SEO My Business on Blog

SEO My Business on Blog

Aug 12, 2020

When discussing account-based marketing, the phrase “two birds, one stone” will probably come to mind a few times. That’s because the success of ABM can be credited to its ability to create efficiency and drive results. It enables clear communication between teams within your organization. It’s also a very cyclical strategy, one that creates a symbiotic relationship between teams: Marketing needs sales, sales needs marketing. Customer success helps both teams and benefits from positive outcomes and results.  In the B2B marketing space, ABM is a clear win (if implemented correctly) for everyone—from the marketing team to the sales team to the customer success team. Here’s how. How ABM Benefits Marketing If you’ve done some ABM research, then you’re probably already familiar with one of the pros of ABM: It’s all about collaboration, bringing the marketing and sales teams together and ensuring effort is streamlined and more efficient. No one is doing unnecessary labor in order to achieve the company’s goals.  With ABM, marketers have their work cut out for them, but in a good way. Their expertise in creating engaging content and finessing it until it hits home with a potential account is crucial in generating marketing qualified accounts (or MQAs). And the way ABM inherently works benefits this team because the content and messaging have guidelines. They should be custom, made to work for a very specific person within an account. So when it comes to actually writing the ad copy or creating the infographic, the copywriters, graphic designers, and marketing strategists know exactly what they need to create for the audience who will eventually consume the work. How ABM Benefits Sales ABM cuts down on the extra legwork that won’t ever lead to sales. The sales team becomes hyperfocused on valuable accounts with a high possibility of engaging and eventually converting. They have the chance to really do a deep dive and learn about the accounts and understand how some of the largest decision-makers within the organization work, think, and buy. Quality over quantity is an ABM motto you’ll hear from time to time. With ABM technology, the sales team is also made aware of the right time to approach a potential customer or new contact within an organization. For example, they’ll know when a certain decision-maker has gone to their site, engaged with an ad, or attended a webinar—this signals to them the account has moved down the funnel and it’s an effective time approach (e.g. send an email) and discuss possible opportunities. Ultimately, ABM strategies serve to generate sales—and have you ever heard of a sales team that doesn’t have that goal in mind? How ABM Benefits Customer Success  The purpose of a customer success team is to help the customer achieve their objectives. This involves ensuring the customer sees value in the company and has all the resources and support they need from the company. At its core, this team should work to maintain a great relationship with the customer. ABM strategies are extremely helpful in two main customer success arenas: retention and expansion. ABM campaigns can be used to target current customers, keeping your company relevant and top of mind—especially when it comes to renewal or product updates and announcements. Partnering with the marketing team is necessary for this step of the ABM process: Campaigns should be engaging, consistent, accurate, and on brand. With ABM, the customer success team’s knowledge is king: They know the customer (or a similar customer) inside and out. They know what the customer responds to and what they value. Their input here should be valued, as ABM is a truly customer-centric strategy with customized campaigns and a deep knowledge of clients.   Interested in learning more about platforms that provide ABM services? Read More

