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News…or Not?

by Niki Fielding

I’m the resident rainmaker at Digital Brand Expressions, and every week I have at least ten new business conversations with marketers who think they can benefit from the mostly inbound digital marketing my company provides.

Usually I’m dealing with seasoned marketers—like my fellow MENGers—and I’m often a little surprised that what my in-house team knows, because we’re immersed in digital 24/7, is new information to many of our potential clients.

I thought it would make an interesting MENG Blend post to share four “news” items from the last two weeks’ worth of new business conversations.  Perhaps what was news to our potential clients is news to you too.

Did You Know?

1.  Remarketing Can Start with Any Marketing

Remarketing is a feature of the Google content network that enables advertisers to serve ads to people who have not yet purchased or taken other specific actions on a website.  It can be initiated even if the people to whom you want to remarket did not first visit your website through a PPC ad.

The feature is triggered by a set of conditions applied to a failed action.  So, for example, if someone uses a QR code to reach a page on your site, begins to order your silver widget, and then abandons the purchase, remarketing via Google’s content network can be launched.  For a time period specified by the advertiser — e.g., the next month — that person will continue to be served ads for your widgets when he/she visits websites in the Google Content Network.  Whenever the shopper clicks on the ad, the advertiser pays for the click, just as it would with regular PPC.  The difference here is the repeated opportunity to get the person to take action, in this case, complete the purchase.

So remember, remarketing to those who didn’t complete an action on your website may be a good opportunity to experiment with content based PPC, even if many of those not taking action aren’t originating as paid search visits.

2.  There’s an Easy Way to See if You Need a Mobile Friendly Website

There’s an easy way to start to put an ROI to whether or not you need mobile friendly pages on your website now, soon, or later.  Check your Google Analytics (or other Web analytics tool) for the number of visitors coming to your site in a given month via mobile devices.  Set up a funnel to see what they do.  How high is that bounce rate compared to the bounce rate from other visitors coming from traditional (PC) devices?  If the number of mobile device visitors is small and stable, you probably don’t need to do much right now, though you should be expecting that number to grow based on the rapid acceleration of smart phone usage in the U.S. and internationally.

If you see more than 10% of your visitors coming from mobile devices or you see the number increasing steadily, you’re in the “I better start creating at least some mobile landing pages” category.  See if there is a pattern to the pages they are visiting and perhaps focus on making mobile friendly versions of those pages first.  Are 20% or more of your visitors coming from mobile devices?  Bounce rate higher than 25%?  Get cracking.  Do the math.  Sure, some of them are probably coming back via traditional means, but you can bet many of them are also going to your competitors where the mobile waters are warmer.

3.  LinkedIn Offers Pay-Per-Click (PPC) Ads

LinkedIn had a cost-per-impression option which was a bit pricey for some advertisers for quite a while.  Recently, it started offering PPC advertising.  Unlike PPC on search engines where ads are served based on the keywords a searcher enters and thereby creating an in-bound opportunity for the marketer, PPC ads on LinkedIn (and Facebook) are served to people based on the information in their profiles.  So on LinkedIn, we can run ads targeting by company, job title, geo-location, gender, and age range.

This means it’s not so much an in-bound play with people reaching out to you when they have a need (via searching a search engine), but you are reaching out to them because they may be interested in you based on who they are and what they do.  It’s much more like traditional outbound in that sense, but targeted like direct mail.  The fact that people can click through to learn more means you pay only when they are somewhat interested, more like the CPI model used by infomercials, radio, and others.

4.  Facebook Creates Pages for Your Brand Even if You Don’t

Facebook creates “Pages” for your brand whether you like it or not.  Yep.  They’re called “Community Pages.”  Search for your brand on Facebook.  If you haven’t created a page for your business or brand (or sometimes even if you have), Facebook will create a community page for you so that people searching get some kind of information in answer to their search.  It’s usually pretty limited, but it’s still something you want to be aware of, especially if in the absence of your real brand presence conversations begin to occur on that Community page.  Here’s an example of one for DBE even though we’ve had a robust presence on Facebook for a while:

Please let me know if any of these were news to you and if you’ve got questions on how to best use News Item #1, #2, and #3 or what to do if you’ve got issues related to News Item #4.  And feel free to share news that you think hasn’t made its way through to many marketers yet.


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2 Responses to "News…or Not?"

  • Mary Conley Eggert
    June 15, 2011 - 01:48 Reply

    Thanks, Niki! It’s hard for even the most astute marketer to stay on top of all aspects of marketing, and I appreciate your taking time out to share the “news.”

    We all benefit from the broader, deeper perspective members are able to bring to augment our core strengths, and I look forward to the day when all MENG members are sharing here first the not-so-new “news” in their sectors.

    Thanks for leading the way!

  • Niki Fielding
    June 15, 2011 - 12:43 Reply

    Thanks for your note Mary, I’m glad the concept and the info worked.

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