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DaBrian Marketing Blog: News, Insights, and Digital Marketing

Target LinkedIn Profiles on Bing Ads

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What is Bing Ads with Linkedin Profile targeting?

Microsoft is combining the advertising ability of Bing Ads and the profile information on LinkedIn to bolster your ad target capabilities. One of the biggest challenges with advertising is getting the right message in front of the right people at the right time. Bing Ads helps with the right time – when someone is searching. LinkedIn Profile Targeting now helps with finding the right person based on their position/title, company and industry on their profile on LinkedIn. Getting help from Microsoft sounds great but how does it  work? And how can it help your business, specifically?

How can it help improve your PPC Marketing?

Using Keywords to target your ads is just the beginning with Bing Ads. If you are a B2B marketer trying to reach healthcare professionals with the keyword “business support tools” you’re wasting your ad dollars. While this is a longtail keyword phrase (3+ words), it does not identify an industry or type of tool that is being searched. However, adding the industry to the search term (ie. healthcare business support tools) causes the search volume to drop drastically.

Now you have a better targeting solution. Targeting “Healthcare industry professionals” with LinkedIn Profile targeting with your Bing Ads will ensure you are getting your ads in front of the right audience without losing as much search volume. Imagine the impact this would have on your PPC Budget (less unwanted Clicks), your CTR (improved quality of Impressions and Clicks), your Conversion Rate (whether your goal is awareness, leads, or online sales), and ultimately your  return on ad spend (ROAS)!

Who should be using LinkedIn Profile Targeting?

If you are running Bing Ads and trying to target business professionals then LinkedIn Profile Target could help you. Improve your audience targeting based on Company, Industry or Title parameters. This type of targeting allows you to setup a bid adjustment (either up or down) on these audiences. This means not only can you increase the likelihood of your ads being seen by the right audience (more leads), you can also minimize the risk of showing your ads to the wrong audience (lowering wasted spend).

How To Get Started With LinkedIn Profile Targeting?

First, it is important to know that this feature is not available for everyone (as of yet.) Microsoft is still  refining it before rolling in out to everyone. The other important thing to note is that you cannot target any and all companies, industries, or job functions (initial list is 80,000 companies, 145 industries, and/or 26 job functions – source: searchenginejournal.com) I am sure more will be added.

If you are fortunate enough to have this feature, Bing Ads give details instructions on how to implement LinkedIn Profile Targeting

If you don’t have this feature yet, you can request access to the Beta Test.

Looking for more information about Pay Per Click, check out some of our other PPC Blogs. If you are already running Google Ads, we are offering a Free PPC Audit to review how you are doing and where your account could improve.

Why You Should Embrace Social Media Advertising

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If you are not doing social media advertising for your business, then you are doing it all wrong! Social media is full of content, so it is easy for your business to get lost in the feed. This is a problem that you do not want to face. So how do we fix it? Start using social media ads!

Social Media Advertising, or Paid Social is highly recommended to get your content in front of users. For starters, according to Hubspot, organic reach is down across most of the major networks. It is crucial to use social ads to stand out. Let’s break down why this is is needed.

First things first, what is the difference between organic social and paid social? Organic social is using the free tools from social networks to build a community, share posts and responding to customer comments. Paid social is paying to display advertisements or sponsored messages to social networks users based on user profiles.

Both are important to have, but organic is reaching limited amount of people. Organic is still important. You should use it to interact with your community and keep a presence online. However, it does mean that social media has turned into a pay-to-play space.

Here is a short list of reasons on why you should embrace social media advertising:

  1. You will stand out from competitors. Advertising will increase your reach and will create brand awareness. If your brand or business appears more, it’ll become more recognizable and set you apart from everyone else. 
  2. You can enhance your targeting. You will be able to refine who you want to see your ads! This can be based off of interests, demographics, locations, etc. This will help you become more intentional and reach who you want to buy into your brand.
  3. You can understand audience interactions. You can see which ad type was interacted with more. Does video work better? Who does it work for? What do people respond to? These questions can be answered through results and collected data. If you know what people like, then you can make more ads like it.

Know your audience. Each platform has a different audience. For example, most Latinx people will be on YouTube, women are dominating Pinterest, and African Americans are on Twitter. You should know how each demographic use these particular platforms to be more effective. Understanding your audience will make you more effective with social ads. 

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Each platform also provides different types of advertising, too. Instagram, LinkedIn, Twitter, and Facebook, have different ways and methods to target people. This blog gives you an introduction to how social ads are being used today, but a social marketing professional can help you determine which platform would maximize your ad dollars.

So again, why should you embrace social media advertising? Today, most businesses of all sizes must include paid social media in their strategies. Paying for social media will boost your reach, provide better targeting, and drive better results!

