KEO Marketing

Google Pay-Per-Click: AdWords Ads Go Social

Sheila — Thu, 19 Jan 2012 08:58:55 +0000

Google pay-per-click AdWords campaigns just received a big boost from the social media and SEO department. Google’s recent release of Search plus Your World, a new feature in Google search that combines personal content shared with you and others within your Google+ circles and public web content in the search engines result pages, is not only about social integration in search. It’s about Google AdWords, too.

Google currently allows searchers to +1 Google pay-per-click advertisements on Google.com and their Google Display Network, essentially creating socially-enabled ad campaigns. When someone +1’s an ad, like you have been able to do for natural search results, they are recommending this ad, and the ad’s landing page content to their contacts on their Google+ network. Basically, free advertising for your pay-per-click campaign.

The benefits don’t stop there, either. +1’s on Google pay-per-click advertisements also integrates with Google+ Pages and SEO results, and this recommendation carries over to that same landing page that is used for the pay-per-click ad in organic search results. This makes search engine marketing efforts more comprehensive and can help raise natural search results as well.

This social integration into advertising has the potential to change the perspective of internet advertising and capture more attention for a longer time span when people see that their network of friends and contacts have chosen to endorse your advertisement

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Google Search plus Your World, Changing SEO and Going Social

Sheila — Tue, 17 Jan 2012 09:48:16 +0000

Last week Google Search rolled out the “Search plus Your World” update to their search algorithm, but this one is a change everyone can actually see. Google Search has always strived to bring relevant results from across the web and rank them accordingly, based on a nearly endless array of factors. Now, with Google Search plus Your World, Google’s search results get personal, making search engine optimization even more critical.

When you are signed in with your Google+ account, you will now find personal results and profiles of the people you know or follow including pictures, posts and content shared on the Google+ network within your circles. We all turn to our real-world friends for recommendations or referrals and Google has now taken this a step further and is showing these results in a mash up with results from the web.

This Google update could prove to have a greater impact than 2011’s Panda update and make a dramatic change to search engine optimization. Personalized results will be the default when you are logged into your Google+ account, and are only disabled if you are not logged in. The Google Search plus Your World update essentially will make it harder for your customers to find you and for you to get traffic from the same rankings due to Google+ rankings now showing before public listings.

For example, if you ranked #3 in a search result for your keyword, you now could be #6 or lower, and if you were #6 before the update, you might be on page #2 now. That’s probably not what you wanted to hear starting off the New Year.

However, not all hope is lost. You now know that you can’t have search without social media networks and since Facebook and Twitter results are not aggregated into public search, it’s put a major emphasis on not only creating a keyword rich Google+ account for your brand, but being an active member on the network too. Unlike Twitter, you can’t go around and follow everyone, so reaching people outside of your network is not an easy feat. Google plus Your World means that your brand needs to be relevant, well-found, and well-liked (or at least, well-shared) by influencers.

For additional information on the Google plus Your World update and how it will affect your brand and search engine optimization efforts, contact KEO Marketing today.

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Internet Marketing Channels on the Rise

Sheila — Mon, 16 Jan 2012 08:41:16 +0000

There are many ways to spend your company’s marketing budget, and a wide array of internet marketing channels to choose from. Towards the beginning of each New Year, businesses small and large often take a look at their marketing plan and attempt to see what the future holds for marketing their business and which channels will bring in the most revenue. Past all the hype, internet marketing remains to be on top in 2012 and the top five internet marketing channels on the rise include mobile marketing, video, social media, email marketing and search engine marketing.

The bottom five include TV, radio and print ads, focus groups and direct mail marketing. If it wasn’t already apparent, internet marketing channels are here to stay and are in the midst of going mobile as smartphone and tablet sales continue to climb across the world. A complete online marketing plan to manage, optimize and grow your brand and reputation can increase your customer base, sales and turn your website into your number one sales person.

For additional information on what internet marketing channels your business can use to increase your bottom line, contact KEO Marketing today.

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B2B Lead Generation – Using Content Marketing to Acquire New Customers

Sheila — Thu, 12 Jan 2012 17:22:07 +0000

Content marketing has become a staple in recent search engine optimization techniques and an integral part in B2B lead generation to acquire new customers and funneling existing ones down the conversion path. A recent webinar from eMarketer summarized B2B content marketing with these four steps:

Building content: Who is it for, what solution does it offer and how should it be packaged?
Gating content: How does content translate into leads?
Promoting content: Where will the audience look for content?
Measuring content: How well did a piece of content translate into leads?

Build It

The first step is to have a deep understanding of the audience which will shape the content tone, topic selection and how to package the content. Formats such as blog posts, webinars and white papers are ideal for sharing content and can guide buyers down the path toward conversion. Additional sources of content topics include customer service or sales feedback issues and topics competitors are or are not addressing. You can always repurpose content from other formats too – such as taking an article and making it a PowerPoint presentation or video for additional exposure.

Gate It

There is a limit to how much information prospects will provide in exchange for content and Marketers must weigh their data collection wants versus their needs. Multistep registration offers a balanced approach to collecting lead information and marketers can also give prospects control to customize future content marketing dialogue.

Promote It

Social media is a prime channel for sharing content that B2B decision-makers seek and sharing content on social media sites can help to attract—and convert—leads into customers. Companies that engage with their audience in dialogue will have the upper hand come decision time to make a purchase. Keeping in mind the expansive growth of mobile in the past few years, create content that is easily sharable on mobile devices for B2B decision-makers. Before jumping into a content distribution or promotion strategy, make sure to have the metrics to justify the investment.

Measure It

The metrics for measuring content marketing success are straightforward but the actual measurement process is a bit more complex. The majority of B2B companies worldwide track lead activity with a customer relationship management tool but the minority are integrating their CRM system with a marketing automation tool. Without tools to measure the value of each content marketing asset, marketers can’t expect to prioritize their efforts or grow their programs.

How you package content matters, but what is inside matters more and always write for the prospect first and SEO second. Remember to take time to identify the topics that resonate most with prospects’ pain points or educational and informational needs. Leverage internal expertise and manpower to look to clients, fans and followers for topic inspiration and additional content creation.

Promoting content takes time and effort so it is best to pick a few networks and communities you know prospects frequent. Be respectful when asking for information, and listen to them! Multistep registration allows prospects to ease into a relationship with a brand and as they share more information, make sure to have the tools necessary to tailor content to their individual needs.

For additional information on B2B lead generation and content marketing, continue to read our blog or contact us today.

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