- 15 Oct
Build a Cross-Channel Lead Generation Strategy in 4 Steps
by Brett McHale
Cross-channel marketing is an important element of your lead generation strategy. But figuring out the details isn’t always easy. It’s tricky to determine how to approach the relationship between each channel.
Questions. Questions. And More Questions.
And it doesn’t get any easier, especially if you’re considering all the relevant questions, such as, how much budget do I allocate to each channel? Or, how do I get the most out of each channel? and even, how can I better connect what we’re doing on Google to what we’re doing on Facebook?
Once you begin marketing on multiple platforms, it becomes apparent that certain strategies work for more than one channel. While others may only apply to one of them. So to help, Brett McHale brings us an easy to understand guide. With this guide, he walks us through four steps to create a strong cross-channel strategy so that you can get more out of each of your advertising channels.
- 05 Sep
The Complicated Relationship Between Social Media and SEO
by Kipp Bodnar
Inbound marketing is in the middle of an interesting evolution. While search has traditionally been a major source of traffic and leads for businesses leveraging online marketing, that is changing. Now, with the growth of social networks, social media marketing is becoming even more important.
But, Which is More Important?
The answer? Both can be key to your strategy. They both can, and should, work together. But the key to understanding how and why they need to work together is to think about the problem both search and social solve. They both offer information discovery. And, leveraging both strategies will give you more chances for audiences to discover your brand.
As a marketer, how can you integrate your efforts across both platforms? To find out and to learn how to apply this to your unique business environment, read the full article at the HubSpot Blog
- 05 Aug
How to Use Topic Clusters to Drive SEO Performance
Today, it’s no longer enough to do keyword research. While this has served as the basis of the vast majority of SEO strategies over the last decade-plus when creating content, it is beginning to drift into the fog of history. Now, we need to think more holistically about our content.
And That Means Using “Topic Clusters.” But, What are Topic Clusters?
Topic clusters are a relatively new way to think about how to write and organize content. From now on, no blog post, article, or other digital content should exist only to include the odd long-tail keyword phrase. When you write, you must think about where your content fits into the bigger picture – a picture that a topic cluster content model builds for you.
But, why are content marketers and strategists using them? And how can you start using them yourself? Let’s examine the topic and see if it’s a good fit for what you want to accomplish in this article by Eric Goldschein on Jeffbullas’s Blog.
- 16 Jul
SEO is More Than Just Keywords and Links
The traditional ways of using keywords and links to build SEO rank is changing. As search has moved towards artificial intelligence, and now seeks to determine intent, the dynamics of what was good SEO have evolved. Now, instead of relying specifically on keywords we need to focus on new factors.
Ch, Ch, Ch, Changes . . .
Admittedly, the traditional SEO practices are not dead. But they are becoming more and more outdated. Today, there are a range of other factors that can affect your ranking results. Chief among them are your critical digital assests, your content and web pages.
And if you see that SEO and the performance of your digital assets is is important, then you need ot understand that SEO can be a full time job. And keeping up with the latest trends is difficult as the space becomes more complex. So to help, here are some general SEO tips to think about when writing content and building out your pages on the Heinz Marketing Blog.
- 26 Jun
4 Keyword Research Strategies to Find Your Product-Market Fit
All too often, keyword research is seen as only useful for SEO. And, therefore, is considerd to only be useful when driving growth for an existing business. It seems that a lot of people see keyword research as something that comes into play only once your business has already created its products. But what if we have it all backwards? After all, there’s little-to-no ROI in getting eyeballs on a product people don’t want.
Why Use Keyword Research for Product-Market Fit?
Product-market fit is one of the first things to think about when you start a business. And ideally, you never really stop thinking about it. As your audience grows, their demands change. And their needs evolve. So, you’ll need to constantly adjust your strategy so it serves them best.
