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Posts tagged digital marketing

inSegment VPs Major Presenters at Strategic Margins Conference

inSegment was a presenting co-sponsor of the Strategic Margins Conference, an event held on May 17 and geared towards marketing best practices and innovations for banks, credit unions, and other financial institutions.  Produced by the Agility Resources Group, the Strategic Margins Conference brought representatives from over 45 organizations and 3 states together to discuss how to generate revenue in the face of economic turbulence.

inSegment’s VP of Digital Marketing, Ian Klein, spoke for over 45 minutes on digital marketing strategy and techniques, highlighting areas and tactics that are most beneficial to financial institutions.  In particular, he highlighted the key aspects of designing and building a bank website to act as a “digital branch location” for customers, where customers can find all the information – and act on it – that they would in a traditional banking location.  Additionally, Klein discussed how banking websites must also be built not only to inform and assist current customers, but also to attract and retain new customers as well.  If a website attracts potential customers in, but fails to incite them to leave their information or to sign up for an account, then the site has only done half of its job.  Klein also spoke about supporting digital marketing efforts, such as search and display marketing, as well as the importance of attaching real human connection to all digital marketing efforts.

The Strategic Margins Conference also included speakers from several financial institutions reporting on the current trends in their industry.  It also featured a keynote presentation from NFL Hall of Fame quarterback and former New England Patriot Steve Grogan, who spoke about the necessity of strategy to being successful in any endeavor, from athletics to business.

NFL Hall of Fame quarterback Steve Grogan speaks at the Strategic Margins Conference, of which inSegment was a presenting co-sponsor, on May 17.

inSegment’s VP of Sales, Dan Freeman, also participated  in the conference, moderating a panel on cross-selling strategies.  Overall, the event was a success, and one that inSegment was happy not only to be a part of, but to sponsor as well.

inSegment has a consistent history of successfully implementing integrated, digital campaigns for financial institutions, including banks and credit unions.  To see some of the work that we have done in this space, please visit inSegment Industries page.

What You Can Learn About Digital Marketing from Mad Men

If you’re anything like us, you were fervently awaiting the Season 6 premiere of AMC’s period drama Mad Men.  And while the 2 hour opening episode seemed to drag on a little longer than we had anticipated, we were one of the 3.4 million people who tuned in to see the latest exploits of our favorite marketing agency.  While the technology and the tactics of marketing and advertising are certainly vastly different, the underlying methods and themes of the work we do today is surprisingly similar to those of Don Draper and the Gang.  Here are the 3 takeaways we have really noticed about branding and marketing, from the men and women of Sterling Cooper Draper Pryce:

1. Know Your Customer:

In Season 1, cosmetic company Belle Jolie wanted an ad campaign that highlighted their extensive lipstick color collection.  However Don, with some help from Peggy, convinced them that their target audience of young women would not react well to message; as Don put it “No woman wants to be one in a box of a hundred”.   The agency really researched and understood the target demographic, and wrote specific, successful copy aimed specifically at them.

Segmenting and targeting your markets is an extremely important aspect of digital marketing.  From SEO to paid search, knowing who your customers are and what motivates them is the difference between success and failure.

2. Analytics Will Always Be Important:

In Season 4, Sterling Cooper Draper Pryce enlists the help of Dr. Faye Miller to research ad campaigns and to measure their results.  This is the first time on the show that we ever see any scientific basis or follow-up for a campaign.

Any digital marketer knows the importance of numbers, analytics, and metrics to a campaign, no matter the type.  While Mad Men promotes the slick design and emotional pull of copywriting and advertising, it shows here in Season 4 that you have to have the numbers to back it up, too.

3. But Content Will Always Be Key:

One element of advertising that Mad Men always emphasizes is the importance of the copy in the ads.  The art and design is sleek and impressive, but interchangeable.  What is really highlighted in each presentation is the content, and the connotations and emotions that each tagline and bit of copy will provoke.  Sometimes, this can backfire on the intrepid group, such as Don’s gloomy “The Jumping Off Point” pitch in the Season 6 opener.  The problems and products change, but what really resonates in each ad is the compelling content.

