Digital Marketing Strategy Blog

Digital Marketing and Metrics: Numbers You Need to Know

Posted by Doug Milnor on Jan 17, 2017 11:45:00 AM

There is no shortage when it comes to digital marketing metrics you can analyze. After all, one of the distinguishing characteristics of digital marketing is that performance can be measured in almost every aspect of your campaigns.

While that is a good thing, sometimes it can also be somewhat overwhelming. On which metrics should you be focusing? In other words, what key performance indicators (KPIs) should you set and measure consistently?

Understanding KPIs

Simply put, KPIs are a set of quantifiable measures that a company uses to gauge its performance over time. These metrics are used to determine a company's progress in achieving its strategic and operational goals.

In the realm of digital marketing, KPIs are designed to help you evaluate the effectiveness of your marketing campaigns over time. Commenting on the use of digital marketing metrics, Hubspot observes: "Using marketing analytics allows marketers to identify how each of their marketing initiatives (e.g., social media vs. blogging vs. email marketing, etc.) stack up against one another, determine the true ROI of their activities, and understand how well they're achieving their business goals."
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Topics: Digital Marketing, KPIs, Reporting

How Will Google Accelerated Mobile Pages Impact Digital Marketing?

Posted by Doug Milnor on Jan 16, 2017 11:32:00 AM

As a digital marketer, you have probably read and heard at least something about Google's Accelerated Mobile Pages (AMP). Google introduced the open source initiative back in October of 2015. Now that a little more than a year has passed, it is time to check in to see how digital marketing has been affected by the introduction of Google accelerated mobile pages.

What Google AMPs Are

Google AMPs is an open source framework for creating fast loading mobile web pages. It works with a slimmed down version of HTML called, appropriately enough, AMP HTML. Moz refers to it as "diet HTML" and notes: "Fundamentally, it's an HTML page designed to be super lightweight and critically designs really fast loading."
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Topics: Digital Marketing, digital marketing strategy, Google Changes

Can a Competitor's Branded Keywords Help You?

Posted by Doug Milnor on Jan 13, 2017 3:37:00 PM

If you are trying to boost your leads online (and who isn't), and you are using paid media as a strategy, you may be thinking of bidding on or optimizing for a competitor's branded keywords. Is this a good strategy, or something that you should avoid? Can a competitor's branded keywords help you get more leads online, or will this strategy actually hurt you in the long run?

Let's break it down by looking at it first from the perspective of paid search and then from the perspective of organic search.
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Topics: Converting Leads

6 Inbound Marketing Strategies for 2017

Posted by Doug Milnor on Jan 13, 2017 8:49:00 AM

As we start a new year, inbound marketing strategists everywhere think about what the new year holds for inbound marketing. This year is, of course, no exception.

However, rather than looking for "the next big thing" in inbound marketing trends, for many companies, the better option may be to re-visit some of the basics of good inbound marketing strategy to see what can be done to incorporate them into your 2017 plans. Like a classic pea coat, a good inbound marketing strategy never really goes out of style.

Classic Strategy One: Identify Your Audience

While it sounds so simple, the truth is that most marketing missteps can be attributed to a mismatch between your target audience and your marketing message. So, the first step must be to correctly identify your audience.

Your target audience is not "whoever will listen." Rather, to identify your target audience, look at your marketing research and talk to your sales team. The more specific you can be in the identification process, the more targeted your messaging will be, and the more likely you will generate quality leads for your sales team.
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Topics: Inbound Marketing, Marketing, Inbound Marketing Strategy

Make Your Inbound Marketing Strategy More Effective with Compounding Blog Posts

Posted by Doug Milnor on Jan 12, 2017 3:49:00 PM

Business blogging can be a real challenge. Producing high quality content over an extended period of time requires forethought, careful planning, and a lot of effort. However, anyone well versed in inbound marketing strategy will tell you that blogging is well worth the effort.

Here's the thing, though. Some blogs are a lot more valuable to your organization than others. If you want to get the best possible results from your blogs, aim at creating compounding blog posts.
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Topics: Inbound Marketing, Blog

How to Plan Your 2017 Digital Marketing Budget

Posted by Doug Milnor on Jan 11, 2017 6:50:00 AM

It's that time of year again. As 2016 has come to an end, and if you haven't already, it is time to start planning your digital marketing budget for 2017. Forrester estimates that the average firm allocates 30 percent of its marketing budget on digital strategies, and that percentage is expected to creep up to 35 percent by 2019.

