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Showing posts from December 6, 2017
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Align your marketing org in 2018 with intelligent and integrated marketing campaigns

Mention the idea of integrated campaigns to a group of marketers, and you’ll get a wide range of opinions. Some marketers love them and aspire to launch and deliver great integrated campaigns. But others think of old-school, slow-moving campaigns — à la TV or radio ads when “Knight Rider” was the rage.It’s true — your mom and dad’s integrated marketing has no place in modern marketing. From its inception in the 1980s, integrated marketing came to be known as “360 branding,” “whole egg,” “relationship marketing,” “one-to-one marketing” and more.And that may be the discipline’s biggest problem: It became a catch-all phrase for everything under the sun involving two or more channels or tactics. In trying to be everything to everyone, it became valuable to no one — a bit of rhetoric or a buzzword. But let’s not throw the baby out with the bathwater. There’s still great value there if we can rein it in.Truly integrated marketing goes far beyond cross-channel or 360 branding. Here’s how the…

Highlights from TechSEO Boost: The key trends in technical SEO

Although most search conferences contain some sessions on technical SEO, until now there has been a general reluctance to dedicate a full schedule to this specialism.That is an entirely understandable stance to take, given that organic search has evolved to encompass elements of so many other marketing disciplines.Increasing visibility via organic search today means incorporating content marketing, UX, CRO, and high-level business strategy. So to concentrate exclusively on the complexities of technical SEO would be to lose some sections of a multi-disciplinary audience.However, the cornerstone of a successful organic search campaign has always been technical SEO. For all of the industry’s evolutions, it is technical SEO that remains at the vanguard of innovation and at the core of any advanced strategy. With an average of 51% of all online traffic coming from organic search, this is therefore not a specialism that marketers can ignore.Enter TechSEO Boost: the industry’s first technica…

A Detailed Comparison of Best Position Trackers SEO Tools With Results

Let’s not beat around the bush here. Irrespective of what some professionals may claim, search engine rankings are stillthe best indicators of SEO progress.Sure, on their own, they’re nothing more than a means to an end –increasing online visibility, getting more sales or achieving any other outcome you want for your business.And it is not possible if your rankings aren’t up there.It is crucial that you canproperly track and monitor your domain’s positionsfor relevant keywords.The thing is, given the plethora of choices, how do you choose the best keyword ranking tool?Well, that’s what I intended to find out. I decided to compare some of the popular rank trackers in the market –Moz, RankRanger,SEMrush, SE Ranking, and Ahrefs – to establish which offers the best value.Without any further ado, here’s what I discovered.Comparison criteria:Here’s the functionality I took into consideration when comparing rank trackers.How many search engines and devices does each tool trackHow many keywor…

The most watched ad on YouTube in 2017 was a spot from Samsung India Services

The most watched video on YouTube this year belonged to Samsung India Services. The spot — “We’ll Take Care of You Wherever You Are” — generated 150.3 million views.YouTube has released its 2017 ad leaderboard, ranking the most watched YouTube ads round the globe, along with the top trending videos of the year.Three of the ads to rank on YouTube’s end of year ad leaderboard were Super Bowl spots: Budweiser’s “Born the Hard Way,” Kia’s “Hero’s Journey,” and Mr. Clean’s “Cleaner of Your Dreams.” YouTube says eight of the ten most watched ads featured story-driven narratives told by celebrities like actors Dwayne Johnson and Natalie Portman.“No longer constrained by traditional ad lengths, ads are becoming the new cinema, with the videos on this year’s list totaling more than double the total time of last year’s top ads,” says YouTube.According to YouTube, Dude Perfect’s “Ping Pong Trick Shots 3,” which ranked No. 3, saw the highest engagement of all the ads with three million likes and …

Marketing Day: SEO reports, Pinterest chatbot for Messenger & an Instagram Stories update

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:It’s time to change your SEO reports!
Dec 5, 2017 by Greg Gifford
SEO reports are often really useful… for SEO professionals. Columnist Greg Gifford asserts that if you want to truly prove the value of your services to your clients, you have to tie your reports directly to their bottom line.Pinterest rolls out chatbot, native features for Facebook’s Messenger
Dec 5, 2017 by Tim Peterson
People will be able to search for and share pins from Pinterest without leaving Facebook’s messaging service.Instagram now lets brands feature Stories Highlights on their profile pages
Dec 5, 2017 by Tim Peterson
Instagram will also now automatically save Story posts, which can later be added to a Story Highlights collection.Bounce rate: Important metric or junk data?
Dec 5, 2017 by Alan K’necht
For a lot of organizations, bounce rate is a meaningless part of re…

The next wave of ABM: A blended approach (Part 1)

Note: This piece was co-authored with Rob Leavitt, senior vice president at ITSMA.In the past few years, Account-Based Marketing (ABM) has grown as a category and really transformed the B2B marketing landscape. But its quick ascent to B2B stardom has left quite a few marketers confused about how best to incorporate it into their organizations.In particular, marketers are struggling to understand exactly how to build out their ABM programs. Should they target a small handful of accounts or broaden their reach? What types of companies should they focus on? Enterprise? Mid-market? What about existing customers?While there’s no universal, one-size-fits-all answer to these questions (a lot of it really depends on your organization, business goals and team), there are some guidelines B2B marketers can follow as they build out their strategies. In this article, we’ll flesh out three of the most common ones and lay the groundwork for the next wave of ABM: a personalized, blended ABM strategy …

It’s time to change your SEO reports!

You’d think that after a year or so of these posts, I’d run out of things to be on the soapbox about, right? Unfortunately (or maybe fortunately, since they give me material to write about), there are still tons of mistakes and missteps out there in SEO land — and lots of marketers who need help.This time around, I’m talking about SEO reports. I’ve taught several intensive Local SEO training courses at conferences all over the world, and monthly reports always come up. Marketers never seem to be really satisfied with what they’re providing to clients, and clients never seem to be really satisfied with the report they’re given every month.The big problem is that most of us live in our little Local SEO bubbles and don’t fully consider how a layperson thinks about SEO. We live, eat, breathe and bleed SEO — some of you out there even name your pets after algorithm updates. No one ever stops to think about how to effectively communicate with someone who has absolutely no idea how SEO works…