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The Power of Hashtags for B2B Social Media

Social & Video /

From its humble beginnings on Twitter in 2007, the hashtag has become so popular, the word itself is now used as a verb – #hashtagging. There is no denying that the hashtag is now an integral part of every social media platform. While commonly used in the B2C space, some B2B companies have yet to embrace the power of hashtags. Why Hashtags Should Be Part of Your B2B Social Media Strategy Targeted, focused and trackable, social media marketing can be an effective tool for B2B companies. When used strategically, hashtags can make content discoverable to your audience and non-followers alike, increasing engagement, attracting new leads, and increasing brand awareness.   Here are five tips to help you harness the power of hashtags: 1. Do Your Research Your brand has a target audience, and your hashtags should too. Researching industry-related hashtags, along with competitor posts and those of industry thought-leaders, are a great place to start. What is your target audience talking about? What hashtags are they engaging with? Examine social posts with high engagement and see if there are common hashtags included. Hashtag research also helps to identify brand advocates and potential influencers.  2. Be Purposeful It’s easy to think that simply adding a trending hashtag will get your posts noticed, but the truth is, when hashtags have millions of followers, the chance your post will be seen among the social noise is small. Similarly, a hashtag like #manufacturing is very generic and can be oversaturated. But if your niche is aerospace, including a more nuanced hashtag such as #aerospacemanufacturing may be a better option. Including targeted and specific hashtags can help you reach not only more people, but the right people. Branded hashtags should also be a consideration. Including a hashtag or two that are specifically created for your company and campaigns can help identify who is talking about your company and provide insight into company sentiment.  3. Think Quality Over Quantity and Plan Per Platform A commonly asked question is “how many hashtags should be included in our posts?” Each platform has its own recommendations based on its own data. There are a lot of varying answers, which is why it’s important to experiment. What works for one brand may not work for yours. It’s key to plan per platform – don’t just choose 10 hashtags and cut and paste them into all your social posts. Recent Twitter statistics say 1-2 hashtags in a tweet is ideal, as tweets following this strategy can see up to a 21 percent increase in engagement. On Facebook, where hashtags aren’t as common and may appear spammy, lead with a less-is-more approach. Instagram allows up to 30 hashtags per post, but best practices show that is way too many. It’s important to look at each platform strategically and plan accordingly.   4. Embrace Hashtag Engagement Including hashtags and engaging with comments on your own posts is certainly important to a successful social presence. But remember that hashtags give you the ability to enter conversations and trending topics too. Follow relevant hashtags and look for opportunities to engage as your organization. Offer helpful tips and tools, industry insights, or words of encouragement to those in related fields. Strategic engagement takes time but can reap rewards by increasing brand awareness, turning those conversations into followers and customers. 5. Follow the Power of Hashtag Data Compiling a hashtag list is not a set-it-and-forget-it proposition. It’s critical to monitor and measure the performance of your hashtags. Analytics can help you identify the topics that are resonating with your audience, which posts are generating the most engagement and which hashtags might be best left off your list in the future.  Take advantage of hashtag tracking and look at the data regularly to help make informed decisions. If you don’t have the bandwidth to do it yourself, work with your agency partner to leverage the power of hashtags. We’re Ready to Power Up Your Social Media Marketing An important note to remember: hashtags should complement quality posts and content. Hashtags aren’t a magic bullet for gaining followers. They may help you get noticed, but content is king – it’s what’s going to get that reader to click follow or like. As a marketing agency focused solely on B2B, our team understands how to maximize B2B social media opportunities for clients. Connect with us – through our website or social platforms – and let’s start a conversation about the power of hashtags and taking your B2B social media strategy to the next level. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you want to learn more about how recruitment marketing can help your company, we’re here for you. Our social media marketing services can help elevate your strategy. Let’s get started.

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Digital Marketing Acronyms, Terms and Definitions for B2B Marketers

