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
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
Top 5 Takeaways About Giveaways on Social Media
There’s a lot of information shared on social media. So, your message needs to stand out in a crowd to be successful. In a webinar hosted by SEMRush, social media experts highlighted key points to consider before, during, and after you launch a giveaway on social media.
1. Do it well.
A good giveaway involves more than just getting a “like” or a “follow”. A good giveaway actively involves your social media audience. Invite them to do something interactive such as take a selfie with your product or share a story. This is called user-generated content, and it is social gold.
2. Have realistic goals from the beginning.
Your first step is to determine what you want your giveaway to do for you. A good goal could be to attract like-minded followers who will convert to a purchase or another business goal. Another good goal might be to drive more traffic to your website. A not-so-good goal is to simply ...
Posted in: Social Media by Rose Stricker on November 26, 2018
Google Reviews - The Best Defense is A Good Offense
No matter how hard you try, sooner or later your business will face a negative online review. Former employees, competitors, or unreasonable customers all have instant access to leave unwarranted feedback about your business. It's time to get proactive about collecting positive online reviews in preparation for drowning out that occasional negative review.
So what is a business owner to do? Go on the offense and generate an avalanche of positive reviews. A good rule of thumb is that it takes about ten positive reviews to offset one negative review. I know this sounds like a lot of work for a B2B business that doesn't generate a lot of reviews organically. But if you follow the steps below, you should be able to get this done in an hour or less, and the return on investment is great!
1. Craft a letter to your personal contacts
Here is one that I used:
“Subject- Need Your Help or Big ...
Posted in: General, Local SEO, Reputation Management, Social Media by Jon Ballard on October 11, 2018
Drive The Right Traffic To Your Website: Poor Marketing Could Be Costing You
It’s pretty exciting once you’ve made the decision to invest in a new website or redesign your current one. But simply having a shiny new website isn’t enough to guarantee success. You still need to figure out how to get your existing customers and prospects to visit your new website.
So how do you make sure you’re getting the right traffic to your website?
Social Media Marketing
Social media marketing is more than simply creating a company Facebook page or Twitter account. It’s about communicating directly with your target demographic on their preferred social media platform in a way they are receptive to. Effective social media marketing helps you create better brand awareness and customer loyalty by providing clients and prospects with content that is relevant to them, establishing your company as an authority in your industry and an indispensable resource for your customers.
Email marketing is a great way to re-engage with your existing customers. Today’s ...
Posted in: Inbound Marketing, Marketing Automation, Online Advertising, Search Engine Optimization, Social Media by Online Marketing Team on November 28, 2016
Best Ways to Optimize Your Company's YouTube Channel
Many people assume that Google is the world’s largest search engine, (and they’d be right), and many people would also assume that the second largest search engine in the world is either Bing or Yahoo, except for this time, they’d be wrong.
With over a billion users, the world’s second largest search engine is actually, YouTube.
According to the 2015 Online Video Marketing Survey published by the Web Video Marketing Council , “96% of B2B organizations are engaged in video content marketing.”
As the folks at Search Engine Watch so aptly put it, “It’s no secret that YouTube is a traffic source with almost limitless potential. There’s only one problem: it’s a very crowded place.”
So how do today’s B2B manufacturers get viewers to find and watch their YouTube videos over the competition?
By making sure your company’s YouTube channel utilizes the following best practices, you can increase both the amount of traffic to your YouTube channel and the ...
Posted in: Search Engine Optimization, Social Media by Online Marketing Team on September 7, 2016
LinkedIn Abandons Professional Organizations
I have nothing against individual freelancers in any profession, but the freelancer market is flooded with individuals who misrepresent their skill level and who are unresponsive. This is especially true in the digital marketing space. It seems that LinkedIn doesn't understand this, and prefers users to work with freelancers over professionals.
A week ago I received an invite for the ProFinder beta. According to the invite, this is the way it works:
"Through LinkedInProFinder, potential clients looking for marketers will request services they need. We'll send the relevant requests to you, and you can choose to respond with a lightweight proposal. Best of all, participation in the pilot is totally free."
Suffice it to say, I was excited. I like LinkedIn...a lot. I do a tremendous amount of B2B digital marketing and felt that this could help our team connect with more companies looking for help with their digital marketing and help our existing client's ...
Posted in: General, Social Media by Online Marketing Team on May 6, 2016
Social Media Does Not Help Your SEO
I hear a lot of sales people always telling business owners that social media helps their SEO. Does it? It CAN, but most of the time it won't. Let me explain.
