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DaBrian Marketing Blog: News, Insights, and Digital Marketing

Humanizing B2B Marketing for Better ROAS

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A core component of producing a humanized or relatable B2B marketing strategy is to first measure that strategy, correctly. Recently, business-to-business (B2B) marketing has focused on content marketing, marketing automation, and social media management to grow a business’ return on investment (ROI). While measuring ROI is an effective way to measure success, it’s about time we shift our mindset to think more about return on ad spend (ROAS).

Focusing on the the individual advertising tactics rather than the strategy as a whole allows you to more precisely analyze the results of your marketing efforts – including advertising campaigns. This also helps you to humanize our B2B marketing initiatives by understanding exactly what kind of marketing efforts work. These include behavior-based tactics such as:

  • Responsive web designs
  • Unique and helpful content
  • Consistent interactions on social media
  • Personalized and attentive client relationships.

Although you’re prospecting another business rather than an individual (B2C), we cannot forget the fact that the decision-makers are still “normal” customers. How are you going to speak to them to build the relationship between their company and yours?

Commit to Responsive Web Design

When we envision a person in upper management, we typically see them sitting at his or her desk all day long. This is never the case. Business decision-makers are on the move and will most likely visit your website through a mobile phone to find more information about you.

Your website must be mobile friendly in order for them to clearly review your products or services and understand how your business is different from the competition. The mobile experience must quickly provide that information. It must be easily read by the most popular smartphones of your target audience. In fact: 62% of B2B marketers planned to invest in responsive web design in 2016. Invest now to be ahead of your competitors in the rest of 2017.

B2B Marketing Tips to increase ROAS - Reading, PA

Attract New Customers with Unique Content

Craft your copywriting, design, and imagery to appeal to your potential customers while enforcing your brand on every page. Not only must the content be written in the most common languages of your target audience, but it must also be accessible with Google and Bing.

To market your written content and business, it’s recommended to assist your content marketing efforts with SEO and Paid Search (PPC) advertising to increase awareness of products and services. Follow the SEO best practices and work with a Google AdWords partner for optimal results.

How to Increase ROAS with B2B Content Marketing

Socialize with Business to Business Customers

Friends, family, and customers all use social media for leisure and business purposes. With the growth of social media management, potential customers are looking for your business to provide helpful information about your industry along with being someone they can talk to. Socializing with them provides you with an opportunity to demonstrate expertise and reinforce your brand’s value.

Social Media Marketing to Increase B2B ROAS

Dedicate time to sharing content on your personal and business social media accounts. This will prove your expertise and help you to stay top-of-mind. You can also advertise products and services on targeted social media networks. Facebook and LinkedIn ads have shown the best value for B2B social marketers.

Nurture Individual Accounts with Account-Based Marketing (ABM)

Lastly, marketing automation can create consistent interactions with potential customers and provide you with the ability to nurture existing clients when executed appropriately. Take a look at this annual trends report from Econsultancy and Adobe for quantitative evidence.

For example, the use of account-based marketing brings several departments together to keep your current business while obtaining new prospects simultaneously. ABM is a business-to-business strategy to drive collaboration between business marketing and sales teams by focusing on building individual client accounts to drive revenue. Pardot and Marketo have templates to help you to nurture individual accounts and grow your revenues.

Nurture B2B Relationships with Automated Marketing

Your Business is Made Up of Hard-Working Humans. Show It.

There are many tactics to attract new customers for any business, no matter if you’re B2B or B2C. It’s just important to keep in mind that when marketing to other companies, there is still an actual person on the other end, not just another business. Be relatable to the people at those other companies and understand their behavior and motivations to see profits on your own end.

Comment below any experiences you’ve had when marketing for a B2B company – I’d love to share mine, also.

How to Use Angie’s List, HomeAdvisor, and Houzz to Build Your Business

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As a part of the home services industry, people regularly open their doors to you and bring you into their living spaces. While many people may not consciously realize it, that action requires a certain level of trust. To enter any person’s home is to be trusted in one’s personal area of daily living.

To succeed in the home services industry, then, your target audience must know you. They must feel comfortable with your brand and your identity in order for you to be allowed into their lives (learn more on our industry page).

So, how are people hearing about you? If you are not active in the digital landscape, it may be difficult for you to answer that question.