Marketing Campaigns /

The world of B2B marketing is constantly evolving. Most B2B centric companies are embracing new digital opportunities, however, for some this can be unchartered territory. No matter how much experience you have with digital marketing, it’s important to keep up-to-date with relevant digital marketing acronyms and terms which are changing and evolving every day. Knowing and understanding the correct terminology will help you effectively collaborate with your marketing agency partner and in-house teams. 20 Digital Marketing Acronyms and Terms to Help Elevate Your Vocabulary To help, we have put together a glossary of the most common digital marketing acronyms, terms and definitions: A/B Testing – A way to experiment with two versions of a marketing asset with two different audiences, such as versions of a landing page with different images or different calls to action. After the experiment, the version with the most clicks and/or conversions is typically chosen. In true A/B testing only one item should be modified between ad sets, allowing for true comparative evaluation. However, in some instances, entire ad sets will be run competitively. Analytics – Digital tools that measure and report the data collected from online marketing activities. This data should be used to inform marketing strategies to improve the current customer experience, engage the right audiences and convert those you are engaging with into customers.  Audience Segmentation – Involves dividing a target audience into different sub-groups to provide each messaging. This can help form stronger connections within a target audience, as well as highlight differing topics of concern to different audiences. Some simple ways B2B marketers may segment an audience are by location, age, job function, industry, company size and more.  Bounce Rate – The percentage of visitors to a website that leave after only viewing one page. When viewing analytics reporting, lower bounce rates are better.  Call to Action or CTA– A small section of content that tells the audience what to do next, such as to call, learn more, subscribe, download, etc. Best practice is to include a CTA whenever possible. Clickthrough Rate or CTR – The number of clicks your ad receives divided by the number of times your ad is shown = CTR. This shows how likely your audience is to click on your ad. A higher number typically indicates the quality of your ad content and your targeting relevancy in that platform or media. If you aren’t sure how your CTR stacks up – assuming you are looking to generate clicks in your campaign – contact us for an audit. We compare performance against key industry metrics for your specific market to ensure digital campaigns are running effectively. Conversion – When a visitor has completed a desired action, such as making a purchase, submitting a form or downloading a PDF. Strategic digital marketing analytics often identifies a number of different conversion points depending on audience type and sales funnel. Cost-Per-Click or CPC – The amount paid by the advertiser to the platform each time someone clicks on a paid ad. Digital Marketing – Marketing campaigns and ads that appear online via computers, phones and tablets. This can include video, display ads, social media posts and email campaigns and virtually any way you see advertising content when on a screen. Impression – The number of times an ad is shown on a user’s screen, whether it is clicked or not. Key Performance Indicator(s) or KPI – The pre-determined benchmarks that you plan to measure as indicators of success or opportunities for improvement, such as impressions, cost-per-click, shares, form submissions, etc. Landing Page – A specific webpage a user is brought to when clicking through to a website from an ad or an email and is usually utilized with paid advertising. Once the user is brought to the page, it typically promotes a certain benefit (such as a webinar registration, key product differentiator, consultation opportunity, etc.), prompting the user to take a desired action – often one of the identified conversion metrics. Mobile Optimization – Adjusting the content, code, files and structure of a website to ensure the users’ experience on a smart phone, tablet or other “mobile” device is optimal. Ideally, the site should reformat to fit the requirements and features of each. Organic Search – Search results that are not the result of a paid initiative, but rather a search engine’s evaluation of your website page content, and how relevant it is to the user’s search term. Search engines include a wide variety of factors when determining an organic ranking, including text on a page, code, background tags, text mark-up, links to the site, domain authority and more. Learn about the variety of items we optimize organic results for in our SEO services. Pay-Per-Click or PPC – Digital advertising where the advertiser pays a set fee each time the ad is clicked. There are a wide variety of PPC advertising options, including Search Text, Display, Social Media, etc. Remarketing – Also called retargeting, refers to the action of serving targeted ads to people who have visited your website. Many consumers do not convert on a first website visit. Remarketing can help to increase brand awareness or achieve a conversion goal. Search Engine Marketing or SEM – Helps to increase the visibility of a website in the search engine results page by using SEO or paid advertising, typically through an integrated digital marketing strategy. Search Engine Optimization or SEO – A process of increasing traffic to a website by improving the rank of a website on the search engine results page. Methods include optimized keyword density, backlinking and writing high-quality content. A main goal of SEO is to achieve higher success in organic search. Learn about how a comprehensive SEO audit can uncover hidden opportunities, address performance gaps, and create a clear path to sustainable growth. Search Engine Results Page or SERP – The list of results that displays on a website page, such as on Google or Yahoo, when a user conducts a search on a search engine. It can include links as well as ads, images, maps, and more, and can be personalized to the individual user. User Experience – Sometimes abbreviated to UX, this refers to the experience a user has when visiting a website or an app, such as ease of use, page speed, and aesthetically pleasing visuals. Our Agency is Here to Support Your B2B Digital Marketing Efforts Stifel Marcin uses many of these digital marketing acronyms and terms daily as we help B2B companies with the broad spectrum of their needs. If you are looking for an integrated agency to help with B2B marketing strategy, or just want to chat, fill out our contact form on this page or reach out via phone or email today. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help

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Five Considerations for B2B Marketers Debating “Bing Ads® vs Google Ads®”

