Here are the four key steps to consider when creating a marketing strategy. First, the business needs to identify the audience that satisfies its objectives and goals and the product that matches the audience's needs and aspirations. Second, the content that would answer the audience's queries. Once created, the content will be promoted on the relevant channels, while also considering the query's intent (from navigational to transactional intent). Finally, no marketing strategy would be completed without data analysis that leads to an actionable feedback loop.
Since third-party cookies have been disabled from Google Chrome and most of the search engines, businesses need to focus on a more direct approach to engage with their customers. This first-party approach can be divided into four steps. First, build a marketing approach that focuses on a direct relationship between the brand and its customers. Second, invest in a secure database that guarantees data privacy and allows data clean-up on request. Third, utilise Global Site Tag Manager to track website traffic and conversions (don't forget to add both cookie and privacy notifications). And finally, invest in a first-party privacy approach that builds on a long-lasting relationship between the brand and its customers.
Here are 3 of the latest additions to Search. Search can be done via text or image. If a user search for "Shopping + Product name", SERP will display maps to locate nearby stores, relevant ads, and product images. Finally, Google shopping ads have turned images into browsable experiences.
Align the Marketing Strategy to Business ObjectivesStefania Borchia
Ā
To deliver marketing results that bring in business objectives, the first step is to clearly define those objectives. That means that after a business objective has been defined (use the S.M.A.R.T. chart), that objective should be translated into an audience the business wants to connect to. If, for example, a business wants to sell its offering into a new market, the latter will be defined by an audience having a clear identity. Such identity could include demographic, sociographic, and behavioural traits. Those traits will help the marketing team design a marketing campaign that caters to the audience's identity (such as messaging, value proposition, promotion, price, and marketing channel).
Branding should always align with marketing and business objectives. And to do that, we need to keep into consideration how familiar the audience is with the brand. The less familiar the audience is the longer it will take to convert. Once a brand has built its audience, a long-term image campaign will help the business turn its customers into long-term customers and brand advocates.
When creating an SEO report, you should include three levels of analysis. The first one is tactical. It summarises what has been done. It should consist of on-page SEO, keywords, organic traffic, content marketing and link-building activities. The second one is about results (aka conversions) and what marketing has achieved. It should include direct and assisted (micro/macro) conversions, and especially the marketing's ROI. The last one is the strategic level. What still needs to be done and what should be done based on prior results.
6 tips on how to improve on-page technical SEO. Besides creating content that satisfies the query's intent, an SEO page will present:
- meta-tags that encourage the user to click on the link
- a page that loads fast on every device (below 3s)
- content that satisfies the query
- images whose content can be understood by search engines
- Internal links to help the user find additional content
- Backlinks to show the page's higher E.A.T. (Expertise, Authoritativeness, and Trustworthiness) compared to other sites
Here are the four key steps to consider when creating a marketing strategy. First, the business needs to identify the audience that satisfies its objectives and goals and the product that matches the audience's needs and aspirations. Second, the content that would answer the audience's queries. Once created, the content will be promoted on the relevant channels, while also considering the query's intent (from navigational to transactional intent). Finally, no marketing strategy would be completed without data analysis that leads to an actionable feedback loop.
Since third-party cookies have been disabled from Google Chrome and most of the search engines, businesses need to focus on a more direct approach to engage with their customers. This first-party approach can be divided into four steps. First, build a marketing approach that focuses on a direct relationship between the brand and its customers. Second, invest in a secure database that guarantees data privacy and allows data clean-up on request. Third, utilise Global Site Tag Manager to track website traffic and conversions (don't forget to add both cookie and privacy notifications). And finally, invest in a first-party privacy approach that builds on a long-lasting relationship between the brand and its customers.
Here are 3 of the latest additions to Search. Search can be done via text or image. If a user search for "Shopping + Product name", SERP will display maps to locate nearby stores, relevant ads, and product images. Finally, Google shopping ads have turned images into browsable experiences.
