- 05 Feb
10 Great B2B Lead Generation Strategy Ideas
- Feb 05, 2020
- Dan Hoff
- B2B Marketing, Content Marketing, Lead Generation
by Lisa Smith
According to research from the Content Marketing Institute, 85% of B2B marketers say lead generation is a top priority for their content marketing. But, by that same token, 44% rate their lead generation of their content marketing efforts as lacking effectiveness.
There’s More Than One Arrow in Your Quiver
That’s not to say content marketing isn’t a valuable tactic. It is. However, it’s certainly not the only one at B2B marketers’ disposal. There are a number of additional tactics that can be leveraged.
In this article from WordStream.com, Lisa Smith takes a look at 10 B2B lead generation strategies. She takes a look at the realitive value of content marketing, LinkedIn, Google Ads, Facebook Ads and more. Then she goes on to explains how you can add these to your marketing plan and make sure your hard work and effort is effective.
Read the full article at WordStream.com
- 08 Nov
Where do Buyers Research Products? [New Report from HubSpot]
- Nov 08, 2019
- Dan Hoff
- Conversion Strategies, Generational Marketing, Social Media Marketing
by Pamela Bump
The burning question of the day: Where is it that people do their research when they are considering a purchase? The time was, people perused print ads. Or they saw a promotional flyer. But the times, they are a changing. Or, at least they have changed and significantly. And if brands don’t keep pace with these changes, they loose opportunities to be in consideration of the final purchase.
If Ya’ Snooze if Ya’ Loose . . .
One big shift was noted in 2018 when it was discovered that 40% of people used social media channels for aspects of product research. And younger generations today are getting more and more connected to social media platforms. So, that means that the amount of product research done on these platforms is likely to grow. In fact, 16 to 24-year-olds already conduct product research more on social than search engines.
By now, you might be on all the major social media platforms. But, as they expand and evolve, you might still wonder which you should focus your time and efforts on if you’re selling a physical product. To determine this, it can be helpful to find out which social channels your specific audience is using to look for products, and then create social strategies that meet them where they are on their preferred platforms.
To learn more about the social networks people prefer to surf for product research, see the poll data and read the full article on the HubSpot Blog
- 05 Sep
The Complicated Relationship Between Social Media and SEO
- Sep 05, 2019
- Dan Hoff
- Content Marketing, Lead Generation, Social Media
by Kipp Bodnar
Inbound marketing is in the middle of an interesting evolution. While search has traditionally been a major source of traffic and leads for businesses leveraging online marketing, that is changing. Now, with the growth of social networks, social media marketing is becoming even more important.
But, Which is More Important?
The answer? Both can be key to your strategy. They both can, and should, work together. But the key to understanding how and why they need to work together is to think about the problem both search and social solve. They both offer information discovery. And, leveraging both strategies will give you more chances for audiences to discover your brand.
As a marketer, how can you integrate your efforts across both platforms? To find out and to learn how to apply this to your unique business environment, read the full article at the HubSpot Blog
- 26 Aug
Conversion Rate Benchmarks Report: How Do YOUR Conversion Rate Compare?
by Connor Bond
Here’s a bit of wisdom for you. Impressions and clicks don’t keep the lights on. If that were the case, everyone would be running a successful small business.
You Can’t Manage What You Don’t Measure
Whether you’re in lead gen, or managing your business’s online accounts, it means keeping tracking of a bunch of different metrics. You may already try to keep track of your progress. You may even go so far as to use search impression share to judge how well you’re performing. But, measuring your click-through and conversion rates are about the only way to really determine how compelling your ad copy, content or offer really is.
And one way to measure your success is to compare with industry standards and peer performance. It is the one measuer that allows you to benchmark how your conversion rates compare. And each year, WordStream creates a guide with the goal to provide the essential conversion rate benchmarks you need. And this year is no exception. To see the report and to measure how your results compare, read the full article at WordStream.com
- 28 Jun
5 Strategies to Target Your B2B Audience Online
- Jun 28, 2019
- Dan Hoff
- B2B Marketing, Conversion Strategies, Digital Marketing
B2B audiences aren’t always extremely easy to find, but they’re out there just as often as B2C audiences are. We marketers just have to look a bit harder for them. And that means that B2B advertising has a unique challenge in digital marketing.
If you sell a product like socks or toilet paper, you know nearly everyone on the planet uses them, or we all hope they do. So your audience is everywhere. That’s the case for many B2C offerings. The target audience feels like they’re all over the place.
For B2B, That Feeling – and the reality – Isn’t Even Close to the Same
So what gives? Do we just take our ball and go home? Of course not! And that’s because your users are also all over the web, just like B2C audiences. The only difference: We have to work harder to find the proper targeting options. So what can we do? To find out, read the full article at WordStream.com
- 08 Jun
Bing PPC Ads: How They Work and How It Compares to Google Ads
- Jun 08, 2019
- Dan Hoff
- Bing, Google, Pay-Per-Click, Search Engine Marketing
For most of us in marketing, when we talk about Pay-Per-Click, we usuall think of Google. Alternatives to the search giant are either not considered or relegated to a minor role. But, Bing, the search engine is powered by Microsoft, strives to outdo Google at every turn. And it has some value that we may not have considered before.
Bing, Working to be The Giant Killer
It’s an ambitious goal. But, there is one place where Bing differentiates itself is through its Pay Per Click ads or PPC. While Google Ads offers a popular PPC feature, Bing’s has unique advantages that distinguish itself from the search engine giant. And, if you’re the cost-conscious owner of a small- to medium-sized business, you may be more interested in Bing’s PPC benefits than Google’s.