Advertising & Media /

If Google® is the bride, Microsoft Bing® is viewed as “always the bridesmaid” when it comes to its share of search engine marketing and pay-per-click (PPC) advertising. But that doesn’t mean that Microsoft Ads® (formerly known as Bing Ads) shouldn’t be an integral part of your PPC strategy. Let’s explore why thinking should shift from “Bing Ads vs Google Ads” to “Bing Ads AND Google Ads.” Why B2B Marketers Should Embrace Microsoft Ads Pay-per-click (PPC) marketing allows you to communicate relevant messages to highly targeted audiences on search engines and display networks all across the web and can help you achieve goals like increased traffic to websites, growth of qualified leads and more revenue. Many marketers have a “Bing Ads vs Google Ads” mentality when developing a digital marketing strategy, but here are five reasons Microsoft Ads shouldn’t be discounted: 1. B2B Audiences are on Bing Consider that most employees are provided a company-issued PC, either a desktop or a laptop. Additionally, many business computers run using the Microsoft® operating systems, which means they are programmed to run Bing as its default search engine. Add to this the fact that many corporations prevent employees from downloading software (or at the least make downloading difficult), which can include alternate search engines like Chrome® or Safari®. This means there are vast groups of potential customers who can only use Bing, or simply use it because it’s a lot easier. If you aren’t using Bing for your PPC search ads, you are missing out on that audience. 2. Backed by the Powerhouse that is Microsoft Microsoft owns Bing, Yahoo® and AOL®. That means if you advertise on Bing, your ad can appear on all three sites and potentially their other owned partner sites (like DuckDuckGo® and MSN®). Think of it as the BOGO of PPC advertising!  3. Lower Cost Because fewer businesses utilize Microsoft Ads, there is often less keyword competition. Lower overall traffic to the site means it’s easier to get to the right target audience and get traffic often without spending more. Don’t let the thought of less users deter you. Google may own most of the market share but consider this: Bing accounts for 36 percent of US desktop searches (more than one third) and gets more than one billion visits each month.  4. Differing Demographics Bing is in the sweet spot of the decision maker age brackets as its users skew older in age (55 percent are ages 35-64) and interestingly is the popular choice of early millennials (35-44). 5. More Targeting Options One crucial point in the “Bing Ads vs Google Ads” debate is the ability to target LinkedIn audiences in Microsoft ads. Why is that? You guessed it – Microsoft owns LinkedIn® too. With LinkedIn such a key tool for B2B marketers, this is a huge advantage. If you want to target specific companies, industries or job functions, Microsoft Ads is worth the investment. Microsoft Partner for B2B Clients As both a Microsoft and Google Partner agency focused on clients in B2B fields, our team works to ensure marketing goals, technical benefits and an understanding of your unique target audience is included in all PPC advertising. If you are contemplating the “Bing Ads vs Google Ads” question, or you’re considering adding PPC to your marketing mix, we want to talk with you. Complete the form on this page or contact us and someone from our team will be in touch. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. Our experts can precisely target your audience no matter where they are online for maximum ROI. Reach out today.

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Marketing Monthly Retainer: 5 Benefits & Considerations

