As the marketing and digital landscape continually keep evolving, it is necessary for every business to keep up with the changes. If you don’t, you are sure to be left behind in the rat race. It doesn’t matter whether you are a B2C business or a B2B one, you need to step up your game. Unfortunately, though, B2B marketing is not as simple as B2C marketing. Not only are their sales cycles longer and more complicated but winning over the trust of decision makers is quite difficult. And in most cases, there are multiple players involved in the entire process. That being said, you can certainly win over your target audiences with one basic trick - be personal and be human. And there are a variety of strategies that can help you do just that. Here are seven ways of upgrading your B2B marketing strategy that helps you win over your potential customers with ease. 1. Live Videos A study by Livestream found that 80% of people prefer watching live videos more than reading blog … [Read more...] about 7 Ways to Upgrade Your B2B Marketing Strategy
With the advent of digital marketing, especially search engine optimization, brands have felt increasing pressure to blur the lines between ethical and unethical marketing strategies. At the same time, social media has given consumers a much bigger stage upon which to stand and voice their displeasure at brands they find wanting. The answer to the question, “What’s driving your business?” is relatively straightforward. What drives every business is the need to make a profit. What’s not so straightforward is an answer to the question, “What is the ethical framework of your profit-driven marketing strategy?” This tension between morality and making a profit is as old as the proverbial snake oil salesman. In traditional forms of advertising, we can usually make the distinction between ethical and unethical marketing. If the promotion lies, conceals vital information or deceives the unsophisticated buyer, the advertiser can be called to account. On this … [Read more...] about Ethics in Online Marketing: Does Brand Morality Matter?
International Women’s Day is March 8th, so it seemed like the perfect time to recognize some of the fantastic females around the world who are making things happen in the marketing space. Looking for women I’d want to include led me to tons of blogs, social channels, and brands. The good news is, there are tons of people to include, but the challenge is—there are tons to wade through! There are a number of other lists out there, so to make this list a bit different, I did a couple of things: First, I tried to remove anyone that I had already seen on multiple “who to follow” lists. Not because they’re not awesome, but because chances are, you’re already following them, so this is an opportunity to find some new faces. Second, while I am including most Twitter handles in the list, not all of the women on this list are necessarily avid Twitter users. I extend my definition of “follow” to mean that you should check out their blogs, … [Read more...] about 50 Women Marketers to Follow
The big problem with RLSA Customer Match is that in order for it to really have an impact on volume and performance, you need to have a very large customer list. To be specific, leveraging RLSA with Customer Match is only worth the effort if you have a list of customers larger than 50,000. So let’s say you do have that size database. How do you actually use RLSA with Customer Match to make the most of your re-engagement efforts? It all starts with segmentation. We’ll go into how to do that, then explain why creating a campaign for each segment is important (TL;DR: it allows you to customize messaging and landing pages). Segment your audience The first step is to smartly segment out your customer list. There are a couple of ways to do so: Use Average Order Value: Segmenting out audiences by high AOV, mid AOV, and low AOV helps determine which audiences tend to purchase our more expensive, luxury/premium type products and those who go after the cheaper items. Use … [Read more...] about RLSA and Customer Match: using smart segmentation for big wins
How have the events of 2016 affected your advertising spend? Take our 10-minute survey to benchmark your performance against competitors – and enter our prize draw to win an iPad mini. With the huge range of different marketing channels available to marketers today, it’s more critical than ever to have a marketing strategy that covers a variety of different channels. A 2013 study by Multichannel Merchant and Neustar found that 35% of companies already market on multiple channels, and a further 27% had plans to implement a multi-channel strategy in the near future. Among the customer touchpoints that the study’s respondents considered most critical to their organisation were search engines, cited by 61% of marketers; mobile, cited by 54% of marketers; and social media, cited by 53% of marketers. 2016 has been full of developments that will have a huge impact on the way that marketers approach these channels in 2017 and beyond. So as we close out the year, what are some … [Read more...] about Three major developments that will shape multi-channel marketing in 2017
