Digital Marketing & Production

Team Mindshare

For B2C businesses to survive in 2016 and beyond, they need to make search engine optimization a priority. Most decision-makers today recognize this state of affairs, but a lot of times they aren’t as clear when it comes to execution. As a result, many B2C firms make serious SEO mistakes.

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One of the biggest shifts now occurring in the way businesses operate is the move toward open workforces. Companies across the globe are increasingly coming to recognize the advantages that an open workforce holds over more traditional approaches to staffing. At the same time, though, it’s important to acknowledge that there are a number of challenges inherent to this model.

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This latest change to the Google search algorithm will likely have a very positive impact on those firms that can effectively embrace SEO best practices.

Considering Google’s stature in the realm of Internet search, it’s no surprise that anyone interested in search engine optimization or paid search pays close attention to any and all Google updates. Recently, for example, Google rolled out a new policy that eliminated text ads on the right side of desktop searches. Such a change is obviously going to have a major impact on how companies approach their paid search and SEO initiatives.

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When integrated, Pardot can become one of the most useful tools in a marketer’s repertoire, and can have a  tremendously positive impact on the company’s bottom line.

Integration is one of the most important, and most underrated, elements of business IT in general, and customer relationship management in particular. Even the most effective IT solutions can offer only a limited degree of value if they remain siloed and fail to link up with other applications and resources. Conversely, highly integrated IT tools will yield insights and utility that can radically improve operations throughout a given organization.

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In all likelihood, you’re familiar with the concept of the marketing funnel. The metaphor can be a useful way of describing a very common strategy, one that ideally moves potential leads step by step, closer and closer to the final endpoint, the sale. But there’s one big way that this image can provide a flawed impression: the likelihood of any given lead reaching the bottom of the funnel. When you pour water down a funnel, you’re not going to miss a drop – everything’s going to wind up where you aim it. What’s more, the liquid in a funnel will go down smoothly and without effort, as contributor Brian Hughes pointed out. With sales, though, nothing’s guaranteed, and even the best marketing funnel cannot convert every lead into a sale. That’s why it’s so important for businesses to embrace any strategy that can improve this percentage and make sure as many leads become sales as possible.

That’s where the one-two punch of marketing automation and lead nurturing enter the picture. By combining these two strategies, businesses can make it easier to drive more leads through the marketing funnel and achieve greater success as a result. Of course, this is only possible when both marketing automation and lead nurturing are handled in the right manner.

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With remarketing, companies can deploy a more targeted approach to ad displays, ensuring that the most high-value users see the right ads at the right times.

Display ads have become a hallmark of online marketing over the past few years. With display advertising, marketers have the ability to reach millions upon millions of users across a huge range of websites. Digital ad spending approached $60 billion in the U.S. alone last year, eMarketer research determined, and it is poised for much greater growth in the near future.

Given the scope of this field, brands and companies face intense competition when it comes to ensuring their ads are not only seen, but are seen by the right people. To this end, businesses need to leverage every resource available to them.

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Rather than a Penguin update, as had been anticipated, Google surprised everyone by undertaking a core ranking algorithm update.

For any company hoping to remain visible in increasingly competitive markets, search engine optimization is essential. It’s become standard for many people – including both consumers and business customers – to begin their search for a new product or service with a Google search. Those organizations with websites that pop up near the top of the first page of results will enjoy a tremendous advantage over their competitors.

Consequently, it’s critical for companies to pay close attention to Google’s algorithms. After all, these formulas will ultimately determine the search rankings for every keyword and phrase.

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