1. Data-Driven Marketing

Data is always important when making informed decisions, but reports are not always brought to marketing meetings. This is changing in 2023. Successful marketing involves research and numbers as well as creativity and uniqueness. Using tools like Google Analytics to track and collect data from your website, Google Ads, PPC ads, email surveys, social media, and other digital marketing avenues helps inform what areas your marketing team needs to focus on. Going into meetings with reports and findings can create better connection between your design and sales time. It can also save time during meetings because the data will guide the conversation so your marketing team can create item truly tailor for you target market. 

2. A Rise in Video Content 

Long-form video such as tutorials, essays on industry topics, or webinars are becoming popular amongst b2b communications. They are a great way to show off your topical knowledge and build your industry authority. Going live through video platforms, such as YouTube helps foster community and allows you target audience to know that there are real people behind your company. You can answer any questions clients have about your product or service and discover knowledge from other experts in your industry. Short-form videos are good for business quick tips, sneak peaks, and announcements. These are good to post on social media to quickly grab the attention of your audience. They also do not take too much time out of your day, which is important for busy business owners and employees. 

3. Dark Social Prevention 

Dark social refers to when people share website links through email, SMS, and private messages on social media. These links do not have tracking codes automatically appended, so it is not possible to know how the website visitor found the content. As a result, it hard to measure attribution which can make hard to know which platform needs marketing attention or is effective. It can also make it difficult to educate your buyers about your product or service. B2B buyers like to research and self-discover before contacting a sales agent. They want to learn, compare, and review product options well before speaking to sales. You want marketing to drive funnel conversions through smart use and encouraging of direct contact instead of platform avenues. 

4. AI Utilization 

While AI technologies are controversial in terms of art creation and body copy creation, there are other ways to use AI tech that are timesaving.

• Personalized shopping creates recommendation engines through which you can engage better with your customers. 

• Virtual assistants and chatbots help improve the user experience while shopping online. 

• AI can help reduce the possibility of credit card frauds taking place.

• On Instagram, AI considers your likes and the accounts you follow to determine what posts you are shown on your explore tab. 

• Facebook AI is used along with a tool called DeepText.  It can understand conversations and can be used to translate posts from different languages automatically.

• AI can deliver highly targeted and personalized ads with the help of behavioral analysis, and pattern recognition, etc. It also helps with retargeting audiences.

• AI chatbots can effectively resolve customer issues, respond to simple inquiries, improve customer service, and provide 24/7 support on your website and social media. 

5. Lead Nurturing 

The process of engaging potential customers and helping them become a sale requires nurturing, especially if you are in an area where the economy is in a tight spot. Drip marketing campaigns in the form of sending out automated emails over the course of several weeks or months is one way to nurture a potential client relationship. With business clients being every busy it is important to stay in contact with potential client to close the sale. When the sale is done, you are still not finished. Add them to your email list and offering deals or notifying them about sales will help them keep your company top of mind for other product and services. 

 Create an effective B2B marketing plan with us today. Call 248.528.3600

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1. Perform Competitive Research & Find Relevant Keywords

Look at your competition to see what their successes and mistakes are. See if any successful design elements or body copy tone that can be tailored to your unique company brand. By researching their negative reviews, you can avoid any obvious mistakes that have already been done by other companies your similar industry. Also use Google’s Keyword Planner to discover search engine friendly keywords you can use in your website’s headings and body copy. Incorporating relevant keywords will not only separate you from the competition but increase your value to Search Engines like Google and your potential clients searching from products or services like yours. 

2. Optimize Your Website’s Content for Mobile

Most searches come from users on their phone. Google also uses mobile-first indexing that prioritizing mobile-friendly design. If you want rank higher on SERPs, your website must be responsive and load fast. While most web templates come already responsive, it is still wise to check on your phone to see if any content or photos gets cut off or if your website loads slow. You may need help from a digital marketing agency if you can’t fix any cut off content on your own or if the template you chose is buggy and loads slowly. 

3. Set up Google Search Console

 Google Search Console is a tool that allows you to submit your website to be indexed, as well as view data about your website’s traffic and performance. This is useful for successful long-term SEO plans, digital marketing, and performance of your website. It allows you to view items such as user click-through rate and other performance elements. You can also keep track of any site errors that will help keep your website functioning optimally and prevent unsafe web practices. The data you gather will help you create comprehensive plans that don’t waste your money and maximize you ROI. 

