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Category Archives: search engine marketing

Benefits of Working with a Google Partner Agency

Google Partner. You’ve probably seen that name and badge floating around the internet — but what exactly is a Google Partner?

A Google Partner is a company that has demonstrated AdWords skill and expertise and has helped clients grow their customer base and revenue through AdWords campaigns. Agencies that achieve Google Partner status are dedicated to search advertising and continuously exceed Google’s standards to maintain Google Partner status.

If you’re looking for an agency to help with your digital marketing efforts, it’s important to make sure they’re certified by Google. Here are some of the benefits of working with a Google Partner:

Work with a Certified Staff

Working with a Google Partner agency assures that their staff members are experts in creating and managing strong, successful AdWords campaigns. With access to the most up-to-date practices and training, a Google Partner agency will have the skills needed to optimize your campaigns and ensure continuous growth.

Receive the Full Advantage of AdWords Features

Google Partners have extensive knowledge in all of the features of Google AdWords. This level of mastery provides them with the capability to help their clients become more profitable with the use of:

  • Expanded text ads
  • Progressive demographic targeting
  • Integration with physical locations
  • Ad extensions
  • Sitelink extensions
  • Call tracking
  • Conversion tracking
  • Negative keywords to eliminate wasted spend

Get Help from a Dedicated Google Representative

Getting in touch with someone at Google isn’t always the easiest task. Every Google Partner agency has access to its own Google representative. This means that Google Partner agencies can address and resolve any AdWords-related client issues much faster than non-Google Partner agencies, saving time and money.

Stay Ahead of Competition with Beta Features

Agencies that have earned a Google Partner badge are among the first to have access to Google’s beta features. When Google develops a new feature or application, its partners have access to test these features before it becomes available to the general public, giving you an edge up on any competitors not working with a Google Partner.

Are you ready to make sure your prospective customers will be able to find you as they begin searching online for solutions to their needs?

As a Google Partner agency, GREENCREST thoroughly understands search engine marketing best practices to help its clients increase traffic to their website. Contact us today to see how online marketing can help your bottom line.

 

How to Build an Online Marketing Fire

Knowing how to build a fire is just as essential for survival in the online marketing world as it is in the wilderness. A blazing campfire provides warmth, light and a way to cook food. The fire you want to build online increases awareness and generates online leads.

Fire-Starting Tools

To start a fire in the great outdoors, you typically need a match and strike board, a piece of flint and steel or a magnifying glass and the sun. In marketing, we consider having a well-defined brand and a strategic plan as the bare necessities to ignite the flame for your business.

Your audience needs to understand who you are as a company, what you stand for and why you’re in business. Without a well-thought-out brand, you run the risk of looking like and sounding like your competitors, and you will be stuck in a continuous lowest-price-wins battle. Without a strategic plan, you’re wandering through the wilderness battling the unexpected and rather than focusing on what you need to do to reach your goals.

Tinder

No matter where you are, creating a flame can be a lot of hard work — and it’s all for naught if there is no tinder to catch the flame.

In digital marketing, your “tinder” would be your website. Your website is the hub, or the core of all your online marketing efforts. For your website to attract and retain traffic — or “catch fire” — it must be optimized for search engines, easy-to-use and appealing. Without a well-optimized and user-friendly website, you will end up rubbing two sticks together all night long with no results.

However, while tinder catches fire easily, the fire quickly dies out without added support.

Kindling

When building a fire, you need materials that provide more substance than tinder provides to keep the flame burning long enough for your fuel wood to catch. This is where kindling comes in.

In marketing, you can use search engine optimization (SEO) and online advertising. When following best practices, SEO and online advertising can quickly and easily increase awareness and direct traffic to your website. Just as kindling must be dry to work, your website and online ads must be optimized with keywords to work.

Fuel Wood

The fuel wood might take a little longer to catch fire, but it is what ultimately keeps your fire hot and burning. And if you notice your fire is starting to die down, you can throw more fuel wood on top to keep it going. In marketing, fuel wood is a mix of owned and earned channels.

Content marketing is one owned channel that can help “fuel the flame,” and it includes pieces such as white papers, case studies, e-books or webinars. Advertising such as print, TV or radio also add to the discussion, increase awareness and even drive website traffic. Additionally, email marketing can help nurture the fire and keep it going.

Public relations is one example of an earned “fuel” or channel. When your company receives media coverage from third-party sources, it helps boost your credibility and increase “buzz”. Word of mouth — whether it’s in person or online via social media — is also earned, and it can be a very powerful tool to build a blazing fire.

Building a fire is not as easy as it first appears. It involves a lot of knowledge, preparation, tools and hard work—similar to effective online marketing campaigns. Luckily, the GREENCREST team is ready to support you! Contact us today to get started.

 

Google AdWords for B2B Companies: Yes or No?

B2B Adwords

As a Google Partner agency, we get asked if it’s worth running a Google AdWords campaign for B2B companies. My answer is always yes but do so with caution.

