How to Ensure You Are Tracking the Right Things in Google Analytics

How to Ensure You Are Tracking the Right Things in Google Analytics


Google Analytics is a powerful tool that you’ll find in pretty much every marketer’s stack. With it, you have the ability to track hundreds of metrics across your entire marketing stack to  your sales funnel and leverage it in your marketing game to improve your strategy.     This is valuable information right at your fingertips but even we have to admit that it can be overwhelming to look at all at once. While data is an important driver of well-planned and executed campaigns, you don’t want to get stuck […]

Podcasting and Influencer Marketing and SMS, Oh My!

Podcasting and Influencer Marketing and SMS, Oh My!


Variety is the spice of life. And yet, as marketers, it’s so easy to get stuck in a rut and stick with what we know.     As a company with its roots firmly planted in the realm of email marketing and marketing automation, we’re not about to suggest you abandon your old but profitable email habits. We are, however, thoroughly recommending that you complement your existing strategies with something a little, dare I say it, modern.    We already know that blogging and social media are perfect bedfellows for your […]

Influencer Marketing: What Impact Does It Have on Your Current Social Media Plan?

Influencer Marketing: What Impact Does It Have on Your Current Social Media Plan?


If your social media campaigns lack engagement, it may be time to inject a little personality into your brand and invest in influencer marketing.    Influencer marketing can be defined as a strategy primarily played out on social media channels. It typically involves brand mentions, endorsements and product placement from individuals who have an expert level of knowledge or wide sphere of influence across their field of interest.    It would be a mistake to dismiss the potential of influencer marketing as something that is only of interest to Gen […]

How Brand Ad Copy Plays a Critical Role in Share of Search

How Brand Ad Copy Plays a Critical Role in Share of Search


What is Share of Search? Share of Search is an organic metric that allows a company to gauge their brand visibility in organic search and compare with other brands in the industry. It’s quick to calculate, based on the number of times the company’s name gets typed into the Google search bar.     This is a way to gain insights on how your brand is doing, especially in the early stages of the customer sales journey, letting you know how you match up to competitors and when you need to […]

Why Are B2B Marketers Investing So Much in Content Marketing?

Why Are B2B Marketers Investing So Much in Content Marketing?


If you thought content marketing was a passing marketing trend, think again. Research by Statista suggests that B2B marketers are taking content marketing more seriously than ever in 2022. That research shows that 66% of marketers surveyed will increase their content marketing investment over the next 12 months. Furthermore, 20% of those marketers will increase that investment by 10% or more.    So why are B2B marketers investing so much in content marketing?    Changing B2B Buying Habits In many ways, B2B marketers are mirroring trends previously adopted in B2C […]

Big Data and Marketing Automation

Big Data and Marketing Automation


Regardless of your organization’s marketing budget, there is one thing that marketers are never short of—data. Every customer touchpoint creates a constant flow of valuable data. However, in an age when data has been referred to as the “new oil,” much of this data remains untapped. This is a shame because what you can do with that data is nothing short of transformational.    Big data is changing the world.    You might already be aware of the stories about how political organizations around the world (sometimes illicitly) used data […]

Social Media Marketing vs Traditional Marketing

Social Media Marketing vs Traditional Marketing


Let’s go back to those marketing 101 courses that break down the details of how the world of selling works. There’s the traditional path for marketing (TV, radio, direct mail, etc.) and now, thanks to the internet, there is also a digital path (email, SMS, social media, etc.). And, as we’ve all seen, digital is quickly becoming the dominant form of marketing especially when it comes to social media advertising.     Social media is everywhere and has the potential to reach nearly everyone. Just take my 80 year old grandmother […]

Analyzing Reports When You Are Distracted By Data

Analyzing Reports When You Are Distracted By Data


If you are one of those marketers that rush to check their analytic reports after sending a campaign, you might be missing a trick. This is because the process of successfully analyzing your marketing activities starts long before a campaign is actually sent.    Before you should start looking at your analytics, you need some context. That context starts with an objective because without that objective, your reports are just a load of meaningless data.    We’ve talked a lot about the importance of setting objectives before on this blog. […]

Keeping Your Search Campaigns Healthy

Keeping Your Search Campaigns Healthy


The old proverb, a watched pot doesn’t boil, doesn’t quite translate into the world of paid search. Unless you keep a close eye on your paid search campaigns, there is a genuine chance that your PPC pot will boil over and potentially burn your house down.    OK, perhaps we’re exaggerating here a little bit, but when a medium is as powerful as paid search, it is worth watching.    With Great Power Comes Great Responsibility The fact is, nothing will convert faster than a well-placed paid search campaign. Conversely, […]

