SEM versus SEO – Armorthane Marketing http://armorthanemarketing.com/ Sat, 19 Jun 2021 12:14:20 +0000 en-US hourly 1 https://wordpress.org/?v=5.7.2 https://armorthanemarketing.com/wp-content/uploads/2021/05/cropped-icon-32x32.png SEM versus SEO – Armorthane Marketing http://armorthanemarketing.com/ 32 32 How SMEs can build a marketing machine https://armorthanemarketing.com/how-smes-can-build-a-marketing-machine/ https://armorthanemarketing.com/how-smes-can-build-a-marketing-machine/#respond Thu, 03 Jun 2021 01:05:08 +0000 https://armorthanemarketing.com/how-smes-can-build-a-marketing-machine/ Outsourced marketing can provide structure, automation, flexibility and room for growth for SMEs. Shane Fugazy is Vice President of Sales and Strategic Partnerships at Innovative Business Solutions. Shane oversees Innovative’s sales teams and is responsible for business development, strategic relationships and partner experience. Shane spent over a decade at Comcast Business before joining Innovative to […]]]>


Outsourced marketing can provide structure, automation, flexibility and room for growth for SMEs.

Shane Fugazy is Vice President of Sales and Strategic Partnerships at Innovative Business Solutions.

Shane oversees Innovative’s sales teams and is responsible for business development, strategic relationships and partner experience. Shane spent over a decade at Comcast Business before joining Innovative to help solve telecommunications challenges from an agent’s perspective. In this article in our SME Marketing Blog Series, Shane shares his thoughts on building a marketing machine in an SME.

Tell us a bit about your marketing team. Do you have a dedicated staff?

We currently use outsourced staff. For about five years we have been using an outsourced marketing company. They were able to help us define our brand and give us brand recognition in the market. What we’ve recognized this year is that it’s time to bring the marketing resources in-house as well as outsourced. We supplemented our outsourced marketing with internal resources, but taking sales resources and turning them into marketing agents. And that’s just not the right way to do it.

Our vision is to have a member of our team as a Marketing Director, and we have an open request for a Marketing Associate. Where we find that we are most successful, quite frankly, is in managing the day-to-day in-house execution marketing tasks like newsletter and content creation.

We will continue to leverage the outsourced company for vision and strategy and execute this internally. Our best ideas come when Jed Kenzy, one of our Managing Partners and Founder, collaborates with our marketing firm. Together, they are brilliant marketers.

For other partners reading this and thinking of an outsourced marketing team versus an in-house team, where do you think the tipping point was when it was time to change?

I would say it depends on the growth and size of the organization. We have added nine new people since the start of COVID-19. In years past, we didn’t have enough work to hire a dedicated resource. Quite frankly, we’ve lost some resources because of this in the past. We would hire someone and we just wouldn’t have enough work for them. No one wants to be bored at work.

For smaller partners or who are just starting out in marketing, I highly recommend using an agency. They bring such a wealth of knowledge, ideas and expertise, including content creation, design, creative writing, SEO, and analysis on SEM – truly a complete strategic vision. Specifically, an agency that knows the indirect channel and understands your business is best. For businesses that are new to marketing, the cost is reasonable. It’s usually less than a full-time employee, and you get a full team of experts in their fields rather than just one employee.



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Art-E Mediatech Wins Social Media Mandate for Flipkart Seller Hub, Marketing & Advertising News, AND BrandEquity https://armorthanemarketing.com/art-e-mediatech-wins-social-media-mandate-for-flipkart-seller-hub-marketing-advertising-news-and-brandequity/ https://armorthanemarketing.com/art-e-mediatech-wins-social-media-mandate-for-flipkart-seller-hub-marketing-advertising-news-and-brandequity/#respond Mon, 31 May 2021 06:35:52 +0000 https://armorthanemarketing.com/art-e-mediatech-wins-social-media-mandate-for-flipkart-seller-hub-marketing-advertising-news-and-brandequity/ Art-E Mediatech Wins Social Media Mandate for Flipkart Seller Hub Flipkart Seller Hub has entrusted its digital mandate to Art-E Mediatech, a first digital agency. The allocation of the account followed a selection process with several agencies offering the account. It will now be managed by the Noida office of Art-E Mediatech. Art-E Mediatech will […]]]>


Art-E Mediatech Wins Social Media Mandate for Flipkart Seller Hub

Flipkart Seller Hub has entrusted its digital mandate to Art-E Mediatech, a first digital agency. The allocation of the account followed a selection process with several agencies offering the account. It will now be managed by the Noida office of Art-E Mediatech.

Art-E Mediatech will now partner with Flipkart in formulating digital marketing strategies and providing services for their Seller Hub business. This will involve the planning and execution of digital marketing strategies which encompass social media strategies, cross communication strategies, marketing strategies as well as influencer management for this large portfolio targeted towards the seller community.

Anshul Sehgal, Head of Marketing – Flipkart Marketplace, said: “As a local market platform, Flipkart is focused and focused on promoting the country’s local MSME industry, digitizing and transforming their commercial journey. Enabling MSMEs and small traders to improve the efficiency of their operations with a strong market presence; E-commerce allows these businesses to create more livelihood opportunities. Therefore, it becomes essential for us to communicate the same thing in a clear, creative and concise manner. We found Art-E Mediatech’s work engaging and respecting these parameters. Their knowledge and branding approach will help us bring the creativity needed to leverage our already strong digital presence. “

Rohit Sakunia, Co-Founder and Commercial Director of Art-E Mediatech, said: “In recent years, the digital world has grown by leaps and bounds. It’s no surprise that all companies are turning to this platform. form to communicate with their target audience. As an agency, we believe in results-driven strategies that not only connect brands to their audience, but also transform lives. We are happy to have found the perfect partner in Flipkart, on our journey to transforming lives through digital experience. ”

While the execution and tactical advantage of using digital media is undeniable, losing sight of the socio-cultural background can lead to sub-optimal results …



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Create an amazing digital presence and why you need it https://armorthanemarketing.com/create-an-amazing-digital-presence-and-why-you-need-it/ https://armorthanemarketing.com/create-an-amazing-digital-presence-and-why-you-need-it/#respond Fri, 21 May 2021 07:00:00 +0000 https://armorthanemarketing.com/create-an-amazing-digital-presence-and-why-you-need-it/ Do you have a business with a physical location and feel like you are doing very well without a digital presence? Well, you are wrong. An amazing digital presence promotes your business and sends your customers to you, whether you operate a digital store or a store in the physical world. Maybe you recognize the […]]]>


Do you have a business with a physical location and feel like you are doing very well without a digital presence? Well, you are wrong. An amazing digital presence promotes your business and sends your customers to you, whether you operate a digital store or a store in the physical world. Maybe you recognize the value of an online presence because you want to take your traditional business dynamic and take it to the next level using modern technology and smart marketing strategies? No matter where you are in making an online decision, the first step is to create an amazing digital presence for your business.

