At WordStream, we’ve taken a trial-and-error approach to social media. After I took over our accounts about a year ago, we’ve been implementing new strategies, trying out different approaches, and combing through data to see what our audience really likes to engage with.
First, let me tell you: it’s been hard. We post and tweet a LOT. We have a lot to share, what can I say? And obviously social media is part of our overarching marketing efforts, so we want to make sure that not only are we giving our followers what they want to see, we’re also accurately representing WordStream as a company.
Regardless of what people say, building up your link profile is a necessary part of your B2B marketing strategy. For most businesses, however, the process of establishing a backlink strategy and then going out and actually getting backlinks can be incredibly daunting.
There is a TON of value in building up your link profile. We attribute a lot of our organic growth to our backlink strategy. In fact we used to have a role here specifically for writing guest posts (8 a week if you can believe it). That’s how much we believe in it.
There are a lot of ways to get backlinks, and some require more work than others.
“It is a truth universally acknowledged that lead acquisition in the insurance industry is hella pricey.” – Old Proverb.
In fact, it’s not just expensive: the frustrations associated with running an AdWords account in the insurance industry — whether it’s your own account or you’re an agency running an account for a client in the insurance industry — are very real.
This frustrates your clients (especially the yellers) which in turn frustrates you. It’s all very dramatic.
We’ve made the case for controversial marketing in the past. Campaigns that rise above monotony, trigger a strong emotional response, and drive widespread engagement can experience unprecedented returns on investment. The name of the game—in advertising, as in most aspects of life—is balance. When does the incendiary become scandalous? When does gender targeting become sexist? At what number of Monday bathroom breaks, having already taken five, have you officially taken a sick day?
So the question remains: Where is the line? In the embarrassment of controversial ads we examined, we found two lines, delineating three distinct categories. We took the best of the best from each category, and voilà:
If you’ve ever been stuck in torrential rain waiting for a delayed train after a long day at the office, the chances are pretty decent that you’ve fantasized about working remotely at least once or twice.
When you’re in the business of fixing pipes, installing HVAC systems, or baking cupcakes, keeping your marketing in tip-top shape can be burdensome. Imagine if your business involves marketing for yourself AND businesses fixing pipes, installing HVAC systems, and the like.
Sound overwhelming? Definitely. Time consuming? Absolutely.
PPC advertisers said farewell to standard text ads last year and we began preparing for the new age of Expanded Text Ads (ETAs).
A lot has changed since Google first started selling text ads way back in the 20th century. Technology is better. The way people search has changed. And, perhaps most importantly, we're now in a mobile-first world.
All of this meant it was time for some major changes to AdWords. So text ads that used to look like this:
I’m a bargain addict. I shop at Goodwill instead of traditional department stores, live by Groupon and GoldStar rather than paying full price on a meal or a show, and hunt for treasures at flea markets, as opposed to paying a premium at malls.
According to analytics firm Flurry, U.S. consumers spend an average of 5 hours per day on mobile devices. As you can see in the graph below, the time spent on mobile phones is increasing at a pretty rapid rate.