SEO, or search engine optimization, has become very technical in recent years. There are hundreds of ranking factors that search engines use to determine where to rank your website, and social media qualities are not one of them. Google is the largest search engine, and the only one for the most part that ever communicates anything about its ranking signals. Three months ago at SMX Advanced, Gary Illyes from Google told us that social signals are not used at all as a ranking signal and that they would not be for the foreseeable future. In order to understand why this is, we must walk through 5 years of Google History and understand the technical aspects of social media and how it relates to SEO.
Posted in: Local SEO, Search Engine Optimization, Social Media by Online Marketing Team on September 1, 2015
7 Ways To Optimize Your Link Building And SEO With Twitter
We all know how important links are, especially for commercial websites. The problem is, sometimes we overlook the most obvious places to get them.
Twitter is an incredibly huge platform full of people who share in the same interests. Which means, it is an excellent opportunity for quality link building! Here are the top 7 ways to utilize Twitter for SEO to strengthen your backlink profile.
1) Take advantage of obvious connections.
Twitter makes it easy to find industry leaders and influencers in any market. The key is to observe these people and pay attention to the content they share. Tweet at them and begin to build a conversation. Over time, this turns into a connection and before you know it, a link back to your site! Acquiring links happens by making friends or making news. Utilize current relationships to build quick links and discover who your competitors are.
2) Draw them in ...
Posted in: Search Engine Optimization, Social Media by Online Marketing Team on August 6, 2015
Facebook Announces New Bluetooth Beacon Program: Ideal For Local Businesses
Facebook just released the launch of their new Facebook Bluetooth Beacon Program.
In the beginning of 2015, Facebook introduced Place Tips. Local businesses use Place Tips for their brick and mortar locations to market to their visitors. Upon check-in or via activated location settings, visitors receive information from the business.
Restaurants use Place Tips as a great opportunity to display their current menu, signature drinks, reviews and more. Retailers are able to advertise specials, product locations and even business hours to customers as they enter their store. Facebook says local business' Facebook page traffic from Place Tips has been steadily growing from in-store visitors.
Rather than using WiFi, the new Beacon Program will utilize Bluetooth technology to signal the Facebook App on a visitor's phone. Businesses will receive their free beacon in the mail, turn it on and place it in a centralized location. As of right now, Facebook has only introduced this new feature ...
Posted in: Social Media by Online Marketing Team on June 10, 2015
[Infographic] Where to Look For Your Target Market
Today, most of us are aware of the growing role that Social Media plays in bringing brands and customers closer together. As the world becomes increasingly interconnected, online marketing is yet another contender in the battle for your customer's attention. Even if you have a Social Media strategy in place to try to reach your target market, it can still be especially difficult for B2B businesses to know where to start on Social Media. But as Mitch Joel, President of Mirum, wisely points out, "on the internet, you have to be where the customer is". So how can you know where your customers are? (After all, the internet is usually anything but straightforward). By taking a look at our handy new infographic, that's how!
Aptly named, "Where to Look for Your Target Market", it shows which age groups, genders, and industries use sites such as Facebook, Instagram, LinkedIn, Pinterest, and Twitter the most. According to ...
Posted in: General, Social Media by Online Marketing Team on February 16, 2015
The Biggest Mistake You're Making On Pinterest
As a business on Pinterest, it can be difficult to determine what is best to pin to your boards. It is important to not only pin content from your own website, but to also repin and interact with your followers. It is not hard to find interesting things to repin on Pinterest, but....are you pinning good content?
Too often pins are linking to misleading content. There is nothing worse for a Pinterest user than trying to find the recipe that is described in a pin and then being sent somewhere else after clicking on the link. Many pins will also describe interesting content in the description, but then link to a site that just tries to get user information.
Below is an example of a recipe pin that links to the home page of a blog. Pins that link to content like this are confusing and frustrating for users.
As a business on Pinterest, it is important ...
Posted in: Social Media by on November 12, 2014
The First 5 Things Every Business Needs to do on Pinterest
5 Things Your Business Needs to do to get Started on Pinterst
Make sure the you take the following first steps when setting up your Pinterest business account to ensure you are getting the most benefit out of your account.
Set up a business account. Create your Pinterest account and make sure that you are registering as a business; this will provide you with more options to analyze the data and take advantage of the account. Create your business account here.