With Angie’s List, HomeAdvisor, and Houzz, your business can gain significant brand awareness to gain leads and stay informed with customer-reviews. These home services resources are both popular and currently growing solutions for consumers to both rate and find service-providers. A recent article from FieldPulse reports that, as of 2015, Angie’s List has over 3 million paid memberships.

These platforms provide both consumers and businesses with opportunities to connect with each other and ensure that reliable, valid work is completed. This avoids situations like the one, below.

Home Services Marketing Agency in Reading, Pa

Angie’s List: Establish a Higher Level of Credibility for Your Brand

One of the hallmarks of Angie’s List is the ability for consumers to openly discuss the quality of service-providers. Angie’s List utilizes a BPA-certified review collection process that filters any fake reviews of home services businesses. Therefore, fellow consumers only experience genuine opinions from actual people that had work done by those hired businesses.

This is a prime opportunity for your business to get maximum exposure of your high-quality offerings and completed projects. Find your business and claim your profile to get further insight into reviews of your work and consistently improve for better quality.

Positive experiences with your brand will most likely generate more positive experiences and profitable leads. Fellow consumers will see positive reviews; and, they may be more willing to trust you. Likewise, you will understand exactly what customers currently love about your services.

Do not underestimate the power of customer-reviews. Ironically, they operate as non-paid advertising for your business. And, they definitely make a difference to people. Even in 2014, a study by BrightLocal found that 88% of consumers reported that they equally trust online reviews and personal recommendations. Read the article from Think with Google that reports this statistic.

Overall Benefit for Your Business:

Your presence on Angie’s List creates a signal that your brand highly regards customers’ opinions. For those that are searching for help with their home improvement, repair, landscaping, home pet care, or a host of other needs: this signal makes you relevant to their current situations. This ultimately increases your credibility in the minds of your target audience because you value people’s feelings.

How to Use Angie’s List to Grow Your Business

HomeAdvisor: Generate Meaningful Interactions with Customers

Whereas Angie’s List can be seen as a valuable resource for consumers to obtain advice and recommendations for service-providers, HomeAdvisor is a tool that connects home services businesses with searching consumers. It is important to note that Angie’s List also offers this capability; however, this is not the primary focus of that platform.

In this way HomeAdvisor has an equal but also separate benefit than Angie’s List. Both of these platforms assist consumers; but, HomeAdvisor serves as a direct link between your business and a consumer that needs your help.

This home services resource allows your business to create a personalized profile that utilizes your specific business-related needs to meet consumers’ demands. People that use HomeAdvisor to find reliable home services businesses for their projects will be matched to your business as a function of availability, desired work to be completed, location, and other relevant factors.

Specifically, the platform walks searching consumers through the process of choosing a service-provider to get them the best possible help for their particular situations.

As a result of HomeAdvisor’s program, the quality and profitability of your interactions with consumers may increase. HomeAdvisor works to make sure that you, as the service-provider, and a consumer, as a person that needs a service, have the same goals to make more sales and loyal customers. There is significantly less ambiguity about the type of service that people need or the kind of work that you offer.

Overall Benefit to Your Business:

HomeAdvisor serves your business as much as it serves consumers. Where people gain the benefit of faster help for their projects, you gain the benefit of meaningful interactions with those people.

How to Use HomeAdvisor To Grow Your Home Services Business

Houzz: Increase Your Reach & Visibility in a Consumer-to-Consumer Network

Although it is not yet as well-known as Angie’s List or HomeAdvisor, Houzz is a growing social media platform that offers a digital community of both service-providers and consumers. Similar to both Angie’s List and HomeAdvisor, Houzz does allow direct communication between consumers and service-providers.

However, the particular advantage of Houzz is the ability of consumers with home improvement projects to discuss options, styles, and service-providers with each other. Houzz also allows users to read recommendations and receive information about current trends to generate ideas for their homes and gardens.

This is an interactive experience that does not simply entail a searching consumer that reads a review of your business’ completed projects. Rather, Houzz provides a lively and behavior-based space in which people can converse about a variety of home-related products and services.

