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Top B2B Lead Generation Strategies of 2022

A/B testing and keeping records

Before we start, ask yourself this. What lead generation strategies are you using or have you used? Are they/ did they work? Are/did you keep track of your results and data?

No matter what form of lead generation you do, it is highly recommended that you do some form of A/B testing and keep track of your results. With that data you can make more educated decisions on where to spend your time and money.

Lead generation strategies and sales funnel

When planning out your sales funnel, there are 3 steps you need to consider and strategize for.

1. Top of the funnel: Awareness. Your goal here is to build brand awareness and get as many interested parties to your website as possible. There are many ways of going about generating traffic such as:

Content marketing: Content marketing is a broad term which covers everything to do with creating content (blogs, videos, posts, podcasts, etc.). Your main goal should be to engage with your target audience and gain recognition/awareness. Once you’ve gained traction with this method you can start using your various platforms to educate your leads/prospects about your products/services and build brand loyalty.

Social Media Marketing (SMM): Platforms like LinkedIn, Facebook, Instagram, Twitter, YouTube, etc. are all great platforms to grow and learn about your audience. Posting original content, engaging with your target audience (#hashtags, other peoples posts) and keeping tabs on your competition are all things you should be doing.

Social network ads are also quite good at narrowing down specific buyer profiles. If you’d like your ad to show to someone from age 35-65, in the USA, that likes to fish, you can set up your campaign to do so.

Search Engine Marketing (SEM): Also known as keyword marketing, is a form of paid marketing that focuses on a person’s search intent on engines like Google or Bing. An example of this may be bidding on the keywords “Seafood wholesaler”. When a person searches for that term, your ad will pop up and may result in them visiting your website.

Search Engine Optimization (SEO): The non-paid version of SEM, SEO focuses on having your website rank organically for keywords on Google. There are many nuances behind ensuring your website performs well organically such as choosing/using the right keywords, ensuring your website is fast and making it mobile friendly.

Lead Generation Strategies

2. Middle of the funnel: Consideration and Capture. Once your leads have learned about your brand, and visited your website, you need to capitalize on this by collecting their contact information, their reason of interest, and nurturing them further.

Email capture: There are many ways you can go about capturing someone contact information. Examples of this may be through a newsletter (sign up to get updates), a sign up incentive (sign up now to get 10% off) or a content wall (sign up to view more).

Landing pages: Landing pages can be used in a variety of different circumstances, but each different landing page typically has one specific goal. Driving the visitor to perform a single action. By creating multiple landing pages and using them based on how the visitor got your website, you can further reinforce your messaging to them.

Tailored content: An expansion off of content marketing, tailored content focuses on providing more relevant content to each of your buyer personas. By now you would have a decent sized audience that you can survey and learn more about. Find out what they want, and give it to them the way they want it.

Remarketing: Essentially this is showing ads (Google) to people who have already been to your site and are familiar with your brand. The point of remarketing is to keep your brand on their mind so that they are more likely to convert to customers.

Appointment Booking: This may be obvious, but you should make it as easy as possible for a lead to book a meeting with you. Whether it be a button, a form, or simply giving them your contact information, make sure that there is as little resistance as possible for your customer to reach you. There are many apps like Calendly that can help manage this process.

3. Bottom of the funnel: Conversion. Now that you have gathered their contact information and learned a bit more about the lead, its time to pass it over to your sales team to close the deal.

If you require help with feeding your sales funnel, our team of experts can help plan and execute the lead generation strategies mentioned above.

Top lead generation tools for the seafood industry 2022

COVID-19 has impacted the seafood industry in more ways than one. Many businesses have adapted to the circumstances and have found ways to continue doing business without travel and tradeshows. Here are some great lead generation tools to help support your sales and marketing efforts.

Directories and Lead Lists:

Trademodo’s Directory: Looking for new buyers or suppliers? We have over 10,000 businesses listed on our interactive directory. You can search for businesses by what they do and what they sell in a specific location (IE: Salmon supplier <in> Canada). Connect with them on our website, or through the contact information on their business profiles. Free to use and free to add your business.

The Seafood Marketplace by Seafax: This is a large online magazine with thousands of business listings from SeaFax’s database. As one of the leading providers of seafood business information, you can be assured the company information here is accurate. Free to sign up and view.

Seafood Expo’s Exhibitor Lists ( NA / Global ): Unable to attend this years expo? Missed a few stalls while walking around the exhibit? Rest assured as Diversified Communications listed all the expo’s exhibitor information on their website.

Marine Stewardship Council (MSC) directory: Looking for a new MSC supplier? Their online directory lists every company certified under the MSC label. Filter by location, species, activity or name.

