I find when reviewing online marketing strategies in student assignments or real-world live assignments that the different aspects of strategy often aren’t well integrated.
Although online marketing strategies are usually well structured into the SOSTAC® structure featured in our online marketing strategy template, the sections aren’t often well related. It’s not clear how each strategy is supporting a goal or the analysis on which its based.
A simple method of showing the integration and providing a one pager summary of the digital strategy summary is to use a table set out as below with separate columns for SMARTER goals (see end of page), substantation (based on the situation analysis) and strategies. This can also include the KPIs for success.
Many marketers are using or have tried Google AdWords, the auction style advertising platform that allows you to advertise on Google sponsored search and content networks, commonly known as pay per click (PPC).
This guide shares my experience of actively using Adwords as a small business owner who manages their own campaigns. I’ll run through the steps to review Adwords to improve traffic quantity and quality to give more conversions. In the second part I’ll go into more detail on the optimisation.
I have been using AdWords for a while and overtime I have gone through many phases of continuous tweaking and re-structuring to improve conversions and I am always looking at ways to make it a cost effective marketing tool. Whether you are starting new or have been using it for a while, it is important to understand some key areas within your account to improve the performance and gain return on money spent on campaigns. I will run through some of the areas related to account structure and Ad Creative in this post.
Back to basics – how is Adwords structured?
As you’ll know, Adwords setup involves you … » Read our full article
Whether it’s upgrading hosting, improving your URL structure or simplifying information architecture upgrades to your web presence are inevitable for every company.
As more companies reach the limits of their current web investments, many are worried that significant change will impact their organic listings and SEO performance. I’ve even seen a company maintaining two websites, frightened that merging would reduce their organic rankings, even though it was near impossible for users to find anything.
Whether you are an in-house marketer or an agency specialist, in my experience if you are able to plan ahead and factor in SEO migration tactics to your project you will find a smooth transition. Often the very fact you engage with the search engines can provide improved rankings on the other side.
In this article I look at 5 tactics to help you in the event of a large scale migration or upgrade.
- Benchmark your current performance
- Befriend your search engine
- Cherish your most valuable links
- Limit the impact
- Manage the bounce.
Step 1 – Benchmark your current performance
Sounds obvious but do you know exactly how visible your site is currently? To effectively establish your current … » Read our full article
In the days of Heraclitus, mobile messages involved horses. But his wise words about the constancy of change apply so well to mobile email.
Mobile long meant a senior executive armed with a BlackBerry that turned HTML email into something suited to a modern art exhibition.
Email designers scratched their heads and hoped the problem would go away. Email marketers took solace in the fact that most audiences were BlackBerry-free. Then along came the iPhone and mobile email has never been the same.
Keeping your head in the sand is no longer an option: mobile email is one of the four trends driving email marketing change. This post explores the challenges and solutions for the forward-thinking marketer.
An introduction to on-page optimisation for SEO
Many of the posts or articles on Search Engine Optimisation (SEO) that you find on the web today will talk about emerging trends or the latest tools to manage this or analyze that, it can become too easy to lose sight of the core building blocks that help shape a successful online business.
Working closely with Dr. Dave Chaffey, we have created the first of many ‘back to basics’ guides that we hope will help companies who lack outside or internal expertise review their own digital marketing effectiveness – a DIY approach.
You can download the on-page SEO template at the end of this post.
We hope that anyone who writes or reviews copy who isn’t an SEO expert will find the guidelines and examples useful.
What is on-page optimisation?
On-page optimization is an essential tool in your natural search-marketing toolbox. Each page of your website is an asset you can use to help your business rank higher in the search engines. On-page optimisation often involves applying a simple set of guidelines to ensure every page on your website is working … » Read our full article