You can become a part of that conversation to reach your target audience. Beyond the abilities that Houzz offers to consumers, this platform offers profiles for service-providers to actively gain visibility for their brands. You can publish photographs of your work to function as case studies wherein you solve customers’ problems with high-quality solutions. Solve those problems, quickly, by actually selling your products on Houzz.

Participate in consumer-to-consumer conversations to give clarification and expert-level guidance for their complex projects. Additionally, Houzz allows you to collaborate with your customers through digital interactions and the sharing of electronic documents.

Overall Benefit to Your Business:

As a social medium, Houzz gives your home services business the reach that you need to secure members of your target audience through direct interactions. Secondly, you receive visibility that gets you increased brand awareness through visual evidence of your work and the ability to sell your products.

Build Even More Trust in Your Home Services Business

The digital marketplace is a landscape that allows both consumers and service-providers to interact, discuss projects and needed work, as well as get that work accomplished. Three effective tools or resources that help your business to generate digital brand awareness are Angie’s List, HomeAdvisor, and Houzz.

While each of three home services platforms offer distinctive benefits, all of them grant you the enhanced ability to get your name in front of the consumers that need you, now.

Need Help Optimizing Your Profiles On These Platforms?

Tell us about your needs in the comments, below. Learn more with constant digital marketing advice when you follow our Facebook and Twitter accounts.

How to Set Up Your Auto Company’s Product Feed in Three Steps

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As an auto company that offers Ecommerce, you obviously want your customers to enjoy using your website. They should be able to quickly and easily find and buy your products to meet their needs. This means that your website’s product feed must be properly designed to help those customers get parts or accessories. It’s an interactive experience.

A fast, intuitive, and organized pathway from your products to your checkout will help to create loyal customers. Follow these three steps to get the best product feed in the auto industry (or any industry for that matter ?).

How to Set Up Your Auto Company’s Product Feed in Three Steps

Step #1 - Clean Out the Unnecessary Code

Get rid of the spans, styles, and other hindrances in your HTML that increase your load-time. These are types of code that may very well be present within your web pages. Overall, they are not useful to the functionality of your website. And, any style code (if it can) should be placed inside your CSS rather than your actual web pages. This is because spans and styles act like extra baggage at an airport. They slow your website down by increasing the time that it takes to load.

To maintain a reasonable size and speed to your web pages, delete those spans and styles. Increase the speed of your website to make the purchasing process go as quickly as customers need to buy from your inventory.

Automotive Marketing Agency in Reading, Pa

Step #2 - Only Use Optimized Images to Display Your Inventory

There’s no clear or uniform benchmark under which to keep your images’ resolution. It completely depends on the size of your images. But, you should try to stick to Google’s algorithm guidelines to avoid penalizations and get the best possible results. Implement optimized images for the specific pages and sections in which you want those images to be placed.

For your auto company, this is critical because of the high amount of photographs of parts and accessories that you will most likely have on your website. Always remember: shoppers love to see images. But, they have to be images that properly appear and interact with each web page’s text and design.

Read more about this in our downloadable SEO white paper.

Step #3 - Categorize Your Inventory to Meet Customers’ Demands

Guide your customers through the steps to find the solution to each problem that they experience. Avoid confusion by creating an easy system that allows customers to find the correct category of parts, type of accessories, or section within your inventory. Do not allow products to be lost within your website!

While they may not seem be “lost” to you, some products may be so obscurely located on a web page that requires numerous clicks to find that customers will not be able to see them. This kind of disorganization or a lack of categorization delays purchases. Instead, show customers all of the options that match their criteria, allowing them to collect the items that they want as they move through your website.

Digital Marketing For Automotive Businesses

The End Result - More Paying Customers for Your Business

A well-designed product feed on your website means that users can easily pay you for your products. In other words: a simple purchasing process is a crucial component of a successful Ecommerce website. This is especially true within the auto industry because of the confusion that customers can face when purchasing car parts.

Give users the experience that they want from your brand. For auto companies: this starts with the design of your product feed. Whether it’s cars, trucks, parts, or add-ons, you must guide customers to the section of your inventory that they need with ease.

Still Have Questions About Your Product Feed or Automotive Marketing as a Whole?

Let us know about your situation in the comments, below, and we’ll find a solution. Don’t forget to follow us on Facebook and Twitter for constant digital marketing advice for your website!

