Attribution, publisher transparency, behaviour, and segmentation are all key features
Retargeting is often seen as a quick win when it comes to digital marketing; simply re-engage with people who didn’t convert and optimise accordingly. With the 5 tips below, you’ll be able to drive more efficiency and growth from your retargeting activity.
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1. Use Attribution to measure the ROI of your campaigns
To gain a true view of the performance of your retargeting activity, you must measure it within an analytics or attribution tool. This will allow you to see the…
Google Alerts is no longer enough. You need software that will go beyond blogs and news websites to monitor everything that’s going on with your brand.
When it launched, Google Alerts was a revolutionary service. For the first time, Google made content monitoring available to anybody. Whether you were a business owner or a Britney Spears fan (that’s a 2000s reference, right?) you’d get notifications every time someone mentions the keyphrase you put in the GA search bar, an option that was previously only available to huge corporations.
However, monitoring the Internet in 2003 was much easier: Facebook was still a college-based startup, Twitter didn’t even exist yet, and the social interactions were happening mostly around blogs. If you wanted to find out what people were saying about your brand, personal blogs were the place to be, or rather, monitor.
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Content marketing that makes use of SEO should be a core marketing strategy for any e-commerce company
Are you looking for a way to systematize your e-commerce content marketing? Would you like to be able to more easily delegate the keyword research and content creation tasks to one of your subordinates? Would you like to turn all of this into a standard operating procedure that can be used over and over again?
In this post, I'm going to walk you through an overview of a very specific process that can be used by e-commerce companies for their SEO and content marketing. At the end of the post, I'll point you to a number of pre-made standard operating procedures that you can easily download for customization and use within your e-commerce business so that you can more easily convert your target audience into customers.
Content marketing strategy
Content marketing that makes use of SEO should…
A step-by-step guide to producing a plan that will attract, engage and delight customers
Building a strong brand, attracting new prospects and retaining customers requires a strong integrated marketing strategy. This will use a combination of both outbound (push) and inbound (pull) marketing. For some businesses, such as start-ups, small local companies and even larger B2B companies with limited ad spend, outbound marketing can be expensive and risky. However, inbound marketing can be more accessible and focuses on building demand by giving people compelling reasons to come to you.
The term 'inbound marketing' originated in 2006, coined by Hubspot to explain how marketers can attract interested prospects using content marketing, social media and SEO. According to Hubspot:
"Inbound marketing is about creating valuable experiences that have a positive impact on people and your business."
Hubspot’s framework distills inbound marketing into three components.
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Understanding differences in culture can help you build more effective content to reach beyond borders
You only need to travel abroad or spend time with people who don’t come from the same place as you to see the impact of culture. The way a person acts, interprets or responds to different situations will be, to a great extent, influenced by their own cultural context.
There are many examples of brands trying to take culture into account and unfortunately, the results are not always positive. Whilst some receive industry appreciation and sales uplifts, some are left writing official apologies.
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Toyota went to great lengths to integrate cultural differences and motivations into their communications, with their …
Recent news stories have shown influencers in a bad light, which could impact their effectiveness when it comes to brand partnerships
You can’t scroll through Instagram nowadays without seeing a perfectly posed photo posted by an “influencer” either selling something or themselves. This hugely popular form of marketing has really taken off, creating a new breed of celebrity and opening up now opportunities for marketers.
However, you have to question whether influencers take things a little bit too far and whether they are actually influential in the first place. It’s all well and good working with a brand that you believe in and want to recommend to followers, but the influencer world now seems to be more about freebies than authentic recommendations.
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The first 90 days as a marketer can tell you a lot about the business and its customers, as well as help you show what type of marketer you are
“Ergh, urm I - er, I’m not sure”.
That was me back in 2008 when I started my career in marketing and was introduced - unexpectedly - to my MD. I wasn’t expecting to bump into them, and at that moment when I was asked who I was and what I planned to do in my new role - a simple question - I lost the ability to speak.
Why hadn’t I prepared an elevator pitch for this very reason?
What a great first impression from the marketer who’d said in the interview she had the ability to communicate effectively and, as such, would be the right candidate to help craft the voice of the business.
After this, I swore I’d always prepare for whatever…
How do you make sure that your website’s user experience is on par with your visitors’ expectations?
There is a very close relationship with a website’s user experience and the conversions you generate from it. Getting traffic to your website is only the first step; from that point on, you need to provide a good enough user experience to make your visitors want to hang around for longer and even more so, convert.
But how do you make sure that your website’s user experience is on par with your visitors’ expectations?
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In this blog post, I’m going…
What can an ancient text do to help your digital marketing?
Sun Tzu's The Art of War is a widely studied piece of literature, so communicating its principles from reading it feels a little like learning to drive a car by watching a movie with a car chase in it.
What I'd immediately remembered (from reading it 9-10 years ago) was that the book itself is short and powerful. Each chapter layers onto what was taught in an earlier chapter.
Despite the title indicating otherwise, it's part science and part philosophy; it centres around the idea of winning without conflict, by competing based on position, not through 'warfare'. This is immediately powerful and relevant to marketers with experience in brand or marketing strategy.
I think that you can summarise the whole book (very crudely) with two questions:
How do I use information that is available to…
Making people click through your ad is just a small part of the whole marketing process, you also need a great landing page to get them to convert
Paid campaigns are considered to be the best choice if you want to drive quick results, as they really do get those results. However, paid ads aren't all about simply bidding on the right keywords. There are some other things you need to.
Making people click through your ad is just a small part of the whole marketing process. The next thing they face is your landing page – a web page you should create for the purposes of your advertising campaign. The effectiveness of this page will influence whether or not you achieve your business goal.
Quality landing page creation doesn’t require titanic efforts but it does need some research. The approaches you have to use will depend on your target audience and the…
