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B2B Digital Marketing Insights & Strategies

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

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...

Digital Marketing Acronyms, Terms and Definitions for B2B Marketers

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...

6 Critical Items to Address When Creating Your 2022 Marketing Plan

Marketing activities have undergone transformative changes in recent years, with the last 18 months representing a true shift in the very ways we communicate. This was especially evident in B2B marketing, where efforts that were “must haves” in traditional plans became impossible overnight.  Smart B2B marketing strategies continually adapt to the changing landscape, and no...

Six Tips When Considering B2B Influencer Marketing

Since 92 percent of customers trust recommendations from individuals over businesses, influencer marketing has become a unique strategy for B2B marketers to share their products and business solutions. But what is influencer marketing exactly? In its most common form, influencer marketing is a form of social media marketing utilizing endorsements and product mentions from individuals...

How Google Updates Will Impact Your B2B Google Ads Strategy

Google recently announced that, starting June 30, 2022, content makers will no longer be able to create or edit expanded text ads (ETAs). Google notes that existing ETAs will continue to serve, and performance reports will still be available. They recommend that creators include a minimum of one responsive search ad in every ad group...

The Advantages of HTTPS

Some URLs start with HTTP:// while others start with HTTPS://. What’s the difference and why add the extra “s”? The extra “s” stands for secure, and it is used by websites that require “sensitive information.” Traditionally, people considered sensitive information the type of data that might be related to financial transactions, but in today’s digitally...

Four Tips to Leverage Social Media to Increase Your Sales Pipeline and Brand Loyalty

While many B2B product and service organizations have embraced social media as part of their marketing plan to build brand awareness, organizations often struggle to move beyond organic awareness building (talking just to their current followers) to forming a social media strategy that builds a targeted audience, generates leads and sales. Consider:   75 percent...

Attract and Retain Talent with Effective Video Marketing

While Zoom and other video conferencing apps have become a part of everyday life, valuable lessons continue to be realized regarding video recruitment marketing and its impact on finding and retaining quality employee talent. With a large pool of job seekers, including new Gen Z talent, and employees feeling the strain of pandemic life, video...

TikTok: Should It Be a Part of Your B2B Marketing Strategy?

With its nearly 1 billion daily users, TikTok has become a social media phenomenon. Self-described as the leading destination for “short-form mobile video,” a whopping 62 percent of its users are under 30 (with nearly 33 percent under the age of 20). Its popularity is prompting companies to ask if they should position their brands...

Taxes and the Impact on PPC Budgeting

Pay-per-click ads (PPC ads) can be an important component of any B2B marketing strategy. In recent years, online services – from products sold online to the development of websites themselves – have increasingly become taxable line items, impacting PPC budgeting. The Importance of Digital Marketing Budget Planning New legislation is being considered in various states...

The Importance of Recruitment Marketing to Build Your Workforce

Today, talent acquisition managers need to do far more than post a job online to fill positions with the right candidates. At a time when 90% of professionals are open to new job opportunities, recruitment marketing is an effective way for companies to tap into a market of new professionals, as well as retain the...

Email Marketing Trends Upward

As remote work has increased during 2020, marketers have seen an uptick in email campaign performance. While send rates are unchanged, email open rates have jumped compared to metrics tracked in 2019, while unsubscribe rates – especially those in essential industries (which never closed) – are down. Companies who have active email marketing campaigns, helping...

Digital Marketing in a Changing Marketplace

5 Tips to Help B2B Marketers Stay In Tune and On Target During & After the Coronavirus As customers change their behaviors – adjusting to the impact of COVID-19 and preparing for a post-pandemic economy – marketers must proactively adjust to a changing landscape. Business operations and customer behaviors have changed at one of the...

The Rise of E-Commerce for B2B Organizations

Tips on How to Turn Your Existing Website Into a Sales Generation Tool In recent years the growth of digital engagement has grown dramatically, as have customer expectations for what a digital experience looks like. These changes have presented challenges for some B2B organizations, which have had difficulties integrating new technology into existing sales processes....

