to the call to action.

This is why search engine optimization (SEO) is so important to generate potential leads for b2b businesses.

A good SEO strategy can increase sales

For any business, increasing profit and investment return will be the ultimate goal.

To get good results in search rankings, B2B companies must use proven SEO strategies and techniques. SEO strategy should comprise two things. One is a goal and another is an execution plan to achieve the goal.

Understanding the target persona of a particular business is a key factor in formulating a strategy. Only when we understand the target audience needs, we could be able to develop the content plan for the customers.

To create a profitable and cost-effective SEO strategy, a good SEO company will play a major role. But if an organisation has more resources and budget, then they can also set up a in-house digital marketing team.

Hence, search engine optimisation is always a good friend in generating sales leads with high return on investment (ROI).

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10 Impacts of AI on digital marketing: Case study insights

10 Impacts of AI on digital marketing: Case study insights

Artificial Intelligence is taking over the world. If you think it is going to let the digital marketing industry out, you are mistaken. Digital Marketing being an expertise that extensively revolves around data and analytics, Al could be transformational, to say the least.

1. Realtime tracking

Organizations can systematically track and analyze the digital behavior and communication of their target groups. Deep learning techniques and AI are the keys.

Predictive modeling, attributes comparison (to current and new customers), help in understanding the churn rate, and this real-time tracking and tech adaptation are what makes a business stand out from those of its competitors.

2. Accuracy

When Al systems are in use, predictions are sure to be of sharper clarity. Artificial Intelligence plays a major role in basic Digital Marketing tasks such as planning and conceiving of campaigns (Data and insights elicited from previous campaigns)

Al effectively minimizes the guesswork that is traditionally associated with marketing campaigns. As machine learning takes precedence over conventional analysis, the ever-improving AI algorithms are helping in making data-driven predictions that are much more precise than ever.

3. Automation (deploys text, chat, or messaging apps)

Customer service is one key component but also one which needs meticulous care in handling. The power of AI tools and analysis helps not only in tracking and responding but real-time action performance as well.

It understands the emotions lurking beneath choices that help the organization in providing content more personalized in nature. Automation also refers to the leverage of texts, chat, or messaging applications for enhanced futuristic services.

4. Security

The biometric technology that we have come to use in our daily lives now is a part of AI wonders. The contemporary data congregation and circulation have also maximized the ease of massive data analyzation, which has also led to improved acumens and quicker decision making. All this and more, with security as difficult to breach, as human ideologies.

5. Budget target optimization

Algorithmic budget planning helps in tracking where and when the resources go so you can allot accordingly. This is based on real-time insights.

Channels/sub-channels, Ad types, campaign types, categories of products, transaction volumes, attribution models that are getting more complex every day could be put to ease with techniques that incorporate artificial intelligence.

6. Ad management

Artificial Intelligence can very well handle ad management, but what about ad creation? Did you know, AI can very well generate news and articles on the report data and the like available ones?

Responsive search ads combine human creativity with machine learning to help deliver relevant, valuable ads. These maximize relevance and performance, drive more traffic, and help reap more from shopping campaigns.

AI scheduling software, Facebook, and Google ad platforms, and much more are the products of AI-enhanced tools that will change the way we currently pursue ad management.

7. Enhanced user experience

Did you know, 33% of the marketers surveyed used AI to provide personalized web experiences? 63% confirmed that it has increased conversion rates and improved the consumer’s experience (Insights of location, demographics, devices, interaction with the site are effective contributors).

AI can be used to automatically adapt UX based on user interactions in real-time. This is not only more efficient than traditional testing and optimization cycles but when customers have a better experience with your front-facing technology and the ease of navigation, they’re more likely to want further interactions with your brand.

8. Personalized product recommendation

Knowing your customers’ buying habits can help you craft a more effective marketing strategy. You can promote products that your customers may want to purchase and not just be scrolled away. Al strategies are far quicker than human comprehension and can empower engagement and sales scale.