This may all sound complicated, and it can be. But not if you stay in tune with what your market wants and needs. And keyword research lets you do that at every stage of business growth. And, to learn how to put this all together for your business, read the full article at WordStream.com
- 08 Jun
Bing PPC Ads: How They Work and How It Compares to Google Ads
For most of us in marketing, when we talk about Pay-Per-Click, we usuall think of Google. Alternatives to the search giant are either not considered or relegated to a minor role. But, Bing, the search engine is powered by Microsoft, strives to outdo Google at every turn. And it has some value that we may not have considered before.
Bing, Working to be The Giant Killer
It’s an ambitious goal. But, there is one place where Bing differentiates itself is through its Pay Per Click ads or PPC. While Google Ads offers a popular PPC feature, Bing’s has unique advantages that distinguish itself from the search engine giant. And, if you’re the cost-conscious owner of a small- to medium-sized business, you may be more interested in Bing’s PPC benefits than Google’s.
To find out why and to see a break down how Bing PPC ads work, as well as how they compare to Google Ads, read the full article at HubSpot.com
- 22 Apr
Three Actionable SEO Techniques to Improve Your Website Right Now
by Matt Bassos
We have been told over and over by digital marketers that you need to be serious about SEO. Now, businesses that rely on organic search visibility for sales and conversions know the importance of SEO.
And ranking for keywords is becoming harder and more time-consuming. The complexity is increasing with each iteration of Google, Bing and Yahoo as they mold their algorithms to create a better search experience for their users.
But you can still take steps to improve your organic-search visibility. It all comes down to building the authority of your business and brand across the Web. In this article by Matt Bassos, he gives us three actions to take to ensure better SEO results, particularly if yours is a relatively new business.
So, to learn what they are and how to use them, read the full article at MarketingProfs.com
- 09 Apr
How User Intent Affects Your SEO Performance: Intent-Based Keyword Research
by Inna Yatsyna
Early in the ‘era of search’ keyword research was quite a simple thing. All that was needed was to collect a wide range of all the words somehow connected with your content. And then, it would rank high. At the time, search engines’ algorithms were mechanical and robotic. So, looking for the pages relevant to queries, they relied on the number of similar keywords.
Times, They are a Ch, Ch, Ch, Changing . . .
Some of the newer technologies of machine learning now allow search engines to provide users with high-quality and relevant results based on their intent, not just on the words they use. That’s why building your SEO strategy around high-volume keywords doesn’t work anymore. Today there are loads of factors which matter for your website ranking and for traffic it drives. And user intent is one that matters significantly.
Well, what actually is user intent? And how can you use it? In this article, Inna Yatsyna takes a look at what user intent is, and how it should affect your keyword research. So to better understand it, and equip you to be able to develop your SEO and improve your content strategy, read the full article at Jeff Bullas’s Blog.
- 04 Apr
Google Shopping Ads Benchmarks for YOUR Industry
by Mark Irvine
We now know that, today, one out of three paid clicks on the SERP go to the shopping ads. And ecommerce advertisers know that they can’t miss the prime digital shelf that shopping campaigns
It is particularly difficult when you’re launching your first shopping campaign. It can be daunting to know whether you’re doing a good job. And many advertisers may be surprised to discover that their Shopping campaigns perform differently. Some may have different click-through rates, costs, and conversion rates from their search campaigns.
So how should you expect Shopping ads to perform in your industry? To see what he came up with and to get the benchmarks for your specific industry, read the full article at WordStream.com
- 18 Dec
The Art of SEO Copywriting: Creating Epic SEO-Friendly Content
The argument rages on. What makes for great SEO development? Is it the content? Or, is it some unseen hand baked into an algorithm?
Some say that the secret to good ranking for your marketing content lies in SEO’s technical side. Others veer towards creative, meaningful SEO copywriting to generate SEO engagement.
There is an Art to Developing Content That Drives SEO Success
However, the art of SEO copywriting goes much deeper than meets the eye. Creating truly epic content which is SEO-friendly isn’t an easy task. Let’s take a look at what makes SEO tick, why copywriting matters and how you can make the most out of this digital phenomenon at Jeffbullas’s Blog.
