2021 DIGITAL MARKETING PLAYBOOK - TRIBALVISION
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2021 Digital Marketing Playbook
Digital Marketing – a Lifeboat in the ‘New Normal’
“Without wanting to sound too alarmist, in many cases digital marketing strategy will be the deciding factor in
whether businesses make it through the tough times ahead.” – Bernard Marr, Forbes (March 20, 2020)
Cancellation Loss of Face-to-Face
of Live Events Prospect Meetings
Of Polled Event
Marketers Canceled Disruption of
Of buyers say they
87%
Planned Events due Status Quo
to Covid1
prefer digital
interactions 70%
Traditional is
the Problem;
Digital is the
Solution
90%+
Of B2Bs have
83%
Of budgets previously
dedicated to trade shows transitioned to
are now being dedicated virtual sales
to paid search, social models during
media, and email3 Covid4
Sources: 1. https://www.statista.com/statistics/1124907/us-event-professionals-cancelling-postponing-events-covid-19/
2. https://www.mckinsey.com/business-functions/risk/our-insights/covid-19-implications-for-business
3. https://www.statista.com/statistics/1119067/b2b-marketers-live-event-budget-reallocation-covid10-usa/
4. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-b2b-digital-inflection-point-how-sales-have-changed-during-covid-19
Agenda 1 Prospecting in the Age of Covid 2 Email 3 Account-Based Marketing 4 LinkedIn 5 Facebook & Instagram 6 Paid Search 7 SEO 8 Reporting 9 Bonus
Prospecting in the Age of COVID
Adapt your Prospecting to Today’s Reality
Businesses who wait to generate leads until the clouds have cleared “will be too late to gain a
competitive (or any) advantage.”
So how do we maximize our chances of
reaching prospects we should approach?
By:
Avoid Approach
Industry Targeting favorable ‘Tailwind’
and ‘Essential’ industries
50% 50%
Size Zeroing in on larger clients
of B2B Buyers Have Not
have Postponed Then, we:
Purchasing due to
COVID-19 Using database best practices
Implement
to harvest leads
https://hbr.org/2020/07/how-to-keep-closing-b2b-deals-during-the-pandemic
Critically Evaluate and Segment Target Industry
Verticals
Analyze industry supply & demand drivers to understand pain points and opportunities better. Then, segment prospects
and focus resources on Tailwind and Essential prospects who are better positioned to make purchasing decisions.
Tailwind Essential Headwind
Counter-Pandemic Industries Pandemic-Agnostic Industries Pandemic-Afflicted Industries
Demand Supply Demand Supply Demand Supply
Sample Industries Sample Industries Sample Industries
• Information Technology • Manufacturing • Apparel/Fashion
• Software as a Service • Professional Services • Tourism
• E-Learning • Waste Management • Brick & Mortar
• Home Improvement • Construction • Hospitality
• Telehealth • Insurance • Gyms
Shift your Focus Upmarket and Diversify
(Pragmatically)
The pandemic has disproportionately impacted smaller businesses. As they become more budget-conscious, shifting
your focus upmarket (within feasibility) is an opportunity to diversify your client base.
How can we identify ‘upmarket’ prospects?
● Revenue: Many third party sites and
Large databases provide company revenue
estimates e.g. Owler, ZoomInfo
The following variables
are often publicly
● Headcount: Employee count
accessible.
estimates e.g. LinkedIn can help
extrapolate an organization’s size
You can qualify prospects
● Location Count: Depending on the
across one or all of these
type of business, the number of
Small characteristics. Use these
locations can indicate the scope of
variables to find your
regional presence - particularly
‘sweet spot.’ *
relative to competitors
*Other Possible Indicators of Size: Diversity of Services, Awards/Accolades, Industry Affiliations, Quality of Website
Use Industry and Business Profile Characteristics
to Harvest Prospects
Now that you have effectively thought through both the industry and business parameters that are most compelling for
your organization, you must apply them both to gather attractive leads. There are several tools at your disposal:
Subscription Databases Publicly Accessible Databases
For a monthly subscription, you can access a database of Publicly accessible business lists come from diverse sources
contacts, email addresses, companies, etc. - allowing for easy - from industry publications to government disclosures.
characteristic-driven prospecting.
Pros: Free, Common attributes within list
Pros: Data is consolidated and easily searchable Cons: Often not exportable, incomplete data
Cons: Price
Examples: PPP loan recipient list, Trade show
Examples: ZoomInfo, DataXpander attendee/exhibitor list
Use Industry and Business Profile Characteristics
to Harvest Prospects (cont.)
Even without paying for subscription databases, there are ways to gather leads that exhibit the characteristics you
value as an organization.
Scraping Tools Re-Evaluate Past Prospects
When you find a list of prospects across multiple web pages, Businesses often neglect a concerted re-engagement
or if you want to perform a keyword search on Google, use a strategy for past prospects and clients. You can revisit
scraper to scan web pages and capture data in a old prospects that fall into your industry/size profile.
spreadsheet.