To get started, look at the data showing the growth in digital marketing spend versus traditional advertising spend and you will see the vast increase in digital spending. Most of this additional expense comes from lower budgets for traditional advertising. And, if you think all those companies that are transforming their marketing strategies to digital are wrong, you are kidding yourself.

Image courtesy of Web Strategies, Inc

Today we will achieve two goals. First, we’ll explain why you need an amazing online presence. Next, we’ll show some strategies for creating an amazing online presence for those of you who are new to these strategies.

Why you need an incredible digital presence

There are many benefits to having a website that you can use to advertise your business and reach more customers who otherwise could never get into your physical location.

Consumers today spend a tremendous amount of time online; whether it’s surfing the internet for solutions, interacting on social platforms, reading and sending emails, using messaging apps like Whatsapp or watching videos in streaming. During Covid, the time spent online increased dramatically, but online activity grew quite rapidly even before the pandemic. Consumers accustomed to the convenience and options available online are likely not to revert to previous levels of online activity once restrictions are reduced.

time spent on digital platforms

Time spent on social networks. Image courtesy of Intelligent information

With that said, here are a few more reasons why your business benefits tremendously from a website, social media pages, and other digital strategies.

Exposure

With a physical location, you only have a limited number of potential customers who could come through your doors; people in your immediate area. Whether you use a large sign outside of your location or an advertisement in the local newspaper, your physical advertisement suffers from limited reach as well. But, when you bring your business online, you can reach a lot more people, including travelers in your area, residents who live nearby but never walk past your store, and even serve as a reminder to people who have you. already visited. Suddenly the whole world can access your services and see what you are doing. Within seconds, your business’s exposure has increased exponentially, and you can now reach consumers who never pass through your storefront.

Additionally, as we learn during the pandemic, businesses need to expand their online offerings beyond their physical store. With an incredible digital presence, consumers not only find you more easily, but now you have tools to motivate them to visit your business. You can also offer products online through e-commerce or offer online services. For example, training and courses have moved online to reach a wider audience for these services.

Marketing

As mentioned above, your marketing efforts can influence many more customers than ever with an incredible digital presence. Now that you’ve entered the modern era of marketing, you can now take advantage of various strategies to reach the optimal number of users and make the target market the right one. Use digital marketing tactics such as SEO, paid social media marketing, email marketing, and content marketing, you can dramatically increase performance. For example, email marketing can produce an ROI (return on investment) of up to 4400%.

Digital marketing tactics are very effective solutions to incorporate into your overall marketing campaign and are designed to rank your website higher on Google, advertise on your target market’s social media feeds, and ultimately , dramatically increase your sales. Not only are digital marketing tactics effective, they are also much cheaper than traditional advertising because you can laser focus your efforts on the target market most likely to make a purchase.

24/7 availability

You no longer have restrictions on hours of operation with an incredible digital presence like you do with a physical location. Now you have platforms accessible to the public 24 hours a day, 7 days a week, every day of the year. No more vacation or time off. You don’t even need a bigger staff to handle your online marketing efforts, unless you are shipping a physical product.

An incredible digital presence allows potential customers to reach you any time of the day or night, driving consistent sales even while you are asleep. But your online efforts aren’t limited to sales. Your digital marketing activities are aimed at motivating purchases, answering questions and even solving customer problems. Using a chatbot, you do not need staff available for these interactions with customers.

Your website should be easy to navigate and respond quickly, providing the user with a positive experience. You can also consult the API definition and how it can benefit your website and business.

Create an incredible digital presence

Obtaining these benefits is not easy, fast or free. Here’s what you need to grow your digital efforts.

A website

A website is your digital home, so it’s not optional. If you have the money, hire a skilled website developer to build your website, paying special attention to ease of navigation, design elements such as branding, and creating content to match. your customer journey (see below).

digital marketing experts

Image courtesy of SEO website design

If you don’t have money, you can create a decent website you and I have even put together a step-by-step ebook to get you started.

As mentioned earlier, email marketing produces a higher ROI. Therefore, integrate your email strategy with your website by including subscription forms in prominent places. Also include things like ecommerce, customer service, and blogging in your website as a blog boosts your SEO to help people find you online.

To strengthen your physical presence, use Google My business to increase the visibility of your website when people search for a business in their area. Below you see the results of a search for medical practices in my area.

local SEO

Social media

Of course, building an amazing digital presence requires more than a website. Social media is a great tool for building engagement with potential buyers that amplifies your posts to reach new potential buyers. The key to a good social media strategy is knowing where your target market is online, what they like to do there, and how to reach them. Once you have answers to these questions, you can work out which platforms to focus on because you can’t always afford the time and money to engage on all social platforms. For example, an author friend of mine finds TikTok particularly useful for selling books, while a business client finds LinkedIn to be the best performer. Determining which platforms to use also determines what type of content you need. So, Instagram requires visual images, while Twitter requires short text messages, while both need hashtags to be effective. But, the use of hashtags on Facebook is not common, so anytime a user sees hashtags they know the business was sloppy and just shared their Instagram post on Facebook.

impressive digital presence

Creating valuable content on a consistent basis improves engagement. This means you need to post 1 or more posts per day (eg Twitter works best with 7-10 posts / day) and use all of those posts to strain your products run out very quickly. So, try to create value with your posts by sharing content that is interesting, humorous, insightful, entertaining, or informative to users.