4. Create a Sitemap and Submit It 

A sitemap contains a list of all the pages on your website in a single file. If you have a sitemap, this helps search engines index your website quicker and easier. Google has a tool that can help you create one or you can ask a digital marketing firm to help. It is also wise to include a link to your sitemap in your website’s footer. Once you submit your sitemap using web master tools, search engine crawlers will find your website and index for SERPs. The quicker this can be done more likely you will increase the rank of your website, thus gain more users and clients.

5. Add Structured Data Markup 

Structured data markup is a code that you can add to your website’s HTML code. It is used to help search engines understand the information on your website. This helps when trying to attract organic traffic. Structured data is a standardized format for classifying page content. For example, on a recipe page: what are the ingredients, the cooking time and temperature, the calories, etc. This will help your website become more engaging to your users leading to rich results. The more interaction users have with our website, the more value search engines register it as and keep it high on SERPs. 

Let us include a SEO plan with your new website. Call 248.528.3600

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Review Snippet 

Recipe Snippet

Music Snippet 

Product Markup Snippet 

Movie Snippet

Events Snippet 

Use Structured Data to Get Rich Snippets

Structured data is a type of standardized code format that communicates information about your business’s web page content to search engines. It must contain two important factors to be successful: Schema and the format. Schema is the vocabulary that tells the search engine about the entity elements on your page and the format is the type of markup code that communicates schema to the search engine. These formats are JSON-LD, microdata, and RDFa with JSON-LD favored by Google. An example of creating structured data for a Rich Snippet would be:

Say you have a recipe for chocolate chip cookies on your bakery’s website. You could add structured data for the recipe:

• Cooking duration
• Nutritional information
• Ingredients
• Instructions, etc. 

Schema.org is a site dedicated to the universal vocabulary for structured data. You can use the website to help you write and test your structured data snippets, regardless of format. Additional tools like Google’s Structured Data Markup Helper can generate the markup code instead of writing it from scratch and Google’s Rich Results Test tool to see which rich results Google generates from your markup code.

Need help adding Rich Snippets to your website’s code? Call 248.528.3600.

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1. Live Videos 

Videos are great at communicating emotions and demonstrating a skill.  A study by Livestream found that 80% of people prefer watching live videos more than reading blog posts from brands. The same study also found that 82% of people prefer live videos more than social media posts. When you convey information through visual demonstration, they can be better received and retained. Viewers can pause or fast forward at their discretion. Collaborate with similar or complementary businesses to discuss industry news, opinions, and other information that could be useful to your audience. 

2. Brand Storytelling 

Telling the story about the history of your brand may be difficult if the original owner is no longer the face of the company or if you are just starting out. That doesn’t mean you can’t tell small micro stories about your business and its employees. To sell to people, your product or services must be relatable to people. Talk about challenges and how your employees came to together to solve it. If you partner up with another local business, highlight similar or complementary company goals or beliefs benefit the community you are trying to serve. 

3. Employee Advocacy 

Your employees are also brand ambassadors. Let your employees have the spotlight on social media. Also give them the option to share industry posts on their business profiles on LinkedIn or on other business forums. If an employee does an exceptional job, acknowledge it, maybe have a certificate, or award system. Remember to form a budget for raises or if you have none for a meeting to discuss how much increase in sales to need for everyone to receive a raise. If you are in the US have robust healthcare options for your employees. 

4. Influencer Marketing 

Influencers are not just young Youtubers or acting celebrities. Think: can your product or service be useful to entrepreneur, small businesses, or large corporate entities? Are well known successful businessperson or salesperson willing to recommend you to others? Form a relationship with employees at other companies. See if there are any kinks in their process or workflow your product or service could help improve. Working on internal improvements leave the companies to focus on their clients which in turn will help them profit. This will make you an asset in their eyes and will recommend you to other businesses that may need you. 

