Developing an Effective Manufacturing Search Marketing Plan

Developing an Effective Manufacturing Search Marketing Plan

Developing an Effective Manufacturing Search Marketing Plan

5-easy-ways-to-generate-website-traffic

A Stretegic Approach to Search Marketing 

In the competitive world of manufacturing, having a solid search marketing plan is not just about gaining visibility—it’s about establishing your brand as a key player in a crowded marketplace. A strategic approach to search marketing combines the power of Google Ads, Bing Ads, and SEO to create a comprehensive digital presence that targets the right buyers with precision. This strategy ensures manufacturers don’t just compete but lead in their market segments by engaging effectively with potential clients right from their first online search.

The Basics of Search Marketing

Search marketing is a comprehensive approach that involves various tactics to increase a website’s visibility in search engine results pages (SERPs). It can be broadly divided into two main categories:

Search Engine Optimization (SEO): This is the process of optimizing your website to rank higher in the organic search results. It involves optimizing site structure, improving content relevance, and building authority through quality backlinks. SEO is a long-term strategy that helps build sustainable online visibility.

Search Engine Marketing (SEM): Often synonymous with pay-per-click (PPC) advertising, SEM involves creating and placing ads in prominent positions on search results pages and other relevant sites. Google Ads and Bing Ads are the most popular platforms for this type of marketing. SEM provides immediate visibility and is highly effective at driving targeted traffic quickly, though it requires ongoing investment.

Why Search Marketing Matters for Manufacturers

For manufacturers, search marketing is not just about digital presence but about connecting with the right audience at the right time in their buying journey. Here’s why it is critical:

Reach Target Buyers: Most B2B buyers start their procurement process with an online search. Search marketing ensures that your products and solutions are visible when and where these buyers are looking.

Competitive Advantage: In a sector as vast as manufacturing, being at the forefront of search results can significantly impact your ability to compete and capture market share from competitors.

Measurable ROI: Both SEO and SEM offer analytics that provide insights into the effectiveness of your marketing efforts. This data-driven approach allows manufacturers to understand what strategies are working, where to make improvements, and how to allocate budgets for maximum return on investment.

Adapt to Buyer Behaviors: The digital landscape is constantly evolving with new technologies and changing buyer behaviors. Search marketing allows manufacturers to stay adaptable, responding quickly to market changes and optimizing strategies to meet the latest trends and buyer needs.

Developing Your Search Marketing Plan

Crafting a search marketing plan involves careful strategic planning, which sets the foundation for effective execution. By breaking down the planning process into manageable steps, manufacturers can ensure that each step is thoughtfully considered and tailored to meet both immediate and long-term goals. Here’s how to approach this work:

Step 1: Define Clear Objectives and KPIs

  • Objective Setting: Begin by identifying what you aim to achieve through your search marketing efforts. Objectives might include increasing brand awareness, boosting specific product sales, improving lead quality, or expanding into new markets. Ensure these objectives are specific, measurable, achievable, relevant, and time-bound (SMART).
  • KPI Identification: Establish key performance indicators that align with your objectives. These could include metrics like website traffic, lead conversion rates, cost per lead, search rankings, and overall ROI. Choosing the right KPIs will guide your strategy and provide clear benchmarks for success.

Step 2: Audience Analysis and Buyer Persona Development

  • Market Research: Conduct thorough research to understand your target market’s needs, preferences, and behavior patterns. This includes identifying the decision-makers you need to reach and understanding the factors that influence their purchasing decisions.
  • Buyer Personas: Create detailed buyer personas based on your research. These personas should include demographic information, job roles, pain points, and typical online behavior. These personas will guide your keyword selection, content creation, and campaign targeting.

Step 3: Comprehensive Keyword Research

  • Keyword Identification: Utilize tools like Google Keyword Planner, Ahrefs, or SEMrush to identify a broad list of potential keywords that align with your buyer personas’ search habits and your business objectives.
  • Keyword Prioritization: Analyze the keywords for search volume, competition, and relevance to prioritize them. Focus on keywords that are most likely to attract qualified traffic and lead to conversions.

