Mo Harake

Unlock the power of visibility with San Jose's premier Search Engine Optimization services. Elevate your website's ranking and seize the spotlight in the digital realm. Let's journey together towards online success! #SEO #SanJose #DigitalMarketing

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Less clickable ad channels have massive gaps between attribution and true incremental contribution. Let's go with an extreme example, CTV vs pmax. • CTV: other than dorky QR codes no way to "click" • pmax: heavy click-based shopping feed ads (high CTR) If you're using a basic click-based attribution system (like GA4 or any tool that uses a "modifier on click attribution"), then it'll look like: • CTV: 0 ROAS • pmax: 5x ROAS People usually follow along up to this point, but, they make the mistake of thinking that TV somehow has some kind of mystical property. Only it is removed from the attribution conversation (or we use some complex programmatic view-based IP address household attribution). But it isn't just CTV. It isn't magic. The way that marketing works is that the vast majority of its impact is: • Subliminal • Within milliseconds • Cumulative over time And further, the more senses that are engaged and the more attention the user inputs into the advertising, the more quickly it reaches that point of mental saturation. Humans are multi-sensory creatures, so multi-sensory ads work better: • Motion and video • Sound and music • "Authentic" contextual product shots Seeing a handsome model wear the clothing item is much more effective than just showing the clothing item on the rack. But this same logic applies to the ad channel/medium as well. Text based search ads or tiny product images are significantly less mentally engaging than a television commercial. Imagine a spectrum: • Tiny text ad: low impact, high click ... ... ... • TV commercial: high impact, no click Along that spectrum there's a whole swath of digital channels (TikTok, Pinterest, YouTube, etc) that are closer to the TV side but that constantly suffer from attribution issues. Why? Because nobody clicks on those ads (less than 1% CTR). I speak with CMOs every day, they say things like: "How can I scale? My ROAS is too low." "I want to invest in TikTok but the results were bad." "We tried YouTube but went back to paid search." The issue isn't that they're dumb or ignorant or acting in bad faith, it's just that there's a fundamental misunderstanding of how measurement works. Clicks =/= impact. And the entire attribution chain is based on clicks, even with "view through conversions." If you want to scale and grow the ROI of your program, you MUST understand the true incremental impact your ads (and channels) deliver to your business. • More senses = likely more impact • Lower attributed ROAS = likely high iROAS coefficient • Lower funnel clicky = likely less impact but better ROAS 2025 is the year of marketing heads rolling. Profitable ROI is a must-do-can't-fail and so many brands I talk to aren't ready for what's coming. #attribution #incrementality #measurement

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Focus on who you serve and the specific pain points you solve. Tune in to catch the full conversation and insights on how to set yourself up for marketing success! 🔗 Watch the full episode: https://lnkd.in/gKx-wyXB Listen to Buzzsprout: https://lnkd.in/eQyiWdSQ #MarketingStrategy #Mindset #BuzzworthyMarketingShow #BusinessGrowth #PodcastEpisode #LinkedInLearning #MarketingTips

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Using DOOH planning and forecasting tools like Hivestack's Planner for #DOOH, brands and advertisers can maximize their DOOH outcomes. Among a number of benefits, such tools help empower advertisers to visualize campaigns, make informed decisions, and streamline the planning and approval process. Read more in this article by Hivestack:

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How to reach all your target marketing for dental implants and full-arch There's different ways to reach your target markets for implants. I was evaluating them for cost and ROI, and came up with this little analysis. Online via Facebook, Google Ads or search engine optimization. These are the more workable digital methods. They are also highly competitive. Spend for digital campaigns for dental implants usually starts at $3000 just to get your foot in the door, and that's not including any management fee. Facebook has become especially popular for marketing implants and full-arch. It has definite pros: you can have large, compelling ads, including video, and you can target implant audiences. After speaking with many dentists about their Facebook campaigns, however, I found that the actual percentage of conversions from the leads from these campaigns is usually very low. Plus the leads require a lot of work to get them into the office. Radio or TV ads. These can be effective, but also costly, and subject to dwindling audiences. It's too easy to go to the next channel or just skip the ads altogether. Direct Mail. Direct mail is sometimes considered antiquated and not workable. The actuality is that it can be highly workable, it just depends on the type of direct mail. A big pro for direct mail is that it can go right into the homes of people who are not looking online, yet are prime prospects for implants or full-arch treatment. Direct mail such as postcards or simple brochures can get general dentistry type patients, but usually rely on discounts and specials. They don't generally work for implants and full-arch cases as they simply don't have the space or authority to get someone interested enough to call the office. Our unique Custom Magazine Program was developed to reach all your target markets and get them interested and motivated to call your office. In fact, many of our clients say the magazine pre-sells the reader, making it easy to schedule them and get treatment acceptance. After setup costs, it works out cheaper than most digital campaigns, but can get you highly qualified callers. The magazine is unique in the world of implant marketing, and it's made just for your practice. It can make your practice stand out in your community and help establish it as the place to go for implant and full-arch treatment. We have helped many dentists and specialists across the US with our custom magazines, and I'd love to be able to help you, too. Give us a call at 855-486-2410 or drop us an email here. All the best, Keith  President  Gilleard Dental Marketing