For more ideas and suggestions, check out how DaBrian Marketing optimizes social to drive conversions and generate leads HERE!

Check out our previous blog on social media management tools HERE.

3 Pro-Tips for Using Hootsuite as a Social Media Management Tool

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What is Social Media Management?

Social Media Management is the act of monitoring social content, developing and posting content, and managing conversations on social media platforms. This is different from social media advertising, which is paid efforts and targeting on social media. Social media management is customer service, while social media advertising is sales.

Social media can be overwhelming for most people, but there are tools in place to help minimize the stresses that come with social media marketing. Hootsuite is a social media management tool where you can schedule posts, curate content, monitor interactions with your social accounts, and more! This is a crucial tool for every social media manager to have in their arsenal and will help your business prosper in the digital age.

DaBrian Marketing Group is a proud user of Hootsuite which allows us to manage multiple clients, on multiple platforms, all from one dashboard. This blog will introduce three crucial tips that each social media manager must have.

Pro-Tip #1: Proactivity is a MUST!

Proactivity should be any social media manager’s best quality. It is important that you are at least a month ahead on any and all content. This way you can see your entire content schedule with just a glance while also leaving room for critical social monitoring responses throughout the month.

DaBrian Marketing Group utilizes Hootsuite to keep up with a variety of clients across multiple social media sites, which includes Facebook, Twitter, Instagram, and LinkedIn. This helps us stay on top of who takes priority or who has posts scheduled for the day.

If you are proactive, this will allow you to post about any sudden shifts or articles that come out, which leads into the next tip!  

Pro-Tip #2: Stay Relevant! Keep up with competitors and industry thought leaders

Hootsuite allows you to host streams that will update you with new trends and it features the app Nuzzel. This app allows you to track news sources and industry trends from the top influencers. This can help you curate information that will be relevant and can help you stay on the pulse of the industry, which allows for higher engagement.

We use this to make sure that we can pick our client’s brains about what is going on with them and if they want to separate themselves out as thought leaders. This will make your brand seem more attractive and trustworthy.

Pro-Tip #3: View Your Insights!

According to Hootsuite contributor, Christina Newberry, “it gives you bird’s-eye view of the conversation about your brand online.” This is important, since you can quantify your insights, but also see how people engage with your brand through how they receive your brand. Understanding this will allow you to recognize behavior on these digital platforms and adjust accordingly.

You can view your insights, but make sure that you also report on these insights as well! You can check in with all of your analytics and see how well your social media campaign has been doing. This is important to know how to plan for the future and manage your social strategy accordingly.

In the next blog post, we will delve into Social Media Advertising with a focus on Facebook and LinkedIn.

For more information on what DaBrian Marketing Provides on social, click here.

To get a crash course in Hootsuite, click here.

What Is A Local Business Listing?

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What is my "local listing" and why does everyone want to manage it?

Businesses often get phone calls and emails offering “local listing” management. If you work at one of these businesses, I’m sure you have a few questions about what exactly you’re being offered. Before we discuss what a local business listing is, let’s start with why you might want to check and maintain your business’s local listings. Here are some compelling consumer behavior statistics to consider:

  • 72% of consumers who did a local search visited a store within five miles. (Wordstream, 2016)
  • 30% of mobile searches are related to a location. (Google, 2016)
  • 28% of searches for something nearby result in a purchase. (Google, 2016)
  • Local searches lead 50% of mobile users to visit stores within one day. (Google, 2018)
  • Nearly one-third of all mobile searches are location-based queries. (The SEM Post, 2016)

Essentially, it’s very important to manage your local listings, especially if you’re a local business that relies on local awareness of what you do. Think of how often you’ve searched for things like “chinese restaurants near me” or “gas station near me.” When people want to find goods or services locally, they use a search engine every time. With good SEO practices, you can grab the top spot for a local search query and increase your organic traffic by leaps and bounds.

Local Business listing

Local Listing Management is about getting found more often by people searching for your services locally!

Often times businesses register and claim their local listing with Google, along with a Google My Business page. This is a great first step! Google My Business allows business owners to choose what appears on the Knowledge Panel for their business. The Knowledge Panel is the box full of information about a business that appears on the right-hand side of your screen on the Google search results page.

Knowledge Panels are more likely to appear for searches with local intent, which is why it’s important — especially for small businesses — to stay on top of their Google My Business profile.

In addition to the business owner, Google also receives data from many other sources. In a recent “Whiteboard Friday” video, David Mihm, Director of Local Search Strategy for SEOMoz explains how Google generates its business listings. David’s whiteboard video is one of the most concise explanations of the online directory entry creation. It’s worth watching!