Lead Gen Tactics /

If your business is thinking about outsourcing some or all of its marketing needs to an experienced agency like Stifel Marcin, you may have heard the term “marketing monthly retainer” and wondered if this type of agreement is right for you. Typically, businesses will enter a marketing retainer with an agency partner when considerations such as cost control, budgeting, ease of work, quick response from a dedicated team, and more, are paramount. At Stifel Marcin, while we can work on a per-project basis, we find when we develop on-going relationships with clients, we are able to optimize services and provide continuous advice to help you achieve your goals. Working with an agency that understands your business specifics, is aware of the assets available, and is already up-to-speed on your marketing strategies and goals can help efficiencies and results. A marketing monthly retainer establishes that partnership and defines the terms. And for busy marketing, sales and HR teams, knowing that an outside marketing agency is ready and able to assist can be crucial.  Marketing Monthly Retainer Agreement Benefits There are many advantages when entering into a marketing retainer agreement with your chosen agency partner: 1. Clear Budget and Scope of Work  Under a retainer agreement, a client will typically pay a fixed monthly or quarterly fee. The retainer will also define the number of hours dedicated to the client per month, with both parties agreeing upfront regarding identified needs and expectations. Think of this as budgeting made easy. You’ll know what you’re paying each month and your agency will develop a clear plan of action that stays within that budget. Your expert partners should understand how to optimize spend across every channel, increasing your ROI while achieving the best results. You also won’t need to go through contract creation and approval each time you need outside support. 2. Increases In-House Team Efficiencies  Clients who outsource B2B marketing services often find that their internal team operates more effectively. If your company has engaged in a marketing retainer agreement, your staff has a clear understanding of what the agency will accomplish, typically with a clear plan of action established, freeing them to focus on the tasks that they do best. Collaborating with experienced specialists often saves both time and money, as your organization does not have to invest in more internal staff or tools to achieve results.  3. Access to Resources We often hear from clients about the challenge of keeping up with changing technology that marketing in 2022 requires, and their limited internal tools and budgets. Modern advertising and marketing have undoubtedly become more complex. There are more digital solutions to track customer behaviors and increasingly diverse touchpoints required in the B2B sales cycle. Working with a skilled partner like Stifel Marcin allows your company to benefit from the latest resources and tools, and the expertise needed to use them effectively, to generate leads and sales. When you have contracted with an agency using a marketing monthly retainer, you and your agency partner will have planned and budgeted, ensuring you have the right technology and resources for the full scope of work. 4. Collaborative and Consistent Support Working with a marketing agency on retainer provides regular access to experts (even when you might need them unexpectedly). This cooperative relationship allows the agency time to thoroughly get to know and understand your business, its goals and any changing needs and priorities over time. Your agency partner will take their deep knowledge of communications techniques and marketing trends to customize a plan that is unique to your needs and goals. With a consistent relationship comes increased understanding, efficiencies and support. Here at Stifel Marcin, we believe that collaboration drives successful results. Together, we can generate more ideas and solutions that help your brand grow. 5. Transparent Reporting  Reporting is an important factor in building a trusted partnership. Certainly, as the client paying the monthly fee, you’ll want to understand how your budget is being spent and what results are being generated. Scheduled and detailed reporting allows for candid conversation about what is working, opportunities for improvement, suggested adjustments when necessary (based on data) and continued strategy planning. What Might a Marketing Retainer Cover? A marketing retainer agreement with an agency like Stifel Marcin may include services such as:  • Marketing strategy• Search engine optimization (SEO)• Social media marketing• Content marketing• Paid advertising (PPC)• Email marketing• Web development• Performance analysis and more. Our integrated services help you plan and deploy effective marketing strategies and campaigns with the future of your business in mind. In many cases, we will artfully combine a variety of methods to meet your unique KPIs.   When is a Marketing Retainer Not the Best Option? A marketing monthly retainer agreement is not the only possibility when partnering with an agency. A different contract agreement may be a better option if: • Your business has specific project-based needs with a specific timeline/completion goal, for instance the development of a new website. • Your organization does not have on-going/monthly marketing requirements or a sustainable budget. This is often the case for companies starting new marketing efforts that are working to build a core archive or marketing assets. • There is a budget for a specific spend/activity. If your budget is constrained to a particular marketing tactic, then a marketing retainer might not be for you. • You are not ready to make a full commitment. If it is the first time you are working with an agency partner or outsourcing services, a project-based contract with a defined timeline can be a better option to get to know the agency and evaluate the partnership. Read more about how to outsource B2B marketing services and ask questions about various agreement options during your agency research/RFP.   A B2B Marketing Agency Partner Dedicated to Your Success   When you work with Stifel Marcin, you are working with a team whose full-time job is to understand and reliably execute integrated strategies, including the services listed above. If you are considering working with a marketing agency for the first time or have questions regarding a

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What to Look for in a Marketing Agency

