In today’s Internet ecosystem, there seems to be a blog for everything. Fashion blogs, fan club blogs, cooking blogs, review blogs — you name it. Blog types range from personal, professional, niche-interest and most importantly, business. 

This begs the question; who writes these blogs? What does it take to be a blogger? 

The beauty of the Internet is anyone can be a blogger.  Blog writers range from influencers to B2B government contractors! In 2019 there were over 500 million blogs published on the Internet. Blogging is more than just a hobby, it is actually a very useful digital marketing tool.

What is the point of these blogs? 

The average reader might guess entertainment. But to a digital content strategy firm, the value is search engine optimization. 

But what does that mean and why should my company care about SEO? 

Search engine optimization, or SEO, refers to the strategic content writing and website design meant to increase a website’s organic visibility. With over 3.5 billion Google searches a day,  it is critical for customers, partners, and even investors to be able to find information about your business through search engines. 

Blogging helps boost SEO quality by positioning your website as an appropriate answer to your customers’ questions. When potential customers and partners enter queries or keywords into the search engine, they are matched with algorithm-based results Google has determined most valuable and relevant to their search intent. 

When you optimize web pages — including blog posts — you’re making your website more visible to people who are entering keywords associated with your product or service via search engines like Google. 

But…how do I optimize?

There is more to a search engine optimization strategy than repeating select phrases over and over again! A digital content marketing agency will advise you to be smart about your blog. Almost as smart as Google’s algorithms, which crawl websites to determine which websites best match the intent of each user. 

Sound complicated? It is, but your search engine optimization strategy doesn’t need to be. A consistently updated blog can be an incredibly effective and user-friendly way to boost your website’s organic search rank. 

A digital marketing and analytics agency will analyze not only your business’ website but also competitors’ sites to identify a strategic blend of keywords to integrate into your website. Blog pages are an optimal place to include keywords because content can naturally accommodate frequently searched subjects. Using digital marketing and analytics tools, such as SEMrush or Moz, a top search engine optimization firm will recommend a series of blog topics and titles, a strategic cadence for updating your blog, and some expert tips and tricks. 

 

Here are Bluetext’s top tips and tricks to blogging your way to the top: 

  1. Identify the focus keywords. These should 2-3 phrases or words per post that receive high levels of search volume but have a realistically achievable level of competition. 
  2. Head for the headers! H1 text and titles are weighted more heavily by search engines. Put your keywords in these fields, but don’t fill your pages with H1’s, as this will deduct from your search equity. 
  3. Repeat, repeat, repeat. Aim to repeat the selected keywords 4-5 throughout the post. However, be warned: Google crawlers are smart. They value relevancy and will not rank a site that seems inauthentic or filled with spam-like content. 
  4. A picture is worth a thousand words…quite literally! Place your keywords in the alt text section on post images, and Google crawlers will include this in your keyword count and most users won’t ever even notice. 

 

For more tips and tricks when it comes to blog writing and SEO, check out our blog.

Do you remember when you used to have to consult books and encyclopedias for the answers to your questions? Just over 20 years ago, you had to reference the yellow pages to find a marketing agency. Nowadays, Google is the search engine king, the go-to for 73% of searches online (and 81% of mobile search). Top marketing agencies depend on Google and it’s algorithms to direct current and potential customers to their clients’ sites via both organic and paid search.

What’s the difference between non-organic and organic (search)?

Organic search is the result of entering search terms as a single string of text into a search engine. Organic search results appear as lists that are based on relevance to the search terms and exclude advertisements; they do not filter out pay-per-click advertising. Paid search is a form of digital marketing where search engines like Google and Bing allow advertisers to show ads at the top of search engine results pages (SERPs). Paid search operates on a pay-per-click model– meaning there is no cost until someone clicks on your ad or content.

Organic traffic is widely considered the most valuable traffic source for multiple reasons:

The downside to organic search is that it takes time to get indexed and generate traffic. Although evergreen content ranks higher than paid (time-limited) placements, the lag in rank visibility may not work for every business case.

Rev up your (search) engines with a paid approach

Besides considering how much traffic will reach a site via organic or paid search, top marketing agencies also work with their clients to enhance their performance with search engine algorithms through search engine optimization (SEO). Improving your company’s search engine optimization isn’t just about the politics of appearing first, it carries financial benefits, too — 57% of B2B marketers say SEO is the biggest factor impacting lead generation.