Aquaculture Stewardship Council (ASC) directory: Looking for a new ASC supplier? Their online directory lists every company certified under the ASC label. Search by species, location or name.

Sea-Ex and Trade-Seafood websites: Although not the prettiest and user-friendly websites in the world, they both have many businesses listed on their directory.

Lead generation tools

Online Tools:

ZoomInfo: Looking for a specific persons contact information? Well, ZoomInfo is one of the leading platforms for gathering company information. The data is constantly being updated through their software so you can be confident in its accuracy. That being said, they are quite pricey costing hundreds a month.

HubSpot: Just calling Hubspot a CRM platform would be doing it a disservice. They have evolved into an industry leading all-in-one software that can help you get and keep more customers.

SEMRUSH: SEMRUSH is the industry leading SEO research tool. Research keywords, competitors, content marketing, advertising, social media and more. The software can get pricey but the information is priceless when used properly.

Unbounce: Unbounce is a online integrated landing page builder that help you optimize your conversions with its proprietary AI technology. Easily put together custom landing pages to convert as many leads as possible.

What lead generation tools are your business using? Which ones have been the most effective? Our team can help you get the most out of your sales and marketing efforts.

10 free ways to increase web traffic for B2B websites in 2022

If you’re looking to generate more visitors to your B2B website, and your current strategy is focused on paid ad campaigns or social media, then you need to keep reading. A Trademodo survey of B2B seafood companies revealed that many website owners:

  1. Only have a website because new customers expect them to have one
  2. Don’t have a website that is set up to drive sales
  3. Lack a strategy for increasing web traffic that isn’t just based on paid ads or social media

The common theme is that many B2B websites are set up to just provide basic information, rather than specifically driving sales. Furthermore, many believe that visitors will just show up to your website. We’re here to tell you that you have to give them a reason to come, and then make them do it. Here’s 10 free ways to increase traffic to your site that you may not have previously considered.

#1 Content offers

Keep new and existing customers coming back to your site by putting useful content, resources, or tools on your website. This strategy is often referred to as a lead magnet when it requires your customer to input their contact information prior to gaining access. One example for seafood suppliers or wholesalers, is to include a weekly price or inventory list. You might also consider whitepapers, product guides (color, trim, seasonality, etc.), checklists, how-to guides, and more. For more on content offers, click here.

#2 Email lists

Leverage your existing contacts by creating a list of emails, and keep adding to that list. You can use content offers to gather new emails, or simply create a form for your customers to receive updates and special offers by email. Do note that you will need to follow anti-spam rules and regulations depending on the country your customer is in. For more on email marketing, click here.

#3 Website analysis tools

Website analysis tools can give you info on your visitors or where your site needs improvement. Information about your current audience, such as which countries they are from, can help you focus and refine your approach. Fixing technical and performance related issues can also give you a boost on search engines. The best place to get started is with Google Analytics and Google Search Console. Note that you will need to follow their instructions to prove domain ownership.

#4 SEO

Search engine optimization (SEO) is a great way to generate organic traffic from people using search engines like Google. On page SEO refers to using focus keywords to tell Google what your page is about and when it should show up on a potential visitor’s Google search. Technical SEO refers to the structure of your website and how it relates to performance, indexing, and crawlability. Click the following for more on on-page SEO and technical SEO.

#5 Topic expertise

Showing Google you are an expert on a topic helps you rank higher for relevant organic searches. To do this, you will need to create a series of articles that extensively cover a topic and are focused around a pillar page. Let’s say you’re a tuna supplier, you would want to create a longer pillar article about everything you need to know on tuna. You would then create a series of articles that point to this longer pillar article with headlines like: what you need to know about grading tuna, tuna catch and seasonality, what you need to know about mercury levels in tuna, and more. For more on pillar pages, click here.

Backlinks are when links on one website take you to a page on another website. Websites with higher domain authority that link to and reference your site helps tell search engines your site is credible and drive referral traffic. For more on building backlinks, click here.

#7 Directories and local SEO

Create business profiles on free directories or local search platforms like Google or seafood industry sites like the Trademodo directory. These websites typically have higher domain authorities, so having your information and a backlink from them to your website will give you an SEO boost as well as referral traffic. It’s important to make sure that your company name, address, and phone number is the same across your website, social media, and these pages.

#8 QR codes

QR (quick response) codes allow anyone with a smartphone to interact with the information by downloading an app, accessing a website or document, and more. These codes can be printed out and stuck onto your product packaging. Your customers can then scan the code for access to product information, your website, and more. For more on QR code generators, click here.

#9 Guest posts

Guest posting, or guest blogging, is when you publish your content on another website. Sharing your content on a more established website or one with a different target audience is a great way for you to receive referral traffic and establish your reputation as an industry expert. For more on guest posts, click here, or if you’re interested in guest posting on Trademodo, contact us at Do note that some websites charge for guest posting opportunities.

