'Search' Category

The Future of Search: Drive Big Profits with Competitive Intelligence

Posted by Kent Lewis on October 23rd, 2014 at 5:27 pm

In the second to last session of the day, Michael Sticker, Director of Marketing for SEMrush, stepped up to discuss competitive intelligence and search marketing. The first topic Stickler covered understands the value of organic traffic and how to put a dollar value on it. Of course this is what his platform does and as a customer, I can tell you it is a powerful competitive intelligence tool. He included links to helpful reports that outline how much Fortune companies spend on paid search that will be available on SlideShare soon. He cites Patel’s generously detailed blog posts with insights, most recently on how he grew traffic 174 percent with is latest startup. He spent a good deal of time walking through the SEMrush platform and recommended a few other tools like MOZ FollowerWonk.
Jamie Smith with EngineReady and iSpionage followed Stickler to provide perspective from the paid side of search in regards to competitive intelligence. Smith outlined seven spying strategies to dominate your competition. For starters, there are four components to measure:

Visibility: impression, rank or position)
Creative: click-through rate (CTR) or conversion rate
Continuity: CTR, bounce and conversion rate
Conversion: conversion rate, cost per acquisition (CPA), return on ad spend (ROAS) or return... Read more

Startup Marketing Conference: 5 Low-Cost, High-Impact Ways to Grow Your Brand

Posted by Kent Lewis on October 23rd, 2014 at 2:51 pm

At the Startup Marketing Conference, Shira Abel, CEO of Hunter & Bard (and soon Muskateer) shared her thoughts on marketing on a budget. For starters, do not waste money marketing until you have a great product (or close to it). The next step is to focus on consistently thrilling the customer. The five low-cost, high impact ways to grow your brand are outlined below

Great product (word of mouth has a 70 percent trust rate)
PR (earned media, exposes you to large markets and has a 40 percent trust rate)
Content (owned media)
Email marketing (it has the highest ROI of all digital marketing, according to Shira)
Behavioral engineering (social proof for an achievement-oriented culture)
SEO, advertising & affiliate marketing (ad trust rate is 14-17% trust rate)
Relationship marketing

When it comes to doing PR for your brand, there are a few key steps:

Identify, connect with and engage industry influencers and media
Give them valuable information and build trust
Offer them initial beta product to test in exchange for coverage
Keep your ask short and reach out on a slow news day

Content can be cost-effective but time-consuming. That means you need to decide, as a startup, where your time (and money) is best spent. Content builds the brand and a relationship... Read more

Case Study of a Successful Affiliate Website

Posted by Mike Hall on October 8th, 2014 at 2:50 pm

The purpose of this post is two-fold - to report on the results of an affiliate project I wrote about last year in my post, "How to Get an Affiliate Site Up, Running and Earning in 2 Weeks", and to introduce my next affiliate project (which I will also document the results of).

Social Media Helping Level the Playing Field for Craft Breweries

Posted by Neal Leavitt on June 29th, 2014 at 8:14 pm

Craft breweries have produced scores of award-winning beers over the years and according to the Houston Chronicle, will garner sales of over $7 billion nationwide in 2014. But just having a tasty ale or lager is no guarantee these days for long-term business success as the gigantic ad/marketing budgets of the major breweries can drown out craft breweries attempts to snare market share.
“The number of new craft breweries has exploded in the past few years and the market is getting crowded,” said Melani Gordon, who co-founded San Diego-based TapHunter. The company provides on- and off-premise accounts with time- and money-saving tools that automatically update beverage inventory on social media channels, websites, and print, digital display, and tablet menus. This exposure empowers their customers by helping transform beer, spirits, and cocktail menus into valuable revenue producers.
Gordon said those craft breweries that don’t put some serious thought behind their brand and voice will struggle.
“There’s no magic formula for craft breweries to find consumers so the new breweries need to build a brand and web presence because it’s challenging today to stand out,” added Gordon. “In addition, there are a lot of inefficiencies in the retail distribution model, making it... Read more

SEO and Content Marketing, and How They Work Hand in Hand

Posted by Willie Pena on June 9th, 2014 at 8:00 am

When it comes to online marketing, it is important to grab the attention of people and search engines. In order for businesses to do that right, it takes a concerted focus on both search engine optimization (SEO) and content marketing, and it is important for businesses to understand the difference.
While both go hand in hand, simply creating content will not take care of all SEO tasks. There is much more to attaining a visible online presence than just that. SEO helps businesses cast a wider net. Content marketing helps in converting traffic into sales.
Content Marketing to Get the Word Out

SEO incorporates everything on your website. While content marketing should involve an SEO-driven keyword strategy, it is also the aspect of your marketing that should work to engage your audience. It needs to be engaging and educational all at once.
Here is an example of a few content marketing-related platforms and strategies:
• Blogging
• Video
• Social media
• White papers
• eBooks
• Web page content
• Content curation
• Infographics (cool read about how inforagphics are accelerating online marketing efforts.)
It is important to think long and hard about the strategy that you want to use for your business in creating content. Chances are, it is how... Read more