Pros: Existing relationship, lower acquisition cost
Pros: Cheaper than subscription databases Cons: Messaging must maintain continuity
Cons: Technically cumbersome, result quality varies based
on keywords
Examples: Using HubSpot to export old deals of a
Examples: Web Scraper, Phantombuster certain size or industry
Use Cold Calling 2.0 to Reach Prospects
Leverage Cold Calling 2.0 to deploy ● Define ideal target profiles
larger quantities of emails to your Prepare ● Identify target accounts
new prospecting list you developed. ● Source contacts at
accounts
Cold Calling 2.0 allows you to
leverage plain text emails to reach ● Send cold emails
your ideal prospect profiles with Prospect ● Work responses
● Set calls with top prospects
highly personalized touch points. ● Schedule demos/appts.
Your email sequences will consist of
a series of 5-8 emails deployed over ● Enter new opportunities into
Begin Sales your sales cycle
a span of several weeks. Cycle ● Add prospects to nurturing
campaigns where
appropriateUse Top of Funnel Content in Your Cold Calling
Campaigns
Introductory Content Focused On Your Brand
Sell Sheets Top of the Funnel Content
Landing Pages
Videos
Useful Information About Your Brand
Testimonials
White Papers Mid-Funnel Content
Sample Reports
Social Proof
Case Studies
Online Bottom Funnel Content
ReviewsScale your Outreach Efforts Leveraging Proven
Automated Platforms
PersistIQ and Zoominfo’s Engage allow you to
create multiple sales flows with a combination of
manual and automated emails and phone calls.
Using key data points such as open rates and
clicks, you can identify the most engaged leads
and prioritize accordingly.Leverage Your In-House Email Database
in Ways you Never Imagined
Automation Retargeting Audience Creation
Use behavior and time-based Augment email marketing Upload email lists to paid
automated email messages to efforts by uploading your lists search and social media
drive your contacts towards the paid search and social platforms and leverage their
next stage in your conversion platforms and deliver display AI to develop new, similar
funnel ads to your prospects target audiencesUse Automation Throughout Your Sales Funnel
If you are collecting email addresses of potential customers, you need to be leveraging email
automation. While automation platforms used to be cost-prohibitive for many in the past, a myriad of
companies now offer solutions that meet the automation needs of many businesses.
Use automation email sequences for customers at
all different stages in their customer journey
1 New prospects
If a prospect has enough 2 New customers
You can use automation
interest in your product to campaigns to onboard new
submit their email address, customers and provide key
you should be entering them company and production
into a nurturing campaign to information to keep your
provide them additional organization top of mind
marketing content
3 Past customers
Automated messages are 4 Existing customers
Automated sequences
also effective at helping you should be leveraged to
get back in front of your proactively encourage
former clients and customers reorders and upsells with
your existing client baseAutomated Sequences Allow you to Send a Series
of Time and Behavioral Triggered Emails
With a combination of time and behavioral triggers you can deploy series of emails to continue
the conversation with your web visitors and prospects.Use Your Existing Email Lists to Launch Retargeting
Campaigns and Develop Lookalike Audiences
Email Contact List By uploading existing email
lists to Google, Facebook,
and LinkedIn, you can target
those individuals with display
ads or develop new unique
Google Facebook LinkedIn lookalike audiences.
Lookalike & Lookalike & Lookalike &
Retargeting Retargeting Retargeting
Google also allows you to
Upload your email list to Like Google, you can use LinkedIn has the same designate a matched
Google and build lookalike Facebook’s AI to develop a lookalike audience
(similar) audiences to target lookalike audience based capabilities. You can also
audience based on your list.
with future campaigns. You on your existing email list, upload company lists, which You can direct the platform
can also target contacts as well as target prospects can be used to target to pay more for clicks from
with retargeted ads. with retargeted ads. advertisements. people in your matched
Required list size: Required list size: Required list size: audience, an excellent way
● 1,000 ● 1,000 ● 1,000 to reach your most valuable
potential customers
17Account-Based Marketing
Use Account-Based Marketing to Target
Strategic Accounts
Account-Based Marketing (ABM) is a strategy in which sales and marketing teams work together
to target best-fit accounts and turn them into customers. This five-step approach allows the sales
team to identify accounts with the highest revenue potential for your business and enables your
marketing team to develop a tailored campaign to contacts at these accounts.
5 Steps to
Account-Based
MarketingIdentify the Highest Value Accounts
Identify target accounts that would make suitable clients, and define what their core challenges
are that make your offering a good solution for their needs
1 Identify target accounts
Pick accounts that will result in the
Start with key companies you want to do business
highest revenue
with, then build from there using the tactical
High yield OR
approach at right:
Pick accounts that fit your product
2 Identify decision makers and or service the best
Product fit
influencers OR
Who are the decision makers at your selected Pick your competitor’s accounts as
accounts? Who influences the decision making your main targets
process?