To optimize your site rank in the organic search results, you need to employ SEO techniques to make your page as crawlable as possible to search engine algorithms. This includes using keywords in critical real estate (headers, links) and including content that relates to those key search terms.

Paid searches are the companies that have paid to appear at the top of your search engine. Even with the little yellow disclaimer “Ad” box, many users click intuitively on these paid placements. Rather than having to wait patiently for your SEO to build up through indexing, you can pay for the chance to get seen on page one of Google immediately.

You can put your money where your mouth is, or play the long SEO game

Sometimes paid search isn’t in a company’s budget – fear not, having the deepest pocket does not ensure SEO success. Google has processes in place (quality score, copy rules, landing page quality, and more) to make sure that the ads that rank are still highly relevant for searchers. Investing substantial budget in ads or paid search will only float a company so far in the ranking algorithms if their content isn’t crafted to support these buys.  In both organic and paid search, Google puts user experience first, which is why top marketing agencies such as Bluetext focus on a holistic approach to SEO, creating high-quality evergreen content that ensures both organic and paid efforts are supported through continuous search engine indexing. Digital marketing agencies are experienced at selecting organic keywords that will be both effective and realistic, and they provide support in creating a strong content base to perform in SERPs.

 

See how Bluetext can help improve your SEO »

We’ve all heard of SEO – but what exactly is it? And how do you achieve “good” SEO? Before attempting to tackle your own search engine optimization strategy, take a look at these five SEO basics.

  1. What is SEO?

 While there are varying definitions for SEO, SEO can be thought of as increasing the visibility and traffic to your website, brand, or company through non-paid search results.

  1. Why is SEO important?

SEO is important for many reasons, but here are the top four factors a digital marketing agency considers in their optimization strategy:

  • The majority of online traffic is driven by search engines
  • Organic search has no direct cost to run
  • Visibility is determined by the relevance and utility of content, not your budget
  • SEO helps effectively communicate your content to search engines
  1. How do search engines work?

 SEO matters because it helps search engines determine if your site is relevant to users. But how does the search engine know? The specific search algorithms are complex and unknown — even to top digital marketing agencies —  but a premier SEO strategy firm will tell you that search engines pick up keywords by crawling websites. They arrive on the website, go through every link and all text on the site, and summarize and bucket the content into the search engine’s index. The index is updated, and search rankings are updated to match it. This process can take days, or even weeks, depending on the popularity and size of the website. 

  1. What is a good SEO keyword?

 In order for a search engine to give you a good SEO ranking, it is important to incorporate keywords into your site that the crawlers will pick up on. Here are four factors that Bluetext, a leading digital content marketing firm, recommends considering when selecting your SEO keywords:

  • Relevancy: Can you write multiple pages solely dedicated to this keyword?
  • Search Volume: Do people actually search for this word?
  • Competition: Is this keyword popular among your competition? Make sure your keywords are unique enough to you in order to show up on the first search results page.
  • Campaign: Are there plans for a paid campaign around this keyword?
  1. What is the best way to utilize my chosen keywords?

Content, content, content. Blogs are not just for recipes and personal stories! They actually serve a critical function to search engine optimization. This is why digital content marketing firms recommend before your site launches,  you have a solid repertoire of resources and blog posts. Here are some tips to help ensure that your SEO keywords are utilized in the most productive way possible:

  • Make sure your pages have a central focus. Select one or two keywords to write about and stay on topic. If you have other keywords to optimize around, start a new post! 
  • Regularly link back to relevant pages with internal links. Otherwise, the search engine crawlers will not know what pages on your website are relevant or important
  • Leverage the H1. H1 headings are especially weighted by search crawlers because of their visibility and size. The H1 is the single most important line of text on a page
  • Ensure that pages are long enough to have crawlable body text, usually 200 words or more

Search engine optimization is a tricky terrain to navigate alone. Google search engines use a number of complex algorithms to improve the end user experience, so it is recommended you consult a digital marketing agency in planning your SEO strategy. Digital content firms, such as Bluetext, are a strong asset to leverage in keyword research and content planning. Digital marketing agencies are experienced and skilled at selecting organic keywords that will be both effective and realistic.

It’s pretty obvious that videos placed on YouTube have huge appeal with consumers who love to be entertained while seeing a product or brand in action. YouTube videos can be cutting and funny, irreverent or just dumb, yet they have the capability of capturing consumer attention and driving interest and conversion. Good videos translate to more sales—according to one recent survey, consumers are nearly two-thirds more likely to purchase a product after watching a video.

