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Digital B2B Advertising Platforms: Which Ones are Right for Your Business?

Leave a Comment / Advertising & Media, Lead Gen Tactics, Social & Video /

With Americans spending an average of 10+ hours a day logging screen time (4+ hours of that on a mobile device), savvy marketers have increased digital marketing tactics, serving their messages to prospective and current customers on those screens. As pay-per-click (PPC) advertising grows, your strategy not only needs compelling messages and stand-out visuals that grab attention, but thoughtful decisions about when and where those ads should appear. With several B2B advertising platforms to choose from, you may be wondering which networks will best fulfill your marketing goals. Let’s explore the most popular B2B advertising platforms and their benefits: Google Ads® Without a doubt, Google is the most popular search engine in the world, making it a likely choice among B2B advertising platforms to include in your overall PPC strategy. Google offers a large range of targeting options to help ensure you’re reaching your right audience, including, but not limited to: · Demographics· Search history· Interests· Life events Along with these targeting options come types of ad choices as well. Depending on your business’ overall goals, either of these ad types (or a combination of both) can be beneficial: Google Search Network serves text advertisements that include a URL link, title and description at the top or bottom of search engine result pages (SERP) based on the keywords of a user’s query. For instance, a Google search of “online car sales” displayed this ad for Carvana® at the top of SERP results. Ads can appear across multiple Google sites, including Google Play, Google Shopping, Google Images and more. Utilizing Google Search Partners, your ad can also show on a number of Google/Alphabet-owned websites when a user conducts a related search. It’s important to note that these ads only show to users who are searching for a particular product/service or looking for an answer to a specific question. Google Display Network showcases visual “display” ads as opposed to text-only advertisements. Unlike search ads that only show on SERP, display ads can be served across Google sites, on social media, within email and on millions of webpages. When working with a skilled agency partner like Stifel Marcin, you will know your display ads are highly targeted, based on parameters mentioned above, serving to target audience personas more effectively. While running an ad on Google can seem simple, effectively advertising and monitoring campaigns, optimizing results and ensuring ROI is not. B2B advertising platforms like Google benefit (i.e. profit from) increasing advertisers, and driving up a company’s spend. Making it seem simple to set up a digital PPC campaign launch is in Google’s interests. As a certified Google Ads agency, our team has expertise in Google Ads marketing for the B2B market. See how our Google ads management service experts can craft a strategy for your business that meets your goals and maximizes ROI. Microsoft Advertising® (formerly Bing Ads®) With the visibility of Google, some marketers have overlooked Microsoft Advertising. While each business has unique needs and goals, we believe that in many instances, the thinking shouldn’t be “Google OR Bing,” but rather “Google AND Bing.” As a typical rule of thumb, B2B customers are on Bing. Consider that most employees use a company-issued PC that uses MS operating systems (including Bing as the default search engine). If your targets are people at these companies, you may find this search engine is a smart place to make an investment. Major benefits of Bing/Microsoft Ads include: · The ability to run a campaign not only on Bing, but on other Microsoft ownedproperties like AOL and Yahoo· Many targeting options, including location, demographics, time of day anddevice type· Less keyword competition, typically making the platform a more budget-friendly choice· Remarketing messaging to drive potential customers back to your website· A variety of advertising formats, including expanded text ads, multimedia adsand product ads· Leveraging LinkedIn data to help with targeting (Microsoft owns LinkedIn) If it aligns with your business goals, our Bing Ads management service can help you reach more users. Also, check out our article “Five Considerations for B2B Marketers Debating “Bing Ads vs GoogleAds” for more information. Native Ads Think of native ads as “non-disruptive” advertisements that blend in with the flow of the website page on which they appear. Often they have a more organic feel in the overall space, vs a traditional display ad that would appear at the top of a search or in a sidebar. In many cases the ad may look like editorial content. On a social feed, that may look like a sponsored carousel post. If you notice content that states it is “recommended” for you, you’re likely looking at a native ad. Native ads are a hot topic as marketers prepare for a cookieless world. B2B advertising platforms offering native advertising promote the ability to target audiences based on subject matter. Simply put, this approach would serv an ad with content related to the article. So, in the above example, if Carvana wanted to serve native ads, they might select a series of articles related to automotive topics. Social Media B2B Advertising Platforms Social media is increasingly critical to an integrated marketing plan. When used as part of a holistic, strategic plan, social media advertising can reap rewards in increased brand awareness, web traffic and leads and is a proven part of the B2B buyer journey. The ability to A/B test ads also offers insights into customer needs and wants. Of note – 75 percent of B2B buyers and 84 percent of C-level executives are influenced by social media when making purchasing decisions. Targeted social media advertising can position the right messages to the right audience at the right time. The B2B advertising platforms offered by social media sites are robust. And as we prepare for a cookieless future, they also provide marketers with a variety of valuable interest and profile data that can be used in targeting. Facebook® Facebook is one of the most widely used social media platforms, with an estimated 89 percent of U.S. B2B marketers using it for brand awareness, lead generation and more. With

