So you have decided to hire a search engine optimization company as a part of your overall marketing strategy. The firm that you choose will have a tremendous impact on the success of your campaign, but you knew that already. However, what are your evaluation criteria? For too many companies, the answer is plain, simple, and singular: rankings. However, any search engine optimization company worth its salt can achieve high rankings of some sort. The true question is whether those search engine rankings are for targeted phrases that are in line with your overall marketing strategy. In order for your search engine optimization campaign to be truly successful, a search engine optimization company must understand your business, products and services enough that it can accurately promote them on the Internet. Unique Differentiators Every company has them. Every search engine optimization company should be interested in knowing what they are. These vital components of your marketing … [Read more...] about Does Your Search Engine Optimization Company Understand Your Marketing Strategy?
Profit impact of market strategy
We’re only 7 weeks away from the MarTech conference in San Francisco, May 9-11. This will be the biggest and best one yet, with 70+ sessions, 100+ speakers, 100+ exhibitors and sponsors, and 2,500+ marketing and marketing technology leaders gathering together to meet, learn, and be inspired by each other. If you’re working the intersection of marketing, technology, and management, this event has been lovingly hand-crafted for you — and I’m eager to give you a glimpse of what to expect. ut first, a quick alert: the discounted beta rate for tickets expires on April 1. (No, we’re not fooling.) So, if you want to guarantee a spot at a great price, I encourage you to register before that deadline. Here’s what an All Access Pass will give you over a whirlwind 48 hours… On the evening of May 9, we’ll kick off with a celebration of the winners of The Stackies & Hackies Awards. Unlike typical industry “awards,” which often are … [Read more...] about Master modern marketing technology leadership over 2 intense days
Forecasting is a delicate process which demands care. When prospective new clients ask our agency to build 12 month PPC projections, we often shudder. It isn’t that building forecasts is technically or theoretically difficult: stir reasonable monthly estimates of term-level click volumes and click costs into reasonable estimates of site conversion, bake at 350 degrees, and you have a tasty paid search sales and cost forecast. The problems arise when clients misunderstand the precision of the estimates (suggestion: always provide high and low scenarios to make your uncertainties explicit), or when clients overlook that forecasts are a direct reflection of their planned strategy (suggestion: revise and resubmit forecasts should their advertising strategy change materially during the year), or when slavish devotion to a forecast impedes smart marketing. To that last point: we once had a large client instruct us to turn off their search campaigns two weeks before Christmas, when … [Read more...] about Free Tool For Back-Of-The-Napkin Paid Search Forecasting
Non-profit marketing must catch attention, provoke emotion, and inspire people to act now! The digital marketing approach to non-profit success is a multi-faceted one and often requires B2B and B2C target persona consideration. Added to this, charitable and non-profit businesses tend to include requirements for delivering varied expected outcomes, ranging from donations by individuals and businesses to volunteering and other non-cash contributions. That said, many of the profit-making strategies employed can be directly applicable to non-profit entities, too. It is these ‘transferable’ strategies I will be focusing on in the remainder of this post, including ten strategies that pay off in profit and non-profit scenarios. 1. Effective Decision Making Starts With Big Data A primary part of any successful strategy revolves around situation analysis. This includes an objective review of all of the available data to which you have access. In many cases this will include an … [Read more...] about 10 Non-Profit Marketing Strategies From Companies
In 2016, I consumed more marketing material than I ever have. While the internet is packed with some truly awful content, it’s home to some real beauties as well. This post is intended to highlight some of the best things I read over the last year which, if you haven’t seen already, definitely need to be added to your reading list. My favorite posts are always those that inspire action and provide suggestions that you can take away and use yourself, and I guarantee that if you consume everything here and act on just a few of the tips, you’ll be a better marketer for it. So, without further ado… Starting with a recent post, this study from Matthew Barby is an incredibly useful insight into what’s required to rank well. It’s always nice to have some recent data that looks into ranking factors, and this post provides just that in incredible depth. Complete Guide to Keyword Research for SEO An extremely comprehensive guide to keyword research that … [Read more...] about 59 Marketing Posts You Probably Missed in 2016 (and Need to Read)