Step 4: Budget Planning and Resource Allocation

  • Budget Allocation: Determine how much of your marketing budget will be allocated to search marketing. Consider the balance between SEO and SEM based on your short-term and long-term goals.
  • Resource Allocation: Decide how internal and external resources will be used. This may involve assigning tasks to team members or identifying external agencies or consultants. Consider the tools and technologies that will support your search marketing efforts, such as analytics and campaign management software.

By methodically planning each of these phases, manufacturers can create a solid foundation for their search marketing strategy. This structured approach ensures that every aspect of the campaign is aligned with the business goals and the needs of the target audience, setting the stage for successful execution.

Ready to take action? Let’s have a conversation

Executing Your Search Marketing Plan: Action Steps

After meticulously planning your search marketing strategy, the next critical step is execution. This phase transforms your strategic vision into tangible results. Here’s how to effectively put your search marketing plan into action:

Phase 1: Campaign Setup and Launch

  • Technical Setup: Ensure that all technical aspects of your SEO and SEM campaigns are properly configured. This includes setting up tracking codes for analytics, creating ad accounts on platforms like Google Ads and Bing Ads, and ensuring your website’s SEO foundations are solid (e.g., site speed optimization, mobile optimization).
  • Content and Ad Creation: Develop the content for your SEO efforts and create compelling ad copy for your SEM campaigns. Make sure all content is aligned with the buyer personas and keywords identified during the planning phase.
  • Initial Campaign Launch: Start by launching smaller, test campaigns to refine your approach based on initial results. This allows you to adjust your keywords, ad copy, and targeting strategies before fully scaling your efforts.

Phase 2: Monitoring and Managing Campaigns

  • Performance Tracking: Regularly monitor the performance of all campaigns using the KPIs established in the planning phase. Utilize tools like Google Analytics and SEM platform dashboards to track progress and identify any areas for improvement.
  • Adjustments and Optimization: Based on the data collected, continually optimize your campaigns. This could involve refining keywords, tweaking ad copy, adjusting bids in SEM campaigns, or updating content and meta tags for SEO.
  • Budget Management: Keep a close eye on budget spending to ensure you’re maximizing ROI. Adjust spending between SEO and SEM based on which strategies are delivering the best results.

Phase 3: Scaling and Refining

  • Scale Successful Tactics: Once you’ve identified the most effective strategies and seen consistent results, begin to scale these efforts. This might mean increasing the budget for successful ads or expanding the SEO strategies that are generating the best engagement and conversions.
  • Refinement: As the market and your business goals evolve, continuously refine your approach. Stay updated on the latest search marketing trends and best practices, and be prepared to pivot your strategies to maintain competitive advantage.
  • Feedback Loop: Establish a feedback loop where insights and learnings from current campaigns inform future planning and execution. This helps to ensure that your search marketing efforts remain relevant and effective over time.

Phase 4: Reporting and Analysis

  • Regular Reporting: Develop regular reporting routines to keep stakeholders informed about the performance of search marketing activities. These reports should highlight successes, challenges, and areas for improvement.
  • Comprehensive Analysis: Perform a comprehensive analysis periodically to evaluate the overall impact of the search marketing plan on your business goals. Use these insights to guide future strategic decisions and resource allocation.

By following these steps, manufacturers can effectively implement their search marketing plan, ensuring that each element works cohesively to drive measurable results. This active management and continuous optimization of the plan are key to maintaining relevance and maximizing the impact of your digital marketing efforts.

Your Next Steps

This article has explored the critical components of creating and executing a search marketing plan specifically tailored for manufacturers. By systematically implementing these steps, manufacturers can enhance their online presence, engage more effectively with potential clients, and achieve sustained business growth in a competitive digital landscape.

We hope the tips above are helpful in improving your digital campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Read  More Articles.

Read  More Articles.