A B2B search advertising campaign is different than a B2C campaign. One major reason for the difference is the length of the sales cycle. B2B sales cycles tend to be much longer, which makes attaining leads and conversions a little more difficult.

B2B companies are at a higher risk of losing money with a Google AdWords campaign if it is not set up properly or doesn’t use the best strategy. However, with the right strategy and structure, AdWords can be a B2B workhorse and generate sales and leads.

Reasons for Running a B2B Google AdWords Campaign

B2B companies run search advertising campaigns for many reasons. Many choose to run an AdWords campaign alongside a search engine optimization (SEO) campaign in order to maximize results. It may take some time for businesses to show up at the top of the Google search results page after implementing a new SEO strategy or campaign. However, with search advertising, a company can immediately show up at the top of page one.

Businesses that sell popular brands or products to other business often see great results from an AdWords campaign. With this type of campaign, prospects who are searching for these specific products typically already know what they want and are closer to making a decision. This results in more leads and higher conversion rates for the advertiser.

Some companies use search advertising to accelerate their content marketing efforts and target prospects who are still in the research phase of the sales cycle. If a business is investing a lot of time and effort into creating valuable content such as white papers, e-books or educational videos, it may pay off to promote the content in search results. These ads lead to a landing page where the user can download the content in exchange for a name and email, thus generating a lead.

Initial Investment for B2B Search Advertising

B2B companies often expect numerous and immediate leads from their Google AdWords campaigns, but this is not typically the case. Even if the campaign is structured perfectly, it often takes time to optimize the campaign with the best keywords, negative keywords, ad copy and landing pages. This is why testing is critical. Once the campaign is well optimized, it is wise to take another look at the budget to see if it can be cut back or if it needs to be increased.

Finding the Right Strategy

Every business is unique and requires a different strategy. Remarketing ads, for example, work really well for some companies with long sales cycles. Only people who have visited a specific website will see these ads, and it keeps the advertiser top-of-mind.

To answer the titular question, yes! Search engine advertising works really well for B2B companies, as long as they employ the right strategy. Look for a certified partner in Google AdWords and one that has experience running B2B AdWords campaigns, like GREENCREST.

Are you looking to add digital marketing to your marketing strategy, or enhance an existing AdWords campaign? GREENCREST can help! Contact the experts at GREENCREST today.

 

5 Steps to Creating a Website Analytics Measurement Plan

 

Tablet computer and financial charts

 

If your business runs online sales or marketing campaigns, it’s important to know which activities are working and which aren’t. Accurate data is key in making smart decisions, and the power of online analytics comes into play.

Website analytics tools such as Google AdWords often include key metrics — the number of website visitors during a given time period, the average time spent on the website, and the number of views for specific web pages. The tools may also provide interesting data: the percentage of website traffic from different sources the percentage of new versus returning visitors, or the visitors’ geographic locations. In order to view the data that best suit your business needs, you may need to tailor it.

You must develop a website analytics measurement plan to decide what you need to measure and implement the data.

 

Follow these steps to begin building an analytics infrastructure:

Step #1: Determine your business goals

To obtain meaningful data, your analytics measurement plan must integrate with the business’s goals. This step must involve the decision makers in your company. Ask some important questions: “What are our business needs right now?” “Where are we headed?” “What obstacles are in the way of us getting there?”

Step #2: Define your digital strategy and tactics

Depending on your goals, the website’s purpose may vary. Websites often exist for one or more purposes: to sell a product or service, increase brand recognition and engagement, inform or entertain visitors, drive sales leads, or publish content that encourages return visits.

Tactics are the steps you take to achieve your goal. This may include a blog to help drive engagement or frequent website visits, a website or mobile app to sell products, or a video to help demonstrate a product or tell a story.

Step #3: Identify the data that matter most

What are the key performance indicators (KPIs) that are most meaningful? What numbers help determine the campaign’s success? If you have an e-commerce website, a KPI is the amount of revenue generated. If you have a lead-generating website, you may be interested in the number of forms or inquiries submitted.

Step #4:  Decide how to segment your data

Properly segmented data is more relevant to your business and enables you to make wiser  decisions. Segmenting analytics by marketing channel shows which source sends the most website traffic or drives the most conversions. Segmenting by geographic regions shows the visitors’ locations. This information can help determine success if you’re running a campaign specific to a certain region or looking to open a new brick-and-mortar store.

Step #5: Determine your targets

Once you select the KPIs and data segments, identify your target metrics. If online form submissions are important, what’s the value of each submission and how many per month (or quarter) are considered a success?

 

Properly done, website analytics become a critical part of daily business activities and decisions. A measurement and implementation plan should always be a cyclical process in order to meet changing business needs.

 

Contact the GREENCREST experts for help with your business’ website analytics today!

 

Search Marketing: The Pros and Cons of Advertising on Search Engines

Search Marketing

Research shows that about 80 percent of consumers conduct an online search before making a purchase. In addition, 57% of the companies that contact you for more information about your product or service have already conducted research online and narrowed down a short list of potential vendors. Is there any reason to doubt how critical it is that your company has an immediate presence within the search results for words and phrases that relate to your business?