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Aug 5, 2020

Sales made through lead generation are one of the most important KPIs to track for mid-sized through enterprise-level businesses, as they represent how appealing your company is to clients and accounts that are currently up for grabs. Lead generation on the whole describes how your company handles an inbound flow of web, phone, and email queries. This includes the assets you have available to compel leads to reach out to you, the marketing spends you have in place to make them more likely to reach out, and how successful your sales team is in terms of finalizing the customers already interested in your brand. These three primary measurements include the vast majority of lead gen-based brand interactions, and unfortunately, there are a lot of areas where things can go wrong in a sales cycle that often opens and closes in the span of minutes. In this article, we take a look at the most important real-world assets and digital assets you’ll need to ensure your business presents itself as the top dog in your industry, and where most marketing teams tend to make the most mistakes when they’ve just begun to implement a lead generation strategy. Lead Generation Mistake 1: Focusing On the Wrong Numbers Metrics are the most powerful tool marketers have at their disposal, but we’ve seen plenty of our industry contemporaries follow the wrong numbers in the wrong direction. Most marketers won’t make the mistake of ignoring the big factors, like marketing ROI, but they don’t take the time to research what the numbers on your conversion pages should look like when things are going well. How many impressions are enough? 4,000? 50,000? 15 million? That’s an answer a good marketer can’t give offhand because there are a myriad of factors that impact how much visibility will be right for your product, and that should influence the ultimate decision, which is to increase, decrease, or maintain your current spends on visibility. Do your research, and reach out to marketing experts if you need advice. Plenty of modern marketing firms overspend on driving leads into the front-end of the sales funnel, when the real problem is far too few of those leads ever reach the bottom of that funnel and become sales qualified. An experienced marketer will always start with page performance and then adjust company spends from there. Lead Generation Mistake 2: Operating Too Few Conversion Points Books have been written cataloguing the dozens of ways digital marketing professionals find ways to make conversions. Long gone are the days of sandwich-board wearers, sign flippers, and clipboard-wielding sidewalk chasers. Digital marketing has evolved every year to produce new ways to reach your target audience in ways you’ve never even dreamed of—and making sure your business is utilizing many of those is absolutely imperative to long-term marketing success.  Not every person you want to do business with will use Google My Business when they’re trying to find someone in your industry. Fewer still will download and actually read the white paper, case study, or e-book you paid that expensive content writer a pretty penny for (and as the person who writes those, I feel your pain). That being said, your battle to win that lead over doesn’t have to end there. Beyond social media, beyond cold calls, beyond automated email campaigns, there’s a host of ways to compel that lead to convert, and it’s your prerogative to know exactly what your options are, and whether they’ll yield a competitive return compared to other marketing tactics. Lead Generation Mistake 3: Losing Your Target’s Gratitude Lead generation is synonymous with entering into a brand-new business relationship. In some cases, that relationship is a quick fling—cash and product changes hands, and both parties leave happy to have crossed paths. In others, the first interactions born of a lead gen campaign can lead to a sale, and then the quality of your product or the excellency of your service can compel that lead to return and make more purchases—growing your brand’s gross output and visibility in turn. Is there any question as to which of these is the better business relationship?  Have your marketing spend work for you longer by treating your leads with respect from the very first interaction. “Gotcha!” tactics are one of the easiest ways to drive a wedge between you and repeat customers, which is why our marketing experts actively advocate for the use of marketing tactics that give, and give, and give. At SEO My Business, we want you to give away your golden goose, just like we’re here in this blog offering real-world marketing information you can use to help grow your business today. We didn’t bring you here for page views. We want you to learn about marketing, engage with us, and leave here feeling satisfied, and we think all lead generation-based businesses should make more content people are willing to pay money for, and then give it away for free. Great industry advice can never serve as a replacement for access to the mind of the person who’s lived and experienced that phenomena first hand, and what better way to show how competent your company talent is to a prospective client than showing that client exactly who you are and what you know.  Even the marketing tactics that drive you crazy—pop-up ads, repetitive programmatic ads, random emails showing up in your inbox—those are opportunities to create gratitude in the lead you’re pursuing, and far too many marketers forget one thing: At the end of the day, making your clients like you is more than half the battle. If you’re interested in learning more about lead generation or account-based marketing, browse the topics of our other blogs, or reach out to an industry expert here. Learn more about lead generation and why SEO is crucial for this marketing strategy. Read NOW

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Jul 29, 2020

What you’ve heard is true: Account-based marketing is the gold-standard for B2B marketing in 2020. If you’re not already going after specific, high-value accounts with personalized messaging, there’s no way you’re getting a competitive ROI from your marketing department.  The biggest strength of ABM is the ability to unite your marketing and sales by providing them with always-on reporting technologies, letting your higher-ups spend much more time managing campaigns and closing deals, and less time sending emails. This makes it one of the most scalable, modern digital marketing tactics available to enterprise-level businesses in the B2B sector. Why B2B companies are gravitating toward ABM To make a long story short, ABM strategies have been the leading way to create sales opportunities for over 10 years, and, as a result, the number of ABM platforms and technologies dedicated to the practice is on the rise. According to a 2014 ITSMA survey, ABM delivers the highest ROI of any other B2B marketing strategy, and that was six years ago. More recently, Engagio found companies that utilize ABM often allocate the greatest portion of their budget to the strategy—around 29% on average. Marketing is a lot like investing: The smartest individuals put their money where it’s bound to multiply, and that’s why the best marketers in North America are putting all the money they can into ABM. 87% of account-based marketers report their ABM strategies significantly outperform their other marketing investments, so what’s keeping your business from getting that same stellar return on investment? Getting Your B2B Marketing Team On Board  Even though ABM makes a promise to increase ROI and reduce inter-departmental headaches, it will always take convincing to bring five, 10, or 25 people on-board with a strategy they’re unfamiliar with. Any time a new business strategy becomes popular, some of the most skeptical adopters will always be the ones who are doing just fine. As ABM requires participation from everyone—from sales to the C-suite—it will only be adopted if every level of employment and management understands exactly which pain points it’s going to address for their business. B2B marketers, specifically, face a unique set of challenges that can be solved by utilizing the SEO My Business ABM tactics: Disconnects with the sales team: One company, two different teams trying to achieve the same goal—ABM will unite their efforts inherently, by providing them with the same data in real-time. Pressure to produce quality sales opportunities:Targeting leads who will never convert is a waste of time—ABM can pinpoint a smaller number of leads that are more likely to engage and concert. Lack of man-hours for planning deals:There are only 24 hours in a day and anywhere between 40 to 50 hours in the workweek. ABM automatically pushes accounts down the funnel more rapidly, and it works at any time of day, without anyone on your sales or marketing team having to intervene. ABM Strategies for Solving B2B Marketing Woes The first B2B challenge that can be solved by ABM is getting your sales and marketing teams on the same page. In many organizations, marketing and sales departments lack transparency—leaving room for wasted effort when targeting and chasing accounts.  The ABM model promotes synergy between marketing and sales divisions by having them link up at the start of the endeavor: Marketers work closely with sales professionals to target accounts, and then use their input to create a schedule of content syndication and engagement opportunities. Once it’s time to close a sale, your sales team will have a history of client engagement that’s detailed on a level they’ve probably never seen before, because it’s pretty much impossible to provide without an ABM campaign up and running. The second challenge confronted by business-facing enterprises is creating a steady pipeline of quality leads. For the most part, B2B models can’t rely on most lead-generation marketing tactics because there isn’t an audience large enough to make lead-gen-based spends a good return on investment. B2B companies often make 10 to 100 times less total revenue transactions than B2C companies do—and that’s exactly why you should be 10 to 100 times more specific about who your marketing content reaches. Expect to see the same channels active— content marketing, paid search, SEO, and programmatic will all be big players used to move accounts through the sales funnel, but your scale (and thus your total spend) will always be scaled down to the smaller audience comprised of players qualified to do business with you. The last challenge ABM can fix: not enough time. Time is money, and who knows how many marketers you’re paying to source leads, create assets, manage reporting, and  make cold-calls. With a switch to ABM, your brand new data stack will do plenty of these tasks for you, leaving your marketing team with fewer tasks to do per day, and your sales team completely focused on only one thing: closing deals. The ABM model promotes synergy between marketing and sales divisions by having them link up at the start… Calculating the ABM ROI for B2B Companies So you’re interested in ABM, but where do you start? We suggest heading to our ROI Calculator to measure how much a modern ABM strategy would benefit your company. If you’re impressed with that number, get in touch with our full-stack ABM team to learn more. Want to take a closer look at platforms that provide ABM services? Read More