But how well does that work for enterprise and business-to-business companies? Do videos on YouTube help with marketing when the the target buyer may be a busy executive, the sales cycle can be long, and a variety of different types of individuals may have input into the decision?

With B2B and enterprise products and services, it is even more important to leverage a channel as important as YouTube. Here are a few simple reasons why:

• YouTube is the second most frequently used search engine, which not only means that your target audience is probably researching solutions on YouTube, but also that a properly labelled and tagged video can show up high in the search results;
• Attentions spans are getting shorter, and a tight video or animation can capture that attention better than words or images on a web page;
• It offers strong opportunities to engage with your target customer; and
• It allows you to show off your creativity and position your company as a thought leader in your market.

Here, then, are six tips for how to leverage YouTube for B2B marketing:

1) Short is Sweet. As recently as two years ago we were producing videos up to five minutes in length to showcase brands and their executives. That time has dropped by more than half. A recent study confirmed that the most successful videos on YouTube are under two minutes in length—and those around the one-minute mark are the most popular.

2) Set Up a Branded YouTube Channel. Creating a company channel delivers a better experience than individual uploads, even if the titling and tags are already aligned for the best search results. A branded channel allows for a branded experience, with creative elements that showcase the company or product. It also allows a company to segment the videos so that the target viewer can better find what they are after.

3) Be Disciplined About New Content. Just like your other social media platforms, YouTube thrives on consistent content. Just posting video without a regular refresh leaves too much silence and no reason for a viewer to come back. When you develop your YouTube strategy, make sure you can add new content on a regular basis for a sustained campaign.

4) Treat Your Video Like a Blog Post. Don’t waste the opportunities to drive traffic to your YouTube channel through other social media platforms. Think of it as you would a blog post. The more nurturing it gets from all of your social activities, the more traffic it will get. So tweet it, blog about it, post it on Facebook, and promote it through your email newsletters.

5) Advertise. Remember, YouTube is owned by Google, so you can promote your videos through Adwords for Video. There are currently three ways to advertise and drive traffic to your channel: as a pre-roll ad before the videos that viewers watch; as a banner ad when people are browsing and searching the Internet; or as a promoted video when people are searching for similar videos. Each requires a careful selection of keywords to make sure you are getting to the right targets.

6) Be Creative. A static video of an executive talking about the company won’t capture anyone’s attention. If it’s meant to be instructive, consider using animation to tell the story. If it’s a thought leadership campaign, then have experts discussing trends. Use multi-camera shots, tight editing, and professional sound and lighting to keep it engaging. It’s ok to be entertaining, but it also needs to give viewers the information they are searching for.

YouTube should be a key element in every campaign’s mix of platforms to reach and engage the right audiences. It provides the audience with visual content that can showcase the brand, and it’s easy to gather the analytics about what is working and what’s falling flat. It requires a disciplined and smart approach, but the results of a smart YouTube campaign are more engagement and conversions.

Speed is by far the most critical metric to consider when re-designing an enterprise website – it won’t matter how beautiful your new site looks if nobody is going wait an extra millisecond for your homepage to load. In addition to providing a fast loading, responsive user experience – speed has a direct impact on your ability to optimize higher user engagement, conversion rates and SEO rankings – all of which drive better brand and marketing performance.

One of the primary signals Google’s algorithm uses to rank performance is site speed – but by extension it is really page speed that Google is measuring. According to Moz, page speed can be described as either “page load time” (the time it takes to fully display the content on a specific page) or “time to first byte” (how long it takes for your browser to receive the first byte of information from the web server).

Page speed is also vitally important to user experience – pages with longer load times tend to have higher bounce rates and lower average time on page that result in an immediate negative impact on conversions. According to Google, 53% of users will abandon a site or web page if it doesn’t load within 3 seconds. This also has a direct impact on search rankings – with less than half a second separating the first and third pages of Google search results.

So how do you measure site speed? Google introduced its own web-based tool, accessible via Google Labs, called Page Speed Online. It’s available as a web-based tool as well as a Chrome extension. With it, you can quickly get an overview of high priority, medium and low priority fixes that can help increase your page speed.

