877.799.9994   330.666.5164

Making the Most of Your Email Marketing Campaign

Email marketing is a popular tactic with B2B marketers – 81% use email to reach their target audiences. And it’s equally popular on the receiving end – 86% of business professionals prefer email for business communications.

But just because everybody’s doing email marketing, doesn’t mean they’re doing it well. And that’s where Martech’s Email Marketing Periodic Table comes in. Like the SEO Periodic Table from MarTech’s sister publication, Search Engine Land (which we’ve written about before), the Email Marketing Periodic Table breaks down the most important factors for success.

Keys to Success

The easy-to-understand bites of information are divided into two overarching categories: Optimization and Deliverability.

Continue reading
  344 Hits
344 Hits

Is it Time to Start Using Pay-Per-Click Advertising?

So, your company has been active in making sure your site is well ranked on Google through search engine optimization, but you’re starting to see lots of competitors’ ads positioned above your organic listings.

Should you give in and start buying pay-per-click ads on Google?

Let’s first take a look at the changing landscape.

More Competition for Page 1 Rankings

Over time, Google has redesigned and introduced new features on its search engine to continue improving the amount of time used on the site and number of people finding it to be their go-to resource for everything. At the same time, it’s repositioned and tried various ways to display Google Adwords, to generate the best click-through rates and gain new accounts.

When Google first introduced paid ads to its search engine, there wasn’t much reason to consider paying for placement. The ads were positioned to the right of organic listings, making it easy for users to discern paid ads vs. earned listings and the result was that few people clicked on those ads.

Continue reading
  214 Hits
214 Hits

How to Write a Good Blog Post

We frequently recommend that our clients include a blog as part of their websites and that they publish posts regularly on a set schedule.

But we rarely get into the nitty-gritty of blogging.

Why Blog?

Blogging is important for several reasons. The most crucial from our perspective is that it’s good for SEO and content marketing.

Freshness continues to play a role in search engine algorithms – the search engines generally reward sites that are regularly updated. A blog is an easy way to provide fresh content.

Internal links also are a factor in search engine algorithms. A blog post can – and should – provide the opportunity to link to a couple of your most important pages.

Of course, there are added benefits to blogging. A regularly maintained blog can:

  • Develop and strengthen relationships with new and existing customers
  • Increase your brand awareness
  • Position your company as an industry leader

Taken together, all of these reasons make blogging a good idea.

Continue reading
  1099 Hits
1099 Hits

Does Your Website Connect with Customers?

We can’t just put up a generic website and expect people to get a good experience or expect it to help drive engagement for sales.

A B2B buyers survey by Demand Gen Report provided some interesting results that should have a direct impact on how you manage your company’s website and content marketing.

Among the findings, 45% of respondents said they’re using more sources to research and evaluate purchases. Is your corporate website visible enough to be one of those resources? Does it provide the information that your potential customers are looking for?

Information is King

The following variables were reported as very important when the respondents were ready to evaluate suppliers:

  • Features/functionality (72%)
  • Solved a pain point (72%)
  • Demonstrated experience with or knowledge of respondent’s industry (62%)
  • Case studies/testimonials (rated as very important by 47% of survey participants)
Continue reading
  770 Hits
770 Hits

Content Marketing After the Death of Google+

Corporations large and small use social media every day as a key component of their content marketing.

Google+, the tech giant’s foray into social media, is officially dead and no longer plays a role in content marketing. As of early February, people could no longer join Google+, and, as of April 2, the company will begin to shut down accounts and delete information.

The Birth of Google+

When it launched in June 2011, Google+ was like any typical social media platform: it allowed users to post and store images, provide status updates and share links to interesting stories on the web. Google+ offered “circles,” which allowed a user to slot what other social media sites called “friends” or “followers” into different groups with whom that user could share posts and updates.

Continue reading
  1381 Hits
1381 Hits

Google Algorithm Changes Stir Things Up

Remain focused on building great content.

Google is up to its old tricks, unleashing several algorithm changes since the beginning of the year.

One of the most important is also one of the ones we’ve known about the longest: Google’s move to a mobile-first index. Although it’s been talking about this change since 2016, Google only began testing mobile-first indexing on a few, select sites in October.

And then on March 26 Google announced that it was officially moving larger batches of websites to mobile-first indexing. Basically, if there’s a mobile version and a desktop version of a website, Google is going to display the mobile version in its search engine results, which is what people will see whether using their mobile devices or desktop computers. Eventually, Google will have one index that favors mobile-friendly websites.

If you have a well-optimized website that works on mobile devices, you should be in the clear. 

Continue reading
  1004 Hits
1004 Hits

Putting Your B2B SEO to Work on an International Stage

Clients who’ve implemented properly optimized foreign-language websites have received increased leads.

It’s great to have a well-designed website, properly optimized according to B2B SEO best practices. But, if your company targets markets outside of the U.S. and Canada, a well-designed, well-optimized English-language website might not be enough.

You’ll usually find the best success globally when you design your marketing efforts with your international audiences in mind. It might sound daunting, but the good news is that the basics of B2B SEO work well in any language, if you keep in mind the following tips:

Use the right domain name.

If you’ve got deep pockets, you can buy a language-specific domain name for each country you market to and host each website in that specific country. This requires a lot of resources – including hiring and maintaining a web-editing staff in each country – and demands an incredible amount of oversight to make sure that each website remains up-to-date.

An option that’s more time- and cost-efficient while still being highly effective, is to create separate sections within your own website to target each country. Each section should be labeled with the abbreviation for that country, such as yourdomain.com/mx for a website targeting Mexico or yourdomain.com/de for a website designed for prospective customers in Germany.

Continue reading
  1280 Hits
1280 Hits

B2B SEO Tips for Content Marketing

Any content marketing piece that is posted online should be optimized with a couple of your best search terms.

First of all, if you’re creating and posting new content anywhere online about your corporate website, let me extend to you an earnest, well-deserved congratulations on your content marketing efforts.

Whether you’re posting on sites like LinkedIn and YouTube or adding new content like case studies, news releases and blogs to your own website, every bit of content marketing will help your B2B SEO. We’ve found that our clients who regularly add content see the most improvements in their search engine rankings.

But …

You’re leaving a lot on the table if you’re not implementing basic B2B SEO tactics with each new piece of content to perform well on the search engines.

Why go to the trouble of creating content and then not giving it every chance to be found in online searches? It’s like creating a great radio commercial and never mentioning your company’s name – a lot of your hard work and your company’s resources spent without generating any new business.

Continue reading
  1247 Hits
1247 Hits