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Jul 29, 2020

Your company’s marketing strategy is probably killing it somewhere, right now, as you’re reading this—but that doesn’t mean it can’t be improved. If you’ve worked at a marketing firm for some time, you’re probably aware of patterns among the marketing team. Just like people have different aptitudes and proficiencies when it comes to their hobbies and life skills, some marketers have favorite or go-to strategies. The people who are good at social media marketing seem to excel at social media in general, and use it often. The SEO wizards are the perceptive ones at the office—often very aware of who responds well to what and why. This is just one more way that not all marketing strategies are created equal. Pretty much every marketing tactic from the last five years has a viable ROI when employed by a seasoned professional, but that doesn’t mean each marketing tactic your company employs will be operating in a way that gives you the best ROI. This article explains how to bring your least profitable marketing campaigns back in line with your most profitable ones through the use of an account-based marketing solution. Improving Your Audience First things first: Your business won’t be changing marketing tactics when you integrate an ABM campaign. ABM consists of many of the same tactics that are mandatory for every marketing department: SEO, programmatic, paid advertising, social media, automated marketing. The separation here is mainly found in how you use those tactics, coupled with the number and type of people you’re using those tactics on. If you’re a part of a large business, there isn’t much chance you’ll maximize revenue using only lead-based marketing strategies. With a shift toward account strategy, your marketing department can prioritize high-value clients in a cost-effective way, with access to tools that enable them to collaborate with sales every step of the way. The Buoying Effect One of the best features of an account-based solution is how easy it is to see the effectiveness of your marketing channels. With a new strategy that explicitly involves tracking real, very important individuals, you’ll have access to new, game-changing information. Soon, you’ll learn, for example, plenty of accounts are won on social media and the exact value of your re-engagement campaign (as long as it’s working properly). When you employ an ABM strategy, you’ll measure the cost of the campaign as a whole, based on the channels that will result in the best ROI for that particular client. You’ll want to pay attention to what your probable return is on running social ads, or programmatic on corporate news sites, and by the next month, you’ll have information that describes exactly how effective those spends were. With ABM, you get to see exactly how much your channels are affecting any given target. This is known as the “Buoying Effect.” When you choose ABM, your marketing department will receive valuable data each month: portfolio and engagement activity for the most important prospective client/s. You’ll learn how you reached them on social media, that their impressions for your business have increased by 400% since you began targeting, and that it’s only a matter of time before they convert. One of the best things about ABM is its stellar return, but any marketing professional will tell you data en masse, a veritable pile of information about where you’re performing well and why, is monumentally more valuable than any single account you could land (yes, really). How Engagement Inevitably Increases with ABM If you’re starting ABM from a primarily lead-based strategy, launching a new ABM campaign is a lot like doubling the efforts of your marketing department. Your total marketing spend will increase initially, but even after the first month, you’ll have a second set of data points that are just as robust and descriptive as what you were getting the month before. That’s right, double the information. As such, it becomes imperative to automate as much as you can, right out the gate. Automating makes it easy to continue the customer experience as it scales, increase the speed of your qualification processes, and send better post-engagement content to the accounts that really matter. This is how cross-channel engagement starts to flourish. By nature of focusing on accounts more directly, you’re moving away from the short, straightforward buyer’s journey to something that takes a level of care and premeditation. The amount of time your ABM target will stay in the awareness phase will sometimes be three or four months longer than a lead-based client. But isn’t that bad? Not at all. In reality, spending more time on your client’s radar will not only make them aware of your brand, but they’ll also feel much more comfortable making large deals, due to the level of familiarity. This is how ABM makes brand advocates, rather than quick, cheap deals. With the level of automation required to manage an ABM campaign effectively, your business will always be exactly where it needs to be when that client is ready to make a deal. The next step is to keep track of which clients you gained through ABM, and see what they go on to do for your brand. Do they now tag you in their marketing material? Are they interested in collaborating on a white paper? Did they recommend you to other enterprise-level clients? Our ABM clients certainly do, and we attribute that to the head start ABM grants when it comes to building a business relationship. Interested? Read more about ABM on our blog, here, and reach out to us if you’d like to purchase a comprehensive ABM marketing solution. Download our E-Book, the ABCs of ABM  Read More

