- 27 Feb
B2B Exhibitors Devote Large Portions of Their Marketing Budgets to Events
from Marketing Charts
B2B events and exhibitions are important for marketers. They can help to satisfy a broad range of critical marketing goals. Events can help in identifying new customers. They can be used to reach sales leads and even for building awareness.
But Just Exactly How important are Events and Exhibitions to B2B Marketers?
To find understand the importance being placed on events, the Center for Exhibition Industry Research (CEIR) conducted a study. They wanted to determine exactly how influential exhibitions are to participants. And what they found was that the level of importance has increased. In fact, events are now considered the most valued tool in their marketing arsenal.
To see additional insights and to access the original report, read the full article, go to MarketingCharts.com
- 26 Feb
Mobile First Indexing: How to Prepare Your Business
by Chad Crowe
By now, there should be no argument. Smartphones have changed consumer habits. They have changed how we access the internet, how we read our email and even how we search for things online. The impact has been huge on so many levels. After all, it wasn’t that long ago that if you wanted to reach potential new customers online, your marketing campaign revolved around getting in front of people using their desktop computers.
Today, more than 50% of search engine queries happen on mobile devices.
In recognition of this, Google has announced that they are going to make the switch to mobile first indexing this year. They haven’t issued a specific timeline for complete mobile first indexing as of yet. At this point, they want to give businesses and developers time to get their mobile sites ready. However, Google has already started testing mobile first indexing with a small number of websites.
So, while there’s no need to panic. But, now is the time to be proactive. And to see how this will impact your business website and some initial steps you can take to make sure you don’t get lost in the transition, read the full article on ChiefMarketer.com
- 24 Feb
AdWords Event Tracking Made Easy: How to Track Custom Conversions
Custom event tracking is an amazing tool. It’s a way to quantify all those valuable actions taken on your website that regular, old, conversion tracking simply can’t capture. So, typically, conversion tracking takes place by trigger events such as when a “Thank You” page is accessed.
However, this is not the case when the action takes place on-page. As an example, someone does something on your page that you would like to track. But, that action takes place on a single page and no “Thank You” page is generated. And, that means that since there is no URL change, conversion tracking doesn’t take place.
This is where Custom Event Tracking comes into play . . .
Custom event tracking allows you to measure the results of an on-page action. It may be something as simple as a form fill-in. Or a light box opening. Or it may even be a product being added to a shopping cart. But by wrapping that action in a specific tracking code – upon completion – a conversion is recorded. And all without bringing your prospect to a new page. And, Voila! Your event is tracked.
So, to learn what the AdWords custom event tracker is and why it matters, read the full article at WordStream.com
- 23 Feb
How Emotional Marketing in B2B Drives Customers
by Tamar Weiss
In the world of marketing, there’s a perception that B2B marketing is serious and logical. Whereas, B2C marketing is fun and creative. And yet, the role that emotions play in both B2B and B2C marketing is strikingly similar.
“Most of us think of ourselves as thinking creatures that feel, but we are actually feeling creatures that think” – neuroanatomist Dr. Jill Bolte Taylor
To gain a clearer understanding of the concept, Tamara Weiss recently interviewed Jonathan Kahn. He is the co-founder and creative marketing hacker at creative agency JM Consulting. Additonally, she talked with Michal Zarankin, head of digital marketing at in-app engagement platform Insert.
In the interviews, they shared their thoughts on the role of emotions in B2B marketing. And, to read a few of those insights, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 22 Feb
Mapping Content to All Points in the Customer Journey
By all accounts, brands will more than double-down on their commitments to content marketing in 2018. According to recent reports, they will be accelerating the cadence of their content activities. They will be leveraging their blog posts, guides, ebooks, infographics, microsites and videos. All as a means of finding, converting and retaining more customers.
But with this increase in efforts, comes an increase in expectations.
And having the ability to map your content to all the points in your customer’s journey to purchase becomes even more important with rising expectations. Meeting the goals of increasing awareness, improving conversion rates, and accelerating the sales funnel requires data insights. And those insights need to inform. It is those data insights that can be used to align specific content to its influence at each stage of the customer journey, necessary to optimize the ROI and effectiveness of that content.
To see more, read the full article on Chief Marketer.
- 20 Feb
Your Google Rank Doesn’t Matter Anymore
Back five or six years ago, we had all the information we needed. It was there, all within Google Analytics, and you could get relatively accurate search volume estimates from within Google’s Keyword Tool. However, that changed. Google move to encrypted search. The tools and services we used to that point were rendered less and even ineffective in measuring the impact of organic search on a granular level.
Changes. . . All These Changes
Next was Google’s decision to move search volume estimate within their Keyword Planner tool to show estimates in broad ranges. These changes have forced marketers to adapt their search strategy. Now they need to focus less on individual keywords and shift to a topic-centric content strategy. This is especially true for content sitting at the top of the funnel.