Email advertising

We have already talked about collecting subscribers on your website. You can also collect it from webinars, face-to-face meetings, and other activities where you interact with consumers. Just be aware that you can no longer purchase subscribers as this violates US and EU laws.

Once you have subscribers, you need to send email messages on a schedule. You will likely need to do some testing to determine the optimal sending schedule, as every audience is different. You also need to determine the content of the message and most importantly the subject line as they determine the success of your email marketing campaign.

Conclusion

Your business has likely faced a number of challenges since the start of the Covid-19 pandemic. Give it the breakthrough it needs to skyrocket in sales and achieve a level of success that you never thought possible with all the online tools at your disposal. After all, if you’ve made it through nationwide lockdowns with a business still in operation, you deserve to see your business explode!






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How BikeExchange (ASX: BEX) CEO Mark Watkin Plans to Deploy $ 18.9 Million https://armorthanemarketing.com/how-bikeexchange-asx-bex-ceo-mark-watkin-plans-to-deploy-18-9-million/ https://armorthanemarketing.com/how-bikeexchange-asx-bex-ceo-mark-watkin-plans-to-deploy-18-9-million/#respond Thu, 06 May 2021 06:59:58 +0000 https://armorthanemarketing.com/how-bikeexchange-asx-bex-ceo-mark-watkin-plans-to-deploy-18-9-million/ Home / Share market news / How BikeExchange (ASX: BEX) CEO Mark Watkin Plans to Deploy $ 18.9 Million It has been 3 months now that BikeExchange Ltd (ASX: BEX) initial public offering (IPO) on February 9. The company, which provides an online cycling marketplace, connecting brands, retailers and distributors with customers around the world, […]]]>


It has been 3 months now that BikeExchange Ltd (ASX: BEX) initial public offering (IPO) on February 9.

The company, which provides an online cycling marketplace, connecting brands, retailers and distributors with customers around the world, has been in existence as a private entity for well over 3 months. It was founded in Melbourne in 2007 by Sam Salter and Jason Wyatt.

Today, BikeExchange hosts more than 1,500 brands, 1,640 retailers and 900,000 products worldwide. The latest figures indicate that it attracts 28 million customers per year.

According to BikeExchange Global CEO Mark Watkin, “Our goal is to make it easy for customers to buy and sell anything bike related.”

Earlier today, the Motely Fool reached out to Watkin to get his take on how the company has been following so far and what he sees to come.

Growth from all sources of income

“We were very happy to arrive at this set of quarterly results. This is an important milestone for us, ”said Watkin, referring to the first quarter results of BikeExchange (Q3 FY21) as a listed company.

The company recorded solid growth across all revenue streams, as well as a record total transaction value, which increased 220% from the previous corresponding period.

Noting that BikeExchange maintained a net cash position of $ 18.9 million as of March 31, Watkin said:

The highlight is that we have achieved this growth without having to deploy the capital raised during the IPO. We have a lot of confidence in it. We are currently in an upcoming strategic planning phase, especially for FY22 – increasing subscriptions, increasing e-commerce transactions, etc.

Not all markets are created equal

Not all of the geographic markets in which BikeExchange operates have grown so rapidly.

“Europe has been remarkable,” Watkin told us.

Indeed, in the third quarter, the turnover of its European operations increased by 134% compared to the previous corresponding period, with growth in all categories. E-commerce was particularly strong, reflecting strong demand for bicycles in Europe. Revenue growth in Australia and New Zealand is 19%.

According to Watkin:

Much of this concerns the cultural aspects for Europe, where cycling is a mode of transport relative to the performance of the category and sport. There are a lot of ideas in there. The use of e-bikes is growing alongside debates on infrastructure and the environment, which have become global debates.

Adoption in Australia has been slower, but barriers are falling. I am very excited about the next 10 years. Cycling is 100% part of the solution to many of these great debates around the environment, transport, infrastructure, health and convenience.

While COVID lockdowns and social distancing ushered in rapid adoption of Down Under online shopping, Australia still lags Europe in e-commerce.

Watkin told us:

In Europe, more than 90% of transactions are done online via the platform. And 40 to 50% of those transactions are e-bikes. Europe accounts for up to 30% of total e-commerce, while in Australia it is still single digits. But those barriers are disappearing, the online influence is here now.

Regarding the strict bicycle helmet laws in Australia, Watkin said it remains a big debate. “For some people, this can be a barrier.”

He added: “In Europe you can say it’s safer because the infrastructure supports bicycles. Infrastructure is a key part of the daily use of a bicycle. Personally, I think helmets are important. “

The bank account is full… what now?

To bring the conversation back to BikeExchange’s $ 18.9 million net cash flow, we asked what the company’s plans were to deploy IPO capital.

Watkin said sales and marketing were priority areas.

“Marketing, especially in some areas, will be very important. SEO [search engine optimisation] and SEM [search engine marketing] has always been an important element.

The company is also looking to add key personnel.

“We have been a very light and very light company. We will therefore proceed with key recruitments in key functional areas… which are not linked to any geography. “

BikeExchange will also seek to improve its technology.

Our main platform is Marketplacer, a robust engine. But I think there are opportunities for us to improve things, especially on the front end… Personalization for the consumer is a really important area. We have started this process now.

Watkin added that the company wanted to continue, “Anything that helps us enable the retailer and brands to sell more products and reach more people, and for the consumer to find what they need.”

The bank account is full but we need to deploy it appropriately. In this, the key areas are the main ones. The EU and the US are the big markets where we have important leads, so we focus a lot on those regions.

How quality can drive growth

BikeExchange’s growth figures for the third quarter of FY21 were impressive. The Motley Fool wanted to know if this level of growth is sustainable.

According to Watkin, “We are confident that we can maintain the growth rates. It’s hard to say if this reflects the growth we’ve seen in the last quarter. “

We believe the growth models are sustainable, but it will happen in a slightly different way as we expand businesses. Many marketplaces derive 80% of their volume from 20% of their customer base. It comes down to a quality product, quality retailers, etc.

