I wanted to dig into what Rebecca thought was a very important part of your advertising strategy that sometimes people might be forgetting about. Now, think about how many people think about spend, creative, copy, and some other items, you know, like what else...what else should we be paying attention to?

Well, here is exactly what Rebecca said about this. I think you'll find this very interesting.

Rebecca Bugger: Your ads need to connect together. So when you're looking at the wide advertising strategy, maybe you have a billboard, maybe you have a Facebook ad running. Maybe you're appearing on the search ads results. But all of that's leading people where—to your website, most likely, that's where they're ending up.

Whether they're seeing your name on a billboard, googling you, and going to your website. Seeing an ad on Facebook, clicking it and going to your website, or searching for you intentionally and then going to your website, they're all landing on your website. So I think the most important thing is understanding how that website is going to convert.

And a big mistake a lot of people make on those websites, if you're just sending people there randomly, is too much information. Make sure that the website that you have developed in line with your advertising strategies is set up in a way that makes the person who's landing there have a very easy way to convert.

Whether it's filling out a form, clicking a phone number to call, dialing a phone number to call, or purchasing a product. We have to assume that people that are coming there have intentions of working with you, and it needs to be easy for them to. So I think having that really easy to navigate intentional branded website is super important.

George B. Thomas: Did that take you back a bit? Where are you sending people when placing your ads digitally or out of home, or might I say anywhere? I can't tell you the amount of folks I've helped that were running ads just to places like their homepage or we looked at their strategy and in 2021 and yes, even 2022, their website is still not mobile friendly, or they're not AB testing form length or they're not focused on CRO, conversion rate optimization, tactics.

There is so much that you can do to make your website a lead generating machine, but that should be in place for the betterment of your digital advertising. I'm curious, what are your thoughts on digital advertising and top-notch converting website strategies? Keep the conversation going by using the hashtag #mpb2b, and of course with that hashtag, let me know.

Again, we'll get back to Rebecca in a few minutes where we dive into the question of single advertising versus mixed advertising, and what is a major point of focus no matter what.

But first it's time for some dope B2B learnings from the vault of MarketingProfs articles. That's right. It's time to dig into the treasure trove of valuable information and pull out two pieces of gold to help you be a better B2B marketer.

Article number one this week is Seven Results-Driven Paid Strategies for B2B marketing Oh, man, let me say that again. If the thought of remarketing keywords or keyword targeting or you know, ROI focused get you going. Then you'll wanna dive into this quick yet valuable read again. The link will be below. You'll get information on seven strategies that you may or may not have been using in the past, or maybe even some bits of information to help you tweak what you've been doing or doing.

Now, article number two for this week's episode is Pump Up Your Ad Campaigns Through Marketing Analytics. And the fun part about this is what do radio, website conversion lifts, and multitouch attribution have to do with each other? Simple. They're all part of this article slash case study with complete measurable results of marketers putting data and insights to work for their businesses or their customers.

To learn more after the broadcast and to read both articles in full, head to the link location below in the description. Yes, links right place, right time, all that good stuff. I love having fun with that. By the way, it might annoy some of you that I say that several times, many times on the show, but moving forward, okay.

Let's get back to Rebecca, cuz that's why you're here. But first, how much are you paying attention to the humans you're trying to help? How well do you know their habits, their needs, their desires? It is really important to know all of these things when you're trying to implement amazing advertising strategy.

But don't take my word for it. Here's what Rebecca had to say.

Rebecca Bugger: One thing that we always tell our clients is that you need to know where your market lives. Is your market spending time on Facebook? Are they driving? Are they out and about in the community? Where are the people that you want to reach living at? And what kinds of habits do they have? What are they doing? And that's how you can define where to reach them.

One strategy is not gonna be enough, so just having ads appear on Google, not enough. Just having a billboard, it's not enough. The thing that we tell people is they have to keep seeing who you are, and knowing who you are in the places that they're comfortable.

