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Mobile Marketing: Actual Spending Falls Way Short of Ideal

Mobile Marketing SpendingWe’ve talked a lot about the importance of mobile marketing here recently, and by this point we think (or hope) most marketers have now realized that mobile will only continue to become a dominant factor for engaging and communicating with customers, generating leads and nurturing prospects. Understanding the impact of mobile is one thing, though. Acting upon that by developing a comprehensive mobile strategy and investing money and resources to enact that strategy is a totally different step, one that many businesses have been slow to take.

It should be easy to see the enormous potential of mobile marketing, and the value of investing in efforts in that realm. But just in case you still need a little more convincing, some recent statistics may do the trick. Mobile marketing spend could reach roughly $220 billion by decade’s end, with the U.S. portion of that accounting for $70 billion.

That’s according to a report just released by Mobile Marketing Association (MMA) titled, How Big is the Mobile Marketing Opportunity, which explores the mobile ad market opportunity for both marketers and mobile ad/media sellers. These calculations were based in the ROI of mobile strategies, and the rate at which mobile is rapidly dominating the marketing landscape over traditional, non-mobile channels.

The key word here is “could.” In other words, that’s the amount marketers could (and should) reasonably justify spending on mobile, given the huge growth and potential payoff in that area. The reality, however, seems to indicate that actual spending on mobile will fall far short of that benchmark. MMA’s research says that actual mobile spending right now is less than half of what it should be at optimal levels.

For those of us who have been paying attention, this shortfall in mobile investing is unfortunately not a big surprise. Mobile usage has exploded so suddenly that marketers in general have found it difficult to keep up. While consumers have rapidly embraced the mobile environment, businesses have scrambled to switch gears and transition to a mobile mindset. Many still don’t have a well-developed mobile strategy and haven’t developed effective tactics for reaching customers through this channel.

The silver lining is that this means lots of opportunity for those who were forward-thinking enough to embrace (and invest in) mobile from the start.

For those marketers who were quick to appreciate the significant ROI potential of mobile and have already enacted a mobile strategy or are in the process of developing one, their willingness to invest in this area will likely give them a valuable edge over competitors who are dragging their feet.

MMA refers to this as the “first mover advantage” and says it can prove to be extremely profitable. The MMA report says, “Agile marketers who see the opportunity, move first to embrace it, and act analytically and rationally to test, learn, and continually optimize their mobile execution will win. To the winners will come significant financial spoils at the expense of mobile laggards – and all by using same ad spend budgets, but for better results.”

Spelling this out in actual figures, MMA says optimizing mobile spend can result in a 2.6% net gain on impact generated from a campaign. In other words, just by optimizing on mobile in the media mix, marketing would be 2.6% more effective at driving sales.

Of course, most marketers face the challenge of trying to achieve the best results with a limited budget. That’s why it is so important to develop your strategy carefully, starting with the most cost-efficient tactics that will provide the greatest ROI. KEO Marketing has considerable experience in developing mobile marketing strategies that deliver results quickly (which as a bonus can help when trying to get buy-in from those in financial roles).

Posted in mobile marketing | Tagged keo marketing, mobile marketing, mobile marketing strategy

B2B Marketing: Strengthen Your SEO Tactics

Strengthen Your SEO TacticsMarketers in general should always make search engine optimization a priority. For B2B marketers, this is often an area they find challenging, or one they find difficult to squeeze into their busy schedule. Yet many surveys and studies show that B2B companies often fall short when it comes to SEO efforts, a weakness that even those marketers themselves acknowledge.

With a heavy workload and a packed schedule, B2B marketers need to focus on tactics that will give them quick, noticeable results with limited time and effort. This means they need to identify efficient ways to improve their SEO strategy with the best possible payoffs.

While a comprehensive SEO plan can definitely take a lot of time and manpower, there are some ways to focus your efforts so you can get a strong headstart.

First, you really need to understand your customers (and the prospective customers you are targeting). This is of course something that should be a top priority for you in general anyway, as it will be valuable information that will guide many of your marketing decisions.

With regards to SEO, you will want to understand the motivations of these customers or prospects and consider the problems they need to solve. This in turn will help you figure out what search terms and phrases they are likely to use when searching for a solution, or a vendor that can provide that solution. When creating your content, you will want to ensure that you incorporate text that directly relates to the terms these users would be likely to use when searching for vendors or service providers.

It is also critical that you work closely with your IT team. While you may be developing the SEO strategies and goals, they are the ones who will need to actually implement most of these elements. They may be handling the heavy lifting behind the scenes, but they will be looking to you for guidance about what the priorities should be and the ultimate goals you want to achieve with these tactics. They can also alert you as to specific challenges or concerns you will need to consider when planning content, web design or other marketing materials.