We find that a lot. The quality product retailer we work with, the availability of this product drives demand and brand awareness. It is certainly part of our strategy.

He stressed that the United States and the EU were the main engines of medium-term growth.

If you take America, there are probably 4,500 to 5,000 [cycling] retailers in the country. The goal is not to get them all. The target is 1,500 to 2,000 quality retailers who are good operators with good products on the platform, which makes the destination attractive to the consumer.

Have been [currently] single-digit penetration in the EU and the US. With the arrival of capital growth in the business, we hope to see good quarterly growth rates.

Risks and opportunities in the coming year

The uncertainty that continues to be raised by COVID-19 is the only real risk Watkin foresees in the coming year. “But we’ve been through this whole pandemic and we’re still healthy. Productivity increased, the team got even closer to the whole world. We took a lot of comfort from that, ”he said.

Other than the unpredictable nature of the virus, Watkin does not foresee any major risks to the business in the coming months.

“We’re in a fairly sustainable category,” he told us. “We believe cycling is part of the solution to the major macroeconomic trends that are occurring. Electric cars are not the only answer. “

Watkin is focusing on the company’s existing growth markets before moving into new territory.

We have the first-mover advantage, we have a good foundation and we have a good track.

The temptation is to continue expanding into new countries in the short term. But I want us to be 100% focused on what we have. Two huge regions in the United States and the EU. Latin America is just as big. Let’s just focus on these and prove the model.

At the same time, we can make our operating model absolutely solid so that we can more easily replicate it in these new markets.

Watkin also said the company will do more to help consumers with their purchasing decisions.

The average person on the street doesn’t know much about bicycles. Like utility bikes – cargo bikes where you can transport your kids – there is a huge opportunity there. And it’s a technical buy, which can be a bit intimidating. If we can be a destination that helps them, this is a great opportunity.

In addition to this, a category where bicycles can be considered as a means of transport. In Australia, it really needs a bit of cropping. Achieving equality on the roads is an important subject. Our great opportunity is to help countries around the world establish this even further.

It’s a fragmented industry, and we’re trying to bring that together.

Where to invest $ 1000 now

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Scott has just revealed what he believes to be the five best ASX stocks for investors to buy now. These stocks are trading at very low prices and Scott thinks they are a great buy right now.

* Returns from February 15, 2021




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The B2B Demand Generation Guru Every C-Series Business Should Listen To https://armorthanemarketing.com/the-b2b-demand-generation-guru-every-c-series-business-should-listen-to/ https://armorthanemarketing.com/the-b2b-demand-generation-guru-every-c-series-business-should-listen-to/#respond Mon, 03 May 2021 17:46:58 +0000 https://armorthanemarketing.com/the-b2b-demand-generation-guru-every-c-series-business-should-listen-to/ Chris Walker, Founder of Refine Labs Chris walker Chris walker seems angry. He should smile from ear to ear as the founder of Boston Refine laboratoriesbecause it is one of the fastest growing demand generation agencies in recent years. It’s the first time we’ve met, but maybe he’s angry to have to explain, once again, […]]]>


Chris walker seems angry. He should smile from ear to ear as the founder of Boston Refine laboratoriesbecause it is one of the fastest growing demand generation agencies in recent years. It’s the first time we’ve met, but maybe he’s angry to have to explain, once again, to an old school founder (me) how marketing has changed, why the old ones methods don’t work.

“Most of the companies in this space are leading the generation, not the demand. Marketing is built around transactional conversions of contact information so that you can make outbound sales. And they’ve been using the model since the early 2000s. Back then, it was difficult to get contact information. So marketers created closed content. Back then, it was working … but those leads are closing at a very low rate, resulting in the need for a large sales organization, which is woefully unproductive.

Or maybe it’s not anger I’m hearing, maybe Walker is just bitter.

“I was working in B2B tech companies funded by VC and developed a unique and effective marketing model, and I was able to do a few things, but eventually you hit a place where you can’t keep on. innovate. And when I quit my previous job, I interviewed director and vice president positions and introduced companies to my way of marketing and nobody wanted it. “

So Walker launched Raffiner Labs in 2019 and structured it so that only companies truly committed to his strategy would work with him. Walker’s customers are typically C or D series startups with less than a thousand employees and selling a SaaS solution with an average contract value (ACV) of $ 30,000 to $ 150,000.

As Walker explained a better modern approach to demand generation, I realized he wasn’t angry or bitter, he was just serious about its demand generation model and determined to achieve measurable results for its clients.

“The new way is to look at how word of mouth drives most buying decisions in mid-sized B2B SaaS companies … We’re not trying to convert people who aren’t ready to buy. Instead, we educate them through content as a way to grab attention, to take into account the product, and some of those word-of-mouth actions inside channels that we can’t. not necessarily measure or see. “

The natural result of this model is that contacts don’t raise their hands (ie, fill out the “I want a demo” form) until they’re almost ready to buy. Walker said, “I have reduced the sales cycle for a business from 225 days to 64 days. As one of our current clients, we went from a 140 day to 75 day sales cycle. “

When I asked a leading question about how webinars and white papers were less effective than before, he explained that “it’s not the medium, it’s the content”. Of course, attendance drops for traditional webinars with an expert speaker buzzing over dozens of slides. But what if you use the same technology – live presentation with Zoom – and create something that’s really of value to your audience?

This is exactly what Refine Labs does, as an example of eating your own dog food. “Gen Live requestIs a live show in which Walker and other experts essentially offer free advice to the roughly 50 people who show up every Tuesday at 7:30 p.m. ET. And that’s not a typo. Boston-based Walker starts the show at 7:30 p.m. His time.

