How to Increase Ecommerce Sales with a Usability Study via @KayleLarkin

How to Increase Ecommerce Sales with a Usability Study via @KayleLarkin

ADVERTISEMENT When time is of the essence, conducting a heuristic evaluation of your online shop will help you learn how to increase sales now. A heuristic evaluation is a method of finding usability problems. It helps you quickly identify the website’s health without having to do a long exhaustive study. You will not be reviewing every detail, you will be generating a high-level overview of usability factors best known to influence sales. The beautiful thing about a usability study is that, once identified, problems are fairly intuitive to fix. How to Conduct a High-Level Usability Study Step 1: Rally Invite 3 – 5 members of your team to be “evaluators.” […]

Paid Search: Driving Strategy at the C-Suite [Webinar] via @lorenbaker

Paid Search: Driving Strategy at the C-Suite [Webinar] via @lorenbaker

Have you been wondering how to leverage your PPC industry data in the boardroom? Digital marketers often struggle to prove the value of paid search to key stakeholders. But this shouldn’t always be the case. Join our next Search Engine Journal webinar on Wednesday, May 6, at 2 p.m. ET as Ashley Fletcher, VP of Marketing at Adthena, shares actionable tips on how to find value in SEM data and reporting, position the power of paid search, and leverage it in the boardroom. In this presentation, you will learn how to: Benchmark your digital marketing performance against your competitors or peers and explain key factors affecting it at the C-suite […]

HubSpot’s CCO on Why We Need to Talk About Growth

HubSpot’s CCO on Why We Need to Talk About Growth

“G-R-O-W-T-H”: a simple, six-letter word that has become remarkably difficult to say in recent weeks. For years, “growth” had been on the lips of entrepreneurs, venture capitalists, journalists, and economists across the business world. A proxy for progress. An indicator of ingenuity. The ultimate sign of success. And then, the world changed. The uncertainty that has enveloped our communities and economies has jolted all of us into a new reality. And in this new environment, growth is a tough topic to broach. While a few companies are experiencing accelerated growth as a result of dramatic shifts in consumer behavior, most are facing significant challenges. And it is survival, not growth, […]

Free PageRank E-Book from Princeton via @martinibuster

Free PageRank E-Book from Princeton via @martinibuster

Search marketing expert Bill Slawski (@bill_slawski) tweeted a link to a “book about PageRank” published by Princeton University. The book provides an overview of how search engines rank web page. The information in the book is not up to date. However it provides a deep dive into PageRank that goes deeper than seen in most any other publication. There are seven chapters and almost 100 pages devoted to mining the depths of what PageRank is about. Aside from the focus on PageRank, the book provides a good overview of some basic and general factors related to how search engines crawl and rank web pages. Seven Chapters About PageRank The book […]

Resolving consumer identity – more important than ever

Resolving consumer identity – more important than ever

Things happen. People react accordingly. That’s why brands must be ready to quickly shift their marketing tactics. Snow in the forecast? A hardware store should move snow shovels front and forward.  Home team in the championship game? An apparel company should be ready for a huge run on team gear. But rarely, if ever, has consumer behavior been altered as quickly and dramatically, on a global scale, as during the coronavirus pandemic of 2020.  Predictable consumer behavior and marketing conventional wisdom have been upended on a massive scale. People who never considered buying groceries online now do so weekly.  Customers who have always done their banking face to face are now […]

What Readers Want During COVID-19: B2B Edition

What Readers Want During COVID-19: B2B Edition

I couldn’t believe the response to my last post about coming up with content ideas in the B2C space during COVID-19. Thank you to all who read and commented — I truly hope it was helpful. One piece of feedback we received was an ask to see some B2B content ideas, which, frankly, is an excellent subject. At first I was stumped about how to determine this, but then I decided that a different tool could do the trick. Exploding Topics, the new tool by Brian Dean (Backlinko) and Josh Howarth, explores topics that are surging in popularity but haven’t hit their peak. This time around, rather than focusing on […]

Snapchat Usage Up During COVID-19, Data Shows How User Behavior is Changing via @MattGSouthern

Snapchat Usage Up During COVID-19, Data Shows How User Behavior is Changing via @MattGSouthern

Snapchat gained 11 million daily active users in the first quarter of 2020, bringing the total count to 229 million. An additional 11 million daily active users (DAUs) represents a 20% increase over last year. Engagement hit record highs as well. On average, more than 4 billion Snaps were created each day in Q1 2020. As people flock to Snapchat to stay in touch amid the COVID-19 pandemic, the company has published data about how users’ online activity is changing during this time. Here are some key highlights from the report. The Impact of COVID-19 on Snapchat Users Engagement hits all-time highs By far, people are turning to Snapchat as […]

15 Things You May Not Know About Yelp via @JuliaEMcCoy

15 Things You May Not Know About Yelp via @JuliaEMcCoy

Where do you go when you need to find the best Italian restaurant in your city? Or the trendiest salon in the town you’re visiting? If your answer is Google, you’re right. But there’s another site you can go to find “the best local businesses in your area.” A site that helps you choose one business over the other based on ratings and reviews. It’s Yelp. Let’s find out more about it! What Is Yelp? Yelp is a social site for everything local. When you sign up, you can find the best businesses in town. There are lists of restaurants, hotels, dentists, and gyms. If you’re looking for professional services, […]

Google Covid-19 Marketing Strategy Playbook via @martinibuster

Google Covid-19 Marketing Strategy Playbook via @martinibuster

Google released a Covid-19 Marketing Playbook. It’s designed to give businesses a framework for creating a marketing strategy during the pandemic. The strategy is based on Google’s observations on how businesses are dealing with the swiftly changing business environment. Three Paths To Economic Recovery According to Google, there are three paths toward economic recovery: Respond Rebuild Recover/Re-frame This is how Google outlines those three steps: Respond What’s Happening?Businesses are responding and adapting to fast-changing consumer behavior and fluctuations in demand. What Can You Do?Solve what matters today to get your business ready to rebuild. Rebuild What’s Happening?Businesses are planning for the recovery and rebuilding their marketing fundamentals, with deeper insights, […]