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Showing posts from May 1, 2017

The future of local discovery

We’ve entered an exciting time for local marketing. Big Data, digital assistants, augmented reality and beacons will fundamentally change the way users discover locations. As Bob Dylan so aptly pointed out, “The times they are a-changin’.”As such, local marketers and advertisers need to start thinking about how they’re going to change along with the times. Here’s what you need to know about the future of local discovery.Big Data: ‘Who’ informs ‘where’Proximity is the primary ranking factor in local searches. That’s not likely to change. After all, what’s nearby is the fundamental aspect of local discovery.What is changing, however, is the filter that sorts out, ranks and presents those nearby locations. What filter, you ask?It’s you.Going forward, local discovery will function as proximity filtered by your individual preferences. The person searching will inform what locations are shown.[Read the full article on Search Engine Land.]

via Marketing Land

Keyword tiering: A systematic way to juggle your AdWords priorities

Ever feel like AdWords is one giant juggling act? You cut your cost per click, only to watch your conversion rate drop. You increase lead volume, but those leads don’t turn into sales. You finally boost sales, but now your cost per click is unprofitably high…When does the madness stop?With all of these apparently conflicting priorities, it can be easy to drop the ball a few times. Or, worse still, you might feel like AdWords isn’t worth the effort, throw your hands in the air and quit.However, there is a way to juggle all of your marketing goals — a way to balance clicks, conversions, sales and return on investment (ROI).The secret to this juggling act is… keyword tiering.Keyword tieringThe idea behind “keyword tiering” (coining a new term here, I guess) is fairly simple: you categorize your AdWords keywords into different tiers based on the results they generate. Then, as your business needs change, all you have to do is turn tiers on and off to meet your goals.So, if leads are more …

How to unlock marketing’s creative side for martech success

B2B marketers think of marketing technology (martech) as a necessary evil. Understandable. Most marketers got into the profession because of the ability to create, connect and communicate. Not many want to deal with tools, integrations and bits and bytes all day.According to a recently released research report by the MarTech Council, the number one reason marketers avoid martech is that it’s NOT fun. They prefer to work on the creative side of things: programs, campaigns and so on. Yet they admit that martech is essential for success in today’s customer-focused, data-driven world. We have a major disconnect.We know that, done well, marketing technology provides incredibly powerful capabilities that can increase business impact by:arming marketers to better engage and serve our customers with unique experiences.guiding us on where to invest precious marketing spend.automating mundane, time-sucking tasks that take away from creative work.getting us a seat at the executive table by equip…

What your paid search KPI says about you

There are plenty of options for particular metrics to drive paid search programs toward, but not every KPI is created equal. Here, we’ll dive into what your preferred KPI says about you and provide recommendations to help you assess whether your KPI reflects the goals you care about.All insights are at least slightly hyperbolic and assume you have a one-track mind for your KPI of choice. I bet some of you out there can keep two, three, maybe even more KPIs in mind when managing accounts, as you should. You’ll just have to meld the descriptions to uncover those deep insights into your psyche that you’re reading this to find.[Read the full article on Search Engine Land.]

via Marketing Land

10 experts advise how to powerfully pair growth marketing with SaaS product development

Software as a service, or SaaS, has been experiencing quite a boom over the past few years, and it doesn’t appear to be slowing down anytime soon. Statista reports that from 2010 to 2016, the industry grew from $10.7 billion in annual revenues to a cool $32.8 billion.The opportunities are huge for SaaS marketers — particularly those who are already in the market and poised to continue growing rapidly. On the other hand, the more SaaS products hit the market, the harder it becomes to continuously draw the kind of buzz you need to drive sustained growth.That’s why SaaS often has growth mechanisms baked into the product experience itself. Customer acquisition for SaaS companies becomes much easier if the product can bring in new users and more dollars on its own.Regardless of where you stand on the growth hacking debate (meaningless buzz term or a revolutionary discipline?), many of the biggest SaaS success stories we’ve seen in recent years are closely tied to the growth hacks that help…

Why your explainer video matters to your B2B customers

Video is on the way to becoming one of the most effective means of communication with your B2B customers.In 2016, the B2B industry saw video marketing become a serious game-changer. Video’s power lies in the fact that it can attract and retain the attention of potential buyers by immersing them in a visual or interactive story. Our brains love storytelling; narratives engage us deeply and can make us relive them in our imagination.Even though some B2B marketers may be still cautious about using video, data shows they shouldn’t be: 54 percent of senior executives share work-related videos with co-workers every week, which illustrates video’s solid place in B2B communication.Among the different video formats that you can produce, your explainer video is the top priority. This is a short clip between 30 and 90 seconds that gives a succinct and appealing description of your product or service. It can be used across all of your online channels.An explainer video is a winning marketing ass…

8 technical issues holding your content back

Technical SEO has certainly fallen out of fashion somewhat with the rise of content marketing, and rightly so.Content marketing engages and delivers real value to the users, and can put you on the map, putting your brand in front of far more eyeballs than fixing a canonical tag ever could.While content is at the heart of everything we do, there is a danger that ignoring a site’s technical set-up and diving straight into content creation will not deliver the required returns. Failure to properly audit and resolve technical concerns can disconnect your content efforts from the benefits it should be bringing to your website.The following eight issues need to be considered before committing to any major campaign:1. Not hosting valuable content on the main siteFor whatever reason, websites often choose to host their best content off the main website, either in subdomains or separate sites altogether. Normally this is because it is deemed easier from a development perspective. The problem w…