The key is that this “content” is not designed with an end sales goal in mind. It does not correspond to a specific funnel step. It’s really Walker who gives his best advice. Even to other agencies that are its potential competitors. Some of what he has shared in recent episodes:

  • “90% of our revenue is attributed to organic search and we don’t do any SEO. And that is why the allocation of channels is completely discontinued. “
  • Walker firmly believes in the power of the paid social. But he clarified: “What I do is not ‘social selling’. It’s content marketing with efficient distribution. Most marketers have transactional intent because of their business KPIs. Their content therefore intends to sell rather than help. And people listen to him. “
  • On the difference between capturing demand and creating demand. “Most marketing teams are just focused on capturing existing market demand. They wait for people to look for them. Then try to capture it with SEO, SEM, review sites, and retargeting. They spend all of their time, effort, and money fighting for the 0.1% of the market that is actively buying. With buyers who have no affinity or brand loyalty … all the potential lies in marketing to the 99% of the market who are not actively buying. To create awareness. To drive differentiation. To influence the consideration of the product. To develop an affinity with the brand. AT create demand. “

Listening to Walker, I find myself having a little angry on all the money I wasted on my B2B marketing efforts.

Maybe it’s not anger, maybe I’m feeling bitter about all the agencies that convinced me that I had to pilot MQLs to feed my SDRs.

But I quickly realize that I am neither angry nor bitter; I just feel serious and determined to stop wasting my limited marketing resources and start a new approach to demand generation.

Kevin Kruse is the founder and CEO of LEADx, a platform that evolves and maintains leadership habits throughout an organization. Kevin is also a New York Times bestselling author of Great leaders don’t have rules, 15 secrets successful people know about time management, and Employee engagement 2.0.



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5 tips for dealing with PCP after the coronavirus outbreak https://armorthanemarketing.com/5-tips-for-dealing-with-pcp-after-the-coronavirus-outbreak/ https://armorthanemarketing.com/5-tips-for-dealing-with-pcp-after-the-coronavirus-outbreak/#respond Sat, 17 Apr 2021 07:00:00 +0000 https://armorthanemarketing.com/5-tips-for-dealing-with-pcp-after-the-coronavirus-outbreak/ Advertisers must be prepared to take the hit in an unpredictable world. With businesses reopening in the United States and around the world in different states of pandemic handling, it’s more important than ever that your PPC campaigns and targeting are on point. Here are five tips to help you manage your paid search campaigns […]]]>


Advertisers must be prepared to take the hit in an unpredictable world.

With businesses reopening in the United States and around the world in different states of pandemic handling, it’s more important than ever that your PPC campaigns and targeting are on point.

Here are five tips to help you manage your paid search campaigns as the world gradually recovers from the coronavirus.

1. Rotate to Normal-ish

As COVID-19 vaccinations roll out in many countries, directions are constantly changing on everything from social gathering groups and organized sports to how we engage in our office buildings.

The lifting of various bans and restrictions means consumers will be eager to get out and re-engage.

Whether it will be the same as before the pandemic remains to be seen, but it will certainly be a slow approach towards that goal.

Continue to advertise with compassion as businesses and individuals recover and rebuild.

Be aware of what people are going through in the specific regions you are targeting and ready to change your message or creation as conditions change.

Publicity

Continue reading below

2. Evaluate business value propositions and messages

In many cases, companies can continue to promote their products or services which are more in demand in today’s environment.

How can your product or service be positioned in the face of new and growing trends?

Top trends to consider when pivoting valuable accessories and messaging now include:

  • Vaccinations, safety, mask requirements.
  • Expansion of social distancing guidelines.
  • Long-term return to work or homework.
  • Back to school.
  • Family entertainment.
  • Travel and tourism.

If your product or service is related or can be modified to fit into any of these areas, consider a temporary plan to promote these initiatives.

Additionally, consider scaling virtual services or virtual consultation to a hybrid model where secure collection can be achieved.

Take a look at your current PPC and digital campaigns and determine if the message is still right for you. What could be added to adapt to the changing landscape? For example:

  • Review the calls to action in ad content for “Visit Us In Store” and add hours and security requirements.
  • Display and social ads should always be image sensitive with people in a group or in contact.
  • Continue contactless curbside pickup information.
  • Include shipping information with free, fast and more features.
  • Hours of operation and any deviation from lockout.
  • Messaging about your company’s response to providing healthy environments.

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Some of these messages can be used in the main ad copy, but remember to make full use of ad extensions such as sitelinks and captions to convey the information.

Make sure to include this message clearly on landing pages.

Maintain a brand presence and keep feeding the upper funnel as it can be more difficult to recover later after losing momentum.

It is still possible to recognize the crisis and take a softer business approach.

Don’t make it difficult to pick up later. Everything can happen.

3. Optimize budgets and expenses

Now is the time to reassess your budgets and reconcile your budgets and expenses.

You may want to shift budgets to the products or services that have more relevance as businesses begin to reopen. Be sure to take into account any geographic explosion of activity when reopening the premises.

You will definitely want to shift budgets to the best performing campaigns to maximize results.

Take some tips for managing PPC on a budget.

Take a look at the budget versus actual spend to find budget nuggets that may not have been used throughout the year, and apply them to the campaigns that need them the most.

Depending on the platform, instead of daily budgets, consider metrics like lifetime spend or monthly spending limits to better punctuate campaign spending.

This will save you time for more important account management tasks.

Automated bidding features are becoming the norm, so consider implementing them in Microsoft Ads, Google Ads, and other platforms as the competition begins to pick up.

This allows platforms to automatically adjust real-time CPC bids to match the advertiser’s goals.

This automation feature can help you be more agile because user behaviors change quickly.

Check the re-evaluation of your maximum CPCs while using these features.

4. Consider changing search behavior

While people will likely continue to distance themselves socially, they will continue to find, buy, and live the dream online.

Communicate about the services that can be provided virtually and the turnaround times for service delivery.

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Use ad copy or ad extensions to communicate benefits like free shipping, fast delivery, curbside pickup, porch drop-off, and more.

Negative keywords

Depending on your industry, you’re likely to see minor or major changes in the search queries that trigger your ads.

This will require a two-pronged approach:

  • Reagent: Examine search terms and view locations of real-time campaigns for COVID-19, vaccines, safety keywords and content.
  • Proactive: Predict which searches are likely to trigger your ads and create negative keyword lists that can be shared across all campaigns and easily updated.

For example, exclude keywords associated with COVID-19 such as:

  • Corona, epidemic, pandemic, hospitalizations, death.
  • Vaccine, vaccine locations, brand names, news.
  • Safety practices, guidelines.

