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B2B Digital Marketing

At it’s core Remarketing is the ability to show ads to individuals who engaged with one of your digital properties.

How most people are familiar with Remarketing is with B2C ecommerce. The perfect example is when someone looks at a product on Amazon.com and then sees the ad on other websites they visit (the ad follows them around).

The premise is that those who visited and didn’t purchase will see again what they were looking at and will choose at that moment to complete their purchase by clicking on the ad and finishing the checkout process.


But How Do You Use Remarketing for B2B Businesses?

In theory the idea is the same where you targeted those who previously engaged with you to turn them into customers or get them to buy more from you.

Listed here are the ways you can retarget individuals:

  • Tagging & Tracking Visitors from Your Website
  • Uploading an email list of leads or customers
  • Uploading a physical mailing list of leads or customers


When using the Tagging & Tracking method you are using a pixel or cookie (code the browser uses to track the visitor) that will allow you to show ads to those same visitors across the internet.

Uploading email lists and/or physical mailing lists let the platforms (Facebook, LinkedIn, Google) run a matching algorithm to find those users in their target pool to show those contacts on your list, your ads.

This is one of the easiest ways to get in front of leads and existing customers at the lowest cost.

And this targeting method is highly effective as the leads & customers already have some affinity for your company.


How Else Do B2B Companies Use Remarketing?

One of the most compelling ways we use remarketing for B2B is to use the targeting capabilities of one platform to extend that criteria across onto other platforms.

Not all ad platforms have the same targeting criteria available to choose from, so we will use the targeting criteria of one platform to drive in visitors and them remarket to those same visitors on other platforms that don’t have the targeting criteria we need.  This way we know the audience being targeted on the 2nd platform is specific to our campaign needs.


For Example:

LinkedIn will allow us to target a job title within a specific industry at companies with a specific number of employees.

Facebook does not give you this capability.

So we will target on LinkedIn, Retarget those same visitors on Facebook where you cannot target the industries and size of the company accurately.


Do this to increase your lead gen and revenue generation results when building our our B2B Content Marketing Strategy.


For More Information Call Us at 314-736-4434

Or Submit your information below


    Steps on How to Research Blog Topics

    Did you know that nearly ALL CEO’s, Executives and Marketers answered YES when asked if they could come up with good blog topics.  But when they were immediately asked to give one good topic only 2 out 10 were able to give any topic at all!!!


    Then when asked if they could prove if that was a good topic, 0% could prove it or even tell how they would prove the validity of the topic.


    That is BAD NEWS for these companies.


    What this typically leads to is inaction, meaning Nothing gets published.

    We believe that something is better than nothing.

    But having the knowledge to research and create Good High Converting Blog Topics is best.

    Doing this research is easier than you think and will deliver 10X or more on your current content efforts.


    The three important steps we’ll cover are…

    • Keyword Research
    • Social Media for Validation
    • Back to the Search Engines for Final Refinement


    Start with Your Topic & Validate with Keyword Research

    The easiest advice we give to everyone on blog topic research is to start with what YOU Think is a good topic. Typically you’ll come up with a decent topic that can be refined through the steps we’ll share with you here.

    But if you are truly stumped to come up with even 1 blog topic idea then keyword research will also be your guide to choose a good one.

    • Come up with a blog topic of your own (example: Top 3 Print Finishes for 2018)
      • If you can’t come up with a topic list the product or service you want to sell more
    • Enter as many variants of the topic, product or service you can think of into the Google Keyword Planner (https://adwords.google.com/ko/KeywordPlanner)
      • Examples: 2018 print finishes, print finishes 2018, top print finishes, print finishing options, finishes for print
    • Look for keyword results with volume and modify your blog topic to include a higher volume variant
      • Example: We were shown “Printing Finishing Options” as the only keyword with volume.  In the related keywords section it shared with us that “Print Finishing” had a higher volume but that is more broad and included in your topic anyway.

    Using this blog topic research model we would go with this topic: “Top 3 Printing Finishing Options for 2018”

    You can see how we modified our original topic to include what / how customers are searching for this product / service.


    Use Social Media to Refine and Validate Your Topic

    Social Media is the greatest place to find real conversations for the topic you will be writing on.

    These conversations will help you form supporting statements, rebuttals to arguments, and new questions or needs you hadn’t even thought of.

    • Use google to search for your topic on Quora.com
      • Use the site: command in Google to find conversations specific to your topic on Quora.com by including your highest volume blog topic variants ( example: site:quora.com + printing finishing options)
    • Read through the Quora.com results from your search and note good questions and answers from across the top 10 results for potential use as Q&A or examples in your blog topic.
    • Use BuzzSumo to find current relevant articles from across the web that may be trending to generate even more ideas to create greater value in your blog.
      • Example: Search “Printing Finishing Options” in BuzzSumo

    • Read through the BuzzSumo results from your search and note good questions and answers from across the top 10 results for potential use as Q&A or examples in your blog topic.