Marketing Campaigns /

If you are a B2B company looking to grow your customer base and increase revenue, the right marketing can take your business to the next level. But strategic marketing takes time and resources, some of which your organization may not currently have. This is when hiring an experienced marketing agency can be a wise investment. But to achieve the results you’re looking for; you need to select the right agency. Here are five factors to take into consideration when thinking about what to look for in a marketing agency: 1. ValuesWhen searching for a marketing agency, it’s important to consider their values. What are the beliefs and attitudes that drive their business? An agency should listen to you intently, so that in turn they can communicate your brand’s uniqueness in the marketplace. They should be a champion of your industry and lead with respect, open-mindedness and accountability. If an agency has a value statement on their web site, share it with internal stakeholders who are decision makers in the selection process. 2. Experience and KnowledgeTake time to research the agency. Consider how long they have been in business, make note of the types of clients they work with and study their portfolios, blogs and social media channels. Do they share outcomes and measurable results? Do they share thought-leading content? What are their specialties and services? If you’re looking for an agency experienced in digital marketing, but their main expertise is public relations, the overall alignment might not be the best match for your needs. If your company is in a specific niche, such as medical manufacturing or technology, speak with an agency well versed in that vertical. While an agency with a wide variety of clients across industries is valuable, one that is experienced and understanding of your area’s nuances can make collaboration easier from the start. 3. CompatibilityWhen you work with a marketing agency, both your company and the agency must work together. Transparency up front from both parties is crucial. Be clear about your goals and objectives and how much work you’re looking for the agency to do. It’s key to find an agency that will listen to your needs and offer solutions that best serve your unique challenges. Consider how you’ll best work together. Do you prefer regular in-person meetings or is remote support a better fit? It should also be clear from early communications who will be handling your account and what processes and tools are available to make collaboration the best it can be for both the organization and the agency.  4. Long-Term RelationshipsWhen asking the question what to look for in a marketing agency, an important one involves client retention. Search out reviews, look at online portfolios to see track records of successful work with partners and consider reaching out to current clients for their insights and recommendations. A great sign is when an agency is transparent about their average client retention rate. Clients who keep coming back and engaging in new projects is one you’ll want to consider! 5. Strong CommunicationLikely from the first conversations with an agency, you’ll get a good sense of their communication style. A clear plan that details how often parties are meeting, how best to share updates and what kinds of results reporting are expected should be established up front. You should also feel comfortable sharing positive feedback and constructive criticism. A partnership works best with honest and respectful communication. Be clear in how the agency can best communicate with your team (i.e. detailed weekly emails, dashboard reports, a half-hour phone call) and how it’s best to reach you in times of urgency (email versus phone). And vice versa – understand how best to communicate with your agency partner as well to drive success. An Extension of Your Company It’s important to know what to look for in a marketing agency when embarking on the search for the right partner. After all, collaborative relationships drive successful results. Making the investment in an agency partner to reach your goals can help your B2B company reach its full potential. If you’re considering using a marketing agency for the first time, we’re here to help. Fill out the form on this page or contact us and let’s talk. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. Have more questions about what to look for in an agency? Reach out today and talk to our team.

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Does Google My Business Help SEO?

SEM, SEO /

Stifel Marcin’s search engine optimization (SEO) plans often include Google My Business, which can be helpful with site ranking and visibility among local customers.   What is Google My Business? This free tool helps businesses create and manage their online presence within Google – the largest search engine in the world – within their search engine and maps applications. For companies with one location, or many facilities, there are many benefits of utilizing Google My Business, including helping to elevate your visibility within the vicinity of your physical locations. Move Over Yellow Pages Besides indicating where your business is located, one of the benefits of Google My Business is it gives you the ability to select five categories to affiliate with your business listing. Similar to the old yellow page listings, these categorizations aid customers in finding your products and services. Pick five phrases that describe your industry and focus, and Google will list you in that category. At least one of the categories must be an established Google classification, but the other four can be customized. For example, if we searched for “Italian Restaurant” the first three listings are for national chains. But if we search for “Italian Restaurant Hartford CT” the first listing is a site that has been optimized for that phrase, and the rest are Google My Business listings. Google Knows Where You Are Here’s the catch – note on our general “Italian Restaurant” search example, we said only the top three hits were national. After that, six listings were nearby locations in Google My Business. Google is pretty smart. First, it knows where you are. If you are using Google on Desktop, it uses an IP address, but if you are searching on mobile, it knows your longitude and latitude and can pinpoint your exact location. It’s the same technology used in driving navigation apps including Google Maps and Waze. Second, its search engine optimization algorithms identify terms Google thinks you might want localized results for. This is weighted more with terms like “restaurant” or “hospital,” but Google has begun to list anything it can easily identify as a location or business with related Google My Business listings. So, if you type in “plastic manufacturer” your search results will include local Google My Business listings alongside websites that rank highly for those keywords. Impact on SEO The above example demonstrates why Google My Business is not a substitute for a search engine optimization strategy, but a compliment to it. A properly optimized website is extremely important to ensure your business is visible when and where customers search for your products and services. When they search in Google, results include both Google My Business listings and website pages. In fact, the better your search engine optimization, the more likely your business will show up within Google My Business results because Google favors relevant, helpful and valuable search results and weighs sites with good SEO more heavily than others. Google may also rank you for phrases you don’t necessarily want. For example, we set-up an SEO package with Google My Business profiles for a large practice of eye physicians. All of the doctors were ophthalmologists. After a few weeks, the client called and asked why their doctors were also getting listed as “optometrists” – a less specialized type of eye doctor. Google had extracted a few words out of their practice’s website that referenced optometry. Then Google applied its own “understanding” of the word “optometry” and decided that those two factors made it a relevant search term. Search Engine Optimization Maintenance Search engine optimization is not an exact science. It takes ongoing maintenance and monitoring to be sure you are listing where you want, and don’t fall in the rankings. One of the benefits of Google My Business is that it’s a great tool to add to your SEO arsenal, but make sure it’s just a component of this essential marketing strategy. Looking to Optimize Your Google My Business Listing? Let our SEO experts set up or review your listing to ensure it compliments your larger search engine optimization strategy. Contact us and someone from our team will be in touch! Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If your interested in learning more about our Google My Business optimization services, let’s talk.

