Sometimes, something that sounds too good to be true actually isn't. Paid Search (or Search Engine Marketing) really is one of the most effective and cost-efficient forms of advertising currently available. Read why I love Paid Search.
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Why I Love Paid Search
Posted by David Sonn on May 7th, 2012 at 12:05 pm
Tags: paid search, search engine advertising, search engine marketing, search marketing, sem
Posted in Media Planning & Buying, Opinions, Search, Websites | No Comments »
The Hierarchy of Web Presence Optimization
Posted by Krista LaRiviere on May 2nd, 2012 at 7:40 am
Much has changed in the SEO landscape and the practice of organic search optimization over the past year - from the ongoing Panda and Freshness updates to the introduction of Google+ and Search plus Your World. Then Google started encrypting a vast majority of keywords referred from organic search, and now Google has announced that websites will be penalized for “over SEOing.”
If you are a marketer you must be thinking, “How do I know if we are maximizing our SEO investment given all the changes Google has introduced?” If you are an SEO or marketing consultant you are probably asking yourself, “How do I sell my services and prove value to my clients?”
Although a lot has changed, two aspects of SEO remain certain:
SEO is not dead, nor will it die in the foreseeable future. Billions of marketing dollars are invested every year into “being found” organically in the search engines and this trend will continue. With more than a billion Google searches performed worldwide every day SEO is not going away.
The way we perform and measure organic search optimization has to change and is changing. Blatantly building out backlinks and optimizing on-site content is not enough. Measuring only rank and... Read more
Tags: content, content marketing, Digital Marketing, online marketing, optimized content strategy, Search, seo, social media marketing, social media strategy, Strategy, web presence optimization
Posted in Search, Social Media, Web Analytics | 1 Comment »
Grow SMB Revenues With Buyer-Based Marketing
Posted by Tony Zambito on April 30th, 2012 at 5:49 am
This is part 3 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base.
The sheer size of the SMB makes for a daunting task for any organization intent on marketing to the SMB segment. When you consider some Fortune 1000 or Global 2000 organizations can have in the 10’s or 100’s of thousands of companies in their customer bases, the expression of zeroing in on your target buyer can sound near impossible. It is a dilemma however that cannot be ignored. The U.S. Small business Administration estimates that the SMB segment accounts for better than 98% of all businesses in the United States.
In the previous article in this series, How To Get To Know The New SMB Buyer, I touched upon the means to get to know the SMB buyer. Marketing to the SMB segment and buyers should first start with visiting the segmentation issue a little deeper. There have been many means tried for SMB segmentation whether it is by size, type, vertical, products, solutions, and etc. To some degree, they have helped to... Read more
Tags: buyer behavior, buyer experience, buyer insight, buyer journey, buyer persona, buyer persona development, buyer persona marketing, buyer personas, buyer strategy, buyergraphics, buyerology, content, content marketing, Digital Marketing, small business, small business marketing, Strategy, Targeting, Tony Zambito
Posted in Creative Best Practices, Email, Emerging Platforms, Opinions, Search, Social Media, Targeting | No Comments »
10 SEO Metrics Every Company Needs to Measure Regularly
Posted by Chris Adams on April 24th, 2012 at 10:00 am
Follow these 10 SEO metrics to track the progress of your web presence in organic search. Each metric provides signals as to what is working and what is not in your SEO strategy. Pick a few SEO metrics to get started, measure them on a consistent basis and take action from the data.
Tags: content marketing, online marketing, optimized content strategy, Search, seo, seo metrics, seo strategy, social media marketing, social media strategy, web presence optimization
Posted in Search, Social Media, Web Analytics | 2 Comments »
How To Get To Know The New SMB Buyer
Posted by Tony Zambito on April 18th, 2012 at 1:47 pm
This is part 2 of a series on the challenge of targeting SMB markets and how the use of buyer modeling and buyer-based marketing help organizations to grow their SMB customer base.
In the first article of this series, we visited two new realities. One, that many Fortune 1000 and Global 2000 organizations are turning a focused eye towards growing their SMB customer and revenue base. With revenue growth potential shrinking in larger strategic accounts due to budget and pricing pressures, many are dedicating attention and resources with more determination than in the past. The second reality is that they are finding a very different buyer this time around than in the past. Simply put, SMB buyers are more social, more sophisticated, more connected, and are transforming their buying behaviors at an accelerated pace. New technologies opening their world to advantages only once afforded to large enterprises.
Waking up to these new realities has set up another challenge for executive leaders. That is of how to get to know the new SMB buyer. Here’s how one sales executive put this to me recently:
“One of the things we realized is that we have got to... Read more
Tags: buyer experience, buyer modleing, buyer persona, buyer persona development, buyer persona marketing, buyer personas, buyer research, buyergraphics, buyerology, content, predictive buyer modleing, small business, small business marketing, social marketing, Tony Zambito
Posted in Creative Best Practices, Email, Emerging Platforms, Media Planning & Buying, Opinions, Search, Social Media, Targeting | No Comments »
