One of the fun parts of my job is that I work with very smart people–my clients. One of them told me that they have no interest in figuring out their LinkedIn strategy. It’s not that he doesn’t care about LinkedIn–far from it–but he is voicing something that is critically important in marketing: understanding the difference between tactics and strategy. His point is that if you don’t understand your overall strategy, you’re not ready to think about LinkedIn. Read the remainder of this entry »
Archive for January, 2013
Paid search can seem almost magical at times. You plunk down your credit card, craft some ads, and watch the traffic come rolling in. But getting the most out of your search marketing efforts requires connecting those ads to business results. And the best way to do that is to drive your search traffic through to conversion (If you need more background on what conversions and conversion rate are, check out our past coverage of conversion tracking fundamentals). In this post, I walk you through three tips can help you improve your conversion rate and lower your cost to drive those conversions. Pretty cool, huh? Read the remainder of this entry »
I am so impressed by how well brands are messaging these days. People are spending the money and devoting the resources required to create compelling and engaging social media posts, not only just on Facebook but also on LinkedIn, Twitter, Pinterest, and even Google+. There’s a problem, however: while I am impressed with the quality, generosity, and creativity of the posts as well as the kindness and responsiveness of the replies to queries via social media, is it money well-spent if the room is virtually empty? Read the remainder of this entry »
Content marketing is a valuable part of any business strategy and it comes in many forms. Though the term is overused, its implementation is underutilized. A study by digital marketing company IMN found that 78 percent of companies surveyed placed content marketing as a high or medium-to-high priority but only 52 percent reported a formal content marketing strategy in place for every channel of distribution. What’s more – only 50 percent in industries like financial services, software, banking and insurance said their companies had no content marketing calendar.
Facebook has recently announced its new Graph Search product. Aside from needing some very serious counsel on naming a product (Graph Search? Really? Middle America and the rest of the non-tech world will most certainly understand that one….geesh!) it raises many questions about just how patient Facebook and its account holders are going to be around this new idea. Read the remainder of this entry »