Madison Marketing Group Blog

If you know your website needs to perform better organically in search, but don’t have the tools, time, or expertise to make that happen yourself, you’ll likely seek out an SEO service to help.

Consultancies, freelancers, and agencies offer all kinds of services to help you occupy top spots in an important topic and keyword areas. If you’re not sure what exactly these services are, how they work, or whether they’re worth it, then this is the post for you.

If you’ve never outsourced your marketing before, or have gotten burned in the past, the world of digital marketing agencies can be challenging to navigate: dramatically different rates, various pricing models, vague offerings, and confusing terms. . .

Here, we’ll try to demystify these areas and give you an idea of 1) how agencies price their services, and 2) rough price estimates for how much you should expect to spend.

Disclaimer! We are a digital marketing agency that loves getting new clients as much as the next business. At the same time, we’ve found that our best clients are businesses that actively need the specific services we provide, so we’ll strive to provide helpful information you can use, whether or not you decide to work with us.

Over the last few years, B2B video marketing has steadily grown in popularity. In its 2021 Video Benchmark Report, the business video platform Vidyard reported a 135% increase in overall video creation between 2019 and 2020 based on its own survey data.

The continued rise in video adoption raises all kinds of questions for marketers who are somewhat daunted by video, yet intrigued by its possibilities:

• How important is video marketing for B2Bs, and is it an effective strategy?
• What are examples of amazing B2B videos?
• How do I get started with video marketing?
• Where does it fit in?

And countless more.

Here, we attempt to answer these questions, and a few more, to help you figure out whether video offers opportunities for your business, and how you can get started if it does.

When a business sets out to use SEO (search engine optimization) for the first time, it often  runs into an immediate problem: how to pick the right keywords to pursue.

Teams know they need keyword targets, but how do they determine which ones are the best for each of their pages?

In this article, we lay out a process for determining the type of keywords that can attract high-value, qualified prospects to your web pages.

What are keywords?

Keywords are words and phrases that people use to search for things in a search engine.

When someone wants to find something in a search engine, such as a specific product or service, or simply an answer to a question, they type a query into the search bar, like “accounting services madison wi,” and hit enter.

It’s safe to say that lead generation is a top priority (and challenge) for most marketers in 2021.

Recent HubSpot reporting reveals that 61% of marketers rank lead generation as their number one challenge.

The same report also finds that the company website is still the most-used marketing channel for lead generation and roughly 55% of marketers consider search engine optimization (SEO) either “very important” or “extremely important” to their overall marketing strategy.

When you consider that 70% of B2B buyers already know what they need before contacting a sales representative and 74% of B2B buyers report researching at least half of their work purchases online, it's easy to see why so many B2Bs use content marketing as the means of seizing on their SEO opportunity to attract and convert leads.

Here, we lay out a series of steps you can take to improve your rankings in search and capture high-quality leads.  

You’ve probably heard terms like “inbound marketing,” “content marketing,” and “digital marketing” tossed around but didn’t know precisely what they meant or the methodology behind those strategies.

In this article, we’re going to dig into what inbound marketing is, how it works, and how it differs from traditional or “outbound” marketing.

Marketers, like everyone, were blindsided by the pandemic. New research from LinkedIn suggests that B2Bs in particular were more likely than B2Cs to have had their marketing budgets reduced while simultaneously facing more pressure to invest in short-term tactical marketing.

Throughout the pandemic, businesses confined to a mostly online existence funneled more resources into their web presence to keep marketing momentum going. B2Bs accustomed to spending thousands on trade shows, conferences, and other in-person channels have shifted that spend to online channels to keep pipelines full.

A lot can change in a few years. Maybe your company rolled out new products. Maybe it shifted its focus on particular services — or finds itself serving different customers. No matter what’s changed, your marketing strategy needs to evolve accordingly. An important part of that evolution may be updating your buyer personas.

What are B2B marketing KPIs?

As a B2B marketer, you know that your job contributes to the bottom line. The best B2B marketing campaigns generate qualified leads that can eventually be handed off to sales. Leads convert into customers, which result in sales revenue and profit.

You’re in the middle of planning content. If you’re already overwhelmed with keywords, topics, and content ideas, analyzing your competitors’ content might seem like one more tedious process.

However, researching your competitors is an opportunity to uncover their strengths and weaknesses and identify topics they either haven’t written about or haven’t written about well. With this juicy intel, you can seize open opportunities and beat competitors out of search positions by arming the audience with more or better information.

Here’s how to do it: