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Author: Alyssa Willey

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Digital Marketing

No matter the size of your company, the products or services you offer or how long your company has been around, there is tons of competition out there, especially in the digital space. We often hear “There is no one out that offers what we do” or “My business is so unique we don’t have any competition.” While that isn’t necessarily an untrue statement, regardless of the companies or business out there in the same industry, there is and will always be other companies taking up digital real estate.

 

Why All Competitors Matter Online

You’re probably wondering why you should care if there is competition out there even if they don’t offer the same product or service as your company. Here’s why:

  • They are showing up in search engines for the terms your brand wants to be found for
  • They are providing the valuable content that your potential customers are needing at that point in time in their buyer’s journey.
  • They are putting ad spend behind valuable search terms and showing those that could be your customers, why they are the best

 

Digital Competitive Analysis is Key

When you look at your company’s position online and you realize you hardly show up for important search terms, or that you’re not providing anything valuable to potential visitors through downloadable assets or website content, it’s time to start looking at those that are taking up that space online; even those that don’t sell or offer exactly what your company does. By evaluating those companies online, you are taking the steps to truly increase your digital presence and get ahead of your competitors.

 

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    B2B Content Marketing, B2B Digital Marketing, Social Media Marketing

    The Everchanging LinkedIn Campaign Manager

    Another day, another change to the ad creation interface. It seems like everytime it’s time to go and create a new campaign, setting up the ad has a different user experience.

    In February, LinkedIn launched the new objective-based campaign experience. Like the name, this new experience is focused on the objective of the campaign first. To put it simply, you as the marketer decide what the focus of the campaign is going to be whether it’s website visits or engagement, then the rest of the campaign creation matches that objective.

     

    While most of the format has the same options and functionality, it’s still something to get used to.

     

    What’s New in the LinkedIn Campaign Manager

    In the objective-based experience, there are a number of new items to be aware of.

    • The objective is at the top of the page and must be selected before moving forward with any other part of the campaign.
    • The audience selection and targeting criteria comes next and is broken out by language, location, audience attributes (company, demographics, education, job experience, interests), then matched audiences (website audiences and list uploads). Each of criteria has deeper criteria listed within. Like the old experience, depending on the criteria you select, other criteria won’t be available.
    • The budget, bid type and conversion tracking also must be complete before setting up the ad creative.

     

    <h2>Benefits of the New Format</h2>

    The number one benefit to this new experience is that it makes the campaign creation simpler by streamlining it to fit what the objective is. It also offers automated bidding for that objective as well.

    Even though it’s another new experience, there are definitely huge benefits to the new experience.

     

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      Analytics & Analysis, B2B Content Marketing, B2B Digital Marketing, Digital Marketing, Digital Marketing Audit, Digital Strategy, Paid Search, Search Engine Optimization

      You are working on reporting for a client and you open Google Ads to look at the conversions for the last 30 days, the cost per conversion, etc. You then go look at All Conversions by going to the tools section, measurement then conversion expecting to find the conversions you set up. But instead, you find these new Google Hosted local actions that are generating a higher number of conversions.

       

      If you’re like most digital marketers, you were in that situation and found these new conversions in your Google Ads account. Sure, the more conversions are great but if they aren’t an accurate representation of the work you are doing, you probably don’t want them being reported on.

       

      That’s the position we found ourselves in, however, we have not successfully found a way to remove these without contacting Google support OR even figured out how to get these conversions to show up for all of our accounts. So that leads me here, writing this blog on how I think these might show up in some accounts but not all and what they mean.

       

      Here is Google Ad’s explanation on what each of these conversions means https://support.google.com/google-ads/answer/9013908?hl=en

       

      Depending on the company, some of these conversions will be more helpful to you than others. For us with B2B, the only one of these local actions we would justify as “accurate” and “relevant” is website visits.

       

      After a lot of digging, I found that the accounts with these Google Hosted local actions (sometimes) only show up if their Google My Business is linked with their Google Ads as a local extension.

       

      The accounts showing these Google hosted conversions were linkedin Google My Business under linked accounts.

      Google My Business Linked Accounts Linking Accounts

      Be careful, because even if you think the accounts are synced, they may not be linked. After adding a local extension for an account, that business showed up in this section. BUT, still do not have the Google hosted conversions showing up in the Google Ads account. *eye roll*

       

      So here we are. Still reading forums and asking questions to try and figure out how these conversions show up in some accounts and not others and how or if they can be removed.

       

      These are the things that keep marketers up at night am I right?!

       

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        Business, Digital Marketing

        Communication is everywhere. From company wide emails to conference calls. Poor communication results in unfinished projects, unmet deadlines and upset professionals.

        How do you make the most of your work day? Excellent communication.

        Everyone has a different communication style. Some prefer email while some prefer Skype business calls. It’s crucial to understand how each party prefers to communicate because if not done properly, any communication will end up in frustration.

        Setting the tone of meetings is highly important as well. Participants should understand who is leading the meeting, what the topic of conversation will be as well as how long the meeting will run. If all participants know what to expect, the meeting will run much smoother.

        Another key aspect to successful communication in the workplace is ensuring that workflows, roles and processes are all very clear. A transparent workflow allows all participants to be fully aware of who is working on what, when the deadline is and who all is involved. It’s hard for a project to be successful when the parties aren’t sure who is even playing a role.

        Clear roles and processes tie right into transparent workflows. When everyone has a clear understanding of their role and contribution to the project and what the exact process to reach the goal is, the team is almost guaranteed success.

        Some of these keys to successful company communication may seem trivial, but in today’s technical era, it’s essential to make strong communication not only a goal but a priority.

        Source: https://justworks.com/blog/19-easy-ways-improve-communication-workplace

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