5. Mobile-Friendly Content 

 Over 50.3% of global web traffic was generated from mobile devices. Most of your target audiences (decision makers of businesses) are always on the go. Mobile is the medium through which they consume content. This includes your website, social media, video, and advertising content. Make sure fonts are easy to read and button or links are prominent enough for people with different hand sizes to touch. You can use tools like Google’s Mobile-Friendly Test to check whether your website’s pages are mobile-friendly or not. If not, work with your developers or a web agency to make sure that you’re able to deliver a pleasant experience to your mobile users.

6. Customer Testimonials & Case Studies 

A study by Koyne according to a study of B2B brands, word-of-mouth is known to influence purchase decisions of 91% of buyers. The same study found that 62% of B2B marketers use customer testimonials as their main marketing strategy. Video testimonials are extremely credible and more trustworthy in consumer eye. Not every testimonial has to be a video, but if you can get 1 or 2 of your best customers to make one, you highlight it on your website and digital marketing avenues. In addition to testimonials, do in-depth case studies of how your company solved a complex problem. Case studies help with product or services that don’t have fast tangible results.  

7. Analytics & Automation 

Use Google analytics to view what type of content on your website gets the most views. You can also keep track of your target demographic or location. Analyze the buyer personas of people who have visited your website using. Then ask, “is there any administrative task that can be automated?” Simple confirmation emails or frequently ask question chat bots can help cut down on wasted time asked by viewers that are just window-shopping.  Send thank you notes after events or trade shows with automated email features or email campaign services. WordPress has a lot of free options when it comes to plugin for this task. Gather feedback using survey automations during the testing phase.

Update your B2B marketing plan by calling 248.528.360. 

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 Find & Share Highly Qualified Audiences

The main benefit of any influencer marketing is that influencers have loyal followers that are predisposed trust whatever that influencer recommends. They built a relationship by sharing their thoughts and expertise with the audience that follow them. B2B audiences are especially highly qualified and highly motivated. These potential buyers are often on the hunt for product or services that help their business. Co-creating content with the correct complementary business influencer can help build a better product and service. This content usually comes in the form of a podcast, demonstration video, or blog post. Not only will you reach new audience segments who may not have known about you before, but those audience members will be suited to understand the unique value proposition of your organization relative to your industry as well as give intelligent and construct feedback on your product or service. 

 Demonstrate Social Proof

75% of B2B sales are made before the company’s sales team gets involved. B2B buyers devote a lot of time researching a company before reaching out, making the content you create very important. They are judging every element of your website, buyer reviews, and social media profiles. They are also reading your case studies, researching your former clients and competition, and looking up your employees. All this before they even respond to your email or call one way or another! B2B buyers want social proof that you are who you say you are and that your company is real. They want to get it from someone other than your own marketers or salespeople. Influencers can help with this form of proof. When an influencer works with you, they’re staking their reputation on you as well. Working with a highly respected influencer shows that, at least according to them, you are credible. If your buyers follow and respect that certain influencer, that means they’ll respect you, too.

 Become Newsworthy

Business tends to move fast. Some acquire other businesses, develop new products and services, or come up with new innovations. It is important to look ahead and predict what’s next. B2B Influencers almost do this instinctively. They are constantly finding a way to stay at the forefront of their industry whether it be with latest technological advancement or the best new way to communicate with their target market. Their audience follows them because they are quick to experiment and relay their findings. Partnering with a B2B brand that isn’t afraid create and share content that is experimental gives you the opportunity to try out content may be too risky to try out alone, but if successful benefits both companies. 

 Foster Lasting Relationships

Achieving marketing ROI takes place on a longer timeline in B2B than when selling B2C consumer products. In most cases, B2B buyers are not one-time-only customers. Instead, they are long-term clients you may enjoy a working relationship with for years. You want these clients to look to you as a trusted service provider and subject matter expert. Influencer content can help facilitate this by fostering a knowledge swap in your industry or to cover the hot topics of today. You are not just extending your reach or enticing highly qualified new prospects, you are also showing existing (and former) clients that you are relevant and leading the competition. Ongoing content collaboration relationships with B2B brands develop long term relationships with customers as well. New and old clients alike often see influencer content as proof that you’re still looking out for them. You are still engaged and actively working on finding new and better client experiences.

