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Showing posts from March 1, 2019
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Link building with PR: Relevant links at scale

It is no secret that Google and other search engines like quality links and consider them as one of the top ranking factors. Search engines are getting smarter and better at identifying unnatural link building. Updated algorithms can assess the brand’s strength and content’s usefulness at a glance.This results in higher requirements for the quality of links and content you use for your SEO. Fortunately, there is a way to create engaging content and build quality links from authority sites simultaneously. The solution is to align SEO efforts with PR. Public Relations puts a business in the spotlight, creating brand awareness and reputation through press coverage. Mentions about the company boost the quality of SEO as well.I came up with this strategy based on a video Rand Fishkin had created on ‘The Marketing Flywheel.’  It’s an old Whiteboard Friday that still resonates today.Rand’s video explains strategies that can impact and scale your link building. I had to find a solution as man…

4 simple ways small businesses can use data to build better customer relationships

In a world where customers are bombarded across every possible channel with brand messages, targeting is more important than ever before. Small businesses need to be able to make their campaigns feel relevant and personal in order to keep up, but the processes involved – collecting, organizing and interpreting customer data to make it actionable – are often intimidating to small businesses and solo entrepreneurs with limited time and resources.Collecting, organizing and learning from your customer data is critical no matter how large your team is or what stage of growth you’re in. In fact, there’s no better time to consider your processes for data than when you’re just starting out. And getting started with basic strategies for building customer relationships doesn’t have to be difficult – there are some simple steps you can take to save yourself a lot of time as your business grows and scales.From the moment you start your business and establish an online presence, you should be layi…

Marketing Technology Awards 2019

We’ve been working together with our sister site, ClickZ, to honor the best and brightest marketing technology companies today (which includes some SEO-related tools). These Marketing Technology Awards are voted on 50/50 by the community and by a panel of judges. The ceremony will be hosted by Scott Brinker, and will take place on the night of March 21 in Tribeca, New York.We’ve been raising quite a bit more hubbub about it on ClickZ, which more directly covers all marketing technology.But since our SEW name is on there too, we wanted to make sure everyone here was in the loop as well. (You’ve probably seen it in the newsletters!)How do the Marketing Technology Awards work?You can read full detail about the Awards on the official website here, and can see answers to common questions here.Categories span across various types of marketing technology, including CDPs, ABMs, call analytics, conversational bots, and a dozen more.And of course, a handful of more SEO type things such as searc…

Meet Unbounce’s drag-and-drop builder for AMP landing pages

Unbounce has built a drag-and-drop feature for creating AMP landing pages that removes the need for HTML or JavaScript coding expertise.Why you should careAccelerated Mobile Pages effectively reduce mobile page load times and optimize the overall user experience on mobile devices, but creating AMP content can be time-intensive and usually takes the expertise of a developer. Unbounce’s new feature is designed for marketers who are in need of AMP landing pages, but lack the time, resources or developer skills to invest in AMP initiatives.The drag-in-drop tool makes it possible to create AMP landing pages using templates or a fully customizable page offered in Unbounce’s Premium and Enterprise paid plans. Marcel Heymuth, the senior performance marketing manager for Exporo, said his team was thrilled with the new offering: “All of our landing page specialists can build AMP pages quickly and easily without having to resort to IT resources.”Unbounce recently reported only 40 percent of 750 …

4 vendors land as leaders in Forrester’s Real-Time Interaction Management report

Real-Time Interaction Management (RTIM) systems are designed to deliver users the best offer or next action, based on the current context and their particular needs.In other words, RTIM solutions are meant to power the anticipated customer experiences that users increasingly expect.But relatively few systems can smoothly integrate the massive data, broad functionality and quick intelligence needed to provide this split-second delivery of the right thing at the right time. To help marketers sort the players, Forrester Research is out with this quarter’s Forrester Wave report. (Available for free from Pegasystems, which is mentioned in the report, although registration is required.)Now, four Leaders. Forrester has a lot of skin in this game, as two of its analysts reportedly originated the term Real-Time Interaction Management — first in 2012, in the context of computational decision engines, and then in a series of reports in 2015, including the first Wave on this topic, which featured…

Google’s Black Box Bidding Solution: A look under the hood

In today’s world, Google, Facebook and Amazon are the gatekeepers to digital shoppers. But activities that once differentiated savvy marketers from their peers – keyword research, ad copy and target URL creation – have fallen victim to these giants’ automated solutions, including Smart Bidding, Google Shopping and Responsive Search Ads. They also offer automated black box solutions for many paid search activities, leaving marketers with a difficult choice between campaign control or operational convenience.Join Crealytics founder and CEO Andreas Reiffen and Third Door Media’s Editor-in-Chief Ginny Marvin as they discuss how leading retailers can survive – and thrive – in an era of broad access to automation tools.Register today for “Google’s Black Box Bidding Solution: A look under the hood,” produced by Digital Marketing Depot and sponsored by Crealytics.The post Google’s Black Box Bidding Solution: A look under the hood appeared first on Marketing Land.

