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Showing posts from March 20, 2019
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The secrets to developing a high-performing martech team

Martech leaders have no shortage of resources when it comes to the number of tools and platforms available to meet their ever-growing list of marketing challenges, but none of the 6,500+ solutions matter if a company doesn’t have the right marketing technology team in place. Knowing what it takes to be an effective marketing technologist is the first step to building a highly productive team.“To become a marketing technologist, you need to have a strong analytical background, an ability to learn tools and systems quickly, great attention to detail and a passion for it. But, the most important part is to really want to do it,” said Patty Spiller, senior director of growth marketing for Livongo, “All the rest can be learned and developed in the right environment.”Spiller will join Erica Seidel, CEO of The Connective Good, on stage at next month’s MarTech Conference in San Jose to discuss “The Secrets to a High-performing Martech Team,” including what the two have learned about being an …

Eight tools you need for backlink generation

So you’ve created your website, following all the recommended SEO best practices.That means you’ve included valuable, relevant keywords on your pages, made it mobile friendly and even started a blog that you’re updating frequently with original, relevant content.But despite your best efforts, you’re not seeing as much traffic as you’d like, and your site is still ranking too low on Google’s Search Engine Results Page (SERP). It could be that your site is missing just one thing: backlinks.Backlinks are links from another website that point to your website. Getting backlinks from websites with high domain authority that are relevant to your niche will help you rank higher on Google searches and grab your audience’s attention.Why is there such an emphasis on backlinks? Google’s Search Engine Results Page (SERP) uses them to discover new pages, confirm pages are legitimate and determine the popularity of these pages. After all, Google doesn’t want to risk its own reputation by ranking sub…

How I got 80% open rate in my email outreach campaign

The suggestion that you could have 80% of your outreach read by recipients sounds like a pipedream — an astronomical figure designed to keep people plugging away on their outbox. With such a small canvas of visible information in a recipient’s inbox to work with, it can feel like enticing four out of every five targets to open your email is impossible.But if you incorporate the right approaches, then it can very much become a reality. Just to give you the heads up, here’re some results we’ve managed to get in our recent outreach campaign:In the following article, I’ve explored the ingredients needed to get 80% of your outreach messages viewed. So perhaps you’d like to pour yourself a coffee and brace yourself for an awful lot more audience interaction in the near future — the caffeine might come in handy.Identify your targetsThere are five key factors behind achieving a high open rate in your email outreach, and the first and most important is through identifying the right recipients.…

Time to leave last touch attribution in the dust? Answer these 4 questions first

Retail marketers have debated the end of last touch attribution for over a decade now. In today’s omnichannel marketing world, where consumers shop across a variety of devices and channels, attributing a sale wholly to the last interaction before purchase is outdated and inefficient. That’s because you can overly emphasize low-funnel activities at the risk of neglecting efforts to fill the top of the funnel.The customer journey has grown increasingly complex, so optimizing for a single action or channel ignores a much bigger picture of how consumers engage with a retailer’s brand messaging on the way to purchase.A customer, for example, may discover a new product on Pinterest, rediscover that product through display ad retargeting, research the product via Amazon, and finally make the purchase after receiving a promotional email. This journey can occur across desktop, mobile and voice assistants. Valuing only the last touch, the email click ignores the very important role each marketi…

LinkedIn adds lookalike targeting, Bing tie-in and B2B templates to ad platform

LinkedIn advertisers are getting three new updates: a lookalike audiences targeting feature, interest targeting that leverages Bing search data, and more than 20 B2B audience templates. The company says it has been testing these new features over the last few months and that they will be available to all advertisers over the next two weeks.New lookalike audiences.  The new lookalike audiences allow advertisers to target LinkedIn members that have the same traits as the advertiser’s “ideal customer” based on their similarity to the advertiser’s existing customers, website visitors and target accounts.LinkedIn said the new lookalike audiences targeting feature will help marketers reach more high-converting audiences at scale, and that beta users were able to improve their campaign reach by five to 10 times.“We used interest targeting on our brand awareness campaigns and we are extremely satisfied with the results so far,” said Matt Campbell, multi-channel marketing specialist for SAS In…