9. Predictive analysis

Predictive analysis is just the use of data, statistical algorithms, and machine learning techniques to identify the probability of future conclusions based on data history. Transforming marketers from reactive to proactive planners, AI enables data-driven decision making.

Natural Language Processing, Customer Decision hub, Self-Service Advisor, AI-driven applications are mediums through which AI can power leaders inside customer-centric organizations, to achieve the goals of Personalization, better Customer Decisioning, improved Predictive Modelling.

10. Chatbots

Chatbots are virtual assistants plus much more. Chatbots are machines that communicate (more naturally) with humans via audio or text. They use machine learning and natural language processing to understand human intent better.

These are trainable and, over time, learn and improve communication with your target audience. They could be set to have structured or unstructured interactions based on logical or informal requirements respectively.

A proper understanding of the best ways to put these to efficient use can benefit in ways more than one in expanding your customer understanding.


AI is becoming part and parcel of human life and when it comes to digital marketing, the role AI plays in content generation and curation, email marketing, digital advertising, web designing, and much more cannot be left unseen.

Stay updated or be left behind, the choice is up to you to make!

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UI UX design hacks to convert website
traffic into leads

UI UX design hacks to convert website<br>traffic into leads

There are a variety of strategies and channels that can get your business noticed by your audience. But websites are ultimate among them in reaching the audience, generating leads and increase your business revenue. Let us look at the following factors which increase your business revenue from websites.

1st impression is the best impression

Research says that a user takes just a few seconds to decide whether to continue scrolling down a website and close the tab. So crafting a beautiful website is very much important to attract the users to the website and good UI design helps to reduce the website bounce rate.

A website represents the personality and attitude of the business and thus an attractive website creates a positive impact and credibility of an organisation.

A rich colour, meaningful graphics, good typography, user-friendly environment and professional photos can transform the website into UI(User Interaction) style websites.

Empathise your customer’s need and expectation

Next important aspect from a user’s view is the information he/she is looking out from the website. The average time people spend on any given website is only 15 seconds.

So the information or content must be placed in such a way that the audience should feel ease in accessing the information they are searching on the website.

Keeping the target users in mind when designing a website is the key in customer empathy. A good UX designer or agency understands the users, their needs from a business or organisation, their motives and designs the website as a solution to their pain points.

User Interactions

Once the user has got what he needs from a website, the next step is the communication of what the user wants and this we call it as “user interaction”. Interactions with customers keeps them engaged with the product or company and nowadays it can be done in a number of ways.

CTA (Call To Action) helps the audience to interact with the company and inquire about the product and services.

UX best practices promote improving the quality of the user’s interaction. Chatbots, Videos, Live Chat, Customer Form and FAQ which helps the audience to reach the website product and services.

Increasing Customer Experience & Credibility

In today’s digital world, many businesses have earned their credibility through their digital presence. Website plays a major factor as it acts as the face of the company. A business can communicate to their customers about their brand and gain credibility by creating a relationship with customers and earn positive feedback for your product and services.

In today’s world, loyalty is driven by customer experience much more than the actual product and a website with good customer experience can definitely accomplish that.

Finally, UX can increase your revenue

When implementing the above user experience design hacks, we can set a process in converting the traffic as leads.

First, the user is attracted with the good design feel of the website i.e. UI and decided to continue surfing it.

Second, with the good UX design, the user easily gets what he needs and third, makes call to actions to interact with the business which is obviously a LEAD.

And now you can understand the basic sales math, the more number leads increases the chances for converting them to customers by which one can increase the revenue.

To implement the above hacks you need a good team with knowledge, expertise and experience to work the magic of converting the traffic into leads. We at Two Stones, a digital transformation agency, have designed & developed websites for our clients and we can do the same for you as well 😉

Thanks for reading our blog & please share if you feel it’s worth a read!

