Coronavirus: Emarketer lowers global ad spend projections for 2020

Coronavirus: Emarketer lowers global ad spend projections for 2020

Worldwide ad spending is still expected to grow compared to last year, says research firm eMarketer, but it has lowered its growth projections by nearly 3%. Worldwide media ad spend will increase by 7.0% to $691.7 billion in 2020 over the prior year, down from the earlier growth estimate of 7.4% to $712.02 billion. The updated spend projections, released Thursday, include digital, directories as well as print, out-of-home, TV and radio advertising. Why we care Changing consumer and B2B behavior during this outbreak is causing marketers in all sectors to reevaluate their near-term advertising spend and allocations. The most recent estimates by analysts and research firms are based on an […]

How to Bridge the Gap Between In-Person and Online Lead Generation

From a marketing standpoint, the great benefit of online channels is the ability to track and measure how effective they are. Knowing which social links led to a conversion, or which web pages ultimately influenced a customer to purchase your product, makes us better and more effective marketers. But what about the power of in-person events? How do you measure the value of a speech or understand the influence a conference had amid all the other interactions a prospective customer had with your company online? Linking the online and offline activities has long been a challenge for marketers — but it’s not impossible. Here, let’s dive into a few ways […]

Nextdoor rolls out Groups and Help Map in response to coronavirus outbreak

Nextdoor rolls out Groups and Help Map in response to coronavirus outbreak

Earlier this week Nextdoor introduced two new features, both of which are intended to support members during the coronavirus crisis. The first is Nextdoor Groups; the second is Help Map, which allows people in an area to indicate whether they need help or whether they’re available to help others who may need it. Coronavirus driving adoption. Groups pre-dates the COVID-19 coronavirus, but the company’s blog post says, “We were still only beta testing Groups in neighborhoods, but there was a sudden flood of them forming organically; the number of groups created on Nextdoor in response to Covid-19 has doubled each day over the past week.” In my area some of […]

Live With Search Engine Land: Top SEOs talk shop, social distancing with Barry Schwartz

Live With Search Engine Land: Top SEOs talk shop, social distancing with Barry Schwartz

With the search marketing community largely holed up in home offices as the country tries to flatten the coronavirus curve, Search Engine Land has decided to dip our toes into the world of online meetups. This Monday, Search Engine Land’s Barry Schwartz will host a live video hangout with personalities within the SEO community including: Daniel Waisberg, Search Advocate at Google Pedro Dias, Managing Partner att APIs3 & Former Googler Lily Ray, Director of SEO at Path Interactive Alexis Sanders, Senior SEO Manager at Merkle The conversation, which kicks off at 2 p.m. EST, will be focused around how Google and SEOs are dealing with the new day-to-day during the […]

COVID-19 checklist for businesses: How to manage your online presence and keep customers updated in a time of crisis

COVID-19 checklist for businesses: How to manage your online presence and keep customers updated in a time of crisis

The COVID-19 pandemic means that pretty much nothing is business as usual. Customers are concerned about how businesses are adapting to the situation — wondering if you’re open, have product available, if those products are safe, etc. There are several steps you should be taking now to ensure your customers can get answers when they’re searching online. Local business listings For local businesses, often it’s a directory listing, not your website if you have one, that’s the first thing your customers will see in Search. Be sure to update your Google My Business listings to highlight how your business operations have changed during this time. “Businesses need to work on […]

How to Calculate ROI in Marketing [Free Excel Templates]

How to Calculate ROI in Marketing [Free Excel Templates]

It’s a brand new month, everyone! It’s a time for new beginnings. New campaigns, new landing pages, new blog posts, new emails, and new social media posts are all on the horizon. But wait … aren’t we forgetting something? With last month’s activities all done, we need to pause for a second to examine what worked and what didn’t. And you can’t do that just by saying last month’s activities were “great” … “great” doesn’t pay the bills. If you can prove that your marketing activities actually made an impact in your business, you’ll have many more opportunities at your disposal. More budget to play with. And more potential hires […]

How to Use Internal Linking to Improve Your Website’s SEO

How to Use Internal Linking to Improve Your Website’s SEO

Great content and attracting inbound links are major elements of your SEO strategy. If you’ve created an exciting blog post or ebook, you’ll naturally want to work on making sure that you are driving as much traffic to it as possible. Part of that strategy should always include internal linking, and understanding how the other pages of your website can contribute value toward your new page. If you’re working on any important campaign, it’s absolutely critical to figure out which of your already great, high-authority pages should be linking to your new page, or what ongoing efforts can continue to build link authority for your site over time. This process […]

Pro Tip: How to develop a content calendar that’s relevant with creative leeway

Pro Tip: How to develop a content calendar that’s relevant with creative leeway

Creating an annual blog editorial calendar can seem daunting, but it doesn’t have to be. Using this three-step process, you can quickly and effectively produce enough blog topics to fill the calendar with four ideas per month, resulting in 48 topics for the year. Not only is this something you can do in an afternoon, but it also ensures each topic is both relevant to overarching content strategy yet broad enough to give content writers some creative leeway. 1. Identify four key audiences Challenge yourself to think of four existing customers that can serve as examples of the types of customers you’d like to land for your company moving forward. […]

Why You Should SEO-Optimize Your Content, Even if Your Goal Isn’t Organic Traffic

Why You Should SEO-Optimize Your Content, Even if Your Goal Isn’t Organic Traffic

Nowadays, you can’t conduct a successful content marketing strategy without incorporating SEO methods. Neil Patel explained it well when he wrote: “Good SEO … means consistent output of content. Consistent output means that you’re doing content marketing, and you’re doing it right. There isn’t any way around it.” I can imagine you might be thinking — “OK, but my goal for content marketing isn’t just SEO. It’s also creating thought leadership content, and lead generation, as well.” Of course, every marketer should consider more than organic traffic when analyzing success metrics. After all, SEO isn’t the only component of a successful marketing strategy. But SEO efforts don’t just help you […]

How to Learn WordPress for Free in a Week (or Less)

How to Learn WordPress for Free in a Week (or Less)

Are you looking to learn WordPress and build a website? Ease of use is one of the best things about WordPress which makes it the world’s most popular website builder. Learning WordPress does not require a lot of time or money. You can do it on your own, at your own pace, and then build upon it as you go. In this article, we’ll show you how to learn WordPress for free in a week (or less). The goal is to help you familiarize yourself with WordPress and become able to build websites on your own. Why Learn WordPress? WordPress is the world’s most popular open-source content management system. That’s […]