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Showing posts from January 17, 2020
Instapage

Why focusing on martech is too myopic

Yes, I realize that this is provocative and have donned my battle armor in preparation for your retort.According to our own definition, martech is the blending of marketing and technology. Pretty straightforward assuming we’re talking about marketing in the traditional sense.In school, we were all taught about the sales funnel. It’s a very linear experience that basically boils down to four basic phases: Awareness -> Interest -> Desire -> Action. And if we’re thinking traditional marketing here, our shiny martech tools would likely cover the awareness, interest and desire phases of that model while we leave action to those weird salespeople down the hall.But we all know that this model is no longer relevant. With the advent of digital, our consumers now have a powerful voice. Disappoint one of them during the customer journey and they very well may leverage that voice to express their displeasure to the world, ultimately hampering future sales efforts.In fact, 56% of people a…

SEO competition research: The complete guide

How to learn SEO competition research or in fact anything at all? Well, there’s actually doing it, of course. But doing it without knowing what to aim for and what’s actually working doesn’t do you much good. There’s, of course, reading about it. But as far as I’m concerned, the most effective way to learn to do something is to watch somebody do it well. A large part of SEO efforts is about monitoring what actually works for other people in your particular niche. So you need to keep an eye on the people that rank higher than you. Then, using specialized tools you’ll be able to reverse engineer the strategies they used. From then on, you’ll be able to implement those same things in your own campaigns.What do we talk about when it’s about competition research?Doing SEO competition research means analyzing your competitors’ SEO efforts in order to augment your own. So how to actually research your competition? Generally, it all boils down to the following steps:Picking the right competit…