Speaking of content, this will be the foundation of all of your SEO efforts. You want to plan your content carefully and strategically, taking the time to create well-written information that users will find helpful. This is especially important in light of recent Google changes that reward high-quality content.

As a side note, you should also make sure that your content is valuable enough to establish you or your business as a respected authority and a source of current, accurate information. This will prompt media outlets, bloggers and other influencers to share your content or cite your materials, with links that will in turn provide an SEO boost which may possibly be significant.

KEO Marketing specializes in providing search engine optimization assistance for B2B businesses, and we can help you improve your SEO results.

Posted in search engine marketing | Tagged B2B Marketing, keo marketing, search engine optimization

Search Engine Optimization Challenges for B2B Marketers

SEO challenges for B2B MarketersSEO can be challenging for any business or marketer, but there are some issues unique to the B2B realm that can make this area particularly tricky for those who work in that sector.

While there are too many issues to address here, let’s briefly touch on a few that you might need to consider.

Users are seeking solutions they can trust. While on the surface they may be seeking a supplier for a product or service, people researching B2B vendors are often really trying to find a partner or solutions provider. With that in mind, they are more likely to do broad research, looking for data-driven information from objective third parties that support their buying decisions. This is why it is so important that potential customers can find helpful information about your company not only on your own site but (perhaps even more importantly) on other reliable, trusted sites. SEO solution: Your marketing strategy should include producing content that can be used by other sites and/or establishing yourself as an authority they will often cite as an industry leader.

Database-powered sites and pages can cause SEO headaches. Many B2B companies use a database-driven system to generate pages on their site(s). This is particularly true in the case of companies that display a high volume of product specs, catalog listings or other text-heavy content on their sites. This process generally involves a computerized system that can constantly update these pages in a very short time. While this is efficient, the downside is that this automated system doesn’t always produce SEO-friendly results. SEO solution: Work with your tech team to identify and avoid possible SEO issues, such as duplicate content and naming systems that could generate problematic URLs or title tags.

Lead generation is one of the top priorities (and biggest challenges) for many B2B companies. With regards to SEO and content, this is a multi-step process. Potential customers must be able to find your information, and then your content must hold their attention enough to keep them interested until they are ready to buy. SEO solution: Identify strategic keywords most valuable for SEO, and make sure your content has strong call to actions and is compelling enough to lead visitors through the conversion process.

This is just a small sampling of the SEO issues that can cause headaches for B2B marketers, which is why KEO Marketing specializes in providing search engine optimization assistance for businesses in that sector.

Posted in search engine optimization | Tagged B2B Marketing, keo marketing, search engine optimization

Social Media: Simple Tool Increases Leads and Conversions

Social media tool increases leads and conversionsAs most B2B marketers already know, much of their job involves establishing and maintaining relationships with customers (and potential customers). Cultivating those relationships can be a time-consuming process that involves a lot of effort, along with good people skills.

Many brands have discovered how helpful social media can be in communicating and engaging with their customers and others who may be interested in your brand. This is also a great way to spread the word about product updates, company news and great content you want to share.

However, there is one specific aspect of social media that doesn’t seem to get as much attention from B2B marketers as it should—and this oft-overlooked tactic can be extremely valuable in attracting and converting website visitors and customers.

That secret weapon? Social logins. This tactic bridges the gap between social media and your own website. It lets you learn about users who were previously lumped under the dreaded “anonymous visitor” category of website traffic. Now you will be able to gain valuable insight about these formerly mysterious users, information that can help you figure out the best ways to engage and convert these visitors. Since lead generation and nurturing are such big challenges to B2B marketers, this is great news.

Research clearly shows that social logins can lead to increased interactions and promote higher conversion rates. In addition, they can provide you with access to valuable insight about specific leads and your target demographic in general.

Here are some stats to keep in mind:

  • 64% of people surveyed said they are more likely to return to a website that remembers them without a user name or password
  • 49% would read more articles using their mobile devices if social login made it easier to log in
  • 42% would make more purchases online using their mobile devices if social login made it easier to login

Here’s another interesting tidbit: while many people might assume the most important social login in the B2B realm is LinkedIn, in reality it’s actually Facebook, according to data compiled by Janrain. Recent updates by Facebook that allow users to control which information is shared when they use a social login has prompted more people to be receptive to using this option.

Incorporating social logins on your website(s) will take a little bit of effort on the part of your tech team, but as you can see, the benefits make it well worth it.

This is just one small part of your social media plan and marketing strategy, and KEO Marketing can help with this and any other tactics you need.

Posted in social media | Tagged B2B Marketing, keo marketing, marketing strategy, social media