Digital Marketing Playlist Articles of the Week: 4/26/13
Are you so busy that it’s hard to find the time to keep up with what’s going on in the digital marketing world? Never fear, the digital marketing playlist is here! The team here at Amplify shared some articles this past week that we found relevant and useful and we thought we’d share them with you! Also, check out this picture of the Amplify team playing laser-tag this past Friday… so much fun! Everyone had a blast, and I think I can speak for the team when I say laser tag is a really great (and fun) team building activity.
Now on to the roundup!
This Whiteboard Friday, by Ruth Burr, is about using keywords to drive personas and SEO site mapping. It’s about understanding and segmenting your personas, assigning keywords to them, and then making sure your site is built so that the most relevant content is delivered to people when they enter these keywords into a search engine. Some may argue that keywords should come from personas and not the other way around (see the comments), but the main idea (to me) is that you should match keywords with user intent to deliver the best user experience possible (which, of course, increases conversions).
It seems obvious but it’s not often discussed: the biggest benefit of content marketing (for most businesses) is more money! This article explains how really good content marketing can put more money in your pocket by allowing you to raise prices. Great content builds authority, fosters trust, creates brand advocates, and inspires referrals. As Marcus Sheridan (who is quoted in the article) says: “when people love you, they don’t date around.” In other words, they will be willing to pay more for your product or services because they love you.
This article not only serves as a guide for folks looking to hire an agency, but also for agencies themselves. I’ve been to many industry events and have often heard peers, across multiple industries, complain of not having enough time to work on their own marketing because they are so busy working for clients. It reminds me of going to the gym and seeing an out-of-shape personal trainer. Are you going to hire the flabby trainer or the one who is ripped? All things being equal, most people would rather train with the ripped guy or gal. The same principle applies to any industry… so practice what you preach, produce case studies which show real-world results, address the client’s goals, be honest, stay up to date, and genuinely care about the customer.
After being in beta for about 6 months, Universal Analytics is now available to everyone. Universal Analytics helps businesses understand how customers interact with their business across multiple touch-points and devices, improves lead generation and ROI, and many other things. Also included is a brief tutorial to get you started with Universal Analytics.
For you PPC peeps: Bing Ads is working on adding a Search Terms Report to make mining search query data more accessible from within the Web UI. Hopefully this change will help make Bing Ads search query reporting more efficient!
Another bit of PPC news: Google’s new upgrade center allows you to upgrade campaigns from “Legacy” to “Enhanced” in mass quantities in a few simple clicks. You also now have the ability to automatically merge and upgrade campaigns with similar keyword and location targets. Check out the article for more details!
Amplify Interactive is a Digital Marketing agency that provides search engine & social media marketing services for B2B clients. Check out our Search Marketing and Social Media Marketing services and our Clients or download one of our SEM Whitepapers.