When it comes to inbound marketing, you may be wondering, “What’s in it for me?” It seems like a lot of work. Does it actually produce results for potential customers? The answer is yes – inbound marketing does generate leads. Moreover, there are many benefits to using inbound marketing as one of your primary marketing…
It’s a complex question to answer, and in today’s political climate, even mundane topics are highly contentious. The obvious solution — be diligent and studious and studiously avoid anything even remotely political — may be unattainable, but after 15 years in the reputation management industry, I can say this with certainty: While respecting the politics…
The importance of advertising among brand keywords varies between different industries and between different advertisers. There are many factors that determine the importance of brand advertising: Competitors: If you lose traffic to brand competitors, you lose sales. This is especially true for semi-brand keywords (“brand name + product”). Resellers: Other advertisers in the auction are…
There are 4 steps to evaluating brand keyword investments – evaluate performance, then segment and calculate the incrementality, and adjust goals bas on that incrementality. Advertising on brand keywords is often misunderstood. Advertisers either give brand keywords too much cr ibility or believe that brand keywords have absolutely zero impact. The question that is often…
Without trust on both sides of the equation, business is nearly impossible. One of the surest ways to break trust is for one party to act unethically. In the past, unethical companies could get away with their actions because news didn’t break quickly, but that’s no longer the case. After crossing paths with the wrong…
Take the following scenario: In this case, you measure 400 clicks for paid search. However, only 200 of those clicks are additional clicks to your search overall (because 200 clicks are the same clicks from organic search). This means that 50% of your paid search clicks are incremental. In addition to calculating incremental values on…
But our firm of senior professionals understand it well. We hear a fair number of journalists complain that inexperienc PR people bring the pitch down in their inboxes. it and check yourself. If you can’t help or don’t have any substantive advice, leave them alone and come back to them when you’re confident the advice…
If you told me in February that this pandemic was coming and how much it would affect daily life, people would not have believ you. When the pandemic overwhelm all of our attention spans, it felt like there were no other conversations going on. Yep. Bad pitching levels rose to an all-time high as journalists…
Account-bas marketing (ABM) is the new standard in B2B marketing and has evolv a lot in recent years in terms of strategy and technology. That’s why a recent study of 900 professionals was conduct to get a clear picture of today’s landscape. The study found that alignment and unity between sales and marketing is a…
SEO and social m ia campaigns produce different results. But they do have the same goal: to increase traffic and conversions to your website. The thing is, both of them have gaps. Surprisingly, they just fill in what the other lacks. Let’s find out how their differences allow them to achieve their goals. 4 Differences…
To realize what the roster is really about. It’s not just about whether sales and marketing colleagues are friendly with each other or not arguing about prospects. Also not about filling your calendar with more meetings or making sure your CMO and CRO have lunch regularly. It’s about a unifi approach to sales and marketing…
Connection can help you resonate with your target audience and gain more social traction. When people are emotionally invest in your brand, they are more likely to do business with you. 3. Write a title Once you know the story you want to tell, it’s time to write your headline. It’s the first thing a…
