What is a conversion worth?
When working with clients, I often ask - "what is a conversion worth to you?" The response I get is typically "We don't know." You are probably asking yourself why this is important.
First, let's start by defining a conversion. A conversion is an important action that a user takes on your website, such as downloading a pdf, filling out a contact form or clicking on a phone number or email address to get in touch with a business. These are very important metrics to track. Let's use a "Request for Quote" form as an example. To begin measuring how much a conversion is worth, you need to know the following variables:
How many Request for Quote forms are filled out over the course of a year?
How many of those Request for Quote forms end up as sales?
What was the average dollar amount for ...
Posted in: Conversion Rate Optimization, Inbound Marketing, Online Advertising, Search Engine Optimization, SEO by John Anderson on June 4, 2019
5 Pillars of an effective digital marketing campaign for manufacturers
It’s no secret that building a digital marketing campaign for manufacturers or B2B companies is different than marketing for consumer goods. We often hear from clients that say their product isn’t “sexy” or doesn’t translate well to common marketing practices. Many of the same tactics used in B2C marketing are effective for B2B businesses, they just need to be tweaked. A B2B company is still selling to a person or group of people. In the next few weeks we’ll go into more detail on each of these points, but this five pillar plan for finding those people and helping them make a decision to buy from your company is a good start to an effective digital marketing campaign.
MOBILE FRIENDLY, RESPONSIVE WEBSITE
People are becoming more and more dependent on their smartphones. We’re not just talking about checking Facebook. In a 2017 survey by Boston Consulting Group, 60% of B2B buyers said mobile played a significant role in their purchasing ...
Posted in: Conversion Rate Optimization, Marketing Automation, Online Advertising, Search Engine Optimization, SEO by Jon Ballard on May 7, 2019
What is remarketing and how does it work?
Have you ever been to the Home Depot website to look at a lawn mower and then realized that every ad you see on the internet is about Home Depot and their fine selection of lawn mowers? That’s not a coincidence, it’s remarketing.
Remarketing allows companies to follow you around the web with ads based on your behavior, in hopes that you will come back to their site and complete a purchase or request a quote.
Milwaukee Journal Website with Remarketed Home Depot Advertisement
Google and Bing both have robust remarketing programs, as does Facebook and LinkedIn. Remarketing is also commonly called “retargeting” depending on the platform but is basically the same thing. Each platform requires you to add a tracking code to your website, called a tag or a pixel, to identify what visitors are looking at. It also writes a cookie in their browser that allows you to serve up the ads as your past ...
Posted in: Local SEO, Online Advertising, Search Engine Optimization, SEO, Social Media by Jon Ballard on April 26, 2019
Using UTM Parameters to Capture Lead Source
UTM parameters are tags you add to a URL. Marketers use them to be able to track traffic from a wide range of sources such as Facebook, LinkedIn, Twitter, email, display ads, paid ads and more. These specific UTM tags are sent back to Google Analytics and can track stats such as users, sessions, time on site, number of pages, bounce rate, conversions/goals from those campaigns. These metrics help see the effectiveness of the campaigns and which campaigns are driving the most conversions and assisting in the most conversions.
The five UTM parameters that Google Analytics can register are:
Utm_source (google, facebook, linkedin, youtube, pinterest, etc)
Utm_medium (post, pin, cpc etc)
Utm_campaign (name of campaign or specific promotion)
Utm_term (used for text ads to tell you which keyword)
Utm_content (used to differentiate ads)
You might already be using UTM parameters to ...
Posted in: Conversion Rate Optimization, General, Online Advertising, Search Engine Optimization, SEO, Social Media by John Anderson on April 19, 2019
6 Online Marketing Articles You Should Read Heading Into 2019
As 2018 comes to a close and you're ramping up your marketing plans for 2019 we wanted to share our top 6 marketing article picks with you of things that should be on your radar for 2019:
14 ranking signals you need to optimize for in 2019
If you're looking to step up your search rankings for 2019 make sure you're looking at these items.