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Jul 20, 2020

There are only so many points of entry into account-based marketing for Software as a Service or On-Demand Software Businesses. If you’re a marketing professional working for an enterprise-level business, there’s no question ABM has crossed your radar as the ever-present, undisputed “top dog” when it comes to impressive ROIs for big businesses. If you’re an SaaS professional, it’s likely you’ve heard of ABM as a way to get new, better clients; after all, tapping into the demand for your software is one of the most critical areas of the industry. It’s All About Whom (and What) You’re Spending On If you’re still unfamiliar with ABM on the whole, think of it as working exactly like the ideal chief marketer for your Software as a Service company. The goal of ABM is to first identify who has a need for your specific product, take into account who else is in the market right now, and then find a way to get your company on their radar. Selling SaaS isn’t like selling food or paper towels or underwear. Not everyone is going to need what you’re offering. As a result, it makes the most sense to be as specific and deliberate as possible when it comes to paying for certain people to consume your marketing content. ABM has been the most precise form of targeted marketing ever since its inception, and it’s continued to be the most profitable way for businesses with specific or technical products to seek out the buyers ready to make a big spend. How ABM for SaaS Differs from Other Business Models As an ABM professional, it’s easy to see how ABM could be a logical way forward for pretty much any business. While it’s generally only used by vendors up-to-speed with modern marketing conventions, it’s an especially effective tool for small to medium-level businesses. That’s because the kind of business that they do will almost always happen on a 1-to-1 level—one person in your target account who has the authority to buy your product will talk to the one person at the business who’s best equipped to sell it—because that’s all it takes for the deal to close. At the enterprise-level, there’s an entirely different story. Research has found buying committees can include, on average, anywhere from six to 12 people, all of whom ought to know exactly who you are, and the majority need to believe your product is the absolute best way forward. For this reason, ABM for SaaS is all about targeting effectiveness. Here’s where the spends on SaaS are different: 1: Be comfortable increasing spends on your own SEO and internal tracking infrastructure, so you can add new targets to your ABM list based on your inbound traffic. 2: Invest in third-party tools that can provide you with ABM target information in batches. This can give you information about who’s searching for your product and when they’re doing it, which is information that can be hard to come by without using a third-party resource. Get Technical with ABM Unlike with more generalized marketing tactics, you can be confident the targets receiving your ABM content are all fairly well-read when it comes to the product they’re in the market for. From a marketing perspective, this is a huge bonus, as it allows your marketing and sales teams to build stronger business relationships from the start. One of the most difficult aspects of marketing a technical product is assessing how much technical information your buyer will respond favorably to. This is all about knowing your audience. We could’ve given this article to our leading ABM management officer to write, and it would’ve come out ready for international publication—but there would need to be a thesaurus in the sidebar for everyone who stumbled onto this page from organic search. It’s for this same reason MarTech articles are written in fantastically clear, to-the-point language. The beauty of ABM is you don’t need to do much in the way of handholding when it comes to how technical your content is. The whole point of the enterprise is to get your most proficient people talking to your prospective client’s well-versed employees. With ABM, you know exactly whom you’re talking to, making it even easier to hit the sweet spot between “an SaaS POS solution with automated POCs easier to use than ABC” and “our software is good and stuff.” With ABM, you don’t have to dumb things down. In sum, with ABM for Sales as a Service Software, you can afford to delve deeper into which technical elements make you superior to the competition, and you can feel confident your audience will know how and why that’s important. How to get started with ABM If your SaaS company’s marketing division is looking into employing account-based marketing to bring in more sales, the first thing to do is look at your current marketing infrastructure. ABM is more than a tactic—it’s a fully-fledged marketing strategy that utilizes a host of marketing tools and techniques, and you won’t get that stellar ROI you’ve been hearing about without a robust marketing plan already in place. If you have questions about how to implement an effective ABM strategy and what that entails, read our blog or reach out to us for a consultation. If you’re interested in an end-to-end ABM solution from a marketing company with experience in the SaaS field, contact SEO My Business today. Find out if you’re using the right ABM platforms: Read More

