Month: May 2017

The ROI of Retargeting

The customers you are trying to reach online don’t just view their laptops and mobile devices as tools for work. They use their devices throughout the day for tasks ranging from running a business to coaching a youth soccer team. Retargeting enables you to keep your marketing message in front of potential customers on a wide variety of websites that fit their lifestyle, as well as their professional interests.

Here are just some of the benefits retargeting provides to marketers who want to make sure potential customers stay engaged with your brand. Continue reading this article

How to Personalize Online Advertising With Retargeting

Consumer advertisers have the ability to advertise at a mass-market level. Online, they can use a lot of sophisticated methods to reveal the precise demographics of potential customers. With a big budget, consumer marketers can stir up demographic ingredients such as age, gender, household income, race, ethnicity and education to create a profile of the perfect potential customer.

Match that data with the traditional and digital media consumed by the perfect demographic, and you have your advertising strategy mapped out.

However, the job is more difficult for business-to-business (B2B) marketers. Other than interesting correlations, customer demographic profiles based on age and gender are of little to no importance in B2B online advertising. The factors that actually matter focus completely on the roles the potential buyers or influencers play in the procurement and purchasing processes of their business. Continue reading this article

What Is Retargeting?

Retargeting. It is a great marketing buzzword, but what does it actually mean, and how does it work? Retargeting is a form of online advertising that helps keep your brand, product or service in front of your desired audience.

You have probably seen retargeting used by consumer product marketers. You visit a retail website to check out a new rain jacket, and the next thing you know, that same rain jacket is popping up on the other websites you visit.

This type of advertising also works for business-to-business (B2B) marketers. A retargeting campaign on a BNP Media website can position your products or services in front of new customers. Here’s how it works: When a potential customer visits an industry-focused BNP Media website where you advertise, the visit is recorded with a small cookie-like browser code called a pixel. Later, when that same customer visits one of the thousands of websites in BNP Media’s retargeting network, your advertisement will appear on that browser. Continue reading this article

3 Reasons Customers Can’t Find Your Website, And How to Correct It

An online presence for a business is critical in today’s e-commerce culture. When business-to-business (B2B) customers are ready to research or buy a new product or service, they don’t turn to the industry sourcing directories they may have used in the past. Instead, they open their web browser and visit Google.

If you want customers to easily find your website, it’s important to adhere to Google’s webmaster guidelines. These guidelines give tips on how to help Google find and understand your website, such as building a sitemap file, limiting the number of links on a page and submitting your website to Google. If you don’t follow these tips, your site’s chances of showing up in Google’s search results are low, making it difficult for customers to find you.

Here are three more reasons your customers may not be able to find your website—and how you can solve the problem.

1. You give customers no reason to visit. A good website is rich with helpful content. Slick use of photography can make a site look pretty, but your audience is there to learn about your products or services. Plus, search engines want to see unique, easy-to-understand content. Google actually penalizes sites that feature content found on other websites, making search engine results drop lower and lower. Feature content that’s unique to your company.

2. Keywords aren’t used. Keywords can increase your website’s SEO—search engine optimization—potential. Use language similar to what your intended audience will use. For example, a pizza place may want to use frequent references to “delivery,” “carry-out,” “pizzeria” or even “pepperoni” to optimize SEO keywords. The more effective your keywords, the more likely you are to pop up in your audience’s search results.

3. Navigation is confusing. In order for search engines to find your website, the content has to be linked properly. Make sure that all pages on your site can be reached by a link on another page. Not only will linking pages correctly increase your chances of appearing in search engines, but it will also make your site easier for visitors to navigate.

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