Facebook B2B Advertising Comes of Age
Thanks to its retargeting and similar audiences features, Facebook has become a powerful tool for B2B advertisers seeking new customers who are similar to their existing customer base.
9 Analytics Insights to Help Grow Your Business
Analytics data can go far beyond the number of visits and time on ...
Posted in: General, SEO by Jon Ballard on December 31, 2018
WHAT ARE UTM PARAMETERS? WHY ARE THEY IMPORTANT? AND HOW DO YOU IMPLEMENT THEM?
Have you ever run a campaign and wondered how effective it was at driving traffic to your website? You did append UTM tags to the links in the campaign, didn’t you? If not, Google Analytics reports will not contain the data you need to measure campaign performance.
That’s why UTM codes (also known as UTM tags or UTM parameters) are so important.
UTM Parameters: What Are They?
UTM parameters are attributes you append to hyperlinks (destination URLs) for marketing campaigns sending traffic to your website. When the link is clicked and the visitor arrives on your site, tags are sent back to your Google Analytics Account and appear in your Analytics metrics.
Here is a sample link we could use when this blog is shared in an email blast; the UTM parameters are appended to the URL):
Why Use Them?
Failure to append UTM tags to hyperlinks will do more than simply hinder your ability to do effective campaign ...
Posted in: Conversion Rate Optimization, General, Inbound Marketing, Online Advertising, Search Engine Optimization, SEO, Social Media by John Anderson on December 3, 2018
Tips For Improving Your Website’s Crawl Budget
Optimizing websites for ranking in search engines is an ever-precarious set of tasks. The algorithm Google uses to determine search results is a secret that evolves with each new release. Each time the algorithm is updated, Google gives out clues on what to look for. In a 2017 blog post, Google explained how crawl budget is not a factor in ranking. It shouldn’t be.
In simple terms, the crawl budget is the number of links Google will follow on your site. Your website’s crawl budget may be large or small depending on the size of your site, its popularity and its ease of use to crawl. Given that every site has a different amount of pages, it would be unfair to rank higher a site that gets crawled more simply because of its size.
Is Optimizing for Crawl Budget Worth It?
If the number of crawls on the site does not help rank, is crawl budget worth ...
Posted in: Local SEO, Search Engine Optimization, SEO, Web Development by Noah Lamson on November 13, 2018
SEO Success: What Should You Be Tracking?
When you enter an SEO agreement, what exactly are you paying for? How can you tell that the work is having an impact on your business? It’s crucial to set up and understand what goals matter to you and your business when you start working with an SEO expert. Here are some of the most important KPIs to consider before you jump into the world of SEO for your business.
Whether it is sales, sign ups, or simple leads conversions drive your business. Getting visitors to a website is nice, but engagement is what you really want. If you have an ecommerce site, you can look at sales (more on those metrics in a bit). Most any site should be tracking some version of a sign up or lead. This could be newsletters sign ups, ebook downloads, or request a quote forms. Clearly define these conversions in the beginning with your marketer, and for optimization ...
Posted in: Search Engine Optimization, SEO by John Tillotson on September 18, 2018
Mobile First Indexing Is Here!
On March 26th, 2018, Google announced that after a year and a half of careful experimentation and testing, they've started migrating sites that follow the best practices for mobile-first indexing. Though being indexed mobile-first has no ranking advantage, Google strongly encouraged webmasters to make their content mobile-friendly.
We thought the most unfriendly thing about browsing on mobile was filling out monotonous form after form when trying to contact someone on their site or when making a purchase. The last thing a user wants to do when making a purchase is to type in line after line of personal information. The tedious process of entering every single letter and symbol when filling out an online form can even cause users to decide not to purchase. A 2017 study by Google Chrome found that disabling the autofill feature on the browser led to 25% fewer form submissions. We saw this as an opportunity to optimize user experience ...