Developing an Effective Manufacturing Search Marketing Plan

Developing an Effective Manufacturing Search Marketing Plan

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
Search Marketing Essentials for Manufacturers

Search Marketing Essentials for Manufacturers

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
Writing High-Impact B2B Case Studies

Writing High-Impact B2B Case Studies

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more

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Search Marketing Essentials for Manufacturers

Search Marketing Essentials for Manufacturers

Search Marketing Essentials for Manufacturers

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Discover How to Improve Online Visibility 

In today’s digital age, B2B buyers frequently start their product sourcing with an online search. For manufacturers, securing online visibility is not just beneficial; it’s essential to stay competitive. This article explores key strategies in search marketing – specifically Google Ads, Bing Ads, and organic search engine optimization – detailing how these components can be integrated to create a robust digital presence.

When these strategies are used together, they not only increase your visibility but ensure that you are targeting precisely the audience you want with content that meets their specific needs and interests. Executed well, this targeted approach can significantly boost your results, transforming interest into sales.

Fundamentals of Search Marketing

Search marketing enhances your website’s visibility in search engine results pages (SERPs). It’s a vital component of digital marketing that boosts business visibility online. Broadly, search marketing encompasses Search Engine Optimization (SEO) and Search Engine Marketing (SEM), which includes platforms like Google Ads and Bing Ads.

Google Ads and Bing Ads are platforms that allow manufacturers to place advertisements directly in search engine results, capturing the attention of potential customers at the moment they demonstrate interest by making a relevant search. Search Engine Optimization (SEO) complements this by enhancing the organic search rankings of your website, making it more likely to be found by the right audience without direct advertising costs.

Why Search Marketing Matters for Manufacturers

In the manufacturing sector, where decisions are often data-driven and strategic, the importance of search marketing cannot be understated. Here are key reasons why it’s crucial for manufacturers to invest in effective search marketing strategies:

Enhanced Visibility and Reach: Position your business prominently in search results when potential buyers are looking for your products, setting you apart from competitors.

Precision Targeting: Utilize paid search ads to reach specific demographics and regions, significantly increasing the likelihood of attracting customers ready to purchase.

Cost Efficiency: Control costs effectively by setting ad budgets and paying only for clicks, paired with the ability to track and measure ROI, making it possible to refine strategies for better outcomes.

Credibility and Authority: High search rankings and quality content elevate your brand’s credibility and establish your business as an industry leader, fostering trust with potential clients.

Sustainable Growth: SEO builds a long-term online presence that contributes to sustained business growth.

Investing in search marketing not only matches pace with industry competitors but strategically advances your manufacturing business, ensuring visibility, credibility, and targeted customer engagement.

Google Ads vs. Bing Ads

Google Ads and Bing Ads serve as the frontrunners in search advertising. While Google holds a larger market share, Bing Ads—now Microsoft Advertising—offers competitive advantages like lower cost-per-click and less competition, making it an attractive, cost-effective alternative.

When it comes to search advertising, Google Ads and Bing Ads are two of the most significant platforms. Each has unique benefits for manufacturers:

Google Ads:

  • Extensive Reach: Google is the most used search engine globally, offering unparalleled visibility and reach.
  • Advanced Targeting Options: Provides robust targeting options including location, language, device, and even time of day, allowing for highly specific campaigns.
  • Variety of Ad Formats: From text to image and video ads, Google provides diverse formats to engage potential customers.

Bing Ads (Microsoft Advertising):

  • Cost Efficiency: Generally lower cost-per-click due to less competition, providing a cost-effective alternative for the same keywords.
  • Extended Network: Bing Ads also appear on Yahoo and AOL, expanding the potential audience beyond just Bing users.
  • Unique Audience: Tends to attract an older demographic that can have a higher spending power, beneficial for certain B2B manufacturing niches.

Both platforms can be integral to a manufacturer’s digital marketing strategy, with Google offering a broader reach and Bing providing a cost-effective supplement with access to a different demographic.