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

Leave a Comment / 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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Digital Advertising in a Cookieless World: What You Need to Know

Leave a Comment / Advertising & Media, SEO /

As online consumer data protection and subsequent privacy regulations evolve, cookieless tracking will continue to impact the future of digital advertising. While browsers like Apple’s Safari® and Mozilla Firefox® have already limited third-party cookies, tracking restrictions will soon be implemented by Google Chrome®, the internet’s most widely used browser. Combine these players with other digital platforms and social media sites, and one can envision a future where our digital paths are much more guarded. In addition, with less data tracked, that means less data shared. In recent years marketers have had access to huge data houses, most often through digital marketing platforms. These houses aggregated and combined user data – sorting, storing and sharing their Big Data with marketers. While none of these big players are ready to say exactly how they will change, without question, a huge shift in digital marketing has begun. With big changes come big uncertainties, and many marketers are now closely examining how to best tackle a cookieless world. What is a Cookie? As defined by the FTC, a cookie is “information saved by your web browser. When you visit a website, the site may place a cookie on your web browser so it can recognize your device in the future. If you return to that site later on, it can read that cookie to remember you from your last visit and keep track of you over time.” Cookies allow for a more personalized online user experience, but not all tracking cookies are the same. Let’s explore in more detail:First-party cookies are created by the website that a user visits.  For example, if visiting a website requires a log-in and password, first-party cookies will allow the user to sign again without having to re-enter their information. If you’ve shopped online, you’ve likely entered items into your shopping cart, exited the site without purchasing and then come back to the site to find the items still in your cart. That’s first-party cookies at work. Unlike first-party cookies that remain only on a single domain, third-party cookies track users around the internet, usually with the intent of serving online advertising. Going back to the example above, if you’ve left a shopping site after looking at items online, only to visit another site and see ads for the items you were exploring on the previous website, you’ve been tracked by third-party cookies (in this case served with a remarketing ad). It’s these cookies that are used for audience profiling and ad customization. And its third-party cookies that are soon to be prohibited by Google Chrome. What Does a Cookieless World Mean for Advertising? In short, by the end of 2023, marketers will not have access to data provided by third-party cookies. Marketers and advertising services that rely on third-party cookies to target users will have to now rely on first-party cookie data, which remains accessible, along with newly developed tools like Google’s own “Privacy Sandbox,” ad technology designed to personalize ads while honoring user privacy. With a cookieless world near, many marketers are exploring cohort-based marketing. As explained by Google, “a cohort is a group of users that fall under common criteria.” Instead of personalized targeting to users based on third-party data, cohort advertising would target users within a common interest group. Google has also proposed a new “Topics API” designed to identify a user’s top interests during a three-week time period based on website activity. Websites could opt-in to the Topics API to serve users with personalized ads involving topics like travel, movies, auto, beauty, etc. As of now, Google plans to start with 350 topics categories. Tracking and understanding user’s online behavior and interests will no doubt be more challenging. The lack of third-party data will impact numerous tactics, from behavioral targeting to ad retargeting. Building and securing your own first-party data becomes even more crucial and scaling your tech tools and teams for the new changes does as well. The Time to Test is Now As the old saying goes, the only constant is change. Cookieless tracking may not go into effect on Google until 2023, but marketers can and should stay ahead of the curve by planning and testing cookieless strategies now. Partnering with an experienced PPC advertising agency like Stifel Marcin can help your B2B business stay abreast of the changes, while optimizing campaigns for maximum ROI. As both a Microsoft and Google Partner agency, our team works to ensure marketing goals, technical benefits and an understanding of your unique target audience is included in all PPC advertising. Since mid-2021, marketers have been warned to prepare for a cookieless world. And entities like Google and Microsoft don’t change overnight. While 2023 might be the actual final implementation that requires cookieless tracking, many expect these changes to begin sooner. Already many of us have greater ability to block tracking through our iPhones, apps, website visits and personal devices – which present prominent messages about data handling. If you’re considering how to best pivot to a cookieless tracking ad strategy, we want to talk with you. Complete the form on this page or contact us and a member of 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 you have questions about digital advertising, we’re here to help. Contact us today.