Align the Marketing Strategy to Business ObjectivesStefania Borchia
Ā
To deliver marketing results that bring in business objectives, the first step is to clearly define those objectives. That means that after a business objective has been defined (use the S.M.A.R.T. chart), that objective should be translated into an audience the business wants to connect to. If, for example, a business wants to sell its offering into a new market, the latter will be defined by an audience having a clear identity. Such identity could include demographic, sociographic, and behavioural traits. Those traits will help the marketing team design a marketing campaign that caters to the audience's identity (such as messaging, value proposition, promotion, price, and marketing channel).
Branding should always align with marketing and business objectives. And to do that, we need to keep into consideration how familiar the audience is with the brand. The less familiar the audience is the longer it will take to convert. Once a brand has built its audience, a long-term image campaign will help the business turn its customers into long-term customers and brand advocates.
When creating an SEO report, you should include three levels of analysis. The first one is tactical. It summarises what has been done. It should consist of on-page SEO, keywords, organic traffic, content marketing and link-building activities. The second one is about results (aka conversions) and what marketing has achieved. It should include direct and assisted (micro/macro) conversions, and especially the marketing's ROI. The last one is the strategic level. What still needs to be done and what should be done based on prior results.
6 tips on how to improve on-page technical SEO. Besides creating content that satisfies the query's intent, an SEO page will present:
- meta-tags that encourage the user to click on the link
- a page that loads fast on every device (below 3s)
- content that satisfies the query
- images whose content can be understood by search engines
- Internal links to help the user find additional content
- Backlinks to show the page's higher E.A.T. (Expertise, Authoritativeness, and Trustworthiness) compared to other sites
Here are three steps you can take to increase the conversion rate in a Google Ads campaign: change match type, keep the Negative Keywords list updated, and pause non-converting keywords.
How to bid more for pre-defined business audiencesStefania Borchia
Ā
Every business targets an audience defined by behavioural, psychological or demographical traits. However, 20% of such an audience represents 80% of the business (Pareto principle). Therefore, to increase the ROI of any business, marketing campaigns should focus more on delivering results from that 20%. To achieve such results in Google Ads, marketers can take advantage of the Rules feature. They can create an automated rule that increases the bidding by a percentage of choice (I recommend between 20 and 50%) when a pre-defined audience triggers the query (to create the audience, use the Audience Manager feature).
How to choose the right KPI based on the marketing goal.pdfStefania Borchia
Ā
Every marketing activity should be designed with a specific goal in mind - that goal should bring the business closer to one of its objectives. To keep track of how close marketing is to delivering such objectives, pre-defined KPIs should be selected based on the marketing activity. In this presentation, I summarise 4 marketing goals and their corresponding KPIs.
Here are four steps to help you manage SEO content creation. First, choose your core (or pillar) keywords, create additional content around those core keywords, check what competitors are doing to rank in first spots, and create a list of content pieces that improve upon your competitors. And finally, deliver content in a format that satisfies your business branding guidelines, the original query, and Google algorithm (technical SEO).
Here are 3 steps on how to start keyword analysis. In short, an effective SEO strategy should focus on business-related keywords and solve SEO issues accordingly.
When choosing keywords to rank for, consider only keywords that make sense for your business and audience.
Do not try to rank for every possible keyword that could describe your product or service.
The "What If Analysis" functionality in Excel finds the best possible scenario based on available data points. Use it to find the best price to optimise revenue and profit.
Marketing strategy: How to improve mobile shopping experienceStefania Borchia
Ā
Here are four tips on how to improve a mobile shopping experience: prevent scrolling fatigue, include autofill, mention (if present) the additional benefits in the product's description, bring the product to life with high-quality images.
Marketing strategy - How to choose the (right) marketing channelsStefania Borchia
Ā
This is how you choose the right channel for your marketing campaign based on how well the business ranks organically. And what to do when the organic ranking is low or null due to the target audience lack of knowledge of the market solution.
Excel tips: How to use Conditional Formatting TablesStefania Borchia
Ā
In this presentation, I will show you how to create a table in Excel using the Conditional Formatting option and how to take advantage of their default functionalities.
How to use the SUMIF and AVERAGEIF formulas. SUMIF formula sums all the cells from one column that fulfils a pre-defined condition. AVERAGEIF formula finds the average among all the cells from one column that fulfils a pre-defined condition.