Keep in mind: Competitors’
customers OR
Set a minimum number of contacts per
account (5-6 recommended – must have Pick accounts based on a previously
both influencers and decision makers) defined strategy/asset (i.e., you have
& Strategic assets that address concerns that
In order to properly execute, we importance
recommend a minimum list size of 3,500+ resonate with this x type of target)Identify the Highest Value Accounts (Cont.)
Next, build out your leads list with contacts and contact
information (email address):
Tools To Use
3 Develop criteria to use to build lead lists
Flesh out specifics, like company size, location, industry, target
job titles, and much more
Clearbit Connect: A Gmail or
4 Create lists Outlook extension that allows 100
free email lookups a month
You can:
• Build out your lists manually - physically find target company
website and find contact information within, use LinkedIn
search, and utilize email-finding resources (see recommended
Hunter.io: A Chrome plugin that
tools at right)
allows 100 free email lookups a
• Purchase a list through a vendor – provide your desired
month; allows you to directly look
audience parameters and a provider
up employee info from a company
• Do a combination of both
siteBuild Personas and Value Props for Your Targets
The goal of profiling accounts is ultimately to determine an accurate compelling value proposition
you can offer each account. To get to the value proposition, we recommend researching the role of
the target and examining the target’s perspective as well
Essentially, build a mini buyer persona for the decision makers and influencers at each target
account to get to your value propositions
Target Account #1 Buyer Personas & Value Proposition
Who are they? Their perspective Your value proposition
Verticals
○ Vertical 1 Provide an in-depth description Draft an elevator pitch for
Decision Makers
○ Vertical 2 of the company. Try to predict each decision maker based
Business Channels Describe the contact’s what is most important to them on the unique value we can
○ OEMs title and role when working with a partner add to their company
○ Dealers and Distributors
Purchasing Characteristics
○ Frustrated with larger
Influencers Try to predict their main pain Draft a value proposition that
Research contacts that points within the organization. addresses their unique pain
companies
influence the decision The more unique these might be points
○ Looking for high-tech
making process to the company, the more
options
impactful your value propositionCreate Content that Resonates with Your Targets
Considerations for each account approach:
ABM content is everything that goes into What are trends and commonalities across
the emails you are sending to your high-yield targets? What issues might they
have that you can address with the content
targets. Content should do more than High yield you create?
educate customers about the brand –
it must provide value to your target How can you best showcase how your
as well. offering is a perfect fit for your target’s
Product fit needs?
Different types of target accounts
What can you offer over the competition?
necessitate different content focuses. Examples: case studies, white papers,
You should ensure that content speaks Competitors’ pricing guides, etc.
customers
directly to your target – the more
directly applicable and relatable your What is your strategic advantage? What
message and content is, the greater content can you create to communicate
Strategic
importance
it?
engagement you will see.Draft Personalized Email Messages
Some additional tips to keep in mind as you create your ABM emails:
Emails should be: Tools To Use
• Efficient & conversational
• Personalized
• Specific about what you do and who
you need to speak to Calendly: An appointment setting
They should not:
app to solidify your meetings with
• Try to sell anything
prospects easily
If there’s no response after email #1, all • Integrates with your calendar
following messages should ask to be • Allows prospects to self-select
referred to the correct point-of-contact meeting times based on when
your calendar says you’re free
Ensure that there is a way you can track engagement – we recommend
• Additional features include
including gates on content that forward information to your sales team
email/text reminders, buffer
Give targets an easy way to take action – see the recommend meeting times, time zone detection, and
scheduling tool at right company brandingLaunch Multi-Touch Email Campaigns
To launch campaigns, set them up in your marketing automation
platform. When you have a variety of leads in different parts of the sales Tools To Use
cycle, you’ll likely want to set up a CRM to keep everything organized –
some automation platforms include a CRM, but there are also separate
options that seamlessly integrate with your email account
wait X days; if Streak: Ideal free CRM option to
no response… wait X days; if help you manage your prospects
Email 1 no response…
in the sales process (if your
Email 3 marketing automation platform
Campaign launch Email 2 doesn’t have CRM capabilities)
Email 4 • Integrates with Google Suite:
wait X days; if
Gmail, Calendar, Drive, Sheets,
no response…
and Chat
If a prospect responds to an email: • Dynamic – allows you to move
• Ensure they are removed from the campaign workflow leads through the sales cycle
• Validate the lead
• Pass off to a member of the sales team for further conversation and set next stepsSupport Your Email Campaigns with Retargeting
You can create a sophisticated,
1st ABM Social media multi-channel marketing machine
touch point advertising using your ABM lists and utilizing
ABM Leads (ads delivered to uploaded
lists) the retargeting options available
