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Marketing

What is IP Targeting and how to use it to build a successful brand

IP targeting is superior to geo-targeting because it allows you to target your advertising to specific households and businesses.

Are you looking to increase the conversions from your direct mail campaigns? How about reducing the wasteful spending of your current ad campaign? You may want to consider IP Targeting. Here is what you need to know about IP targeting.

What Is IP Targeting

You might be wondering, “What is IP targeting?” IP targeting is a type of hyper-targeted advertising. This type of advertising allows you the ability to show ads to specific addresses, office buildings, and even suite numbers! You can reduce the commonly accepted practice of wasteful ad spend because you’re only showing your ads to those exact addresses where your target audience is. This form of advertising is 50 to 100 times more targeted than traditional media. True one to one marketing.

Instead of grouping people based on demographics and behavior (Audience Segmentation) IP targeting is more refined and personalized, which leads to higher ROI.

How does IP targeting work?

The way IP Targeting works is simple. You provide the names, addresses, and zip codes of the people or businesses you would like to advertise to. This can be your list of previous customers, lost customers, potential new clients, your direct mail list and more. These addresses are then run through an IP mapping system where the IP addresses are matched with physical addresses. Once the two addresses append (match), then you can begin serving your display or video banner ads using the IP address of the home, or office building.

Who Should Use IP Targeting?

IP targeting is superior to geo-fencing because it uses individual IP addresses instead of groups of IP addresses from specific geographic locations. This allows you to target your advertising to specific households and businesses. It is a terrific option if you are a business that needs your message to reach specific households.

Business to Consumer

  • Auto Dealerships
  • Universities, Colleges, and Charter Schools
  • Financial Institutions and Banks
  • Retailers
  • Hair Salons and Barber Shops
  • Politicians
  • Realtors
  • Restaurants
  • Interior Designers

Business to Business

  • Marketing Agencies
  • Janitorial Suppliers
  • Office Suppliers
  • VOIP Service Providers
  • IT Consultants
  • Business Consultants
  • Engineering Firms
  • Accountants
  • Lawyers
  • Solar Installers

IP Targeting Strategies That Work

You’ve already done the research, built a list of contacts, sent out mailers, purchased your booth at a trade show; so why not supercharge their effectiveness with IP targeting?

  • Politicians can show ads to previous donors
  • Colleges and Universities can show ads to high schools
  • Banks can advertise in real estate offices
  • Combine IP Targeting with email campaigns
  • Show your ads inside of convention centers during seminars and trade shows
  • Boost your direct mail campaign with IP targeting

Combining IP Targeting with direct mail will deliver a powerful one-two punch. Advertising to the same people in the digital realm and in the physical world will help be seen and recognized, get more quality leads, and closing more of those leads. IP Targeting should be a part of every direct mail campaign.

How can IP targeting help my business?

The precision of IP targeting offers numerous advantages to businesses. IP Targeting can be done at a fraction of the cost of print, radio, or television advertising. You can reduce the amount of wasted money related to poorly targeted ad campaigns. You can create more personalized ads to entice your audience. You can also see exactly how your campaign is doing by looking at the engagement rates, allowing you to make adjustments to it as needed. To learn more, contact the Digital Marketing Group today at 800.939.1639 or fill out our contact form.

Categories
Marketing

What is an Effective SEO Strategy For 2017

[vc_row type=”vc_default”][vc_column][vc_column_text]It amazes me how often I hear many Digital Marketers saying “SEO is Dead”. Sure Google may have updated its algorithm, but they didn’t do it to make my job harder, its done to improve user experience to give you the results you want on your first search. [dt_quote type=”pullquote” layout=”right” font_size=”h5″ animation=”none” size=”2″]The reason so many think SEO is dead is because they don’t have their main focus on the basics[/dt_quote]The reason so many think SEO is dead is because they don’t have their main focus on the basics of SEO so they can’t evolve with the times or the latest technologies. (Without having to start over)

If those naysayers were to follow the SEO optimization fundamentals clearly defined in the Google’s Search Engine Optimization Starter Guide, they would still be in line to implement the following SEO Strategies for 2017:

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Optimize Website For Mobile

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In January of 2014 the amount of internet traffic from mobile devices and tablets exceeded the desktop. Consumers are using their mobile devices more and more to:

  • Access the internet
  • Check email
  • Access personal information
  • Download and use apps
  • Shop online

If have not done so by this point, the time has come to seriously consider upgrading your website to a mobile friendly version. Not just because Google favors mobile-friendly websites, but also because that’s how your potential customers will be looking for you! How do you know if your site is mobile friendly? Simply take the Google Mobile-Friendly Test. If for some reason your site is not mobile friendly, Google will offer suggestions on what you need to improve.