A great resource with the latest information on search behavior is Google Trends: Coronavirus research trends.

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5. Reconsider your channels

People will continue to consume news and video content and use online communication tools and map searches more than usual.

Facebook recently reported a 50% increase in messaging, with voice and video calls more than doubling on Messenger and WhatsApp.

With a high percentage of usage focused on messaging, groups, and live broadcasts, Facebook says many of these features aren’t monetized. As a result, they see a decrease in advertising revenue.

Despite this, many of those who previously ditched the platform for privacy concerns are returning to Facebook.

Declining revenues for many digital advertising platforms mean that advertisers have the opportunity to take advantage of reduced competition and increase their market share without changing their current budget.

Opportunities to explore now as people consume more content:

  • Expansion of display ads on the Google Display Network and Microsoft Audience Network.
  • YouTube and InVideo ad placement options.
  • Pinterest for consumers discovering products to buy.
  • Twitter (but with strong consideration for brand reputation issues resulting from negative behavior on the platform).

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When consumers are ready to re-engage, meet them with the commercials they are looking for when they research and use social media.

Be cautiously optimistic! It is good to be prepared for all future developments.

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Everything you need to know about YouTube audio ads https://armorthanemarketing.com/everything-you-need-to-know-about-youtube-audio-ads/ https://armorthanemarketing.com/everything-you-need-to-know-about-youtube-audio-ads/#respond Tue, 13 Apr 2021 07:00:00 +0000 https://armorthanemarketing.com/everything-you-need-to-know-about-youtube-audio-ads/ YouTube launched its version of audio ads, as part of the platform’s strategy to engage music and podcast listeners, in November 2020. YouTube audio ads provide another way for advertisers to capture the attention of its users, especially those who use the platform as a hearing aid rather than strictly video – to listen to […]]]>


YouTube launched its version of audio ads, as part of the platform’s strategy to engage music and podcast listeners, in November 2020.

YouTube audio ads provide another way for advertisers to capture the attention of its users, especially those who use the platform as a hearing aid rather than strictly video – to listen to podcasts, concerts or lectures, for example.

If your goal is brand awareness and reach, it’s worth testing this new initiative.

Let’s see how to get started with YouTube audio ads.

How do YouTube audio ads work?

Although the audio announcement format is primarily characterized by a voiceover, there is always an image or animation component that is displayed on the screen during playback.

Here’s an example of a YouTube audio ad with a simple animated display:

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YouTube audio ads share similar characteristics with video ads, such as CPM delivery.

Google touts the relatively low cost of creating, simplified buying and configuring campaigns, streamlined targeting and metrics, and extended reach in a new low-cost inventory as the main benefits of YouTube audio ads.

Where do YouTube audio ads appear?

Audio announcements only appear on music or podcast content. Video ads, on the other hand, can be placed across multiple categories, playlists, and channels.

Currently, there are audio and podcast ranges available, such as:

  • Pop.
  • Rocky.
  • Country.
  • GED.
  • Rap and hip-hop.
  • Designed for audio music.
  • Podcasts.

Google is also rolling out dynamic musical ranges in its targeting options. More on that below.

Who is eligible for YouTube audio ads?

This new audio format was limited to certain brands in the testing phase since late 2019. Since the announcement in November 2020, audio ads have remained in global open beta.

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Some brands are not allowed to show audio ads, including those of:

  • Health and medicine.
  • Alcohol.
  • Gambling.
  • Other sensitive verticals.

It’s important to note that Google requires brands to perform two Brand improvement surveys before being eligible for open beta.

Audio ads are currently available on the Google Ads, Display & Video 360 platforms.

How to start your first YouTube audio ad campaign

To get started, sign up for your Google Ads account. From there navigate to Video campaigns and click on the More button.

To select New campaign > Brand awareness and reach (objective)> Video (type of campaign)> audio (campaign subtype).

Then click Carry on. That’s it! You are now ready to enter your auction and budget details.

Google Notes:

“YouTube audio ads are currently in beta, so features can be added or removed at any time. If you have any issues or have feedback on audio ads, contact your Google sales representative.

Audio Announcement Specifications

Similar to the format of YouTube video ads, your audio ad should also be uploaded to YouTube.

Here are some other requirements and specifications for audio ads:

  • Duration of the advertisement: 15 seconds maximum.
  • File size: 128 GB maximum.
  • Resolution: from 426 × 240 (240p) to 3840 × 2160 (2160p).
  • Aspect ratio: 16: 9.
  • Associated banner and call to action: available on request from your Google representative.

Audience targeting for audio ads

YouTube audio ads offer the same targeting options and bidding strategies as video campaigns. Think of it as one less new thing that you have to learn.

Google recommends that you don’t restrict your audience too much. Ultimately, you control who your ads appear to.

Some of my favorite audiences to try out in YouTube ads, where our clients have been successful, are:

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Example

Suppose your brand is trying to reach people who own a restaurant or other hotel business at a broad level. You want to target them with a new payment technology product.

With Google’s new Custom Combinations feature, you can get creative on how you can try to reach these people:

  • Detailed Demographics: Works in the “hospitality” industry.

And also includes:

  • In the market:
    • Payroll services.
    • Financial services to businesses.
    • Payment processing and merchant services.

Now is the time to get into your user’s mind. These could be the type of people who listen to podcasts on business ownership, finance, etc.

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Try creating an audio ad that runs only on podcasts, and then set up another campaign for different music genres. By segmenting where your audio ads are showing, you can quickly grab the top performing placements.

Dynamic musical scales

Dynamic musical scales are driven by advanced contextual targeting. Choose from queues that match the topics, times, or popularity of your target audience.

If you are using dynamic music schedules, it is important not to overlap targeting with the following options:

  • Advanced audience targeting.
  • Keyword targeting.
  • Different types of targeting in the same campaign (meaning dynamic lineups audience must have their own campaign).

In the campaign interface, just go to:

Pitches > Click Enter multiple locations > Find the specific video content ID.