via marketing automation and on
ABM #1 landing page social media platforms
(gated content piece in email #1)
Remarketing / retargeting audience – stage 1
2nd ABM
ABM Leads
touch point Social media retargeting (ads to website traffic audience)
g et ed
Retar ds Email remarketing (sent to emails captured in gated form)
L ea
ABM #2
landing page
Remarketing / retargeting audience – stage 2
3rd ABM ABM Leads
touch point* et ed Social media retargeting (ads to website traffic audience)
Retarg
L ead s Email remarketing (sent to emails captured in gated form)
ABM #3
landing page
Conversion = Connect prospect with sales *3 touch points shown for simplicity of visual – real
team ABM campaign will likely have more touch pointsUse Social Media to Further Support Campaigns
The below channels and tactics can support your targeted ABM email outreach, further promote
brand awareness, and nurture your target accounts and leads down the digital marketing funnel:
Email remarketing: send emails to leads gained through website interaction
Highly effective tactic for nurturing leads, by utilizing user behavior triggers to provide relevant,
valuable content to prospects and leads in a strategic, timely manner. Remarketing continues to
educate leads on your offering and drive them back to the website (and further down the conversion
funnel)
Support lead retargeting by setting up nurturing workflows that deliver email to users that have
entered their email into a form on your website, i.e. the gated content form your leads would have
received in ABM outreach emails; once a user is in your automation system, continue to target them
with compelling and valuable content
LinkedIn & Facebook: target uploaded lists & retarget website visitors
Support initial outreach efforts by uploading ABM Continue to nurture users that express interest
contact lists as audiences and targeting the in your company by visiting your ABM landing
matched audience generated with ads (or InMail on pages by setting up audiences that are built
LinkedIn) that reinforce your messages and drive based on traffic to those pages on your
users to your website and gated content for lead website– target them with conversion-focused
capture contentImplement Tracking and Reporting to Measure
and Analyze Campaign Performance
Measuring your results is key to improving your marketing results and understand
your audiences’ preferences.
Measuring and analyzing is the critical last (and ongoing) step for every marketing channel
and tactic we’ve discussed — more on reporting in the following slides.
Optimize Test
AnalyzeUpdating Your Company Profile is a Key First Step
No matter how you’re leveraging LinkedIn, you should always ensure your company profile and
all company employee profiles (especially for the sales team) are complete and up-to-date
When it comes to your profile, the little things count --
LinkedIn profiles with photos get 21x more views and 36x more messages
Anyone on LinkedIn can view your company profile, and you want to be sure that, if you have a
target consumer audience, your company is positioned accordingly in your profile
You should also curate content to
appeal to your leads and
prospects, and share this content
(organically or with the support of
some marketing dollars) to build
your company’s credibility and build
your brand name recognition 17
1) https://foundationinc.co/lab/b2b-marketing-linkedin-stats/B2B Marketers Rate LinkedIn as the # 1 Platform
for Lead Generation
170M 45% 2M
US-based Of LinkedIn users Posts, articles, and
professionals have are upper videos are published
LinkedIn Profiles. management. on LI daily.
94% 91% 50%
of B2B marketers of executives rate of B2B web traffic
on social media LinkedIn as their first originating from Social
publish on choice for Media comes from
LinkedIn. professionally relevant LinkedIn.
content.
Source: DemandWave state of B2B Digital Marketing ReportLinkedIn’s Robust Targeting Capabilities Make
it a Dream for B2B Marketers
Focused B2B Targeting Versatile Ad Options
All self-reported firmographic data found on Options include static image, direct message,
individual profiles is targetable on LinkedIn carousel, spotlight, video, and moreLinkedIn Audiences are Key for Targeting and
Building your Marketing Funnel
Filtered Audience - Awareness Custom List - Awareness/Nurture Retargeting - Nurture/Convert
Target by an individual's self- Target email addresses you Target prospects who have
reported data upload directly to LI engaged with your brandLead Gen is Your “Go-To” Tool for Acquiring
New MQLs and Driving Awareness
Lead gen ads allow you to
collect prospect contact
information in the form of a
Marketing Qualified Lead (MQL)
directly from LinkedIn’s
newsfeed. Typically,
advertisers trade a piece of
content or thought leadership
for user contact information.
These leads can then be
followed up by sales staff and
targeted in nurturing
campaigns within the
marketing funnelEffective Lead Gen Starts with Strong Content
Use content to trade for a What is King with Lead Gen? Content.
prospect’s contact info
Content Dos Content Don’ts
View this as a Transaction: Whitepapers Sales Collateral: Your sell sheets and case
are great as long as they provide studies are not suitable content. We’ve
immediate value to the end user. They will seen a large increase in CPL when testing
be willing to trade their contact information this type of content.
for value.
No Value: Anything that does not provide
Provide Value: Listicle content is great as immediate value to the user, like something
well; people tend to respond well to it - that can read and actively improve on
again, make sure it’s valuable. afterwards, is not worth promoting.