Why HIPAA Compliance is Important Across All Digital Marketing Channels

Why HIPAA Compliance is Important Across All Digital Marketing Channels


As more of everything we do is conducted online, digital privacy should be something that everyone takes more seriously. This is because we know that if the wrong person accesses the right information at the wrong time, it can cause us more than a major inconvenience. Despite this, how many of us still use the same password to access every online service we use? And seriously, if you still use a password like “P4ssW0rd1”, you should probably give yourself a good talking to.    There are numerous rules, regulations, and […]

What are the Different Types of Facebook Ads?

What are the Different Types of Facebook Ads?


The world of Facebook Ads revolves around a few distinct ideas—the first being your objective, the second being your ad format, and the third being your targeting options. While many can get these mixed up, understanding the purpose of each of these will help you understand how Facebook Ads work and how to sort through the many different types to create an effective engagement tool.    Facebook Ad Objectives The ad objectives refer to your goals as a business owner. There are 15 objectives that business owners can choose from […]

How to Boost Conversions with Dynamic Content

How to Boost Conversions with Dynamic Content


Dynamic content has been so seamlessly incorporated into our everyday lives that we don’t really notice it’s happening. In fact, we’re more likely to notice when something isn’t optimized for our personal lifestyle and needs. Why is that?     Marketers understand the power of personalization and technology has given us unique ways to keep up with the evolving expectations of consumers. Because of this, consumers come across all kinds of platforms that already have their browsing behaviors in mind and ready. Searching for the next show to binge? Netflix has […]

How Dynamic Content Makes Your Marketing More Personal

How Dynamic Content Makes Your Marketing More Personal


Every relationship starts when two strangers connect for the first time and engage in conversation. In online marketing, that conversation typically begins on a website product page or landing page after a potential customer has conducted a specific search on Google (other search engines are available) or clicked on a link on a piece of content or social network.     From that initial click, marketers can learn a lot about their potential customer’s buying habits. In the seconds it takes to leap from a search engine to a website, we […]

SEO & Dynamic Content: How Do You Rank Content That Doesn’t Exist Yet?

SEO & Dynamic Content: How Do You Rank Content That Doesn’t Exist Yet?


Dynamic content offers marketers the opportunity to deliver highly targeted content based on a range of criteria, including client personas and user behavior. For marketers committed to delivering the right message to the right person at the right time, dynamic content is the “holy grail” of any content marketing strategy. However, as useful as dynamic content is, it doesn’t come without its problems.    One of the most frequently asked questions we hear about dynamic content from our clients is: How does Google rank dynamic content for SEO when that […]

How to Get Your Facebook Posts Seen by More People

How to Get Your Facebook Posts Seen by More People


Learning the intricacies of Facebook is not something you can master overnight, especially when there are so many factors involved in making a post great in the eyes of your users, and a different set of factors that make it great in the eyes of Facebook’s algorithm.     Luckily, the objective is similar with both, and that’s engagement. Getting a feel for engaging content while figuring out the tips and tricks of Facebook from its tools to its algorithms may be a bit of a learning curve, but it is […]

Email Marketing Key Performance Indicators for 2022

Email Marketing Key Performance Indicators for 2022


Great email marketing campaigns don’t start with a killer subject line or a compelling call to action. Instead, they begin with an objective. The fact is, if your email marketing strategy doesn’t have an objective, you’ll never know if it’s been successful or not.     When you set those objectives, you’ll need something to measure them against accurately. Even if you already consider your email marketing campaigns successful, anecdotal evidence isn’t good enough to justify the time and money you are investing in any marketing strategy. If you are looking […]

How to Determine Your Target Audience

How to Determine Your Target Audience


If you’re a marketer, you’ve probably spent years honing your skills in copywriting, design, marketing tech, ad platforms and the rest of the skills that come with the territory. On top of that, you’ve developed an extensive understanding of your business’s industry—the products, the services, the needs of your consumers, and the intricacies of the environments that surround them all. These are the things that come natural to us because they’re the world we live in every day. And when these two worlds meet, the results can be amazing—detail-rich whitepapers, […]

How to Better Analyze Your Competitors’ Keywords

How to Better Analyze Your Competitors’ Keywords


Keywords are everything when it comes to search engine optimization (SEO) efforts. Most of us have a basic understanding that in order to rank higher on search engines, our content has to be optimized with best practices and relevant keywords.     We also realize this isn’t a shot in the dark which is why many of us have dedicated software or teams who work specifically on keyword research. After that’s all good and done, we can feel comfortable with our efforts and leave the fate of our website performance up […]

