We’ll Call You: Is Outbound Marketing Dead?

May 29, 2019 No Comments

If we build it, will they come? This is the question on every B2B marketer’s mind when they invest thousands of dollars into their website. There’s an anxious passivity associated with the major shift in today’s marketing methods as outbound marketing—billboards, print ads, email blasts, cold calls—is steadily supplanted by inbound marketing: SEO, Google Ads, … Read More

Wading Into the Web: Transitioning Into Digital Marketing

February 27, 2019 No Comments

As advertising and brand building goes from print to the web, many B2B companies are feeling increasing pressure to reallocate marketing resources towards the new digital frontier. The company website – once a place to promote the company’s message and capabilities – is now a dynamic and sensitive marketing tool. With the advent of search … Read More

Google Ads No. 1 No-No : Breaking the Relevance Chain

January 28, 2019 No Comments

If you remember one thing about this blog post, it should be this: linking a Google Ads ad to existing website content is usually a costly mistake. By now, most Google Ads users understand that linking ads to homepages will cost you quality score points. We can shake our fists at Google for forcing us … Read More

Want More Effective Google Ads? Focus On Application.

January 15, 2019 No Comments

Let’s do a little paid traffic marketing review, starting with the basics: Google Ads (a.k.a. Google AdWords, Pay-Per-Click programs) are designed to drive traffic to commercial websites to help sell their products and services. To do this, a significant portion of that traffic needs to land on pertinent and engaging content that’s been optimized to … Read More