[Blog Abstract] Average Position – Out with the Old, In with the New

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our Project Manager, Irina Boudreau, discusses the recent article by Jess Armstrong at WordStream, “Goodbye, Average Position: Everything You Need to Know”.

It’s finally here. On September 30, 2019 Google will officially retire the Average Position metric in Google Ads and replace it with four brand new ones:

  • Top impression rate
  • Absolute Top impression rate
  • Search top impression share
  • Search absolute top impression share

Continue reading “[Blog Abstract] Average Position – Out with the Old, In with the New”

Top Ways to Positively Impact Your Digital Customer’s Experience

Regardless of niche, most marketing strategies focus on capturing and retaining the customer’s attention. However, very few ever touch upon the experience. Less than stellar customer experience is the biggest threat to any business.

Successful brands always strive to provide the best digital experience for current customers and prospects. The key to a successful marketing strategy lies in attracting and maintaining your target audience’s attention through the customer experience.

Below are the five ways you can offer a memorable digital customer experience to your clients and leads. Continue reading “Top Ways to Positively Impact Your Digital Customer’s Experience”

Email Marketing: Looking Beyond the Open Rate and Click Rate

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our Project Manager, Irina Boudreau, discusses an article by Shanelle Mullin at ConversionXL, “Email Testing: Going Beyond Open Rate and Click Rate″.

If you’re using email as one of your marketing channels, you probably have a pretty sophisticated team helping you analyze the data and test rigorously to make sure the results you achieve with your email campaign are aligned with your business goals.

No? That’s O.K. You’re not alone. Technically, you don’t need a team. But being successful at email marketing is a massive undertaking that requires lots of optimization and testing. Continue reading “Email Marketing: Looking Beyond the Open Rate and Click Rate”

Why Google Analytics 360 is Worth It

Many marketers who consider Google Analytics 360 (GA360), no matter how briefly, rule it out as an option when they see the price tag. From a brief overview of the features, GA360 offers, most can’t muscle their way past the six-figure cost.

Marketers are used to working with the free version of Google Analytics and assume that GA360 is merely an expanded version of that. However, the difference is huge. Let’s take a closer look at just how big that difference is and how GA360 can be a valuable tool in helping you reach your marketing goals. Continue reading “Why Google Analytics 360 is Worth It”

Blog Abstract: How To Rock Social Media

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our Project Manager, Irina Boudreau, discusses the recent article by Annie Crowford at Adobe, “What You Need to Know About Social Media in 2018″.

In this article, the author gets to the nitty-gritty of social media content with the help of three experts: Sue Zimmerman on Instagram, Mari Smith on Facebook and Peg Fitzpatckir on Pinterest. While the article was written last year, the points made here are very much relevant and applicable in 2019.

The path to success on social platforms starts with rich visual content and engaged consumers. Social media is all about connections. You must focus on genuine conversation and shares if you want to keep your posts from being buried in the feeds. But your highest ROI will come from purposeful engagement. So how do you engage with your followers?

Continue reading “Blog Abstract: How To Rock Social Media”

B2B Content Marketing: What Works in 2019

B2B Content Marketing continues to change as business marketing gets more complex. Everyone has heard of the classic search engine optimization where businesses fight for rankings for a few specific keywords. But this system doesn’t work in all industries.

In some industries, the product is so new that people are not aware of its existence. Most of the time, they are not even aware of the problem that this product or service can solve. This means that customers don’t know the keywords exist.

In certain industries, customers rarely rely on social media or e-commerce. Buying often happens on an offline network. And categories for these products may not exist on big-box e-tail sites like Amazon.

So, with all these difficulties, is it possible to make content marketing effective for these types of situations? The answer is yes, but content marketing campaigns need to be flipped on their head. Continue reading “B2B Content Marketing: What Works in 2019”