Ready to take action? Let’s have a conversation

Google Ads for Manufacturers

Google Ads is particularly powerful for manufacturers due to its extensive reach and detailed targeting capabilities. Here’s how manufacturers can optimize their use of Google Ads:

Keyword Selection: Focus on selecting keywords that are not only relevant but are likely to be used by decision-makers in the manufacturing industry. Use terms that reflect commercial intent and specific product names or categories.

Ad Copy: Write concise, compelling ad copy that addresses the unique needs and pain points of your target audience. Highlight unique selling propositions and certifications that set your manufacturing capabilities apart.

Landing Pages: Design landing pages that are directly relevant to your ad groups. Ensure they provide the necessary information needed to move a prospect through the sales funnel, such as detailed product specifications, case studies, or a contact form for further inquiries.

Budget and Bidding: Allocate budgets based on the competitiveness of keywords and the typical sales cycle length in your sector. Consider using automated bidding strategies like CPA (cost-per-acquisition) or ROAS (return on ad spend) to optimize your bids based on conversion data.

Ad Extensions: Utilize ad extensions to provide additional information and increase your ad’s real estate on the search page. Extensions can include callouts, site links, structured snippets, and call extensions, all of which can improve the performance of your ads.

Measuring Success: Regularly track and analyze the performance of your campaigns. Focus on metrics like click-through rate (CTR), conversion rate, cost per lead, and ROI. Use this data to refine your campaigns and focus on what works best.

By leveraging Google Ads effectively, manufacturers can significantly enhance their visibility among potential clients who are actively searching for their specific products and services, driving both awareness and conversions.

Microsoft Ads: An Untapped Resource

While Google dominates, Microsoft Advertising (formerly Bing Ads) provides a unique platform with distinct advantages. With a smaller user base, it often offers less competition and lower costs.

Maximizing Microsoft Ads

  • Audience Targeting: Utilize Microsoft’s demographic targeting to reach specific groups.
  • Ad Extensions: Enhance your ads with extensions like callouts and site links to provide additional information.
  • Cross-Platform Opportunities: Take advantage of Microsoft’s integration with other products, including LinkedIn, for enhanced targeting and reach.

Organic SEO Strategies for Manufacturers

For manufacturers aiming to build a sustainable online presence, organic SEO is a crucial strategy. It not only enhances visibility without the continual expense of paid ads but also establishes your credibility in a crowded market. Here’s how you can effectively leverage SEO to drive more traffic, generate leads, and ultimately increase sales.

Website Optimization:

  • Speed and Accessibility: Ensure your website loads quickly and is accessible across all devices, especially mobiles, as search engines favor responsive and fast-loading sites.
  • User Experience: Focus on creating a seamless navigation experience that helps users find information easily. This includes well-organized content, a simple menu structure, and clear calls to action.
  • Technical SEO: Regularly check and update your site’s technical elements, such as structured data, sitemaps, and indexing, to help search engines better understand and rank your content.

Content Marketing:

  • Targeted Content Creation: Develop content that addresses the specific needs and questions of your target audience. This could include detailed product guides, industry insights, and application cases.
  • Keyword Optimization: Incorporate relevant keywords that potential customers are likely to use when searching for your products or services, ensuring these terms are naturally integrated into high-quality articles and posts.
  • Authority Building: Position your brand as a thought leader by providing valuable and educational content that goes beyond just selling a product—focus on solving industry-specific problems.

Local SEO:

  • Google My Business: Claim your Google My Business listing and regularly opitimize your profile with accurate information, photos, and offers to improve local search visibility.
  • Local Listings: Ensure your manufacturing business is listed in relevant local and industry-specific directories. Consistency in your business’s name, address, and phone number across these directories is crucial.
  • Community Engagement: Engage with local community events and sponsorships, which can boost local relevance and visibility.

