6 Targeting Methods To Reach Your Business Audience Via LinkedIn


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Most B2B marketers have a list of potential buyers at specific companies that they would like to reach. It can be very difficult to selectively target this audience via PPC Search ads or banner campaigns. Even behavioral targeting has its limitations.

Your next move… LinkedIn Ads:  https://www.linkedin.com/ads/

LinkedIn Ads is an offering from the popular professional networking site that provides many targeting options and cost-effective innovative ways to reach your audience.

Campaigns can be created to target a specific message, product, general brand, promote a web conference or anything you want to make sure your audience is aware of.

Here’s a look at how you can use specific targeting options to make your LinkedIn Ads campaign work for you.

Step 1: Create Your Ad Leer más “6 Targeting Methods To Reach Your Business Audience Via LinkedIn”

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Chapter 2: Content & Search Engine Ranking Factors


 

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You’ll hear it over and over again. Content is king, when it comes to aiming for success with search engines. Indeed, that’s why the Periodic Table Of SEO Ranking Factors begins with the content “elements,” with the very first element being about content quality. Get your content right, and you’ve created a solid foundation to support all your other SEO efforts.

Cq: Content Quality

More than anything else, are you producing quality content? If you’re selling something, do you go beyond being only a brochure with the same information that can be found on hundreds of other sites?

Do you provide a reason for people to spend more than a few seconds reading your pages?

Do you offer real value, something of substance to visitors, anything unique, different, useful and that they won’t find elsewhere?

These are just some of the questions to ask yourself in assessing whether you’re providing quality content. Do provide it, because it is literally the cornerstone upon which other factors depend.

Cr: Content Research / Keyword Research

Perhaps the most important SEO tactic after creating good content is good keyword research. There are a variety of tools that allow you to easily, and for free, discover the ways that people may be searching for your content.

You want to create content using those keywords, the search terms people are using. That effectively lets your content “answer” them.

For example, a page about “Avoiding Melanoma” may be using technical jargon to describe ways to prevent the most dangerous type of skin cancer. If people are searching for “skin cancer prevention tips,” then writing in the wrong “language” might cause search engines to skip your content as a possible answer. Leer más “Chapter 2: Content & Search Engine Ranking Factors”

Chapter 1: Types Of Search Engine Ranking Factors


 

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There are four major groups of SEO ranking factors covered by Search Engine Land’s Periodic Table Of SEO Ranking Factors:

  • On The Page Ranking Factors
  • Off The Page Ranking Factors
  • Violations
  • Blocking

Within each group are subgroups, as further pages of this guide will explain. Each of those subgroups contains one or more individual SEO factors.

Leer más “Chapter 1: Types Of Search Engine Ranking Factors”

5 Colorful Sketches On Conversion Optimization


 

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They say a picture is worth a thousand words. But are five sketches are worth approximately one column’s worth?

Doodling with a new drawing app on the iPad53′s Paper, which is a real beauty — I took a pass at illustrating what I consider to be five important ideas in conversion optimization.

The Conversion Funnel

The Conversion Funnel

As marketers, we obsess with the prospect-to-customer funnel. Getting more people in at the top. Moving more of them through the middle faster. We talk about top-of-funnel (TOFU) tactics and middle-of-funnel (MOFU) tactics. All of which is good to a point.

But the real art of conversion optimization is crafting our marketing through the eyes of our audience. From a prospect’s perspective, their funnel progresses through four questions of you:

  • What do you do?
  • Why should I care?
  • How do I believe you?
  • Where do we begin?

If your funnel aligns with their funnel, answering those questions, good things happen.

Why Landing Pages Are Awesome… Leer más “5 Colorful Sketches On Conversion Optimization”

Google: 1 Billion People Will Use Mobile As Primary Internet Access Point In 2012

Google also found that smartphone owners were heavy video consumers and social networking users. However the most powerful data in my view reflects how consumers are using smartphones to help make purchase decisions mostly offline.

Google found that 92 percent of smartphone owners in the US seek local (offline) information via their devices, and that 89 percent of those people took some form of action after such a lookup. Beyond this Google said that 25 percent of people in the US made a purchase after a local lookup. In addition, in the US, 51 percent called a business and 48 percent actually went to the business location.