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5 Things You Should Do To achieve Retargeting

5 Things You Should Do To achieve Retargeting

Retargeting: Back to basics

Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach 98% of users who don’t convert right away.

It’s that simple a concept.

But how does it work? Ever heard of cookies on the internet?

Retargeting is a cookie-based technology. Once enabled, it follows your potential customer over the web and understands the likes and interests of the person. The user then begins to see ads on screen that are relevant to their previous choices and possible futuristic ones.

Now when it is your brand ads that catch their attention, and they crave to visit again, you are almost there. When they finally reach the point of CTA on your site, there you go.

You have achieved retargeting in its simplest forms.

Types of Retargeting methods

There are various strategies, types, techniques, and methods to achieve the same.


With website retargeting, you can serve people ads based on actions they take on your website. Think about what pages they visit, the types of products they view, and whether they add items to their shopping cart.


The emails your customers open, the offers that excite them to check out, are all information that could later be elicited for retargeting.


This is an activity or history-based suggestion technique. Based on what was viewed or added in the cart, further options are displayed for them to consider.

Personalization of every ad impression served to your customers is what dynamic retargeting aims to deal with.

  • Mobile retargeting, Search retargeting, pixel-based retargeting, social retargeting, list-based retargeting, and onsite retargeting are a few more of such methods in retargeting.

5 hacks en route to great retargeting!

1. Identify your purpose

What is your end goal, is it to bring into picture new customers or work on the existing ones? Is it to bring brand royalty? Understanding this helps to choose if “freemium” products, add-ons, upselling, adding new values are what the hour seeks.

2. Funnel segmentation

When it comes to marketing, and retargeting, ‘one size fits all’ is a myth. Distinguished approaches are necessary now that the world has come to the personalisation of content the user sees on the screen.

Funnel segmentations help you create distinct ads for a different set of customers based on the category they belong to.

Top-of-the-funnel (TOFU): People who visit pages related to general information rather than your specific product.

Middle-of-the-funnel (MOFU): People who visit pages related to your product, but only at a considerable level.

Bottom-of-the-funnel (BOFU): People who visit pages related to your product that indicate they are at the decision-making stage.

3. Channel Cross work

The experiences of users change as per platform. Cross channel retargeting helps you resonate and have the desired impact concerning specific sites. By adjusting the content for various platforms will ensure you follow an integrated approach and break the monotony in the presentation.

Even amidst this, the key is to recognize where to focus and understanding which platform converts.

4. Facebook custom audience

A Custom Audience made from a customer list is a type of audience you can create to help build your reach. It’s made of information – called “identifiers” – that you’ve collected about your customers (such as email address, phone number, and address) and provided to Facebook.

The hashed information is matched with Facebook profiles so that you can advertise to your customers on Facebook, Instagram, and Audience Network. The more information you can provide, the better the match rate, so says Facebook.

It works over mobile and web and you can export leads, MQLs, SQLs, and opportunities, then update a personalized message to guide them towards the next stage in your funnel.

5. Zero-in on the needs of your buyer persona

Buyer personas are profiles of your ideal customer. A buyer persona can help classify your ideal target market who has a similar need or interest for your product/service. They help govern the best ways to interconnect with your target market, translate visitors into leads, and leads into customers.

Buyer personas help ensure that all actions involved in obtaining and serving your customers are custom-made to the targeted buyer’s needs.

Significance of retargeting

Ever wondered why retargeting is of high importance?

Retargeting allows brands to label visitors into interests and follow them while they do other things online, giving them a chance to pull visitors back to the website that wasn’t quite to the point of conversion.

Retargeting influences web site visitors in such a profound way that they are 70% more likely to convert. Also, to note, the return on investment (ROI) or return on effort (ROE) has proven to be pretty impressive.


A smart move of retargeting would be to combine it with other techniques of digital marketing rather than as a stand-alone idea. Keeping up with the technology and the trends it induces, one can very well make sure to stay on top of the game.

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