Now, to find out if your Google Rank even matters now, and what you can do about it, read the full article at HubSpot.com
- 19 Feb
Which Demand Gen Channels and Tactics Are Working for B2B Marketers?
from Marketing Charts
Current data indicates that B2B marketers have greater demand gen budgets this year. But with those larger budgets come rising revenue expectations.
The Age-Old Question: Which Comes First, Conversions or Engagement?
According to a recent Demand Gen Report study [pdf download available], the current focus for B2B marketing is shifting away from quantity based metrics. Rather, most B2B marketers are now shifting to lead quality and conversions. That means for a majority of B2B marketers surveyed, email, search and websites are their first choices.
So, to see more of the data and to download a copy of the original report, read the full article at MarketingCharts.com
- 17 Feb
The 5 Commandments For a High Impact Social Media Presence
by Faye Ferris
Each second, there are over 61,000 searches made on Google. And there are 7,698 tweets, along with 794 Instagram posts. So how can you make sure you stand out in such a concentrated arena? It’s every person for themselves out there.
And if you don’t stay on top of it, you will get lost in the crowd.
Long gone are the days where posts showed up in chronological order. Now each social media platform has their own algorithms. And, for the most part, they largely remain a mystery to most of the people using their platforms.
The good news is that there are simple things you can do to make sure your posts stay at the top of the feed for as long as possible, so you get plenty of bang for your buck. To learn how with The 5 Commandments For a High Impact Social Media Presence, read the full article on Jeffbullas’s Blog.
- 16 Feb
Before Building Brand Awareness, You Need to Assess Brand Value. Here’s How to Do Both.
How your brand is perceived has a huge impact on its success. Strong brands instill confidence in investors, consumers, media outlets, employees, and even free-agent talent. All that confidence translates into steady growth and rising profits. And, on the other hand, brands perceived as weak, vulnerable, or broken will face problems.
Your Brand Matters
That means that your brand matters, independent of how much money is put into outreach and marketing campaigns. And you won’t get far without first knowing your brand’s current standing in the market.
To learn more about what to do Before Building Brand Awareness, and how to Assess Brand Value, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 15 Feb
Surprise! B2B Buyers Say They Want to Hear From Vendors Early in the Buying Process
from Marketing Charts
All those statistics about how much of the purchase journey is complete before a buyer connects with a vendor. We have all seem them, right? However, perhaps B2B vendors shouldn’t take them too much to heart.
Surprise! Surprise! Surprise!
Recent research [download page] from the RAIN Group Center for Sales Research finds that buyers prefer to hear from vendors earlier than later in the buying process. The report indicates that an overwhelming majority of byers said they want to hear from vendors when they’re looking for new ideas and possibilities to drive stronger results to improve their business.
To see more insights and to download the original report, read the full article at MarketingCharts.com.
- 14 Feb
How Mobile First Indexing Will Change SEO in 2018
by Zac Johnson
You’ve heard about it for months now, and it’s finally here: mobile-first indexing. Google has announced that it is investigating ways to roll out their mobile-first indexing strategies. This would put mobile devices at the forefront of the search criteria. So, in other words, if your website is not mobile-friendly or AMP capable, now is the time to get started making sure it becomes so as soon as possible.
Yea, We’ve Heard This Before
There have been other rollouts of mobile-friendly algorithms that Google announced. But while they emphasized the importance of mobile user interfaces and navigation, they were fairly limited in scope. But the mobile-first indexing aspect of Google’s search engine is the most critical factor to the success of website owners. That is because of how it determines whether people will be able to find your site in the future.
But what about SEO? Will it still be around this year and after? To find out, read the full article on Jeffbullas’s Blog.
- 13 Feb
It’s Official: More Than 75% of Video Viewing Will be on Mobile This Year
from eMarketer Newsroom
In 2018, 2.38 billion people will watch streaming or downloaded video content. This spans any and all devices. This, according to eMarketer’s first-ever global digital video forecast report.
It Has Truly Become a Mobile-First World
Mobile phones have become the entry point for internet access in many markets. And with that, it is also becoming the primary device for viewing video. From their recent study, eMarketer expects more than three-quarters of digital video viewers to use their mobile phones to watch digitally streamed content in this year.
To see more of the data and added insights, read the full article at the eMarketer Newsroom.
- 12 Feb
What Impact Does Google AMP Have On SEO? Here’s Everything You Need To Know
- Feb 12, 2018
- Dan Hoff
- Digital Marketing, Google, Search Engine Marketing, Search Engine Optimization, SEO, Website Conversion Strategies
Accelerated Mobile Pages (aka Google AMP), is an open source initiative backed by Google. It helps publishers design mobile-friendly pages that load instantly on mobile devices. And on February of 2016, Google officially integrated Accelerated Mobile Page results into its mobile search results.
This new algorithm has given priority to speed on mobile devices
The net result of this is that now marketers need to be acutely aware of the affects that Google AMP will have. And, they need to know how this is impacting their website, content and all the other areas of their marketing efforts.
