The Onlinification Pod

I took over hosting duties for this week's episode, which is something I'll have to get used to because Alexander will soon be on parental leave. That means Zooma is looking for a replacement - to find out more about this role, I spoke to Alex about what his work week looks like, the best part of his job, and the qualities a Zooma content creator should have. Enjoy! Don't forget to subscribe to th...

In this week's episode of The Onlinification Pod, we welcomed a fairly new Zoomer, Daniel Falk, as our guest.     Daniel has a huge amount of experience in online and digital, and he's especially sharp at search engine optimisation, or SEO. We had a good discussion in this episode, and Daniel gave plenty of tips to companies who want to make sure that they can actually get found on Googl...

Increasing the share of website traffic from organic search is essential if you want to reach new prospective customers and grow your business. However, using Google's algorithms to your advantage is tricky, and you're competing for those top-ranked positions with hundreds of other companies around the world. But with the topic cluster content strategy, you'll have a better chance of winning the t...

In this episode of The Onlinification Pod, we talk digital demos - that is to say, interactive digital experiences that we develop to help customers show the benefits of their highly complex and technical products. What makes a good digital demo, and why are they more important now, in the age of pandemics? Zooma's Ingrid Wallgren and Qarin Lövgren have the answers. Enjoy, and subscribe - either h...

Zooma's chief analyst Martin Ray joined Alexander in this week's episode, to talk about digital platforms. Here's the article Alexander mentions at 2:10: https://www.zooma.se/en/learn/digital-platform-how-to-choos-whats-best-for-your-company If you're a B2B company with an endless amount of digital tools at your fingertips, what should you prioritise? Martin had plenty of tips to share. Generally,...

In this episode, I chatted with Doug Bolton about the many challenges of content creation and how content producers at large in traditional B2B companies can increase the quality and quantity of their content. Enjoy! For many content creators at traditional B2B companies, producing enough content is often a challenge. High-quality knowledge content needs to be created with expert input and aimed d...

More and more traditional B2B companies are shifting from the traditional distribution structure and moving towards a B2C model, at least in some areas of their business. In this episode, me, Anders and Stellan talked about this trend, and how B2B companies need to be prepared for the very different customer expectations it creates. The B2C approach has worked well for a lot of B2B companies, espe...

The pace of digitalisation in business has increased since the pandemic started. But as usual, it's generally B2C companies that are leading the drive and developing the most interesting new ways of doing things. In this episode, I spoke with Stellan and Anders about why and how historically slow B2B companies can speed up a bit. Even now, as it appears like the worst of the pandemic is drawing to...

If you follow Anders Björklund on LinkedIn, you'll know that he regularly posts some short thoughts on the state of online and digital. In this episode, we chatted about these thoughts - we discussed what the idea is behind them, what the reaction has been, and expanded a bit more on some of them. Enjoy! As you might expect, we discussed the effects of the pandemic in this episode. Many B2B compan...

We've been working with HubSpot for almost 10 years - so we thought it was about time for a podcast episode about our favourite platform. I spoke to Anders and Stellan about what HubSpot is, what its strengths are for companies looking to get onlinified, and how it's evolved during the time we've been using it. As we get into in the episode, HubSpot's big strength is its ease of use. You don't rea...

In this podcast, we've talked about B2B decision-makers a lot - what they prioritise, what trends they're affected by, and how marketers can reach them. But who are these people, and what are the factors that influence their decisions? That was the topic of conversation for this episode. Enjoy, and don't forget to subscribe! Either here, or on zooma.se/en/learn/podcast

It's been around six months since we re-launched The Onlinification Pod. During that time we've produced a new episode every week, started creating video episodes, and discovered new ways to re-purpose our podcast content. But there's plenty of other new lessons we've learned - so if you're considering starting a podcast at your company, take a listen to this one. Enjoy! And don't forget to subscr...

Technically, this episode is about why your company should have a page on its website where people can buy your products and services. We do discuss that, but we also got sidetracked into a fairly long segment about the origins of some Swedish sayings - so if you're on your summer holidays and aren't feeling up for too much business talk, this is the episode for you. Enjoy! And don't forget to sub...