#10 Media Coverage and Public Relations

If something interesting is going on with your company, chances are the media might want to write about it. In our experience, many primary producers like aquaculture farms operate in remote locations where local news outlets are happy to cover stories about their small communities. This is a great way to have a third party validate your company or share your story to a new group of readers. For more on putting together a public relations (PR) strategy, click here.

Click the following link if you’re interested in talking to an expert on B2B marketing for seafood supply chain companies.

How much do B2B websites cost in 2022

Having an online presence for your business in 2022 can skyrocket your bottom line and push your seafood company to the top of the food chain as a go-to supplier or service provider. If you’re still not convinced, here’s 10 reasons why your company needs a website or keep reading to understand the cost of B2B websites.

Understandably, not every business owner is also a website designer. This is why our team at Trademodo is here to help you understand the costs of doing it yourself versus hiring a professional web developer. Here are your three options for building a website and the average upfront and ongoing costs in USD associated with them. You can skip to each section by clicking on the options below:

  1. Build it yourself using a website builder – $80-170 upfront, plus $15-110 per month
  2. Build it yourself using WordPress – $170-650 upfront, plus $120–650 yearly ongoing charges
  3. Hire a professional – $3,000-10,000 upfront, plus $500-3,600 yearly ongoing charges

Before we go into more detail about each option, there are a few things you will need for your seafood supply chain website.

Domain name: $1-1,000+ per year, on average around $10-20 per yearsome hosting providers offer free domain names

A domain name is the website name and address you choose to represent your company online. 

For example, is currently priced at $5.98 per year at Namecheap, and you can keep that domain name for the duration you have paid or for as long as you keep renewing it.

The first step to selecting your own domain is to perform a free search for different variations of your company or trade name until you find a domain name that suits your preferences. You will also select a common extension, such as .com, .inc, or .org to avoid confusing your visitors or if your desired choice is not available. Do note that desirable and easy to remember domain names often come with higher price tags. The most expensive domain name sold privately for $345 million in 2007.

Website hosting: $30-180+ per year, on average $2.50-15+ per month for shared hosting or $85-750+ per month for dedicated hosting

Your website name (or domain name) needs a place to exist and be made available for the world to see. This is where you select a website hosting provider.  Depending on how much information you plan to have on your website, how many features, and how many visitors you are expecting, the cost can vary. 

There are two kinds of hosting: shared hosting and dedicated hosting. Shared hosting is when multiple companies share a web server while dedicated hosting customers secure their own. Most small seafood supply company websites will not need dedicated hosting and can get along very well with shared hosting. 

Click here for more info on the differences between shared vs. dedicated hosting.

SSL certificate: $5-1000+ per year, on average $70-150 per yeardepends on what type of SSL certificate

You may have noticed that web addresses (URLs) often begin with either HTTPS or HTTP by default. These letters refer to the system that communicates information between the website and your internet browser. Purchasing a SSL certificate allows you to obtain the S, which stands for secure, and use HTTPS in the front of your URL. Having a secure website improves the searchability of your website on Google, tells your visitors that this is a trusted website, and keeps your customers’ data safe.

The cost of SSL certificates vary depending on which type of SSL you decide to purchase. For your standard business website, we always recommend paying a little extra for security. If you don’t have e-commerce capabilities on your site you can purchase a domain validation (DV) or an organization validation (OV) certificate for around between $70 and $150 per year.

Click here for more info on the different types of SSL certificates.

#1 Cost of building a website using a website builder – $80-170 upfront, plus $15-110 per month

  • Domain name – $10-20 per year
  • Website hosting – $0 included with website builder subscription
  • SSL certificate – $70-150 per year
  • Website builder subscription – $12-50+ per month
  • Optional apps – $3-60+ per month

Website builders offer a free or monthly subscription based service that can help anyone with little to no technical ability get a website up and running quickly and inexpensively without additional help. The free plans come with many limitations, which is why we recommend opting for a paid plan with decent features. 

Using a low cost website builder does come with serious pitfalls, they perform poorly and rank badly on search engines, which is why we do not recommend them for your B2B company. If your budget is limited, and you’re not afraid to get your hands dirty, here’s what we recommend and what they cost.

  • Wix – starting at $13 per month
  • Squarespace – starting at $12 per month

#2 Cost of building a website yourself using WordPress – $170-650 upfront, plus $120–650 yearly ongoing charges

  • Domain name – $10-20 per year
  • Website hosting – $30-180 per year
  • SSL certificate – $70-150 per year
  • WordPress subscription – $0+ often included with website hosting
  • Premium plugins – $0-50+ per year depending on which features you want
  • Premium themes – $50+ upfront and more if you need yearly theme support
  • Security – $0-200+ per year
  • Professional help – $50-180+ per hour

Building a website using WordPress gives you the flexibility to build and manage a website yourself and bring in a professional if you need it. We highly recommend WordPress for B2B companies and professionals that want a fully customizable and high performance website. In fact, some of the biggest brands in the world use WordPress to build their sites. 

