How Dynamic Retargeting Helps Increase Your Conversion Rate
Despite retargeting becoming an established part of digital marketing, many businesses are still uncertain about how it can help them grow and how it should be used properly. Retargeting is a cookie-based technology that uses Javascript code to anonymously ‘follow’ your audience as they browse the Web. When a new visitor comes to your site, the code leaves a browser cookie that will later inform your retargeting provider when to serve your ads. For most websites, only 2% of web traffic converts on the first visit. This is a tool designed to help companies reach the 98% of users who don’t convert right away.
Retargeting is so effective because it focuses your advertising on people who are already familiar with your brand and have recently demonstrated interest. That means they’re already one step further down the sales funnel. This just helps keep them in it.
Continue Reading[INFOGRAPHIC] Mobile-Friendly Websites for Manufacturers: The Time is Now
by MGB2B
Tablets, smartphones and other mobile devices have shifted the way in which potential customers find and interact with brands online. Now, the biggest name in the search engine game is taking that shift to the next level. In April 2015, Google implemented a change to its algorithm (commonly referred to as “Mobilegeddon”) which places much greater emphasis on whether or not a website is “mobile-friendly”. Basically, it means that if a website is not deemed mobile-friendly, it will not rank well on mobile-based search results. Since mobile usage is continuing to grow at a rapid pace (in 2014, it equaled desktop usage for the first time), this could spell trouble for companies whose websites are behind the times.
To see just how much this change could impact local B2B marketers, we took a closer look at the web presence for a number of manufacturing companies here in Connecticut. Our goal was to see how many mobile-friendly websites for manufacturers existed in the local landscape, as a bellwether for regional and potentially national trends. Using a sample set of 400 Connecticut-based manufacturing companies, we tested the URL for each company using Google’s Mobile-Friendly Test tool; the results were shocking.
Continue ReadingWeb Design for Manufacturers: How to make your website not suck.
by Vin DiGioia
Chances are if you are reading this blog post, you are a decision-maker at a manufacturing company – or at least someone who has been tasked with figuring out what to do with your seven-year old beast of a manufacturing company website.
Chances are also pretty good that your website sucks.
I don’t mean “sucks” like the cyclonic technology of a Dyson vacuum. I don’t even mean sucks as in it is not visually appealing (even though it might be.) I mean it sucks like a Twilight vampire; it consistently drains your company of two of its most precious assets: time and money.
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