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Jul 14, 2020

If there’s one truth in life (and in B2B marketing), it’s this: Data and metrics should always inform decisions. One of the reasons account-based marketing has reached popularity in the last few years is because it gives clear results—communicating to the sales and marketing teams, as well as other stakeholders, that the marketing strategy is working (or not working, and there’s some adjusting to do). But how exactly should ABM results be measured and tracked? What qualifies a “successful” campaign? How can you tell if your efforts are actually worth it? This is where the fun comes in: ABM technology and strategies give way to real-time, informative results. Below, learn about five KPIs marketers and sales teams use to measure ABM success—and how they better inform strategies across the board. 1. ENGAGEMENT Engagement, the buzz word thrown around by those in the industry and digital worlds that oftentimes feels hypothetical or non-measurable. But that isn’t the case with ABM. Simply put, engagement is key when measuring ABM success; a more engaged account is automatically more valuable in the funnel than a non-engaged account. Tracking whether your conversions elicit further engagement is a crucial metric, as is whether the content you’ve delivered is significantly increasing your target’s likelihood of becoming an MQA. This is a measurement that should be continually tracked over time. Engagement also serves as an important middle-of-funnel measurement that: Tells the sales team which accounts are on the road to becoming customers, and when it’s the opportune time to strike  Lets the marketing team know where to continue their efforts or spend more time Indicates potential revenue 2. MARKETING QUALIFIED ACCOUNTS (MQAs) SQLs or MQAs… how do you know which one to measure? Let’s break it down. With ABM, your data sheets will include a smaller set of accounts (versus leads), with more precise data than what you’d find in conventional marketing analytics tools. But that doesn’t mean you necessarily need to ignore traditional leads; ABM just encourages focusing on more qualified accounts, that way effort is conserved for accounts more likely to be pushed down the pipeline and convert. For an account to identify as an MQA, it must meet a certain level of engagement (see above) that indicates it is ready for a sale. ABM just encourages focusing on more qualified accounts, that way effort is conserved for accounts more likely to be pushed down the pipeline and convert. 3. COVERAGE & REACH Do you already know people within the targeted organization? Are the right contacts already in your database, and do you have enough data on each account? Are you adding new people or engaged people during the ABM process? That’s coverage.  Reach, which can also be referred to as awareness, is about making sure the accounts you’re interested in know about you and what you’re selling. You can define a minimum threshold for reach, like having an account spend at least three minutes on your site. If you’re seeing growth in coverage and reach, then you know your marketing activations are working. 4. PIPELINE SPEED This is where the cohesive marketing and sales teams will really shine: You’ll want to measure the timeline or speed of an account moving down the funnel. How long did the process take—from first engagement to opportunity to conversion? With ABM, you can’t expect this KPI to be one you turn around the next day with a sale to show your stakeholders. Pipeline speed (also known as velocity) will help you report to higherups during the process, showing where you are and where you will be in a certain timeframe. 5. ROI Three letters representing the Holy Grail of business: return on investment. According to research by Altera Group, 97% of businesses using an ABM approach saw higher ROIs than with any other marketing strategy (one of the reasons it’s grown in popularity over the last few years). A high ROI results from the fact that ABM has never been about the volume of conversions, but rather about the quality of conversions—allowing your business to get a greater ROI on a smaller amount of work. One of the reasons account-based marketing has reached popularity in the last few years is because it gives clear results—communicating to the sales and marketing teams, as well as other stakeholders, that the marketing strategy is working (or not working, and there’s some adjusting to do). Here, you’ll learn about five different metrics you can use to measure your ABM campaigns: engagement, MQAs, coverage and reach, pipeline speed, and the ever-important ROI. Read more about measuring the success of ABM campaigns here: Read More