Here are the top 5 for your digital agency implement to add instant horsepower right out of the gate:

  1. Accelerated Mobile Pages (AMP) Technology – AMP is a new open framework built entirely out of existing web technologies to dramatically improve the performance of the mobile web by enabling code to work across multiple platforms and devices so that content can load instantaneously —no matter what type of phone, tablet or mobile device you’re using. With Google splitting its index into separate versions for mobile and desktop – the time has finally come to start prioritizing mobile
  2. Wrangle Your Javascript and Stylesheets – Have your scripts and CSS load in external files instead of cramping up each and every web page. This way, only the browser has to load the files one time, rather than every time someone visits each page of your site. Ideally, put your external CSS in the portion of your site, and your external Javascript file as close to the tag as possible. As a result, the browser isn’t bogged down wading through all those requests for external files right from the start. The only time you won’t want to do this is if the Javascript needs to load near the top of the page – such as to display a name or load up an image carousel.
  3. Optimize Your Images – In Photoshop or Fireworks, you can use the “Save for Web” option to drastically reduce image size. An image quality slider lets you see the visual trade-offs between graphic file size and crispness. Also – don’t rely on HTML to resize Images – while HTML makes it easy to create a smaller version of a larger graphic it doesn’t mean it’s taking up any less room on the server. The browser still has to go through the process of loading the entire image, checking the width and height you want and then resizing it accordingly.
  4. Use GZIP compression – You’ll want to ask your web host if they use GZIP compression and deflation on their servers. These are two techniques that can significantly speed up a site, reducing file size by as much as 70% without degrading the quality of the images, video or the site itself.
  5. Caching – Many content management systems now have plugins that will cache the latest version of your pages and display it to your users so that the browser isn’t forced to go back and dynamically generate that page every single time. Plugins like WP Super Cache can take a serious bite out of page load times.

You can also look beyond your website itself and consider a Content Delivery Network (CDN) that serves up pages depending on where the user is located. Faster access to a server near their geographical area translates into faster load times.

While speed is the most critical metric of any re-design effort – it’s not the only metric. Working with a smart digital agency to define KPIs for the re-design of your next generation website will significantly improve performance metrics across your digital marketing ecosystem right out of the gate.

Go the need for speed?  Contact us

 

 

Successful digital campaigns need to connect to its audience while simultaneously getting the company’s message across.  Digital marketers spend a huge amount of time analyzing their target market and audience before building a campaign and crafting an implementation strategy for seamless execution.  Here are five tips to help your company create a successful digital campaign.

  1. Know your personas. Personas are fictional characters representing a company’s potential customers.  Each persona has its own role, goals, challenges, company, job, skills, preferences, and so forth.  Understanding your personas and building a detailed profile for each is a key step in creating an effective digital campaign.
  2. Analyze your competitors. Keep an eye on the public-facing marketing efforts of your competitors to understand how they are targeting their consumers.  By gaining a better understanding of your competition, it provides insight to how you should position yourself in the market to stay ahead of the competition.
  3. Optimize your SEO. Understand the keywords your personas are searching for on search engines and integrate those keywords in your digital campaign’s SEO strategy.  Optimize the meta data of your campaign by integrating your target keywords in your campaign’s title, content, meta description, URL, and image alt text.
  4. Set an offer strategy. Once your digital campaign has successfully captured a consumer’s attention, you need an offer strategy to draw them in.  A common approach is through the promotion of gated premium content.  Understanding the content that appeals to each of your personas will direct the premium content offer that should be tailored for each.  A complete profile for each persona will guide a company’s content creation and fill any gaps in its content offerings.
  5. Create a lead strategy. Although generating leads is the goal of a digital campaign, it is not the end goal.  An internal strategy needs to be in place to continuously inform and engage a lead, whether through email or other mediums, with the end goal of transition a lead to an eventual customer.

A successful digital campaign requires a significant amount of planning before it can be built, tested, and implemented.  Developing an adept understand of the market environment alongside a solid SEO and content strategy are the key factors to launching a successful digital campaign.

Looking for best in class digital marketing?  Contact us.

 

A logo is a central part of a company’s brand. It’s the first thing customers see, and what they learn to recognize as a short-cut to your brand values.  And it needs to convey a strong message about what you stand for, and how you work with your customers. Choosing the right logo can make a big difference. Refreshing your current logo might be even more crucial.

Here are five reasons why companies refresh their logos:

Hindrances.  As a company evolves and grows, its products and services will change in tangent.  A logo from its past may now risk pigeon-holing and hinder the company’s growth.  A company’s original logo may include words describing its offerings.  As its product and services expand a logo refresh would be needed to accurately represent its growth.

