Get past the hype and into the nitty-gritty of SEO platforms for enterprises

Get past the hype and into the nitty-gritty of SEO platforms for enterprises

Search for “tools for SEO” and, among the results, you’ll find “29 best free tools,” “the top [number goes here] SEO tools you should be using,” and many many more headlines following this formula. But if you’re serious about Search Engine Optimization, managing a large enterprise program for a brand, for example, you may be looking for something more substantial to guide your tool evaluation process. We’ve spent the last few months on a resource that I know you’ll find really useful. Compiled with advice from Eric Enge of Perficient Digital and enterprise SEO consultant (and SEL in-house advisor) Jessica Bowman, this just-launched downloadable guide — Enterprise SEO Tools for […]

How SEOs can grow their talent, influence and impact

How SEOs can grow their talent, influence and impact

We know that SEO is a huge priority for marketing; 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority (HubSpot). But across the organization – right on up to the C-level – brands are now starting to tap into the full potential of their SEO talent. As an SEO, you have amazing potential to become ingrained in your organization’s DNA, as you have the best insights and knowledge into what customers want and need. And in terms of career development, you are in the best position to fulfill the hybrid roles modern organizations need to combat the skills shortage impacting the wider […]

How to Leverage YouTube Advertising for Your Direct Response Campaign

How to Leverage YouTube Advertising for Your Direct Response Campaign

While brand advertising on YouTube has been around for a while now, adopting the platform for direct response B2B advertising is relatively new. Unlike branding, direct response focuses on compelling people to take immediate action after watching an ad. This action can be a site visit, sign-up, download, or purchase, which an advertiser can then track and measure. Google has recently shown an increasing interest in expanding YouTube’s offerings for performance advertisers with TrueView for Action — a powerful campaign type that helps drive leads and conversions. So it’s an ideal time to capitalize on a social platform that’s currently less competitive, slightly more affordable, and has a goldmine of […]

Digital asset management platforms: What are they good for?

Digital asset management platforms: What are they good for?

Any good marketing team is awash marketing collateral, blog copy, images, audio files and videos. In fact, the glut of materials produced these days has made digital asset management platforms a particularly important piece of martech for enterprise (and SMB) stacks. That’s because digital asset management can play a vital role in your marketing organization, unifying online and offline marketing channels and leading to more efficient marketing resource allocation. As our report, Enterprise Digital Asset Management Platforms: A Marketer’s Guide, shows, the specific benefits of using a digital asset management platform include – but are not limited to – the following: • Improved communication between in-house and freelance/contract workers. Some […]

Google Rich Results testing tool adds support for ‘How To’ markup for Google Home displays

Google Rich Results testing tool adds support for ‘How To’ markup for Google Home displays

Google announced that the rich results testing tool now also supports showing you how your How-to markup will look on the Google Home hub and other smart displays. What it looks like. Google shared a screen shot of how how-to markup will look like in the rich results test tool on a Google Home hub: Recipe results. Last December, Google added similar support to the rich resting tool for recipes. You are now able to see not just how recipes look on these displays but also how-to markup. How to markup. Google introduced how-to markup officially last May at Google I/O. How-to search results in Google will show searchers step-by-step […]

How Apple Uses Segmented Display Ads with Post-Click Experiences to Disrupt Financial Services & Increase Conversions

How Apple Uses Segmented Display Ads with Post-Click Experiences to Disrupt Financial Services & Increase Conversions

In August 2019, Apple partnered with Goldman Sachs to release the Apple Card — a credit card linked to Apple Pay and built into the Wallet app, but still used as a traditional credit card. To educate online users about the new card, Apple shows a variety of segmented PPC and display ads. Not only that, but the company connects its ads to a personalized post-click Apple landing page that continues the same story narrative from the ad. Here are a few examples to demonstrate how Apple’s advertising strategy focuses on post-click automation. How Apple uses segmented ads and post-click experiences Example 1: “No fees” display ad This banner ad […]

What Does A/B Testing Have to do with Machine Learning?

To some marketers, A/B tests are a no-brainer. After all, there’s nothing like knowing which marketing content is preferred with your target audience, before sending it out to the masses. Even though the test is a timeless marketing technique, it can be a little frustrating because of the uncertainty of it all. Thankfully, there’s an unlikely superhero to point to when we’re talking about the upgrades to a regular A/B test — machine learning. If you’re finding inconclusive or unnecessary results after A/B testing, you might want to try machine learning to see if that can optimize your A/B tests. If you wish that A/B testing could be more simplified […]

What a Social Media Target Audience Is and How to Find It

What a Social Media Target Audience Is and How to Find It

For my master’s program at Syracuse University, we were required to attend two immersion weekends. These weekends were filled with networking events, guest speakers, and industry leader presentations. The goal was to interact with classmates, faculty, and industry thought leaders to discuss the future of digital communication. One of the immersions in Los Angeles was focused on public relations. An amazing guest speaker was discussing company publics and one thing he said really stood out to me: “If you don’t explicitly include someone, you implicitly exclude them.” It’s important to keep that concept in mind when you’re learning about social media target audiences. Since you can’t target everyone (though you […]

New Report Looks at TikTok Best Practices and Benchmarks for Brands

New Report Looks at TikTok Best Practices and Benchmarks for Brands

While TikTok has been getting a heap of attention from consumers, it’s still largely new ground for brands, and amid the various concerns around the platform’s moderation policies and data privacy regulations, many are still unsure as to whether to take the leap and try to connect with audiences through the platform’s short video clips. And even then, how do you do it? The other issue with the platform being so new is that there are few best practices established, particularly in this case because TikTok’s algorithm and distribution processes are different to other platforms. That’s where this report comes in. To help provide more context as to how brands […]

New Report Shows That 74% of People Don’t Believe Tech Platforms Will Be Able to Stop Political Manipulation

New Report Shows That 74% of People Don’t Believe Tech Platforms Will Be Able to Stop Political Manipulation

In what will likely come as little surprise, a new study from Pew Research has shown that 74% of Americans have little to no confidence that tech companies, including Facebook, Twitter and Google, will be able to prevent the misuse of their platforms to influence the outcome of the 2020 presidential election. As you can see here, trust levels are similar across the political divide this time around, in slight variance to the same survey in 2018. As per Pew: “Confidence in technology companies to prevent the misuse of their platforms is even lower than it was in the weeks before the 2018 midterm elections, when about two-thirds of adults […]