2021 is now half over – but on a lighter note, The Onlinification Pod just turned six months old! In this episode, we look back at what's happened over the last half-year – after the pandemic year of 2020, what has changed in the world of online and digital, and what do we think the rest of the year has in store? At Zooma, we're always experimenting with new ways of doing things – in fact, this po...

Finally, it's here! We've finally spoken about our favourite topic on the pod! If Zooma had a motto, it would be this: "Get all your contact data on one contact card". Why? Because it makes everything better - your business, your daily work, and your customer service. In this episode, we discuss how to go about gathering all your contacts' information in one place. Is it just about getting the sys...

In this week's episode of The Onlinification Pod, I sat down with Carl Wåhlander, art director here at Zooma, to talk design - we discussed how to think about brand design, why feedback is so important in the design process, and how everyone is secretly a creative. Enjoy! If you liked this episode, make sure to subscribe. You can subscribe here, or on zooma.se - that way, you'll get an email alert...

We're back with the second half of our LinkedIn episode - in this part, Alex and Anders focus a bit more on LinkedIn company pages, and what your company needs to do in order to actually use LinkedIn to its full potential. As usual, relevance and value are key factors. Don't forget to subscribe to The Onlinification Pod - you can either do so here, or on zooma.se - https://www.zooma.se/en/learn/po...

A high conversion rate is the goal that every onlinified and digitalised company aims for. But it's often a problematic metric to change, and even if you do manage to move the needle, it can be tricky to find out which of your activities was responsible. In this episode, me, Anders, and Stellan share our thoughts on the topic - I hope you enjoy it. As always, if you enjoyed the podcast, make sure...

In this episode, we did a bit of roleplay - I asked Anders and Stellan to put themselves in the shoes of decision-makers at large B2B companies, and got their opinions on some of the most common concepts and buzzwords in the world of online and digital. Paid social, AI, voice search, personalisation, chatbots... the list of hot topics and buzzwords in online and digital only gets longer as time go...

In this episode, me, Stellan and Anders discuss gated and ungated content. Gating your content - meaning to only make it available to users who have handed over some information, maybe by filling out a form with their email address - allows you to grow your contact list and nurture relevant, engaged leads. But if you gate too much, you risk losing trust and making life harder for your reader. So h...

This episode is our first two-parter! It could have easily become a Joe Rogan-esque 4-hour episode, but we decided to be reasonable and split it up into two 20-minute episodes instead. But why? Because we're talking about LinkedIn! At Zooma, we're big believers in LinkedIn. Although many users have mixed feelings about it, it's hard to deny that it's a fantastic platform for reaching an engaged, r...

Customer performance indicators, or CPIs, are essential metrics you should be tracking if you really care about customer satisfaction. Many companies claim to care, but too often, they're still hindered by inside-out thinking. In this episode, we discussed how to fix this with well-defined CPIs. Here's a link to the article Alex mentions at 00:40 - https://www.zooma.se/en/learn/customer-satisfacti...

In this episode, Alex, Anders and Stellan discuss that trickiest of topics — what makes a truly great brand, and how can you create one? Or how much is it even possible to control how your brand develops? Successful branding can turn your product and solution into a household name. But coming up with an actual definition of a brand isn't always easy. People would usually point to advertisements or...

Aligning marketing and sales is the holy grail for many B2B companies - think what you could achieve if you had both of these teams working together to share information, provide updates on leads and customers and create a seamless customer experience! Unfortunately, these two elements of the business are often cut off from each other, and the people who suffer most are your customers and potentia...

Knowledge content - it's the most valuable content you can produce, but so few companies actually do it. In this episode, Alex, Ander and Stellan discuss our definition of knowledge content, why it's vital for a company's image, and how much time you need to devote to it if you want to win online. Happy listening, and don't forget to subscribe - either on Soundcloud, Spotify, or on zooma.se/en/lea...