It is completely possible to build a WordPress site on your own, however you will need to have moderate technical abilities and have a lot of time on your hands. In our experience, many people will start a WordPress site on their own, only to realize they are not happy with something or do not have the time to continue building it. They will then bring on a professional that may charge $50-180 per hour or simply have the site completely rebuilt. 

#3 Cost of hiring a professional – $3,000-10,000 upfront, plus $500-3,600 yearly ongoing

  • Upfront cost – $3,000-10,000+ for a standard B2B website
  • Ongoing cost – $500-3,600 per year, depends on how many updates you need

Hiring a professional comes with a higher initial investment, but it will save you time and effort. Depending on your needs, a typical B2B supply chain company website will cost between $3,000-10,000 upfront and an additional $500-3,600 in yearly ongoing charges. Complex websites that have many features, integrations, and needs can cost up to $115,000 with an additional $15,000 in ongoing yearly maintenance or more.

Creating a well designed website for your seafood supply chain company will take time and effort. Here at Trademodo, we specialize in creating and establishing digital footprints for B2B seafood supply chain companies. Click on the link if you’re ready to speak with an expert, for a free estimate for your B2B company

The best marketing blogs to follow in 2022

You’re looking for insight into growing your B2B company online, but you don’t know which of the thousands of websites about the latest digital marketing trends and strategies are worth following. You don’t have time to figure out which one is the most reliable, and you certainly can’t read them all, so where should you start?

Our team at Trademodo has put together a list of reliable marketing websites that create content you should actually read. Their articles are relevant to most B2B companies, however our focus has always been to help seafood supply chain companies with going digital. Keep reading for our top 10:

Top 10 best marketing blogs 2022

1. HubSpot

If you haven’t heard of HubSpot, you will quickly see why it’s considered the gold standard for many digital marketers. They boast a thorough library of resources and tools, like their marketing plan generator, as well as articles covering marketing, sales, services, and websites. If you have more time on your hands, you might consider enrolling in HubSpot Academy’s free online courses for marketing and more. In our humble opinion, this is the best place to go for both beginners and intermediate digital marketers looking to grow their B2B businesses.

Estimated monthly visits (SEMrush): 10.3 million

Recommended content:

2. Moz

Moz has been a leading publisher of digital marketing and SEO advice, research, how-tos, and insights for over a decade. It is an essential resource for anyone interested in SEO, and very well known for their articles, like Beginner’s guide to SEO, and their Whiteboard Friday videos. Moz also features a free SEO Learning Center for beginners.  We highly recommend Moz for their SEO expertise, and because of their experimental and do-it-ourselves approach.

Estimated monthly visits (SEMrush): 2.3 million

Recommended content:

3. Neil Patel

Neil Patel is a marketing entrepreneur known for the Neil Patel blog, the kissmetrics tool, and the Quick Sprout blog. If you follow Neil Patel, you can expect to gain access to a wealth of digital marketing resources, guides, and tools. He covers a wide variety of marketing topics in his articles, and even touches on his entrepreneurial journey like when he wrote about purchasing kissmetrics. B2B marketers should follow his blog for general marketing insight, as well as answers to common questions and the results of useful experiments.

Estimated monthly visits (SEMrush): 1.2 million

Recommended content:

4. Content Marketing Institute

The Content Marketing Institute (CMI) is focused on advancing the practice of content marketing through online education and in-person and digital events. They are a leader in the content marketing space as they leverage their large network of contributors to publish thought leading articles that companies and marketing professionals trust. When it comes to creating content, we recommend B2B marketers of all abilities to start here.

Estimated monthly visits (SEMrush): 221,000

Recommended content:

5. eMarketer

eMarketer is one of the best resources for obtaining insights and trends based on data. Companies and marketing professionals rely on them for their detailed reports, forecasts, performance metrics, charts and more. We highly recommend using their statistics and infographics to make informed B2B marketing decisions. The applications of their data can be used for more than just marketing, but also to inform your business’s general strategy.

Estimated monthly visitors (SEMrush): 297,000

Recommended content:

6. Wordstream

Wordstream has an award winning blog for improving your digital marketing efforts, as well as a number of useful tools like the Google Ads performance grader. They have been experts in digital marketing for the last decade, and are offering free access to their expertise through the PPC University. We recommend following Wordstream to improve your basic knowledge, as well as staying up to date to current strategies that can better inform your B2B marketing strategies. 