Modernization.  Overtime logo images that were once fashionable can become considerably outdated.  Sleek, minimalistic logos are the trend today and many companies find the need to adjust their logo to appeal to today’s audience and stay relevant in the market.

Renaming.  When a company changes its name, its original logo may no longer be relevant and a logo refresh is due.  This is especially true for companies where their original logo was a literal representation of its original name.

Digitization.  As the world grows increasingly digital companies now need to take into consideration how their logo renders on different screen widths and other mediums on the web.  Old logos did not take responsiveness into consideration and must redesign and refresh to adapt in the digital age.

Acquisitions.  When two companies become one, the company name may change and their logo as well.  An acquisition instantly expands a company’s products or service and their original logo may no longer be an accurate representation of the new company.

Since a company’s logo is such a close depiction of a company, a major change in any area of its business will affect its single most important visual representation.  A logo refresh aligns a company with its core values and ultimately its consumers.

Looking for best in class digital marketing?  Contact us.

As more and more brands enter digital maturity, new top-level domains (TLDs) are becoming available for registration.  Previously, only generic domain names and country code domains were available for use, such as .com, .net, .us, .ca, etc.  Now the doors have been opened to a whole new set of domain extensions, including .business, .expert, and .guru.  Here is everything you need to know about new top-level domain names and why they were introduced:

Growing Shortage of Alternatives.  As companies expand their presence in the digital space, acquiring an appropriate top-level domain name has become increasingly difficult.  It wasn’t long before most short domains were taken and resulted in newer domain names becoming increasingly long and absurd.  For example, flights.com is unavailable and the alternatives becoming increasingly bizarre: cheapflights.com, buycheapflights.com, bestcheapflights747.com.

Providing New Choices.  The introduction of new domain name structures not only made it possible for companies to acquire an appropriate domain, but also tailor their domain to appeal to both their target consumers and performance on search engines.  For example, healthfoodbusiness.com can now be structured as healthfood.business or health-food.business.

A Domain Name at a Glance.  With increased flexibility for companies to acquire a tailored and concise top-level domain, it is possible for consumers to gain more insight about a company directly from their domain name, such as their location and area of business.  From a company’s perspective, a differentiated and professional domain name may provide it the edge they need over their competitors.

Increased Regional SEO Value.  Search engines currently do not rank new domains differently from established domains on a search engine results page (SERP), but there are regional benefits where a .de domain will rank higher on SERPs in Germany but not in the USA.  With this in mind, companies may want to consider how this affects their choice on a top-level domain name if their target audience is in a different region, for example: green-cars.ottawa.

New TLD Name Options.  The list of available new domains is growing every day, but in general new domains can be internet terms, a description of an offer, or regions.  Examples include: .website, .online, .webpage, .work, .photography, .travel, .ca.us, .berlin.de, .bc.ca, etc.  The possibility for a company to acquire a more suitable domain is now significantly higher.

Restrictions on Choosing a New Domain.  When a company is choosing a new top-level domain name, it must follow rules set by the respective domain registry.  Common restrictions include trademark law and regional domain extensions.  Protected company brands and names are not available while many regional domain extensions are only allowed if the company is based in that specific region.

Securing a New TLD Name.  While many new domain names have launch dates, many others do not have a specified release date.  Companies can either request a non-binding pre-reservation for domains without a specified release date or a binding pre-registration for domain names with a specified release date.  Non-binding pre-reservations allow companies to pre-order a new domain name with no obligation to buy when the domain is ultimately released.  Binding pre-registrations require payment upfront and is a binding agreement.

The availability of new top-level domain names opens doors for companies seeking to harden their digital presence.  Ultimately, the decision to choose a new domain name is a strategic one that should be made in tangent with a company’s business goals.  As the world evolves to be increasingly digital, how a company presents itself on the world wide web is more important than ever.

Looking for best in class digital marketing?  Contact us.

Today, a website is the front door to your association, and every effort must be made to deliver a powerful user experience for current and prospective members. Your digital platform must be modern and intuitive. Beyond a great design, it is important to make sure your website is addressing all of your association key performance indicators around member services, member retention, communications, activism, and engagement.

To this end, when thinking about your association’s website, a great design is not necessarily where you should begin. The first question you should ask yourself is, “Is our website working as hard for our association as it can to help us achieve our association goals in the most efficient manner.” Understanding where your members are coming from, how are they accessing the site, and what tools they need to be successful all must be asked up front through a discovery process in order to maximize the impact of a new website.