Local Copywriter Uses Psychology to Enhance Digital Marketing

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Reading, PA Copywriter Uses Psychology to Enhance Digital Marketing Initiatives

As the new Copywriter at DaBrian Marketing Group, Christian H. Kline uses his expertise in psychology to write content that connects with digital users.

13 April, 2017 (Reading, PA) – DaBrian Marketing Group hires Christian H. Kline as their full-time Copywriter. In his new role at the agency, Kline utilizes his knowledge of human behavior to write helpful content for each client’s target audience.

His copywriting position at DaBrian Marketing allows Kline to create digital content that combines both industry-specific research as well as rhetorical techniques to match consumers’ needs. Kline determines the motivations and probable behaviors of users to encourage interaction within digital content. He creates visions and concepts that guide the intended audience to the client’s desired goals and objectives. After the creation of written content for websites, email marketing campaigns, or advertising networks, Kline analyzes that content’s performance through Google Analytics and other platforms that rely upon knowledge of descriptive and inferential statistics.

Content marketing is significantly involved in every aspect of the digital campaigns at DaBrian Marketing. As a result: Kline’s mission is to express a consistent, universal message through any and all marketing initiatives that contain creative material. Specifically, Kline collaborates with the Creative Director, Mark Mapp, and the Web Designer, Nick Davies, in order to ensure that campaigns offer users relevant, action-oriented narratives. Throughout all of the assets that he writes, Kline understands that words, photography, and graphic design compose each user’s experience with creative material.

Kline also notes the importance of collaboration with the Marketing department to ensure that consumers receive digital content in the most advantageous contexts: “I am thankful to be a part of the team at DaBrian Marketing; I enjoy applying the dynamics of human behavior and cognition to collaborate with both the Creative and Marketing departments.”

Copywriter in Reading, PA
Christian H. Kline poses while hard at work for DaBrian Marketing Group’s copywriting.

Christian H. Kline graduated from the Temple University Honors Program with a Bachelor of Arts degree in Psychology. Courses such as Social Cognition, Industrial/Organizational Psychology, Advanced Undergraduate Statistics, Psychology of Creativity, and Cognitive Psychology prepared him for creative work at DaBrian Marketing Group.

Kline had his first taste of agency-life in the summer of 2016 as an intern at DaBrian Marketing Group. As the Content Marketing Intern, he wrote promotional emails, paid search ads, and web pages for both DaBrian Marketing and clients. Additionally, Kline filmed several of DaBrian Marketing’s promotional videos. During his free time outside of the office, Kline cooks, spends time with his friends, family, and dog, as well as conducts part-time psychological research at Penn State Berks.

Find more information about Christian H. Kline by reading his bio on DaBrian Marketing Group’s website.

About DaBrian Marketing Group, LLC
Founded in 2008, DaBrian Marketing Group, LLC is a full-service digital marketing agency that provides original and strategic digital marketing solutions for businesses. The team at DaBrian Marketing creates brand awareness, increases lead-generation, and identifies insights that improve sales growth. Services include web analytics, creative design, digital branding, pay per click (PPC) advertising, search engine optimization (SEO), social media marketing, and web design. Company headquarters is centrally located at 500 Penn Street, Suite 201, Reading, Pennsylvania 19602. For more information about DaBrian Marketing Group, visit DaBrianMarketing.com or call 610.743.5602.

DaBrian Marketing Group Hosts Google Partners Connect Event for Automotive Dealers

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The digital marketing agency opens their doors to automotive dealers to discuss the latest trends in online car shopping and search engine behavior.

11 April, 2017 (Reading, PA) – DaBrian Marketing Group, LLC hosts a Google Partners Connect Event that live-streams an informative digital marketing seminar from the famous search engine and answers questions from local auto dealers. Take 30 seconds and register to attend.

On April 19 at 11:30 AM, the team of digital marketers at DaBrian Marketing will welcome business representatives from automotive dealerships in the surrounding areas of Berks, Lehigh, Montgomery, and Chester Counties to their office in downtown Reading, PA:

500 Penn Street Suite 201

Reading, PA 19602

At this event: DaBrian Marketing Group’s team will dedicate time to educate automotive dealers on the online car shopping behavior that is significantly impacting the sales and growth of auto companies.