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Digital Marketing for Manufacturers: A Roadmap for Success

Leave a Comment / ABM, Advertising & Media, Content Marketing, SEO, Social Media /

Digital marketing has rapidly become a necessity to remain competitive in today’s manufacturing marketplace. With many B2B buyers turning to digital platforms to research, purchase, and engage with products and company leadership, manufacturers must take advantage of digital marketing strategies to reach potential customers and stay ahead of the competition. By utilizing the power of the web, social media, and other digital marketing tools, manufacturers can create an effective and efficient strategy that will help them reach more customers, build awareness of their products, and increase their sales. What is Digital Marketing? Digital technology is front and center in our daily lives. Digital marketing allows companies to interact with consumers in a more direct way, in real time, and where they are at – on screens. With Americans spending 10+ hours a day on a screen, savvy marketers have increased their digital marketing tactics, serving messages to prospective and current customers where they’re spending valuable time. There are many online tools available to help promote your products and services through paid campaigns, digital placements and website experiences. But knowing the right way to use these tools is critical for success. Expert digital marketers know how to create results – and typically at a lower cost than traditional marketing methods. Digital marketing tactics include: • Search engine optimization (SEO)• Pay-per-click advertising (PPC)• Remarketing• Content marketing • Email marketing• Video marketing• Social media• Apps and interactive tools, and more. How Does Digital Marketing Benefit a Manufacturing Business? Excellent question! Digital marketing for manufacturers can reap many rewards, including increased brand and message awareness, more leads and conversions and improved loyalty. Perhaps the most notable benefit is that it provides a unique opportunity to customize a user’s experience. Unlike brochures or print ads, digital campaigns can be highly targeted and designed for various customer targets, ensuring a more personalized brand connection to your prospects. Digital marketing is typically more cost-effective as well. Especially beneficial for manufacturers with limited resources, digital services can be strategically combined based on business goals, targets and budget to maximize impact.  Not to be understated is the ability to measure your marketing results. With any marketing spend, being able to analyze and measure results is invaluable. As we always say, “data tells a story,” shedding light on web traffic, content performance, and more. Data sources like Google Analytics® allow marketers to make insightful decisions – showing ways to increase performance when campaigns are yielding positive results and knowing when and how to pivot when there are opportunities for improvement. Digital Marketing for Manufacturers: 8 Tips to Maximize Results and ROI Below we explore eight digital marketing best practices to help set your organization on the road to success: 1. It All Starts with a Plan To meet your marketing goals, you first must define them, and plan the strategy to help you achieve them. Establishing clear and measurable KPIs (key performance indicators) – like lead generation, brand awareness or customer engagement – can help ensure that your marketing plan is aligned with overall business goals. Important during the planning phase (and refining along the way) is the identification of your target personas. Understanding who your ideal customers are, their pain points, and best ways to reach them are key pieces of information for your action plan. Creating a strategic digital marketing plan can seem daunting. Our work in digital marketing for manufacturers can create unique opportunities tailored to your company’s needs and deliver quantifiable results. Reach out, our experts are ready to help. 2. Review Your Website for Conversion Opportunities Evaluating your website for conversion potential (or CRO – conversion rate optimization) is an important step in improving your online presence. Looking for potential barriers to conversions, such as unclear calls to action (or asking too many), slow load times or difficult navigation, can help identify areas of your site that are working optimally or those that need improvement. Your CRO ultimately should relate to those KPIs that we discussed above. For instance, digital marketing for manufacturers may include goals like achieving higher search result rankings, increasing web traffic, growing customer engagement, and improving your pipeline of qualified leads. Reviewing your website with these goals in mind can ensure that your online presence is optimized for success. Do you have clear CTAs? Are forms easy to find and fill out? Some simple website improvements can lead to more conversion opportunities. Our website design experts can help you achieve your goals and set your company apart from the competition. 3. Implement SEO to Drive the Right Traffic to Your Site SEO (search engine optimization) is a critical part of any successful digital marketing for manufacturers strategy. Not only does it help businesses reach target audiences by increasing visibility but, when smartly executed, it can lead to increased conversions, leads and sales.  An added bonus – organic SEO typically tops the list when it comes to the best long-term ROI. SEO provides your marketing team with valuable data that can help you understand: • Key search terms prospective customers are searching online.• Pain points and challenges that prospects need to solve.• Types of content that will best serve their needs.• How current and new competitors are ranking.• How to plan your website to expand your traffic, and ultimately, your sales. Eighty-nine percent of B2B buyers research information about potential purchases through online search. If you’re looking to step up your SEO efforts, check out our tips at “How to Improve Your SEO Ranking on Google: 6 Tips from Our Experts.” 4. Create Engaging Organic Feeds Today’s digital age makes social media marketing an increasingly critical component of an integrated digital marketing plan for manufacturers. With 84% of B2B leaders using social media as a source in making purchasing decisions, it’s important to craft an organic social plan that elevates your brand as knowledgeable and responsive. Engaging social media feeds help build relationships with potential customers and followers, while providing an opportunity to improve brand recognition and trust. Social media is one place where you can have direct, two-way conversation with your brand loyalists, as well as with

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