Estimated monthly visitors (SEMrush): 902,000

Recommended content:

7. Backlinko

Backlinko offers internationally recognized SEO advice trusted by brands like Disney, Forbes, Amazon, IBM, and more. They have fantastic articles and a newsletter all focused on helping you become an expert in SEO.  Although some of their content requires a free email subscription to access, we believe it’s completely worth it for B2B marketers of all levels.

Estimated monthly visitors (SEMrush): 870,000

Recommended content:

8. G2’s Learn Hub

G2’s Learn Hub is a leading resource for design, marketing, productivity, sales, tech, and other topics. G2 is able to leverage data collected from over 1.5 million published reviews on over 100,000 software products and professional services. Although G2’s primary focus is to help businesses choose the right software and services, you can still expect to see plenty of valuable marketing content like infographics, guides, and other insightful articles.

Estimated monthly visitors (SEMrush): 721,000

Recommended content:

9. Google Ads & Commerce

Google Ads & Commerce is Google’s official blog about news, tips and updates for Google Ads

and commerce products. If you plan to use, or are already using, Google Ads then you definitely want to be listening to any insights provided by Google themselves. They typically publish articles less frequently, but whenever they do you can be sure that the information will be valuable. 

Estimated monthly visitors (SEMrush): 326,000

Recommended content:

10. Semrush Blog

The Semrush blog is an SEO focused blog that offers insight into a variety of topics that also include advanced SEO, paid advertising, content marketing, general marketing, news, and research. In addition to hosting events, webinars, and podcasts, Semrush also features a marketing SaaS platform used by professional marketing agencies around the world. You can be sure that many of their articles will be informed by the data gathered from their many professional marketing clients. We recommend Semrush for advanced B2B marketers, but they do also feature a number of resources suitable for beginners too.

Estimated monthly visitors (SEMrush): 424,000

Recommended content:


Although we’ve helped you shorten the list of marketing blogs to go through, there is still far too much content to go through. We recommend you start by checking out a few of the blogs and focusing on the ones that have information related to the specific digital marketing goals you’re trying to achieve.

For more professional help from a team that’s dedicated to seafood supply chain companies, click here.

Why it’s finally time to get a B2B website in 2022

If your B2B company made it to 2022 without a website, you’re not alone. In 2021, Trademodo surveyed 130,000 businesses throughout the seafood supply chain and concluded that over 85% of B2B companies operate without a website. When asked why, the most common responses were:

  1. There’s no need for a website – We’re too busy to pursue unqualified leads
  2. It’s expensive – It’s not worth the investment
  3. Lack of knowledge – Owning a website is too complicated

There’s no denying that you’ve survived and even thrived without a website, but here are 10 reasons why it’s finally time to get a website in 2022:

Reason #1: Missed opportunities

A study conducted by Google found that 89% of B2B researchers use the internet during the B2B research process. This means that every time a potential customer goes online and doesn’t find your company, that business goes to your competitors. Since 85% of B2B companies are still operating without a website as of 2021, you have the opportunity to become the leading online competitor that gets considered everytime a B2B buyer goes online.

If you benefit from word of mouth referrals, another point to consider is that a lead is much more likely to become a customer if they have also been pointed to a website. This is especially true when you consider that the typical B2B buying process can be influenced by up to six to ten decision makers. It’s also much easier for key information to be repeatedly accessed through a website than through word of mouth alone.

Reason #2: Customers expect it

Shaking hands and exchanging business cards is no longer enough to convince a customer of your professionalism. Today, seafood trade businesses go above and beyond to attend tradeshows and host events just to make an impression on customers. Your website is the digital equivalent of a business card, brochure, exhibition booth, and so much more.

Not having a website in 2022 is like having a store without any signage indicating which business occupies that space. With 4.9 billion active internet users, it’s more than likely that any potential customer of yours ends up assuming your company either doesn’t exist or that you’re not serious about earning their business if they can’t find you online.

Reason #3: Credibility and first impression

First impressions matter, and a study concluded that websites have 50 milliseconds to make a good first impression on a visitor. This is why having a professionally designed B2B website that is user friendly and mobile responsive can show customers that you’re someone they want to do business with. In fact, 56% of people won’t trust a business without a website and 84% agree that a website makes a business more credible

When it comes to referrals, 57% of people say they won’t recommend a business with a poorly designed mobile site

The conclusion is that people will make referrals that reflect well on them, and will be much more likely to engage with a company they can trust. If they don’t know you yet, your website is the perfect opportunity to show a customer that they can trust you.

