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”

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”

Where’s It Hurt? After You Search For A Symptom, New Google Health Search Results Suggest Causes

Google Chief Health Strategist Roni Zeiger, MD, says the company sees users search on health symptoms and then almost immediately turn around and search for conditions they discovered in those initial search results. As a consequence Google is now going to “compress” that two or three-step process into one. Zeiger explains in a blog post this morning announcing the new symptom-related search results:

To make the process easier, now when you search for a symptom or set of symptoms, you’ll often see a list of possibly related health conditions that you can use to refine your search. The list is generated by our algorithms that analyze data from pages across the web and surface the health conditions that appear to be related to your search.
Below are a couple of “before and after” examples for “headache” and “trouble breathing and tired” to illustrate the change. The “after” screenshots were provided by Google.


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Roughly 100 million people in the US search for health information on a monthly basis, according to 2011 comScore data. Google has seen these queries up close and recently concluded that it doesn’t do a great job of servicing them. The company is thus introducing improved results that shorten the time from symptom-related search to discovery of potential medical causes and conditions.

Google Chief Health Strategist Roni Zeiger, MD, says the company sees users search on health symptoms and then almost immediately turn around and search for conditions they discovered in those initial search results. As a consequence Google is now going to “compress” that two or three-step process into one. Zeiger explains in a blog post this morning announcing the new symptom-related search results:

To make the process easier, now when you search for a symptom or set of symptoms, you’ll often see a list of possibly related health conditions that you can use to refine your search. The list is generated by our algorithms that analyze data from pages across the web and surface the health conditions that appear to be related to your search.

Below are a couple of “before and after” examples for “headache” and “trouble breathing and tired” to illustrate the change. The “after” screenshots were provided by Google.

Leer más “Where’s It Hurt? After You Search For A Symptom, New Google Health Search Results Suggest Causes”

Did Super Bowl Advertisers Take Advantage of Search Interest?

Over the past couple of days, numerous stats and figures have been published about how Super Bowl advertisers took advantage (or not) of social media this year. But commercials also drive people to search engines, which in turn (when things go right) can lead potential customers to advertiser web sites where rather than talk about a brand as they can on social media sites, they can watch the commercials again, cementing brand messaging, and take a closer look at the products being sold. (Which is presumably why a company would spend $3.5 million dollars on a thirty second spot in the first place.)
Commercials Drive Searches


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Over the past couple of days, numerous stats and figures have been published about how Super Bowl advertisers took advantage (or not) of social media this year. But commercials also drive people to search engines, which in turn (when things go right) can lead potential customers to advertiser web sites where rather than talk about a brand as they can on social media sites, they can watch the commercials again, cementing brand messaging, and take a closer look at the products being sold. (Which is presumably why a company would spend $3.5 million dollars on a thirty second spot in the first place.)

Commercials Drive Searches

Since the 2009 Super Bowl, I’ve monitored how the ads influence search interest, and every year, the trend has been the same. As people watch the Super Bowl, they search for everything they’re watching: teams, players, performers, and of course, commercials. The trend continues the day after the game as people talk about the commercials and turn to Google (and Bing) to watch them again. Take a look at the spiking searches for February 7th, the day after the game according to Google Trends:

Google Super Bowl Trends - Monday Leer más “Did Super Bowl Advertisers Take Advantage of Search Interest?”

4+ Recommendations To Enhance B2B SEO Initiatives

The start of the new year is the ideal time for B2B search engine marketers to reassess website strategy and determine where enhancements could be made to benefit SEO visibility.

With budgets still in review and benchmarks being set, focusing on site enhancements first could help maximize the benefits of all ongoing SEO initiatives, that are realized over the course of the year.

Marketingsherpa just released its 2012 B2B Marketing Benchmark Report and two points helped shape this column. First, B2B marketers experienced severe declines in the tactical effectiveness of two top initiatives, website strategy and SEO.


The start of the new year is the ideal time for B2B search engine marketers to reassess website strategy and determine where enhancements could be made to benefit SEO visibility.

With budgets still in review and benchmarks being set, focusing on site enhancements first could help maximize the benefits of all ongoing SEO initiatives, that are realized over the course of the year.

Marketingsherpa just released its 2012 B2B Marketing Benchmark Report and two points helped shape this column. First, B2B marketers experienced severe declines in the tactical effectiveness of two top initiatives, website strategy and SEO.