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Brands across industries are seeing a decline in Google LSA results YoY. For a channel that regularly produces the lowest cost per lead, this can cause a lot of scrambling.   To alleviate some of the head scratching, here's a list of the factors for increasing LSA visibility (in no particular order): -Improve your review rating -Implement "Service Area Recommendations" (only if you actually service those areas) -List all relevant job types -Respond to leads as quickly as possible -Mark lead disposition (book or dispute) -Use bid strategy "Let Google set the right bid" -Use the "Messaging" feature if you can support it -Maximize your budget (least important factor) If you're doing all of these and still seeing decreases, you may be out of luck.   Here's why: -Number of providers has gone up significantly -Inventory has gone down (the reason is to “improve” things) -Reviews outweigh budgets -LSA is meant to show the “best” businesses, not prioritize the highest spenders It's not all doom and gloom, though. Google has tested three LSAs on a page rather than two in the past. If they were to expand this inventory, it would greatly help the number of total clicks going to LSA overall.   Likewise, the Messaging feature was not always available. Whenever a new product or feature becomes available in LSA, as long as you can swing it while maintaining the other ranking factors, it's likely going to improve your performance. Just make sure you're replying quickly and picking up the phone when it rings.   If you don't yet have LSAs available to you, keep an eye out. Google recently added five new categories. LSA started small, and now has over 70 different types of companies listed. #ppc #marketing

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Data is the biggest challenge most B2B CMOs are dealing with right now. There will be more changes to the main tools in the B2B marketing ecosystem in the next 12 months than in the last 12 years. - IP masking (already happening – will likely be systemic by the Fall – do you know which data sources and bidders are IP based? More than you’d think!) - Cookie deprecation (already happening – Google pushed till early next year because people just aren’t yet prepared – are you taking this reprieve to future-proof your business?) - Increasingly stringent privacy regulations (already happening – do you understand what will happen to data and your GTM motion when we rely on HEMs and MAIDs? Will the massive impact on our ability to scale media programs meaningfully impact your revenue?) These are questions many B2B CMOs are thinking about – but there’s a big issue. The only place to find answers is from data and platform vendors. These are good companies, and there are no bad actors, but they are also selling their own solutions in the best way possible. It’s extremely hard to navigate to the truth you need to be prepared for this emerging data environment. With that in mind, we’ve created The Data Dictionary for you to share with your team to do the basic job of codifying all the language and terms that matter when using data to execute an effective account-based (ABM) marketing strategy. It’s a living document that we will continue to update as the landscape evolves. It is the brain-child of the inimitable Mark Dye and I’m so proud to be able to share it. At The Imaginarium this is the work we do all day – Educate. Implement. Execute. We make sure our B2B clients identify the best possible system to drive growth, implement the tools and data that it needs to operate, and then support them through ongoing tactical execution. We do this for some of the best brands in the world. Let us know if you found the Data Dictionary helpful or if there are areas you think we should focus on as we continue to revise. Jonah Goodhart Toni Clayton-Hine Glenn Gaudet Dan Rosenberg Ali Manning Jessica Fernandez John Ruvolo Amanda Kahlow Patrick Reynolds Amanda St L Jobbins John McNeil Christine C. Cook Joe Zawadzki Putney Cloos Lynn Teo Gary Maggiolino Drew Neisser Gayle Meyers Christopher Burns Cynthia Gumbert Bernd Leger Hannah Budreski Scott Decker David Spitz Kate Ardini Frannie Danzinger Josh Golden Lynn Tornabene Janet Balis Jaime Punishill Anna Griffin Dan Petrossi Deidre Hudson Alicia Parker Jon Lombardo Jake Henry Jeremy Botwinick Jessica Koenig Jodi Lyons Miller @helen-shaw. https://lnkd.in/g5FGh6Es