With that thought process in mind, here are some recommendations to consider when undertaking a new website design for your association:

  • Provide the tools and resources to help your members do their jobs more effectively. They are paying you to be their advocates, and they need your help in taking action, remaining relevant, and proving the impact and rationale for their membership. For one membership organization, we built a tool that enabled human resources professionals to directly send a presentation to their bosses to show the value and impact of their membership in that organization. It was a very effective tool for ensuring membership dues.
  • Clearly communicate the value and impact you provide. Make sure your messaging and value is clear right up front. We have worked with many associations who are going through an identity crisis and don’t understand why membership may be down or why they are less relevant than in the past. It may be time to audit your messaging and positioning, both internally and externally, to ensure it is relevant to your members and the communities you serve.
  • Don’t be afraid to brand with impact. Changing colors or changing logos can go a long way toward sending a powerful signal to your constituencies. And make sure that the design direction you take aligns with that of the industry you serve. If you that’s the tech community, make sure your brand feels techy. If you serve the healthcare community, make sure your brand aligns. You get the picture. Modern, fresh and engaging can really make an impact in the perception of your association as you go to market with a new website.
  • Content. Content. Content. Being a thought leader and delivering authoritative content is critical for success. Keep your content fresh and engaging, update it regularly, and address the current and emerging topics that are of importance to you members. Association content marketing is becoming a must for the most advanced associations.
  • Make sure your content is Search Engine Optimized and your architecture is designed for SEO best practices. There is so much talk about SEO that people get confused. But that should not be the case. Go analyze what people are searching for and align your content around that. Ranking high with Google and Bing can be very effective.
  • Go mobile. Look at your stats. People are accessing the web from mobile devices more than ever and the stats continue to rise. A responsive site is a must in today’s digital environment. If a user does not have a great experience with your association on a mobile device it can impact your value immensely.

 

Re-targeting campaigns that reach across platforms and devices allow marketers to reach the same prospect as they move across the web, social networks, and mobile devices, creating a new level of engagement and interaction based on data. Understanding the best ways to implement a successful re-targeting strategy can result in dramatic improvements in customer conversion. When done poorly, you run the risk of annoying target audiences with constant messages that do not resonate. When done right, they can go a long way toward driving personalized engagement.

By collecting anonymous information on user behavior and intent, brands are able to convert prospects by engaging them with the right creative and messaging at the right time. By simply placing a short snippet of code, marketers can turn valuable customer data into actionable advertising strategies in real-time.

With that in mind, here are our top four tips for an effective re-targeting strategy that will deliver the results that brands need for a successful campaign:

Pick the Best Platforms. As mobile devices and social media become the dominant platforms for consuming news and information, incorporating the right channels into a campaign is critical. Social networks attract engaged consumers and give brands a direct line to those prospects. Re-targeting on social lets you take advantage of native tools such as shares, likes, and comments to further expand your reach.

At Bluetext, we often recommend Facebook for B2B clients and tend to shy away from Twitter, where users are more interested in entertainment, sports and politics as opposed to business issues. To get the most out of Facebook campaigns, test messaging and creative on smaller subsets of viewers to understand which is going to produce the best engagement. We like to test variations on headline copy, CTA buttons, offers and creative concepts to make sure we are optimizing for the right ads.

Don’t Neglect Mobile. Mobile traffic has surpassed desktop for most brands. There are now more opportunities to leverage retargeting on mobile to reach these prospects. With mobile retargeting, advertisers can retarget desktop visitors as they browse across social networks on their mobile devices or retarget mobile site visitors as they move to desktop computers to research larger purchases. One study found that, on average, AdRoll customers who include a mobile element to their retargeting campaigns receive a boost of nearly 25 percent in clicks and nearly 10 percent more conversions.

Personalize the Experience. While it’s especially important to reach the right user at the right, it’s not always obvious how to do that. Here are three categories of segmentation that marketers can identify to reach their audiences through mobile retargeting and personalization throughout the buyers’ journey:

Level of intent. A visitor who has checked out a half-dozen pages is obviously more valuable than one who has bounced after 10 seconds. When you see a level of interest, focus on that visitor.

Products viewed. When a visitor views a product or services page, make sure your messaging is focused on that product. You already have them half-way down the sales funnel, so don’t try to force them back up again.

Those who have converted. Just because someone has already been a customer doesn’t mean you should cut them out of your campaign. Enlist them instead into a loyalty campaign that can help validate your brand for other prospects or else offer them additional products or services that complement what they have already purchased.

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