Search engines such as Google, Bing and Yahoo exist to help people find information they are looking for on the Internet. The search engines crawl hundreds of millions of websites, indexing specific words and phrases to produce a relevant match to the words people use in their searches.

There are two ways to ensure your website shows up within search results: search engine optimization (SEO) and search advertising. And there are pros and cons you should be aware of in order to determine whether or not a search advertising program is a good investment for your business.

Search Marketing Pros

Highly Targeted

There are many settings and targeting options available within an online advertising campaign. If the campaign is set up and managed strategically, every ad click should come from someone within the desired target audience.

Immediate Results

Search engine advertising makes it possible for a website to immediately show up on the first page of search results.

Helps Improve SEO

Search advertising will increase website traffic, which in effect helps increase organic search engine performance over time.

Increased Name Recognition

When an ad displays at the top of the search results page, many people within the target audience will see the ad—even if they don’t click on it. These impressions help build name recognition.

Budget Control

For pay-per-click (PPC) campaigns, you only pay when someone clicks on your ad. Daily and monthly budgets, as well as maximum bids, can be established so that the campaign stays within budget.

Clear ROI

Campaign goals and tracking can be established to make it easy to track when a website visitor converts to a lead or makes a purchase online. Online reports directly link marketing spend to return-on-investment for search engine advertising.

Search Marketing Cons

Highly Competitive

Popular keywords in competitive industries require bigger budgets to essentially pay to play. Typically bigger companies have larger budgets and SEO experts managing their search advertising campaigns. Therefore, companies with smaller budgets must be even more strategic to drive search results and should always engage with an SEO expert.

Highly Specialized Knowledge

To maximize a budget and campaign performance requires specialized knowledge of how to correctly and strategically set up and manage a campaign. The management platforms have complex interfaces, settings and jargon. Google and Bing offer directories of certified professionals who can help.

Time Consuming

It takes time to research keywords and create an effective search ad campaign. Once the campaign is live, it requires constant optimization—daily or weekly. The campaign performs in a live environment and needs to be reviewed, tweaked and changed to produce the best results. Also be mindful that search platforms regularly change algorithms as well as management interfaces, which requires keeping up with ongoing updates.

From Smart Business

Use your digital media ecosystem to build brand loyalty

By Kelly Borth, Chief Strategy Officer at GREENCREST

Digital Media Ecosystem

It’s safe to say that as business owners one of our ultimate goals is to create customer loyalty. There is as much as a 90% cost reduction when selling to an existing customer compared to acquiring a new one. That’s why it’s important to intimately understand your customers and how your digital media ecosystem can generate leads and earn loyal customers.

Your digital media ecosystem is a complex combination of your online marketing channels that work together to deliver the ultimate customer experience and build brand loyalty. Understanding your business’s online ecosystem begins with asking questions and conducting research using online analytics. Some questions you might consider include:

  • How did your target audience find you?
  • What devices do they use?
  • What steps did customers take before purchasing or submitting their information?
  • What websites do customers visit?
  • What blogs do they read?
  • How do they search for information?
  • On which social networks are they active participants?

To be effective you need to constantly listen, engage, measure and adapt. As the digital landscape changes so does your online ecosystem. It’s always evolving and integrating. If you stay in-tune, you can adapt your marketing efforts to reflect the changes in your ecosystem.

View your digital ecosystem as three types of media: bought media, owned media, and earned media.

Bought

In today’s competitive digital landscape, you will probably have to pay to play. To grow your business, increase brand awareness and attract new customers, you may be targeting an audience that’s not yet familiar with you. If they’re not familiar with your business or owned media, you need find a way to reach out to them. Paid channels include search engine marketing (SEM), online display ads and PPC campaigns, social media advertising, search engine optimization (SEO), public relations, traditional advertising and promotion. Your bought media should reach a large target audience.

Owned

Not all of the people in your target audience will be interested in your products or services. If you were selective, a good portion should be somewhat intrigued and those prospects will visit your owned media. These include your online content, company website and blog, social media networks, mobile sites and apps, support forums and specialty communities. The goal is to always drive your bought and earned audiences back to your owned media—especially your website.

Earned

You can’t buy or own brand advocates and loyal customers. They’re earned. You earn your email list when people have a reason to provide it to you. You earn social media and offline word-of-mouth. Your earned channels are often user-created and user-generated. They’re collaborative and constantly evolving. This can include niche networks, social media engagement, fan discussion forums, online reviews, private networks, blogging communities, inbound marketing and offline praise.

Compare your digital media ecosystem to a car that is headed on a road towards brand loyalty. Your system of online content and owned channels work together like the parts of an engine and make your car go. Bought and earned channels are like the oil to your ecosystem—alone they can’t make your car go, but they can help make it go faster.

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    GREENCREST Chief Strategy Officer Kelly Borth brings together today’s great marketing thought leaders in one book that helps business owners identify strategies to transform their business.

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