Best practices and key takeaways for YouTube audio ads

Now that we’ve covered the who, what, and where of YouTube audio ads, it’s time to cover the “how.” Follow these best practices for a more streamlined setup.

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Be interesting! Since audio ads only appear over long music or podcast listening sessions, capturing a user’s attention within 15 seconds of your ad being able to read.

Concentrate on the sound component. While the ad always has an image or animation component, the emphasis should be on the audio. You would be surprised how difficult it can be to master your post in 15 seconds.

Think about the tone and the tempo. Are your ads presenting themselves as conversational or commercial? A friendly tone is crucial to help engage and capture your audience’s attention between their music or podcast content.

The number of words is important. With just 15 seconds, don’t try to cram too much information at once. Google recommends aiming for 40 words in your audio clip. Be clear and specific for optimal brand recall.

Remember the call to action. Try adding a specific offer for audio listeners. This can help determine the success of your campaign when reviewing the results.

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Start testing! Google is starting to roll out video experiences, which makes testing easier. Creative and audience tests will be the main elements of these first experiments. This feature has not yet rolled out to everyone, so be sure to discuss this with your Google representative.

Stick to one audience per campaign. This is similar to how we set up YouTube video ads, but it bears repeating. If you use two different audiences with different sizes in different ad groups in the same campaign, chaos can ensue. Typically, the audience with the highest size and highest CPV will win the majority of each auction. If you want to test audiences, do so with separate campaigns.

If advertising on platforms like Spotify or Pandora seems intimidating, try YouTube Audio ads. Your first audio campaign can be up and running in no time.

YouTube audio ads can also give you a head start in remarketing efforts because they are linked to the Google Ads platform.

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Testing audio ads with YouTube can be a cost effective way to amplify your brand’s message, and at a fraction of the cost compared to other platforms.

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Adversary and evolutionary behavior https://armorthanemarketing.com/adversary-and-evolutionary-behavior/ https://armorthanemarketing.com/adversary-and-evolutionary-behavior/#respond Tue, 06 Apr 2021 07:00:00 +0000 https://armorthanemarketing.com/adversary-and-evolutionary-behavior/ The other day I saw Paul Haahr, a veterinarian Google search engineer, retweet something shared by Daphne Keller, a former Google search lawyer, who shared the Nick Clegg Medium article from the Facebook vice president named You and the algorithm: it takes two for tango. With me so far? Either way, Daphne Keller’s tweet “we’ll […]]]>


The other day I saw Paul Haahr, a veterinarian Google search engineer, retweet something shared by Daphne Keller, a former Google search lawyer, who shared the Nick Clegg Medium article from the Facebook vice president named You and the algorithm: it takes two for tango. With me so far? Either way, Daphne Keller’s tweet “we’ll reward this behavior until you scale your business and get too good at it, then we’ll punish it” caught my eye. Paul Haahr explained, “The idea here of antagonistic / evolutionary behavior is one that I have thought about a lot over the years. An interesting aspect of its evolution is that intention doesn’t really matter – it does. happens because certain behaviors are rewarded. “

Here is the tweet, I 100% recommend that you click on it, scroll to the top and read the whole summary. When you’re done, continue reading below.

So when I tweeted the above tweet by Paul Haahr, I asked him what he thought about this cycle of a search engine that came up with a way to reward the behavior and then punish it because the SEOs got it … it’s time to respond but his tweets are very insightful. Here they are:

I asked Paul to expand on this last tweet and here is what he said:

Here is his response:

I don’t want to add a comment on what has been written here, because I think I might state something wrong or possibly take some words out of context. But I found these answers from Paul very interesting and thought you all might like to see this.

Forum discussion at Twitter.





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Fay Friedman on Ecommerce SEO vs. Other Common SEO Audit Problems https://armorthanemarketing.com/fay-friedman-on-ecommerce-seo-vs-other-common-seo-audit-problems/ https://armorthanemarketing.com/fay-friedman-on-ecommerce-seo-vs-other-common-seo-audit-problems/#respond Mon, 05 Apr 2021 07:00:00 +0000 https://armorthanemarketing.com/fay-friedman-on-ecommerce-seo-vs-other-common-seo-audit-problems/ I met AJH Co SEO and Marketing Director Fay Friedman at a lovely park in New Jersey called Branch Brook Park. Fay has now been SEO for over 10 years for a multitude of businesses, but did a ton of e-commerce SEO in the early part of his career and is now in other forms […]]]>


I met AJH Co SEO and Marketing Director Fay Friedman at a lovely park in New Jersey called Branch Brook Park. Fay has now been SEO for over 10 years for a multitude of businesses, but did a ton of e-commerce SEO in the early part of his career and is now in other forms of SEO. She got into SEO through her writing, she loved writing and someone told her about a negative SEO issue and she was able to get the site back in 6 months. This experience made her addicted to SEO and the power of SEO and taught her that it’s worth doing everything from the start. So just a few tips – don’t bother with SEO, they can ruin your reputation online and on Google for a long, long time.

E-commerce SEO vs other SEO:

Fay explained the difference between e-commerce SEO and property management SEO. She explained that e-commerce SEO is much more technical and nuanced due to pagination, filters, etc. that you need to spend a lot more time with technical on-page SEO. But with local SEO, the website is less complex so you need less time for technical SEO and more time to be creative with content and content marketing and link building.

Common SEO audit issues:

For starters, Fay said that often the audit is the first step to take with a new site. People come to you with a website and tell you to optimize it to rank for me in Google. But there can be many issues with the website that an audit can reveal. Some of the most common issues that arise in these SEO audits are with metadata, page titles, descriptions, duplication issues and all those basics that can be easily fixed. Then sitemap files and robots files, and many sites haven’t even configured Search Console. On the most complex site, sometimes the site architecture will not have your pages readily available in the navigation. In ecommerce a big problem is with pagination and category filters and with rel = next / prev not being available it’s even more complex. On the site migration front, she sees issues with redirects, content, broken links, etc. So these are the most common things she finds in SEO audits.