Reason #4: Great return on investment (ROI)

The average small business spends $2,000 to $10,000 USD, plus hosting and maintenance, to build a website. At Trademodo a B2B website costs even less as we’re waiving up front development fees with a one year commitment to our premium hosting and support, if you are a seafood supply chain company. With minimal set up costs and premium hosting for less than $300 a month, having a website costs less than it does to attend a tradeshow or install a sign on your building.

So how does this make you more money? A professionally designed B2B website that has optimized keywords can gain traffic from visitors using search engines for free, just like if a customer saw your company’s sign and walked into your building. When it comes to paid advertising, there’s a reason why digital advertising now makes up more than 60% of all money spent on ads. It’s because of how measurable the results are, and the return on investments (ROI) of over 200%.

Reason #5: Level playing field against competitors

Search engines and paid online advertising gives your company an opportunity to compete on a level playing field against your competitors. Search engines, like Google, rank your websites based on factors like relevance, content quality, usability, and context. This means you compete based on the quality and relevance of your site, and not the size of your company or how much revenue you generate. When it comes to paid advertising, the same opportunities for advertising are available to all businesses. In a pay-per-click (PPC) scenario you will often find yourself bidding for inexpensive keywords that cost an average of $2.69 per click.

Reason #6: Save time and expand reachability

Websites are accessible 24/7 and can provide answers to basic and repetitive questions that your receptionist or operator might be tired of answering. You can easily provide customers with answers to general inquiries like your preferred contact information and location, answers to frequently asked questions, and access to commonly requested files and documents.

Another great way to save time is to automate certain processes. It’s easy to create a form on your website where you can direct people to fill out new customer forms or credit application forms. You can also automate parts of your sales process like scheduling appointments, providing product or service information, and getting customers to subscribe to newsletters or recurring price lists. 

Reason #7: Online store and Direct to Consumer opportunities

Websites set up for billing and e-commerce plugins have made it possible for over 2 billion people to purchase goods or services online. Creating customized features is a straightforward process that can give you the opportunity to showcase your products or services alongside brochures, videos, and tutorials. From there you can create automated billing and checkout processes that allow your customers the option of having a completely contact free experience.

Reason #8: Control the narrative

Since 84% of people trust online reviews, bad reviews and rumors can have a drastic impact on a customer’s perception of your brand. Thankfully, a website can help set things straight by communicating your message vision clearly to prospective customers. You can combat all that negativity by using positive testimonials, case studies, awards, and accolades.

Reason #9: Social media is not enough

Social media can be a great tool for engaging followers and growing influence, however it’s not a replacement for a website if you are a B2B company. Social media platforms are often limited in their functionality and do a terrible job at housing information. 

Having a website also allows you to direct and consolidate traffic from social media to your website. More importantly an advertisement on a single social media platform is often temporary, while that same advertisement pointing to a website gives your customer the ability to return to your website in the future. 

Reason #10: The right time is now

A Trademodo study showed that there are over 40 million monthly searches directly related to specific seafood products. With 85% of your competitors still operating without a website in 2022, you have an incredible opportunity to be the leader by creating your B2B website now.

One important caveat is the role time plays in search engine ranking. It can take months for a search engine to acknowledge your website’s existence, and when ranking similar quality websites, the oldest sites are always favored.

Heard enough?

If you’re ready to talk to someone who specializes in websites for B2B seafood supply chain companies, click here.

How to optimize marketing return on investment (ROI) in 2022

Top Sources for B2B Leads 2021

From processors to wholesale distributors, B2B companies engage in numerous marketing activities to generate sales leads for their products and services. A recent B2B study revealed that the top sources for sales and marketing leads from 2019 to 2021 were:

  • Referrals – 73% (2019) to 65% (2021)
  • Tradeshows and Events – 46% (2019) to 30% (2021)
  • Email Marketing – 33% (2019) to 38% (2021)
  • Website Search Engine Optimization (SEO) – 28% (2019) to 33% (2021)
  • Social Media – 24% (2019) to 33% (2021)
  • Website Search Engine Marketing – 19% (2019) to 21% (2021)
  • Other (cold calls, traveling sales, etc.) – 9% (2019) to 13% (2021)
  • Print Advertising – 8% (2019) to 8% (2021)
  • Public Relations – 7% (2019) to 17% (2021)
  • Telemarketing – 6% (2019) to 6% (2021)
  • Direct Mail – 4% (2019) to 5% (2021)

The takeaway for B2B companies, such as the ones in the seafood supply chain, is that global events like COVID-19 are changing the way suppliers and service providers engage with their buyers. Sales leads obtained from online marketing channels are growing, while leads from traditional channels like tradeshows and events are declining by as much as 16%. To determine which marketing activities are performing the best, it’s important to compare the costs and benefits of your investment.