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Benefits of a Certified Google Ads Agency

Lead Gen Tactics, SEM /

Having a certified Google Ads agency working on your PPC advertising ensures you are maximizing budget, generating quality leads, and using your advertising dollars effectively. A Google Ads Agency Partner You Can Trust Simply running your ad via Google Ads is seemingly very simple. However – and we can’t stress this enough – knowing you are effectively advertising and monitoring the return on your spend is substantially more complex. A well-run Google Ads campaign can generate thousands of dollars in new sales and pays for itself. A campaign that is set up and forgotten about, lacking the strategic expertise of a Google Ads agency can be a huge waste of those funds. To help you evaluate your use of Google Ads and help set up your campaigns for success, we have compiled a list of basics our certified Google Ads agency addresses when helping clients with their PPC advertising: Google Ads Certified Advertising for B2B Clients As a certified Google Ads agency focused on clients in business-to-business fields, our team works every day with companies in manufacturing, medical industry, and technology. Our team has a special focus on Google Ads advertising for the B2B market, and we work to ensure marketing goals, technical benefits and an understanding of your unique target audience is included in all Google advertising. Thinking about trying Google Ads advertising as part of your marketing mix? Contact us and someone from our team will be in touch. We’re happy to discuss your needs and the ways Stifel Marcin’s Google Certified experts can help. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. If you have questions about digital advertising, we’re ready to help. Let’s talk.

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The Importance of a Strong B2B Brand Identity for Manufacturers

Corporate Branding /

Stifel Marcin has been working with manufacturers and industrial clients for more than 20 years. In that time, we’ve witnessed a dip in the industrial marketplace as well as a resurgence. These hard-working, growing companies have a great story to tell but often struggle to tell it; how they’ve delivered when competitors could not; how their products are superior; and how their capabilities directly meet unique client needs. Therefore, it’s important to work with proven industrial marketing experts to develop a strong B2B brand identity to support your unique products and services. The Importance of B2B Brand Identity in Demonstrating Manufacturing Leadership A large number of our manufacturing and industrial clients provide customized parts and services. They either alter standard designs to fit unique requirements or create brand-new solutions. In these instances, the importance of having a strong B2B brand identity to communicate your company’s benefits and leadership capabilities is critical to ensure customers that you are the right group for the job. We work to market the complete package: your technology, equipment, engineers, experience, track record and company culture to demonstrate that your company will indeed deliver. Promoting your company’s manufacturing leadership shouldn’t be confined to your mission statement. Your leadership needs to be consistent throughout all your marketing and sales efforts. Your brand image, website, advertisements, even your on-hold message, should speak to your well-developed brand message. Marketing Manufacturing Leadership vs. Price Demonstrating a company’s leadership and breadth of capabilities is integral to any manufacturer’s marketing plan. We work to highlight how your services and products make life easier for your customers. There was a time when overseas manufacturing beat out a lot of bids, simply by price. Even with shipping, the cost per piece was the main factor driving decisions. But what people quickly realized was, that while the price per piece was lower, these vendors were often more expensive in the long run. Quality standards weren’t the same, materials were inferior, customer service was lacking, and hence more work was done to make the arriving order acceptable, increasing the overall price. Demonstrating and marketing your company’s value-added services in this globally competitive marketplace is critical. It defines why they should choose you, no matter their main decision-making factor (price, service, etc.). With the importance of B2B brand identity top of mind, to develop this essential brand messaging we learn about your company, and ask questions about your processes: Defining your benefits and getting that message out is critically important when marketing for manufacturers, industrial and technological clients. We learn about your company, help to define your message, and work to market your leadership and capabilities across all your marketing and advertising. Things to Consider When Marketing Manufacturing Defining a marketing message is often more complex for manufacturers. Some of the techniques we use when marketing a manufacturing or industrial company include: We Speak Manufacturing We understand the importance of B2B brand identity. Our technological and manufacturing website designs target the right audience. Our designers and search engine optimization copywriters understand the language of the B2B world. Often the audience is made of engineers and purchasing agents. Customers that need something very specific and want to be sure your company can deliver and can be trusted. Stifel Marcin has worked with clients in the manufacturing, industrial, medical/life sciences and technological fields for 20 years. We offer a complete line of advertising and marketing services and work with you to become an extension of your company. Give us a call or fill out the form to get in touch. We can talk about your business, the importance of creative marketing and B2B brand identity, and look at the ways Stifel Marcin can help position you for growth. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. Our branding services will convey your brand promise and position to the right customers. Contact us today. Share this…

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Outsource B2B Marketing Services: 5 Tips