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Optimize For Voice Search

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[dt_quote type=”pullquote” layout=”right” font_size=”h5″ animation=”none” size=”2″]55% of teens and 41% of adults use voice search more than once a day.[/dt_quote]The way we search has evolved in recent years. According to Google, 55% of teens and 41% of adults use voice search more than once a day. Beyond a doubt optimizing for voice search will be a critical strategy for your SEO success for 2017 and beyond. The 4 major Digital Assistants in voice search you’ll need to optimize for are:

Why is this important? The way we search by voice is entirely different than the way we type. Your website should be setup to answer questions rather than focusing on specific keywords. Your content needs to be more in-depth and comprehensive in order to clearly answer the questions your potential customers may have.

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Optimize For Rich Answers

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Rich Answers are displayed for nearly 20% of all internet searches. What are “rich answers”? Rich answers are a way search engines provide direct information to the user for all types of commonly asked questions. Here are a few examples of Rich Answers:

  • Rich Snippets (sometimes called featured snippets)
  • Answers provided by Search Engines
  • Charts
  • Tables
  • Sliders or Carousels
  • Maps
  • Forms

Optimizing for rich answers is important because you have the opportunity to be in the most visible spot in the search engine results even without having a #1 page ranking, your organic traffic will increase and you’ll have higher engagement from those who click through to your site.

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Local Optimization

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With the growth of mobile searches, Local SEO has become one of the most effective strategies for businesses to gain an edge over their local competitors. To begin with, you’ll need to make sure your NAP (Name Address Phone Number) are listed accurately throughout the web. Claim your business profile on relevant local directories and review sites.

Local Optimization Checklist:

  • Get listed in Local Directories (Name Address Phone)
  • Claim Business Profile on Google and Bing
  • Make sure there is content on your site that includes the name of your city or region.
  • Get Online Reviews
  • Use local structured data markup
  • Website URL should be listed as your homepage

Local search accounts for 50% of search queries on mobile phones and tablets so a local SEO strategy is crucial to your success.

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Improve User Experience

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You have about 8 seconds to answer 3 questions when a potential customer lands on your website to convince them to stay. Those 3 questions are:

  • Who are you and what do you do?
  • Why should I be interested in you over your competitors?
  • What do you want me to do next?

Can your website answer those 3 questions in 8 seconds or less? Here are just a few tips to improve your user experience.

  • Your Phone Number Should Be Displayed Prominently on the website.
  • Your website needs to be responsive and mobile friendly
  • Use simple contact forms – ease of use
  • Include a strong call to action

A strong focus on user experience is key for gaining customer loyalty and improving business performance.

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Use LSI Keywords In Your Content

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What are LSI keywords (Latent Semantic Indexing)? These are keywords related to your main keyword. LSI keywords help search engines understand the meaning of the content to return better results in search. Gone are the days that you needed to focus on a single keyword. In today’s digital world you need to focus on the topic you want to rank for and thoroughly explain the topic.

[dt_quote type=”pullquote” layout=”right” font_size=”h5″ animation=”none” size=”2″]In today’s information world, you may need closer to 1500 or more words on a page.[/dt_quote]Success with the use of LSI Keywords is going to take more than the 200-300 word per page standard of years past. In today’s information world, you may need closer to 1500 or more words on a page.

In conclusion, if you stick to the basics of SEO and keep these 6 tips in mind as you move forward you should see an increase in not only traffic, but more importantly an increase in form fill outs and phone calls. If you have any questions about any of these ideas or would like to implement them in your marketing plan feel free to give us a call or simply fill out our contact form.

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