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Schema markup is like cliff notes for search-engines, it helps them process information more efficiently and accurately (if done correctly). A definite must in your overall SEO strategy. https://lnkd.in/gfQyJJEY #SEO #schema #structureddata #marketing

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CMOs, don't forget to leverage innovation in your GTM strategy. Too often, aspirational ideas are left out of GTM plans because they are outside someone's comfort zone. It's ok to include these big ideas, even if they are never executed, because they stretch your idea muscles. Watch this video to learn how including big ideas can challenge and level up your B2B go-to-market plan.

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Came across the below hub of AI business insights relevant to B2B professionals. This research, from multiple organizations, essentially ladders up to the same point: AI has become the standard in marketing.

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Increase your customer contact rate of #LEADS from 50–60% to 80%+ with Agent Ai Chat Bot Powered by OpenAi and Anthropic. Are you still settling for 50–60% contact rates through traditional call centers? Say hello to Agent AI Chat Bot—the game-changer delivering 80%+ response rates on autopilot. Why AI Chat Beats the Old Way 24/7 Availability ⏰: Never miss a lead again. Chat bots respond instantly at any hour. Faster Engagement ⚡: Customers hate waiting on hold—AI responds in seconds, boosting satisfaction. Scalable Conversations 📈: Handle multiple chats at once without adding headcount. Cost-Effective 💰: Reduce overhead on call center staffing and infrastructure—win-win for your bottom line. Personalized Interactions 🤝: AI learns from user behavior to tailor offers, making every conversation count. Ready to break through the contact-rate ceiling and stop losing potential customers? Embrace AI. Unlock higher reach, real-time engagement, and a frictionless customer experience that puts your brand ahead of the competition. Goodbye, 60%. #Hello, 80%+ Level up your customer interactions with Agent AI Chat Bot and watch your conversion rates climb. www.theineedagent.ai

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Programmatic is problematic---> Precision targeted, cost efficiency, real-time optimization? What well-raised marketer wouldn’t hitch their wagon to that runaway train of goodness? Find out here: https://lnkd.in/enva2NVf #marketingtips #marketingagency #integratedmarketing #aimhigher

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Six point six percent. That’s the median conversion rate, according to Unbounce’s 2024 Conversion Benchmark Report. And while some industries see higher median rates on their landing pages — including events and entertainment (12.3%), education (8.4%), and financial services (8.3%) — most industries fall below that 6.6%, including SaaS at 3.8%, putting all the more importance on the converting factors that matter most. “The ongoing debate about whether email is dead or not has officially been settled,” the report says of the 19.3% conversion rate average seen by email, the highest converting channel, followed by paid social (12%) and paid search (10.9%). “Our data shows that visitors who reach your landing page via email convert 60% more than visitors from paid social, 77% more than visitors from paid search, and 370% more than visitors from display ads.” The report found that while mobile drove five times more visitors, desktop was a better converter by an 8% average. Other factors the report highlighted were readability, with simple and short page copy converting better than complex words. “The negative correlation between difficult words and conversion rates is 62% stronger than it was in 2020,” the report says, pinpointing the writing-level that seemed to boost conversions best as being in the 5th- to 7th-grade level. “This could be pointing to the impact of decreasing attention spans and tolerance for complexity. Research from The Science Survey shows that attention spans have decreased from roughly 2.5 minutes in 2004 to just 47 seconds in 2024.” #email #emailmarketing #conversionrates #emailmarketingconversionrate #emailconversionrate #emailmarketingsoftware #conversionratesoftware #AIemailmarketing #publishing #publishingindustry #digitalpublishing #mediapublishing #AIsoftware #AImarketingsoftware #digitalmarketing #digitalmediamanager #digitalmediamanagement #MarketingManager #MagazineManager (Photo Source: Unbounce)

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