    Go Back to the Search Engines to Refine & Finalize

    Now that you have refined your blog topic through this comprehensive research and identified inclusions for the body of the blog post itself, it’s time to go back to the search engine to refine even more if necessary by manually looking at the search results to ensure you will show up, beat the competition and provide Massive Value to potential customers.


    For example: Search in Google the term Printing Finishing Options

    You need to identify if this search is bringing up relevant results to make sure that the search engines believe that the search term should result in pages that are listing options (or answers) to the term itself.  If you see results that don’t make sense to you then it may be that the term is not the best to be using as a blog topic and you should start over. Google for example uses behavior to rank results and if more people want to see results of a certain type that is what the search engine will show.


    The other things to look for are..

    • Does the search engine show Maps Listing Results
    • Does the search engine show Image Results
    • Does the search engine show Knowledgegraph elements on the right side of the page

    All of these things can affect if this is a good topic.


    Each of the above listed elements can all be optimized for but for now just know that if the results are relevant then you have a good topic and your research will set you up for success.


    Will This Really Help?


    Having done this research will give you the opportunity to be found first in the search engines, will get more potential customers clicking through from social media & email and will provide Huge Value to the people you want to do business with.


    For More Information Call Us at 314-736-4434

    Or Submit your information below


      90% of marketers say that Segmenting Your B2B Content Marketing is important.

      BUT only 45% of marketers are actually doing this!

      We’re not surprised by this because we know it’s not that easy.

      The thing is that by doing this level of market segmentation will provide BIG Results.

      It’s not our opinion, This is a Fact!


      Here is a real example of how we’ve seen this work (and it’s really simple)

      An Engineering company had a service that was specific to servicing public parks.

      They wanted to get their offering in front of the decision makers who could hire them to do this work.

      They wanted to run ads in specific cities to promote their service.

      But that was it, run ads targeting all people in those cities.


      BAD IDEA!


      While targeting specific cities is a level of segmentation, it’s not even close to good enough.

      They would have wasted a ton of money.

      So we investigated with them further and found that the people they really needed to get in front of were Parks and Recreation Directors, City Managers and Mayors.

      And guess what? We can target those people!

      We put a campaign in place targeting All Three of those job titles on LinkedIn and Facebook. Created ads that messaged directly to them and led them to a landing page that again spoke directly to them.

      City + Job Title = Winning Combination


      “To be honest we went even deeper with them but we’ll keep it simple for our example.”


      This is a perfect example of how this works.  Especially when this campaign was generating 5 – 15 leads per day for months!

      Takeaways are to Know Your Audience / Customer / Buyer / Investor demographics, traits and characteristics so they can be targeted and Know their Pain Points, Questions and Philosophies so you can message them correctly.


      Know Your Audience for Segmentation

      This is the MOST IMPORTANT part of all because it will maximize your effort.  It’s getting in front of the right people.

      • Geography (country, state, city)
      • Industry
      • Company(ies)
      • Job Title(s)
      • Age Range
      • Sex
      • Etc.

      These elements allow you to target very specifically, not waste ad spend and generate way more leads than you ever have in the past.


      Messaging for Segmentation

      Saying what they want to hear and need to hear.

      For us message segmentation is more about solving a problem and speaking very clearly about how that is done.  We don’t fluff it up with ambiguous words that will leave people confused as to what you actually do.

      • What are current industry wide problems
      • What are trends your prospects are talking about
      • What problems do you solve that these prospects are facing most often
      • What does your prospect care about
      • What is your prospects asking most often?

      Answering these questions leads to clear and compelling messaging for your campaign and content strategy.


      If you have been struggling to create a content marketing strategy that actually delivers results, leads, customers and revenue then follow the steps we outline in this post or call us with questions if you need help.


      Call Us at 314-736-4434

      Or Submit your information below

        Do you know what channels produce the leads you get?

        Do you know if Social Media is even helping your company grow?

        Do you know if your Ad Spend is being Wasted?

        Of course you don’t.


        Not to be mean, but 53% of CEO’s and Marketing Leaders claim they don’t actually know how their marketing efforts are performing across all channels and when we surveyed these same people it was 87% who didn’t actually know how their efforts were truly performing.


        Simply Knowing what efforts are delivering you performance leads to a 35% boost in results!

        This is due to better decision making guided by these results and findings.

        It is important to establish integrated tracking across all of your efforts and ensure that everything you do is attributable so it can be accounted for.


        Audit Your Tracking

        This is simple. If you aren’t tracking it then it doesn’t exist.

        What we are saying is that YOU MUST track everything.

