Nurturing leads may not be in an executive’s job description, but social media broadens the scope of what nurturing is, who can participate and how it is done. B2B prospects who feel a “high brand connection” to a supplier are 60% more likely to consider, purchase and even pay a premium than they are to suppliers with which they have “low brand connection.” In conjunction with content planning, marketing automation, paid advertising and phone calls, incorporate social more fully to create a deeper emotional connection with prospects for a true omni-channel approach to nurturing.
If you’re focused on maximizing ROI for your firm, and you have a team or vendor managing your paid search campaigns, you may not be optimizing ROI. That’s because many PPC firms miss a few techniques to make sure your Google AdWords programs are working as they should. Here a few they may be missing out on.
The evidence is in. While they are annoying, popups work. Study after study shows massive conversion rate increases with popups over the standard sidebar form. Increases of over 1,000% are common resulting in an explosion of popup makers and types of popups. These new configurations are less intrusive and can help your website become more interactive. So let’s take a look at the different types of popups available and which ones are appropriate in different situations.
If you’re like many B2B companies, your personas bear a heavy imprint from those who speak the loudest and with the greatest self-assurance within your organization. There’s nothing from those who really know what’s going on—your customers (and even prospects who walked away). Instead of helping you, they act as imposters who lead your content strategy astray. If you let them guide the way, you likely will fail to create content that attracts buyers and directs them step by step through the buying journey.
Adwords is about driving efficient and profitable leads and sales to your business. You should measure and optimize conversions consistently. That’s why we optimize bids and campaign settings all the time, besides testing keywords and ad text. By optimizing bids based on CPA, return on Ad Spend, and conversion data, we assure that your investments are being spent wisely. There’s much conversion data to track, and by having a conversion/offer strategy first, that sets the stage to a successful paid search campaign. Learn about Adwords conversion metrics.
Advancements in social communication and data collection are reshaping the consumer’s experience with B2B brands, and they also give brands the tools for learning how to enhance that experience. However, while marketing departments are adept at using social platforms like LinkedIn to disseminate information and collect data, statistics show that sales teams are getting short shrift when it comes to social training and sales enablement. The roles between sales and marketing may be blurring, but there is still much work to do. This article takes a look at the numbers and what we can learn from them.
A survey by Forbes reveals that most business executives do not have to obtain business information from the office or during formal hours. Actually, 90% of the executives gather information during business trips. 71% get the information when socializing with fellow executives and only 66% collect the information while in the office. More business executives are now comfortable making business purchases through their mobile phones. These statistics serve as a wake-up call to website marketers and developers to realize that creating mobile websites for their companies is a necessity.
Sometimes you may find that you may not be able to go to industry events; whether that is because of client conflicts, budgets, or other issues. I have three other ways to target trade show audiences with advertising that may be worth testing. Consider geo-fencing, promoted tweets with show hashtag targeting, and Facebook conference interest targeting.
Without an audience, your white paper has no hope of having an effect on anyone. The good news is that there is a myriad of ways to promote a white paper. This article summarizes 17 of the top methods for spreading the news about your white paper and ensuring it gets the attention it deserves.
Google recently announced some sizable changes to its AdWords program and the way they will display paid ad listings. Google started implementing the changes worldwide on February 19, 2016. The most notable change is the removal of the right-side ad column. We cannot predict the impact on SEO. Only time will tell. With only seven spots on any given search results page instead of 11, how will this impact the cost-per-click may and the importance of organic search positioning? Find out our view of the ever-changing SEO landscape.