Ready to create a B2B Influencer Campaign? Call 248.528.360 

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Keyword Research

Google Autocomplete can be a useful keyword research tool. Type in a keyword that is relevant to your niche or target market and look at the predictions. You will discover valuable long-tail keywords. Then, use an SEO tool like Ahrefs, or Moz Pro to analyze those keywords and identify ones that are worth going after. If you don’t like any of the predictions that you got, type in your keyword, then just go through every letter of the alphabet to see what predictions come up. If you are having a hard time using these SEO tools, hire an agency to assign you a consultant to help you understand your findings and obtain the correct keyword you need. 

Google Can Fill in the Blanks

Tom Dupuis from Online Media Masters suggests using the underscore character “_” in a phrase so that Google would complete it. “Instead of having Google complete only the last part, this can show you a better selection of keywords depending on what type of phrase it is,” explains Tom.

For example, type the keyword “web design _ agency” and these first 3 suggestions pop up: “website design agency near me”, “web design and marketing agency”, and “web design and digital marketing agency near me”. Experiment with the underscore’s position to see what new Google Autocomplete predictions show up. You could also try both the singular and plural forms of the same keyword to see if it leads to different Google Autocomplete predictions.

Online Reputation Management

A useful tool for researching results about your branded terms, such as company, executive, or product names. Google Autocomplete can present a serious threat to your public image of your company and brand if an unflattering search term appears in the predictions using your brand terms. You have several options to try to prevent this from happening:

• Address the Problem

If the negative prediction refers to something true, fix the problem. Don’t try to hide mistakes, this can hurt trust amongst your customers. The resolution won’t make the autocomplete issue go away immediately, but if the problem is solved, people will eventually forget about it and stop searching for it, feeling that you handled the issue responsibly. As the volume for that search term goes down, it ultimately will drop off the prediction list.

• Work on Your Brand Image

If the prediction is about an incident, you can help people forget whatever happened faster by giving them something positive to focus on. First, make sure to reassure existing loyal customers that this incident was a one-time thing, and you are working on preventative plans for the future. Then, you can feature these loyal customers on your website, do a giveaway, or organize an event as a “thank you” for sticking buy your company during tough times. Directly engaging with your customers on various social media platforms can go a long way towards creating a positive brand image as well. It reassures the public that you are not running away from your problem and are still willing to interact with them. 

Other Ways to Use Google Autocorrect Research:

• Uncover Key Words for Local SEO
• Create a User-Friendly E-commerce Website
  • Shows which categories are most popular
  • Uncover popular brands
  • Get ideas for your FAQ page
• Content Inspiration:
  • Key term for who, what, where, how, why of your business
  • Use action verbs
  • “Key Term and…”

Use Google Autocomplete in your SEO marketing strategy today. Call 248.528.3600

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1. Name Your Images Properly 

Give descriptive names to any images before uploading them to your site. Google recommends using hyphens rather than underscores to separate words.

2. Resize Images to the Display Dimensions

User experience is positive when the page speed is fast. One way to improve this is to adjust your images for exact size. Most smartphones take photos that are at least 4032 pixels by 3024 pixels, which is important for a mobile-friendly website design. 

3. Compress Images 

Reduce image file sizes is another good way to decrease web page load times. Minimize the file size without compromising the quality to an unacceptable degree. This will remove any redundancy in the image data in favor of efficiency and faster loading speeds when you use the image.

4. Choose the Right Format

• JPEG
  • Online photos or artwork
  • Useful for emailing preview images
  • Can be compressed to very small sizes
• PNG
  • Use if there is transparency in the image background
• WebP
  • Higher compression than a JPEG or PNG
  • Supports images and animated images without sacrificing color depth, animated frames, etc.
  • Doesn’t work with older browsers.
• SVG
  • For icons or logos

5. Create an Image Sitemap

An image sitemap is a lot like a regular XML sitemap, except that an image sitemap only includes the URLs to images.The URLs of all the images on your site can help Google discover those images and include them in image search results.

6. Use a Content Delivery Network

A content delivery network (CDN) is a group of servers located at different locations around the world and allows for quicker distribution of content to separate locations. This makes images and other content load more quickly creating a better user experience globally. 

7. Implement Lazy Loading

Use “lazy loading” to tell web browsers to wait to load an image until it is needed. The page loads much more quickly when the user first lands on it and it’s not just used for images; assets like JavaScript can be loaded this way. According to Google, you should avoid lazy loading above-the-fold images. This would create a poor user experience. Use it for images further down your website or for images of non-vital importance. 