Link Building:

  • Quality over Quantity: Focus on acquiring backlinks from reputable sites within the manufacturing industry. These links can significantly boost your site’s authority and search ranking.
  • Guest Posts and Collaborations: Contribute articles or participate in interviews on reputable industry blogs or news sites. This not only provides you with authoritative backlinks but also enhances your brand’s visibility and credibility.
  • Supplier and Distributor Relationships: Leverage relationships with suppliers and distributors to gain backlinks from their websites, if possible, especially those with high domain authority.

By implementing these detailed SEO strategies, manufacturers can significantly improve their organic search rankings. This not only drives more traffic but also enhances user engagement and conversion rates, providing a solid foundation for long-term digital marketing success.

Developing an Effective Search Marketing Plan

A successful search marketing strategy is not just about implementing SEO and paid ads—it requires a thorough plan that aligns with your business goals and understands your target audience. Here’s a streamlined approach to crafting a search marketing plan that maximizes your impact.

Set Clear Objectives:

  • Align with Business Goals: Clearly define your search marketing goals, ensuring they are specific, measurable, and tied directly to your business’s broader objectives.
  • Identify KPIs: Choose key performance indicators that will help you track the effectiveness of your campaigns, such as traffic volumes, conversion rates, and ROI.

Understand Your Audience:

  • Develop Buyer Personas: Create detailed profiles for your ideal customers, including their demographics, needs, and search behaviors.
  • Map Customer Journeys: Outline the typical steps your customers take from initial awareness to making a purchase, tailoring your marketing strategies to each phase.

Keyword Research:

  • Identify Relevant Keywords: Use tools to discover keywords your audience searches for, focusing on both competitive and niche terms.
  • Analyze Competitors: Study your competitors’ keyword strategies to identify gaps and opportunities for differentiation.

Allocate Budget Wisely:

  • Balance Spending: Distribute your budget between SEO and paid advertising based on expected outcomes and historical data.
  • Manage Costs: Monitor spending closely, adjusting based on the performance of different channels and using strategic bidding to maximize efficiency.

Integrate Strategies:

  • Coordinate Across Channels: Ensure that your SEO and SEM efforts are complementary, using insights from one to enhance the other.
  • Maintain Consistent Messaging: Keep your brand message unified across all platforms to strengthen your brand presence.

Continuous Optimization:

  • Review Regularly: Regularly evaluate your strategies against KPIs using analytics tools, making data-driven adjustments.
  • Test and Adapt: Continuously test different campaign elements and refine based on performance insights.

An effective search marketing plan is dynamic, adapting to new data and market conditions. By continuously optimizing your strategies, you can ensure they remain effective and aligned with your manufacturing business’s goals.

Your Next Steps

For manufacturers, establishing and maintaining online visibility is no longer just an option—it’s essential for staying competitive in a digital-first marketplace. 

This article has outlined a comprehensive approach to search marketing, covering the strategic use of Google Ads, Bing Ads, and robust SEO practices. By effectively integrating these tools, manufacturers can not only increase their visibility but also target their marketing efforts more precisely to reach the right audience at the right time. 

We hope the tips above are helpful in improving your digital campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Read  More Articles.

Read  More Articles.

Developing an Effective Manufacturing Search Marketing Plan

Developing an Effective Manufacturing Search Marketing Plan

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
Search Marketing Essentials for Manufacturers

Search Marketing Essentials for Manufacturers

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
Writing High-Impact B2B Case Studies

Writing High-Impact B2B Case Studies

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

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goals with a 20-minute introductory call.

Writing High-Impact B2B Case Studies

Writing High-Impact B2B Case Studies

Writing High-Impact B2B Case Studies

5-easy-ways-to-generate-website-traffic

Strong Case Studies Help B2B Clients With Decision Making 

Case studies are an engaging way to tell your potential customers how you can help them resolve their problems. It can be engaging end-of-funnel content if appropriately executed. They allow the readers to put themselves into the shoes of your successful customers and how they can achieve their goals.