Automotive marketing event in Reading, PA
A recent Google Event at DaBrian Marketing Group.

While online behavior may not seem to change or be relevant to many businesses, it is actually a continuously evolving phenomenon that changes with technological advances. A recent article by Think with Google reports that the search interest for images of car brands’ products has increased by 37%, year-over-year (data from Google Trends).

This is just one example of the digital shift in car shopping and browsing. There are many nuances to the ways in which consumers search, locate, and buy their automobiles in 2017. Such information is a) critical to the profitability of auto dealers and b) the reason that DaBrian Marketing Group is live-streaming of a special seminar from fellow marketers at Google’s headquarters.

Attendees of the event benefit from an additional Question & Answer session about the exclusive qualitative lessons and quantitative figures from Google. The team of digital marketers will openly discuss the factors that must be considered when creating and implementing a digital marketing strategy for the automotive industry.

Interested auto dealers, resellers, mechanics, repair companies, and service providers are highly encouraged to attend this event as the agency offers exclusive insight for the digital marketing landscape.

To attend, simply register online in seconds. Lunch will be provided by DaBrian Marketing Group.

About DaBrian Marketing Group, LLC

Founded in 2008, DaBrian Marketing Group, LLC is a full-service digital marketing agency that provides original and strategic digital marketing solutions for businesses. The team at DaBrian Marketing creates brand awareness, increases lead-generation, and identifies insights that improve sales growth. Services include web analytics, creative design, digital branding, pay per click (PPC) advertising, search engine optimization (SEO), social media marketing, and web design. Company headquarters is centrally located at 500 Penn Street, Suite 201, Reading, Pennsylvania 19602. For more information about DaBrian Marketing Group, visit DaBrianMarketing.com or call 610.743.5602.

A Project Management System Can Do More Than You Think

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Speaking from over 20 years of experience in marketing and sales, it is quite common for agencies and companies to have trouble measuring their work. As a team of individuals that not only create written and visual products but also implement those products in strategic ways, it is not easy to quantify work. Of course – you can’t just measure the work that you do for clients or customers. You have to measure it in ways that make sense to people other than yourself!

Project management systems can help you sort through your countless tasks, duties, or responsibilities to produce an organized, collaborative, and transparent workspace. Start making sense to your clients or internal team members by simplifying your language with a digital solution.

Project Management Systems benefits

Promotion of Collaboration for Your Agency

With the high level of accessibility that project management systems deliver, all of the clients and employees that you need can finally work together. This forms a constant dependency on each other to maintain progress on projects and accounts. In other words: you have a concrete way to make your team actually work in coordination.

This kind of collaboration applies not just to your internal staff but also clients and external contacts. Approvals, recommendations, and reports are easily transferred and delivered to the right people. Overall, a project management system is closely tied to interdepartmental relations. It has the capability to help different people in different places do the same work that needs to be completed.

How Project Management Systems better your business

Accountability for Effects on Your Time & Money

A digital workspace that is maintained by a project management system offers visibility towards actual work and tasks being done. This form of digital workspace allows for the tracking of time, submitted documents, and completed duties. Gain visibility towards your work’s the effect on your budget and resources.

An example: Creative needs to produce a video that promotes DaBrian Marketing’s new white paper. But, Creative has spent past two work days designing that same white paper! Clearly, some re-strategizing is necessary to account for a much smaller timeframe.

the benefits of project management systems

Transparency to See What Agencies Do for You

By now it should be clear that a project management system can deliver profitable results for agencies – based upon improved internal functions. But, what about the external functions of those agencies?

For external contacts and clients: you can see and access the records of work that has been done for your account. Know the status of your hired agency’s progress towards completion or the launch of your new product. Benefit from increased efficiency through easy-to-use digital forms that connect you with the actual individuals that do your account’s work. Take the worry out of your schedule; utilize a simplified digital process to communicate with your hired agency.

Keep Track of What You Do, Keep Making Progress

Overall, a project management system operates as a kind of digital tracking device. Know who is involved, what is happening, and when your work is completed. You’ll be surprised by how much this can impact your bottom line. As I like to say around the office – it all ties together.

Need Help Finding the Right Project Management System for Your Team?

Hear our recommendations when you leave a comment. Or, just follow us on Facebook and Twitter for constant marketing advice and trends!