Lead Gen Tactics, Marketing Campaigns /

Whether it’s workload challenges or shifting day-to-day needs, many organizations struggle with how to effectively develop and implement marketing strategies. Choosing to outsource B2B marketing services to an experienced agency can be a wise investment. The right partner will work with you to craft a solution that meets your needs and budget, and most importantly, effectively achieve your goals. When companies decide to outsource their marketing, many find they can sustain their initiatives for a longer period than if efforts were handled in-house. We often hear from companies that they significantly increased their KPIs (key performance indicators) after they partner with our marketing firm. An agency partnership can provide access to specialists with knowledge and resources that you likely don’t have in-house. Collaborating with that expertise can ensure effective strategies are developed, and your plans are built with a detailed knowledge of platforms, tactics and trends. Additionally, when you outsource B2B marketing services to an agency, they offer integrated teams that are accustomed to working to meet budget and timeline requirements. Maximizing Results When You Outsource B2B Marketing Services If your company has decided it is best to outsource some or all of your marketing needs, here are some tips that will help you optimize the process. If you are still evaluating solutions and not ready to start contacting vendors, check out our article about what to look for in a marketing agency. Be Clear About Your Goals – As a team, identify and discuss your marketing goals. Perhaps it’s brand awareness, lead generation, revenue growth, or increased engagement. Share your KPIs with potential partners, and explain why and how you are evaluating those metrics. At Stifel Marcin – The B2B Marketing Agency, when we start to work with a new client who has clearly identified KPIs, we are better able to make strategic recommendations and craft plans that effectively work toward, and even surpass, those goals. Beyond the KPIs the agency is judged on, we are here to help you and your team succeed. Do Some Calculations – Estimate (or clearly define if you can) what your budget is for marketing services. This information will be very helpful during initial consultations with a prospective agency partner. It might be tempting to talk more generally to see “what it will cost,” but this can be confusing and even counterproductive. With the incredibly wide variety of options available to marketers today, and the rising costs of media buys (such as PPC ad placements), your agency partner may suggest ideas – that while viable and valuable – quite simply are not in your budget. Research the Right Type of Agency – The right marketing can take your business to the next level, so finding an agency partner that fits your needs is crucial. If, for example, you need assistance with recruitment marketing, speak with an agency with proven results in that vertical. In the B2B world, an agency experienced with the nuances, opportunities and challenges of your industry can make all the difference. At Stifel Marcin, our team is well versed in B2B, and for more than 20 years has helped brands convey their story, benefits and solutions to the right target audiences. Create an RFP – A request for proposal (RFP) allows for clear comparison among agencies. Defining the scope of the project, the reference materials you already have, what you can provide, and what you expect for results will set the stage for success. Agencies may have a wide variety of approaches, and being clear can help you make an “apples-to-apples” comparison of the differences in tactics, costs and expected deliverables you will have when you outsource B2B marketing services. When you have internal marketing resources – existing materials, research documents, assets, brand standards and more – share that insight in your RFP as well. If you identify where you are looking for agency input, and how you can support the agency’s efforts, often this can impact costs and deliverables. Try to be as clear and specific as possible. When a client tells us why and how they want to help in the process we can properly plan. For instance, if your team will be writing the technical content because you better understand the nuances of a product, or if you plan to code an agency-produced design into your private CRM, we can help plan budgets, timelines and cost. Overall, a detailed RFP gives the understanding that results in a detailed (and accurate) quote. Keep an Open Line of Communication – The best laid plans should be continually evaluated. One of the challenges of being an outside agency is that we don’t know what happens “in-house”. With regularly scheduled check-ins, meetings and discussions we can improve our understanding of your business and any changes happening in your industry that could impact marketing and sales. This allows us to adjust our tactics accordingly. Collaborative Relationships Drive Successful Results Choosing to outsource your B2B marketing services can be a big decision. Stifel Marcin is here to answer your questions and listen to your needs. Contact us and let’s get started. Stifel Marcin – The B2B Marketing Agency Unlike many advertising and marketing agencies, B2B isn’t just something that we do, it’s all we do. We’ll work to help your brand achieve its goals through the strategic combination of creativity, communication and technology. Our focused client intake processes give us the ability to thoroughly understand your business, products and objectives, working to identify the competitive advantages and opportunities that will grow awareness, leads and sales. We develop innovative marketing plans with strategic, data-driven processes, presenting complex ideas and compelling messages that position your business ahead of the competition. As your cooperative partner, our integrated B2B marketing agency is dedicated to your success. Whatever your outsourcing needs, we can help. Reach out today.