Now that 2015 is in full swing, many business owners are trying to dive into the trenches and do whatever they can to boost their local visibility. So far, the leading question of the year has centered on site content. Since the Pigeon Update‘s shift toward more “traditional web ranking factors” in determining local search rankings, website content has become more important than ever for local businesses trying to gain visibility in search. In fact, according to Moz’s 2014 Local Search Ranking Factors, it’s currently the most important piece of the Local SEO puzzle. Business owners know that content is important, but they keep asking for specifics. So, I figured this month would be a perfect opportunity to share the same strategy we share with our own clients. You Can’t Just Post For Posting’s Sake You’ve got a blog, you know you need to post content, you know you need to be unique, and you know you have to be relevant in your local area. … [Read more...] about Make Your Blog A Local Destination & Win At Local Search
Chances are you didn’t win this past Friday’s $190 million Mega Millions drawing or Saturday’s $600 million Powerball jackpot. However, the great news is that if you’re an SEM account manager, you can still try your luck at winning the AdWords Jackpot! What’s An AdWords Jackpot? An AdWords Jackpot happens when all of the paid search ads for a search query are the same or are pretty similar. In this case, of course, having an ad that’s like all the rest is not a winning hand. Here are a few examples of hitting the AdWords Jackpot: You’ve probably come across many AdWords Jackpots in the past, particularly when searching on queries that trigger product listing ads, like this: Of course, the reason I call this “hitting the AdWords Jackpot” is because it’s just like hitting a row of lucky 7’s when playing the slots in Vegas – and because there are valuable optimization opportunities to be had here! Any SEM … [Read more...] about Didn’t Win The Powerball Or Mega Millions Jackpot? Try Your Luck At The AdWords Jackpot!
If you’ve noticed things shifting in Google’s SERPs, you’re not seeing things. This week, Google has been increasing the frequency of its paid search listings, showing up to four ads above desktop search results, and simultaneously removing the ads on the right-hand side. Read on to learn what it’s going to mean to your PPC and SEO campaigns. Google has been testing four ads above the organic results for years, though only for a small subset of searches. Now, a greater number of searches — specifically “highly commercial queries” — are likely to serve four ads. The impact of seeing four ads above the search results is yet to be seen. As I see it, there are positives and negatives in this move. Why Is This Good? According to analysis across all iProspect UK clients, ads in the banner positions receive 14X the click-through rate of the same ad on the same keyword on the right-hand side. This is partly a selection bias (ads with a better CTR … [Read more...] about What Google’s New Layout Means For Search Marketers
Spread out across all of the articles and discussions online, I’ve read more than a bit of speculation. So, I decided to get together with the product management team behind expanded text ads to definitively answer some of the most common questions. 1. Does anything bad happen if I wait until the last possible moment to upgrade? You’re not directly penalized or anything like that. However, I wouldn’t recommend sitting on your hands. Think about how long you’ve been honing your standard text ads — probably years, right? Early adopters of ETAs have generally said that iterating on successful ads is crucial. The earlier you adopt, the earlier you start learning things. 2. How do ETAs interact in the auction, especially with standard text ads still running? Nothing about the AdWords auction has fundamentally changed. Each ad receives specific, auction-time quality ratings, and that quality rating is combined with your bid and the expected impact of your ad … [Read more...] about Thirteen things marketers want to know about expanded text ads, direct from Google
SEO and digital marketing are incredibly complicated, and the digital landscape is in constant evolution and flux. New platforms. New competitors. The new world of marketing has evolved, yet processes for managing and adapting to change have not always kept pace. There is much to learn here from the worlds of manufacturing and software development. New project management strategies have evolved that have revolutionized these industries. We hear very little about these approaches in the world of marketing, even though they are well suited to the ever-changing landscape of SEO and digital marketing. At the core of these approaches is a burning desire to inspect and adapt, to eliminate waste and to strive for constant improvement. This is coupled with an agile approach, which leads to improvements in speed, reductions in costs and improved results. In this article, I discuss Scrum, the project management strategy we use at my company to manage client projects and improve our internal … [Read more...] about Using agile project management for SEO & digital marketing