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Showing posts from December 11, 2017
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Knowing your audience better is your competitive advantage: A case study

Paid advertising on social media platforms like Facebook and Instagram allows you leverage your existing customer data (emails, names, addresses) to create highly targeted campaigns that focus on getting your existing customers to buy more, more frequently. If your program is set up and executed properly, you can grow your business significantly without having to acquire new customers.Armed with existing customer data, you can build your ultimate customer persona that defines the person or people most likely to buy your products or services. Instead of guessing, it’s best to use your existing customer data as the starting point. This process will allow you to hyper-target and acquire new customers. You will want to get as granular as possible in creating your customer persona by defining characteristics such as demographics, interests and geography.Once you define the characteristics of your most-likely-to-buy customer, you’ll also want to place customized messages in front of those p…

Ideation inspiration: 5 ways to brainstorm great ideas for blog content

Even the most seasoned content marketer among us runs out of ideas for blog content from time to time. And that’s OK.What’s not OK: filling those gaps in inspiration with brand-centric content. When we don’t know what to write about, many of us tend to write about ourselves — our brand, our products, our services. Instead of creating content that answers the questions our target audience is searching for, we showcase how awesome we are. We sell. And guess what?No one wants to hear it.Joe Pulizzi of the Content Marketing Institute proposed the 80/20 rule of content way back in 2010. It’s based on the Pareto Principle and looks like this:80 percent of the content you create should be helpful information that solves your customers’ problems.20 percent should be sales content focused on your products and features.When the idea well runs dry, resist the urge to write about yourself. The following tips and tools will help you come up with blog content your audience actually wants to read.1.…

Holiday marketing tips from a holiday shopper

I’m not sure which I like more: shopping or digital marketing. For people like me, the holidays make for a pretty great time to be a marketer! This holiday season is an especially exciting time to be in digital marketing, as Adobe has predicted that holiday e-commerce revenues will reach a record-breaking $100.7 billion by year’s end.So the question becomes, how can you get in on the action? Here are some ideas.Reconsider who you are targetingFor 11 months out of the year, you’re zeroed in on your key demographics. You know your prospects, and you’re speaking their language. But when the holiday season rolls around, you need to be able to simultaneously tap into your market while also including those people that are most likely to buy gifts for said prospects.Why does this matter?During the holiday season, you have to think about the differences in the way your target market shops and perceives value, and the way that those gifting to them shop and perceive value. It’s about positioni…

Act fast! SMX West Super Early Bird rates end Saturday night!

Your search for actionable SEM and SEO tactics is over. Join thousands of search marketers at the largest search marketing conference on the West Coast: SMX West, March 13-15, 2018, in San Jose, California. Rates increase at the end of this week!Register today for an All Access Pass and you’ll unlock super early bird savings: $400 off on-site rates! This amazing offer will expire Saturday, December 16, at 11:59 p.m. Don’t delay.Your All Access Pass unlocks the complete SMX West experience, including:unlimited access to all sessions, keynotes, and clinics.free demos of time-saving solutions and products in the Expo Hall.exclusive networking opportunities.top-shelf amenities, including hot lunches, WiFi and more.You’ll also walk away with an SMX hallmark: reliable, actionable tactics you can implement as soon as you return to the office.If you’re already planning to join us for SMX West, do yourself and your wallet a favor: Register now, and save a cool $400! This is the absolute lowest…

Google Manufacturer Center for product data expands scope, launches API

With the growing importance of Google Shopping campaigns in paid search results for brands and manufacturers, getting product data correct and consistent has become an increasingly urgent task. It’s been a somewhat sleepy product, but Google has announced new features and an expansion of Manufacturer Center.Launched in 2015, Google Manufacturer Center was designed to be a central repository for the product data that powers Google Shopping campaigns. Now, Google is using that data in knowledge panels in the US, including product features, images and descriptions. Last month, Google began showing much more content in knowledge panels on mobile, including product features as shown in the example below.Google Manufacturer Center is now available in more countries: Australia, Brazil, France, Germany, the Netherlands and the UK.With the launch of a new Manufacturer Center API, brands and third-party data partners can add, update and delete products without having to rely on manual feed uplo…

How to use Google Trends for SEO

Google Trends, first launched in 2006, provides marketers with invaluable insights into how people search on the world’s most popular search engine.In its earlier guises, Trends (or Insights for Search, as it was previously known) was a rather static resource, updated only on an infrequent basis with fresh data.Over time, the power of this service has been tapped in new and enlightening ways.For example, a study undertaken using Trends data by Seth Stephens-Davidowitz and written up in the New York Times in 2014 found, “Parents are two and a half times more likely to ask “Is my son gifted?” than “Is my daughter gifted?””Such newsworthy incidents revealed the richness of Google Trends as a data source to the wider public. People’s underlying attitudes, desires, and beliefs start to come to the fore when they communicate with a search engine.As the megalomaniac founder of a fictional search engine puts it, while discussing the data at his disposal, in the 2015 science-fiction movie Ex M…