Happy New Year

Happy new yearhappy New Year 2019 to you. The team at Evolve Marketing hope that 2019 is a fantastic year for you and your organisation!

We are looking foward to continuing to help local service and manufacturing organisations across Northamptonshire and Buckinghamshire attract new business and keep their brand and communications fresh and up-to-date. Managing Director, Dr Mark French says: ‘As we go into our 13th year of trading as a Google partner and RAR listed agency we are excited by developments in digital and email marketing that allow businesses the opportunity to maximise their return on their marketing investment.’

If you would like to see how Evolve Marketing can help your business in 2019 call us today on 01327 810003.

How to make your B2B online marketing more effective

To make your B2B online marketing efforts more effective you need to keep up with what is happening in the ever-changing online world.

In the B2B context it is no longer sufficient to just have a web presence. Nowadays to be found online and then to be able to convert that interest into a meaningful brand interaction, you need to be proactive. This means whether you are paying for clicks or not you need to continually be tweaking, testing and refining your online marketing efforts.

 

Search is evolving, your content needs to as well

With regards to organic search, Google has a moving feast of over 200 ranking factors that determine where your site is listed in search results. Things like voice and local search, dynamic SERP features and mobile devices continue to feed into Google’s latest algorithm updates. All of which is basically trying to ascertain how well your site helps the customer and if it is trustworthy, has expertise and authority.

So, your search engine optimisation efforts should focus on delivering this trifecta of trust, expertise and authority via a continuous programme of engagement and improvement.  Use conversion metrics to monitor your progress.

Key trends in B2B online marketing to take note of include:

Mobile First:

In March 2018 Google started rolling out its mobile first indexing. Nicknamed Mobilegeddon by some it means that Google now uses the mobile version of a web page for indexing and ranking, to better help users find what they’re looking for.

Also, FYI research from Google shows B2B buyers are researching using mobile – and thus giving it a key role in their self-directed buyer’s journey. So, prioritise mobile, make sure your B2B content is mobile accessible and delivers a frictionless experience.

Natural Language:

Voice and local search, dynamic SERP features and mobile devices continues to feed into Google’s latest algorithm updates, making the search engine a virtual mirror of human search behaviour. This means that increasingly organic, natural language is going to perform better going forward compared to awkward keyword rich copy.

Questions and Answers:

We are also seeing content that answers questions works well. Revisit the ‘which’, ‘why’ ‘when’, ‘how’ questions your prospects may be asking and frame the answers to include the question in the opening sentence and to add value, not just to flog your product or service.

Multimedia Experiences:

The web is now a multimedia experience with audiences increasingly familiar with visual and auditory forms of content. People spend more and more time-consuming video content and podcasts. So, don’t focus just on traditional text copy. Invest in video. Generally, it ranks well in search engine results and often it’s easier to explain a concept in video rather than in text. In the B2B context product demos, new product introductions, and how-to tutorials are useful to educate and inform your prospects and customers.

Targeted Social:

The trend is for companies to focus their efforts on fewer channels so only go where your customers are – remembering that context is important too. Do they have their business hat on, or are they there to look at cat pictures? ‘Customer intent’ and context are import in determining conversion rates so, consider appropriateness of the social media channel.

Google Reviews:

In May 2018 Google removed all old reviews from anonymous profiles that did not have a profile attached to them. Initial research suggests that this has translated to roughly  3% of reviews across websites. This action highlights the ongoing issue of fake reviews that Google is trying to address by increasing the transparency of the reviewing public.

This removal of reviews should also be a reminder to business owner that you don’t own your Google reviews (or your Google My Business listing). Remember Google owns these assets, and manages them as they see fit which may not align with your interests. So it is worth using a variety of online and offline ways to collect and share reviews and testimonials.

Google Posts:

In July 2018 Google My Business added a ‘Call Now’ button to Google Posts which is good news for local business but the jury is still out on their effectiveness. They haven’t been adopted widely by agencies and business probably because you can’t schedule them and they do not integrate naturally with Google Analytics so it not easy to get any insights beyond the basics provided by Google My Business (although there is now an API out). A recent case study interestingly did show them to have a mild positive impact on ranking concluding that they are a ‘low-impact, low-effort task’. Suggesting that they should be combined with other tasks to help improve Local SEO for a small business.

 

If you would like to discuss any of the B2B online marketing points raised in this article, please contact us or call Sharon French, a Chartered Marketer and B2B marketing expert on 01327 810003.

 

 

 

Overview of Organic vs Paid and Search vs Display

A brief overview of the main ways your website could be found online.

1.    Organic – not paying to be found online

If you want your website to be found organically you need keywords that match what people are looking for. When Google decides whether to include your website in the search results, it does so using its ever-changing algorithm which looks at 200 odd ranking factors (website load time, domain authority, number of links etc).

Content marketing and optimising your website (or SEO) can help you to be found in the relevant organic search results. Generating website traffic organically should be a cornerstone of any marketing plan, assuming your website is up to the job of nurturing and encouraging action.

Other ways that your website could be found that aren’t considered paid include via links from social media content or from third-party referral.

2.    Paying to be found – search vs display

If you are paying to be found there are two places where this online advertising can happen:

2.1 In the search network.

This is where you pay for your advert (via an auction) to appear when people are actively looking for goods / services / information. The auction has 2 elements: your bid price and the quality score your advert is given (i.e. how good a match it is for a particular search query). These combine to determine your as rank which dictates where on the page your ad is placed and how many ‘impressions’ it gets – you don’t pay for impressions only clicks i.e. when somebody clicks on your advert.

For example, a search network like Google or Bing would allow a wealth management company to serve an ad that targets people searching for “wealth management firms London”. Some search terms can be very competitive with high bid prices, in these cases looking at long tail search phrases that have fewer monthly impressions may worthwhile as they may generate a better ROI.

2.2 In the display network.

The Google display network allows you to use targeting to show your ads by auction in particular contexts (like “outdoor lifestyles” or “ft.com”), to particular audiences (like “young mums” or “people shopping for a new yacht”) in particular locations.

This network is more passive in the sense that people are casually browsing websites where your ad is served i.e. it’s not as targeted as the search network.

However, it is generally a cheaper than the search network. There are however many more targeting options (by context, by website, by topic, by interest and by remarketing) and a variety of formats (including text, animated image, rich media and video ads) and sizes.

Then there is also paid on social networks which are probably better at targeting as their users are more ‘known’ to them. Different social media platforms have a plethora of advertising options available.

Lastly, remarketing is worth a special mention, it’s sometimes called retargeting or stalker advertising. It deposits a cookie on the computers of the visitors to pages on your website.  Google will then display ads specifically to those people whenever they visit sites on the Google Display Network. Again, you only pay for click through and as people don’t tend to click on these ads – this makes it a very cost-effective brand awareness tool, much like a billboard.

You also can upload a customer email list and then target customers or similar target audiences via Google Search, YouTube, TrueView and native ads in Gmail.  Do note that no purchased email lists are allowed.

 

If you would like to discuss digital advertising, remarketing or content marketing please call us on 01327 810003 or get in touch via the contact form.