Industry-Specific Digital Marketing

Of course, there are some sectors in which digital spend far exceeds spend on more traditional advertising methods. So, the percentage of your marketing budget allocated to digital marketing strategies is somewhat dependent upon your industry.

Commenting on the differences in budget allocation across various industries, B2C notes, for example, that manufacturing businesses might benefit from concentrating on SEO and PPC, while service industries might give more attention to social media marketing and ecommerce sites might focus more on content marketing.

The bottom line is that you must determine which avenue of digital marketing will have the larger impact on traffic and lead generation strategies for your industry.
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Topics: Digital Marketing, Marketing Budgets

Increase the Effectiveness of Your Content Marketing with Social Media

Posted by Doug Milnor on Jan 10, 2017 8:43:00 AM

Do you think of content marketing as being separate from social media marketing? When you craft your inbound marketing strategy, do these two avenues of marketing fall into different buckets, so to speak?

In reality, both are important for an overall digital marketing strategy.  At Connection Model, we believe relevant content marketing receives a significant boost from effective social media marketing. Combined, there is a significant impact to your overall digital brand and SEO. So, it is wise to look at the two, not as separate strategies, but as complementary ones. Forbes notes: "Social media is often viewed as a separate strategy from your content marketing, when in truth, it should be one of the primary tools you utilize when deploying your content marketing strategy."

Using Social Media to Drive Traffic to Your Content

Paid promotion is likely the foundation of your social media marketing strategy and rightly so, as it is an incredibly effective way to get your content in front of your readers. However, an often-overlooked way to use social media involves getting your followers to share your content with others.

Ideally, no piece of content should stop simply with a view by one of your followers. Rather, the goal is to create content that is sharable and has the capacity to go viral, thereby extending your marketing range greatly.

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Topics: Digital Marketing, Content Marketing, Social Media

Digital Marketing & Voice-Activated Technology

Posted by Doug Milnor on Jan 9, 2017 1:04:38 PM

Fifty years ago when Star Trek first debuted, the Enterprise did some pretty radical stuff. For instance, the transporter beamed personnel from Point A to Point B, disassembling and re-assembling atoms as it went.

The ship's computer was another wonder. When Captain Kirk needed an answer pronto, he prefaced a question with "Computer", asked the question as naturally as you please, and the computer obligingly provided the answer. In other words, Kirk performed an honest-to-goodness voice search.

Fifty years later, science has caught up with science fiction. Voice search is now a reality. Being a relatively large person with big hands and fat fingers, this is by far one of my most favorite features.  And I am not the only one taking advantage of this, Google reports that 20 percent of all mobile queries are voice searches. Meanwhile, 25 percent of searches on the Windows 10 taskbar using Bing are voice queries.

What does all this mean for marketers? How will voice-activated technology change digital marketing strategy? Here are some key ways:
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Topics: Digital Marketing, Search Engine Optimization, Mobile Marketing

Let An Inbound Marketing Agency Take You Beyond the Fundamentals

Posted by Doug Milnor on Dec 19, 2016 2:53:00 PM

What type of marketing are you doing for your organization? Are you focused on traditional outbound methodologies, or have you embraced the inbound marketing method? Perhaps you are using an integrated approach that utilizes the best of both worlds. You may be thinking, what's the difference? Marketing is marketing, right?

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Topics: Inbound Marketing

Top Services of a Quality Inbound Marketing Agency

Posted by Doug Milnor on Dec 16, 2016 11:47:00 AM

Digital marketing today is a multi-levered process which involves marketing integrated campaigns over multiple platforms and channels. For this reason, partnering with an inbound marketing agency that provides expertise in many different marketing areas is wise.

You may wonder, though, what services you can expect from a quality inbound marketing agency. Here are some core offerings for which you should look when choosing your agency partner:

1) Initial and ongoing market research

A good digital agency will have knowledge of your industry and a deep understanding of your target audience. Without this, an agency is unable to design personalized, targeted campaigns that lead to conversions. So, look for an agency that can help you flesh out buyer personas or can fully understand the buyer personas you have already developed.
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Topics: Inbound Marketing, Digital Marketing, Marketing

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