Tag Archives: #digitalmarketing

If you manage a Google AdWords account to supplement your organic SEO efforts, you know there are a plenty of metrics available to track and analyze. Sometimes it can be confusing and overwhelming. Since we all have limited bandwidth, it’s a good idea to narrow down the key metrics that really give you meaningful insight into what’s working — and what isn’t — in your paid search campaigns. Before we dive into the key metrics to track, let’s review a checklist to look over when you’re auditing your pay-per-click (PPC) campaigns. 1. Check your location and target settings. When you’re auditing your PPC campaigns, the first step should be to […]

When I graduated from college a few years ago, there were a couple of lessons that stuck with me. First, as a journalism student, I was taught to never write a conclusion for an article. While this became a habit, it’s something I’ve had to unlearn as a marketing writer because you need to write a conclusion in your blog posts. Second, in my screenwriting class, I learned that every sentence you write should either move your story forward or reveal information. As a blog writer, this second lesson is the standard I hold myself to. With conclusions, it’s no different. Conclusions are a necessary element of your blog posts […]

The other day, I was reading a blog post about using Twitter for marketing. While reading through the post, I noticed an offer for a free ebook about the same thing, and by clicking on it, I was taken to a new page. This page let me know what was in the ebook, how to download it, and the benefits of this content. I also noticed a few things that separated this particular webpage from others. Source First, I noticed that this landing page was simple. It wasn’t terribly busy, and the design seemed to directly support the ebook. Second, I noticed that all of the copy was nicely organized […]

Marketing Margie. Sales Sam. IT Isabel. Accounting Alan. Do you know who your business’s buyer personas are? And if so, how much do you know about them? Buyer personas are semi-fictional representations of your ideal customers based on data and research. They help you focus your time on qualified prospects, guide product development to suit the needs of your target customers, and align all work across your organization (from marketing to sales to service). As a result, you’ll be able to attract high-value visitors, leads, and customers to your business who you’ll be more likely to retain over time. More specifically, having a deep understanding of your buyer persona(s) is […]