        • Simplify Tracking by using tag managment
        • Use pixels & tags available from each platform you are on
        • Ensure all traffic sources, pixels and tags are firing and tracking correctly
        • Establish tracked conversions and events (form submissions, click to call numbers, etc.)


        Audit Your Conversions & Attribution

        Knowing what parts of your efforts led to traffic, leads, customers and revenue is critical to making sound marketing and sales decisions.  And it mitigates wasted ad spend.

        • Define KPI’s that will guide your decision making
        • Create reports to easily view performance

        The thing to remember is that all digital marketing is trackable and attributable so if you want to understand how your marketing is performing allowing for better decisions, better results and spend more efficiently then audit your digital marketing with a focus on tracking and attribution then set it up!


        Call Us at 314-736-4434

        Or Submit your information below

          Many marketers for years have wasted the time of other marketers and cost businesses countless dollars from unproductive time spent on tasks that won’t produce results.

          This isn’t some in-depth piece on the details of how this happens.

          This is a Public Service Announcement to all business and marketing professionals to stop letting under performing marketers waste your time.  Demand efficiency and demand results.

          We don’t waste time, We get work Done!

          Have you struggled to figure out how to brand / re-brand your company?  Or even wondered if doing it is a waste of time?

          We don’t consider ourselves a Branding Agency but we are experts at knowing where your company lands in the spectrum of branding needs.

          Here’s a Fact!

          If you were to talk to a creative / branding agency today they will tell you that…

          • You need to do research
          • Create a messaging & positioning strategy
          • Build the creative

          Makes sense right? It sure does, but wow, that’s generic!

          Then they’ll speak to the success of big brands.  They will always reference Apple, then talk about other huge brands like Nike and others.

          Here’s another Fact!

          Apple didn’t become how it is today overnight.  Neither did Nike or any other huge brand.


          This is a typical journey of a company from startup to mature leading brand.

          1. Company starts – No one knows you who are or how good your product / service is
          2. Company gets sales – The company has the ability to keep going
          3. Company grows – Now more sales are achieved and needed to get bigger
          4. Company is bigger – More people know about the company through sales and word or mouth
          5. Company matures – Refines processes, products and services in a consistent way
          6. Company is defined – People now know the company by it’s name, logo, products, services, etc.

          Most companies hang out at stages 2, 3 and 4.

          You get very little benefit from Apple-level branding until your ready to move into stage 5 of maturing the company.

          Of course you need to differentiate your company, define your goals and have a clean & consistent visual identity.

          But to over focus on your message and position in early stages can only help so much.

          If you’re company is in stage 3 or 4 then you need to focus on strategic deployment of your company, products and services.

          Sales focused messages that are put directly in front of the people that best fit your ideal customer profile and those searching for the products & services you provide.

          There’s a Branding for that!

          And it’s not the overthinking of which adjectives to use when describing how you provide the best services and deliver the best products.

          *As a side note that’s pretty much every branding agency’s process. Figure out a way to say how you’re different, provide the best service and have the best products in a way that makes you feel good about the process you just went through and paid for.


          By researching online what customers pain points are, how they search for the products & services you sell and what other industry authorities are saying on these topics you can create a content strategy that answers their questions, get’s you found and “brands” you as a go to resource and provider of exactly what your customers are looking for.

          This will grow your sales, your brand and your reputation (which ultimately is a part of your brand).


          Contact us to learn more about how we can Brand you into more sales!

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            Specifics You Would Like Us to Know?

            Facebook ads are typically a part of most successful B2B digital marketing & content marketing campaigns.
            This platform has become increasingly more complex over the years, but is very powerful at getting in front of prospective customers.

            To guarantee you’re maximizing ad spend and generating High ROI from your Facebook Ad Efforts we wanted to make sure you had a guide that would give you the best advice possible in making that happen.

            • Only 2 out of 9 B2B companies that run Facebook ads have a strategy
            • 79% of B2B Marketers say Facebook Ads are one on the best places to target buyers
            • 87% of B2B Facebook ads generate at least a 5X return when used in combination with a strategy

            If you are wondering why your current Facebook Ads haven’t produced the ROI you hoped for then take a look at these B2B Social Media recommendations for Facebook Ads in our easy to follow guide.

            Download Your B2B Facebook Ads Bidding Guide

              Apple’s iOS 11 will now have a native installation of a QR Code reader built into the camera.

              QR code usage was never really that strong due to the need for using a 3rd party app to scan them.

              The journey went something like this:  A company adds a QR code to some information or engagement piece, the user has to find and download a QR reader, then has to scan the code and finally land on the piece.

              Now all the user has to do is open their camera and click!

              This is huge for Commercial Printing Company Marketing because now it makes sense to add QR to direct mail, brochures, flyers, posters, etc.

              What are your thoughts?