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Jul 13, 2020

It’s best to think of account-based marketing as a marketing angle rather than a single tactic. In reality, ABM is best described as a method of directing and orchestrating your other singular marketing spends. SEO, PPC, and email marketing campaigns can all be used to further your ABM goals—landing more of the deals that give your business the best return possible. Pay-per-click is a tactic our firm employs in over 80% of our ABM campaigns, a number that’s only increased with time. When ABM was still a cutting-edge marketing strategy back in 2017, PPC had its foot firmly in the door when it came to its effectiveness for furthering ABM campaigns. There were relatively stringent guidelines for when your paid ad could present in paid search or programmatic advertising. You could set parameters for your ad to trigger based on time of day, location, and ad words. Since then, ABM has become a relatively widely practiced marketing strategy, and there’s effectively been an arms race across ad platforms to become the most specific, the most granular, and the most accurate. As a result, advertising lying in wait in the cloud is now smarter than ever before, making PPC’s efficiency currently very high among marketing tactics (a trend that can only increase as vendors continue to optimize their platforms). Here are five PPC tactics you should be using to maximize your ABM return: 1. Choose What to Run After You Choose Your Target PPC is becoming surgically precise, like a scalpel, which sounds really great except scalpels are still quite dangerous in the wrong hands. So let’s make sure you’re using your PPC scalpel in the right places. Your goal as an ABM marketer is to effectively surround your target. The awareness phase for any target is always the most important, and plenty of your most valuable prospective clients will spend the majority of their time in your sales funnel in this phase. PPC is particularly important during the awareness phase because it can effectively work as free advertising. Yes, hold on, let me bold that: free advertising. Wait, one more: It can be a good strategy to keep your PPC free whenever you can. Clicks are great, but for the most part, you’re not going to land an enterprise-level client with less than 35 or 50 clicks total (over 2-10 months potentially). PPC is a great tool, but only when you have an expectation of who is going to click your ad, and when. Research your ABM target, build a profile based on concrete data you have, and fill that profile out based on previous targets. After that, you should have a list of the five best places to spend on PPC to land that account. 2. Use Social to Support Your PPC Ever clicked on an Instagram post to realize that you weren’t clicking on a post at all, but rather an ad designed to blend into the user interface (UI)? Yep, it happens. Social media may be the most powerful ABM channel overall because even veteran screen-scrollers can have a hard time differentiating between paid and organic strategies.  Beyond that, you get to have both paid and organic work together seamlessly with just a minor spend. There’s no reason you should expect the decision-makers of your target companies to click on your advertising any more than you should expect them to click on your regular posts, and this can both help and hurt digital marketers. Ads definitely serve a purpose—you’re pretty much certain they’re being seen. In the vast ocean of the digital marketplace, you are one of around 39 bajillion companies selling what you’re selling, and it’s nearly impossible to set yourself apart on someone’s feed posting the same information everyone else is posting. An effective ad should lead a target to your website, but it should always result in their account following yours. If they’re seeing your content regularly, it should only be a matter of time before they become sales or marketing qualified. An effective ad should lead a target to your website, but it should always result in their account following yours. 3. Make Use of Similar Audiences in Google Ads Now, the specifics. If you don’t know how to utilize Similar Audiences in Google Ads—you won’t get far (so let’s fix that). Similar Audiences is the easiest way for you to gently expand your audience while ensuring it’s only visible to relevant eyes. Once you’ve begun, it’ll be tempting to start moving spends here, but fight the urge. The whole point of ABM is to track down a golden goose. Don’t get carried away chasing chickens after your first one goes well. It’ll take 1,000 users in your Customer Match Audience before you start scaling—which can be prohibitive for smaller ABM operations—but as long as you keep leads that have benefited your campaign in the pool (but keep them switched off) you should be able to reach that number relatively quickly. 4. Don’t Forget the Basics: Using Radius Targeting Radius Targeting via Google Ads can be a super effective way to create engagement with your ABM prospects. Plenty of enterprise-level businesses reside in large buildings, or even on their own campuses, which makes it especially efficient and easy to drop a little ring around their office. That way every search they make on company time, when in a business mindset, will have the potential to bring them straight to your front door. 5. Let PPC Do the Brunt Work of Your Retargeting Campaigns Often, a best practice is to disengage your ads after a paid conversion; this prevents wasting ad spend and potentially sending conflicting offers to your target. Utilizing dynamic audiences can ensure you’re only retargeting individuals before that conversion. PPC also allows you to fully saturate stakeholder feeds with advertising when they’re close to paid conversion. It will always pay dividends to accelerate the pipeline, and further down the funnel—with a small, high-value audience—it can make sense to outbid everyone else when you can. Facebook retargeting is an especially useful tool, which has the ability to create posts that aren’t publicly visible, enabling you to identify new ABM offers that could increase your conversion rates. Get in Touch for Everything You Need to Know We’re happy to offer advice when it comes to ABM, as it’s one of the most effective but misunderstood marketing strategies. Make sure to browse our blogs for more ABM content, contact us if you have questions, and reach out if you’d like to purchase a comprehensive ABM marketing solution.   Want more content like this?  Download our E-Book: The ABCs of ABM Download E-Book