8. Leverage Browser Caching

Browser caching is when files are stored by a visitor’s browser and assets load faster when they next visit the page. Browser caching is noticeably impactful on sites where users frequently revisit the same pages. This is important if your website requires repeat visitors such as an ecommerce business website.

9. Add Image Structured Data

Structured data is a data vocabulary that helps search engines understand your site’s information more clearly and using it also increases the chances of your images showing up as “rich results.” This enhances your image search listing and if you plan to use structured data to support an image, make sure that the image is relevant to the page it appears on. Keep in mind all image URLs must be crawlable and indexable. Otherwise, Google won’t be able to find them and show them on results pages. Currently, Google Images supports the following types of structured data currently:

• Product
• Video
• Recipe

10. Optimize for Open Graph & Twitter Cards

Open Graph tags allow you to choose how a social media post preview appears. This is an off-page SEO technique that means you can choose the preview title, image, and more for social posts appearances. An example of this would be to ensure your image of choice shows up when you share a page, include this image tag in the <head> section of your page’s HTML

Conduct a site audit with us to check if your images have alt descriptions. Call 248.528.3600

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1.  Google Cares About Video

Google’s internal algorithm for generating search engine results pages considers video content. Google values two things above all others: the quality of your content, and its relevance to user’s original search terms. It scans for other types of media to see precisely what your website has to offer. If your sites have a mixture of text and quality visuals like videos, that means your pages are varied and informative. This boosts your SEO efforts because are your business is seen as more trustworthy, an expert in the target market, and considers different ways users consume information. 

2. Video Is a Traffic-Generating Machine

One of the qualities that Google looks at when determining search rankings is the amount of incoming web traffic you have. If your domain has a massive number of regular visitors, Google determines that you have the answers their users need. People are more likely to visit your website by watching a video on YouTube or other social media channels than they are any other type of content. Many B2B and B2C businesses have launched their own video websites and are investing heavily in video content placed throughout their main website and landing pages. The more video content you create, the more quality traffic you can draw to your pages, which will, in turn, boost your overall SEO in the long run.

3. Video Keeps Visitors on Your Site Longer

Search engines like Google also pay close attention to how long people are staying on your website. If you have a large amount of incoming traffic, but those people all leave after just a few seconds, it stands to reason that your content isn’t very good and they’re going elsewhere for the answers they seek. Video will more consistently help keep visitors on your page for longer periods of time. Users are more likely to watch a video than they are to read something like a blog post. Treat your blog text as a transcript as your video but keep video more prominent. You significantly improve your bounce rate, which, in turn, helps search engines like Google and Bing boost your article to the top of their rankings and SERPs page. 

4. Users Are More Likely to Link to Your Videos

Quality backlinks are one of the most important factors that Google uses to determine search engine rankings. The more uses are linking to your content and to your domain, the more authority you are seen as having. The more authority you have, the higher your pages rank in the search results. Publishing video content on sites like YouTube, TikTok, or other social media platforms is the perfect opportunity to create referral traffic and quality traffic that can also boost your rankings. Google does keep the exact architecture of its own algorithm a secret to prevent people from gaming the system. However, there is a correlation between high volumes of social shares and higher positions in search engine results pages. 

5. Video Helps Improve the Value of Your SEO

Potential clients are twice as likely to make a purchase after viewing something like a product video than they are without engaging that content according to HubSpot. A video helps increase your SEO by getting more eyes on your site and guides users through the customer journey by helping convince those visitors to convert to a paying customer. This means that at nearly all stages of the process, video provides meaningful gains to your SEO’s ultimate ROI. 

Update your website by adding a video today. Call 248.528.360.

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Why Care about Google? 

According to the digital marketing agency Reliabilesoft, Google commands the majority share of search traffic worldwide at just over 91 percent of global searches. The Microsoft Bing search engine share, depending on the country, is between 2.83 percent and 12.31 percent of global searches. Most professional digital marketing agencies focus on ranking for Google versus other search engines. Google uses an algorithm to establish what website shows up when a searcher types in a specific query. Previously, Google updates had humorous names like Penguin, Panda, BERT, and even Fred. Currently, most Google updates fall under one umbrella term: Google core algorithm updates. According to MarketMuse, Google updates its core search algorithm on an almost daily basis to provide “search results offering the best and most relevant content for every query.”