Pitch Yourself in the Deliverables: Make Generalize Across Sectors: It’s much better
sure the content you create also sells users to draft content that is specific to the
on your client’s service. It should contain a prospect you are targeting. Segmenting
call to action/an offer for people to follow your audience and drafting unique content
up on. for each segment is best practice.
Personalize: Make your content specific to
your audience. The more specific you can
make it, the better.Sponsored Content is Great for Both Nurturing and
Converting those Familiar with Your Business
Characteristics:
A standard newsfeed ad typically consists
of a piece of creative, which can either be
a 1200 x 628 pixel image or a 256 x 144 to
4096 x 2304 pixel video.
Best Uses:
These ads work best when used for a
retargeting audience and/or direct email
list within LinkedIn. You can re-engage
individuals with a new piece of content or
a strong call to action for your business.Sponsored InMail Closes the Loop With Your
Most Engaged Prospects
Characteristics:
Sponsored InMails are direct messages
you send out to users on LinkedIn. These
show up as personal messages within their
inbox. LinkedIn has set parameters of
when these messages can be received to
limit the number of these messages.
Use Cases - Focused Retargeting:
Through LinkedIn, you can build a
targeted audience of focused visitors -
such as visitors to your pricing or signup
page - and use Sponsored InMail to send
them a detailed exclusive offer to help
drive conversion.Play to the Channel’s Strengths, Avoid Weaknesses
Strengths Weaknesses
Targeting: It offers the most robust list of targeting parameters Costly: LinkedIn’s B2B focused targeting leads to increased
solely focused on work experience CPCs on the channel (anywhere from $5.00 up to more than
$20.00 a click)
Engagement: Members who are active on the platform tend to
be highly engaged with their industry Volume: LinkedIn is not an ideal channel for website traffic (if
your goal is to increase traffic to build a sustainable
Options: It offers numerous advertising options to target your remarketing list, LinkedIn is not ideal due to its cost per clicks)
intended demographic
Content Demanding: To make LinkedIn effective for lead
Email Farming: It is one of the best places to acquire contact generation, you need to spend time developing strong
information of an interested potential client or lead whitepaper content that may be a challenge with your client.
Organic Growth: It gives brands a chance to establish and UI: LinkedIn UI is not the easiest to use and can take some
grow their following for more organic reach getting used to.
Focused Narrative: It makes space for individuals to focus on Originality: Because B2B ads are common place, it can take a
having a conversation on all things related to work, career, and lot of thought and energy to develop ads and content that
industry “cut through the noise” on the channel.
Creative Freedom: No restrictions on advertising creative like
you find with other social media channels.
1) https://foundationinc.co/lab/b2b-marketing-linkedin-stats/Facebook & Instagram
Facebook & Instagram Advertising
Today, many targeting parameters are now hidden behind Facebook’s AI. But this actually
works to your advantage, as you can leverage their AI to target potential prospects and
customers better. Before we look at advertising, here are few things to keep in mind as they
relate to the company profile.
FIRST STEP: AUDIT YOUR COMPANY PROFILE
Having an incomplete or out-of-date About – most important part of your page; include address,
business page looks worse than not contact information, hours, website URL, and more
having one at all. Many people go
online to find specific information Events - update your event schedule if you are holding
about a business; make sure your events, and invite others to attend
potential leads/customers are able
to find what they’re looking for. Make Home page & posts – Post regularly: updates, company
sure you maintain the areas to the announcements & milestones, blogs, content, company
right consistency for accuracy. photos, etc. Make sure to respond to any comments or
messages – and be personable, and not too salesyFacebook: Your Business Profile
There are also many extra sections you can add to your company page – not all will make
sense for your business/audience needs, but some can add great value to your business
page for potential customers:
Reviews – customers can rate and review your
business; these show up at the top of your page
and serve as social proof for potential leads
Services – add a photo of your specialty, its name,
pricing, description, and duration
Offers - you can post discounts and deals, which
can encourage people to visit your page (run
organic or paid posts post about your offers listed!)
Shop – on-page inventory where users can buy
products / services directly
Info & Ads - shows all the ads you’re currently
running and add transparency to your brandBuilding Ad Sets - Ad Placements
Ads can be displayed in a variety of places within Facebook and across other apps and services
– Instagram, the Audience Network (publish Facebook partners with), and Facebook messenger
Messenger Audience Network
Facebook Inbox Banner, interstitial, & native ads
Feeds Sponsored Messages Rewarded video
Instant articles In-stream video
In-stream video
Right-rail column
Marketplace
Stories Feeds
Stories
Instagram
Choose specific placements of those available for each ad format, or you let Facebook optimize your
ad across them all; our recommendation: start with all ad placements – after a couple of weeks,
analyze results, filtered by placement, to weed out those with the lowest performanceStructure of Facebook Campaigns
Ad Set #2
Ads Ad Set #3
(Audiences)
Ads
Ad Set #1
Ad Sets
Ads CampaignStick with the C’s for Measurable Results
Does not change how
most
commonly your ads look to users
used
or elements within the
Link click, landing page views,
impressions, daily unique reach
View content, add to
cart, purchase ads.