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Jun 8, 2020

At SEO My Business, we’ve always been vocal about the importance of creating a marketing infrastructure that’s healthy across all channels so that you can get the best return. SEO is often considered the starting point of marketing, and it’s a technique that many small businesses feel like they can tackle on their own. For many businesses, that’s absolutely true as well. However, not all SEO is created equal. The money that you have to spend, and how you spend it, not only changes how much traffic your website brings in, but also what kind of traffic you’re maximizing. Your attempts to make a sale can be an equally active part in driving customers away, as it is in creating new business relationships. If your company is getting started with Account Based Marketing, or has an existing ABM campaign, it’s important to make sure you understand the ins and outs of ABM— that’s a given. Equally important, perhaps even more important, is understanding whether your current plan for SEO is robust enough to support a healthy ABM campaign. Furthermore, if your ABM campaign isn’t yielding the sky-high ROI that you’ve been expecting, your SEO strategies are one of the first places you should look for spending leaks. Ok, But, Why Is SEO So Important for ABM? For starters, more than 50% of buyer’s journeys start with an online search. There are plenty of reasons why SEO and ABM are perfect for each other, but this is the first one. Think of ABM like an invitation. The main goal of ABM campaigns is to slowly familiarize a target account with your brand, create trust, and then finally make a sale. More often than not, this will happen at the same starting point for most businesses. If your prospective client is aware of your product, it’s not always likely that they’ll feel ready for a business interaction right off the bat. That’s where an invitation comes in. ABM ensures that your target knows who you are and what you offer— but what if they don’t end up liking any of those things? This is the harsh reality of modern online marketing. Good marketers should come to terms with the fact that your messaging, your content, your attempts to make a sale can be an equally active part in driving customers away, as it is in creating new business relationships. This is a possibility, not could be— is. Proficient marketers need to address that reality head on, and ask some questions out loud when it comes to ABM, and one of the most important questions is: What are our chances that this client will like who we are, and what we do? If you’re not happy about your chances, your brand is not ready for an ABM campaign. That doesn’t mean it can’t be, of course. SEO is one of the most direct and effective means of fortifying your brand perception, and appearing like a viable business partner for more clients. If ABM is the invitation, SEO is your doorstep, and no matter what promises you’ve made already, no one’s going to trust those if your doorstep looks more like the entrance to a Stephen King novel than a place that can deliver on those promises. In Short, SEO Makes You Look Legit The main directive of launching an ABM campaign is always to find a new way to access higher quality clients than you’re currently getting from other marketing tactics. For most businesses, this means doing business with larger companies, on average. Medium, large, and enterprise-level clients generally don’t have an incentive to use smaller businesses for their fulfillment needs, and there’s usually an uphill battle to convince those organizations to do business with you when that is the case. SEO is all about convincing your targets that you’re not just one option for the product that they’re looking for, you’re the best option. Our experts have written tons and tons of content on SEO, and SEO My Business offers SEO services specifically for ABM campaigns. If you’re looking for information on how to build an SEO strategy strong enough to support ABM, make sure to check our service page here. After your SEO infrastructure is brought up to snuff, you’ll find not only that your ABM ROI increases, but also that there’s huge opportunity to improve your ABM campaign based on your SEO tools. SEO and ABM Work Together SEO is critical for tracking your metrics. This is where the combining happens between SEO and ABM, and where understanding how to leverage one technique for the other is essential. Using SEO, you can get critical data for maintaining your ABM content and methods of syndication, so that your return on investment can continue to increase month after month. Here’s how: 1. SEO tells you what your targets want By tracking search phrases, you can see what your targets are searching for, and which of your competitors are beating you out on particular terms. 2. SEO keeps you updated on how your targets are responding Tracking Impressions related to search position can be a great indicator of what your ABM targets will experience if they look for your business via organic search. If your organic traffic is bouncing off your landing pages, it’s critical that you shore up those weak points, because those are weak points in your ABM funnel also.  3. SEO can expand your outreach to new targets Tracking who spends time on your website can be a great indicator of who you should be targeting. It’s not overwhelmingly common that ABM targets are added from IP’s that land on your website alone, but you bet that it’s worth keeping track when high level executives find themselves on your website. You Can Do It All, But You Don’t Have To We have an upcoming blog that will outline how ABM can be done, and done well, by small and medium level businesses. Part of that picture is building robust SEO strategies, and to make a long story short, you probably can’t do ABM without mastering SEO first. If you have questions about how to implement an effective SEO strategy, read our blog or reach out to us for a consultation. If you’re interested in an end-to-end ABM solution, contact us today! Hire an ABM Expert

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May 28, 2020

Teleworking legislative ques from state and federal government officials have forced employers to rethink their office space. Employers are drinking from the Work-From-Home (WFH) firehose. Is your WFH system as efficient as your employer expects? Instead of pivoting, trying baking yourself into a new groove. Easier said than done, huh? Not to worry. Your friends at SEO My Business have pro tips on how we’re adjusting. Workspace Etiquette Set the tone for your workday with a solid space. Earlier in March, April and possibly even May, your WFH space may have taken on many different forms. If the kitchen table, coffee area or a spare comfy chair works best, stick it out. Adriaan, our Senior Ad Operations Analyst, is more of a visual person. He likes to use the walls around his desk nook to keep track of daily projects. “If you are working on a complex project or have a long to-do list, use a dry erase board to break down your tasks into manageable chunks. This gives you space to organize your thoughts and you’ll get a break from looking at the computer screen,” Adriaan specified. There’s nothing better than slowly wiping the board clean as you complete important tasks – Adriaan Try setting up a designated workspace that is separate from your leisure space, if you have access to a desk, try to place it in a neutral place in the home where you won’t be tempted by distraction. Choose a comfortable corner. Look into eliminating distractions when possible. Test out your productivity with and without music. Our PR, Content Manager, Hannah, puts our office in a great mood with this spa playlist and has continued the tradition since working remotely. Our UX/UI Designer, Ji, is all about maximizing productivity. Ji enjoys peace and quiet. He set up his desk in his living room to make sure both the workspace and living room stayed tidy. Ji compartmentalized his UX/UI tasks to his desk space. He advised not to use the couch for laptop work unless it’s a routine you’ll stick to each day. Creativity and Well-Being Our team encourages daily walks. This allows you to get some time outside to soak up some sunshine, and it also keeps you more active. Ryan, one of our Content Writers, tends to his indoor plants. He enjoys beautiful, small indoor plants that require a lot of attention and care. Ryan has about 8 feet of a new muscadine vine that has been growing since the beginning of March. Hannah asserts that spending some time outside every day is the key to success while working from home, and the science agrees. Outdoors time has been linked to mood boosts and drops in anxiety levels. While it can be difficult to balance working from home, family life, and the stress of the news, small breaks can help to renew and refresh your mindset. For marketing professionals, creative solutions are essential to successful campaigns. -Ashlyn Jason, our Senior Digital Ad Operations Manager, and Ashlyn, one of our Content Creators, enjoys doing morning yoga with their dogs. Jason’s dog, August, helps inspire him to stay active. They both have their own yoga mats! Vincent, President of SEO My Business, spends time outdoors with his loved ones before dinnertime. After hours of digital communication, Vincent recommends detoxing from screen time outside. Add in family for a little more togetherness. WFH and In-Office Transition Is your business putting together a plan for transitioning back into the office? Here are a few things Fortune 500 Companies around Atlanta are implementing. Heightening cleanliness and disinfect as a validation point so team members know we’re keeping the workplace clean Sanitizer near elevators, building exit doors and in front of meeting rooms. Providing bottled water instead of water fountain stations. Offering reusable masks. Disabling meeting rooms, virtual calls/meetings only. Informal or scheduled meetings must have participants 6+ feet apart. Restrooms allow 1-2 persons max at any given time. Allowing 50-60% of employees to continue their WFH schedule. Finding the Right Routine for You Your family, partner, or roommates are likely not operating on the same schedule. Request certain quiet hours and try to match them up with what they need for their work or school schedule. Lydia, our Digital Marketing Project Manager, values preparing ahead of time for  school, work and after-hours activities. Creating a schedule that works for both her work and her daughter’s schooling, and incorporating frequent walks with their dog for a much-needed break. Coordinating scheduling ahead of time, as Lydia recommends, can help you stick to a more regular routine. Ryan shares his home space with a loved-one. In their home, Ryan has set hours with flexible jogging and meal-prepping breaks. Artificial lighting is something they try to limit to 6 hours per sitting each day. Our Favorite WFH Essentials Water makes a difference. Adriaan, suggests keeping a water bottle near your workspace. Jumpstart your day with coffee. Lydia swears by her Nespresso. Ryan recommends more indoor plants for better air quality and peace of mind. Friendly reminder to check the soil on your plants! When Ryan isn’t tending to his plants, you’ll catch him using his favorite pair of headphones listening to music while working. Ashlyn always has her favorite writing utensil. The smooth ink makes notetaking and brainstorming a breeze. Jason said he can’t function without a quiet mouse. He’s even convinced Hannah to use the same mouse. It’s the little things that make the biggest difference. SEO My Business offers account-based marketing and lead generation services that can help your business achieve its full potential. Even in difficult times like the present, we have a devoted and inventive team that is determined to help your business flourish. Contact Us Today!