Content marketing is a critical component of digital marketing; SEO, paid search, lead generation, and social media marketing all rely heavily on the positive influences of creating and distributing consistent, quality content.  And this has evolved past the simple tagline and ad copy of Mad Men to include webinars, whitepapers and other assets; blog posts and social media updates; and website content and copy.  All of these elements must be clear, well written, and resonate with your audience (and be targeted to that audience!).

Welcome back, Don.  We missed you.  Even if you are misbehaving again.

Digital Marketing is Growing – Are You on Board?

Every marketer these days is aware that opportunities are aplenty online, but do you know just how important the digital realm is to marketing?  According to a new report by marketing research firm Gartner, 25% of surveyed marketers’ budgets were dedicated to digital efforts.  As Direct Marketing News reports, that is a projected increase of 9% for 2013.

What were the three main areas that those increased digital budgets were going towards?

1. Company Websites

2. Social Media

3. Digital Advertising

What does this mean?  Companies are recognizing that every aspect of their online presence, from their company website to their Twitter feed, is an opportunity to seek out, engage, and convert visitors into customers.  This research backs up our approach to digital marketing, is that strategically building your online presence with an eye towards conversion is the best way to stand out in a rapidly expanding, rapidly changing environment.

The study also stated that business to business companies tend to spend more on digital marketing than strictly consumer-facing companies.  As Direct Marketing News explained, B2B company success depends upon streamlining the sales process.  Optimizing a company’s website for sales allows a company to compress the sales cycle, and move other companies along the track without directly involving a sales team, which can prolong the sales cycle.  inSegment’s B2B clients all have tailored their websites o complement their sales process.  However, websites are also critical components of B2C companies for ecommerce operations and customer convenience.

inSegment’s company philosophy is based heavily on the finding s of this report: that a company’s digital presence can be strategically aligned to increase that businesses commercial interests.  Everything from a website’s design to a company’s blog can be utilized to provide customer and user engagement, increase a company’s industry reputation, as well as work as an arm of the company’s marketing department, identifying and capturing leads.  inSegment digital marketing services are based upon our Conversion Architecture, which outlines this belief in more detail.  We were extremely excited to see our own research and conclusions about digital marketing confirmed and supported in Gartner’s study, and in Direct Marketing News’s coverage of the findings.

And one trend we’re counting as an extra benefit noted in the Gartner report- as digital marketing budgets have increased, digital marketers salaries are also starting to rise!

The 3 Keys to Successful Keyword Research

Keyword research is a critical part of optimizing a website. The goal of keyword research is to determine which keywords will get your site a higher search rank which ultimately leads to more traffic. The driving question of this process is: how do I find the best keywords for my site? There is no one way to do this, but there are a few key things to keep in mind which will enable you to choose the best keyword set.


When performing keyword research one of the most important questions to ask yourself is “How relevant is this keyword to my website?” A keyword may drive a lot of traffic to your website but if the content of your site is not relevant to your visitors they will leave immediately. Relevant keywords those that are related to the products or services that you offer. Your end goal is to receive targeted traffic; traffic that will convert. If you optimize for the wrong keywords your site can still receive traffic but if your visitors don’t convert you might as well not have any at all. You probably have a pretty good idea what terms are related to your business, content or website. Now you need to figure out which terms will drive more traffic and, ultimately, lead to more conversions.


It is a fact of SEO that some keywords drive more traffic than others. When you perform keyword research you want to focus in on the terms that drive the most traffic to your site. Keywords have different search volumes which are based on how many people are using them to search. Once you have identified the relevant keywords with the highest search volume you can include them in your content in order to attract this traffic to your site.

Two important factors to note about traffic:

  • 95%-98% of traffic comes from the 1st page of Google results.
  • Ranking first in the Google search result gets you only 42% of traffic. This means that being the first result is not going to get you all the traffic but it will, often, get you the most.

This is why it is important to look at the traffic metrics of a keyword rather than just the search volume.


This is one of the most important factors in keyword selection but it is often over-looked. You don’t want to target a keyword if you can’t handle the completion. There are two things that you want to ask yourself when you look at your competition for a particular keyword:

  • How many sites am I competing against?
  • How strong are these webpages?

Both of these factors play a big role in determining how competitive a keyword is. For example, there could be a billion webpages that appear in the results for a keyword that you are considering. However, if most of them have a page rank of zero while your site has a page rank of six you have a good chance of showing up fairly high in search results.