We also introduce SUMIFS and AVERAGEIFS formulas. These formulas calculate the total or the average (respectively) of all the cells from one column that fulfil multiple pre-defined conditions OR multiple columns that fulfil one pre-defined condition.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Here are three steps you can take to increase the conversion rate in a Google Ads campaign: change match type, keep the Negative Keywords list updated, and pause non-converting keywords.
How to bid more for pre-defined business audiencesStefania Borchia
Ā
Every business targets an audience defined by behavioural, psychological or demographical traits. However, 20% of such an audience represents 80% of the business (Pareto principle). Therefore, to increase the ROI of any business, marketing campaigns should focus more on delivering results from that 20%. To achieve such results in Google Ads, marketers can take advantage of the Rules feature. They can create an automated rule that increases the bidding by a percentage of choice (I recommend between 20 and 50%) when a pre-defined audience triggers the query (to create the audience, use the Audience Manager feature).
How to choose the right KPI based on the marketing goal.pdfStefania Borchia
Ā
Every marketing activity should be designed with a specific goal in mind - that goal should bring the business closer to one of its objectives. To keep track of how close marketing is to delivering such objectives, pre-defined KPIs should be selected based on the marketing activity. In this presentation, I summarise 4 marketing goals and their corresponding KPIs.
Here are four steps to help you manage SEO content creation. First, choose your core (or pillar) keywords, create additional content around those core keywords, check what competitors are doing to rank in first spots, and create a list of content pieces that improve upon your competitors. And finally, deliver content in a format that satisfies your business branding guidelines, the original query, and Google algorithm (technical SEO).
Here are 3 steps on how to start keyword analysis. In short, an effective SEO strategy should focus on business-related keywords and solve SEO issues accordingly.
When choosing keywords to rank for, consider only keywords that make sense for your business and audience.
Do not try to rank for every possible keyword that could describe your product or service.
The "What If Analysis" functionality in Excel finds the best possible scenario based on available data points. Use it to find the best price to optimise revenue and profit.
Marketing strategy: How to improve mobile shopping experienceStefania Borchia
Ā
Here are four tips on how to improve a mobile shopping experience: prevent scrolling fatigue, include autofill, mention (if present) the additional benefits in the product's description, bring the product to life with high-quality images.
Marketing strategy - How to choose the (right) marketing channelsStefania Borchia
Ā
This is how you choose the right channel for your marketing campaign based on how well the business ranks organically. And what to do when the organic ranking is low or null due to the target audience lack of knowledge of the market solution.
Excel tips: How to use Conditional Formatting TablesStefania Borchia
Ā
In this presentation, I will show you how to create a table in Excel using the Conditional Formatting option and how to take advantage of their default functionalities.
How to use the SUMIF and AVERAGEIF formulas. SUMIF formula sums all the cells from one column that fulfils a pre-defined condition. AVERAGEIF formula finds the average among all the cells from one column that fulfils a pre-defined condition.
We also introduce SUMIFS and AVERAGEIFS formulas. These formulas calculate the total or the average (respectively) of all the cells from one column that fulfil multiple pre-defined conditions OR multiple columns that fulfil one pre-defined condition.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Ā
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Ā
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitorās experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Ā
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumersā feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumersā hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) āAlternativeā Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leadsĀ intoĀ customers.
https://nidmindia.com/
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
Ā
In todayās era of AI, personalization is more than just a trendāitās a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your usersākey factors for business success. However, relying solely on AI capabilities isnāt enough. You need to anchor your approach in solid principles, understand your usersā context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
SEO as the Backbone of Digital MarketingFelipe Bazon
Ā
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
1. Google Ads: Find the right keywords
with SEMrush
SEO Toolkit > Competitive Research > Domain OverviewĀ
Go to the Top Organic Keywords Table and click "View Details".
Find Competitor's Top Ranking Keywords
Identify all the keywords that rank top positions and are also relevant to your business.
Bid for Competitor's Top Ranking Keywords
Add the Competitor's Top Ranking Keywords to a Google Ads campaign.
Enter your competitor domain in SEMrush...