Post likes , page likes, Objective = Goal
event responses
Does change who your
ads are more likely to
be served to.
Facebook will serve ads
to people who are
more likely to
[objective] on your ad.
Objectives that generate Objectives that get people to Objectives that encourage
interest in your product or think about your business and people interested in your
service. seek more information. business to buy or use your
product or service.Lookalike Audiences are the Core of
Social Media Prospecting
Age & Interests &
Gender Activity
Lookalike
Location Audience
Give Facebook your Facebook determines what people in Using the target customer
followers, website visitors, each group have in common and builds info, Facebook finds similar
email lists, customers lists... a target customer users aka “lookalikes”
Facebook’s machine learnings/algorithms pull from an extensive pool of
data points to spit out an audience of qualified, cold prospects.Interest-Based Are the “Safety Net” of
Prospecting
Interests
Shopping Behaviors
Purchasing Devices
Browsing Info
All Facebook Data...
Access to Data Points
Goal: The majority of
prospecting audiences
will fall into lookalikes.
Age Lookalike Lookalike Lookalike Anyone who slipped
Gender
through the cracks will
Location
be caught in the broad
Facebook’s Marketer’s interest-based
Machine Learning Audience Interest-Based
audience, aka the
& Algorithm Analysis & Inputting what we “think” the ideal target customer is. “safety net.”
InsightsPaid Search
Paid Search is an Effective Channel for Driving
PaidHigh
Search Advertising
Intent Inbound Leads for your Business
Paid search allows companies to bid for ad space on Google search results pages. It is a particularly
effective element of a digital marketing strategy because it plays a role at the top of the conversion
funnel (awareness for users searching Google) and it facilitates repeat site visits and conversions
by users searching for your website
Used correctly, paid search will put relevant ads in front of
potential consumers during their time of acute need – your ad is
presented as an answer to their search engine “question,” increasing
the likelihood that they will engage and convert
Paid search platforms have developed robust options to increase
your ads’ value – besides the standard ad text. They can:
• have additional links to various pages of your site
• call out important details outside of the ad text
• provide segmented calls-to-action
• include your site rating, location, & other helpful informationUnderstand Campaign Anatomy to Plan Effectively
Google Ads is the advertising management platform for Google paid search (pay-per-click
search engine ads). All Google Ads accounts should have the same basic structure.
Google Ads Account
Each campaign should be based on a broad
Campaign 1 Campaign 2 theme that will then incorporate more nuances
of said theme within the campaign
Create ad groups by categorizing keywords into
Ad Group 1a Ad Group 2a Ad Group 1b Ad Group 2b more granular themes – tight keyword clusters
allow for very targeted, relevant ad copy
Create 2-3 ads per ad group – test different
variations of your copy to see what resonates best
Keyword Keyword Keyword Keyword
Keyword Ad A Keyword Ad A Keyword Ad A Keyword Ad A with your audience
Keyword Ad B Keyword Ad B Keyword
Keyword
Ad B Keyword Ad B
Keyword Keyword Keyword
Ad copy should tie very tightly to the keyword
cluster in the same ad group
Be sure to make your Ad Groups as specific as possibleNon-Branded Campaigns are Ideal for Driving
Awareness Through Google SERPs
What Are They? Non-branded campaigns bid on keywords related to your product or service but
don’t contain any of your branded terms within the query.
Examples: Some Non-branded keywords that TribalVision bids on are Digital Marketing Agency
and Boston Marketing Agency.
Non-branded term
Research Organize
1. Keywords
22. by Theme
Using Google’s Keyword Identify themes in your research
planner, research a universe of to organize into campaigns. For
keywords that make sense for example, if a word or phrase is
your business. We recommend used across multiple keywords
using competitor websites and you research, you should group
Google’s Discover New them together to create a
Keywords tool to help you do general theme. Each theme
this. translates to a new campaign.Branded Campaigns Keep You at the Top of SERPs
and Turn Familiar Prospects into Leads
What Are They? Branded campaigns bid on keywords that contain your branded terms. These
include your company name and branded terms you may have for your products and/or services.
Examples: TribalVision currently bids on the word TribalVision, including misspelled variations.
Branded term
Identify Your Organize Them
1. Terms
22. by Theme
Identify all of your branded Organize your branded terms by
terms across your organization, themes to help identify your
whether it’s your organization’s branded campaigns. In this step,
name or specific trademarked it’s helpful to identify what the
names you have for products destination page should look
and or services. This should also like for each keyword. Keywords
include misspellings. that share the same destination
page make up a theme.Paid Search Retargeting Audiences Allow You to
Nurture and Convert your Most Engaged Prospects
What is it? Through the Google Ads pixel, you can build audiences of your previous website
visitors to target existing campaigns. Google will then prioritize your ads over others when
members of these audiences type in your keywords.
