Weekly Marketing Roundup: Feb 19, 2018
This week’s Marketing Roundup will take a look at advertising on Facebook and LinkedIn, a Marketing Optimization Week resource, Landing Page science and B2B writing. Enjoy!
1. The Official Facebook Advertising Playbook 2018
Let’s face it, there’s a ton of noise in the advertising space right now, especially advertising on Facebook.
But fortunately, you have options to help you cut through and get in front of the right people.
That’s why we’ve put together this Facebook advertising playbook for 2018.
We’re going to take you through some of the most noteworthy trends for this year step-by-step to help you streamline your advertising efforts and get the most return on your investment.
We’ve broken these trends down into five bite-size sections: design, ad format, promotions, platform and content.
2. How to make the most of LinkedIn’s free Website Demographics
Have you ever wanted to know what kind of professionals are frequenting your website? Now there’s a way to do this, and best of all, it’s free. Let’s back up for a moment to set the scene.
One of the greatest things about using LinkedIn’s advertising platform is that you can gain insights about the way that professionals interact with your website and products. You pay dearly for those insights, though, with clicks from LinkedIn Ads averaging between $6 and $9 in most cases.
As of the summer of 2017, LinkedIn provides the same professional demographic data on all of your website traffic, and not just traffic you’ve paid for.
Here’s what you can expect.
3. Marketing Optimization Week is coming! 4 Free Days of Advice From Experts in PPC, Automation, AI, and Strategy
Starting to feel like you’ve been working in overdrive to (maybe) bring in only half the leads you used to? Not to mention your paid budget seems to be climbing way outta hand?
Well, it’s definitely not just you. Marketing’s changing and it’s getting tougher to see strong results.
Two weeks ago Facebook tweaked it’s publisher settings, fewer advertisers can justify current CPCs in AdWords, and—while there’s a lot of talk about artificial intelligence—how the heck can you make use of it today, exactly?
Fortunately you’re not alone, and we’ve got your back.
4. Landing Page Layout: The Science
Behind The Right Conversion Mix
Landing page layouts are a thing of beauty these days and there’s a lot of advice out there on how to create them. To start off, asking the following questions will help you to decide what direction your page should go and what sections are most important to include:
- What kind of business are you creating the page for? Is it a B2B company offering raw materials or a service? Is it a B2C company?
- What is the business selling?
- What does the UVP have to do with what the brand is selling?
- Is this a physical product? If so, what would be the most important part of the product to showcase in the hero image? People need to know what they’re getting or they won’t provide their lead information.
- How do they sell it?
- Does the sales team follow up? In 24 hours? Within the hour? Make sure to communicate this clearly to your viewers. Clarity is key.
5. B2B writing: It ain’t just writing
Having spent several years mastering the art – nay, science – of B2B content marketing and copywriting, we’ve weighed up a range of different variables and attributes to scientifically deduce a complex formula for the ideal Velocity copywriter.
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