Here we come again with our list of this week's best articles on digital marketing that we found across the Internet. These have been categorized into content marketing, social media, search engine optimization, email marketing and link building. Take a look at them and we are sure you will love going through them.
If you only focus on pitching your product, you won’t be able to connect with people who are looking to solve challenges. By the time you know you need a solution, chances are you may have found an affinity for another brand which has answered your questions along the way. But, when content marketing is done well, it helps with everything from building brand awareness through sales to customer retention and up-sell.
Creating good, compelling content, however, is easier said than done. All the common digital strategy steps – honing in on your brand purpose, setting marketing goals, understanding your audience through personas, and targeting specific channels on which to reach them – are all essential to the process. One of the biggest rookie mistakes when it comes to content marketing is ignoring consistency in your content creation.
Search Engine Optimization
Local search has changed massively over the past few years. With adwords, maps, local listings and directories taking up increasing room in search, even a number 1 ranking won’t necessarily drive the traffic and inquiries you need. The good news is, for the smart marketer this represents an opportunity. First and foremost, it’s time that local SEOs working with local businesses advise on or learn adwords.
SEO is about making decisions and adjusting strategy based on data. Simply put, taking action is much easier when its effectiveness can be measured with the correct data. A KPI should be used as a measurement of success. In most cases, a website’s goal is to bring in traffic, specifically through targeted queries. This is still the case for business to business (B2B) companies, but unlike a content based-site, or even an eCommerce B2C site, B2B websites are designed with long lead-times in mind.
Search engines trawl the web, sifting through billions of data points to serve up information in a fraction of a second. The access to instant information you’ve come to take for granted is based on an enormous system of data retrieval and software. Results are displayed after you search for something in a search engine. Every web page displayed is called a search result, and the order in which the search results are displayed is known as ranking.
Are you fully leveraging the power of your social team? Have you considered using social for more than just marketing? Your social team can do more than manage your online community. Your team can also support the goals and functions of other departments in your business. Whether your business is working on annual or seasonal campaigns across traditional or digital channels, your social team can offer useful data and information on positioning and the opportunity to meet gaps in the marketplace.
No one can say that there aren’t many benefits of having a strong personal brand on social media. Using social media to showcase your background, skills, talent and expertise is a no-brainer. But the benefits of personal branding on social media aren’t limited to the owner of that brand only. Riding employees’ coattails makes sense if you can help get the word out to a broader, perhaps even better, audience.
Each marketing project has unique requirements, and so you need a competent guide to what tools are out there, who they're made for, and just they can do. For the new marketer MailChimp offers help like 'forever free' listings under five-hundred subscribers. When you're managing a smaller list, maybe hundreds or thousands, or the low tens, and you're focused on internet leads, then AWeber is a good choice.
Traffic to the blog from your email notifications gives you an indication of how these emails are doing, but it's not a full picture of how well your emails themselves are doing. Most of your metrics are up and to the right, but you'd like to draw your attention to two of the most important: Clicks and CTR. If you delivery is down it’s because you’ve unsubscribed way more people from this list when the workflow first kicked off.
Broken link building has it all. Scalable. White hat. Powerful. There’s only one problem: finding broken links is a HUGE pain. That is, unless you know about a little-known wrinkle in Wikipedia’s editing system.You see, when a Wikipedia editor stumbles on a dead link, they don’t delete the link right away. This footnote gives other editors a chance to confirm that the link is actually dead before removing it. And that simple footnote makes finding broken links dead simple.