- 13 Nov
Which Google Ads Network Is Right for Me? A Pocket Guide
Search. Display. Shopping. YouTube. Each Google Ads network represents unique value. You know your niche, the makeup of your business, and what you want out of your campaigns. But you’re working with a finite budget, and you want to maximize the return on every ad dollar you spend. So, the million-dollar question remains. Which network should your ads live? Or better yet, how do you allocate funds across these networks to maximize ROI? Is PPC just a giant game of Bingo?
Short answer: kind of. But it doesn’t have to be frustrating.
Especially if you’re on a budget—which, on some level, everyone is—choosing the right Google Ads network for you can feel a little like buying a car. You want to leave the lot with a vehicle that, over time, offers the most valuable return. Leave with the wrong vehicle—or, in the case of the advertiser, spend your budget in a network that doesn’t allow you to meet or exceed your campaign objectives—and you’re stuck with an asset you’ll want to lose as soon as possible. In either case, it can feel like there’s little room for error.
So, to give you a big of guidance, WordStream came up with a complete pocket guide to choosing the Google Ads network that works best for you. And to get a quick look at how they shake out, read the full article at WordStream.com
- 03 Nov
Facebook Ads Checklist: 5 Quick Questions to Ask Before You Hit “Go”
Congratulations, you got your ad spend approved! SEM is ready to go, display ads are starting to get served up, and your new native advertising partner has such a subtle touch that the users will never even know (yeah, right…). Now it’s time to finish up your Facebook ads and hit “go.”
Not So Fast, There . . .
Your Facebook ads shouldn’t just be passable to get started. They should be set and ready to start attracting clicks and generating leads right away. To make sure that your ads are good and ready, take a few minutes and go through our quick Facebook Ads Checklist before you start spending that money.
Here are the five questions you need to answer before you launch that new Facebook ads campaign at WordStream.com
- 19 Oct
TV Ads and Word-Of-Mouth Sway Purchases for Gen Xers
- Oct 19, 2018
- Dan Hoff
- Gen X Marketing, Generational Marketing, Marketing to Millennials, Word of Mouth
Does your business depends upon marketing and advertisement campaigns? Then you probably would like to know the latest trends and supporting data. Plus, if you sell to a specific demographic, then it would be even better to know what buyers rely upon now to make their purchase decisions.
What Better Way to Find Out Than to Ask Them
Recently, Marketing Charts released their US Purchase Influencers Report for 2018 [download available]. They set out to understand what it was that has the greatest influence on purchases by generation. And to do so they looked across the range of potential purchase influencers. This included TV ads, email offers, search engine recommendations and even recommendations from friends.
To see what they found, and for a chance to download the original report, read the full article at MarketingCharts.com Read More »
- 08 Aug
How to Do Keyword Research for SEO: A Beginner’s Guide
by Rachel Leist
Google always manages to keep us on our toes with all the algorithm updates they keep rollin’ out. But, one thing has stayed pretty consistent for inbound marketers looking to optimize their websites for search: keyword research.
Yep, the need to do keyword research has stayed the same. But, how you actually do it hasn’t. With all of the changes Google has thrown at us and the added techniques and tools that came with those changes means that finding those golden ticket keywords has changed as well.
So, if you are wondering How to Research Keywords for Your SEO Strategy, then read the full article at HubSpot.com
- 16 Jul
Google Responsive Search Ads: 13 Facts & Best Practices You Need to Know
by Mark Irvine
Google never disappoints at their annual Google Marketing Live event. And this year was no exception. Among the many new ad features and tools they announced, one in particular stuck out as a real potential game-changer – Responsive Search Ads.
Google Newest, Largest, Most Flexible Search Ad Format
Responsive Search Ads are potentially the most revolutionary change coming to your search campaigns since 2016, when Google first released Expanded Search Ads.
