Most of you are aware of the marketing funnel, which describes the different phases in the buyer’s journey. A typical way to slice up the funnel is in terms of Awareness, Consideration, Conversion, Loyalty, and Advocacy as shown in the diagram from Adam Cohen’s blog at right. With limited budgets, in what phase of the funnel do you concentrate your resources? Some folks believe you invest the lion’s share of your resources at the conversion or purchase phase because it is the most efficient. Others believe the Awareness phase is the most important, because developing it is the surest way to grow your business. Read the remainder of this entry »
Archive for the Paid Search Category
Last month, I explained how I help executives descend a common learning curve, to get them to buy into outside-in marketing. Most executives from traditional marketing backgrounds build branding campaigns and drive eyeballs to them through advertising. I explained how this model doesn’t work especially well in digital, where the target audience is more skeptical and proactive than in traditional media. Rather than being pushed passive messages, the digital audience needs to be pulled into active engagements. Read the remainder of this entry »
Not long after I talked about building search campaigns that convert, Google rolled out its “Enhanced Campaigns” feature. Designed to integrate mobile campaigns into AdWords more completely, the change has been met with a number of questions and concerns. The biggest question, by far: “Enhanced”" for whom, exactly? Read on and see…
Last month, I wrote about how SEO is not just the domain of consultants. Rather, every person in digital media production needs to know how their work affects search effectiveness. If SEO is seen not as a well-kept secret by the few SEO consultants, but as a vital skill for everyone, organizations will be much more effective in producing findable content for the target audience, especially in the age of Google Panda. Thing is, if you rely on Google to discover your content and give it the value it deserves, you will often be disappointed. You also need to build a network of links into your content, which tell Google about the relative importance of the content in the context of other related content. In the age of Google Penguin, this can’t be an artificial process performed by SEO consultants. It needs to be built into the publishing process. This means coordinating your publishing efforts with other internal content strategists, with paid search leads, media relations managers, and especially community managers. Giving these folks the SEO skills they need to help promote your content is just as important as building the content right in the first place.
I used to think our book, Audience, Relevance and Search was the only book that emphasized basing your whole marketing and communications enterprise upon keyword data. That was until I read the second edition of Vanessa Fox’s Marketing in the Age of Google. Ms. Fox, who ran Google Webmaster Central before becoming an independent author and speaker, emphasizes using keyword data in every phase of the marketing, advertising, and communications lifecycle. Read the remainder of this entry »