Why care about SEO?

Understanding how search engines work and how to rank content for them is a critical part of the success of your business website. Here are a few reasons to care about SEO:

1. Web content can bring in highly qualified visitors to your brand’s website and improves your content’s reach.
2. Grows into a valuable “evergreen” asset. Meaning it has long lasting effects after you take the time to create it. 
3. When optimizing your website for Google, you’re offering a valuable resource for those seeking information related to your industry.
4. Prompts users to enter the sales cycle without paying for lead generation.
5. Quality content has a compounding effect. It will keep visitors coming back and even referring others down the line.

Optimize your web content for search. Call 248.528.360. 

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1. Changes to responsive search ads as Google focuses on automation

In August 2021, Google announced that automation should be a key focus for businesses. From June 30, 2022, responsive search ads (RSAs) will be the only search ad type that can be created or edited within standard search campaigns. Expanded text ads (ETAs) will no longer be an option. RSAs allow multiple headlines and descriptions for ads. Google uses machine learning (ML) to automatically test different combinations to find the highest-performing ad.

There are a few clear benefits for advertisements using RSAs v ETAs:

• Increased engagement from customers due to improved click-through rates
• Lower costs due to improved ad copy
• Testing in limited volumes: higher click-through rates and lower cost-per-click

Prepare your business by ensuring RSAs are in every ad group, and review performance of these ads to ensure they’re of the highest quality in line with Google’s scoring.

2. The start of keyword-less world: Performance Max

Google announced that Performance Max will replace Smart Shopping and local campaigns by the end of Q3 2022. Rather than the usual keyword-based search campaign, Performance Max uses:

• Your creative assets alongside business goals and automated bidding
• User signals and data-driven attribution to tailor ads to potential customers across the Google ecosystem (search, display, YouTube, Gmail, and Discovery)

This goal-based format helps target customers at the right stage of their purchase journey, depending on the goal of the campaign. Performance Max campaigns will be built from any existing smart shopping and local campaigns. Existing settings will remain, but they will be automatically upgraded from July onward. Create new campaigns and pause any relevant activity (such as Smart Shopping), then start working through the new additional creative assets. Have clear units of measures of success with GA4 that provides the most detail on performance. 

3. The re-introduction of broad match

Google has been changing keyword match rules since 2014. This always brings unpredictability around budget and performance. Previously, broad match meant that if the search query was contextually like the keyword being targeted, your ad could show. Modern search is an evolution of broad match and focuses on the meaning of your keyword and the intent behind it. This can include searches that don’t contain the original keyword terms.

Google’s BERT algorithm technology helps interpret queries, language, and search intent. It also makes keyword matching behavior more closely aligned Broad matches more relevant. There have been great results from testing, with important to web traffic and revenue. Ensure you’re live with automated bidding, as the new broad match needs this to work effectively. Start by testing any previous broad match modifier keywords. Choose campaigns to switch to broad match and run a test. Test this on stable campaigns, using robust testing methodologies such as Google’s built-in testing functions.

4. The removal of third-party cookies and the influence of audience

Brands have used cookies to help them target ads to the right audiences. With the removal of third-party cookies, Google is now focusing on the intent of people’s searches rather than audiences. This will capture people on the likelihood that they will meet a campaign’s objectives.

Measurement and optimization will be impacted. Review your platform’s initiatives to mitigate and understand whether they align with business goals and objectives.

Google recently announced that it will be sunsetting Universal Analytics from July 1, 2023. Think about the way you’re tracking to be able to capture and measure effectively moving forward. Find out what the platform you use is doing to enable continued measurement and reporting. 

First-party data also becomes important in targeting an engaged audience. Contextual targeting will again rise to the frontier for display/programmatic activity. Make sure you’re working closely with your provider and review targeting options for future activity and how to capture your target audience. Loss of third-party cookies and how to combat this should be a key talking point across all brands to make sure you’re not left behind when the change is made.

Update your paid search strategy now. Call 248.528.360.

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