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Former AdMob executive Jason Spero, who is now Google’s head of mobile sales, took the stage earlier today at the Mobile World Congress event in Barcelona to offer up some new,global smartphone user survey data and 2012 predictions. The Google-sponsored survey had a sample size of roughly 1,000 respondents in each of the represented countries: US, UK, France, Germany, Spain and Japan.

The data reflect that mobile search usage has nearly 100 percent penetration among smartphone owners, most of whom search at least once a week. Though it’s not made clear in the data released I assume this is browser-based search and does not include search via mobile apps. Google’s browser-based mobile-search share is 97 percent globally, according to StatCounter.

Mobile app usage is also prevalent according to the survey results. Japanese users have the most apps installed (42), while US smartphone owners have an average of 26 apps on their handsets. However in terms of regular usage, Google found that in the US smartphone owners used an average of 11 apps during the past month. Leer más “Google: 1 Billion People Will Use Mobile As Primary Internet Access Point In 2012”

Landing Pages 3.0: How Content & Context Plays A More Meaningful Role

Most of the fields on the form were required. The “submit” button was still in vogue. And the payoff for filling out the form? A phone call from a sales rep.

Okay, so this first generation of landing pages wasn’t very good. But such pages were effective enough in lead generation that they got the ball rolling. Marketers started to wonder what they could do to make landing pages better.
Landing Pages 2.0: The Beginning Of Best Practices

To me, 2008 was the year when a new generation of landing pages took off — call it Landing Pages 2.0.

Two great books came out that year, Landing Page Optimization by Tim Ash and Always Be Testing by Bryan Eisenberg, and launched what I would characterize as the “best practices” era of landing pages.

Best practices were things that everyone using landing pages could — or should — follow. They included:

A/B and multivariate (MVT) testing — test, test, test your ideas
“message match” continuity between ads/emails and their landing pages
shorter and friendlier forms with better calls-to-action (CTAs)
emphasis on text content (not Flash!) to improve SEO and quality scores
“social proof” with logos, awards, certifications, testimonials, etc.

A year and a half ago, I put together the READY Conversion Optimization Framework as a broad summary of the most universal landing page best practices of the time:


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Landing pages have evolved a lot over the past five years.

Back in 2007, landing pages were almost cliché — what I would call Landing Pages 1.0. Take this example from Google — yes, Google — with the prototypical structure: a headline, a short description or some bullets, a small image (“hero shot”), and a form.

A Google landing page in 2007 Leer más “Landing Pages 3.0: How Content & Context Plays A More Meaningful Role”

Google: 62 Percent Of Valentine’s Day Restaurant Searches Were Mobile

Google is releasing some data on mobile search and Valentine’s Day. The company said, “A whopping 62 percent of total searches for popular national chain restaurants [in the US] on Valentine’s Day occurred on high end mobile devices or tablets.”

One more time: 62 percent of all US-based national chain restaurant queries were coming from mobile devices.

Google focused on national restaurant chains because it could disambiguate and identify them as such. It could well be that the 62 percent figure extends across the entire restaurant category.

Restaurant chain searches leading up to Valentine’s Day


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Google is releasing some data on mobile search and Valentine’s Day. The company said, “A whopping 62 percent of total searches for popular national chain restaurants [in the US] on Valentine’s Day occurred on high end mobile devices or tablets.”

One more time: 62 percent of all US-based national chain restaurant queries were coming from mobile devices.

Google focused on national restaurant chains because it could disambiguate and identify them as such. It could well be that the 62 percent figure extends across the entire restaurant category.

Restaurant chain searches leading up to Valentine’s Day

Google told me that it sometimes can’t tell what’s a restaurant search and what’s not. For example, someone searching for “radicchio” or “papaya” might be looking for a restaurant, recipes or nutrition facts. By contrast, Google knows for sure that Morton’s or McCormick & Schmick are restaurants.

Google also reported last-minute searches for flower-related terms grew 227 percent during the same week leading up to Valentine’s Day. On the day itself “Consumers were 560% more likely to click to make a call week over week.  And mobile clicks to get directions increased 514% over the same period as people were scrambling to find a nearby florist.”

Google also graphed click to call actions hour by hour on V-Day itself (w/in California), with an early peak at 8:30 am(ish) and another one during the lunch hour. Leer más “Google: 62 Percent Of Valentine’s Day Restaurant Searches Were Mobile”