How to make old content marketing new again

A major benefit of high-performance content marketing is that it doesn’t have to retire. If a blog post, article or any piece of content does exceptionally well pulling in traffic, even for a short span of time, the topic can inform future content marketing choices.Expert content marketers know this and often recreate and update content that has delivered, giving it a second life and more opportunities to drive bigger results.From 50 clicks a day to more than 200SEO consultant and podcast host Dan Shure was able to take one of his client’s previous columns that had been part of a series answering reader questions and turn it into article that delivered substantial organic search results.The original column was part of a reader response series on Mark’s Daily Apple, a fitness and nutrition website. The ‘Dear Mark’ column was a response to a question about intermittent fasting, serving only one objective – to offer reader feedback. The objective shifted when the column was identified as…

How To Create A WordPress Staging Site For Testing – 3 Best Methods

Managing a WordPress blog is fun yet easy. However, this changes when you start attracting high traffic and downtime is something you can’t afford anymore. No matter how careful you are, you could make a change that breaks your site, which is bad for both your visitors and your site’s SEO. Instead of risking a […]How To Create A WordPress Staging Site For Testing – 3 Best Methods is a post from ShoutMeLoud - Shouters Who Inspires

from ShoutMeLoud

What a year’s worth of publisher responses can teach you about digital PR

Most marketers agree that if you can get your content in front of the eyes of journalists at mainstream online publishers, it has a good chance of being shared widely across the internet. Journalists hold the power of the press, but getting their attention is more competitive than ever, with a nearly 5:1 ratio of PR people to journalists.Crafting a perfect subject line and getting the journalist to open your email pitch is the first step. It’d be great if we got a reply from every email we send, but that’s simply not the case. That’s why when a writer does respond, it’s important to pay attention to what they say. Our team at Fractl records every response we receive from journalists verbatim so we can identify trends and improve our outreach. We analyzed all the publisher feedback we received in 2018 and here’s what we learned.Methodology: For this internal study, we analyzed all publisher feedback we recorded from 2018. Along with a language sentiment API, we aimed to determine wheth…

Facebook removes age, gender and ZIP code targeting for housing, employment, credit ads

Facebook advertisers promoting housing, employment or credit offers will no longer be able to target ads by age, gender or ZIP code. The new ad policy applies to advertisers targeting U.S. users on Facebook, Instagram and Messenger.The company said Tuesday that it will also launch a tool for users to search and view all current housing ads running on its platforms in the U.S., regardless of who the ads are targeted to.Why you should careAny advertiser running campaigns promoting housing, employment or credit offers will now have limited ad targeting measures. The move is part of a settlement Facebook has reached with the ACLU, NFHA and CWA which accused the platform of allowing discriminatory practices within their ad targeting options.“There is a long history of discrimination in the areas of housing, employment and credit, and this harmful behavior should not happen through Facebook ads,” wrote Facebook Sheryl Sandberg in the announcement.Facebook said multicultural affinity targeti…

Why bother with user experience: UX tips for SEO experts and business owners

The times when ranking high in search results as the final goal have passed.As search algorithms are improving and there’s no place for keyword stuffing anymore, SEO experts should adopt for trends coming and replacing each other too fast.Today SEO involves loads of practices including link building, technical optimization, proper keyword research, and more. Although the process of boosting websites’ rankings is challenging enough, it isn’t the only task SEO specialists should cope with. To help businesses engage their target audience and make them convert is the problem falling to SEO practitioners as well.Here comes the need for UX optimization, which is impossible not knowing what matters most of all for the target audience coming to the specific website. In this article, I’ll tell you about the most important steps to focus on for your customers and how to improve the user experience.The debate rages: How much does UX count?UX = CTR in some way. The debate about CTR among SEOs is …