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The Value of The Manufacturing Directory Thomasnet® in Manufacturing

ABM, Websites /

With so many online tools, marketing platforms and media options, the resources available to manufacturers to market their company and generate leads is greater than ever. However, as options expand, so do the performance metrics that need to be evaluated to identify which marketing dollars are leading to return. Most veterans of the manufacturing space know about Thomas Register®, now ThomasNet. This former “yellow pages for manufacturing” has been around for decades, and their promotional tools and packages have struggled to evolve alongside today’s marketing and sales technology. Despite a revamp of the ThomasNet industrial suppliers directory in 2019, a quick search online shows that many manufacturers are frustrated with the limitations and trappings of the ThomasNet supplier search engine. Often, businesses report spending more and more money while not increasing their ROI. In recent years ThomasNet enlarged its platform and expanded its offerings to include more services. From online business listings to website design and even content development, this supplier search engine offers packages to handle these activities on your behalf. But time and time again, our clients report these services are highly templatized. In the world of B2B marketing, a stamp-and-repeat approach simply does not work, and can ultimately leave you with a website, search engine optimization, content, and marketing materials that don’t work effectively together. While ThomasNet has worked to position itself as a marketing and advertising agency for manufacturers, it is important to understand that agencies like Stifel Marcin are not competitors of this supplier search engine. Stifel Marcin offers a holistic approach to your marketing, customized solutions, and expertise that the industrial suppliers directory ThomasNet and its competitors simply cannot. We apply our team’s B2B marketing expertise to your company, your products, your services and your marketing goals. Our plans are tailored to your needs, and there is no “one size fits all” mindset in anything we do. Our B2B digital, content, marketing strategy and SEO capabilities are run by people who work like an extension of your company – your in-house marketing team that happens to not be “in” your house. Please note, there are times that ThomasNet can fit well into a marketing strategy, and for some companies they can generate leads and sales. This article is intended to provide insight and transparency, and we’ve compiled a series of tips to help you evaluate the value of the ThomasNet supplier search engine in your marketing. 1. Agency Website Development Services Build for Total Ownership While ThomasNet Database Can Limit Owner Control Manufacturers can sign on with ThomasNet to build their website and take care of updates and changes. This supplier search engine develops and integrates its websites into their backend databases, templates and network of directories. Often, this means they are building your website, but the backend is driving to their web properties. Most lead generating forms go through their system, placing ThomasNet as an intermediary to your leads. While this approach may make sense for some, it leaves you with a build that is highly-reliant on staying with ThomasNet. Often, working with another marketing partner to make changes or updates may be difficult – or even impossible – to do. There is virtually no option to move away from this supplier search engine as your website relies on your platform. If you use their website development services, you cannot download your site and move to another platform, without extensive rebuilding efforts. With Stifel Marcin’s website design services, your site – its text, images, optimization and databases – are all yours. These are tangible deliverables you control. Some ThomasNet customers reported that they feel as if their site is “trapped”. They must pay their fees to this supplier search engine in order to retain limited control of the site and the lead generation from it – no matter what the ROI is on that spend, or what other outside business factors that may be affecting a company’s marketing budget. Stifel Marcin has built our operations to act like your partner. Our marketing, SEO and web development teams collaborate with you to understand your business. We digitally-position your brand to maximize your return on the project and align your business for growth for years to come. 2. The ThomasNet Industrial Suppliers Directory vs. Organic SEO Services Organic search engine optimization (SEO) has changed how everyone does business. It levels the playing field in a way, favoring the relevance of your page content in the rankings. If your website and its content are developed correctly and include the right search keywords and phrases, you can place alongside competitors – and even surpass them in rankings. The beauty of SEO is that, when done well, you continue to reap the benefits of it long after you put the work in. Web pages, blog posts, educational content, and more can all continue to generate relevant traffic to your website if you have a thoughtful SEO strategy employed by experts who know what they are doing. ThomasNet claims it will help you rank on Google or Bing for keywords most relevant to your business and your offerings. But many companies find that, more often, their system ranks and drives traffic to their own web properties – listings on the ThomasNet industrial suppliers directory – as opposed to your company’s website. At Stifel Marcin, our search engine optimization is focused on enhancing the organic visibility of your website and its pages. Our experts work to ensure the copy on each landing page is aligned with a comprehensive keyword strategy. We create clear sales funnels and user experience paths. The goal is not only to increase traffic, but to increase the quality of that traffic, and to drive leads for your business. Our track record is proven – with two decades of industrial marketing and web development expertise. 3. A Data-Driven Marketing Approach Over ThomasNet Industrial Suppliers Directory Placement ThomasNet industrial suppliers directory pricing is usually based on the competition in your category. Often, there is little choice on what you will spend. Some of our clients have reported an approach like this: If you

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