Turning “Traditional” Marketing Assets Into Interactive Digital Presentations

Many companies have been increasing their digital marketing assets over recent years. Right now, with an increasing number of Americans reporting that they are working remotely, the need for those materials is being fast-tracked. Right now it is harder, if not impossible, for sales teams, product managers and service reps to be face-to-face with existing...

Digital Branding Risks and How to Protect Your Organization.

The WWW (Wild Web World). Digital Branding Risks and How to Protect Your Organization. Digital marketing offers new opportunities to expand your customer base and grow your sales in new markets. With Big Data, properly constructed digital marketing campaigns leverage interest and profile information to target a highly-specific group of customers. But that exposure requires...

How to Target Prospects Strategically with “Big Data Marketing”

Big data, AI and user tracking are top of mind for many marketers – but when it gets into the details of how, what and who – there can be confusion. Digital marketing is complex. As we add in multiple layers of interest targeting, geotargeting and the capabilities of different platforms, the intricacies expand. To...

The Importance of Standards. Brand Standards

Many companies know they should have a Brand Standard Guide. What they may not fully understand is why it is so important. In fact, it may be the most important marketing asset your company uses. Brand Standard Guides do more than provide a reference for vendors or employees to make certain that all materials conform...

The Right Keywords are Key for Your B2B Organization

Effective B2B keyword research helps marketers determine which “key words”, or best phrases, can be used to help you meet your marketing goals. Careful research, strategic thinking and data-driven analysis can help hone your PPC placements – and therefore your spend – to be sure your ads are in the right place with the right...

Choosing the Best Ad Format to Increase Engagement

Digital advertising is a critical part of any savvy marketer’s media mix. Simply put, digital advertising is anything a potential customer sees on a screen, whether you have a presence on Google Ads, trade website banner ads, page takeovers, social media or email marketing. On average, people in the United States spend more than 10...

The Value of a Website 404 Page

Website 404 error pages appear when a user tried to access content that does not exist on a server. This can occur when content (page files) are deleted or changed, and a redirect has not been properly coded, or when a user simply enters a URL incorrectly. A good 404 page not only helps the...

The Benefits of Social Marketing For B2B Companies

While some business-to-business organizations may think it’s not for them, today’s digital age makes social media marketing an increasingly critical component of an integrated plan. If you are a manufacturer, part of an industrial organization, or you’re leading a B2B marketing initiative, you may be asking questions like “Is social marketing for us?” or “How...

Why Google for Search Engine Optimization

Below is the major U.S. search engine market share break-down.* Search Engine Optimization for Google The first time we meet with a new client about website SEO, we often get asked why we talk about Google so much. First, we reference the numbers and usage statistics. Then we say, “Well, what do you search for.”...

What Is Search Engine Optimization

The next time you look up something on Google you should realize there is a lot of work behind the results you see. Search Engine Optimization Process When Stifel Marcin is tapped to provide SEO for a website our general process follows these steps: Keyword Analysis – Stifel Marcin will run an extensive report on potential...

Google My Business & Search Engine Optimization

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...

Web Design For Manufacturers

Industrial & Manufacturing Web Design vs. B2C Websites Manufacturing websites are different than “retail” websites. There is more content, more specifics and a stronger need for branding. Manufacturing website design means promoting a company’s capabilities and products, defining that business’ image, and effectively illustrating what makes you a leader in your field. Industrial, technological and...

Best Practices In Google Ads Advertising

Having a Google Ads Certified specialist working on your PPC advertising ensures you are maximizing budget, generating quality leads, and using your advertising dollars effectively. Benefits of a Google Ads Certified Agency Simply running your ad via Google Ads is seemingly very simple. However – and we can’t stress this enough – knowing you are...

The Importance Of Brand When Marketing For Manufacturers

Stifel Marcin has been working with manufacturers and industrial clients for nearly 20 years. In that time, we’ve witnessed a dip in the industrial marketplace as well as a resurgence, with many companies now busier than ever before. These hard-working, growing companies have a great story to tell but often struggle to tell it; how...

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