To find out why and to see a break down how Bing PPC ads work, as well as how they compare to Google Ads, read the full article at HubSpot.com
- 28 Jan
6 Often Overlooked Optimizations to Increase Your PPC Conversion Rate
- Jan 28, 2019
- Dan Hoff
- Conversion Strategies, Digital Marketing, Pay-Per-Click Strategies
by Athena Pham
For most, we all know that in the paid search world, you learn by testing. You test your CTAs, your ad copy, your images. You test your headlines, your placements, and even your keywords.
And with all that testing, it’s easy to begin to think you’ve tried, well, everything to improve performance and increase conversion rates. But, don’t worry, you really haven’t.
Whether you’re a business owner trying to grow your business, an account manager looking for new strategies, or a PPC specialist exploring tricks to have powerful campaigns, there are six often-overlooked optimizations that can increase your PPC conversion rate. See them all at WordStream.com
- 17 Jan
Why Consumers Click on Paid-Search Ads
- Jan 17, 2019
- Dan Hoff
- B2C Marketing, Paid Search, Search Engine Marketing
by Ayaz Nanji
Wouldn’t it be great if we could figure out why people tend to click on certain ads? Now, that would be a worthwhile set of insights. It could even let us begin to mold our ads to more accurately match buyer preferences.
Well, as it turns out, there was recently a limited consumer study conducted by Clutch. They looked into that very question. The report [download available] was only based upon a survey of 506 people. They focused on people who clicked on at least one online search ad in the past month.
Now, while this is a small number, there are some extremely valuable insights within the study. For one, consumers say the main reasons they click on paid-search ads are that the units directly answer their search queries. They also say that they responded to ads that mention familiar brands.
To see more of the data, charts and insights, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. A Free MarkeitngProfs Registration may be required to read the full article.
- 13 Nov
Which Google Ads Network Is Right for Me? A Pocket Guide
- Nov 13, 2018
- Dan Hoff
- Google, Google AdWords, Lead Generation
Search. Display. Shopping. YouTube. Each Google Ads network represents unique value. You know your niche, the makeup of your business, and what you want out of your campaigns. But you’re working with a finite budget, and you want to maximize the return on every ad dollar you spend. So, the million-dollar question remains. Which network should your ads live? Or better yet, how do you allocate funds across these networks to maximize ROI? Is PPC just a giant game of Bingo?
Short answer: kind of. But it doesn’t have to be frustrating.
Especially if you’re on a budget—which, on some level, everyone is—choosing the right Google Ads network for you can feel a little like buying a car. You want to leave the lot with a vehicle that, over time, offers the most valuable return. Leave with the wrong vehicle—or, in the case of the advertiser, spend your budget in a network that doesn’t allow you to meet or exceed your campaign objectives—and you’re stuck with an asset you’ll want to lose as soon as possible. In either case, it can feel like there’s little room for error.
So, to give you a big of guidance, WordStream came up with a complete pocket guide to choosing the Google Ads network that works best for you. And to get a quick look at how they shake out, read the full article at WordStream.com
- 13 Oct
5 Ways to Increase Your Mobile Conversion Rate
- Oct 13, 2018
- Dan Hoff
- Google AdWords, Mobile Marketing, Pay-Per-Click, PPC, PPC Strategies
by Brad Smith
Even though mobile traffic surpassed desktop traffic way back in 2016, many advertisers are still treating their campaigns with a desktop approach. They optimize their campaigns, ad groups, and landing pages for desktop first. Thinking that then they can start to bring in mobile traffic on the side.
But, that simply doesn’t work anymore
Now, it seems that mobile users have vastly different behavior than desktop searchers. Using the same strategy across devices isn’t viable. And in support of this idea, recently WordStream released some new data on average mobile ad conversion rates. And the data revealed that the conversion rates vary widely based on what kind of ad we’re looking at. So, that means that you can’t even generalize across all mobile ads; the type of ad you’re using makes a big difference too.
Today’s PPC marketers need to optimize for mobile users and improve the conversion experience on smaller devices. Here are five tips to maximize conversions on your mobile-targeted search ads starting today on WordStream.com
- 08 Aug
How to Do Keyword Research for SEO: A Beginner’s Guide
- Aug 08, 2018
- Google, Search Engine Marketing, SEO
by Rachel Leist
Google always manages to keep us on our toes with all the algorithm updates they keep rollin’ out. But, one thing has stayed pretty consistent for inbound marketers looking to optimize their websites for search: keyword research.
Yep, the need to do keyword research has stayed the same. But, how you actually do it hasn’t. With all of the changes Google has thrown at us and the added techniques and tools that came with those changes means that finding those golden ticket keywords has changed as well.
So, if you are wondering How to Research Keywords for Your SEO Strategy, then read the full article at HubSpot.com
- 16 Jul
Google Responsive Search Ads: 13 Facts & Best Practices You Need to Know
- Jul 16, 2018
- Dan Hoff
- Google, Google AdWords, Paid Search Marketing
by Mark Irvine
Google never disappoints at their annual Google Marketing Live event. And this year was no exception. Among the many new ad features and tools they announced, one in particular stuck out as a real potential game-changer – Responsive Search Ads.
Google Newest, Largest, Most Flexible Search Ad Format
Responsive Search Ads are potentially the most revolutionary change coming to your search campaigns since 2016, when Google first released Expanded Search Ads.
So, what exactly is changing? Here are 13 things advertisers need to know about Responsive Search Ads at WordStream.com