So, you know, we know influencer marketing is a really big thing right now. Anytime I'm talking to a clothing company, for example, and they want to run Google shopping ads or Amazon ads, I tell them their organic social media strategy on the advertising side of things has to be active and running at the same time as any other ad strategy.

If you have a billboard up, you have to have an influencer that's talking about your product and sending people to your website. At the same time, just choosing one facet of it isn't going to be enough. You need to have that connectivity. So if you are trying to reach moms of children under two—still important to figure out where they're spending time.

Maybe they are taking walks in the park, so you should have a billboard up at a park or you can geotarget that park so that when they're sitting on the bench waiting for their children playing on the slide at that point in time, maybe they get on Facebook and we've targeted that park in a way that they're getting served ads to purchase a product that you think is perfect for these moms.

You know, older people don't spend as much time on social media, so maybe you still need to do direct mail marketing to people. I know that hearing aid companies are a great example of that. They're still sending direct mail out to people who are over the age of, you know, 70, 75, because serving them ads on Facebook or on Google is isn't something that's going to work.

In order to understand how you're developing that advertising strategy, you have to understand your target market and you have to home in on it in a way that you are giving them an easy way to becoming a customer or a client.

George B. Thomas: Did you catch the granularity that Rebecca talked about? If they're a mother at a park, an older person who might need print advertising, and of course, I hope you heard how she tied it all back from knowing your humans at a deep level to then sending them to a destination designed to convert easily. Some great words from Rebecca so far today.

Anyway, it's time for some words of wisdom. We're gonna kick it back to Rebecca and some words of wisdom around this topic of what advertising strategy is best for your business. Listen in. Get ready to take some notes on this one.

Rebecca Bugger: I think that one of the biggest things that people need to understand when they're marketing today and coming up with plans is they need to have an expert, whether it is a full service agency or different experts across the board when it comes to advertising. Right now, it's almost impossible to do it on your own.

I mean, there are hustlers out there that figure it out, but there are so many ways that you could literally be throwing your money to the wind if you try to do it on your own. That's your best case scenario, especially when it comes to digital advertising. I get two calls pretty consistently on the business development side of things here. One is "I've been doing it this way for 10 years and now it's not working" and "I don't understand why it's changing every single day."

It is becoming something that we have to consistently be watching. You can't set a campaign up on Google or Facebook and just let it run anymore. The types of campaign strategies that you're using on those specific platforms have to be specific to your business, and they have to be optimized and looked at in a way that is going to make sure that you aren't losing money on a daily basis.

So whether it is hiring someone to do your graphic design so that it's set up in a way that is actually appealing to the eye and that they know this style works particularly for your business vertical, or someone to design you a quality website that is set up to convert customers or having an expert person answering your customer service lines at your business.

You can't do it all yourself anymore. There's too many facets to marketing, so making sure that you're working with someone that knows what they're doing, understands how to look at your business specifically, and isn't giving you a cookie cutter template on what to do... is so important.

George B. Thomas: Are you trying to do it alone? Do you need to find a great partner? Are you stuck in that hole or are you throwing your money to the wind and not in a good, like let's make it rain, way. I hope not. And if so, today is the best day for change. And optimization. I hope you heard Rebecca say that word.

Have you enjoyed today's journey? Let us know. Use the hashtag #mpb2b. Head to the description below. Yep, it's now getting towards that time. Head to the description below. Click on the link to the full Marketing Smarts Podcast with Rebecca Bugger and keep on learning more about advertising for your business. Remember, these were just a few clips from the original Marketing Smarts interview, that, by the way, was sponsored by Mountain and Terminus for that podcast.

If you got value outta today's show, hit that like and better yet share it with a friend to keep learning more. Hit that subscribe or watch additional MarketingProfs videos right here on this channel or platform that you're on, or go tune into the original Marketing Smarts podcast episode on your podcast app.

Don't forget to become part of the MarketingProfs community by heading over to mprofs.com/mptoday. And as always, remember to be a happy, helpful, humble B2B marketing human. And we'll see you on the next Marketing Smarts live show next week.