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Showing posts from April 10, 2019
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Lush UK bids farewell to social. Will other brands follow suit?

Lush UK, a cosmetics company known for its bathing products, dropped a major bomb on Tuesday when the company announced it was bidding farewell to some of its social accounts.“Increasingly, social media is making it harder and harder for us to talk to each other directly. We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed,” wrote Lush UK in posts shared on its Instagram, Facebook and Twitter feeds with an image that included the message: “We’re switching up social.”The company said its customer care team would respond to messages and comments over the next week, but after that, it was moving conversations to the live chat function on its website, email or phone.“This isn’t the end, it’s just the start of something new,” wrote Lush UK. The U.S. division of the company has, so far, not followed suit.Risky proposition or smart business?As a cosmetics brand, leaving social is a risky step to take. Ninety-six percent of beauty brands in 2016 had …

How to get international insights from Google Analytics

Your international marketing campaigns hinge on one crucial element: how well you have understood your audience.As with all marketing, insight into the user behavior, preferences and needs of your market is a must. However, if you do not have feet on the ground in these markets, you may be struggling to understand why your campaigns are not hitting the mark.Thankfully you have a goldmine of data about your customers’ interests, behavior, and demographics already at your fingertips. Wherever your international markets are, Google Analytics should be your first destination for drawing out actionable insights.Setting up Google Analytics for international insightGoogle Analytics is a powerful tool but the sheer volume of data available through it can make finding usable insights tough. The first step for getting the most out of Google Analytics is ensuring it has been set up in the most effective way. This needs to encompass the following:Also read: An SEO’s guide to Google Analytics term…

A case study for delivering performance in a mature Google Ads account

Running a Google Ads campaign can be a case of you’re damned if you do and your damned if you don’t. If the campaign turns out to be a flop your obviously in trouble, but if it turns out successful, you can run into other challenges. Campaigns that are successful over a long period can present challenges in continuing to deliver performance and add value.In my experience, new Google Ads accounts have quick wins and low hanging fruit. Over time, these become less apparent and there is more need to innovate. One of the ways that we’ve been able to deliver performance over time on already successful accounts is through Campaign Drafts and Experiments.In this case study, we were running a campaign for a large legal client over five years. Results were phenomenal over the period and we’d seen extraordinary growth. The Google Ads campaign was in a mature state where we were happy with performance and CPA levels, but we were challenged to continue to deliver lead growth. In this competitive …

How you can make the most of your YouTube video advertising

If you’re not already using YouTube videos as part of your marketing efforts, you should be. Researchers have found that a majority of consumers (81 percent) have been convinced to buy a product or service by watching a brand’s video.Video marketing is on the rise as well. The latest  State of Video Marketing Survey found that a whopping 87 percent of businesses are using video. And they’re not just using it more; they’re using it to greater effect. A full 83 percent of marketers say that video gives them a good ROI, up from 78 percent just 12 months ago.Used right, video marketing is a great way to build your overall brand presence and SEO. But there is tremendous pressure to create great content — in fact, 90 percent of the marketers we talked to told us that they feel the level of competition and noise in video has increased in the past year.It doesn’t have to be difficult. Here are a few ways you can easily create compelling content yourself, and use video marketing to reach your …

Ahrefs Review 2019: (Overview, Features & Free Trial)

Are you wondering what Ahrefs can do for you? I have for everything covered for you in this extensive Ahrefs review. Ahrefs has been making news with a lot of new features and disruption in the SEO industry. They offer a suite of SEO tools that you can use for optimizing your website or your […]Ahrefs Review 2019: (Overview, Features & Free Trial) is a post from ShoutMeLoud - Shouters Who Inspires

from ShoutMeLoud

Skip the SEO and SEM basics

Experienced search marketers like you are always pursuing the latest tactics and strategies that will take a campaign from “great” to “genius.” That distinguishes you from the rest.You deserve an event that delivers insights that make you say, “Wow. I’ve never heard that one before. That will work for us.”Attend SMX® Advanced for the experts-only insights and tactics you need to succeed. The ones that will deliver value for your business, employer, or client.Join us June 3-5 in Seattle for answers to the issues challenging even the most experienced SEOs and SEMs, including…SEOThe Periodic Table Of SEO Success Factors: 2019 EditionMobile-First & AMP For The Advanced SEOOptimizing For Voice Search & Virtual AssistantsThe Evolving Landscape Of Local SearchSEMWhat’s New & Crucial In SEMAutomation: The Next GenerationAligning Your Marketing With Your Customer’s JourneySelling Smarter With Search, Social, Marketplace Ads… and loads more.Hungry for more? The event kicks off with

Gartner CMO Spend Survey: 29 percent of 2018 marketing budget allocated to marketing technology

Marketing technology increasingly accounts for a significant share of marketing budgets, and 2018 was no different. According to Gartner’s CMO survey, Martech ate up nearly a third of marketing budgets, making marketing technology the largest area of investment for marketing resources and programs. And, according to the survey, it’s expected to grow with continued investments in 2019.According to the survey, CMOs spent an average of 25 percent of their martech budget on three channels: search (11.2 percent), email (5.9 percent), and website (7.6 percent). Marketing and customer analytics platforms accounted for 8.9 percent, indicating the need for measurement tools to continue supporting these programs.Why you should careAs martech investments increase, marketers should expect increased visibility into digital marketing performance. Direct channel attribution should be a top priority for digital marketers and organizations looking to innovate and advance their marketing programs.Other…

To enable digital transformation, PwC set about changing employee mindsets

PwC digital services marketing leader Stephanie Feldman on the keynote stage at the MarTech Conference. SAN JOSE, CA —  “If I do my job right, it will go away because digital should be foundational and part of everything.” That’s what Stephanie Feldman said during her interview to become PwC’s digital services marketing leader two years ago.Fast forward a year into her career at PwC, in spite of all the technology and data at its disposal, the company still had not met its digital transformation goals.“We had to do something that people cared about,” said Feldman during her keynote presentation at the MarTech Conference in San Jose Friday. She knew a true digital transformation would require inspiring PwC’s workforce to embrace it.Changing the mindsetFeldman’s plan consisted of three steps, the first of which involved changing employee mindset about technology.“We fundamentally had to change mindsets and we did,” said Feldman. The company introduced a “BXT” process that tied together b…