But often times when you do a site migration it gives you the chance to fix all the issues that you ever wanted to fix. It’s also a great time to breathe new life into old content that you’re investing time and money in, Fay explained. Fay’s biggest pet peeve about this is when a site hasn’t set up Google Search Console. Google gives you information on what’s wrong and you don’t even have it.

To communicate with Fay Friedman, connect with her on Linkedin and follow her there.

You can subscribe to our YouTube channel by Click here so you don’t miss the next vlog I’m interviewing. I have a nice list of scheduled SEO and SEMS interviews that you don’t want to miss a lot of – and I promise to keep improving these vlogs over time. If you would like to be interviewed, please complete this form with your contact details.

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2021 SEO tips for industrial distributors https://armorthanemarketing.com/2021-seo-tips-for-industrial-distributors/ https://armorthanemarketing.com/2021-seo-tips-for-industrial-distributors/#respond Fri, 19 Mar 2021 07:00:00 +0000 https://armorthanemarketing.com/2021-seo-tips-for-industrial-distributors/ Search engine optimization (SEO) has been around for some time, but it has become more and more important for industrial distributors to adopt as more and more B2B customers buy products online. Google plans to update its algorithm this year to include a factor called Page Experience. At a minimum, the content of a industrial […]]]>


Search engine optimization (SEO) has been around for some time, but it has become more and more important for industrial distributors to adopt as more and more B2B customers buy products online.

Google plans to update its algorithm this year to include a factor called Page Experience. At a minimum, the content of a industrial distributor website should be useful to your readers and easy to navigate. But your loading speed, mobile friendliness, and visual stability also contribute to your page experience. Now is the time to take some essential action on your website health if you want to keep your page ranking high.

SEO Tips to Maintain Your Industrial Distribution Company’s Search Rankings

Let’s take a closer look at how you can maintain your website page rank.

Quality website content

Although the page experience affects the ranking, Google blog says, “A great experience isn’t a substitute for having great page content.” Your content marketing strategy should include updating your digital content. Combine similar website pages and merge weaker pages into one page for easier ranking. Pages should be complementary and address a single topic to form a page with higher authority.

According to studies:

  • 47% of consumers expect a webpage to load in 2 seconds or less
  • A one second delay in the page response can lead to a 7% reduction in conversions
  • If an ecommerce website is making $ 100,000 a day, a one-second page delay could potentially cost you $ 2.5 million in lost sales each year.

Your B2B users want to find answers to their questions fast, and they want to find the products they need fast. Create industry-focused and detailed product pages and include them in your navigation to improve your website functionality. Use images that clearly describe the markets you serve, and don’t forget to add alt tags.

See examples: Examples of Industrial Distributor Websites That Increase Sales

Complete your digital strategies with a E-commerce solution Also helps SEO and page experience. Recent industry research has found that 31% of manufacturers who have invested in e-commerce have gained access to new markets and 34% have improved the customer experience. Keep your online product catalog up to date with the product data and verified formats engineers need.

Learn: Create quality content that engages B2B buyers

Optimization of videos and images

According to the Content Marketing Institute, more than half of engineers and technical professionals polled for a 2020 report said they spent at least an hour a week watching videos for work. Videos are a great marketing tool for engaging buyers on your website, but depending on what you are using to embed videos and how many other elements are on your page, they can affect the page load speed. If a user stumbles upon your website and a page takes too long to display all of its content, they will likely click and move to a competitor’s site. Pages with long load times and high bounce rates can negatively impact your SEO and conversion rate for quality leads.

There are many ways to embed videos on a webpage, but self-hosted videos take the longest time to load. Pick the right video format and consider custom video hosting to make sure your page doesn’t interfere with the page load speed. Remember to customize the file name and label the media file so that it is relevant to the content of the corresponding page.

Learn more: How to Create a Company Profile Video

Likewise, large images, high resolution images, and uncompressed images can negatively affect your website loading speed. Set the logical functions to serve the images of the appropriate size according to the user device. The mobile experience is important. If a B2B shopper is between meetings, they’re likely to be browsing on a tablet or cell phone.

Link building

Spending time getting backlinks can help increase your SEO traffic. This means taking advantage of other high authority websites and linking your website to theirs. Guest blog on a cutting edge resource like Thomas Insights and promote it in an advertisement in the newsletter to drive traffic to your website. (Our industry marketers can write for you.) Toagosei America generated over a thousand direct website visits from high quality leads.

“We knew we wanted to educate more buyers and decision makers about what we have to offer. Thomas Industry Update has proven to be a great way to help us generate this awareness and we have gained new contacts for our sales team to appeal. “

Reports show that if good SEO is in place, visitors coming to an industrial Thomas website are twice as engaged as those coming from search engines organically. This is because Thomas’s audience is highly skilled.

Many vendors include a “distributor locator” on their site. Ask your suppliers to link to you on their website. Create business profiles for online business directories such as Google My Business, LinkedIn Company Directory, Apple Maps, and Facebook. These individual quotes may be minor in backlink value, but in large amounts they add to your SEO traffic.

Keep your information up to date and check the consistency of your NAP on the directories – Company name, address and telephone number. A company profile on Thomasnet.com is a particularly large business directory aimed specifically at B2B buyers, engineers and procurement professionals seeking industrial services. Sign up for a free company profile to increase your visibility and calls for tenders from qualified buyers.

List your business

“We are extremely pleased with the business generated by Thomasnet.com,” said Norman Rodriques, President of Springfield Spring Corporation.. “New calls for tenders come in so often that we have a hard time keeping up. Even more astonishing is the quality of the leads and the number of new customers we have converted. “

See the complete list of professional directories: How to Optimize Your Digital Marketing to Get Business from Local Buyers

Tools to monitor your site

Google’s algorithm update in May to incorporate Core Web Vitals into page experience ranking signals is imminent. There are tools like FullStory and Google Resources to see your site’s engagement levels and help you make decisions about what to improve. But for manufacturing industry specific insight and to better understand which content performs best so you can focus on delivering the most optimal website experience for your prospects, contact us for a free digital health check. We’ll take a look at the most important elements you need to engage B2B buyers and what you can do to keep your website ranking high. And our team is on the bridge to help you prepare for and manage large-scale change.

Get my free review

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