30-second summary: Account-based marketing (ABM) helps build a personal bond with your target audience, assuring them that you understand their unique wants and needs ABM is considered the most financially successful marketing approach by 97 percent of businesses ABM can be used in conjunction with inbound marketing for maximum effectiveness, which ties into an effective SEO strategy Use SEO keywords to learn what your target audience is looking for and attract interest from all levels of a business SEO analytics – especially insights into consumer interests, behavior, and preferences – aid the construction of an effective account-based marketing strategy Priorities in business marketing have drastically shifted in the online age.
30-second summary: Within the digital marketing space, the conversation around privacy and cookie changes has focused heavily on programmatic and paid social But how will third-party cookie deprecation and new privacy regulations impact paid search? Here is what search marketers can expect and how to prepare In the digital marketing world, targeting, measurement, and optimization have foundationally relied on the ability to accurately track user behaviors and performance across the web. However, as we all know, platforms like Google and Apple have introduced privacy-focused initiatives over the past few years that complicate targeting and measurement for advertisers
30-second summary: There have been three core updates in 2021, released in June, July, and November, while another was rumored but unconfirmed in October Featured snippets that fell under the YMYL algorithm were unexpectedly removed in February, then restored in March Product reviews came under the microscope in April, with marketing and sales-centric language penalized in favor of expertise on review-centric websites Multiple spam updates unfolded throughout the year, though these updates should not impact any website that follows Google’s guidelines Successful SEO strategy is akin to dancing the tango with Google updates. Unfortunately for copywriters, the Big G can be an unpredictable partner at times.
30-second summary: Social media has increasingly become a key avenue for the fate of brands’ online performance There is a relation between brand perception, social listening, customer service, and the eventual consumer spending power Here’s how social media marketers can make the most of social channels to drive business value In order to gain sales and increase leads, social media marketing must be fully integrated within a company’s overall marketing strategy – including search.
30-second summary: To ensure organic visibility for your seasonal pages, start creating, optimizing, and analyzing them now Start creating, organizing, and scheduling seasonal content assets now for a head-start when it’s time to start focusing on driving sales Evaluate your past seasonal content performance to be able to recycle, update, and possibly even expand them into standalone projects Research your competitive tactics to evaluate how they utilize seasonality in their digital marketing strategy Create a detailed editorial calendar to plan out all assignments and deadlines to “catch” the rising interest in seasonal content and deals Summer is a slow season for many businesses, especially those in a B2B niche.
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Here’s how you can master your next seasonal digital marketing campaign
30-second summary: Most marketers diversify their content programs too quickly, endangering the program from the start Successful content marketers and media companies focus on fewer platform channels Instead of adding more channels, killing off underperforming channels works better Perform a content audit to find out channels in which you should stop creating content The problem is, simply put, out of control. Just because a company or individual can create and distribute content on a platform, doesn’t mean they should.
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Why killing your content marketing makes the most sense
30-second summary: In 2020, majority of the 181.7 billion U.S. dollar revenues came from advertising through Google Sites or its network sites Even though they will be removing the third-party cookie from 2022, the search giant still has a wealth of first-party data from its 270+ products, services, and platforms The Trade Desk’s 20 percent stock price drop is proof of Google’s monopoly and why it shouldn’t enjoy it anymore Google expert, Susan Dolan draws from her rich experience and details the current search scape, insights and predicts future key themes that will arise out of the 3p cookie death Imagine search as a jungle gym, you automatically imagine Google as the kingpin player on this ground. This has been a reality for decades now and we all know the downside of autonomy which is why the industry now acknowledges a need for regulation.
30-second summary: Keywords represent the tip of the iceberg when it comes to understanding consumer intent Using AI-powered chatbots, conversational data that occurs over messaging channels like Facebook Messenger and Instagram Messaging can give businesses a deeper understanding of what consumers want Below, we’ll discuss how conversational marketing platforms like Spectrm use natural language processing (NLP) and artificial intelligence (AI) to guide customers through the buying funnel A robust conversational marketing platform makes it possible for companies to build chatbots that engage and convert customers on the websites, apps, and social platforms where people spend their time For more than two decades, Google and other search engines have attempted to crack the consumer intent code. The entry point for a search marketing campaign is the keyword list.
30-second summary: Very few SMBs use multiple channels for their online advertising Facebook is the most effective channel based on the cost for CPM and CPC It’s important to remember that every business is unique when it comes to deciding on budget allocation For any business in the software as a service (SaaS) space, data analysis and science are crucial to ensure they keep pushing ahead to reveal those insights that can really make a difference. With this in mind, the Cambridge MBA team looked to leverage Adzooma’s extensive data to identify new ways for SMBs to maximize their ad spend with cross-channel marketing.
30-second summary: Most marketers agree that creating content is a core business strategy SEO can help you capitalize on the content you’ve created and see lasting results Create content around common sales objections to improve the sales process Instead of going all-in on the best-case scenario of in-person events being able to happen in 2021, create a plan based on what you know works now and could continue to work into the future as well With 2020 pulling the rug out from under pretty much everyone, it’s no surprise that marketing has had to shift over the past year. Where the focus for many organizations was once in-person meetings and events like trade shows and conventions, it’s now mostly shifted to tactics that can be deployed remotely. The biggest winner out of all this change has, without a doubt, been content marketing
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Where do you take your marketing strategy from here?