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Apr 30, 2020

Is your business thinking about switching to an ABM based strategy? ABM is the new direction for many industries. If you didn’t already know, ABM stands for Account-Based Marketing, and it’s become increasingly popular in recent years. Over 60% of businesses plan to launch an ABM campaign within the next year. If your company falls into this percentage, you might be wondering what this switch will mean for your content. This marketing strategy will change the way that you create content for your business. Here are our best tips on how to tailor content to your ABM strategy. Content Makes the Heart Grow Fonder ABM content is meant to target individuals that could be leads for your sales team. Because it is so specifically targeted, it is important that your content is effective in order to capture the attention and business of these individuals. The content that you produce is a direct link between you and your target individual, so effective content can improve the results of your strategy and boost your ROI. Content plays a significant role in lead generation by responding to specific inquiries. Your content is often the spark that sets the rest of the process into motion so that your sales team can nurture those leads. Be Diligent With Your Research Being diligent is one of the best ways to create effective content with an ABM approach. The detailed nature of ABM strategies insists that you pay close attention to the desires of your target. Because this approach is so specified, you will have to tailor your content more so than with traditional marketing strategies – you have to know what your target is looking for. This might involve independent research about keyword popularity and other SEO methods, or it might include research about the individuals themselves that you’re catering to determine their quality as a target. Personalize Your Content After doing your research, you should have a better understanding of what it’ll take to win over your targeted accounts. When you find out what type of content your targets are looking for, you can create that type of content to capture their attention. Personalizing your content streamlines the process of acquiring customers. In fact, some data asserts that personalization can reduce acquisition costs by up to 50 percent, while also increasing revenue up to 15 percent. Many traditional marketing methods might have conditioned you to cast a wide net with your content, but for ABM, the more personalized the content is, the better. Marketing and Sales Collaboration Made Easy Tailoring content to your ABM strategy doesn’t have to be a solo sport, you can make it collaborative. Your sales team likely has valuable insight that can help you make more valuable content. They can help you produce more effective results, which in return, helps increase their sales. They carry the leads to fruition, so they know what type of content provides results. By receiving their input, you can form a more well-rounded idea of your goals and plans as a unit. If the sales team and the content team are not on the same page, it’s going to slow down the sales funnel. Working together will be the key to sustaining your flow of leads. Perform a Content Audit In the end, it’s all about performance and results. Some content is just going to deliver better results, and the important thing is that you critically analyze why and how content is or is not delivering the results that you want. Perform frequent audits of content performance and determine your top performers and your least effective pieces of content. This might include consulting with your sales team once again to determine which pieces of content were influential in providing tangible results.  Next, try to determine why you think they were or were not successful. This might include looking at traffic to a page, looking at engagement with a post or ad, or calculating how many leads were generated from a piece of content. When you find what is working well, run with it. Don’t waste your time on ideas and content that aren’t paying off for you. Reflecting on previous content is a great way to maximize your ROI going forward. SEO My Business can help your business create content that is perfectly curated to help your company grow. Our team of content experts can utilize their ABM expertise to find the right targets and create engaging and effective content. A professional team can help you minimize in-house expenses and offer a streamlined process to make content marketing easier and more profitable. Contact us today to get started on the path to successful ABM. Contact Us!

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