There are hundreds of business directories online that all come with the opportunity for through traffic and lead generation. It is important to keep your “N.A.P.” — business name, address and phone number — consistent across all directories. This is very important and affects your search rankings, especially locally. Also important to keep consistent is the inclusion of your website’s URL. You want to link to at least your homepage on each of your local listings so you don’t miss any opportunities for referral traffic. Google My Business also gives the option of making posts from your profile, just like on social media. These can be used for promotions, events, or just general bits of information that your business would like to present to those users who find it through Google.

The process of keeping all of this information up to date can be very tedious. Keep in mind in addition to your NAP, directories often want images, videos, business descriptions, customer reviews, website links, category your business fits in, accurate hours, etc. Often — for a business owner or marketing executive — keeping up with all these directory listings is simply time prohibitive. This is why business will often employ a marketing agency for their local SEO services.

If you would like to learn more about Local Listing Management services offered by DaBrian Marketing Group contact us today!

Mohnton Company Website Redesign – Keystone Maintenance Services

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Keystone Maintenance Services, or KMS, is another great example of some of the work we do here at DaBrian Marketing Group. KMS is a company based in Mohnton, PA that specializes in supplying and servicing cranes, hoists and other material handling equipment. They provide other services as well, such as welding, concrete, and electrical work.

The majority of the work we did was in the site redesign. KMS wanted to make changes to their brand identity, and they came to us for guidance. Our Creative Director Mark Mapp was able to come up with a brand new logo and color scheme and then translated these elements into a new and improved look & feel on their website. Updated images were also added and then optimized, so as to not slow the site down. The result was a cleaner, more modern looking site. We also aimed to improve functionality and usability with the redesign, improving the architecture and adding more Calls to Action and homepage links. Our goal was to make it easier and more intuitive for users to contact Keystone for questions or a quote. At the end of the day, one of the most important jobs of a website is to generate leads, so this was an important aspect of giving our client a good finished product.

Another item we were tasked to do for Keystone was copywriting for their site — specifically for the New Equipment and Expanded Services sections. Admittedly, I didn’t know much about the crane and material handling industry when I was first tasked to write these pages. I looked across the web for companies within a similar sector and read their on-page copy to get a sense of the terminology used within the industry, as well as what users want to know about all the different types of cranes serviced and supplied by KMS. Once I felt comfortable writing about the subject matter, I started putting pen to paper (figuratively.) I tried to adopt a casual but informative style when writing the copy and made sure to hit on Keystone’s key differentiators — namely their broad service area and devotion to 24-hour breakdown support.

About Keystone Maintenance Systems

Keystone Maintenance Services Corporation is an industrial maintenance service company founded in 2001 and located in Mohnton, Pennsylvania.

Keystone Maintenance Services provides specialization in overhead crane, material handling, and industrial controls systems. At Keystone Maintenance Services, they are dedicated to the safety and productivity of your cranes, hoists, and other industrial equipment. From simple jibs and hoists to complex control systems, they are uniquely qualified to inspect, repair, and modernize all of your material handling equipment. Additionally, Keystone Maintenance Services has expanded capabilities over other “crane service” companies. Keystone Maintenance Services can provide additional services that range from rigging, equipment installation and relocation, fabrication and millwright services, as well as researching and supplying required spare/replacement parts.

Website Design for Lancaster PA Company – B&B Integrations

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B&B Integrations, located in Lancaster PA, contacted DaBrian Marketing Group for their web design project. The goal of the web design project was to grant B&B Integrations more access to update content, images, enhance functionality of interior pages and direct control of page elements such as titles, meta descriptions, and alt tags. These changes help to keep the website up to date, make it easier to upload images from projects, and reduce the website support cost.

B&B Integrations began to provide other forms of low-voltage communication systems, which prompted a name change to B&B Communications in 1984. Since the mid-80s, communication systems have become very specialized, including school intercoms, nurse call systems, and video presentation systems. Their customers often required more than one of these specialized systems to work together. Now, they focus on blended or integrated specialized communication systems.

With B&B Integrations, solutions ranging from A/V to school intercom systems, DaBrian Marketing was able to enhance the previous design and overall functionality of the website. In addition, the website design now has clear call to action, newsletter sign-up, and complete control of the WordPress content management systems.

About B&B Integrations

B&B first opened its doors in 1974 as B&B Audio and Acoustics, the business was dedicated to providing engineered sound systems to the houses of worship market. As B&B’s reputation grew, it began working in a more diverse number of industries, providing public address and sound reinforcement systems.

In 2016, to embrace this next stage and better serve customers, the company once again changed its name—from B&B Communications to B&B Integrations. This enhanced brand represents a commitment as a vendor specializing in single solutions by integrating best-in-class, specialized systems.