So, what exactly is changing? Here are 13 things advertisers need to know about Responsive Search Ads at WordStream.com
- 14 Jul
11 Big Changes Coming to Google Ads: What You Need to Know
by Allen Finn
Recently, at Google’s Marketing Live event a whole host of changes were announced. And any one of those changes can have a huge impact on your digital marketing efforts.
During the event, Google Senior VP of Ads, Sridhar Ramaswamy noted that today we operate in a world packed with more curious consumers. Those consumers are far more demanding. And they are way more impatient.
But, People Aren’t Stupid
And that means that today, our prospects expect us to deliver in our ads. They expect ads that offer personalized, hyper-relevant solutions, not generalizations. They want answers yesterday. And they want to save money. Put more eloquently Sridhar said that, “People don’t see value in advertising if they don’t feel valued by advertising.”
So, to see the 11 most interesting features and changes announced at Google Marketing Live, read the full article at WordStream.com
- 11 Jul
The Only Off-Page SEO Walkthrough You’ll Ever Need
When it comes to SEO, there are two approaches you can take to increase the search rankings of your website. They are on- and off-page SEO. On-page deals with what you can do on your own site to increase your rankings. While off-page deals with what you can do outside your site (on other sites, hence, off-page) to raise your rankings.
Both are equally vital to making sure that your site gets found in search
Optimizing your site for off-page SEO means you’ll have to improve the way that both users and search engines see your site in terms of credibility, authority, popularity and relevance, just to name a few factors. A broad simplification of this is that other sites on the web (ideally, respectable ones) will link to your content to essentially promote or vouch for it. Which, circling back now, has major benefits for your site’s reputation.
But, how can you make it really work for you? And why should you worry about it? Find out by reading the entire article at WordStream.com
- 05 Jul
Goodbye, AdWords. Hello Google Ads
by Allen Finn
Google has made the executive decision. They are going to consolidate its overwhelming abundance of ad products under three brand new umbrellas. this will include their Google Ads, Google Marketing Platform, and Google Ads Manager. And, in fact, in the process, we are saying goodbye to the digital marketing world’s favorite: AdWords.
You Didn’t Misread That
Google is in fact sunsetting AdWords, but in name alone. This and a slew of other shakeups (more consolidation! Smart Campaigns!) were announced by Google’s Senior VP of Ads and Commerce, Sridhar Ramaswamy.
If you are wonder what this all means and why this rebrand is happening now. Or if you would like to understand what Google Ads means for the future of keywords, then read the full article at WordStream.com
- 13 Apr
Google Search Trends: How Results Pages Are Evolving
by Ayaz Nanji
To successfully market and get the results that your business needs, you need digital marketing. And, a huge part of digital today is search marketing. But, to find success, you need to understand how your buyers are using search and how they search. And, even more importantly, you need to know how the results are being shown to them.
Enter SERP . . . The “Show Me” State of the Digital Kingdom
According to recent research from Searchmetrics, the days of initial Google SERPs including organic results are long past. And, currently, most initial Google Search Engine Results pages (SERPs) now include a mix. But, now results are a blend of some classic organic results and Universal Search elements.
To see the data and insights, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 20 Feb
Your Google Rank Doesn’t Matter Anymore
Back five or six years ago, we had all the information we needed. It was there, all within Google Analytics, and you could get relatively accurate search volume estimates from within Google’s Keyword Tool. However, that changed. Google move to encrypted search. The tools and services we used to that point were rendered less and even ineffective in measuring the impact of organic search on a granular level.
Changes. . . All These Changes
Next was Google’s decision to move search volume estimate within their Keyword Planner tool to show estimates in broad ranges. These changes have forced marketers to adapt their search strategy. Now they need to focus less on individual keywords and shift to a topic-centric content strategy. This is especially true for content sitting at the top of the funnel.
Now, to find out if your Google Rank even matters now, and what you can do about it, read the full article at HubSpot.com