Now, more than ever, the average consumer seeks to be more informed, more cautious and does more research before entering the sales cycle. Inbound marketing aims to bring your content and product in front of this audience while they are in the preliminary phase of the buying cycle and can even double your website conversion rate. Unfortunately, about 40% of marketers still struggle to generate and prove the ROI of their marketing activities, which is why we invited Katy Katz, Director of Accounts at Marketing Refresh to share strategic insights on generating ROI from inbound marketing during our latest #SEMrushchat. Katy, along with our other chat participants, shared their own experiences and knowledge to the discussion. Here is what they had to say: Q1. What are the fundamentals of inbound marketing success? At its core, inbound marketing involves getting the audience’s attention, encouraging them to convert, and then analyzing your efforts to see what worked and what … [Read more...] about Generating ROI from Inbound Marketing #SEMrushchat Recap
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In the two-and-a-bit years that I’ve been working in Digital marketing, I’ve been keen to understand the reasons why we make the decisions we do in digital marketing. There’s a wide variety of ways to approach a problem, and although many of them have value, there has to be a best way to make sure that the decision you make is the right one. I wanted to take my evidence-first way of thinking and apply it to this field. In a previous life, I worked in clinical science, specifically in the field of medical physics. As part of this I was involved in planning and carrying out clinical trials, and came across the concept of a ‘hierarchy of evidence'. In clinical research, this refers to the different standards of evidence that can be used to support a claim – be that a new drug, piece of technology, surgical technique or any other intervention that is claimed to have a beneficial effect – and how they are ranked in terms of strength. There are many … [Read more...] about The Hierarchy of Evidence for Digital Marketing Testing
In August Google quietly began incorporating small, clickable areas within maps, for parks, landmarks—and yes, even some businesses. These clickable “landmark icons” appear for any kinds of searches, even simple address searches. For a business, what does it take to achieve “landmark” status? Online mapping providers have long offered add-on features beyond the basics of streets, cities and address pinpointing. Additional features have included things like county boundary lines, lakes, rivers, creeks, parks, major local landmarks and historical or cultural places. When you think about it, inclusion of distinctive natural features and landmarks makes a lot of sense in maps. Not only are they things which people may frequently try to find, but landmarks by their nature also help people to further orient themselves when trying to give directions or recognize where they are in relation to the environment. Example of Landmark Business Icons in Google … [Read more...] about Can Your Business Achieve Landmark Status In Google Maps?
RKG has long been interested in the question of online to offline spillover. We’ve also long been critical of the sloppy, ill-conceived tests that have misled many advertisers on this spillover in the past. We’ve recently participated with a few of our retail-chain clients on more carefully designed studies to get a more responsible answer to this question. The Conventional Wisdom You hear numbers thrown around all the time about the online to offline spillover factor. I’ve heard that for every order tracked online there are 4, 6, 7 — I even heard 10 once — offline orders driven. All of these numbers are misleading and often are cited by people who have a vested interest in leading people to believe online advertising is even more valuable than it is. It’s not that the numbers are made up — they just don’t mean what some folks imply that they mean. For instance, let’s say you’ve based your spillover estimates on customer … [Read more...] about Paid Search Drives Store Revenue… But How Much?
Google conspiracy theories aren’t new. Everyone likes to believe their rankings have tanked thanks to something other than poor-quality content or bad linking practices. In reality, a lot of people are guilty of less-than-great SEO. At the same time, it’s hard to ignore the fact that some businesses, no matter how “white hat” their methods, can never seem to gain traction in the SERPs. If you’re having trouble getting the traffic you want, it might just be conspiracy fact. A Small Business Problem: The Adwords Platform Isn’t Very Friendly One of the first nuggets of marketing advice you’re given, as a small business owner, is to market online using Google Adwords. It’s supposed to be a relatively predictable, and affordable, method for generating new leads. But, that train left the station years ago. Google Adwords is expensive, and it’s mostly where large corporations (or super-savvy and experienced marketers) play around with ad … [Read more...] about Does Google Discriminate Against Some Businesses?