Return on Investment (ROI) – How do you figure out which marketing activity is making the best use of your investment in both time and money?

Figuring out which B2B marketing channel is the best starts with establishing a baseline to compare each activity. Return on Investment (ROI) is a measure of calculating how much of a return, or profit, you are making in comparison to your investment. The formula is as follows:

ROI = (Return – Investment) / Investment

ROI = (Return – Investment) / Investment 

The formula calculates how much money you make after subtracting the cost of your investment, and then dividing by the cost of your investment in order to get a ratio. ROI is often multiplied by 100% to get a rate so it is easier to understand.

Calculating ROI

Return refers to the value of your sales generated by a specific marketing activity, while investment refers to the cost of your time and expenses. So if you paid $4500 for online ads and spent 10 hours setting up the ad campaign with an hourly rate of $50, the cost of your investment is $5000 ($4500 + $50 x 10 hours). 

Let’s say the campaign brought you a total of 45 sales with an average transaction value of $5000. That’s $225,000 in revenue, which translates to $45,000 in profit (return) if your gross margin is 20%.

The calculation for ROI is as follows:

ROI = ($45,000 – $5000) / ($5000)

ROI = 8

You can multiply ROI by 100% to get a percentage, which means that in this scenario there has been a 800% (8 x 100%) return on an investment of $5000. The calculation for ROI can become increasingly more complicated once you start factoring other variables into your estimates for profit (return) and investment.

Comparing Different Marketing Activities Using ROI

The following example can be used to guide your calculation, however your actual variables for investment and revenue will likely be different.

Tradeshows and Events

For Tradeshows and Events, it’s important to factor in the full cost of attendance and the overhead associated with preparing for the event all the way to making the sale.


Sample calculation assuming you have a a team of 5 people and one booth:

Display – design and creation (~$1500)

Print Ads – sales brochures, business cards, handouts, etc. (~$1000)

Overhead – employee wages for planning, preparation,  etc. (~$2500)

Event – tickets for admission, booth, after hour parties (~$5000)

Event Overhead – employee wages, travel, accommodations, per diem (daily allowances), etc. (~$6000)

Sales Overhead – employee wages to qualify, sell, follow up, and close sales with leads, etc. ($2500)

Total: ~$18,500


If you obtain 20 good sales leads, and end up making 5 sales with an average price of $10,000. That’s $50,000 of sales.

ROI: ($50,000 – $18,500) / $18,500 x 100%

ROI = 170%


By calculating ROIs for different marketing and sales generating activities, we can compare different ROIs to see which activities are making the most efficient use of your marketing investment. In the two previous example calculations, we have a ROI of 800% for online ads, and a ROI of 170% for tradeshows and events. This means that you’re looking at an 8 times return on your investment as opposed to 1.7 times. Another way to think about it is that if you put $1.00 into online ads, you can expect to get $8.00 back, versus $1.00 into a tradeshow which will give you $1.70 back.

Need professional help?

If you’re ready to talk to someone, contact our team that specializes in digital marketing for B2B seafood supply chain companies.

3rd International Conference on Aquaculture and Marine Biology 2022

Aquaculture Conference runs with the theme “New Advancements in Aquaculture & Marine Biology

The get-together gives the overall field to worldwide scientists to voice their investigation revelations to the world. With operators from all the significant nations in participation, the atmosphere is stimulating with the open and agreeable relationship between members. Marine Biology Conference 2022 unites an International blend of specialists like academicians, researchers, and business experts, the overall population, momentum, and imminent fish ranchers to share data and thoughts regarding the improvement of aquaculture and sea life science. Participants will find out around a few points important to aquaculture and sea life science, and get some answers concerning the ebb and flow aquaculture hardware and items by perusing the ongoing Exhibition.

Everybody with an enthusiasm for aquaculture, sea life science, including imminent producers, specialists, educators, understudies or organization people with employments identified with aquaculture and sea life science can go to the gathering. Sealife Biology Congress is additionally appropriate to people who offer merchandise or administrations to the aquaculture and sea life science industry.

For the agenda, view here.

For more information, please visit the official website.

VICTAM and Animal Health and Nutrition Asia 2022

VICTAM Asia will join forces with Health & Nutrition Asia at the Impact Exhibition Center in Bangkok Thailand on September 7 – 9, 2022. VICTAM ASIA is firmly established as the event dedicated to the animal feed processing industry within Asia. Co-located with VICTAM Asia 2022 is VIV Health & Nutrition, making this the total animal feed and health event organized by VICATM Corp and VIV worldwide.  VICTAM Asia and VIV Health & Nutrition is also home to GRAPAS Asiathe event for grain, rice and flour milling technology. You can read more about about their 2018 event here.

See the official press release.