Examples: TribalVision has created a RMK audience that is active on all campaigns. We have also
created campaigns specific to targeting these individuals as well.
Append Your Create an RMK
1. Audience
22. Campaign
Append new retargeting Create a new campaign which
audiences to all existing Google only targets members of
Search campaigns and set a bid retargeting audience. Here you
adjustment of at least 25% to should upload very general
start. This will tell Google that keywords that you are not
you are willing to pay 25% more bidding on anywhere else.
if a member of this audience
types in a keyword you bid on.Google Rewards Advertisers with Optimized
Landing Pages by Lowering CPC Costs
In Google Ads, semantics matter, as they govern your Quality Score (QS). QS is how Google
determines the relevance of your ad to the keyword you are bidding on.
-CPC
You 10 -50%
Save! 9 -44.20
8 -37.50
You need to be sure your
7 -28.60 If you do not optimize your
keywords, landing page, and
6 +16.70 landing page, keywords, and
web experience all reinforce
5 Google Benchmark web experience, Google will
your ads' content and include
place a surcharge on your
the keywords you are 4 +25
cost per click.
bidding on. 3 +67.30 You Pay
2 +150 More!
1 +400% +CPC
For example, if your landing page features green slacks but you bid on blue jeans,
Google will give you a poor quality score and charge you a premium on your keywords.Each Ad Group/Campaign Should Drive to Unique
Landing Pages Designed to Convert Inbound Leads
Keywords that you are bidding on in each
adgroup/campaign are featured on the
landing page you are driving to
Your call to action is placed front and center
above the fold of the landing page
You keep images light above the fold to
help landing pages load faster
Keep your reviews and social proof concise
and close to your call to action
Accolades are also showcased above the
fold to help drive the conversionAll Campaigns You Enable Should Use
Smart Bidding to Run and Optimize Effectively
If you are looking to
leverage Smart Bidding
it's fairly straightforward.
Simply set up conversion
tracking in your Google
Ads account and then
set your bidding strategy
to "Smart Bidding.
Google’s Smart Bidding is your best friend in paid search advertising. Smart Bidding Google’s
advanced machine learning uses a combination of signals to optimize the delivery of your
paid search ads and campaigns. These predictive signals are far beyond the data available on
the front end of Google Ads and are more than an individual can compute independently.SEO
Drive Organic Traffic with SEO SEO improves the ability of your web pages and content to be discoverable by users searching for terms relevant to your site. SEO efforts help your site maintain high visibility in searches without requiring ad spend. The term SEO also describes the process of making web pages easier for search engine indexing software, known as "crawlers," to find, scan, and index your site. Note that SEO is an ongoing effort and requires extensive maintenance, as well as a ramp-up period to generate credibility in the eyes of Google.
Play to Google’s Search Algorithm
Google’s algorithm determines which pages are displayed highest
when a user searches a specific set of keywords. Therefore, your Tools To Use
site should be tailored to the algorithm Google operates by – it
prefers website pages that:
• Contain high-quality, relevant information to the search SiteChecker: Receive a
query, based keywords and text on the page, as well as the complete audit of your site’s
links to and from the page
search engine optimization, as
• Load quickly and are mobile-friendly
well as a numerical score-
• Have unique content
• Are engaged with positively by users – low bounce rates, covers metadata, content,
high time on page, click-throughs to other pages, etc. imagery, internal/external
linking, and more. Optimization
Check out your competition’s SEO to inform opportunities to acquire users suggestions are also provided.
searching for services by specific keywords and understand where you
might be losing potential customers to competitors with stronger SEO – use
the tools included on slide 59 (SpyFu and SEMrush).Optimize your Keywords Tools To Use
To gear your website to rank highly for relevant searches, you need
to select specific keywords to optimize for based on your target
audiences’ needs and interests; consider the following as well:
Search volume: The more people searching for a keyword, the bigger
Google Keyword Planner:
the audience you stand to reach. If no one is searching for a keyword,
very few people will find your content through search A keyword research tool for paid
ads and SEO; provides keyword
Relevance: A term may be frequently searched for, but that does not
necessarily mean that it is relevant to your prospects. The connection
volume and cost data segmented
between site content and the search query is a crucial ranking signal by target market and potentially
useful related keywords to help
Competition: Keywords with higher search volume can drive significant
amounts of traffic, but competition for premium positioning in the search you identify the balance between
engine results pages can be intense broad and specific keywords
Note that recent trends indicate that most users aren’t searching for simple
terms - they’re searching for something very specific, and 50% of search
queries are four words or longer 1
1) https://www.impactbnd.com/blog/seo-statisticsMake Sure to Optimize your On-Page SEO
Implementing your focus keyword list consists of incorporating a unique core term into each
page that you want to rank on Google; focus keywords must be incorporated across a few
critical elements of a page to begin improving organic search traffic:
1 Title Tags
2 Meta
Descriptions
3 Body ContentInclude Title Tag & Meta Descriptions
1 Title Tags 2 Essentially
Meta Descriptions
The most impactful place to put keywords! “ad copy” for organic search results
The title tag is what you can see in the tab at Meta description text will not be seen on your
the very top of your browser and often the page, but it will likely be shown when your page
main line of text shown in the Google search displays as a result on Google. Compelling meta
result (example on the previous slide) – it’s descriptions can make a huge difference in click-
populated by your page’s source code in a throughs, and overall traffic brought to your site.