The more you understand about the impact that AMP can have on your business the better
Speed appears to be an area that ranks high with users. And Google is looking to maximize this fact with the creation of AMP. However, there are key things that all marketers should be aware of that go well beyond this when it comes to Google AMP. And to learn what they are, read the full article at Jeffbullas’s Blog.
- 10 Feb
7 Killer Tips for More Effective Real Estate Facebook Ads
Real estate agents are keenly aware that in order to be successful, their skill-set can’t be limited to selling a property. In fact the ability to generate leads through captivating marketing campaigns is likely even more critical to achieving success in the competitive real estate industry.
How can you sell a house if you have no one to sell it to?
So, how do real estate agents capture new leads in today’s technologically advanced society? Facebook, of course! According to a recent study by Mediakix, the average person spends 35 minutes per day on Facebook. This can give you, the realtor, ample opportunity to get in front of the right people. Provided you do it with your killer Facebook ads.
Here are seven super-effective tips to ensure you capture that ready-to-purchase audience on Facebook at WordStream.com
- 09 Feb
New Performance Benchmarks for 10 Popular Email Campaign Types
Triggered email messages have repeatedly been shown to garner response rates higher than non-behavioral emails. But that doesn’t mean that you should expect all your Welcome campaigns to be read. Or to even reach the inbox, for that matter.
Here is a “Trigger Warning”
A new study from Return Path [download page] finds that it’s a different type of message that’s most likely to be read. It seems that it is post-purchase campaigns that lead in many of the metrics tracked by Return Path for its study. But, surprisingly, it is the post-purchase, follow up emails that even exceed the “Welcome” emails.
To arrive at its conclusions, Return Path analyzed more than 600,000 commercial email messages sent. It includede more than 1 million Microsoft, Google, Yahoo and AOL users. And, more than 3,000 commercial senders, between July 22 and November 29, 2017. To see the data, insights and to download the original report, read the full article at MarketingCharts.com
- 08 Feb
The Simple 6 Step Checklist for Analyzing Your Competition on the Web
- Feb 08, 2018
- Dan Hoff
- Marketing for Small Business, Marketing Strategies, Website Conversion Strategies
Let’s face it, competition is more intense than ever. And with so many successful players in internet marketing now, there is a growing importance of competitive marketing analysis. Competitive information has become more crucial than ever.
The cool thing is that calculating your competitors weaknesses is easier than ever on the web.
Healthy competition and rivalry has fast grown into an essential part of the fabric of success in the quickly-changing technology and marketing led businesses. After all, it is through this intense competition that the contemporary internet marketing practices changed. However, the competitive analysis strategies employed traditionally aren’t necessarily as effective today as they were before.
To learn how to adapt to this new paradigm, here is a Simple 6 Step Checklist for Analyzing Your Competition on the Web on Jeffbullas’s Blog.
- 07 Feb
Smartphones Reportedly Account For Half of Paid Search Clicks
This may not come as a surprise, but smartphones have grown to represent half of all paid search clicks during Q4 2017. This, according to Merkle’s latest quarterly Digital Marketing Report [download page], covering client activity. While smartphones passed that mark on Google a year earlier, they’ve yet to have the same impact on Yahoo and Bing, dragging down their cross-platform average.
Meanwhile, tablets’ influence in the paid search space continues to drop. In Q4, tablets accounted for just 8% of search ad clicks and an equal 8% of search ad spending. That’s down from close to one-fifth of clicks in early 2014.
To see all of the data and additional insights, read the full article at Marketing Charts
- 06 Feb
The Battle for Content Marketing: 8 Trojan Horse Tactics That Can Help You Win
by Linda Emma
Who doesn’t love a good story? Stories are ingrained into the essence of who we are as humans. Some 300,000 years ago our earliest ancestors had to share stories to survive. Food, shelter, predators, important all. But without the story, how could they have ever learned about any of them?
Then why is it so hard to get buy-in for content marketing?
If your client, CMO, or manager views content not so much as king but as bastard prince, it’s time to go to battle, breach some preconceived barrier walls, and prove content’s prowess. To learn eight tactical measures, inspired by the Trojan Horse of Greek mythology, that will help you do all that—and help content reign, read the full article at MarketingProfs.com
- 05 Feb
What Google’s New Ad Settings Mean for Your Remarketing Campaigns
by Allen Finn
Changes are coming fresh on the heels of Facebook announcing a major overhaul of how its News Feed delivers content to users. Google has decided to get in on the user experience party now. Per an announcement from Jon Krafcik, Google’s Group Product Manager of Data Privacy and Transparency, Facebook is changing things up. The search juggernaut is building on the “Mute this Ad” feature it rolled out in 2012.
Why? And how will this affect your remarketing campaigns?
In short, Google is giving prospects more ways to avoid our attempts at wooing them with remarketing ads. But how is this going to impact your business? Great question. Now, read the answers at WordStream.com