Add the "Pin It" button to your site. Adding a "Pin It" button to your site will encourage website visitors to pin your products or content to their boards and will help increase exposure.
Verify your site with Pinterest. Once you've set up your Pinterest business account you will have the option to "Verify" your website. This requires you to add a meta tag to ...
Posted in: Social Media by on October 23, 2014
Are You Getting The Most From Your Pinterest Account?
Pinterest is quickly becoming more and more popular for businesses. If your business is on Pinterest make sure that you are getting the most out of your efforts. When users look at Pins on Pinterest they can click on the image and be taken to a link. Too many businesses are making the mistake of sending these users to a link with nothing more than that image (ex. goo.gl/aQlPq6).
If you are posting company photos to your Pinterest page, make sure that you are linking them to your website to get the most website traffic out of your social media efforts. Here’s how:
Log in to your Pinterest account.
Click on your profile name in the upper right-hand corner.
Click on your company/profile name in the top corner.
Select the board that you want to edit ...
Posted in: Social Media by Online Marketing Team on May 5, 2014
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
Facebook Unveiling "Deals" For Businesses
Facebook is in the beta testing stage of bringing what they call Facebook "Deals." It offers businesses the opportunity to rewards customers when they check in on Facebook, and this helps generate awareness, encourage in-store traffic and build customer loyalty. "Deals" connects businesses with people and helps them become an even larger part of their customers' conversations.
What does this mean for you and your business?
Deals gives you the power to acquire and retain customers, as well as market your business.
This is definitely something to get excited about in the near future for all local businesses! Keep an eye out for Foremost Media's Local Market Package INCLUDING Facebook "Deals!"
More Marketing Tips for Facebook:
B2B Marketing on Facebook
Proactively Manage Your Facebook Reviews
Posted in: Social Media by Online Marketing Team on December 9, 2010
E-mail Marketing Goes "Social"
Marketing in a down economy takes forward thinking. Getting the most of your online marketing can be done by combining two known strategies, e-mail marketing and social media.
When e-mailing to your current customer base, you should promote your social media channels. As your Facebook page attracts more fans and people "like" your page these networks will help drive new subscribers to your e-mail list via your web site. Encouraging customers to follow your tweets or watch your YouTube channel will give you the same return.
We've outlined some easy guidelines to help bring your social media and email marketing efforts together.
I. Let people know you're out there
Your mass e-mail software should allow you to easily connect to your Facebook, Twitter and LinkedIn accounts. You can even download appropriate logos allowing your readers to click and find you quickly while sending an offer to join your network. In fact, you can put these links ...
Posted in: Email Marketing, Social Media by Online Marketing Team on October 5, 2010
Using Online Videos Successfully
Quite possibly the biggest current online sensation is the use of videos. Viewing online videos for pleasure is entertaining, touching, inspiring, and fun. But videos can be quite effectively used for business purposes. Videos offer a more stimulating Web experience, adding motion and sound to an otherwise flat environment. When used effectively, online videos can be used to tell the story of the company and customers, explain products and services, and demonstrate products.
When videos are implemented well, they can boost site traffic and sales, and even lead to new business opportunities. In fact, the numbers are quite significant. Mashable.com, a social media blog, conducted internal research which revealed that adding video to a site can drive 36% more clicks, 20% more inbound calls, and more than double the time spent on the site. A Kelsey Group study discussed online videos with consumers who were asked what they did after viewing videos. 55% of ...
Posted in: Social Media by Online Marketing Team on July 21, 2010
Using Twitter To Promote Your Business
Tweet About Your Business On Twitter
Twitter is a tool for social interaction and microblogging which is quickly becoming a excellent resource to reach people quickly. If you haven't heard of Twitter by now, it is well worth the time to get educated. With celebrates like Oprah on twitter the soccer moms of the world are soon to follow. Several government agencies are even jumping on the Twitter bandwagon, using it as a platform to deliver time-sensitive information to the public.
"When a commuter train derailed Sept. 12, 2008, in Chatsworth, CA., killing dozens and injuring hundreds, the LAFD (Los Angeles Fire Department) tweeted several times to update the public about rescue operations. And citizens near a wildfire in Griffith Park in 2007 tweeted to the LAFD about wind direction and smoldering hot spots, which helped fire fighters control the 800-acre blaze." According to PEW Internet Project nearly 11 percent of the population is now ...
Posted in: Social Media by Online Marketing Team on April 20, 2009