meta tag.
Include your focus keywords and complementary
Work in your core keyword in a natural and terms in a seamless way, and ensure your
compelling way – it will also need to be description is thorough, but concise, and
interesting and relevant enough to attract compelling, with benefits highlighted and a call-
clicks once displayed as a result on Google. to-action.Review your Body Content Tools To Use
3 Body Content
The most important aspect of web page content is quality.
Yoast: Plug-in that analyzes and
Google’s algorithm will know if you have a pages full of duplicated
suggests improvements to a web
content or thin content, in part because user engagement and
page’s SEO (title tags, meta
experience is an increasingly heavily weighted factor in grading
descriptions, focus keywords, search
body content. This includes: engine previews, URL / linking
suggestions, and redirects)
• Load time / site speed
• Ad volume (don’t have tons above the content that would
turn page visitors away from your site)
• Mobile friendliness
In recent years, the average first-page result on Google contains 1,890 words, Moz Toolbar: Chrome extension for
indicating that high-quality longer content ranks better – provide tons of on-page SEO and site analysis – can
value and detail to your site visitors! also analyze other websites,
allowing you to see what
competitors are and aren’t doing
Use our top recommended tools at right for an overall analysis of your on-
page SEO (and more related to SEO).
1) https://www.impactbnd.com/blog/seo-statisticsInclude SEO Content for Images, URLs
Alt Attributes Schema & Mark-up
Include a description of each image to further help Google This does not help your ranking, but it can improve the
understand what your page is about – where relevant, include rate of clicks you receive when your pages do show up in
focus keywords, which can support your on-page SEO and help search results.
drive site traffic through image results; be sure to write natural
descriptions – don’t cram in keywords unnaturally. Schema mark-up essentially provides “ad extensions” to
your SEO results and can give you a leg-up on
competition. There are many types, so at least one form
of mark-up will probably benefit you.
URL Structure
Having a short, descriptive URL is beneficial from a data/tracking
standpoint as well as for sharing – include keywords in URLs while
maintaining a concise URL. If you make changes to URL structure,
make sure to use the proper (301 permanent) type of redirect.Reporting
Use Google Analytics for all Web Tracking
There’s no excuse not to track and measure marketing analytics
today considering the benefits it provides; if you don’t have any
reporting platforms set up yet, don’t worry – getting started with
Google Analytics is easy and free!
Google Analytics is gold-standard for
marketing analytics. Just sign up and
provide some information about your
website, and then paste the provided
tracking code into your website pagesUse Google Data Studio to Build Real-Time
Reporting Dashboards
You can integrate additional tools, like Supermetrics, to Google
Data Studio to pull in data sources across PPC, SEO, social,
analytics, email marketing, and payment platforms
With the Supermetrics add-in, you have additional options for
visualization and analysis – compare all of the marketing channels
you’re running in the same charts to understand which are most
effective and efficient in achieving various goals
Supermetrics offers a 14-day trial with full
features, and pricing beyond the trials
starts at $19 per monthSample Google Data Studio Reports
BONUS: Digital Sales Enablement
What are Digital Asset Management Systems?
Digital Asset Management systems
(or DAMs) are platforms you can use to
organize, access, and share content
digitally, everything from photos and
video to documents and quote
requests.
DA
Putting in place a central repository for M
brand-approved materials that sales
teams can share with clients and
prospects will help maintain brand and
messaging consistency.Potential DAM Solutions to Consider
There are many DAM systems available at a variety of price points. These are a few
worth considering as you move toward implementing a DAM solution.
Bynder: a leader in Digital Asset ClientPoint: ClientPoint makes it
Management, Bynder makes it easy to send proposals and get
easy to store, manage, and Brandfolder: a visually elegant updates on real-time viewing
distribute files in the cloud and user-friendly DAM software
activity and collect eSignatures
geared towards marketers and
creatives alike
Widen: Widen mainly serves pCloud: a DAM that allows you to
mid-to-large companies with a MediaValet: a cloud-based DAM share files digitally both to your
suite of 6 integrated apps, one that emphasizes collaboration internal team and external clients,
of which being their DAM and provides unlimited users and control permissions in real-timeThank You
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