It is a crucial element in the decision-making process for B2B companies. So, if your business caters to the needs of B2B companies, the case studies will allow them to learn how you can resolve the particular issues they are facing. Consequently, it will lead to a higher conversion rate as you can have more prospects for your business. 

The Importance of Case Studies in the Decision-Making Process

The primary objective of using case studies is to present social proof to prospects with the idea of whether they are taking the right decisions. It is an effective marketing tool that can persuade the B2B decision-maker that choosing your business can help resolve their issues.

As a result, it would give confidence to customers that you have delivered the same results in the past. You can add the quantitative and qualitative outcomes to depict your efforts.

Since B2B decision makers have shorter attention spans and little margin for mistakes, they want to ensure that the service they choose is right for them. Therefore, they want to look at the case studies to ensure that they are about to partner with the right vendor. 

What Makes a Good Case Study

You’ll only harness the potential of case studies and reap benefits through them if you write them correctly. Writing case studies requires you to follow a proper strategic plan. Here are the critical elements to keep in mind for writing a good case study.

Ready to take action? Let’s have a conversation

Follow the SOAR Approach

The ideal way to write a good and practical case study is by following the SOAR approach. It stands for the following:

Situation – The issue or circumstance that your client was facing

Opportunity – What were the chances available that you could leverage for your client

Action Taken – The plan, strategies, and actions you took to help your client with their situation

Results – The outcome of your overall efforts

 This will help you present a clear idea to your prospects of how you helped a client facing a peculiar issue. It will help them gain confidence in your services and persuade their decision-making process in your favor.

The Length

As mentioned earlier, B2B decision-makers have shorter periods. So, they might want to avoid reading through an extended case study. It is best to cover your point concisely, but you can go for long case studies depending on the audience.

Visuals

You can choose a stock photo to make the case study more engaging and compelling. Ideally, you should try to add visuals that give weight to your case study. For instance, you can add graphs or tables to show the client’s growth.

Customer Testimonials

Although adding a customer’s quote or testimonial isn’t necessary, it can give an excellent touch to your case study. They are a powerful tool to show first-hand how your product helped the users. Nevertheless, you can add or remove it according to your target audience’s preference.

Writing Case Studies for Your Business

Most business owners and entrepreneurs believe that writing case studies by themselves will help add more depth to them. However, not everyone has a flair for writing to deliver the message in the right tone and professional manner.

So, although you might have a better idea about the case, you wouldn’t be able to piece it correctly, which could lead to practical results. That is why hiring a professional writer with experience crafting such documents is vital for your business.

A professional can help tell your story in the proper context to persuade B2B decision-makers to choose your services. You can partner with a reliable agency for your case study to tell about how the company has helped customers previously and can do the same for the reader.

Most importantly, experienced writers know how imperative case studies are for your marketing strategy. Therefore, they would carefully choose their words to persuade the B2B decision-makers with a compelling CTA (Call-to-action).

Your Next Steps

Writing case studies requires you to follow an extensive plan for your business. You must use the SOAR approach to tell B2B decision markets about your client’s success. Also, ensure you vary the length according to your target audience and use visuals effectively.

While it might sound like an easy task, you must pay special attention to all the aspects of the case study. So, it is best to choose a professional writer that can help you persuade your target audience.

We hope the tips above are helpful in improving your campaigns. Have more questions about partnering with an agency? Reach out to us directly.

Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Read 
More Articles.

Read 
More Articles.

Developing an Effective Manufacturing Search Marketing Plan

Developing an Effective Manufacturing Search Marketing Plan

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
Search Marketing Essentials for Manufacturers

Search Marketing Essentials for Manufacturers

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
Writing High-Impact B2B Case Studies

Writing High-Impact B2B Case Studies

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Demo.

Are you ready to take action? Let's see how we can reach your
goals with a 20-minute introductory call.

