Skip to main content

Posts

Showing posts from April 19, 2019
Instapage

3 steps to signing more clients

If you’re reading this, chances are that your agency is already using or considering a marketing automation platform to help your clients grow their funnels of customers or prospects and win more business.Despite using it for clients, however, many agencies are still not using marketing automation internally to support their own business development strategies. Marketing automation is hands down the best tool for achieving the three “gets” that any agency needs in order to grow: Getting found, getting the meeting, and getting the business.In this issue of Agency Perspectives from Sharp Spring, you will:Learn why you should use marketing automation internally for your agency in addition to using it for clients.Discover new strategies for generating awareness, leads and conversions.Get actionable tips for optimizing your lists, workflows, content library and more.Visit Digital Marketing Depot to download “3 Steps to Signing More Clients.”The post 3 steps to signing more clients appeared…

New customer acquisition vs. retention: 7 best practices for search

Like nearly all retailers, a large health and beauty organization is facing escalating competition and CPCs on search. The performance marketing team realizes it can’t keep paying heightening costs to acquire the same levels of revenue from repeat customers.At the same time, the team recognizes it can better coordinate its strategy on other channels. Retargeting, email and direct can work together more cohesively to push customers to purchase once they’re in the door, or back in the door, from search.They developed a new strategy for tackling Google Ads, one focused on identifying and treating new customers differently than returning customers. The ultimate goal is to achieve more granular return targets for new versus repeat customers, with repeat customers generating a much more efficient return than in the past.This scenario is not an isolated case. Many performance marketing teams in retail are keen to understand how a new-versus-repeat customer model works for search. Some of the…

Digital marketers on Pinterest IPO: Get in early while costs are low, learning opportunities are high

Pinterest’s Chief Product Officer Evan Sharp and CEO Ben Silbermann Pinterest debuted on the New York Stock Exchange on Thursday under the ticker symbol PINS. The stock climbed 28.4% over the course of the day, with a market cap of nearly $13 billion.Following the company’s IPO, CEO Ben Silbermann told CNBC that Pinterest is less focused on making itself a platform where users talk to friends every day or follow celebrities, and instead, thinks of itself as more of a utility.“I think that’s something we’re enabled to do by the fact that we’re an inspiration platform. We don’t claim to be a free speech platform or a place that everyone can publish anything,” said Silbermann, “The really cool thing about advertising on Pinterest is that people are there to get inspiration and do things, and that often means buying.”Advertisers should get in early. January Digital’s CEO Vic Drabicky believes Pinterest has an immense opportunity from a revenue perspective with advertisers hungry for new ch…

Using Python to recover SEO site traffic (Part three)

When you incorporate machine learning techniques to speed up SEO recovery, the results can be amazing.This is the third and last installment from our series on using Python to speed SEO traffic recovery. In part one, I explained how our unique approach, that we call “winners vs losers” helps us quickly narrow down the pages losing traffic to find the main reason for the drop. In part two, we improved on our initial approach to manually group pages using regular expressions, which is very useful when you have sites with thousands or millions of pages, which is typically the case with ecommerce sites. In part three, we will learn something really exciting. We will learn to automatically group pages using machine learning.As mentioned before, you can find the code used in part one, two and three in this Google Colab notebook.Let’s get started.URL matching vs content matchingWhen we grouped pages manually in part two, we benefited from the fact the URLs groups had clear patterns (collecti…

Here’s how to get the most out of your marketing analytics investment

Gartner recently published their Predicts 2019 research report, outlining several converging trends that pose a threat to CMOs and marketing organizations. The report also makes several bold predictions including that “by 2023, 60 percent of CMOs will slash the size of their marketing analytics departments by 50 percent because of a failure to realize promised improvements.”The number one success factor for CMOs today is the ability to effectively leverage customer data and analytics. And yet, according to Gartner’s report, companies today are clearly not demonstrating consistent return on that investment, a problem which often stems from a lack of marketing analytics leaders and the organizational structure necessary to effectively translate data and insights into action.To discuss in more detail, we chatted with one of the authors of the Gartner report, Charles Golvin, to explore what CMOs and marketing leaders can do to buck the prediction and drive stronger results for their marke…

How National Public Radio reinvented itself for an on-demand audience

Meg Goldthwaite, Chief Marketing Officer at National Public Radio, took the stage at MarTech in San Jose on April 4 and offered a lively exposition of NPR’s approach to content programming in an era where sound-oriented media are increasingly consumed through voice-enabled devices such as Alexa, Google Home and smartphones equipped with voice assistants like Android’s Google Assistant and Apple’s Siri.“We’re in somewhat of an audio renaissance right now,” said Goldthwaite, noting that NPR has been the top producer of podcast content for the last three years running. She mentioned NPR’s long-standing reputation for using audio to tell compelling stories but explained that the role of such content providers in the lives of consumers has shifted radically in recent years, as content consumption has become a part of today’s on-demand culture.In the previous era, all listening was “appointment listening,” and the family gathered around the radio at a set time to experience their favorite p…

MarTech West Overtime: How B2B marketers can reach buying committees at their target accounts

Peter Isaacson, CMO and account-based marketing leader at Demandbase, presented at MarTech West about how to reach buying committees at target accounts. Questions were submitted by attendees around intent, KPIs and the journey of the buying committee and Isaacson took the time to share some insights with us.How do you use AI – along with intent – to reach the buying committee early?The goal of all B2B marketing and sales is to reach the buying committee at your target accounts, i.e., the people who will sign off on a purchase and all of the influencers who are going to contribute to the decision. The challenge has been how to identify that buying committee because they are by nature ad hoc, ephemeral and different at every organization. And quite frankly, different for every purchase.It’s very difficult to identify the buying committee, but technology now allows these people to self-identify themselves. The people who are researching the topics and keywords that are connected to your …

Here’s how digital word of mouth and search have converged

For many industry practitioners, including me, the Moz Local Search Ranking Factors report serves as a useful and reference throughout the year to stay abreast of local search ranking signals (disclaimer, I’ve been a participant since 2014). One takeaway from the most recent Moz report that continues to resonate is this:A business’s customer reviews as a ranking signal have increased in importance by 17 percent year over year and by 43 percent over the past three years.As the survey founder David Mihm told Moz, “In mid-to-large metro areas, even industries where ranking in the 3-pack used to be possible with a handful of reviews or no reviews, now feature businesses with dozens of reviews at a minimum — and many within the last few months, which speaks to the importance of a steady stream of feedback.”The influence of reviews on the Moz rankings underscores how word of mouth has evolved in the digital age to have even more impact a business – to affect not only reputation but also vis…

Study: How ready are businesses for voice search?

“So… most businesses know about voice search. But has this knowledge helped them optimize for it?”An interesting report recently released by Uberall sought to address that exact question. For as much as we talk about the importance of voice search, and even how to optimize for it — are people actually doing it?In this report, researchers analyzed 73,000 business locations (using the Boston Metro area as their sample set), across 37 different voice search directories, as well as across SMBs, mid-market, and enterprise.They looked at a number of factors including accuracy of address, business hours, phone number, name, website, and zip code, as well as accuracy across various voice search directories.In order, this was how they weighted the importance of a listing’s information:And pictured below are “the 37 most important voice search directories” that they accounted for.Uberall analysts did note, however, that Google (search + maps), Yelp, and Bing together represent about 90% of the …