B2B marketing effectiveness

Second, while the B2B marketing role has not really changed, leading “cutting edge” initiatives and creating buzz continue to grow in priority, along with lead generation initiatives as a whole. Leer más “4+ Recommendations To Enhance B2B SEO Initiatives”

A Proposal For Social Network Détente

For the past two weeks, I feel like I’ve been witnessing some type of Cuban Missile Crisis going on between Google, Twitter and Facebook. I’d like to suggest some ways that social-nuclear war might be averted.
Beyond Blame, Believing In Cooperation

Let’s set aside blame, because blame isn’t going to move anything forward.

Let’s also assume that all the players can be taken to some degree at their word, that they do indeed want to work together in some ways.

What does everyone want?
The Wants & A Game Changer

Google has wanted its own social graph for some time. By social graph, I mean a way for it to see how people are interconnected, which could potentially improve Google’s search results. Better ways to target ads, new “sticky” content where people spend huge amounts of time are other things it wants, but let’s focus on the search aspects.

Twitter has wanted, well, clearly money along with other non-disclosed things for what is mistakenly assumed to be its most valuable asset, its “firehose” of tweets. What’s really Twitter’s most valuable asset is actually its sharing activity, but I’ll get back to that.

Facebook has wanted, well, I don’t know — maybe to be the best social network out there. Don’t laugh. If Google once had a laser-like focus on being the best search engine out there, Facebook can have the same focus on social. That’s a vision that Facebook probably doesn’t want ruined by Google encroaching on its territory. A vision that, of course, makes Facebook plenty of money by tapping into social actions.

We also now have something new that both Facebook and Twitter say they want — to be better represented in Google’s search results. It’s not as if they haven’t been there. But releasing today’s Don’t Be Evil bookmarklet — which alters the Google’s Search Plus Your World service — was a game changer in these Cold War years between the search and social superpowers.


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google-facebook-twitter-missilesFor the past two weeks, I feel like I’ve been witnessing some type of Cuban Missile Crisis going on between Google, Twitter and Facebook. I’d like to suggest some ways that social-nuclear war might be averted.

Beyond Blame, Believing In Cooperation

Let’s set aside blame, because blame isn’t going to move anything forward.

Let’s also assume that all the players can be taken to some degree at their word, that they do indeed want to work together in some ways.

What does everyone want?

The Wants & A Game Changer

Google has wanted its own social graph for some time. By social graph, I mean a way for it to see how people are interconnected, which could potentially improve Google’s search results. Better ways to target ads, new “sticky” content where people spend huge amounts of time are other things it wants, but let’s focus on the search aspects.

Twitter has wanted, well, clearly money along with other non-disclosed things for what is mistakenly assumed to be its most valuable asset, its “firehose” of tweets. What’s really Twitter’s most valuable asset is actually its sharing activity, but I’ll get back to that.

Facebook has wanted, well, I don’t know — maybe to be the best social network out there. Don’t laugh. If Google once had a laser-like focus on being the best search engine out there, Facebook can have the same focus on social. That’s a vision that Facebook probably doesn’t want ruined by Google encroaching on its territory. A vision that, of course, makes Facebook plenty of money by tapping into social actions.

We also now have something new that both Facebook and Twitter say they want — to be better represented in Google’s search results. It’s not as if they haven’t been there. But releasing today’s Don’t Be Evil bookmarklet — which alters the Google’s Search Plus Your World service — was a game changer in these Cold War years between the search and social superpowers.

The Bill Of Social Data Rights… Leer más “A Proposal For Social Network Détente”

Foursquare Launches “Personalized Search For The Real World”

Foursquare is introducing what it calls “personalized search for the real world” on its recently redesigned website. What that means as a practical matter is the introduction of the “Explore” feature, better keyword search and several new filters that enable users to drill down in search results. We can now, without hesitation, now call Foursquare a “local search engine.”

You’ll now see an Explore button or tab in the upper right on the website. It’s obviously been on the mobile app for some time but not on the site until today. Because I was so used to seeing Explore on the mobile client I didn’t remember it wasn’t previously available on the website until Foursquare pointed that fact out.


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Foursquare is introducing what it calls “personalized search for the real world” on its recently redesigned website. What that means as a practical matter is the introduction of the “Explore” feature, better keyword search and several new filters that enable users to drill down in search results. We can now, without hesitation, now call Foursquare a “local search engine.”

You’ll now see an Explore button or tab in the upper right on the website. It’s obviously been on the mobile app for some time but not on the site until today. Because I was so used to seeing Explore on the mobile client I didn’t remember it wasn’t previously available on the website until Foursquare pointed that fact out.

Leer más “Foursquare Launches “Personalized Search For The Real World””