Contextual Targeting in 2021: Here’s What You Need to Know

Contextual Targeting in 2021: Here’s What You Need to Know

Contextual Targeting in 2021: Here’s What You Need to Know

5-easy-ways-to-generate-website-traffic
Liz-headshot

Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Remain Relevant and Visible with Contextual Targeting 

Advertisers see the best results when they showcase their brand alongside relevant content that their target audience pursues online. However, in today’s environment, this also means balancing concerns over third-party data and reaching consumers without intruding on their privacy. You probably know what this entails. How many times have you gone on a social media platform and seen advertisements related to your recent internet searches?

While cookie-based advertising has been the norm over the last decade, concerns over data privacy have led to contextual advertising making a comeback.

What is Contextual Targeting?

Contextual targeting isn’t new. In fact, it’s an approach used by marketers for decades. Think of vendors in a trade magazine, make-up in a fashion publication or a sporting goods manufacturer at a sports event.

In the realm of digital advertising, contextual targeting means that you’ll be selecting where your ads appear, or dynamically adjusting your ad creative to better align with the content and keywords on a website.

Contextual Targeting vs Behavioral Targeting

For the last decade or so, behavioral targeting has been the industry standard. This approach selects ads for users based on past purchases, browsing behavior and even in-store movement from data captured by mobile phones. Behavioral targeting allows organizations to “purchase” intent via cookies, mobile/location data, purchases on third party websites, payment processors and other shared data sources.

Behavioral targeting isn’t going away, but it will be more difficult to accomplish with recent changes to cookie policies and General Data Protection Regulation (GDPR). For this reason, contextual targeting holds several benefits over behavioral targeting.

Benefits of Contextual Targeting

Companies can protect their brand, enhance their favorability, and engage more consumers with contextual targeting.

Relevancy: This approach places advertisements that are relevant to the content, making it much more genuine than behavioral targeting. Remember that behavioral targeting utilizes cookies and other stored data to push advertisements, which is not the case with contextual targeting.

Remain Privacy-Friendly: Because you are creating and placing ads yourself in contextual targeting, it values the privacy of the buyer much more. The content of the website is used for targeting rather than past behavior.

Pro Tip: The better you can understand the context of a page, the better your ad matching will be. 

How to Get Started with Contextual Targeting

One of the reasons many marketers turned away from contextual targeting is because requires a little more effort than behavioral targeting. While both forms of advertising aim to serve relevant ads to audiences at the right time, behavioral targeting leverages data to select most, if not all, ad placements and bidding strategies.

Here are some initial steps you can take before you engage with an agency. Unless you’re extremely familiar with the nuances of digital ad campaigns, you will likely need a trusted partner to guide you.

Review/revamp your buyer personas: Contextual targeting is successful if you know exactly who you want to target and what their exact interests are. Remember, the goal of this kind of targeting is to marry content with advertising to make sure that the visitor’s problems will be solved. Every organization should have a clear and concise description of their target audiences.

Understand your buyer’s journey: It’s also helpful to understand the various stages a buyer will experience prior to purchasing your product or service – from education to consideration to decision. Organizations should focus on creating a consistent experience for potential customers, ensuring all channels work together to bring customers through the buyer’s journey across different touchpoints on different platforms.

Brainstorming topics and keywords: To place your ads on relevant websites, you’ll need to tell your advertising system what topics and keywords are important. Topics are broad categories like “sports” or “yoga”. Keywords are for more precise targeting within your broad topics. Together, topics and keywords will help determine where your ads should be placed.

Your Next Steps 

If you want to keep your brand visible and relevant, then contextual targeting is an ideal option. It’s about making sure that the right product/service is shown alongside the right content of any given website or social media page — without intruding on privacy.

Hopefully the tips above will help improve your digital advertising. Have more questions about contextual targeting? Reach out to us directly.

Read  More Articles.

Read  More Articles.