For more information, please visit the official websites and

Japanese amberjack species guide 2022


Market name: Japanese amberjack
Scientific name: Seriola quinqueradiata
Common names: Amberjack, Hamachi, Kanpachi, Japanese Amberjack, Japanese Yellowtail, Buri Amberjack

German name: Japanische Bernsteinmakrele
French name: sériole du Japon
Italian name: Ricciola giapponese
Spanish name: Medregal japonés

Chinese name:
Japanese name: 鰤, ブリ(buri)
Korean name: 일본 호박
Hindi name: जापानी एम्बरजैक

Regions: Northwest Pacific Ocean (Japan), Western Central Pacific Ocean, Japan, Korea, Hawaii

HS Code: WCO

Sustainability scores: Oceanwise, Seafood Watch


The Japanese amberjack or yellowtail, Seriola quinqueradiata, is a species of jack fish in the family Carangidae. It is native to the northwest Pacific Ocean, from Korea to Hawaii.

It is greatly appreciated in Japan, where it is called hamachi or buri (鰤). These fish are eaten either cooked or raw, and are a seasonal favourite in the colder months when the meat has a higher fat content. Amberjack is typically thought of as a winter delicacy of Toyama and the Hokuriku region. Although it is frequently listed on menus as “yellowtail tuna”, it is a fish of an entirely different family, the Carangidae, rather than the family Scombridae that includes tunas, mackerels, and bonitos.

Some of the fish consumed are caught wild, but a substantial amount is farmed (about 120,000 tonnes per year). To populate the pens, every May, workers fish for the small wild fry (called mojako), which can be found under floating seaweed. They scoop out the seaweed together with the mojako and put the mojako in cages in the sea.

The small fry grow until they reach 10 to 50 grams in mass; the fry are called inada in eastern Japan (Kantō). They are then sold to aquaculturists, who grow them until they reach 3 kilograms (youth) called hamachi, or 5 kilograms (adult) called buri. These days, most aquaculturists use extruded pellets to feed the fish.

Appearance and features

Body elongated, somewhat compressed, and without scutes on lateral line. Dorso-posterior corner of maxillary angular. Pectoral fin almost same length as pelvic fin. Body with longitudinal yellow stripe. Bears two free spines in front of the anal fin. Anal fin is shorter than the weak dorsal fin, whereas the short spines of the first dorsal fin are not free, but interconnected by a membrane. Fast swimming pelagic carnivorous fish, feeding by day on smaller fish, such as mackerels, horse-mackerels, sardines and squids.


Japanese amberjack culture has a long history, having begun in 1927 in the Kagawa prefecture of Japan when wild caught juvenile amberjacks were first reared in shore enclosures. Over time, this type of culture became obsolete, due to problems related to poor water quality and excessive waste accumulation within the system. Commercial production of Japanese amberjack began in the 1940s, and production began to expand rapidly in the 1960s, exceeding 43 000 tonnes by 1970. By 1995 it had reached a peak of nearly 170 000 tonnes but ranged between 139 000 and 162 000 between 1996 and 2003; no further growth trend is apparent. However, it is important to note that fish farmers have been able to maintain total production level at these significant levels despite a fall in the number of wild caught juveniles (mojako).

Japanese amberjack features in the fisheries of the Western Central Pacific Ocean, from Japan and the eastern Korean Peninsular to the Hawaiian Islands but its farming occurs mostly in Japan, the Republic of Korea being the only other country reporting production to FAO. In Japan this species is the most cultured fish, its meat being relished as sashimi. The aquaculture production of Seriola quinqueradiata constituted about 57 percent of the total farmed marine finfish production in Japan in 2003.

Habitat and biology

Japanese amberjack is endemic to Japan and adjacent areas. It spawns along the 200 m contour in the East China Sea; juveniles migrate north to near Hokkaido, feeding for three to five years until reaching sexual maturity; then they migrate south for spawning. Adults of 70-80 cm SL approach the western coast of Kochi prefecture, Japan in March-April. From season to season, various sizes can be caught in different parts of Japan; therefore, special names are given to them in different regions. The common name of Japanese amberjacks varies with size. In Japan, those that are <50 g are called mojako, those between that and 5 000 g named hamachi, and those >5 000 g termed buri. This species is highly piscivorous species and, in the fisheries, reaches a maximum size of 150 cm TL and 40 kg. In nature, it feeds on microorganisms and small fishes while drifting north with the seaweed. Small mojako (4 to 5 mm) stay under or inside floating seaweed; larger fish (0.5 to 2 cm) swim below the surface. After reaching a size of 10 to 14 cm, they disperse from the floating seaweed and swim towards the shore. The optimum rearing water temperature for Japanese amberjack is 20-29 ºC and the optimum salinity is 30-36‰.

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