Posted in: SEO by Tyler Reynolds on August 2, 2018
Business Description returns to Google
Two years ago, Google decided to drop the ability for businesses to edit the business description field in its Google My Business listings. Well, you actually could edit it, but it was such a complicated series of steps that many business owners just didn’t bother.
Now it’s “Description From the Business”
This is a great addition to the SEO ranking portfolio that businesses can take advantage of – and if you aren’t taking advantage of your opportunities, the ranking-savvy staff at Foremost Media is standing by to help you out.
But back to the description – the new description block will show up on business listings when your business appears in a Google search. This is different than the Google block of editorial copy that shows up as a summary at the top of the knowledge panels and the map listing, so it’s a new opportunity.
And it’s important to note that by conservative estimates, Google has more than ...
Posted in: General, Search Engine Optimization, SEO by Stephen Cardwell on May 23, 2018
Facebook B2B Advertising Comes of Age
Don’t listen to your kids: Facebook advertising isn’t just for moms in the 35- to 40-year-old age range. Thanks to its retargeting and similar audiences features, Facebook has become a powerful tool for B2B advertisers seeking new customers who are similar to their existing customer base. Today, you can effectively “follow” individuals that visit your website on Facebook and utilize all the information Facebook knows about those people—age, job, location, pages visited, etc.—to identify similar people on Facebook and then reach out to these potential new customers with targeted advertising. It’s a game changer.
How it works
Customers who are a good fit for your company and are interested in what you do visit your web page. These visitors then return to Facebook at some point, in the normal course of their day. Facebook knows a great deal about these individuals—analytics that include everything from age, marital status, location and job to favorite TV shows, movies, ...
Posted in: General, Inbound Marketing, Online Advertising, SEO by Jon Ballard on March 22, 2018
Now Is the Time To Add A SSL Certificate To Your Website
“S” is for Superman – but it’s also for Security, Sales and SEO. You need that “S” on your url address. You need it to say “HTTPS” – and Foremost Media is standing by to help you add that “S” to make your website super, secure and searchable.
Here at Foremost Media, we have been telling website owners that a secure certificate, or an extended validation certificate (EVSSL) if you have an e-commerce site, is a necessity for nearly a year now. But search engines are getting a little more pointed about showing the public that your website doesn’t have a certificate. In multiple different announcements over the past year, the team at Google has made it very clear that they plan to start warning Chrome browser users when they are about to visit or fill out information on a site without a secure certificate. The time is now to get your SSL in place ...
Posted in: SEO, Website Hosting by Jon Ballard on March 19, 2018
Social Media And Search Engine Optimization
One of the newest factors in search engine optimization is social media account usage. Google tracks how many people have referenced your business in the various social media platforms. They use this activity to help them determine how popular you are on the Web. It would makes sense that they would start to use this data to determine where you rank in the search engines. Now, how is it that you actually get people to mention your site on social media? Well, there are a lot of ways, but most often we find that you need to know what NOT to do.
DO NOT ADVERTISE. This is the biggest mistake most companies make. Inundating your prospects with "Buy This" and "Like This" messages no longer works. Most consumers are desensitized to this already. For maximum effectiveness ...
Posted in: Search Engine Optimization, SEO, Social Media by Online Marketing Team on August 31, 2012
Video Seo – Who Knew? (We Did.)
It's true. Video can be up to 53 times more likely to appear on the first page of a Google search than text (Forrester Research) but not just any video - it must be Search Engine Optimized video. Since everyone is on the SEO bandwagon, it's harder than ever to reach or keep high rankings no matter how aggressive your efforts.This is where SEO video may put you over the top.
Video SEO is the process of using SEO tools with your video and then submitting the SEO videos themselves (not just the pages where the videos reside) to the various search engines. Because there is so much less of it, and because only very little of all online video is properly submitted with SEO, there is a disproportionate bias towards properly submitted SEO video. Results can appear within a few short days.The fact is videos are taking over traditional searches.
Google is pushing video to ...
Posted in: General, Search Engine Optimization, SEO by Online Marketing Team on December 14, 2010