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Retargeting - Digital Marketing’s Triple Threat

12/31/2019

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Retargeting, also known as remarketing, is among digital marketing’s lowest hanging fruit. Basically, those who visit your website will continue to be reminded of your company, even when they visit other digital platforms such as Facebook, LinkedIn or the two million plus websites that work with the Google Display Network (GDN). You absolutely do not want to lose those who visit your website since they are among the most likely to do business with your company in the future. Reminding them that you’re still out there, while bringing them back to your website is a great way of encouraging prospects to become clients while augmenting sales from existing clients.

Your Google Analytics tracking code will enable retargeting on the Google Display Network (GDN) by far the world’s largest display network, not to mention YouTube, the world’s second largest search engine. To obtain even greater coverage, we often install the Facebook Pixel and the LinkedIn Insights Tag, further enabling retargeting on those important platforms. Both business to business (B to B) and business to consumer (B to C) companies may want to remarket on both Facebook and LinkedIn, in addition to GDN since many of their clients are on these platforms throughout the day. A business person is also a consumer and consumers are also business people!

To install the important retargeting feature, Call RocketScienceWeb.com for more information on 973-765-6662.

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Facebook Pixel - The One True Benefit

4/12/2018

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There are three main benefits to installing the Facebook Pixel. The one that really counts for most businesses is Facebook remarketing. In other words, you can set it so that your web visitors, a very important target audience, see your ads during future Facebook visits.

The second benefit is seeing the analytical and demographic data of website visitors. Given that the near ubiquitous Google Analytics platform already offers this, I don’t see much added benefit here. The third benefit is the ability to track actions taken on your website, in which the visitor’s journey originated on Facebook. This could be beneficial if a business is running a complex orchestra of different Facebook ads, in which it’s important to identify the exact ad that caused certain actions (e.g. sign up for an event). Also, I’m not sure if assigning Facebook code to a website action precludes the tracking by other platforms; for instance the Google Adwords conversion tracking does preclude phone tracking by other platforms, in certain circumstances.

Anyway, for many businesses, it’s worth installing the Facebook Pixel, if only to employ Facebook remarketing.

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Don’t Be A Blog Stuffer

3/21/2018

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Blogging three times per week and expecting better search engine results? Think again.
I’ve seen no data to support good results from blog stuffing, in which a company publishes an inordinate amount of blog content (typically more than once per week), relative to their size. But, I have seen great results from blogging at a more reasonable rate of one to four times per month, as measured by Google Analytics and other tracking software.

One thing is certain. Blog stuffing uses up plenty of critical company time and resources. Yet I’m seeing a number of businesses who have been advised to blog stuff or alternatively, to constantly revise the content of their website. The usual result is a rapid stoppage of all content, which is nearly as bad. Yet for some digital marketing agencies, blogging three times per week is a common and in my opinion, misguided mantra.

Typical Excellent Client Results From "Reasonable" Blogging. 28% Of Organic Impressions And 37% Of Organic Clicks Resulted From Blogging

Think about content creation from Google’s perspective. The Google algorithms love fresh content, but will “know” approximately how large your business is through various signals, such as the number of employees on LinkedIn, number of locations, type of business etc. Their algorithms no doubt have an understanding of what is a reasonable amount of content output, for a 5 - 50 person company and it’s a lot less than two thousand words per week. Who would have time for such a quixotic project?

With rare exception, the only rational reason for blog stuffing is an attempt to attain higher search engine rank positions. Therefore, blog stuffing is a form of black hat (not kosher) SEO and is unlikely to help or could even result in a downgrade in search engine rank. Blog stuffing is therefore similar to keyword stuffing, but worse, since it also sucks up so much of your valuable time.

So should companies blog? By all means. But blog stuffing in order to trick the search engines…a sure fire trip to digital Armageddon.

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Rocket FuelEd Digital Marketing Blog

Retargeting - Digital Marketing’s Triple Threat

Facebook Pixel - The One True Benefit

Don’t Be A Blog Stuffer

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