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YouTube + child safety: Is the service doing enough?

It has been a challenging month for YouTube.As we recently reported, fresh concerns over child safety on the service came to light back on 17th February.In a video published to the site, vlogger Matt Watson details how the service is being exploited by paedophiles who were using comment sections under innocuous videos of children to leave sexually provocative messages, to communicate with each other, and to link out to child pornography.Of course, journalists and news sites were quick to level criticism at YouTube. Many pointed out that this wasn’t the first time child safety on the service has been called into question. Others were critical that its methods for safeguarding children were too ‘whack-a-mole’ in their approach.And then came the actions of the advertisers – with Nestle, AT&T and Epic Games (creator of Fortnite) all pulling their ads from the service.So how has YouTube responded? Is it doing enough?Memo directly sent to advertisersOn 20th February YouTube sent out a m…

Why we updated Marketing Land’s newsletter (and why we think you’ll love it)

Subscribers to our daily newsletters noticed last week a dramatic change in the content we email to our audience daily. For us, it represents a shift in how we are approaching the medium, which is becoming more crowded than ever as media brands, marketers and your reply-all-abusing colleague all compete for precious attention in your inbox.For us, it all came down to approaching our newsletters with the same goal we hold for all of our editorial products: To create great content. So that’s what we’re doing, moving away from the more traditional RSS-style, headline list format to one that tells a story from start to finish and keeps you informed whether or not you immediately click through to our website (gasp!).Of course, we’ve got to give credit to Quartz, Morning Brew, The Skimm and others whose highly successful newsletters have shown us all why email is indeed king when you’ve got great content driven by voice, authority and age-old storytelling. But we’ve added our own flair to t…

Amazon extends Sponsored Products to AmazonFresh for CPG brands

Amazon is expanding its Sponsored Products advertising format to AmazonFresh brands. The company began notifying partners Thursday.What it means. That means brands can add their ASINs (Amazon’s version of a product identifier code) with AmazonFresh offers to any new or existing Sponsored Products campaign.Sponsored Products show up in search results pages as well as related product detail pages, sold on a cost-per-click basis just like Shopping campaigns on Bing and Google.What is AmazonFresh? This is the e-commerce giant’s grocery delivery program. Users in select markets can order fresh meat and produce as well as household, health and beauty products and have them delivered to their doors.Why you should care. This gives CPG brands a way to try to stand out from the huge array of products offered in the Fresh program. For Amazon, it means yet another avenue for ad monetization.“Brands who start advertising now will get the lowest CPCs in history,” expects Trevor George of Bluewheel …

Video on demand’s future requires an ad model built around the experience

Ads are annoying. Study after study reiterates the fact that consumers find ad messages intrusive and aggressive. For some reason, even as the ad industry transitions away from traditional media and toward digital, the same ad models are shoehorned into new and exciting channels.Nowhere is this more obvious than in the world of video, which has left the concept of traditional TV delivery in the past and splintered into various on-demand channels, including platforms like YouTube, stand-alone providers like Hulu, connected TV device like Roku, and over-the-top streaming services and apps from cable and broadcast networks. For our sake, let’s put all of these different delivery channels into one bucket and call it video-on-demand (VOD).Despite major changes in delivery, devices, and viewer attention spans, there’s been almost no innovation to the way ads are delivered in VOD. Hulu’s recent experiment with ads that appear when video is paused grabbed headlines, but the most popular video…

A strong central stack of technology begins with the CMO

There has been an explosion in both consumer technology and marketing technology over the past decade. The simultaneity of those growth spurts is far from coincidental as consumers adopt new behaviors through new platforms and devices, brands require new technologies to keep pace.For the chief marketing officer (CMO), that creates unprecedented opportunity, but it also creates a highly complex landscape. The importance of navigating this landscape successfully has never been higher, either. A Walker study predicts that “by 2020, customer experience will overtake price and product as the key brand differentiator.”Marketing technology now takes up 29 percent of the average CMO’s budget, according to Gartner. That places it top of the list, followed by labor, paid media and agency fees.As the technology stack grows, so too do the stakes for the CMO as higher spending on technology increases the performance imperative, after all. Increased investment is important, but it does not necessar…