Developing an Effective Manufacturing Search Marketing Plan

Developing an Effective Manufacturing Search Marketing Plan

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

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Search Marketing Essentials for Manufacturers

Search Marketing Essentials for Manufacturers

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
Writing High-Impact B2B Case Studies

Writing High-Impact B2B Case Studies

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more

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WordPress Websites: What to Look for in a Web Design Company

WordPress Websites: What to Look for in a Web Design Company

WordPress Websites: What to Look for in a Web Design Company

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Meet the Author

Liz Hersh is the founder of Hersh PR and Marketing, a digital marketing agency. Together with a team of marketing professionals she helps clients generate leads and increase revenue. 

Find the Right Partner to Build Your WordPress Website 

Having a strong website is important because it’s often the first impression you will make on potential customers. Whether they found you through a search engine or through a link shared by a connection, your website is typically the first point of contact.  A strong website is well-organized, easy to navigate, modern (in terms of style and layout), functional, branded, and motivates the visitor to do business with you.

A company specializing in website design and development will help you achieve a website that looks great and is suited to your style or brand. A website developer will use the designer’s specifications in order to bring the concept to life. Here’s what to look for when choosing a WordPress web design company:

Are They The Total Package?

It takes a surprising number of specialists to launch a successful website. A content specialist will ensure you nail the marketing messages. A graphic designer can make those words pop. And a developer has the technical expertise to ensure everything functions properly. Make sure the company you partner with is able to handle the content, design and any custom coding needed for your website to function the way you want it to.

Review Their Portfolio

What has the web designer or developer done for other companies? Do you like their past work? While it’s true that the definition of what makes a great website varies slightly from company to company, you should observe a level of design and function that is indicative of a professional. Looking at the projects that your web design and development firm have already completed will give you the best idea of what they can do for you.

How Big is This Company – And How Big is Their Average Client?

Designing a website for a small business is much different than designing a website for a large corporation. The scope of work and resources required are drastically different. If a firm doesn’t understand your needs and how to fill them (one-on-one meetings, the ability to change things on your own in the content management system, follow up help after the project is complete), you might need to consider a firm better suited to work with small and mid-size businesses.

Pro Tip: It’s advantageous to work with a company that you can form a long-term business relationship with. Not all freelancers are interested in long-term relationships because they may not have the resources to support your future goals.

Consider Your Timeline

Do you need this project done quickly? Is there a specific date you have in mind to launch? Making sure that a company can plan a reasonable timeline, or that they can follow the timeline you have in mind, will help the project go smoothly. And don’t forget to ask how the relationship between your company and theirs will continue once the project is complete.

Upfront and Ongoing Investment

Depending on the status of your business, price can be a major factor in deciding who designs, builds, and maintains your website. Websites are a lot like cars, ranging from a few hundred dollars to hundreds of thousands of dollars depending on the functionality, appearance and security required. That’s why it’s important to clearly define your goals and requirements and educate yourself on the resources required to make it happen. And remember, even after design, development, and implementation, websites require maintenance. They are a tool that can help your business grow and thrive when properly maintained.

We believe the best way to achieve your dream website is by hiring a single company dedicated to the design, development, and implementation of your site.  Contact us today for more information.

Read 
More Articles.

Read  More Articles.

Developing an Effective Manufacturing Search Marketing Plan

Developing an Effective Manufacturing Search Marketing Plan

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
Search Marketing Essentials for Manufacturers

Search Marketing Essentials for Manufacturers

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more
Writing High-Impact B2B Case Studies

Writing High-Impact B2B Case Studies

Marketing as a small business presents several challenges. Between budgetary constraints and a lack of clarity about the right ways to market a business, it’s no wonder that marketing is often a small businesses least favorite business function. But it’s probably the most important. It’s crucial to maintain an ongoing marketing and lead generation strategy to yield beneficial outcomes for your brand.

read more

Subscribe to Get The Latest Insights.

What makes marketing so challenging?

Trying to keep-up with the tools, technology and the limited attention span of your target market are all challenging. Get our tips on how to grow leads and revenue, delivered directly to your inbox.

Join The List

Request a Consultation.

Are you ready to take action? Let’s see how we can reach your goals with a 20-minute introductory call.