ADA Compliance Roundup

ADA Compliance Roundup


Many of us have some sort of understanding when it comes to ADA compliance in the real world. Entrances equipped with ramps, sidewalks or loading zones that make coming and going accessible, and elevators inside locations with multiple floors plus wide enough doorways and low enough countertops.     But what about accessibility in the digital world? A website that is ADA compliant keeps everyone in mind. This is especially important when one in four adults in the U.S. live with a disability. While the ADA doesn’t explicitly address internet […]

Essentials for Getting Noticed on Facebook

Essentials for Getting Noticed on Facebook


We’d all love for our Facebook posts to work exactly like we have in mind, showing up exactly when and where we want them to and to the exact (and large) audience we are targeting. Unfortunately for us marketers, Facebook has a mind of its own and we are left to keep up where we can.   To effectively manage our social campaigns on this platform, we need to learn how to think like Facebook. This means understanding what works and what doesn’t, and what that looks like to the […]

What is Data Fluidity and What Does It Mean for Your Business?

What is Data Fluidity and What Does It Mean for Your Business?


Data fluidity is a strategy that ensures your data flows freely throughout your entire marketing organization and is available whenever and wherever it is needed. This is important because when data is the lifeblood of your business, having the ability to access, analyze and exploit that information at any point of exposure can provide an incredible competitive advantage.     Improving data fluidity can be quite a complicated journey. This is because your organization’s data is exposed, interrogated, and manipulated at numerous junctions. Furthermore, any number of marketing engagements could influence […]

What Does It Mean to Be Personal in Today’s World?

What Does It Mean to Be Personal in Today’s World?


With so many people in the email marketing industry focused on list size, it’s sometimes difficult to remember that email success is primarily based on sending the right message to the right person at the right time. This means getting personal.    But what does it mean to be personal in today’s email marketing world?    The Importance of Email Marketing Personalization Email marketing personalization is all about building a better relationship with your subscribers. This approach is important because your email marketing campaigns have a lot of competition and […]

State of Email Marketing 2021

State of Email Marketing 2021


Email is more relevant and engaging going into 2022 than it has ever been.     As the new normal set in for 2021, marketers continued to send email (not surprising). They have set goals for 2022 and plan to evolve their marketing programs.     Success is dependent upon what your objectives and KPIs are. They are unique to each email program and having the right tools in place will help you achieve success.     What will email marketers be doing and where will they spend their time? […]

Can Search Be Personal?

Can Search Be Personal?


The theme for the month is personalization and we want to tackle this topic in all realms of the marketing world, using this piece to touch specifically on search.   Keywords are important and rankings are important. Our expert SEO teams have this down pat. But is there a way to look at it from a non-technical perspective? You know, the consumer perspective? That’s where we get personal.   What Affects Search Results? Every user’s search process will be different from the next (unless you’re browsing signed out, incognito, or […]

How to Get Personal in Social Media

How to Get Personal in Social Media


Social media has driven the way society interacts with one another. This is a highly personalized world of its own which means making a post is all you have to do to get involved, right? Wrong.   Just like how we as marketers take the time to craft our email personalization and customer experience skills, social media personalization requires the same effort and innovation.   Social media users want to be treated like the individuals they are and companies that take the extra steps to create these personalized experiences can […]

Looking Forward to 2022: Last Minute Prep for the New Year

Looking Forward to 2022: Last Minute Prep for the New Year


As another “interesting” year comes to a close, it’s the perfect time to take stock of the last 12 months and start looking at how your business can optimize your marketing activities in the year ahead.   We throw the word “optimization” around quite a bit in the marketing world—but in 2022, optimization will be more important than ever. This is because, if you haven’t noticed, the world has changed quite a lot over the last couple of years.   The global pandemic has acted as an incredible accelerant in […]

How to Create an Implementation Plan for Your Content Strategy

How to Create an Implementation Plan for Your Content Strategy


As a project manager, my forte isn’t content strategy or copywriting. But I do appreciate a good process and believe strengthening process can strengthen output.   A lot of work goes into content planning—analyzing data and defining your audience, topics, formats, goals, etc. All of that is fruitless work if it’s not followed with a strong implementation plan.   Once you have your content strategy planned out for 2022, follow these steps to create and maintain a schedule.   Create a Breakdown of Deliverables You likely have a head start […]


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